Last week I wrote about how hard it is to break through the clutter and capture the media’s attention. I though I would publish a few pitches that worked well for us in tough markets, with supposedly “boring” clients. Enjoy!
For a management consulting firm, with the email subject line “Boxers or briefs?”
No I am not suggesting underwear. Rather I am suggesting a story idea involving a business that is co-founded by a female and a male; not married to or dating each other, both under the age of 40. Ashish Gadnis and Jill Kolling are co-founders of Forward Hindsight, a firm providing business strategy and IT-based regulatory compliance consulting. While interviewing these two characters you may hear heated discussions on the pros and cons of boxers vs briefs. You may also hear “dude” on a regular basis, followed by laughter. Yes you can interview them about boxers and briefs, but I suggest you interview Ashish and Jill because of Forward Hindsight. Here’s why they’re interesting:
In their first and only year of business (2004), Kolling and Gadnis reported revenues of $605,000 and are expecting revenues to top $1.2 million in 2005. It’s hard to imagine numbers like these coming from a business that was started in a parking lot. Only seven employees, but already working with clients like Accenture, Famous Daves, and AirTran Airways. Want to hear more? Call me!
Here’s a pitch for a really fun corn maze that got very little interest:
Sever’s Corn Maze and Fall Festival in Shakopee returns in 2008 with a patriotic theme and an extra weekend. This year the team at Sever’s Corn Maze has created a true masterpiece, with more corners and curves than ever before. Visitors in 2008 will learn fun facts about the White House as they navigate their way through each twist and turn of this giant maze. At fourteen acres, Sever’s Corn Maze is one of the largest and best known mazes in North America. It’s huge so if you get tired, take a ride on the new horse-drawn hayride!
Here’s how we rewrote it the next year and got a much better response:
Calling all scallywags and buccaneers! The 2009 theme of America’s favorite corn maze is Sever’s Pirate Adventure. We’ll be flying the Jolly Roger proudly at Sever’s Fall Festival and Corn Maze this year. Join us and be sure to hear lots of “avast ye hearties” as pirates of all ages try to make their way through one of the finest mazes in North America.
I know I’ve harped on these points many times but just once more, here’s what will get their attention:
Be creative. Many media people are bored and anything that makes them laugh or scratch their head will get noticed.
Tell the backstory not the benefits of your product. Make it sound fun/quirky/strange etc.
Be quick and to the point. Hook them with something fun/quirky/strange and then quickly tell them what you want.
Have a GREAT subject line that draws them in. We’ve had people use ours as the eventual headline of the story.