Website tips, holiday sales advice, & some good ol' Insta strategy

Wouldn’t you love to be a fly on the wall to learn how your peers are growing their web and getting such great press?? ⁠⁠
You’re in luck! What we normally do behind closed doors, we’re doing live and for free in our Tweak & Edit PR Review Workshop!
Let us explain…at Wolf Craft we help all types of creative businesses create media outreach strategies to get their work featured in magazines and design blogs. Our work, however, isn’t just about helping you craft the perfect pitch to the right editor. 
If you want your media outreach efforts to have the best chance at success (who doesn’t!), you need to *first* make sure your online presence—visual assets, website, copy, and social—are press worthy. They need to do the hard work at representing your brand online to people who don’t know you, like editors! And oftentimes a few small strategic tweaks can be all you need to up your game. 
Join us live as we give actionable, real-world feedback to other creative businesses. You’ll learn from your peers, and get to ask questions about your own biz at the end.

Register here for the Tweak & Edit PR Review Workshop!
It will be held live on zoom on Friday, October 7th from 12:00 to 1:00 pm EST. Can't attend live? No problem! Sign up to get first access to the workshop recording. 
Now, on to our monthly resources and tips!

Show, Don't Tell

Photography Strategy: Q&A With Lighting Designer Erin Lorek
If we have only one piece of advice for anyone, any company, and nearly any product, it would be invest in photography.

This week we sat down with designer (and former one-on-one client) Erin Lorek of Lorekform to talk through her photography strategy for PR and her 5 P’s!

Good Links Round Up

1. Want to convert IG followers into customers? Tune into this podcast.
We're all about making content work harder for your biz, especially when it comes to social. In this episode of The Creator Club Podcast, Katie Steckly speaks directly to makers. Tips include *how* to leverage product content you're already making to grow your e-commerce businesses.
2. What to do *now* to make the most of the 2022 holiday season?
Starting to prep for the holiday sales season? Check out this free workshop hosted by Catherine at Resilient Retail Club on How to Grow Your Sales at Christmas. They’re UK-based, so it may be a wee early for most of you. But anyone who registers will get to watch the recording. Plus, if you send in a question Catherine will be sure to answer it live! 

3. Earn more holiday sales with these 5 practical marketing tips.
More on the approaching holiday season... This Mailchimp guide dispels holiday marketing myths with practical strategies for all types of product businesses. An example? For one, you don’t need a big budget to capture big sales. Instead, try A/B testing on email-marketing campaigns to refine which copy speaks best to your audience. 

4. Dreamy editorial photography inspo for your next shoot.
This good link is more inspiration than pro advice. If you're an interior designer or if you make home goods that need to be photographed, duh in a home, check out this Adam Scott's portfolio for interior design styling inspo. His work includes examples of how larger items like rugs, textiles, wallpaper, and art can be styled for editorial photography.

5. Build an Instagram SEO strategy with 5 steps.
SEO is an essential part of your website marketing strategy, but did you know it applies to Instagram too? Later (our fave social media scheduler), listed out 5 SEO tips to improve your discoverability on IG. Increasing your brand’s reach can be a simple as including keywords in key areas - from your profile tagline to your captions.

Wolf Craft Pro Tip

The shortlist
aka the foundation for successful media outreach (in order)
  1. Compelling, newsworthy work - If what you want to pitch is super similar to existing products you have to be able to say what makes your stuff unique. Is there a design or functionality aspect that isn’t present in similar products? Is there an interesting collaboration or material? Is your inspiration source interesting? How are you adding to the conversation? How have you innovated?⁠
  2. Great photos - Photography is one of the *most important* investments you can make in your business. There isn’t a design editor in the world who will care about what you’re working on if you don’t have beautiful photos to go along with it. If you make small products, start with solo against white images. Get a white box and take well-lit images with a crisp background.⁠
  3. Knowing the outlet & editor - You have to have a good working knowledge of the types of projects, businesses, and people the publications you want to pitch write about, to understand if your work is a good fit. I suggest setting up a subscription to apple news+ where you can browse past issues of hundreds of publications to understand what they cover to find the best fits for your biz!⁠
  4. An effective pitch - 1-3 are the ingredients to write your pitch. If you are well versed in a publication’s POV and an editor’s stories you’ll know your work is a good fit. You can even mention 1 or 2 articles they’ve written in the email intro and how your work relates to the topics they write about. Include a few embedded low res images, don’t send attachments, and link back to your website and social. ⁠ 

Work With Us!

Psst- here's another link to register for our *free* Tweak & Edit PR Review Workshop.

If you want to get really good at telling your business' story, we can help!

-Tweak and Edit- for when you need a critically constructive second set of eyeballs to look at what you're doing and tell you exactly what to fix, and then show you best-in-show examples to help you get there. We're so happy to say that people LOVE this service and find a lot of value.

-1-1 sessions- for when you want to learn how to tighten up your business and pitch it to the media yourself, and you want guidance informed by 15+ years of experience and someone to hold you accountable. 

-List building- for when you want a fully customized media list built to fit your specific needs and timing as it involves launches and other company initiatives- AND you want it to include suggestions for press materials, stories to develop, order of operations for embargos and/or exclusives, and other activities for the biggest media impact.

and finally 

-How to Pitch For Holiday Gift Guides- for when you want to truly knock it out of the park with holiday gift guide pitching, but also secretly learn how to pitch for all the other year round holidays as well. 

Thanks for giving us some time in your inbox! If you have any questions send us a note, we'll always reply. 

Nora & Kirsten

PS - If you liked the newsletter, we’d be so happy if you shared it with others who might find it useful. Anyone new can subscribe here.
Copyright © 2022 Wolf Craft, All rights reserved.

You can reach us at:

If you don't want to receive these emails anymore, you can unsubscribe here.

Older messages

Get your website, assets, social ready for PR

Tuesday, September 20, 2022

Learn how.... Hi! Have you ever wanted a PR professional to look at your website and tell you *exactly* what to fix? What about your photography? A pitch that's just not hitting right? You're

Your PR questions answered - edition #5

Tuesday, September 13, 2022

Advice from Nora Wolf Welcome to the fifth edition of PR Questions with Nora. This new monthly newsletter feature was inspired by you! If you've attended one of our recent PR workshops, you likely

How to create a high impact press page for your website

Wednesday, August 31, 2022

Inside: How *not* to write pitch emails, tips to work more effectively, advice to optimize your product pages. Wolf Craft isn't a media outlet, but we do write a blog, and every so often we get a

Your PR questions answered - edition #4

Tuesday, August 16, 2022

Advice from Nora Wolf Welcome to the fourth edition of PR Questions with Nora. This new monthly newsletter feature was inspired by you! If you've attended one of our recent PR workshops, you likely

3 Key Elements To Make a Great Impression 💻

Tuesday, August 2, 2022

Inside: Hacking Squarespace SEO, why ALL creative businesses need a FAQ page, and sales tax 101 for creatives. Y'all, it's summer, and we've been struggling through this heat wave so we

You Might Also Like

The Color Trends to Watch: See Our New Trend Report

Wednesday, July 24, 2024

View in your browser | Update your preferences ADPro Image may contain: Furniture, Chair, Interior Design, Indoors, Home Decor, and Rug Inside Our Newest Trend Report “We're in a renaissance of

The One Color Risk Rodman Primack Is Always Willing to Take

Tuesday, July 23, 2024

View in your browser | Update your preferences ADPro Anne Crawford and Dudley DeZonia's Ojai refuge has been on the lips of us editors ever since we first caught a peek at the layouts earlier this

A design business story we can't stop thinking about

Tuesday, July 23, 2024

Hi ya'll, It's been a while since we sent a newsletter outside our standard formats. But last week we were so captivated by a story @Pern Bann's founder @sukrachand told on Instagram that

#466: UX Writing and Content Design

Tuesday, July 23, 2024

Error messages UX, content design system, voice and tone, experience mapping and placeholders. Issue #466 • July 23, 2024 • View in the browser Smashing Newsletter Sveiki Smashing Friends, Content

Accessibility Weekly #406: D & D and Alt Text

Monday, July 22, 2024

July 22, 2024 • Issue #406 View this issue online or browse the full issue archive. Featured: Dungeons & Dragons taught me how to write alt text "The narrative is shared amongst everyone by

The Fog of War of company onboarding

Sunday, July 21, 2024

Issue 204: How a Real-Time Strategy game concept teaches you new hire onboarding ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏

168 / Feeling stuck? Open this email to get your creative juices flowing

Friday, July 19, 2024

Product Disrupt Logo Product Disrupt Half-Monthly Jul 2024 • Part 1 View in browser Welcome to Issue 168! I took a short break from publishing as I was in the US last month for Figma's Config,

100 Interior Photographers to Hire Now

Thursday, July 18, 2024

View in your browser | Update your preferences ADPro Ready, Set, Shoot! You've spent months—years, even!—perfecting your client's space. Now it's time to capture it for your portfolio, or (

Do this in your next PR pitch subject line...

Tuesday, July 16, 2024

Exciting announcement before we jump into subject line tips! Along with Nora, Kirsten is now also available for 1-1 consulting. Since we founded Wolf Craft, Nora has worked 1-1 with creatives to help

#465: CSS

Tuesday, July 16, 2024

CSS container queries, style queries, custom functions, native CSS mixins, inline conditionals, transition to auto. Issue #465 • July 16, 2024 • View in the browser Smashing Newsletter Grüezi Smashing