Knowing how to write a pitch — especially in a competitive industry like fashion & beauty — is an important skill.
Most writers today don’t have time to sift through thousands of press releases. In fact, most digital journalists will tell you that press releases are totally out of style. The key today is to be unique and direct — to get noticed on the media stage.
At the start of the week, we put out a “casting call” for female founders in the fashion and beauty space. We heard from two unique and fun companies. Rather than doing a makeover of what they said, we’re just going to publish their stories — in their own words.
A Beauty Start-up Wrote…
“ScentInvent Technologies is a scent innovation company founded by two women entrepreneurs and executives from the beauty, fashion and media industries. We just launched our first invention Linger Lasting Fragrance Primer on HSN in the beauty report with Amy Morrison. The product will sell exclusively on HSN through the holidays and appear in all of their fragrance shows. Linger is a remarkable one-of-kind scent primer that helps your fragrance last longer. Three years in development we are now patent pending, clinically tested and fragrance fan approved.”
A Retailer Wrote…
“L.A. Boudoir Miami was established in 2010 by Lauren Arkin . Our annual revenue is $50k. We are an online vintage boutique that carries items from men, women and children at affordable prices. Items we carry are from the turn-of-the century to present day fashions. We have become know for our vintage/retro pin-up lingerie and have won numerous awards like ‘Best Vintage Lingerie Shop 2011 & 2015’ from Miami New Times and “Top Lingerie Shop” by Brides Magazine. We have been featured on Deco Drive TV, Miami Indulge Magazine, Ocean Drive Magazine and even on Magic City the TV series on Starz. We have dressed celebrities from Shireen Sandoval to Tracy Mourning. Lauren, who is owner of L.A. Boudoir designs custom 1920’s style headpieces, costumes for local burlesque performers and does freelance styling.”
Both businesses are what we at sheBOOM call “small & mighty.” One is brand new and the other generates a modest revenue stream (although the products they sell are hardly modest!) But what stands out is that they both know how to present themselves in a compelling, clear, and concise way that differentiates them from competitors.
Just as you don’t have to be wearing a designer gown to get noticed, you don’t need to be a huge global brand to stand out. Sometimes the right words, like the right accessory, can put you into the front row at the show! (sheBOOM reaches more than 15K women!)
Tips for pitching the media:
- Visit the site or publication first to see what types of products/news they cover. If you know the name of the writer, see what else she has written.
- Respond quickly to inquiries and follow any directions the journalist presents.
- Know your numbers when pitching business media. You may be asked about revenue, growth trend, number of retail outlets, etc. Be prepared (or make sure your PR freelancer knows the answers!)
- Avoid what I call “gushy marketing language.” Just the facts, ma’am!
Want your product, business, or tips covered in sheBOOM? We’ll be sharing our editorial calendar with you in the weeks ahead and will provide a simple form for you to “pitch” us. It’s that simple!