500 Writers & Editors Reveal What They Look for in a Pitch

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This is a story
about a noise:value ratio
that has gotten out of whack.
@KelseyLibert, @RyMcGonagill, www.Frac.tl
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Editorial voices are outnumbered by public
relations professionals by almost 5:1
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“Many [PR professionals] have a
misunderstanding when it comes to
the difference between advertorial
and guest posts.” – Gigaom.com
“Too many submissions we get are
clearly just pitches for a company,
attempting to masquerade as thought
pieces, a press release dressed as a guest
post.” – TechCrunch.com
“Over time [guest blogging] has become
a more and more spammy practice.”
– Matt Cutts

We interviewed over 500 writers, editors, and publishers.
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This Is Their Story
@KelseyLibert,

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The majority of people
you’re pitching only write
ONE STORY per day.
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Although most writers
publish one story per day,
44% of them get pitched a
minimum of TWENTY
TIMES per day.
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Although writers are
inundated with pitches, only
11% often write a story
based on content that was
sent through a pitch.

However, 45% said
sometimes, so there is an
opportunity for change.
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Your Strategy Lesson

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STOP spamming writers
with poorly matched assets.
Instead, collaborate on
mutually beneficial ideas.
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Your Networking Lesson

64% of writers think it is of
some importance that you
establish a personal
connection before pitching.
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Use Twitter as a platform to
socialize with your prospects
weeks prior to the pitch.
Engage in blog posts.
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Put down your cell phone.
Stop spamming on social media.
Start writing sincere emails
to the best-fit person
for your campaign.
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Use a CRM such as BuzzStream
to manage your relationships.
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Your Pitch Lesson

What time of day do you want to be pitched?

Use a pre-scheduling tool to
send your emails in the early
morning hours.
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88% of writers prefer a
pitch be less than 200
words. Check your word
count before sending.
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Test your subject lines in
your inbox. What stands out?
The golden rule is 45-65
characters.

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An overwhelming number said they want a subject line that is:
• Direct
• Concise
• Descriptive
• Includes keywords relevant to the writer’s beat
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• Do your research.
• Know the publication.
• Be relevant.
• Make it newsworthy.
• Know my beat.
• Don’t use all caps.
• Be personal.
• Be concise.
• Don’t cold call.
• Does it fit my beat?
• Use spellcheck.
• No giant attachments.
• Don’t pitch on social media.
• Know my audience.
• Avoid phony friendliness.
• Get my name right.
• Avoid the fluff.
• Tailor your subject lines.
• Die in a fire.
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“If I don't respond it's because I'm not interested. If I am
interested, I will email you back.”
– NationalJournal.com
“1) Don't send multiple emails and follow-ups. 2) Don't
follow up your email with a call.”
– Parents.com
“Do not call me 5 minutes later to follow up.”
– Geek.com
“Don't follow up so many times. If we're not interested,
we're not interested.”
– OutOfThePastBlog.com
“Unless I contact you asking for more information, don't
follow up 2 and 3 times asking if I'm going to write
about the story you sent me.”
– TheGoodWineGuru.com

• Breaking news
• Exclusive research
• Emotional stories
• Timeliness
• Relevance
• Data
• New hook
• A story
• Interview opportunities
• Data visualizations
• Useful information
• Innovative
• Interesting analysis
• Storytelling
• Well-researched
• Meets editorial mission
• Original content
• Solutions to problems
• Engaging
• Amusing
• Useful insights
• Humor
• Unique angles
• High-quality graphics
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Research by Kelsey Libert, www.Frac.tl
http://frac.tl/publisher-feedback/

Leverage The Science
Behind Great Content.
Research by Kelsey Libert, www.Frac.tl

Build Relationships. Build Buzz.
Check us out at www.buzzstream.com!

500 Writers & Editors Reveal What They Look for in a Pitch

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