When you’re having coffee with a friend, it’s easy to show her your latest gadget or fashion item. In the marketing world, however, we usually need to pique the interest of someone we will never see in person – a journalist. The past several blogs have described concrete and workable ways to grab press interest with pitches and by other means.
What if you are not marketing a product, but a service? A service is something someone needs to experience in order to love and use again. Often a friend will take your recommendation of an auto shop, beauty salon, or restaurant. Our strategies here however, are for those whom you will likely not speak to one on one – journalists.
Here’s a quick guide on how to go about pitching products vs. services:
1. The Pitch. In previous posts we discussed what a pitch is, why it is important, and how it should be formatted. Both products and services should be introduced to journalists and reporters with a professional pitch.
Product: Offer a free sample in your pitch.
Service: Offer an opportunity to try the service for free.
2. Next Steps. Once you’ve sent the pitch, if a journalist responds favorably to you, take these follow up actions:
Product: It is not advisable to send the real thing with the first pitch for several reasons (expense, journalistic interest, etc.), but when you have received the journalist’s green light indicating interest, you should send a sample along with what we at Three Girls Media & Marketing call a “Sample Letter.”
Write a catchy phrase at the top, like “Your Sample of XX Has Arrived!” with your logo and contact information. Below that include a professional picture of the product, and useful facts that a reporter would want to know: what is does (product specs), what it costs, where is it made and when did it launch, where can people buy it, and so on. You can even include a few brief testimonials from real users. Make the page look inviting and to the point; don’t saturate it with verbiage, and send it along with the product to the press.
Don’t expect the sample to be returned! You want the press to use it, keep it and write about it.
Service: The service equivalent of the Sample Letter is the Fact Sheet. Since you can’t send your service through the mail, you want to invite the reporter to experience it. Include a snappy title like, “Enjoy the Luxurious Experience of XYZ On Us!” with your logo and contact information. If appropriate, include a picture of someone using the service, and possibly one or two short testimonials from satisfied customers.
Make a reasonable offer: a free dinner for two, one night’s stay at your hotel, 3-month free trial of your app’s premium version.
3. Follow Up! As we love to say, “The Fortune is in the Follow Up!” Neglect this, and all your efforts are wasted.
Product: Wait until the media professional has had your product in-hand at least three days before following up. Email or call, asking what she thought of the product and if she will be able to include it in a story.
Services: The first follow up on a service might be assisting the journalist to schedule his appointment. Don’t hesitate to ask if he is interested, and would like you to help set up an appointment for him Once the reporter has tried your service, follow up with an email or phone call, asking what he thought of the experience, and if he would be able to include it in a story.
Successfully marketing for products and services takes time, attention to detail and legwork. But the payoffs in media attention are worth all the effort.
Special Offer: Three Girls Media & Marketing Inc. loves working with small and emerging companies to raise their brand awareness and name recognition. We offer a complimentary 30-minute phone consultation. Email info@ThreeGirlsMedia.com to make your appointment today!
Photo Credit: VFS Digital Design
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