Here’s a Recipe for a Winning Pitch that You Can Adapt for Your Own Needs and Take for a Spin

We all want to sell more products and services. But figuring out how to frame what we do in the context of what is timely, newsworthy, and relevant isn’t something that comes easily without practice. I practice a lot, so today I am going to share a recipe for a winning pitch that you can try to serve your own interests.

• Watch the headlines in the local or national media for big trends that are gathering speed.
• Find support for that trend from credible sources.
• Combine the trend and the reference to credible sources into a powerful sentence that grabs attention.
• Share how your own story fits in.

Let me bring this recipe to life, using one of my client’s products as an example.

The Wall Street Journal reported on Saturday, July 26 that luxury goods — including purses — are still hot, even in today’s troubled economy. The report called attention to the Hermes Crocodile Kelly Bag, priced at $30,000. that is earning new buyers every day. Here is a link to that story. And, did you know that the Today Show reported that the bottoms of purses are among the “12 most germiest” places on Earth? Here is a link to the Today Show with this rather compelling information. Put both of those trends in focus, and you’ve got an opportunity to be of powerful service to holiday gift buyers with an elegant, affordable and functional solution.

Newcastle, WA resident and founder of ZookHooks Inc.Alexis Meisel is known among women who attend local networking events as “The Hook Lady.” She is a 35-year-old MBA who left her position working as an economist gathering data for the consumer price index to launch a company that adds theft and germ protection to handbags. The product? A little gadget from the 1950’s called a purse hanger that she sells under the ZookHooks name.

Alexis’ vision is for every woman who carries a handbag to have a ZookHook to match every bag she has in every style, color, and design. Alexis is continually sourcing new designs that are multi-functional. For example, one of the most popular designs — the compact mirror –serves as a purse hook and a compact that makes it easy to check one’s lipstick at the dining table.One of her ZookHooks has a photo frame within which you can display a photo of your child, spouse, pet or other loved one. She has a line of coordinating key hooks, too.These really add a bit of bling to any handbag — and they are eye-catching, fun, and functional.

She is anticipating big business this holiday season as gift givers look for fashionable and affordable items with which to stuff stockings, share with personal service providers such as hair stylists, manicurists, massage therapists, teachers, and day care providers and offer as gifts to women at every age and life stage who just love purses and everything to do with them.

Prices for ZookHooks range from as low as $6.99 to a high of $17.99. Gift sets that include both purse and key hooks range from $12.99 to $19.99. While purse hangers are not new items, Alexis’ approach to doing business is refreshing. An animal lover at heart, Alexis donates 10% of her net profits to animal rescue organizations. She even has a line of Zookhooks for animal lovers.

I’d be delighted to share ZookHook samples to review as you consider how to proceed with this story idea for your holiday gift guide. Just share the perfect mailing address, and your wish for your own ZookHook will be my pleasure to grant.. Bring on the bling for your purse. It’s a beautiful thing! Thank you for your consideration.

It is any surprise that this pitch delivered an immediate and affirmative reply? Here is the words that came back minutes after replying to a media query:

Nancy –

GENIUS! I love this idea (and come across this issue multiple times a day – esp living in NYC!). It is PERFECT for my blog!! Please mail a press kit and a (non-returnable) sample at your convenience to the following location.

I share this to demonstrate that the recipe for a winning pitch really does work. I invite you to adapt this recipe for your own needs. Take it out for a spin as you reply to leads that come to you free of charge from Help a Reporter Out. And please share your successes. I can’t wait to hear from you.

And, if you are now motivated to add a little bling to your purse and protect your investment from dirt, grime, and more, order a bundle of ZookHooks for all the women in your life and the purses they love. Animal welfare organizations will benefit, and you will, too.

And, if you work in the media or write a blog that would benefit from featuring ZookHooks, the offer to send a sample for your editorial consideration is real. Get in touch with me at nancy@nsjmktg.com to make your request. Thank you.

Three Ways to Make It Easy to Know Who to Call to Earn the Ink

My latest Puget Sound Business Journal column offers three useful and affordable resources to make it easy to know who to call to earn the “ink and air.” If you subscribe to the paper, you can see the story link here. If you don’t, here is the text version. I share it because the information is just too useful not to share.  By the way, I can’t say enough about the value you’ll get from your own Puget Sound Business Journal subscription.  And, when you sign up , mention my name and you’ll get a special Media-Savvy-to-Go discount.  How cool is that?

If earning media attention for your products, expertise, or services is a priority, consider three useful resources to help you connect readily with the right reporters, freelancers, and editorial decision makers to earn expert status or bring your products into the media spotlight.

Help a Reporter Out

Stories are in development every day, and reporters need ready access to experts, products, and perspectives to lend impact to the news at hand. One way to take contribute is to subscribe to a free media query service launched by Peter Shankman called helpareporterout.com. In exchange, you receive 3-5 emails each day that outline the specifics reporters are seeking to contribute to stories in development right now. If you are among the first people to respond to calls for experts in a timely, compelling, and provocative way on or before the deadline, you can be on your way toward earning the publicity you seek. Over 12,000 members – reporters and experts alike – have signed up to benefit from this free service since it launched early in 2008.

Reading these leads also offers a powerful lesson in how to frame your own story to be newsworthy and relevant in the context of what is going on in the nation and the world right now. Recently, there has been a flurry of interest in stories seeking experts about how to retire in turbulent times, how to “staycation”rather than vacation, and how to recession proof your business. With quick and compelling replies to each, media placements have mounted for clients large and small, bringing their stories forward to much wider audiences with ease. If the commentary and ideas you share are on target, you’ll earn a place in stories soon to debut. It’s just that simple.

Once you earn success with your first few media placements, you’ll be convinced in the value of this free service, and you’ll want to go deeper in your media relations efforts.

PR Leads

Connect to even more media requests by subscribing to PR Leads. This affordable service ($99 each month) puts you in touch with reporters writing stories for major publications like The Wall Street Journal, CNN, and Newsweek, as well as Redbook and Glamour who need to quote experts like you. You receive their names and email addresses and their story angles so you can contact them.

Last month, I received a query seeking “wow” summer fun toys to promote rest and relaxation poolside. I jumped on the chance to share the Aqua Reader from Olympic Hot Tub Company’s e-store that makes it easy to read a great book and hold a refreshing beverage while soaking in a hot tub or pool. A content contributor for a TV show airing in 20 major markets asked for samples to feature within the program, and one of the programs was CBS This Morning. It took just a few minutes to reply, and the client now stands to benefit from orders for the Aqua Reader from viewers across the nation. Learn more at prleads.com.

Gift List Media

Do you have a product that is perfectly timed for feature in the holiday gift guides of national magazines? If so, consider a subscription to giftlistmedia.com. This service puts you in touch with the decision makers responsible for choosing products to feature in holiday gift guides. You receive their names and email addresses, their story angles, and so much more. This database includes print contacts at magazines and the top 250 daily newspapers, wires, syndicate and news service contacts, and television producers at national network, cable and syndicated television shows, plus national radio. Information targets features for the December holidays, as well as year round product coverage. A subscription runs about $549.

Last month, I initiated my subscription and immediately researched the list to find a decision maker at O magazine. With my first pitch, I enlisted immediate interest. Minutes later, the editor asked for product samples. Days later, the editor asked for a second shipment of product samples for a product tasting with none other than Oprah herself. Now, Seattle Chocolate Company’s Extreme Dark Truffle Bars to benefit breast cancer charities are slated for feature within the October issue of O magazine during Breast Cancer Awareness Month.

Receiving a “congratulatory” email from a style editor at O magazine was one of those “Mastercard” moments.

- Cost of my early bird Gift List Media subscription: $499

- Value of a placement in O magazine: Priceless

Great rewards are waiting when you jump into the do-it-yourself publicity pool with both feet using affordable and powerful tools such as these. Come on in. The water is fine.

Nancy S. Juetten is a publicist, newspaper columnist, speaker, Publici-Tea™ trainer, and the author of the Media-Savvy-to-Go Publicity Toolkit that empowers business owners to get seen, heard, and celebrated in their own backyards and beyond from the impact and credibility of free publicity. Visit localprforme.com to learn more. Get in touch with Nancy at 425-641-5214 or by email at nancy@nsjmktg.com.

By the way, the Media-Savvy-to-Go Publicity e-Toolkit is on sale for just $57 through August 14. Take advantage of the $20 savings on the e-Toolkit AND receive a 15-minute DIY publicity coaching call with me when you are among the 12 folks first to respond to the offer. The first three appointments went quickly, and 12 more remain. Claim one as your own today and get the inspiration, tools, and insights to tell your story to a much wider audience!

Letting You in on a Little Secret that Could Help Your DIY Publicity Effort

Did you know that I have a number of free audio files posted at my consulting website that make it easy for you to listen to my DIY publicity guidance without spending a penny? Well, it’s true. You can visit this site and listen to a number of prior teleconferences and radio interviews that offer great tips to help you earn free publicity.

I bring this up because I know many folks are searching for assistance to grow their businesses in challenging times, and gaining access to free insights and information is welcome, now more than ever.

If you have the opportunity to participate in radio interviews or teleconferences, be sure to record them. Then, you can make the decision to offer them to others for free or for fee to serve those who most need your help. You can spread the good news and information without ever leaving your office, and the impact your insights can have on others’ success can be powerful.

A “Hear Nancy on the Radio” button is posted to my website to make it easy for folks to listen in. People have called me to book me for speaking engagements, invite me to be on their radio shows, and purchase my information products as a direct result of listening to these radio interviews. And, people who have viewed my TV interview with BizTalk with Zita have done the same thing. I invite you to get your audio and video files in order and figure out the best way to share them with your customers and prospects to be of service in the ways that matter most to you and your business — and theirs.

As for me, I am really energized about bringing the Publici-Tea™ Half-Day Workshop to business owners everywhere, either in person or virtually, so they can gain confidence, skills, resources, tools, and connections to bring their success stories out of the darkness and into the media spotlight.

After listening to Robyn Spizman speak about the concept of WOW at the eWomenNetwork International Conference & Business Expo in Dallas, I am convinced that this event format is something unique, remarkable, and worthy of taking on the road and beyond.

Spizman says that WOW is that indefinable “something” that makes you really stand out. WOW happens when you and your business, ideas, and abilities exist in that very small zone called distinctive. You do something that’s so fresh, innovative, and impressive that you are memorable. And you make it look effortless.

The joy and passion I feel for these events is matched only by the light I see in my guests’ eyes when they realize that they really can do their own publicity, and they can’t wait to get started. The next session is August 15 in Tacoma, followed by another great event on September 12 in Bellevue. Thanks for helping to spread the word and signing up. And, if you’d like to bring the Publici-Tea™ to your hometown, let’s talk about it! Give me a call at 425-641-5214 or send me an email at nancy@nsjmktg.com.

Robyn Spizman with Words of Wisdom about Media Relations, WOW, and Other Things

I’ve been out of touch for a few days because I attended the eWomenNetwork International Conference & Business Expo 2008 in Dallas, Texas with about 3,000 other women business owners and a few men besides.

Robyn Spizman, nationally recognized television personality, lecturer and author of dozens of how-to books, was among the top notch speakers at the event, and she offered a sound bite worth repeating. She said if you break down the word “media” into two parts, the first is “me” and the second is “do it again.” Her point was that consistency is key when sharing your story with the media. Keep at it, and great results will flow. She also made clear the importance of showcasing your WOW, just in time to bring attention to her own latest WOW — the book entitled “Where is Your WOW?”

Spizman says that WOW is that indefinable “something” that makes you really stand out. WOW happens when you and your business, ideas, and abilities exist in that very small zone called distinctive. You do something that’s so fresh, innovative, and impressive that you are memorable. And you make it look effortless.

She offered at least three ways to showcase your WOW.

1) Always ask, “How can I help you?”

2) Be the first to say “hello.”

3) It’s better to be interested versus interesting. Spizman credited this tip to Pat Burns.

Those are great tips. I can’t wait to read the book for even more great ideas.

What is your WOW? And, how are you sharing your story with the world?

I’ll share more highlights from the eWomenNetwork International Conference & Business Expo 2008 in the days to come. Stay tuned.

The Golden Circle - A Huge Pearl of Wisdom from “Make Mine a Million $ Business” Event

If you were among the 400 or so women business owners in attendance at the Make Mine a Million $ Business event in Seattle earlier this month, good for you. You are thinking big and lending support to others who are in the same boat.

A highlight of attending the event was hearing Simon Sinek speak about a concept he called ‘The Golden Circle.’ The Golden Circle is an amazingly simple, yet profound way of defining who you are and how you contribute. Simon says most people start with the ‘what.’ Then, they launch into the ‘how.’ They conclude by talking about the ‘why.’

Simon says that by gaining clarity and articulating the ‘why’ that inspires your business, amazing things happen. Rather than try to explain it and steal Simon’s amazing thunder, I urge you to visit his site and be inspired to doing business in an entirely new way. And, if you or your organization ever require an engaging speaker with big, actionable ideas to share to inspire your business to heightened levels of success, Simon Sinek is one to consider without hesitation.

As for the ‘why’ behind my business, here it is. I am on a mission to empower and inspire business owners everywhere with useful tips, resources, tools, and contacts so they get into immediate action to get seen, heard, and celebrated in their own backyards … and beyond through the power of do-it-yourself publicity.

Everyday I receive ‘thank you’ notes from business owners who apply the tips, resources, tools, and ideas I share to their buzz building advantage. I know the ‘why’ that inspires my business is powerful, inviting, and much needed among those hungry for effective, affordable ways to differentiate and stand apart in today’s demanding marketplace.

That ‘why’ is so much bigger than the free publicity. It’s about empowering others to help themselves so they are never hungry for publicity again or beholden to high priced PR agencies that stop short of helping them help themselves. Join me in the DIY publicity movement, and let’s see what magic we can manifest in the marketplace under our own power. If ever there was a time to jump on this bandwagon, it is now. Come on in. The water is fine. Great rewards are waiting.

By the way, have you signed up for the Media-Savvy-to-Go ezine yet? Please do. The sign-up form is on the right hand side of this page. When you sign up, you’ll receive by immediate digital download 12 sassy newspaper columns to empower your DIY publicity success. You know you need some good summer reading material, so let this be the start of your DIY publicity education today. And, of course, I invite you to subscribe to the RSS feed so you never miss a Mainstreet Media Savvy blog post. The sign up is a the far lower right corner of the blog. Sign up today.

It is sunny and beautiful in Seattle today. I hope you are enjoying equally magnificent weather from wherever you are in the nation or the world. Get out there and enjoy this fabulous day!

Hurray for Gift List Media - My Pitch Invited Interest from O Magazine to Taste Seattle Chocolates!

I started sending holiday gift guide pitches to national magazines to bring attention to a client with a delicious and heart-felt story to tell. Thanks to my subscription to Gift List Media, I have access to the names, email addresses, contact preferences, and editorial plans of the exact people at hundreds of national magazines to whom I can pitch timely, relevant, and worthwhile stories to add value to holiday gift guides in development. And, since I believe in aiming high, I started with a pitch to none other than O magazine.

Guess what? Within 15 minutes of sending my pitch, I earned a request for product samples. Now my client’s Extreme Dark Truffle Bars to benefit breast cancer charities just might earn the ink. Because I read PR Secrets Founder Susan Harrow’s book on how to appeal to decision makers at The Oprah Winfrey Show and O magazine — and because I am an avid viewer of the show and reader of the magazine — the right words just flowed. Here is the information I shared in my pitch:

Oprah appreciates exquisite packaging and extraordinarily good taste perhaps more than anyone. And doing good matters most of all. That is why I am proud to share with you the family of truffle bars from none other than Seattle Chocolate Company (www.seattlechocolates.com.) Each has undergone an “Extreme Makeover” to debut sassy, contemporary packaging this coming August that looks just as delicious as the bars taste when they touch your lips. Now, “What Happiness Tastes Like™” and “What Happiness Looks Like” can be enjoyed one delicious bite at a time. Best of all, 100% of the proceeds from the sale of the company’s Extreme Dark Truffle Bar — the best selling bar in the line — will benefit breast cancer charities. These products dressed in their new packages will soon be available in well over 12,000 retail, grocery, and drug stores across the nation and via the company’s online store. Attached are images of the sassy new packaging for the entire line and an image of the fuchsia-colored Extreme Dark Truffle Bar. It would be a pleasure to send samples for your tasting pleasure. It would be a dream come true to earn a placement among Oprah’s Favorite Things at any time of the year — and holiday in particular. Here is a link to the company’s online press room to make it easy for you to learn more about a company very passionate about all things chocolate — that operates with heart to benefit women everywhere: http://www.seattlechocolates.com/AboutUs/PressRoom/tabid/299/Default.aspx. Seattle Chocolate Company is a successful, woman owned company that generates well over $12 million a year in annual revenues. And its owner Jean Thompson is proof positive that life beyond 40 is super sweet indeed. At 47, Thompson is fit, fabulous, fulfilled, and forever grateful that her passion for premium chocolate is making women all across the nation happy every day, everywhere they live, work, and shop.Thank you for your consideration.

Now I believe in the power of positive intentions as much or more than most people, and these products do taste fabulous, look great, and make a difference for women everywhere. Now, the product just has to earn its stripes with the folks at O magazine, and I can’t wait to tell you how that turns out. In the meantime, if you have products that are well suited for holiday gift guide consideration at top national magazines, now is the time to start making your pitches. Invite more publicity success with greater ease by subscribing to Gift List Media today. Just one amazing placement in a prestigious magazine like O could be just the ticket to make your investment more than worthwhile. Aim high. Reach for the stars. And believe that great placements are waiting. When you prepare well, target your pitch, and deliver a compelling message, you’ll enlist interest so your business can take flight. What are you waiting for?

If Yours Was Among 800 Email Pitches Received in a Given Day, Would Yours Stand Out?

Doesn’t that question stop you right in your tracks. It sure gives me pause.

While enjoying lunch yesterday at a rare visit to Whole Foods Market in Bellevue, I received what seemed like divine inspiration to write a pitch on behalf of one of my clients. I raced home, put fingers to the keyboard, and composed a sassy pitch that was targeted very specifically to an influential reporter with a weekly column that earns plenty of readership. Within minutes, this reporter replied with her interest in interviewing my client. It was magic.

While I had the reporter on the phone, I took the opportunity to mention another pitch that I thought would be on target. I could sense the reporter wasn’t listening, so I paused and said, “Would it be better for me to put this in an email so you can consider it more carefully when the timing is even better?” She answered “Yes.” And then she said she gets 800 emails a day. 800 emails a day! That she responded in record time to the first pitch with a “yes” was a powerful demonstration that a sassy, specific pitch is always the right way to proceed.

If your email pitches have “blah, blah, blah” boring subject lines and boilerplate messages, you don’t stand a chance of capturing interest and inviting interviews, especially when yours is among 800 pitches waiting in line to earn consideration. So before you hit “send” on that pitch you are working on, put it through your own “blah, blah, blah” filter and see if you can go deeper to get to the heart of why anyone should care and why your news matters in a manner that is beyond boilerplate on every score. Otherwise, sit out and wait until you can. Reporters everywhere will thank you.  Best of all, your pitch will stand a much better chance of being among the few pitches that escape the wrath of the “delete” key and earn serious editorial consideration.

Do-It-Yourself Publicity Lessons from “American Idol” - Plus a Special Offer to Save 20% on Your PSBJ Subscription

Check out today’s “Media Savvy” column in today’s Puget Sound Business Journal. It shares do-it-yourself publicity lessons business owners can learn from “American Idol.” It’s a fun read, and it just might get people talking. If you are a subscriber to the paper, you can access the content at this link. If you are not yet a subscriber, why not make that decision today? After all, if you want to be seen, heard, and celebrated in the business news, the perfect place to start is to make reading the business news a well formed habit. Call PSBJ Circulation Representative Elizabeth Case at 206-876-5418 or send email to ecase@bizjournals.com to enjoy a 20% Main Street Media Savvy discount when you subscribe today!

Blogging Expert Betsy Talbot - a Special Guest at June 13 Publici-Tea™

Have you been sitting on the sidelines, wondering what the heck is a blog and how can it contribute to the growth of your business? If so, here’s great news. Blogging expert Betsy Talbot will be my special guest at the Friday, June 13 Publici-Tea™ Half-Day Workshop at The Village Bellevue. She’ll address nitty-gritty blogging basics so you can see clearly how and why blogging can build the buzz, contribute to the growth of your business, and help you get heard in powerful ways fueled by the power of cyberspace. You can read more about the event and the wonderful compliments guests always share at this link. Register today and give yourself the gift of time to work ON your business and not in it for an information and inspiration-packed half-day. And, as always, there will be plenty of Seattle Chocolates on hand to fuel your enthusiasm. I can’t wait to meet you.

Free Press Release Distribution Sites — Check Them Out

One of the sites I monitor is www.startupnation.com. Today, I stumbled upon a new publicity blog by Melanie Rembrant that offers a list of free press release distribution sites and some good advice about press releases. Check it out and see how her sage advice can serve your storytelling and story distribution interests.