Reporters respond favorably to cover letters sent with press releases, especially when the letter relates to their needs. Sending a cover letter, also called a pitch letter, can increase the chances of a product review. The next few pages will teach you the art of writing effective pitch letters.
A pitch letter is a one-page correspondence that accompanies your press release or press kit. Its purpose is to capture the reporters’ interest, and motivate them to write about your product. You can be creative, witty, entertaining and imaginative (just avoid going overboard).
Pitch letters should keep the reporter’s interests in mind. Freelancer Nat Satkowski said he reads every pitch letter. Only when the letter addresses the needs of his audience does he read the press release. The message is clear: know the interests of your reporters’ audiences then write a pitch letter that tells them how your product meets those needs. This gives them usable material for a story.
Peggy Watt, Executive Editor of DBMS Magazine and former Software Editor of InfoWorld (both leading trade publications), shared a few pitch letters that went awry. Here are a few recurring themes that don’t work and why:
• “Write about my product or I’ll lose my job.”
Reporters don’t care about your job or that you just got out of school.
They care about keeping their jobs by helping their readers. If you want to
get publicity and “help reporters keep their jobs,” offer them
news, features and other story ideas that are in line with what they write.
• “Write about my product or I won’t advertise.”
Most major publications keep a distinct separation between the advertising
and editorial departments. Editorial integrity cannot be compromised by advertising
influence. By offering a bribe, such as your advertising dollars, you virtually
ensure that reporters will not write about your product.
Four pitch letters
follow that get the basic (and necessary) information across in a factual,
informative and friendly manner. These examples illustrate the
three primary goals of an effective pitch letter:
•
Gain their attention
•
Give them the essential facts.
•
Call them to action.
MoreFonts: The first two paragraphs of this pitch letter demonstrate the PR person’s awareness and understanding of the publication the reporter writes for. The fourth paragraph shows how the product will help the reporter’s readers.
Stupid PC Tricks: This pitch letter uses seasonal, recurring events to spark interest and create a sense of urgency. All the themes you see major retail sales promotions tied to generally appear as themes in monthly magazines as well.
Tip: Be sure you allow enough time for the reporter to review the product. Many publications go to press as much as three months prior to distribution, so know their editorial deadlines.
Simplicity Computing: This pitch letter defines a problem that reporters can relate to and demonstrates how the product solves the problem.
TeleMagic: The fourth paragraph of this pitch letter provides market trend figures from an outside source to prove a market exists for the product.
Pitch Letter Example: MoreFonts
Pitch Letter Example: Stupid PC Tricks
Pitch Letter Example: Simplicity Computing
Pitch Letter Example: TeleMagic
Worksheet
- Pitch Letter