Why Do Editors Reject Your Pitch?

It’s easy to land press when you connect your product to the pages you want to be a part of. But certain mistakes, often even made by PR professionals, will send your pitch straight to the poubelle. Here’s what sends an editor reaching for the “delete” button. Avoid these and you’ll be that much closer to seeing your product or story in print!

1. Your pitch doesn’t fit on one page. In fact, the pitch is shrinking by the day. If you can’t get our attention in two paragraphs, then you need to work on it a little longer.

2. You don’t address the writer by their name (or you misspell her or his name).

3. You call the editor instead of emailing a proper pitch.

4. You attach the pitch as a Word or PDF document, instead of pasting it in the body of the email.

5. You attach high-resolution images and your company logo for the editor (instead of embedding a low-res image directly into the email). Most editors won’t open attachments.

6. You fail to include a link to your website, your email address AND your phone number. If we call, we’re ready for business and on deadline.

7. You CC other media contacts in the same pitch or you BC other media contacts and leave the intro vague (even though we know you just emailed every other editor in your address book).

8. You didn’t read the publication or blog before you pitched. We have a spider-sense for this!

9. You use a number of different texts, emoticons and italics to get your point across.

10. You tell us how you think it would be a perfect fit for our pages.

Amy Flurry is State of Unique’s business editor and author of the much-buzzed about DIY Publicity book, Recipe for Press.  (www.recipeforpress.com) Follow her on Twitter @Recipeforpress

Instagram 101

It's time you started taking Instagram seriously. With over 100 million users across the globe, it provides an obvious opportunity to increase your brand recognition as well as boost your exposure online. Here are a few tips in no particular order on how to increase activity on your profile and start seeing more likes and follows:

1. Your name is your name. Make sure that when you set up your profile, your Instagram name is the same as your business's Twitter handle. It'll be easier for people to find your business on other social media platforms if you keep your profiles consistent. You should also sync your Instagram to your Twitter for a slightly larger exposure but we wouldnt advise you to connect it with Facebook in order not to clog up your followers' feeds.

2. Don't simply upload the photos directly from your website/linesheets/lookbooks, take time to take photos for your followers on Instagram. Show your place of work. Introduce your team and the people behind your business. Take shots of your products being made or your photo shoots in progress. Your followers will appreciate the behind-the-scenes approach.

3. Be selective. Don't take shots of everything and upload them straight to the app. Framing is everything in Instagram and soon enough you'll realize that shots with better composition and lighting will get more likes.

4. Use hashtags. Hashtags are important to organize your content and give your photos a wider audience. I suggest hashtagging your photos with #yourbusinessname as well as using appropriate tags for each photo. Taking a photo of yourself can be tagged as #selfie and if you're taking a photo of your DIY project, tagging it #diy or #doityourself can dramatically increase activity on your profile. Refrain from using unrelated tags on your photos.

5. Write a good description of your business. It will make it easier for people to understand what your page is about and if they should follow you or not. Its also crucial to provide a link to your website; businesses get a good flow of traffic from their Instagram accounts.

6. Dont be greedy with your "likes". Exploring Instagram through hashtags is probably the best way to find new people to follow and, in a way, invite people to check out your profile as well. For example, if you're in the business of making bread pudding, simply searching for #breadpudding or #gourmetdesserts can lead you to finding some great photos and people to follow. After hitting "like" you can count on that person to check out your profile and if he/she likes what they see, they will follow you! Its a great way to slowly grow your follower base and expand your reach.

7. Edit your photos. You dont only have to rely on filters provided to you in Instagram. There are plenty of 3rd party photo editing apps that can make your photos look like they're straight out of Kinfolk or UPPERCASE magazine! Here are some that we recommend - VSCO Cam, Afterglow, Snapseed, and Wood Camera.

Twitter 101

You're all obviously familiar with Twitter, right? Of course you are - aside from being the medium of choice for teens and celebrities, it's instantaneous capability has helped make it one of the most revolutionary forms of media. Most likely your business already has a Twitter account too but are you using it to its full potential? And if you're just starting out and plan to register an account to tweet from in the near future, you'll need some guidance. Here are a few tips:

Use Twitter to Sell

Most businesses use Twitter as an easy way to interact with followers and announce new products. I'm not saying you don't need to do the things I just mentioned but you should also be utilizing Twitter as a tool to push sales. Post exclusive promo codes and coupons that people can redeem in your online store. Release special codes for followers to use at an event for a discount or free gift (UNIQUE LA for example). Try time-based specials to drive sales such as "the first 25 people to buy our new this-and-that will get 25% off". This way, your followers will feel special because the coupon was only intended for them, and you'll be able to track your direct sales from Twitter.

Understand Your Purpose on Twitter

Before you tweet anything, you have to understand why you're doing it in the first place. Do you need to simply have an online presence? Do you need to move dead stock? Do you want to drive traffic to your other social networks? Do you want to inspire followers? Do you want to use your tweets to increase email subscribers? Writing down a quick strategy before you start tweeting is a good place to start. Once you know your objective(s) and your target audience you can start treating your Twitter account as seriously as you treat your actual business.

Be More Visual

Sometimes sharing a photo can be far more effective than 140 characters when you want to talk about your product. A beautiful, captivating photo of a delicious-looking cupcake will probably get more attention than words alone. The same can be said about launching new collections, showing people what's currently on sale, sharing pics of your booth at a tradeshow, etc. You can also use photography to get advice from your followers (i.e. Which shape do you prefer for our new logo?), to create a more personal connection, and even to show your humor.

Give your Twitter a Human Face

It's you, your fingers punching in those characters on Twitter, so use your own voice and don't sound like a corporation on Twitter. If you're a one-person show like most entrepreneurs, make sure your Twitter voice is as personal as possible. Send simple, casual tweets from a first person perspective rather than dry tweets that sound like a robot. People will be pleasantly surprised because they're not used to hearing from the head of the company (YOU in most cases).

Don't be Negative

While you should be yourself, don't give into the temptation to use Twitter as a forum to complain. We've all been there before, when something is so frustrating you want to 'let it out' but there is no bigger turnoff then to read complaints. Remember, this is business after all. Even if you are in the right, and have every reason to complain, being negative on Twitter just comes across as whining. And remember, the customer is always right! If you talk poorly about a mishap, a customer experience, another business, etc. it just shows your followers that you don't respect them and that you could perhaps talk about them someday. A definite "Don't"!

Manage Your Tweets

Tweeting on a daily basis can be pretty overwhelming especially when you're running a business. Streamline the process by using HootSuite to schedule tweets in advance and to handle multiple accounts (if you have more than one). HootSuite also has a stats feature that lets you track how many people clicked your links/interacted with your tweet.

Track Everything

Websites like Klout and TweetReach help you track your influence and reach on the web. It is crucial to track your stats in order to understand whether you're helping your business and how... What types of tweets do your followers respond to most? Which tweets get the most retweets? Is there a time of day that your twets perform best? Track your follows with TweetReach. Klout is best used to track your influence and see how well you engage your followers.

Pitching a Story to a Magazine?

Trying to pitch a story to an editor of a magazine? Read on...

Cory Bordonaro is a Georgia-girl-gone-West, working as an Editorial Assistant for Southern Living Magazine's Travel Department in Birmingham, AL. When she's not scouring the South for stories of artisans and artists, she's working away on her own craft of letterpress printing. "Andy the Vandy," a century-old 2000 lb. printing press, currently resides in her basement. You can find her work at fourhatspress.com.

1. When scouting markets for new material, what helps a brand stand apart from the next?

The National Stationary Show (late May) was my first market experience. I was drawn to the Southern artists, and was immediately looking for people who looked like they were ready for exposure—people with hi-res images, catalogs, etc.

2. Can one to two paragraphs and a good picture really be enough to interest an editor/blogger?

 I do think succinct is the way to go. Editors get oodles of emails each day, so to be able to make a snappy and interesting pitch is key. Contact information should be prominent, so that if an editor is interested, she knows just who to follow up with for additional information.

3. What’s missing when a pitch is almost there, but not quite?

Because most magazines are bent on covering what’s new and fresh, the ‘why should I care NOW’ component is vital. A good pitch can turn into a great pitch if editors can quickly uncover why it’s important to care about the particular thing, person, place, right now (or even better, tomorrow).

4. Biggest turnoff when someone is trying to get press?

One of the most glaringly obvious mistakes people make when pitching is failing to show their understanding of the content and readership of the outlet they are pitching. If I hear someone say, “I’ve been reading your Handmade column, and see that you like to feature up-and-coming local Southern artisans,” I’d be much more willing to hear them out. Demonstrate that you’re well versed in the magazine, and you’ve automatically won some time and attention.

5. What’s the wackiest thing someone has done to get your attention? Did it work?

Rather than explaining the pitch in writing, I once had a company send a personalized video link by email. I (somewhat hesitantly) clicked on it to quickly realize that the creator had taken the time to read some of my writing, and tailor his request to me specifically. It definitely got my attention—very creative and thorough.

6. What’s the easiest way to an editor’s heart?

 Someone who merits attention—whose work or story is compelling. And, call me crazy, but I still like hand-written letters.

7. The one thing you want to find in every pitch?

Pictures! Or tangible product. If it’s new handcrafted nut butters, I want to taste it.

*Our Biz Advice Column is compiled & edited by the fabulous Amy Flurry. You can follow her @recipeforpress.

Best in Show

5 Ways to Attract Editors and Bloggers to your Booth

Consumers won’t be the only ones shopping Unique SF in a few weeks. Editors, bloggers, even TV producers will be roaming the floor, looking for new products to feature. An editor of 18 years, I’ve scouted many trade and indie markets for stories and products. Here’s what you can do to better your odds at wooing press your way.

  Announce products that are new!

Editors have a lot of ground to cover but not always the time hear your whole brand story. Point out new products or even best selling products in a new color with a tag or small sign. Why? Market editors are there to find new product before anyone else, to get a scoop. If we can spot new items without having to ask, it saves both of us time.

  Share your story

When people connect with your brand story, they are inspired to shop. When editors connect with your story, they are inspired to share it with thousands of potential customers.  Figure our ways to convey who you are in your booth design and product literature.

  Seduce press with great photos

Editors are looking for strong pictures that support your product and could possibly be used in their publication. Draw them in with great images.

  Consider custom USB drive business cards

Editors don’t want (or need) a lot of heavy promotional material to lug around. But they may want to blog about their best finds or share their favorite picks with their editors. Help them out by providing press ready, high-resolution images on a custom USB drive. Oversize 5x7” postcards with strong product photography on the front and press contact information on the back is also a great, and less expensive way of staying in front of the mind of media.

  Display past press

Success attracts success, right? If you’ve been featured in a well-known magazine or online publication, share it with your visitors. Editors want to look for those who are prepared to work with them.  We don’t need to see every last article ever written, but one or two of the best signals you have experience and understand our needs (and if you don’t, read Recipe for Press, Pitch Your Story Like the Pros & Create a Buzz).

Written by Biz Section editor Amy Flurry