If you’re an entrepreneur looking to promote your product, service or invention, how are you able to stand out among the crowd? As technology continues to quickly advance, there are several products that seem much too similar for journalists to even consider sharing with their readers.
Here a few tips before you begin pitching your (soon to be) newsworthy product to the world:
- Do your research. Industry research is imperative. Taking the time to dig deep and pinpoint potential competitors or similar project ideas seems tedious, but it’s worth the time and effort. I’ve had journalists ask, “what’s special about your product over [insert well-known product]?” Sit down and research how your product is different and what problem(s) it solves. Once you’ve determined the significant differences, you’ve developed your pitching angles.
- Get creative. There are thousands of backers on both Kickstarter and Indiegogo. This is your chance to sell your product and convince backers to invest in your campaign. If you have multiple target audiences, craft a pitch that appeals specifically to that audience. Don’t be afraid to get creative! When you research similar crowdfunding products, be sure to watch each campaign’s project video to determine what type of humor and tone is best for your similar targeted audience.
- Be timely. If you’re unsure of when to launch your campaign, be mindful of when you start sharing the news of your exciting new product. It may be worthwhile to develop a timeline for your campaign from start to finish. Consider everything from launch date, press outreach and other campaign milestones. Remember, what may be newsworthy today may not be as significant tomorrow. Try to develop a realistic timeline without selling yourself short and missing out on great opportunities for your campaign.
- Be honest. Don’t pitch your product to journalists, investors or potential crowdfunding backers with false information. Elaborating or “fluffing” up your product’s features or capabilities is never a good idea. Be honest (and proud!) of your product. More often than not, people can sense your passion when it comes down to why you developed your product and what it means to you. There’s always a story to tell!
- Gather feedback. When introducing a new product to the world, it’s important to try to build some credibility. If you don’t have many media contacts within your industry, you may want to consider networking opportunities or traveling to trade shows or industry-related events. Offer samples or demos to build credibility with potential influencers, but you should also be open to gathering feedback. Maybe your product would perform better if it were a little smaller, or perhaps your product could benefit from an additional feature that would set yourself apart from other competitors. If a few tweaks are to your advantage, then why not?
Establishing yourself as an entrepreneur and getting your product out there for the world to see can be hard sometimes. Do your homework, prepare your pitches and be confident in your product. You developed your product to improve upon a device or an idea, or to solve an existing problem. While no one can guarantee coverage from a journalist, it’s important to present your product in a newsworthy fashion. Pitch your story well and the journalist may think it’s newsworthy too.