Pitch Letter Template for your Product or Biz

Are you waiting for an influencer to stumble onto your product or service? More exposure would lead to a tipping point in your business, but are you worried that you don’t know how to get covered by publications, blogs, podcasts, or social media?

The answer to your problem is simple, if you know what you’re doing: Much of getting free marketing comes down to a well written and perfectly timed pitch letter. Or actually, writing one pitch letter and trickling it out in a timely way to many different streams, so that you continue to get your idea or business in front of as many different audiences as possible–including the ones that don’t know to seek you out on google.

Research. Write. Send. Repeat. That’s it.

But how do you craft this perfect pitch letter? As a magazine editor and blogger, I have been on the receiving end of thousands of pitch letters from public relations pros. Some are gems. Others are junk. But this experience has given me a solid education on how to diy a marketing campaign to get your product, business, or idea out to the influencers who can share it with their fans.

As you reach out for a little extra online love, you want to sound confident but not cocky, pleasant but not pleading. You want to give a full description of what you are offering–whether it’s a free pair of gloves made by your new online biz, a chance to meet with you, career coach extraordinaire–and why it’s beneficial to the influencer you’ve targeted.

In this pitch letter you’re not just going to announce yourself. You’re also going to invite the blogger/podcaster/writer/Instragrammer exclusive access to whatever it is you offer. As in, you’re going to give away your product or service for free, and bank on the fact that it’s so good, whoever tries it can’t help but write/talk/blog/post about it. 

Don’t let this intimidate or overwhelm you. There are bloggers, writers, podcasters, instagrammers and more all around you, all looking for content. You only need to write one letter–as you send it out to more and more contacts you can make minor tweaks.

To help you out, here’s a free pitch letter template you can customize to have the voice of your brand:


A couple of notes:

  • Start small. Yes, you want your new protein drink to be featured in Men’s Health, but why not polish your PR chops on a few local fitness bloggers first? Smaller influencers often have followings that are super loyal, which may ultimately lead to more sales.
  • Make it authentic. The template I supplied is a guide, but it’s up for you to make it fell authentic. You can veer off track as much as you like. In the end you simply want something that’s friendly, short, and includes all the necessary info about your offer and how to get it.
  • Think outside the box. If someone blogs about tea, chances are they get a lot of the stuff in the mail. But someone who blogs about working from home, and often mentions starting the day with tea? They may be a better target.
  • Read before you send. There’s nothing worse than receiving a pitch letter that gets your name wrong, has broken links, is missing a coupon code, etc. Give your letter a final once-over before you hit send.