Now I'll share some examples of pitches I've used in the past for my clients. Let's start with subject lines. Some rules of thumb, first, try to keep it to six to 10 words. I've personally been experimenting with four to five words. Second, focus on the benefit. Third, use a what makes news element timeliness, significance, prominence, proximity, conflict or human interest in the subject.

Fourth, break the rules. I've used names and subject lines and it's worked for me. By the way, most of my recent pitches are getting shorter and shorter. I'm trying to provide as much information to entice the reporter as I can, in the least amount of words. This pitches for a fun service so I used a fun opening paragraph. Earlier I mentioned don't get cute.

I believe there's a difference between creative and cute. This falls in the creative category because it's directly related to the company and these services benefit. The second paragraph incorporated elements of what makes news timeliness launched last Friday proximity the neighborhoods it serves. The rest of the paragraph focuses on how it works, and I close with a call to action. In this pitch, I incorporated a timeliness element in the subject. The opening paragraph leads into the bullets which are great for laying out information and grabbing the eyes focus.

My next paragraph lays out what makes this bakery different from other bakeries in the city. The next paragraph after that is a bio sentence and further supports why this reporter should consider products from this bakery to credibility booster, and then I close with a call to action. One tip when writing your pitches is to ask why each sentence you write is relevant. Why would the reporters speak with me? Here's why. Here's why my product is relevant.

Here's why consumers should care. Here's why I'm the expert you should interview. In this picture. I started with a timely element in the session. Object launching 721. The first paragraph is a why paragraph.

Here's what the founders believe. That leads to the second paragraph, which is why they started the company and the benefit. Side note, if you have a process, four step process, for example, those are really helpful to illustrate simplicity of product or offering. The third paragraph further explains what the company offers and why the benefit. The fourth paragraph is the call to action. The fifth paragraph teases a trend story.

So this is something you can do by lumping a few companies together, I'm suggesting a larger story to the reporter. There's a couple of us in this neighborhood, maybe you should check us all out. Here's a revised pitch of the same information. In this I cut to the chase in the first sentence general store for brewing your own beer. You don't need to read another sentence you already know what the business is about. Keep that in mind when referring to your company.

What kind of company are you Be careful by the way of referring to your company as the Uber for x or the Airbnb for why those references are tired and played out right now, so see if you can find another way to describe your business. Here's an example pitch of where I use the reporter's name in the subject line. The first sentence is a bio sentence to illustrate why this expert source can provide information no one else can. The second paragraph is a benefit paragraph, it lays out common concerns people with balconies have when considering foliage, it's helpful in your pitches to take a problem solution approach, we offer the solution for all of these common problems. Tips and Tricks, by the way are particularly useful for broadcast news segments. The third paragraph is a credibility paragraph focusing on her bio, and finally, a call to action.

For this pitch, I use the hi name in the subject again, this is an example of a sequitur pitch. I saw your article on x thought you might be in interested in why it's the type of pitch I use most often. It supports what I discussed earlier in the course do your research. The second paragraph is a why sentence. The third paragraph starts with the benefits sentence and then the bullets following draw the eyes and expound on why the drink is a simple, healthy, functional drink. The fourth paragraph is another credibility booster by using the co founders BIOS.

And finally, a call to action. This pitch uses a four word subject, it's a benefit with how to do it. The opening paragraph is a list of famous leaders designed to intrigue the reporter. The second paragraph pays off that opening paragraph by explaining why. The third paragraph is why today it's a 10 year anniversary. The fourth paragraph lays out significance 40 countries fortune 500 clients.

The fifth paragraph is a credibility builder. They're co authors of a book and finally a call to action. This is happening more often pitching a story through Twitter. Sometimes if I can't find the reporters contact information, I'll send a tweet like this. Some will respond with their email address. The question I'll pose to you is how can you pique a reporter's interest and 140 characters or less?

Here's the pitch I sent following up on my tweet. The pitch is fairly straightforward. The first paragraph is the tip. The second and third paragraphs clarify. The fourth sentence is a link to a contributed article rewrote for another publication. The reason I included it was twofold.

First, it goes into more detail about the technique. Second, outlets like life hacker often include links in their pieces, so they get the SEO bomb from the link. It was an added incentive to encourage the reporter to write about my client. The fifth sentence is a bio sentence. And finally, the call to action. The subject for this email is the title of the article this reporter previously wrote, I'll occasionally do that to really let the reporter know I read their article.

This pitch is a basic sequitur pitch. I saw your article on X. Thought you might be interested in my client, simple, sweet, concise. The subject for this pitch, inspiring children, which is the human element through storybooks, how the nonprofit does it. In the first sentence, I started with the timely elements October 22, then I transitioned into significance. The rest of the paragraph is a quick explanation of the nonprofit and why it's relevant.

I also included a link to a video videos are more powerful than words, so absolutely include a video if you can. The second paragraph is a combination of human element and conflict and by that I mean going through change. And finally, a call to action. This whole pitch follows a problem solution benefit format. Starting with the subject ecola eliminated and next gen sprouts. The first sentence tells you all you need to know about the company and its product patent pending as a credibility booster.

Then I lay out the solution and then discuss the problem and and with additional benefits. The second paragraph is a credibility booster and tells the reporter where his or her consumers can find the product. And then I close with a call to action. Those are my example pitches. That takes us to assignment four. Now that you've seen my pitches, your assignment is to revise yours.

What's your subject? What information do you want to include in your first sentence or paragraph to grab the reporters eye now? What facts and figures would you use to support your points in the second paragraph? And what is your call to action? Take a moment to revise your pitch now.