Toddi Gutner, a renowned journalist with more than 20 years' experience in covering the financial and business markets at the Forbes, Business Week and The Wall Street Journal, current columnist for MSN Small Business and Thomson Reuters, and senior strategist at BlissPR, gives us some clues for making a almost perfect pitch.
According to Gutner, the writing of pitch The perfect story resembles the writing of a perfect story and there are elements of the many pitch that it has received in the last 20 years, which it highlights as key points for a pitch perfect.
Here are the guidelines by Toddi Gutner to write a good pitch
-
How to start?
Gutner stresses the importance of the first sentence in every pitchyou must conquer: "If you can't captivate the reporter with your hello, you're less likely to keep them interested to read on about your client." Start with what's new, what you have to offer. Your value offer. Many of pitch start with information about the client, things with little impact. Do it the other way around. Make a difference at the start. Captivate.
The results of studies carried out are interesting. But what is their impact? Make your results news.
-
Where to introduce your startup?
The introduction of startup or client should be done strategically. The best pitches Toddi Gutner remembers were those where the introduction of the client was made at the end of the first paragraph, or even near the end of the first paragraph. pitch.
-
How long should pitch?
The shorter the letter, the better. Gutner says that if your letter can't tell your story in 50 words or less, it will lose the interest of its recipient, the journalist. Why 50 words? It's a guideline, but your pitch should not exceed one page. A good communications professional should be able to synthesize relevant information in a limited amount of space.
-
What should you add?
It's important to emphasize that less is more, but don't forget to give the journalist a story to pursue, and to get their bearings. Give them relevant and interesting information. Don't forget the importance of visuals. If possible, get a second pair of eyes to help you with the visuals, editing and formatting so that you can make your story more interesting. pitch in a highly readable document.