WHAT IS A GIFT GUIDE AND WHY IT’S THE HOLY GRAIL OF SALES FOR SMALL BIZ OWNERS WITH MARGAUX LUSHING

Every Founder Should Be Pitching For Holiday Gift Guides, Especially in Q4

Peak holiday shopping might still be weeks away, but peak holiday pitching season is NOW! It’s not too late and the sooner you get out of your head and start hitting send, the sooner you can see your brand featured in the hottest holiday gifting lists.?

Tiktok shop and instagram ads are already exhausting and overwhelming consumers, so help them discover your meaningful products through credible press and google SEO.

And I know no matter how many times I say it, I’ll need to keep repeating it, so I will. SERVICE PROVIDERS SHOULD BE PITCHING FOR GIFT GUIDES TOO. Consumer want experiential/memorable gifts, services that make someone’s life easier, or can improve the quality of their life. Gift guides are no longer just for jewelry, fashion, and cosmetics!

Here is everything you need to know about holiday gift guides that was shared with me directly from a seasoned gift guide writer!

1. WHY holiday PR needs to be part of your marketing efforts?

Advertising agencies have changed the way their businesses operate because people don't respond to campaigns the way that they used to. Cookies and tracking is becoming more strict, ad blockers are becoming more prevalent, and ROI on paid ads just isn’t what it used to be. Consumers want authenticity, which is increasingly difficult to portray through traditional ads. Now PR coupled with content creation is the new hottest strategy.

2. Considerations when pitching for gift guide features

Gift guides differ from regular news or podcasts as they follow a list format. Founders seeking to secure a spot in these guides must be aware of the specific considerations and timelines involved. Considerations meaning being aware of what industries and products the journalist you’re pitching has covered in the past. And timeline meaning how in advance you should be pitching depending on the holidays. This is a loose number but 2 months early is a pretty safe zone. BUT,? you can still see success pitching a couple weeks in advance if last minute articles need writing or something else falls through and the journalist has space!

3.? Building Relationships with Journalists:

Take the time to create a targeted list of journalists who align well with your products or brand mission. Knowing the journalist's recent work, preferences, and being aware of their specific coverage areas are crucial elements in building effective relationships. Break the ice with compliments of their past work, expanding on certain topics, or sharing your opinions as a fellow expert in the topic they were covering.?

4. Crafting Compelling Subject Lines:

Subject lines play a pivotal role in grabbing journalists' attention. Forget generic or sales-oriented subject lines. Instead, aim for subject lines that showcase a clear understanding of the journalist's work and the relevance of their product to the audience. Your subject line could be the potential title of the gift guide you have in mind. You can also include the journalists name for a personal touch.?

5. Personalization and Avoiding Salesy Language:

Avoid salesy language and focus on being direct, personable, and informative. The goal is to establish a connection and convey the unique value of your product without sounding overly promotional. Don’t offer discounts for readers (this gets difficult for an evergreen article). Don’t try to sell the journalist your product, they’re not your customer. Lead with value and the benefits for their reader.?

6. Specificity and Avoiding Generic Claims:

Specificity is key in capturing journalists' interest. Don’t use generic claims like "the cleanest" or "the best." A journalist will automatically ignore that because they see it all the time and rarely is it true. Instead,? provide concrete details about the products, focusing on what makes them stand out and why they would be a valuable addition to a gift guide. Buzz words aren’t necessary or helpful. What is helpful is knowing your “keywords” which is different. Including key words about your industry and product help a journalist categorize your pitch easily and what type of story it’s for.?

7. The Role of Press Kits:

Press kits are essential resources that can aid journalists in understanding a brand and its products better. It doesn’t just mean links of all your previous media features. It should include your name, contact info, link to high-quality images, a press release on your launch, detailed founder bio, and background information on the company. This is the info that is valuable to a journalist trying to vet you and learn more about your brand.?

8. Leveraging Social Media for Follow-Ups:

In addition to email outreach, you should ALWAYS use social media for follow-ups. A journalist’s inbox is too busy. Yes you can get a response after 1 email, but 9 times out of 10 it’s the follow up that gets a journalist to respond. It also shows them you’re putting in extra effort in to connect which can help you stand out.?

The holidays are here and everyone is shopping, so why not throw your name in the hat for some free exposure? It will take less time than editing fancy reels or figuring out how to run complex ad campaigns!

TOPICS WE COVER IN THIS EPISODE:?

• The importance of being in a product roundup
• What founders should know about pitching products for gift guides
• The benefit of pitching often and following up
• How to create a list of writers and form relationships
• Pitching do’s and don’ts
• The importance of remaining relevant
• How to master a direct tone instead of a demanding tone
• Whether or not samples are needed during the pitching process

Remember, it is so important to remember to pitch early and pitch often! Margaux mentioned that she is always utilizing her inbox to find the perfect products.

Make sure that you are putting your name in the hat and that your email includes the most relevant and helpful information!

Also, I want to remind you to rate and review the podcast for a chance to win a 1-1 session with me! Click here to review, then select “Ratings and Reviews” and “Write a Review”!

If you want to get free organic press features, get on to top podcasts, and build relationships with editors at your dream outlets, join me and hundreds of small business owners in the PR Starter Pack at www.prstarterpack.com.