Words to Ditch (and Some You Need) for the Perfect Media Pitch

When media pitching: get to the point.

Reporters and editors have less than no time, and you’re lucky to get one bite at the apple.

Don’t waste it with a wordy elevator speech, because they’re getting off at the Mezzanine.

Wordsmith it down to a New York Post-like headline. The classic Headless Body in Topless Bar says it all.  

This is vital: If you want to see a reporter’s eyes roll while they toss your pitch in the trash, use one of these gag-me-with-a-cliche words in your pitch.

• Innovative: This can work at times, but make sure you don’t overdo it; it’s better to show them why you’re innovative, rather than tell them.
• Revolutionary: Wow, really? Your new product or service will really upend life as we know it?
• Content: What content? Be as specific as possible.
• Synergy: It’s overdone, outdated and lost its impact 10 years ago.
• Influencer: Despite your Instagram feed, everyone is not, in fact, an influencer; if you’re going to use this term, make sure the person you’re referring to actually is one.
• Disruptive: This might have been a cool term when it was first used by a Silicon Valley startup, but today — not so much.

Must Use Words:

• Trend: The media loves to be first with the latest hot craze.
• Breakthrough: A medical breakthrough is ratings and clickbait gold.
• Just Out/Happening Now: The more up-to-this-very-second, the better
• Exclusive: Sometimes you earn bonus points by just pitching the story to one outlet or reporter.

Everyone thinks they have a “groundbreaking” product that deserves media attention, so you need to differentiate yourself. Take an unexpected angle, be genuine and try using tools like Google Trends to bolster your case. Data makes things “official.”

In short, make it short. Write the right pitch for your client.