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Trick #1: Do Your Homework. It’s so simple but often the first thing we forget. If you’re trying to reach a publication (print or electronic), then spend some time reading it. (Thank goodness for the Internet—we had no alternative but the library or asking publications for copies before it.) Apply the same approach if it’s a television or online program. If you’re trying to reach a person, find out what you can about him or her first. Google, LinkedIn, Facebook, Twitter: you can gather all sorts of information. If it’s someone in your organization—or another organization where you have connections—talk with people who know that person.
If it’s a company—a potential client or employer, perhaps—then check out its Web site (particularly the news releases) and competitors’ sites. And if it’s a public company, read its financial reports, quarterly financial conference call transcripts or analyst research reports.
This will separate you from all the other folks who have just done a cursory job, or haven’t even bothered. It also will fulfill the need of those you’re trying to reach: the belief that we’re all unique and the world should only send us messages tailored to us.
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Trick #2: Show You Know. Now that you have this intelligence, weave it in to your communication.
1. Explain why the story you’re proposing would be of interest to the publication’s readership or program’s viewership. (This shows you know who reads it/watches it and what they want.)
2. Reference an important point you discovered about the person from your online research or from people who know him or her. (This shows you value that person’s ideas, opinions, feelings, etc., which helps to create a bond.)
3. Mention the issues you know the company faces and how you have addressed them for other firms. (This shows how you can reduce the company’s risk in working with you—because you already know and have applied the information these people need.)
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Trick #3: Take Your Ego Out of the Equation. Let’s face it: even though you’re reaching out to this person or organization for your own purposes, as far as the recipients are concerned, it’s all about them. Focus any communication on their needs. Editors and producers want good stories: to keep their readership/viewership up and advertisers happy. Businesspeople and organizations want good ideas, or to improve their implementation: so their departments or operations are stronger, more cost-effective and competitive. Give them a taste of how you can solve their problems—rather than a dose of how wonderful you are.
The truth is that not every pitch you toss will be a homerun. You often have no control over the reasons why the batter won’t take a swing. But if your approach is well-crafted, you’ve eliminated the most common reason for being turned down—and sooner or later, your proposals are going to connect.