Before I dive in, I want to deconstruct a lousy pitch. This came to me recently from someone who was pitching their client to be a guest on my show, Into The Wild (names have been changed so as not to embarrass them 😉)

I am not doing this to insult anyone intentionally, but as a service to you if you or your team is actively pitching the media (If you haven't started this process, my VIP Day might be a good starting point 🥳)

So here is the email pitch that came in the other week:

Subject line: Elevate Your Podcast: John Smith Digital Marketing Mastery!

Dear Renee,

As a dedicated listener of "Into The Wild," I've been consistently impressed by the insightful content you provide on the latest trends, best practices, and strategies for success in the world of marketing and PR. Your podcast has become a go-to resource for boosting motivation, increasing authority, and navigating the uncharted waters of business.

I'm reaching out to propose a collaboration with John Smith, the CEO of ABC Company, who has been making waves in the digital marketing arena.

John has a remarkable track record of pioneering digital marketing solutions, transforming businesses through the ABC System. In just two years, he's empowered over 2,000 businesses, generating $2,000,000+ in revenue. His hands-on experience uniquely bridges cutting-edge technology with relatable marketing strategies, making him the go-to expert for scaling online businesses to 7 and 8 figures.

Compelling topics John can cover:

How to automate your business scaling for maximum growth without the hassle of manual processes.
How to generate high-intent leads effortlessly, even when faced with challenges.
How to maximize profits while enjoying more leisure time in your business without compromising revenue.
How to simplify your tech stack for smoother operations without unnecessary complexity.
How to create a client-converting nurture system with ease, eliminating constant follow-ups.
How to build an elite marketing system for increased profits without overwhelming strategies

I believe John's insights will not only complement but also enhance the valuable content you deliver to your audience, providing them with actionable strategies for navigating the dynamic landscape of marketing and PR.

Thank you for considering John Smith as a guest on "Into The Wild." I'm confident that his expertise will contribute significantly to the success of your already outstanding podcast.

Looking forward to more insightful episodes!

Kindly check John’s one-pager for more information.

Best regards,

Overly-used template publicist

Here we go….

1. The Subject line

The subject line IS THE MOST IMPORTANT part of your pitch. Yes, I am yelling. Listen, I can spend days crafting and tweaking a great pitch, but when it comes to the subject line, it requires even more intensity. This subject line lacks so much: "Elevate Your Podcast: John Smith Digital Marketing Mastery!"

This could be just me, but saying 'elevate your podcast' is insulting, assuming it's not good enough and this prospective guest would improve it. The table stakes for guests is that they should provide value.
He needs to share how he can provide value.
Also, the stakes are even higher if they claim this person is a marketing master. The fact that the subject line lacks luster already discredits their marketing genius. Sorry 🤪
The worst subject lines are too vague, punny, clever, or wordy.

Here is a suggestion on how this PR person could improve the subject line:

Good: Say Goodbye to Endless Follow-Ups: Expert client conversion strategist John Smith [Guest Suggestion]
Better: End the Prospecting Follow-Up Madness: John Smith can unveil his expert client conversion tactics on Into The Wild.
Best: Expert Sales Conversion Secrets with John Smith [Podcast Guest suggestion]

Why is this one the best? Because it's using the naming conventions of my show, as in how my titles are written, it's specific, and it's telling me what it's about = [Guest suggestion]

Quick subject line tips:

Make it short and punchy
Use keywords
Funny is ok as long as it's relevant
It must intrigue but be useful
Personalization
Relevance and timeliness
Use your sender name

2. The Introduction

This is the quick hook and the test on whether or not podcast hosts will skim the email; SKIM is the operative word. More on that below. So let's break it down:

"...As a dedicated listener of "Into The Wild," I've been consistently impressed by the insightful content you provide on the latest trends, best practices, and strategies for success in the world of marketing and PR. Your podcast has become a go-to resource for boosting motivation, increasing authority, and navigating the uncharted waters of business."

Immediately, I knew he was lying. Why? Because a 'dedicated listener' would know that my guests are women (with only TWO exceptions in the 245 + episodes I have recorded), and he is pitching a man. Let's keep going… "Your podcast has become a go-to resource for boosting motivation, increasing authority, and navigating the uncharted waters of business." With who? Was this published in Forbes, or was this in a review? Where did you find this information? From my perspective, he seems to be regurgitating my podcast's description from Apple podcasts.

For the intro paragraph, I always write a custom 1:1 sentence. This tells the host that you have done some research, which gives them hope that the pitch is relevant.

3. The Body

The PR person said, "I'm reaching out to propose a collaboration with John Smith, the CEO of ABC Company, who has been making waves in the digital marketing arena.

John has a remarkable track record of pioneering digital marketing solutions, transforming businesses through the ABC System. In just two years, he's empowered over 2,000 businesses, generating $2,000,000+ in revenue. His hands-on experience uniquely bridges cutting-edge technology with relatable marketing strategies, making him the go-to expert for scaling online businesses to 7 and 8 figures."

Let me break down the first part: "I'm reaching out to propose a collaboration …." A collaboration would entail that the person will produce something WITH me, as in making something together. As a guest on my show, I do all the production, and it costs me thousands of dollars each month to keep the show running. So unless that person participates in the production, it is NOT a collaboration. Now, you might be thinking, if he pays to be a guest, then would that count? No, that is called sponsorship. Words matter.

…" John has a remarkable track record of pioneering digital marketing solutions, transforming businesses through the ABC System. In just two years, he's empowered over 2,000 businesses, generating $2,000,000+ in revenue. His hands-on experience uniquely bridges cutting-edge technology with relatable marketing strategies, making him the go-to expert for scaling online businesses to 7 and 8 figures." What DID HE DO? Did he make $2M, or did he help 2,000 businesses make $2M each, or did he collectively help 2000 businesses make $2M (which is not something to write home about as that's only $1000 each)

In this section, specify something unique to the person or business or relevant to the angle/subject line and link to the person's website. In John's case, I don't care about how much money he made; I care about his transformation of others. So a better approach would be to tell me a 2-3 sentence story about HOW he did it or share the outcome.

Something like this: John was in the red with his business and had two weeks to turn things around before filing for bankruptcy (an entrepreneur's worst nightmare). Over one weekend, he crafted his ABC System and tested it on himself. The following week, he got out of the red and realized he had created a repeatable system that any _______ entrepreneur could implement. This system garnered him several awards and a book deal and is something that he would love to teach your audience on Into The Wild. While those stats aren't true, I emphasize that you need to share your big wins as it sets your credibility.

4. The Topic Suggestions

Any pitch that requires ME to do the work is often an immediate no. I am not lazy; I am busy and receive tons of pitches every week. As I mentioned above, I spend thousands each month to keep my show alive and have built a little community. Being a guest on someone's show is a privilege and requires mutual respect and participation.

Let me break this down:

Compelling topics John can cover:

How to automate your business scaling for maximum growth without the hassle of manual processes.
How to generate high-intent leads effortlessly, even when faced with challenges.
How to maximize profits while enjoying more leisure time in your business without compromising revenue.
How to simplify your tech stack for smoother operations without unnecessary complexity.
How to create a client-converting nurture system with ease, eliminating constant follow-ups.
How to build an elite marketing system for increased profits without overwhelming strategies

The PR person has not done the work to decide what topic best suits my show. In the end, yes, it's my job, but the best pitches come from the person who has done the research and will go the extra mile to craft a unique topic angle that matches my show's naming conventions. See how that subject line is coming back into play here?

For John's pitch, I would say:

I have reviewed your previous ten episodes and have crafted two unique topics that I believe your audience will find interesting:

Expert Sales Conversion Secrets with John Smith
How to Implement a Client Converting System with John Smith

See how this makes my decision easier? Now, if I like the guy (or woman in my case), but the topics need to be more compelling, I will reply with something like I am interested in another angle from John. He could be a good fit, but those suggestions aren't compelling enough for me. What else have you got?

5. The Closer/Conclusion

Here is the closer: I believe John's insights will not only complement but also enhance the valuable content you deliver to your audience, providing them with actionable strategies for navigating the dynamic landscape of marketing and PR.

Thank you for considering John Smith as a guest on "Into The Wild." I'm confident that his expertise will contribute significantly to the success of your already outstanding podcast.

Looking forward to more insightful episodes!

Kindly check John's one-pager for more information.

Best regards,

Overly-used template publicist

So this is unnecessary: "I believe John's insights will not only complement but also enhance the valuable content you deliver to your audience, providing them with actionable strategies for navigating the dynamic landscape of marketing and PR."

And this part assumes I am considering him, which I am not: “Thank you for considering John Smith as a guest on "Into The Wild."

This is weird because it reads like he will help me significantly grow my show simply by being a guest: I'm confident that his expertise will contribute significantly to the success of your already outstanding podcast.

I already know he doesn't listen to my show: "Looking forward to more insightful episodes!"

I clicked and meh: "Kindly check John's one-pager for more information."

I don't mean to be rude, but I like being sassy. I know this person has good intentions and is doing his job, but the pitch needs much work.

Perfect Pitch Example

Here is a pitch example that I wrote for a previous client, specific to a show that talks about post-partum life, and it got us some wins.

Subject line: Unflustered new guest taming our addiction to overwhelm

Hi Suzie,

Your podcast is super valuable (thank you!), and I see a little gap in the content that I think your listeners could gain more benefit from: overcoming our addiction to overwhelm as a new mother.

And I have just the perfect guest for you: Amber Trueblood, a licensed marriage and family therapist (LMFT), best-selling author, speaker, and mother of four sons had a doula for all four deliveries, so she knows this space well. She’s written two books and her latest is coming out soon, The Unflustered Mom: How understanding the five anxiety styles transforms the way we partner, parent, live, and love (Pub date: June 6, 2023. Parenting Press)

We have a few ideas of what Amber could talk about on your podcast that your audience may find interesting:

Taming the anxiety around anticipated issues, especially in birth or post-partum
How to use the tools in her new book to help reduce stress during and after delivery (because we know it's not healthy to be stressed, especially while pregnant.)
There is a chapter in the book where Amber talks about the transition from going into motherhood for the first time and how moms go from meeting their needs to then putting the baby's needs first (like midnight feedings) and how to cope with lack of sleep and increased anxiety around that change.

Amber has been featured in Well+Good, Times of San Diego, Fox 5 San Diego, Eonline, Scary Mommy, Fatherly, and many more.

Would you like me to set up a call with Amber?

Regards,

Renée Warren

Elevate Your PITCHING!

If reading this makes your eyes cross, but you know PR is something you must be doing this year, then I would love to chat! Our Authority Booster Intensive is a great place to start, check it out and book a call with me today!

Author bio: Renée Warren is the founder of We Wild Women and the host of the celebrated podcast, Into The Wild. You can find her at @renee_warren.