The Dos and Don'ts of a Great Pitch Letter

Writing a great pitch letter isn’t brain surgery or rocket science. I've been doing book publicity for 15 years and while the process evolves due to technology and changes in the publishing and media worlds, some things stay the same. If you want to get booked for interviews, mind these dos and don’ts and you will be well on your way.

The Do’s

Ø Remember: You are pitching an idea—not your book. The book comes later. First and foremost, do pitch a great idea.

Ø Do your homework. Be sure your topic matches the interests of the media outlet’s target audience.

Ø Do include your contact information at the top and bottom of the pitch letter. List your name, e-mail address, and telephone number.

Ø Do make sure the subject line of your letter or e-mail is an attention grabber—something that will pique the producer’s interest and entice him or her to continue reading.

Ø Do come up with one sentence—two at the most—that perfectly captures your concept or hook.

Ø Do be clear and concise. Remember, less is more. Your pitch letter should never be more than one page.

Ø Do use bullet points. They’re easy to follow.

Ø Do have another pair of eyes look at your pitch letter before you send it out. (Grammar counts!)

Ø Do be available to receive phone calls and e-mails.

Ø Do be willing to make a follow-up call and/or send a follow up email.

Ø Do be prepared to say quickly and concisely, why the topic you’re pitching is helpful and relevant to that media person’s audience.

Ø Before you speak with a producer or editor, be sure you can answer the question, “Why you, why now?”

The Don’ts

Ø Don’t make producers or writers work to understand your message.

Ø Don’t ramble on and on. Get to the point.

Ø Don’t send a dull pitch or they’ll think you’re dull.

Ø Don’t send e-mail attachments unless you have been specifically asked to do so. It’s annoying.

Ø Don’t be overly friendly if you don’t know the person. Remember, this is a business transaction. Be personable, but don’t act as though you and the producer are best friends.

Ø Don’t promise anything you aren’t sure you can deliver.

Ø Pitch letters are not advertisements for your book. Don’t turn yours into one. Remember, you’re pitching a great idea.

Ø Don’t be a pest. There is a fine line between being persistent and being a pain. Learn the difference.

Ø Don’t be seduced into sending out the same pitch letter to everyone. Do your homework and tailor your message to each outlet

If you follow these important dos and dont's, you will find yourself doing more and more interviews, which will ultimately help you to get your book out there! This topic and many more will be covered in my teleclass on book publicity which is coming up June 13 & 14. If you have a do or don't to add to this list, please tell me about it.

Joanne's Take on Radio

With a background in radio, here are three tips I can give you on doing radio interviews:

1. Speak up

2. Be energetic

3. Be mindful of time and breaks.

Doing radio interviews can be so much fun but there are things to keep in mind when doing so.

If you have ever been in a school or church choir, then you know about using the diaphram. Use it during radio interviews and speak up.

Remember, from the moment you open your mouth, you need to project energy. Then up that by 10%. Really!

Knowing the length of the interview and whether or not there will be commercial breaks is critical. Knowing whether an interview is 5 minutes or 35 minutes will give you a very good idea how long your answers should be and how many stories you will be able to tell to demonstrate each point you want to make.

Radio interviews are a fantastic way to promote your book. Be mindful of these three tips and you will be off to an excellent start.

Oh, and tip #4: Have fun!