Learn how to get your business snapped up by national publications.
I’m going to be very blunt: every single brand that enters the health and fitness industry thinks they are special. Literally every single one – or why else would they be there? They all have a passionate purpose and a craving to ‘help people’. A different approach. A list of testimonials, the science to back them, and a brand narrative sure to pull on the hearts and minds of the public.
The problem is: if you’re all so special and unique, how do editors ever choose who should be published? Editors can receive over 100 pitches per day to their inbox, so if your pitch isn’t up to scratch there is always another brand ready to take your place.
Here’s three ways you can make sure your brand and story get noticed by editors for all the right reasons:
1. Provide quality images
As the saying goes, a picture is worth 1000 words – for your own brand and for the publication you’re reaching out to. Without a quality shot to back your editorial and draw the reader into the story, the media outlet will likely pass you by.
Images must be high-resolution files and shot by an experienced and talented photographer. Equally as important, images must align to the style of the brand you are pitching too. While editor of Women’s Health & Fitness magazine, I received countless pitches from PTs containing dark, flexed and posed body building images. They were always met with a hard no! Beautiful images, but they didn’t appeal to our mainstream, often older, lifestyle audience.
So, do your research – take a look at the website and, in the case of a magazine or print publication, hard copy of the outlets you are pitching to. Get a feel for the type of images they use: are they bright or dark? Posed or candid? Strong or friendly? Don’t have images that suit? Invest in new ones or pitch to a different publication!
2. Be understood in 10–15 seconds
As an editor, I would look at every single email that landed in my inbox. But because I received 100s per day, I would stop reading within the first four sentences, unless something really caught my attention.
That’s why I always suggest brands get their key messaging down to four sentences. An editor (and your customer, for that matter) need to understand who you are, what you offer and your key point of difference within 10 to 15 seconds of reading.
Tip: don’t get caught up in your own ego! Your personal story doesn’t matter here, unless it provides a genuine story angle for the editor.
3. Make your pitch about the editor, not you
Editors are busy, stressed and often underpaid humans. So if you can find a way to make their life easier, you will triple your chances of getting published. You can do this in a number of ways:
- Pitch story ideas: Have a look at the type of content the magazine or media platform is publishing, and offer three to four new story ideas, each two to three sentences long. These story pitches should appeal to the media outlet’s audience and be something you can comment on using your own education and expertise.
- Offer a ready-made article: Some media outlets accept articles from suitably qualified expert contributors, especially if their freelance budget is tight. If you are certain your article could be a winner but don’t want to risk its potential getting lost in a pitch, sending over the final product may be worth the effort. Better yet, get a qualified journo to write the story for you.
- Help market their content: If you have a hefty social media following, an engaged blog or partnerships with key brands or influencers, it’s worth mentioning to the editor. They’ll be more likely to publish your content if you can offer a mutually beneficial marketing relationship.
A final word
Need help pitching to media outlets? Drop me a line to talk all things press releases, key messaging, story ideas and more.