Tip 2: write pitch subject lines editors *actually* open

The most important part of your pitch isn’t even in the pitch.


It’s the subject line.


Editors will decide to open your email, or send it straight to the trash, based on the subject line.


Welcome, to our newest newsletter series! You’re in part 2-of-11. See 1 here.


Once a month we’ll send you one media feature. And with it, the subject line we *actually used* that an editor *actually opened*, ultimately leading to press for one of our Wolf PR clients.


What not to do is often as helpful as what to do. So, for each good example, you’ll also see a subject line that most editors would just delete.

Phantila Phataraprasit of Sabai selected for Inc.'s 100 Female Founders. Read it here.

Do- use a recognizable reference.


When your company is unknown, using a cultural reference for context can be invaluable. This is hard to pull off well, so test with caution and show trusted peers first.


Here, our sustainable sofa client is referencing the Impossible Burger. By that, they mean that the sofa looks great and is super comfortable while being sustainable.


Most people think sustainable furniture is ugly and looks like it's been upholstered with burlap. But Sabai’s designs easily compete with their peers. Much like an Impossible Burger tastes great, like a real burger, without sacrificing sustainability.


Here, this tactic worked because Inc.'s 100 Female Founders list is so competitive. Even though Sabai is an innovative sustainable furniture brand, that description isn’t sexy enough for a pitch email to this competitive opportunity.

Don’t- talk about how coverage
would benefit you.


Using phrases like “would love to be considered”, “would mean a lot to me” is as big of a don’t as words like “urgent” and using all caps.


Editors know you would love to be included in their coverage.

More importantly they didn't become an editor to make a random person they don’t know feel good. They have a point of view and an obligation to their readership.  


You have to say in a very clear and compelling way *why* you should be considered for coverage, why you’d be interesting and valuable for their readers.


Pro tip- if you’re pitching founder profile opportunities, you’ll need a great image of yourself. Check out our founder photos Pinterest board.


While you’re here

Announcements from Wolf Craft


Earlier this year, we hosted a paid live workshop all about how to set your business up for more press, sales, and opportunities.


All the participants found it *really helpful*.


SO, we made it into a lifetime-access mini course. ⬇⬇⬇⬇⬇⬇⬇⬇⬇⬇⬇

Set your biz up for more press, sales, and opportunities with our newest mini course, here!

Thanks for giving our newsletter a bit of time in your inbox!

Nora & Kirsten


PS- We’ve got a few slots opening up for our higher-touch PR strategy services. If your business is growing and you’re looking for more support (think custom media lists, content strategy & creation, and more) we may be able to help!


Reply with your answers to the questions below. We’ll let you know how we can support your PR and growth goals. Plus, we’ll include a tip just for you!

  1. What is your business website?

  2. What is your past experience with PR/media outreach? Things you thought were successful? Anything you wished would have worked out better?


  3. What are your current PR goals? Any launches or projects coming up?


  4. What is your monthly and/or 1-time budget?


  5. Are there any additional areas where you would like strategy to better engage editors and potential clients? Examples include- social media, email communication, website optimization, additional content for business growth like client onboarding/offboarding materials?


How to work with us

If you want to get great at telling your story, for more
press and more clients, we can help!

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