Writing the Perfect Pitch Letter Course transcript 2009 Copyright Lisa Otto.com Copywriting, 2009 Welcome, Creating effective pitch letters can be intimidating and daunting, especially if writing isn’t your ‘thing’. Luckily, the process can be simpler, and with a little practice, easier to do. This transcript is from my popular online eClass, Writing the Perfect Pitch Letter, in which participants followed along in real-time, online instruction on writing pitch letters over the course of the two-day class. This class was held to compliment the ebook/workbook of the same name, which provides in-depth tutorials and step-bystep instruction on creating pitch letters for any type of product, service or business pitching. Please follow along and complete the steps for learning how to write better pitch letters for yourself. If you have any questions, please email me at [email protected] and I will do my best to help. Cheers! -Lisa Otto, Owner Lisa Otto.com Copywriting A full service writing boutique for small business, product moms and event planners. Writing the Perfect Pitch Letter Class Transcript Thank you so much for joining me today as we talk about-and you learn how to create-pitch letters. There are a few things I'd like you to know before we get started. All material on this forum is copyrighted by Lisa Otto.com Copywriting. No part of this Class, including written materials or lecture may be used without my expressed written consent. This includes copy/paste or downloading information for other use. This class is a two day session. This is an interactive class, meaning that I will be online posting the lessons and answering your questions during the above noted dates and times. During these interactive times I will be online at your disposal to help immediately guide you through the posted lessons and be immediately available to answer your questions. Of course, once the lesson is posted you are free to complete the steps at your convenience and post your questions even if it is not during my 'live' time. I will answer all questions and offer support and guidance continuously throughout the class, though it may not be immediate if after the prearranged 'live' time. Each lesson will have be posted on its own in order, ie: post #1, #2,#3, etc... You are free to post your questions to each lesson as they arise. I encourage you to follow along with the class and try to complete all lessons within the two day time frame. Creating your pitch letter is a process-but not a long one. You will need to make a time commitment to complete each step and rationalize the process. You can complete the steps on your own time, at your own pace, if that is what works the best for you. I do ask that you have all steps completed BEFORE January 19, 2009 when the next class begins. Please let me know if you don't feel you'll be able to complete the course by that date and we will make arrangements to make sure you get the most from your learning experience. Class Objectives The purpose of this class is two-fold: 1) To provide you with the skills and knowledge to create an effective pitch letter for promoting your product to retailers and media. 2) To provide education on the pitching process-how to pitch, what to expect during the actual process and how to follow-up. You'll learn: • • • • • • • How to create a professional pitch letter following standard business format How to create an engaging opening paragraph to keep your reader interested What essential information must be included in your pitch letter How to determine when to use a pitch letter vs. a press release How to submit your pitch letter to retailers and media, The best practices for submission and what to expect after the pitch How to follow-up with your contacts and complete the pitch Question and answer session following the completion of this class will provide additional opportunity to learn. Information on Creating Your Letter in Class Because the purpose of this class is for you to have a polished pitch letter ready when class is complete, I encourage you to post your writing samples after each lesson for critique and guidance. Once you've had the chance to actually work with your own pitch letter, you will see how the steps unfold and writing will become easier for you. While we are getting to that point, Web: http://www.lisaotto.com Email: [email protected] Copyright 2009, LisaOtto.com Copywriting Writing the Perfect Pitch Letter Class Transcript though, I'd really like to interact with you and help you create your letter as we complete each step. Once posted, I will comment and make suggestions about your pitch letter and help you revise it until you have a remarkable letter to use for your business! If you are not comfortable posting your letter on the forum, please feel free to email it to me, though it may take me a touch longer to respond with your critique. I do encourage you to post your letter to the forum, however, to further enrich the educational experience of all participants. This choice is completely up to you, however. Lastly, at the end of the class I invite you to send your pitch letters to me for a final critique and guidance to polish it up. I will have all letters back within one week of your final submittal to me. What is a Pitch Letter? You've probably heard pitch letters called by many other names: cover letter, query letter or sales letter. No matter what you call it, all of these have the same intent-to get your product in front of someone who can do something beneficial for your business. Pitch letters are used to present your product to potential buyers, media contacts, investors and others whom you want to take an interest in your product or business. Generally, you are asking the recipient to do something-a call to action. You may be pitching a reporter to cover you for a story, or pitching a store owner to carry your product in his store. Key points of a pitch letter include: • • • • • • Pitch letters are one page or less Pitch letters follow a standard business letter format The first paragraph is your most valuable tool! It grabs the attention of the reader. The second paragraph includes a short introduction about your product, and information that supports paragraph #1. The third paragraph tells the reader what you are asking for, or the action you want the reader to take; i.e. review your product, consider it for wholesale, etc... The fourth paragraph provides your plans for following-up, and your contact information A pitch letter is NOT a press release! There is often confusion over differences in the two and when to use each. We'll cover this later on in the class. For the intention of the letter you will create in class over the next two days, please have in mind where your letter is going. • • • Are you pitching a retailer? Are you pitching media? Other? Essentially, the same letter can be easily revised for each venue, but it is good to know which venue you are starting from (media or retail). Establishing this will help us create an appropriate letter and focus. Web: http://www.lisaotto.com Email: [email protected] Copyright 2009, LisaOtto.com Copywriting Writing the Perfect Pitch Letter Class Transcript Just as important is; knowing whom your letter is going to. By this, I mean the name of the person you are sending it to. You shouldn't address a pitch letter to a random company or department. You must know who to send it to. How do you get this information? In most cases, a simple phone call will get you the information you need. **For online retailers and media: Most websites have their contact information listed under the about us or contact sections. Sometimes you will find it under the terms of service or conditions categories. If a person's name is not listed, use the website's contact information to find out whom to send your pitch letter to. Follow their online policy (some retailers don't allow phone calls-emails only). **For off-line retailers and media: Print publications have what is called a masthead in the beginning of the publication. This is the page that lists names and contact information for editors, assistants, ect for the publication. You can use the masthead to find out who works for the department you will be pitching. It is always a good idea to call and verify that this information is correct. Some editorial departments have a high turn-over rate, so you want to be sure you're addressing your pitch to the current person. **For newspapers: Most large newspapers have reporters assigned to certain topics of interest. You'll need to find out what reporter is the best for your intentions. Say you would like to pitch a reporter about your new product and how it is helpful to, say, restaurant owners. You may be able to contact either the reporter for the lifestyle or food sections of the paper. Some papers do business highlights or focus on new businesses, so besure to get to know the paper you're pitching well. Again, if you don't know which reporter is the best fit for your pitch, call and ask. Some newspapers have email addresses listed for their reporters which you can take advantage of, as well. Any questions on this process? Please post to the board or email me for help. Your Unique Selling Point (USP) In order to know how to properly pitch your product, you must have great insight into your product's key benefits. Often, people aren't really aware of the key features that make their product different and important to the marketplace. Because we get so excited by our products, sometimes the blinders go on in knowing what sets our product apart. THIS NEXT STEP IS FOR YOU: Think about your product for a moment. If you were looking at it from the outside, not as the developer, but as someone who had never seen your product before...what would you see? Is your product something that is easy to describe? Can someone tell its purpose and usefulness just by looking at it? Or, is your product something that takes a bit of 'explaining' to get its point across? Let's really focus on your product and find its unique selling point (USP). I'm sure you've heard of USP before, and if not, it is time you do! Your USP is what sets your product apart from similar products on the market. Or, if your product is a first of its kind, your USP defines why people should care about it (what can it do for me?) Web: http://www.lisaotto.com Email: [email protected] Copyright 2009, LisaOtto.com Copywriting Writing the Perfect Pitch Letter Class Transcript HERE IS YOUR ASSIGNEMNT FOR THE NEXT 20 MINUTES if you are following along with us. (Do on your own if you're working independently): • Write down your product's USP: • Write down the 3-5 main benefits of your product: • List your top three competitors in your market, or who have similar products. (Don't know who your competition is? We'll talk more about this in a minute) PLEASE POST TO THE BOARD OR EMAIL ME WHEN YOU ARE FINISHED WITH THIS EXERCISE, if you are following along with us. Your Competition If you're not quite done with #2, don't worry. Follow along when you can...Ok, so now you have some defining points about your product. With your USP and main benefits established, you now have something to work with when you are creating your pitch letter. Did you have trouble answering the questions or need help defining your USP & benefits? Please post to the board or give me an email for some help. Before we move on, I'd like to address the topic of competition. Your product has competition somewhere. It may not be exactly like your product, but there is something similar in the market and you need to know who it is. Why is this important? Well, because they are pitching retailers and media, too. And to make your product stand out, you need to know what sets you apart from the competition. How is your product different that your top three competitor's products? Why should a retailer care about your product more than theirs? If your products are identical, how can you set yours apart from the other? Don't focus so much on pricing or price points here. There has to be another motive-another key benefit-that you can use to differentiate your product from the competition. If you need help in this area, I suggest that you work on finding out who your competition is ASAP. Please email me for help if needed, or post to the board. The Opening Paragraph Remember, the first paragraph of your pitch letter is the most important. First and foremost is considering how you can immediately capture the attention of your reader. This is called the "hook". What are you going to tell your reader about your product that will make them care to read more? Can you tie in your pitch to current media or news events? For instance: Say you have created a line of bilingual products to help children learn Spanish, and a popular national news station airs a story about a large increase in parents purchasing bilingual products. You can easily tie in your product with the news story by pitching the benefits of your product. To create a great opening paragraph, you can revert back to your USP and key product benefits. Think of those things for a moment-or go back and look at your list-and see how you can use them to engage your reader. What can you tell your reader about your product that will make them care long enough to actually read on?? As with the examples in the ebook, you can start in many ways. • • • • • Use statistics Use real-life examples Use a scenario Use current news events Use a recent award or noted press mention Web: http://www.lisaotto.com Email: [email protected] Copyright 2009, LisaOtto.com Copywriting Writing the Perfect Pitch Letter Class Transcript Can you tie your product into current news events? Does your product fit into current hot product trends? Do you have a proven sales record or professional product endorsements that will help make the sale? Examples and assignment in the next lesson. Examples: Here are a few examples to help you understand what I'm talking about. Let's use our hypothetical product 'Baby Balm' diaper cream: Use statistics: (you can gather current statistics-if applicable to your product-on the web by doing a Google search. Only use statistics from reputable resources!) -first paragraphIn 2008, an estimated 5,000 babies were medically treated for diaper rash. Bleeding, cracked skin, persistent rash and peeling skin are all complications of severe-and common-diaper rash, which often requires prescription treatment. Now, consumers have a nonprescription option: Baby Balm. Endorsed by Pediatricians from Mount Sinai Medical Center, Baby Balm works just as well at treating and preventing child diaper rash, with prescription costs. Use a scenario: -first paragraphDiaper rash. Babies suffer diaper rash for a multitude of reasons but the result is always the same: an irritated baby with an irritated bottom, and parents who desperately want relief for their child. Consumers now have a choice in non-prescription severe diaper rash treatment: Baby Balm. Endorsed by Pediatricians from Mount Sinai Medical Center, Baby Balm offers diaper rash treatment and prevention. Use a real life example: -first paragraphLosing a child. This is a devastating thought to any parent, and an unfortunate reality for many parents every year. As a beacon offering comfort to those in need, XYZ Comfort Jewelry brings a sentiment of hope for healing, and remembrance of a child that can never be forgotten. You can see how I've taken the benefits of my product and displayed it for the reader. Also, you can see how I've used the endorsement from the pediatrician to display the credibility of my product. Do you have to do it this way? No. But I do encourage that you: • • Use your product's best qualities or selling points Use language that makes the reader want to know more, or that catches the eye. Your Assignment Ok, now you should have a good idea of what is needed for creating your opening paragraph. Remember, any good pitch letter takes practice and revisions, and the opening is the hardest part! YOUR LESSON FOR TODAY: Web: http://www.lisaotto.com Email: [email protected] Copyright 2009, LisaOtto.com Copywriting Writing the Perfect Pitch Letter Class Transcript WRITE THE OPENING PARAGRAPH OF YOUR PITCH LETTER: Remember these three points: • • • Keep it short-no more than 5 sentences Keep it engaging-why should the reader care? Keep it simple. You don't have to create an elaborate story-just a nice sentence or two that tells why the reader can benefit from your product. This lesson concludes class for today. This is to give you plenty of time to absorb and re-read the information provided. And, to also give you time to work on your first paragraph. I am available via email on this board until 12 noon, CST today. After that, you may email me but it might take a touch longer to get back to you. Please ask questions! I am available to help, so don't hesitate to post to the board or email me. Tomorrow, we will resume class at 9am, CST. The Second Paragraph The second paragraph of your pitch letter essentially supports the "hook" you provided in the first page. You've given your reader a tidbit about your product, and now you can clarify your product's benefits. This is the place to display your product's value to the reader. Here is an example from the ebook, ‘How to Write the Perfect Pitch Letter’, which shows how the first and second paragraphs work together: Losing a child. This is a devastating thought to any parent, and an unfortunate reality for many parents every year. As a beacon offering comfort to those in need, XYZ Comfort Jewelry brings a sentiment of hope for healing, and remembrance of a child that can never be forgotten. XYZ Comfort Jewelry is an Internet based company which provides an engaging array of healing and remembrance products for the parents and family members of a child who has passed away. Since 2005 we have been comforting those in need with keepsakes, hand crafted remembrance jewelry, and sympathy gifts to help loved ones embrace the memory of their precious child. (This second paragraph tells the reader that this is an established company-in business since 2005-who has a firm set in the marketplace) Let's say you are introducing a skin care product that helps wounds heal with less scarring. Here is another example of paragraphs 1 & 2 working together: If you had to face the public with a visible scar on your face, one that people immediately noticed when they looked at you, how would you feel? Likely, you would wish that the scar was less noticeable or had never occurred in the first place. While XYZ company can't erase healed scars, we can help prevent them in the first place. HealingTouch wound cream is a soothing blend of organic botanicals which contain natural healing properties and are proven to rejuvenate damaged skin. HealingTouch reduces the skin's tendency to form scar-inducing keloids while healing from a wound. The keloid is the visible knitting of new skin, but can often thicken or whiten, causing visible scars. HealingTouch encourages natural healing, while suppressing the thick buildup of new skin, resulting in lighter, softer scars, and sometimes, preventing a scar all together. Web: http://www.lisaotto.com Email: [email protected] Copyright 2009, LisaOtto.com Copywriting Writing the Perfect Pitch Letter Class Transcript You can see in the above examples, how the second paragraph supports the first. You don't need to provide too much information-just 4-5 lines of clear, supportive product information. The goal is to use your best information in order to keep your reader reading! The Third Paragraph The third paragraph takes all of the information you've given above and leads it into a call of action for the reader. What is it that you want the reader to do for you? Do you want to arrange a meeting to discuss wholesale opportunities, do you want a reporter to interview you for a story, or perhaps you are looking to have your product reviewed by a professional organization. Be clear in what you are asking for and how the reader can contact you. You can also provide additional information about your product to help your call to action. Perhaps you want to send the reader a sample (or maybe you've included a sample with your letter). If you have a couple more tidbits about your product that will be of benefit, feel free to use them here. Remember, though, your third paragraph is where you spell out for the reader what you are asking for. Let's look at an example of the third paragraph of the XYZ Jewelry Company’s pitch letter: Our custom line of remembrance jewelry is thoughtfully hand made from our original designs. With few exceptions, every piece of jewelry passes through our loving hands for creation and personalization, and is packaged with a poem card and note about the artist. Our custom jewelry offers parents comfort by capturing a photo, hand, or foot print of their child on a skillfully crafted, timeless keepsake. XYZ Comfort Jewelry strives to be a compassionate leader in the sympathy gift industry, and would like to submit a product for review on your blog. Please find the enclosed sample of our best selling birthstone remembrance bracelet and line sheet. (This pitch letter is for a product review blog, so the author is giving additional inforomation to support why the review blog would want to review the product) And, an example intended for a retail store: I've had to opportunity to thoroughly browse your online store and feel that our line of memory bracelets and necklaces would be a wonderful fit with your current inventory. Not only will our jewelry increase product selection for your customers, it gives them something they have possibly not seen before, with an emotional value that is undeniable. Please find an enclosed line sheet which discusses our products further, as well as a wholesale sheet and purchase order for your convenience. (In this example, the author has stated that her product would be a good fit for the retail location. She is sending a line sheet for the retailer’s review-all a subtle call to action) Think about this: • What are you asking your reader to do? • What is the outcome you are hoping to achieve with your pitch letter? • Are your expectations realistic? • Are you asking for something that is easy for the reader to do? Web: http://www.lisaotto.com Email: [email protected] Copyright 2009, LisaOtto.com Copywriting Writing the Perfect Pitch Letter Class Transcript These questions are very important as you consider how to write your third paragraph. The call to action is important-but more important is having a clearly defined understanding of what you are hoping to achieve. Do you want your product featured in a national magazine? Do you want your product carried in a store? Do you want a celebrity review blog to feature your product as a celebrity must-have? These are all great aspirations, but how you ask for them may determine whether or not you get the chance to reach these goals. Keep in mind these things: Editors, product reviewers and retail owners are BUSY! They will not give you the time of day if you demand anything from them, or ask for unrealistic expectations. If you know a celebrity magazine is taking submissions for new products, and you pitch your product a day before the deadline, begging to get your product in the publication-your pitch letter will go right to the round file and your name a little soured. So, when asking for the 'call to action', keep it simple and clear. "I would like you to consider reviewing my product at your next opportunity" "I would like to be considered as a resource for your next story on babysitting" "I would like you to consider my product for placement in your retail store" No pressure, no demands, no begging. Just concise, clear information that states what you are asking for. Assignment Break Now, create a third paragraph for your letter. Post to the board, or email me, when you're finished. We'll take 15 minutes to complete this assignment. The Fourth Paragraph The fourth, and last paragraph of the pitch letter is probably the easiest to do. The fourth paragraph is vital to your business because it contains the closing of your letter and your plan for following-up with the recipient. Simply, you need to wrap up the letter and provide information as to when you will follow-up on the letter. Also, if you are including a press kit or product sample, mention it here. Here is an example of a fourth paragraph from our XYZ jewelry company pitch: I will follow up with you via phone on January 10th, 2008. I look forward to speaking with you about how our product would be a good fit for Best Products in the World review blog. Or: I look forward to speaking with you more about XYZ Jewelry and how this wholesale opportunity can benefit your business. I will follow-up with you via phone on January 10, 2008. Please feel free to call or email me at any time. Web: http://www.lisaotto.com Email: [email protected] Copyright 2009, LisaOtto.com Copywriting Writing the Perfect Pitch Letter Class Transcript Or: Please find an enclosed press release announcing the launch of our Free Jewelry Month, which we would like to promote as a humanitarian effort across the country. I have also enclosed a sample bracelet, question & answer sheet and company biography for your perusal. I will follow-up with you via phone on January 10, 2008. Please feel free to call or email me at any time. We'll talk about follow-up procedures in the next lesson. But, keep in mind when you are writing your pitch letter, that you'll want to plan to follow-up about one week after you send the letter. Now, think about your fourth paragraph. When do you plan to follow-up and how will you conclude your letter? Take 15 minutes to create your ending. Post to the board, or email me when finished. As we discussed in the beginning of class, knowing your audience is important. If you haven't had time to research your intended recipient, please take the time to do so before you send your pitch letter. Other important tips to remember when sending out a pitch letter: • Take notice of editorial and merchandising calendars. Print media and retailers follow special calendars based on the seasons. If you are going to pitch your product as a Christmas gift, for example, you'll want to start pitching in July. Every print media has its own editorial calendar, so check with the newspaper or print magazine to see when you should pitch a seasonal product. • Send your pitch letter so it arrives in the beginning of the week as opposed to Thursday/Friday. If emailing your letter, do so on a Tuesday/Wednesday when it is more likely to be read. • Be sure you are pitching the right department. If you're pitching a retailer, find out if they have a merchandise buyer and if so, find out who it is. If pitching media, make sure you are addressing the right department (lifestyle, food, etc...) Follow Up Once you send your pitch letter, you must follow-up on it. This is perhaps the most overlooked, yet most important, aspect of making business contacts. Many times, small business owners don't take time to follow-up with their contacts and risk losing out on major opportunities. Chances are very good that the person you are sending your pitch to is busy. So busy in fact, that he or she will read your letter, be interested in it, put it aside for later, forget about it and you'll never hear from them again. By being proactive in making a prompt follow-up phone call or email, you are giving that person a reminder to get in touch with you. In the early months of my business, 75% of my clients were those whom I had made prompt follow-ups with. Don't let this slide: it's too important for your business! That being said, how do you follow-up, and when? A good rule of thumb is to follow-up one week after you've sent the pitch letter, and do so with a phone call if possible. Emails can easily get lost or ignored, so go for the phone call first. If that is not an option, send an email-with another reminder that you will follow-up again in Web: http://www.lisaotto.com Email: [email protected] Copyright 2009, LisaOtto.com Copywriting Writing the Perfect Pitch Letter Class Transcript another week. If after the first follow-up attempt you do not hear anything, let another week or two pass before trying again. Continuing with follow-ups can be frustrating because you may not hear back from your contact immediately. If you are pitching a media person or print publication during the busy holiday season, for instance, it can be several months before you get a reply. Should you give up? No. It is acceptable to continue follow-up attempts monthly. Persistence is key until you feel like you are getting nowhere, or you get a response. Consider this helpful tip when organizing your follow-ups: Get a blank calendar specifically for keeping track of follow-ups. Write down when you send a pitch letter and when you stated you will follow-up. You can keep track of responses to your pitch letters for each company you pitch, and any further follow-up that is needed with them. If you're computer savvy, create a spreadsheet for the same purpose. Whatever your style, organize a follow-up system so you know exactly when to follow-up on your pitches. You risk too many opportunities if you don't! How can you create a follow-up plan? Please post or email any questions you have on this process. Your Marketing Plan Great! We've come to the end of instruction for this class. To complete the information session, I'd like to talk about how your pitch letter works as one component to your marketing campaign. A pitch letter is the perfect tool for generating interest in your business or product-so much so, that many media and retailers have shared that they prefer a simple pitch letter over a press release. This might sound strange since press releases have been the standard for generating business interest for years. However, it makes sense. As we talked about, retailers and media are busy and do not always have the time to peruse a press release when a pitch letter gets right to the point, and the meat & bones of the product. A traditional press release is still a very worthy tool if you: • Have a brand new product on the market & want to 'announce' it. • Have just launched your business. • Have a change in your business structure; have hired significant employees, etc. • If you've won an well-noted award, were featured in a national publication or TV program, or something else of media interest • If you can tie your product or business into current events to enhance the topic and give reporters something to work with. If your main goal is to have your product reviewed or garner interest for retail placement, than the pitch letter is your main tool. The pitch letter is also a firm component in your business press kit. Web: http://www.lisaotto.com Email: [email protected] Copyright 2009, LisaOtto.com Copywriting Writing the Perfect Pitch Letter Class Transcript A typical press kit includes: • • • • • A pitch letter A press release A company biography A product line sheet Any notable mentions, awards, etc On its own, your pitch letter can be a powerful resource. Now that you have the basics-and some practice-in creating your own pitch letter, the power is in your own hands to go after what you want! Please post any questions. You're done! You've completed all of the steps! I'm so thrilled you decided to take this little journey with me, and have allowed me to help you learn how to be in control of your own pitch letter writing. Now is the time for you to finish your first pitch letter draft. If you haven't already done so, please take your time. I will review each letter as you are able to send them. Please email your draft to me and I will provide revising, if needed, valuable critique and guidance and a polished letter at the end. Because this is a working process, don't feel bad if your draft isn't what you think it should be! Like anything, learning to write a good letter can take practice. Don't be frustrated if you don't get it the first time! Now: • • • • Complete your letter at your own pace Send me your completed letter via email Email me anytime for help! Even if it's not today-it could be a month from now and I will still be here to help you. Please let me know if you have any questions or need a little more help understanding the process. I'm here for you. Please consider our additional eClasses for future learning: How to Write an About Us Page Your Website Homepage: Learn how to create a website front page with effective content, graphics and layout to get your message across the best way possible. I would also love your suggestions for future classes you would like to see. Thank you again for your participation! The best of luck to you! -End course- Web: http://www.lisaotto.com Email: [email protected] Copyright 2009, LisaOtto.com Copywriting
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