The Killer Outreach Email That

Gets Opened, Replied to And

Mainly Gains Links
Hana Bednarova // Bednar Communications //

@Miss_HanaB SLIDESHARE.NET/HanaBednarova1
 Contacting Journalists

BrightonSEO April 2019 @Miss_HanaB

 It used to be
much easier
to get them
on the phone

BrightonSEO April 2019 @Miss_HanaB

But
nowadays
it’s almost
impossible
 Many
journalists
highlight
they’d like to
be contacted
via email

BrightonSEO April 2019 @Miss_HanaB

 But it can
be
difficult to
get
noticed

BrightonSEO April 2019 @Miss_HanaB

 It’s all about the relationships

BrightonSEO April 2019 @Miss_HanaB

 And to create relationships we need to have
personal approach

BrightonSEO April 2019 @Miss_HanaB

 Learning every day

BrightonSEO April 2019 @Miss_HanaB

 There are some impressive emails I sent out

BrightonSEO April 2019 @Miss_HanaB

 And to avoid awkward
moments - we need to do a
lot of research

BrightonSEO April 2019 @Miss_HanaB

 Research will allow us to apply the best approach
and send tailored emails to each of our contacts

BrightonSEO April 2019 @Miss_HanaB

 In other words – don’t use template!
Dear [Name]

BrightonSEO April 2019 @Miss_HanaB

 There is a lot of it!...

BrightonSEO April 2019 @Miss_HanaB

BrightonSEO April 2019 @Miss_HanaB
 We all know it’s a template…

BrightonSEO April 2019 @Miss_HanaB

BrightonSEO April 2019 @Miss_HanaB
BrightonSEO April 2019 @Miss_HanaB
BrightonSEO April 2019 @Miss_HanaB
BrightonSEO April 2019 @Miss_HanaB
BrightonSEO April 2019 @Miss_HanaB
 We should use them for an
inspiration

BrightonSEO April 2019 @Miss_HanaB

 So, if we do that …

BrightonSEO April 2019 @Miss_HanaB

 1. Making it personal

BrightonSEO April 2019 @Miss_HanaB

 It’s not just about getting the journalist’s
name right, but making it relevant to them,
their publication and mainly their readers.

BrightonSEO April 2019 @Miss_HanaB

 Autocorrect is a bit of d*ck …
• Hanah
• Ha
• Haha
• Hans
• Hannibal

BrightonSEO April 2019 @Miss_HanaB

 2. Reading journalists articles
is essential

BrightonSEO April 2019 @Miss_HanaB

 But that doesn’t mean ..

BrightonSEO April 2019 @Miss_HanaB

 If the already wrote similar article – why would
they cover it again?

BrightonSEO April 2019 @Miss_HanaB

BrightonSEO April 2019 @Miss_HanaB
 Unless

BrightonSEO April 2019 @Miss_HanaB

 3. It’s not about topic but sector and readers!

BrightonSEO April 2019 @Miss_HanaB

 You wrote about menopause

Your readers are women aged 45+ and

high earners…

BrightonSEO April 2019 @Miss_HanaB

 Media Kit

BrightonSEO April 2019 @Miss_HanaB

 Media Kit

BrightonSEO April 2019 @Miss_HanaB

 YouGov
Profiles
https://yougov.co.uk/soluti
ons/syndicated/profiles

Source The Guardian https://www.theguardian.com/media/yougov-polling-blog/2014/nov/18/yougov-profiles-the-

nations-newspaper-readers
 Facebook Insights Daily Mail

BrightonSEO April 2019 @Miss_HanaB

 Facebook Insights Daily Mail

BrightonSEO April 2019 @Miss_HanaB

 Facebook Insights Daily Mail

BrightonSEO April 2019 @Miss_HanaB

 You wrote about menopause

Your readers are women aged 45+ and

high earners…

BrightonSEO April 2019 @Miss_HanaB

 Unless you want to suggest an addition/edit

BrightonSEO April 2019 @Miss_HanaB

 Letting them know what article you are talking
about

BrightonSEO April 2019 @Miss_HanaB

 Letting them know what article you are talking
about

BrightonSEO April 2019 @Miss_HanaB

 Letting them know what article you are talking
about

BrightonSEO April 2019 @Miss_HanaB

 It’s about testing, experimenting and
understanding

BrightonSEO April 2019 @Miss_HanaB

 Which publications like what, which journalists
prefer what ..

BrightonSEO April 2019 @Miss_HanaB

 Which publications like what, which journalists
prefer what ..

BrightonSEO April 2019 @Miss_HanaB

 4. Take notes! And remember!

- Wants exclusives
- Needs case studies
- Doesn’t do research
- Niche audience
- Likes all info in a Dropbox file
- Wants embargoed stories

BrightonSEO April 2019 @Miss_HanaB

 Top tips for your outreach
email

BrightonSEO April 2019 @Miss_HanaB

 To get our email opened …

BrightonSEO April 2019 @Miss_HanaB

 Subject Line

BrightonSEO April 2019 @Miss_HanaB

 Tell them exactly what you are offering
Map
Visual
Survey/Research
Interactive
Infographic
Comment
Story Idea
BrightonSEO April 2019 @Miss_HanaB
Here is a bad example
And it was template …
 Adapt your subject line to the publication’s style

BrightonSEO April 2019 @Miss_HanaB

 Adapt your subject line to the publication’s style

BrightonSEO April 2019 @Miss_HanaB

 Adapt your subject line to the publication’s style

BrightonSEO April 2019 @Miss_HanaB

 Adapt your subject line to the publication’s style

BrightonSEO April 2019 @Miss_HanaB

 To make sure it’s read

BrightonSEO April 2019 @Miss_HanaB

 First paragraph – just get to the point

Who/what
Where
When
how and why

BrightonSEO April 2019 @Miss_HanaB

 Every article has ‘who, what, where, when,
how and why’

BrightonSEO April 2019 @Miss_HanaB

 Every article has ‘who, what, where, when,
how and why’

BrightonSEO April 2019 @Miss_HanaB

 Every article has ‘who, what, where, when,
how and why’

BrightonSEO April 2019 @Miss_HanaB

 Then move onto

More about the content, methodology, and what

else you can offer.

BrightonSEO April 2019 @Miss_HanaB

 Focus on what has been created, why, how it
works, what it gives to their READERS.

BrightonSEO April 2019 @Miss_HanaB

 Impress the READERS not only JOURNALISTS

BrightonSEO April 2019 @Miss_HanaB

 Next step
Press Release/Supporting copy/visual in the body
of the email

BrightonSEO April 2019 @Miss_HanaB

 Notes to editors
More about your company/client – this is where
you can share all information, history, values,
marketing messages

BrightonSEO April 2019 @Miss_HanaB

 YOUR contact details

BrightonSEO April 2019 @Miss_HanaB

 To get a reply …

BrightonSEO April 2019 @Miss_HanaB

 Tell them what extra you can offer and ask
relevant questions

BrightonSEO April 2019 @Miss_HanaB

BrightonSEO April 2019 @Miss_HanaB
BrightonSEO April 2019 @Miss_HanaB
 Follow Up

BrightonSEO April 2019 @Miss_HanaB

BrightonSEO April 2019 @Miss_HanaB
 Make sure they know what else you can offer,
or use it for a follow up email!

BrightonSEO April 2019 @Miss_HanaB

 Make sure they know what else you can offer,
or use it for a follow up email!

BrightonSEO April 2019 @Miss_HanaB

 And gain links …

BrightonSEO April 2019 @Miss_HanaB

 Show them where more data/the linkable asset is

And tell them why their readers will benefit from it

BrightonSEO April 2019 @Miss_HanaB

 It’s about experimenting, learning and
understanding what journalists and
publications you are targeting want.

BrightonSEO April 2019 @Miss_HanaB

 You are creating those relationships and you
know the most what makes them tick. Use it!

BrightonSEO April 2019 @Miss_HanaB

 Thank you!

BrightonSEO April 2019 @Miss_HanaB