Wondering how to pitch your story to potential stores?
Wondering how to pitch your story to potential stores?
Buyers’ inboxes are flooded every day with pitch after pitch emails from wholesalers trying to get their products in stores. In order to stand out, you have to sell your story in a short, concise manner that highlights all the main aspects of your brand that a buyer would need to know. Today we’re going to cover exactly how to use your brand’s story to create your pitch emails, starting with sharing what you do in concise terms.
Follow these 5 tips to pitch your story to potential stores:
1) Share what you do in concise terms.
This sounds so simple but most people want to get creative instead of saying exactly what they do. Break it down by using clear sentences like, “I sell candles that smell like home and candles that remind you of home”. Whether in an email to a store owner, a product listing, or on the homepage of your website, make sure it is crystal clear what you do. Clarity over cleverness, always.
2) Use strong, descriptive words.
People are busy, bored, and distracted. So if you water down your words, your point won't come across. Choose words that clearly paint a picture in someone’s mind. Create a word bank of descriptive words for your products. These words will become part of your brand’s voice, and you’ll use them in your mission statement, core values, as well as all posted media.
3) Be direct about the important aspects of your products, business, and processes.
Buyers are not going to imagine things about your business that you're implying but not saying directly. None of us can read minds! For example, if you hand-stitch every single bag you make, don’t just say that it's “Made in America”. It doesn’t describe the true craftsmanship of your product. Make sure to highlight exactly what makes your product special. This is also called your “unique value proposition”.
4) Talk to them as if they are a friend.
It's so easy to overthink what you’re posting online and slip into a weird business speech that isn't actually compelling to read. If in doubt, use words you'd use to explain your business to a friend. For example, instead of “This necklace was made from recycled products that would otherwise be discarded.” try using, “I love finding a treasure and making it into a necklace someone wants to wear.”
5) Keep it short and simple.
In any email, copywriting, post, or outreach, ask yourself: Are there any words or sentences I can cut? You don't want to lose your warmth, specificity, or personality, but the quicker you can get your point across, the better. This means cutting out some fluff! One of the easiest ways to do this is by writing how you talk, then completing an edit or read-through after you’ve completed your piece.
Download Pitch, Please e-book for more tips on pitching to media or stores.