Why do I get zero replies to my pitch

Possibly, the most exciting time for a startup is when you are ready to unveil your product or service to the world. Thrived to spread the word, you start pitching your startup by sending emails and pinging journalists on Twitter, expecting they will interview you and feature in TechCrunch or even WSJ.

A few attempts or even days later, you face a painful reality: no one is interested.

Why journalists don’t share your excitement? Let’s dig in.

• First, there is a crazy amount of startups launching their products every day. A reporter you are trying to reach out to is targeted by hundreds of entrepreneurs and PRs at the very same moment. Usually, a reporter’s inbox looks pretty stuffed. They get around 300 emails per day and physically can’t respond to all. Bear in mind: they are also often on a deadline, writing a story due EOD.

Tip: Check our tips on how to make a journalist open your email. A catchy subject line can be of help. Also, check a reporter’s Twitter to see if they are working on something. Then your pitch can be amended accordingly and become personalised which is highly respected by reporters.

What can go wrong? Check you don’t use Sir/ Madam, only the actual names! Send complete proofread pitches, no drafts or intriguing messages, such as “we launched a great thing, would you like to learn more?”. No one wants to waste their time.

Once that’s done: are you sure you are bothering the right journalist? The one who is covering your niche, in the right city or even country?

• Here comes the second issue — do your homework before sending any emails or messages! Check who covered your industry in recent months (not years!), who is based in the same country, city your business is operating. Read what they wrote — what sides of business they found interesting, which angles explored. Don’t pitch information the journalist never covered. For instance, if they wrote about valuation, a number of clients — don’t tell them about the colour of your packages or how your employees spend holidays. Clearly, this won’t be the right fit.

Tip: Pick a media outlet and check who is the editor and the reporter for a section your startup fits the best. Check this article to understand the difference between titles in a newsroom.

What can go wrong? Don’t pitch every reporter from the same newsroom. They most likely have a Slack channel where they will discuss all your pesky emails.

• The third thing why your pitch got unnoticed, is that you made it too long, boring or used jargon that a reporter didn’t understand. You probably also forgot to add media files, your bio or contacts. Or maybe you followed up too many times.

Tip: Not only does a subject line matter but also your pitch structure is crucial. Check these rules on how you should craft your pitch to make things happen.

What can go wrong? Never send media files as an attachment, always use links to the cloud storage of your choice. Your videos should be uploaded to YouTube/ Vimeo, your photos — to Google Drive or Dropbox. Be sure you have provided access to these files.

• The fourth rule — don’t jingle with Exclusives and Embargoes. This won’t add value to your pitch. Even if you fooled a reporter with your subject line, the next moment they read the first lines of your pitch, you are going to be black-listed.

Tip: If you are 100% sure you have ground-breaking news — you have partnered with a star, your patented technology was recognized by a leading market player, you just hit a million users, read this article to learn how to pitch under embargo or as an exclusive.

What can go wrong? Did you agree on your press release with all parties? Double-check this.

• At last — number five. You probably noticed that most headlines have something in lines of “COVID19”, “Ukraine” or “DeFi”. So you thought — why not to use this in your pitch? Wrong! If your business has nothing to do with the current crisis or hot topic, never use it as your pitch angle. Don’t squeeze in with your SaaS platform in the inbox of a political reporter. Even if you’ve added a Donate button.

Tip: No doubt, even tech reporters are trying to find a tech angle in the news agenda. You can be mentioned or even interviewed. Wonder how? Read this to find out how (not) to hijack news.

It's our job to share the knowledge. Whether you're early-stage, pre-seed, or already funded contact us to receive step-by-step advice for startups looking to get good press coverage during those tourboulent times without an agency.