Episode #39: Analyze Real Pitches with Mia Taylor (Part 1)
“Be on top of the news, because then you can tap into the zeitgeist, and into what is being talked about right now. Then, you can think about your clients and how they fit within that context, rather than thinking about your clients first and how you can pitch them.”
-Mia Taylor, on keeping up with news
**In this special 2 part episode, we have a WEM first. Our guest (with the permission of the publicists!) shared some real pitches with us. Check out a full transcription of the pitch at the bottom of the notes!**
Larger, lifestyle publications like Real Simple and Better Homes & Gardens plan their stories months in advance, so how can following the latest news help you craft a better pitch to these publications? In part 1, we analyze a pitch from a publicist who earned coverage by doing just that. Our guest, Mia Taylor (Real Simple), will expand on why this pitch was successful, what exactly about it resonated with her, and what actionable steps you can take to accomplish the same, regardless of who you are pitching.
A special thanks to Gina Masullo (Misfit Toys Communications) for providing and allowing us to republish the pitch in its entirety!
In this episode you’ll learn…
How to contextualize your client within the current news cycle
What specific assets add credibility to your client pitch
Why you should research a reporter’s work beyond the last story they wrote
Our guest is:
Mia Taylor is a staff Finance Writer for Real Simple, Health, Parents, and Better Homes & Gardens. She is an award-winning personal finance and travel journalist who has also covered wildlife conservation, sustainability, eco-tourism, climate change, the hospitality industry, technology, AI, robotics, and single parenting.
Stories we talked about:
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Show Notes:
:00 — Britt introduces our guest.
2:08 — Britt asks Mia to provide a brief overview of the article we’ll cover in the episode.
3:30 — Britt asks Mia if the timing of the pitch to a national trend made it more compelling.
5:33 — Britt asks Mia what she looks for in a reputable source.
8:21 — Britt comes back to what works about the rest of the pitch.
12:10 — Britt asks Mia about the subject line of the pitch.
15:20 — Britt asks Mia which news sources she follows.
18:48 — Britt asks Jackie and Mia for any final thoughts about the sustainable banking article pitch.
21:50 — Jackie asks Mia for the timeline of the article.
22:39 — Jackie asks Mia for any reflections on where she fits in the deeper media landscape.
The Pitch We Analyzed:
[EXTERNAL] Pitch/news re: sustainable banking
Hi Mia,
Hope you’ve been well!
I’m writing to pitch some news about sustainable banking. The topic is especially timely since April is both Earth Month and Financial Literacy Month. It’s also newsworthy given a recent study that found the world’s biggest banks have invested more than $3.8 trillion of customers’ money in fossil fuels in the five years since the Paris Agreement.
Maybe—hopefully!—financial literacy will soon include learning what, exactly, banks are doing with our money (most of the time, without our knowledge or consent).
My client, Ando—launched the beginning of this year—is the first radically transparent banking company that invests 100 percent of users’ money in carbon-reducing projects. The San Diego-based online bank invests specifically in areas that will make the most impact: clean energy, sustainable transportation, green buildings and sustainable agriculture. At any time, users can see exactly how their money is being used by visiting their personalized Impact Center within the Ando app.
Ando's industry-first promise to fight climate change is paired with a simple interface (download the app and open an account in under 3 minutes), FDIC approval, Visa debit cards (made from corn byproducts!), best-in-class security, no minimum account balance, no monthly fees and no overdraft charges.
Please let me know if you’d like more information or a chat with founder/CEO JP McNeill. He’s a terrific expert on “green" versus “brown" funding, the rise of sustainable fintech startups, etc. Just let me know what you think!
Many thanks,
Gina
