Ho do you write an effective email pitch to tech press and bloggers? Here is actionable advice about: - how to tell your story - how to write your emails and some real cases to go through.

1. THE PITCH
Don’t suck it. Rock it.
Startupbootcamp, November 25th, 2014

2. Professional PR
made easy

3. Intro
• Learn to tell a story
• The email
• Let’s break it down

4. Learn to tell a story

5. Learn to tell a story
#1. You > your product

6. Learn to tell a story
Define your story
• Who are the people
• Why did you start
• What is it you’re changing

7. Learn to tell a story
#2. Learn which words work

8. Learn to tell a story
Short and simple
• Avoid jargon
• Avoid buzzwords
• Short sentences
• Be sincere

9. The email
#1. Know who you’re writing to

10. The email
Journalists need news, give them
something they’ll want to use.

11. The email
#2. Write a subject line, not a
sales pitch.

12. The email
You’re sharing, not selling

13. The email
#3. Get straight to the point

14. The email
A. (Relationship)
B. News
C. Relevance
D. End on an open note

15. The email
So, should you attach your press release?

16. The email
That’s up to you.

17. The email
Let’s break it down

18. The email
Will it work?
#1

19. My name is Yana Berlizeva, and I am a co-founder of Cardberry, a
company which consolidates consumers’ loyalty cards into one
easy-to-use device. Cardberry was accepted at ALPHA program
in Devices for Geeks category. Our product will also be featured
at a WebSummit 2014 stand. It has come to my attention that
you will take a part in WebSummit 2014, so I wanted to reach
out to you in order to introduce our product.

20. One-sentence intro
My name is Yana Berlizeva, and I am a co-founder of Cardberry, a
company which consolidates consumers’ loyalty cards into one
easy-to-use device. Cardberry was accepted at ALPHA program
in Devices for Geeks category. Our product will also be featured
at a WebSummit 2014 stand. It has come to my attention that
you will take a part in WebSummit 2014, so I wanted to reach
out to you in order to introduce our product.

21. One-sentence intro
My name is Yana Berlizeva, and I am a co-founder of Cardberry, a
company which consolidates consumers’ loyalty cards into one
easy-to-use device. Cardberry was accepted at ALPHA program
in Devices for Geeks category. Our product will also be featured
at a WebSummit 2014 stand. It has come to my attention that
you will take a part in WebSummit 2014, so I wanted to reach
out to you in order to introduce our product.
“We just happen to be
in the same place...”
Social proof?
Bragging?

22. We have become acquainted with your articles about technology.
Your readers will be definitely interested to know more about
our project. I would love to have the opportunity to speak with
you at WebSummit and demonstrate our product.
If you would like to know more about Cardberry, please send me
your contact details so we can arrange a time to meet.

23. Really? How so?
We have become acquainted with your articles about technology.
Your readers will be definitely interested to know more about
our project. I would love to have the opportunity to speak with
you at WebSummit and demonstrate our product.
If you would like to know more about Cardberry, please send me
your contact details so we can arrange a time to meet.

24. Really? How so?
We have become acquainted with your articles about technology.
Your readers will be definitely interested to know more about
our project. I would love to have the opportunity to speak with
you at WebSummit and demonstrate our product.
If you would like to know more about Cardberry, please send me
your contact details so we can arrange a time to meet.
Not too catchy

25. NOPE

26. The email
Will it work?
#2

28. Honest
intro

29. Hey, what’s that?!
Honest
intro

31. Too long?

32. Too long?
Relevant links

33. Too long?
Relevant links
No CTA here

34. CLOSE
BUT NO

35. The email
Will it work?
#3

37. You might have something
interesting?

38. You might have something
interesting?
Yes, you are in the same place.
We get it

40. YES

41. The email
Will it work?
#4

42. Hi Sam,
Really loved your post yesterday on how the
fan managed to get a job with the team, this is
priceless and amazing example of how passion
can help us succeed!
We have some big news for you.

43. I actually follow you
and enjoy your posts
Hi Sam,
Really loved your post yesterday on how the
fan managed to get a job with the team, this is
priceless and amazing example of how passion
can help us succeed!
We have some big news for you.

44. I actually follow you
and enjoy your posts
Hi Sam,
Really loved your post yesterday on how the
fan managed to get a job with the team, this is
priceless and amazing example of how passion
can help us succeed!
We have some big news for you.
Talk like a human being

45. You are the only newssource I have approached
with this, do you think this could be an
interesting story for you and your readers?

46. Exclusive
You are the only newssource I have approached
with this, do you think this could be an
interesting story for you and your readers?

47. Exclusive
You are the only newssource I have approached
with this, do you think this could be an
interesting story for you and your readers?
ONE clear question

48. YES

49. Thank you!