There are only terrible, so-so, and very good pitches.
If a perfect pitch did exist, it would secure every story it aimed for. As far as I know, no pitch holds that record.
You can, however, write a very good pitch. I like to think I’ve written—or spoken—my fair share of them, though I still don’t get every hit I or my client wants. That’s just how it goes.
If you would like to create a very good pitch, read on.
While this article is in the context of media/blogger relations, these elements apply to practically anything and anyone you pitch.
Imagine you’re the publisher of the most popular, highly-trafficked blog that focuses on XYZ (insert your topic area). You get hundreds of pitches a day.
Which ones will you read? You will read:
1. Pitches with a succinct subject line.
Save the creative headlines for your actual news releases—if you still use them. The most successful subject lines are to the point and say exactly what the email contains.
For example: “Pitch: _____.”
No ambiguity there. Write your client’s/campaign name or the gist of the pitch, and then explain it in the email body.
2. Honest pitches.