App Masters · The Greatest Content Marketing Hack
Lenny's Podcast · Oct 12How to get press for your product | Jason Feifer (editor in chief of Entrepreneur magazine)
Described as 'a magazine about thinking', it wants counterintuitive decisions that solved a business problem, and editor Feifer gets 30 to 50 pitches in the time of one podcast recording. A DC hot dog truck gains nothing from it because 99.5% of readers can't buy a hot dog.
Tips
- Pitch what serves the publication's audience, not what serves you▶ 15:05Feifer describes pitches asking 'how do I get a feature' as ordering a hamburger from Entrepreneur Hamburgers.
- Work out each publication's mission by reading several of its stories▶ 17:00Fast Company under Bob Safian wanted insight into where business is going, while Entrepreneur wants a counterintuitive decision that solved a problem inside a business. A butter dish founder got in by pitching her airport market research hack, not the product.
- Pitch the outlets your customers read, not the one named after you▶ 38:10A DC hot dog truck owner wanted Entrepreneur, but 99.5% of its readers could never buy his hot dogs.
- Pitch the individual writer who covers your topic, not the editor in chief▶ 42:34For the peanut butter brand, a Cosmo search showed seasonal snack roundups, so the target was the writer of those roundups.
- Pitch a problem and solution story that mirrors the show's format▶ 59:10The pitch arrived in September 2020 and became a podcast episode and possibly an article.
- Offer an exclusive in a way that never feels like playing the reporter▶ 1:11:30A founder gave Entrepreneur a three-hour head start, and a Mark Cuban backed company offered a single exclusive Cuban interview.
