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

Professional PRmade easy

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

Learn to tell a story

#1. You > your product

Learn to tell a story

Learn to tell a story

Define your story• Who are the people • Why did you start • What is it you’re changing

#2. Learn which words work

Learn to tell a story

Short and simple• Avoid jargon • Avoid buzzwords • Short sentences • Be sincere

Learn to tell a story

#1. Know who you’re writing to

The email

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

The email

#2. Write a subject line, not a sales pitch.

The email

The email

You’re sharing, not selling

#3. Get straight to the point

The email

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

The email

So, should you attach your press release?

The email

The email

That’s up to you.

Let’s break it down

The email

Will it work? #1

The email

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.

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.

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.

One-sentence intro

“We just happen to bein the same place...”

Social proof?Bragging?

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.

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.

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

Really? How so?

NOPE

The email

Will it work? #2

Honestintro

Hey, what’s that?!

Honestintro

Too long?

Too long?

Relevant links

Too long?

Relevant links

No CTA here

CLOSE BUT NO

Will it work? #3

The email

You might have something interesting?

Yes, you are in the same place.We get it

You might have something interesting?

YES

Will it work? #4

The email

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.

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.

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.

I actually follow you and enjoy your posts

Talk like a human being

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

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

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

Exclusive

YES

Thank you!