Preparing the right pitch for the right influencer
There is one primary goal when framing the right pitch - having a persuasive pitch to get the right people excited about what you have to say. Ultimately your pitch should ensure you leverage as much as you can from the one meeting with your prospective publisher. It’s even better if you secure future content sharing from the quality of your initial message.
It takes some time to prepare the right content and offer, but more importantly once you have everything in place you should be ready to make your pitch at any time. Remember the “elevator pitch’’ is not just about elevating your content, but more about being ready to pitch to the right person even if you meet them for a few seconds in an elevator.
Seven Steps to preparing a good pitch:
1. Identify your audience:
Recognise the needs and interests of the person you are pitching to. Identify their personal interests, and how you can tap into those interests to make your pitch more convincing. Consider what they already know about the subject. Think about what questions they may have and what additional information they may want to know. This will help you frame your pitch and present it in an interesting way.
2. Explore and research your content:
Before making your pitch and writing your content spend some time investigating where similar information has appeared. Look at what additional information could be written about the topic. This helps you analyse what information is out there and how you can create content with a point of difference and why the person you are pitching to will find it interesting.
Your content should capture an audience, so make your pitch interesting and engaging. Use interesting facts, quotes, examples, testimonials and consider the images that will accompany your content. Journalists and bloggers are busy people, so if you have something to excite their audience and you have all the supporting elements such as images and facts they are more likely to use your content.
4. Be prepared:
This is the key to getting someone interested in what you have to say; and why your content should is important to be shared. Have a general pitch ready highlighting the importance of your content, how it benefits the target audience and some of the sources and case studies you included in your content. Be flexible enough to adapt it to different influencers and be familiar with your pitch because it will make it easier to adaptas required.
5. Creative content creation:
Once you have the nuts and bolts of your subject, write the content so it can be used in different media channels. Remember the same content can appear in magazines, blogs, newspapers, radio shows, video content, social media channels, company websites, LinkedIn groups, Facebook groups and the list can go on. So make sure you write or create channel specific content on the same subject.
6. Review your work and ideas:
Examine your content to identify the most powerful elements. You will find some gems that you can use in your pitch, but also give yourself time to look at the final work and see if you can make it any better or if your work is at short, sharp and smart.
7. Build a good rapport:
A lot of time is invested in making the right pitch, so why not leverage from your efforts by establishing a good rapport with key people. You can form a kinship through shared experiences, common interests, or keeping in touch continuously. It’s also important to show your gratitude for their time, or using your content. Thanking them, complimenting them for their products or publications or shouting the odd lunch makes everyone feel good and makes you memorable.
Using some of these basic tips could help you secure your content or client’s name in the right media channel. On an ongoing basis remember that networking with people of influence and being prepared to provide content at a drop of a hat will get you known as a reliable source of content as well.
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