The Pitch That Changed Everything
Let me tell you about Sam. Sam runs a tiny eco-friendly candle company. She’s passionate, hardworking, and really good at making soy wax smell like a tropical vacation. But when she tried to pitch the media? Crickets.
Her first pitch looked like this:“NEW CANDLE LAUNCH: EcoSoy Candles Now Available in 5 Scents!”
Sam hit send to 50 journalists. Zero replies. She felt invisible—like shouting into a void. Sound familiar?
Here’s the thing: Sam’s candles weren’t the problem. Her pitch was. Let’s break down why—and how she turned it around.
Why Most Pitches Fail (It’s Not You)
As a former newspaper journalist, let me share something important with you - journalists get hundreds of pitches a day. Yours isn’t just competing with other brands—it’s competing with breaking news, tight deadlines, and that 3 p.m. coffee crash.
Here’s what’s tanking your pitch:
You’re writing a press release, not a story.“We’re thrilled to announce…” → Translation: “I’ve never met a human, but here’s a PDF.”
You’re pitching the wrong people.Sending your vegan skincare line to a tech reporter? That’s like offering a steak to a vegetarian.
You’re forgetting the “why now?”Journalists need timeliness. A product launch isn’t news—but how it solves a trending problem is.
Let’s fix this.
Step 1: Find the Story Hidden in Your Brand
Sam’s original pitch was facts, not feelings. So we dug deeper. Turns out:
Sam started her company after losing her job during the pandemic.
She donates 10% of profits to women re-entering the workforce.
Her “Tropical Storm” scent was inspired by her grandma’s trips to Jamaica.
The rewrite:“From Layoff to Light: How One Woman Built a Candle Company Empowering Unemployed Moms”
Result: Featured in Entrepreneur and Well+Good.
Your turn: Grab a notebook and ask:
“What’s the struggle behind my product?”
“Who’s impacted beyond my bottom line?”
“What’s the ‘Aha!’ moment I want to share?”
Step 2: Write Like You’re Explaining It to a Friend
Forget “Dear Sir/Madam.” Journalists are people. Talk to them like one.
Bad Pitch: “We are pleased to announce our new line of organic candles, crafted with sustainable materials…”
Why it fails: Sounds like a ChatGPT wrote it after swallowing a thesaurus.
Good Pitch: “Hi [First Name],I loved your piece on pandemic career pivots—it hit close to home. I lost my marketing job in 2020 and started making candles out of my garage. Fast-forward to today: We’ve helped 15 single moms get back on their feet through profits. Would you be open to a 10-minute chat about reinvention (and why ‘Tropical Storm’ smells like resilience)?Either way, keep up the great work!- Sam”
Why it works:
Personalizes the journalist’s past work.
Leads with a relatable struggle, not a product.
Ends with zero pressure.
Step 3: Follow Up Without Being That Person
Sam sent her pitch on a Tuesday. No reply. Here’s what she did next:
Email 2 (3 days later):“Hi [Name]—just circling back! If you’re swamped, I get it. But if you’re curious, I’ve got a wild story about the time my coconut wax almost burned down my kitchen…”
Email 3 (1 week later):“Last try! If this isn’t a fit, no hard feelings. But if you ever need a source on small biz hustle (or candle disasters), I’m your girl.”
Result: The journalist replied: “Okay, the kitchen fire story sold me. Let’s talk.”
Your Homework
Rescue a dead pitch. Dig up one that got ignored. Delete every corporate word (“innovative,” “solutions”). Add a human hook.
Stalk… ethically. Find 3 journalists who’ve written about your niche in the last month. Comment on their latest article before pitching.
Send one pitch this week. Use this formula:“Hi [Name],I loved your piece on [specific topic]. It made me think of [story hook].Example: [1-2 sentences].Interested? I’d love to share more. If not, keep crushing it!- [Your Name]”
Why This Works for You
Conversational tone: Feels like advice from a friend who’s been there.
Real examples: Sam’s story adds authenticity, not theory.
No fluff: Actionable steps replace vague “be creative!” platitudes.
Final Thought
Pitching isn’t about selling. It’s about connecting.
Journalists don’t bite (usually). They’re just looking for stories that make their readers care.
So put the press release down. Tell a story only you can tell.
P.S. Tag someone who needs to stop sending robotic pitches. 🔥
Comments