3 Steps to Get Press For Your Business, For Free

What's up friends,

Today's email is about being coolest guy/gal in the room. If you want to be that, keep reading.

I don't need to sell you on the importance of press.

It's super-superficial (you like that?), but the reality is: It's opened doors for me.

Since getting myself press, I've:

Booked more calls. Got more referrals. And made more money.

...there's just an added level of respect, I guess.

I don't know who said it - and I'm not going to Google it - but there's a saying: Adapt or die.

So, here it is:

How you can get featured in outlets like Forbes, Business Insider, AdWeek, and more.

... before I spill the juice (or the sauce, as the kids call it) - here's proof I've done it:

By the end of today's email you'll know:

👉 What to pitch (based on your business)

👉 Who to pitch it to (finding the right journalists + emails)

👉 How to pitch it (how to write a pitch better than 86% of people. That's an unverified stat. I made it up as I typed it).

The What

My deepest apologies, but Architecture Daily doesn't care about your SMS Marketing SaaS.

Seriously, you need to make a list of outlets relevant to your business.

You probably have your dream ones already.... Forbes, Entrepreneur, Business Insider, etc.

But this is a numbers game. Not every journalist is going to get back to you.

Actually, the majority will ignore you.

So here's a little hack I use to find more outlets: Google keywords relevant to your niche (influencer marketing, marketing agency, etc).

This gives you a bunch of outlets that are writing about your topic.

Now, to get the journalist’s email:

The Who

This will vary journalist-to-journalist, outlet-to-outlet, but there is one constant: you need to be resourceful.

Some sites are nice and easy, like Business Insider. They'll give you emails right on their author profile page.

As an example, here's Marta Biino's profile. She wrote about me. You should read her stuff.

If you can't find the person's email on the outlet's page, Google their name.

A lot of journalists have personal sites. There is often an email there.

If not, check their Twitter.

That failed? Check their LinkedIn.

If you use your two hands and all of your brain, it is tough to find a journalist without a public email address, somewhere on the internet.

Now you've got the outlet, the right journalist, and their email. Cool beans.

Throw them in a Google Sheet, and let's get to the pitch.

The Pitch

Your pitch needs to be unique, concise, and intriguing.

Pitch something that’s newsworthy. Be honest with yourself.

Maybe you just finished a fun campaign with a client.

Maybe something important happened in your industry that you’re an authority on.

9 times out of 10, the journalist wants an actual story pitch - not you asking them for a profile.

Sometimes - if you're an interesting cat - you'll get the profile anyways.

Don't be boring.

Now, how to pitch it:

Be quick, add value, make an ask.

The following is a boilerplate template you can use, and customize to your liking.

“Hi (Reporter Name)

(Personalized Line)

I’m (Your Name), and we just (insert win, client campaign, etc).

I think it would make for a great story, and I’d love to speak with you for (Outlet Name).

Interested in discussing?”

Is this guaranteed? No.

The only 3 guarantees in life are death, taxes, and your prospect wanting to “circle back later”.

But, with the right pitch - it works.

You won’t get 5 stories from 5 pitches.

But, like anything, if you stick with it - you can do it.

See ya

That's pretty much it. Get out there. Send emails. Get no's, get yes's.

Give your extended family something to ask about every time you see them, without fail.

And, as always...

Tell 3 friends to tell 3 friends about the newsletter, if you know what I'm saying:

Thanks for reading. Hope you come back.

Your friend,

Stewart The Koala.