As you may know, print magazines typically work about four months in advance, so, right now they are planning their December issues (which go on sale in early November), and a big part of any December issue is a holiday gift guide. So if you want your products to be included, you need to be pitching to editors before the end of July. Remember, I am just talking about print publications. You can wait until mid September to pitch to blogs and online publications.
How to Pitch for Holiday Gift Guides
Email is still the best way to pitch to writers and editors. Keep it short and to the point, no one has the time to read a long worded pitch. In the email subject line put: Product Submission for Your 2015 Holiday Gift Guide.
What To Include In Your Pitch
- Who the potential recipients could be, such as husband, wife, daughter, boss, teacher, the fitness fanatic,
- The type of person who would like it, such as the Fashionista, the Fitness Buff, the Geek, the New Mom, the Guy Who Has Everything, the Home Chef, etc.
- The price as a lot of gift guides are categorized as such i.e. Gifts less than $25, Gifts to blow your budget on, etc. (Try to pitch products under $100 unless it is for a luxury category).
- If the gift gives back (for example, part of the proceeds go to charity, shop supports third world artisans, etc.)
- Where your business is. This is a growing trend this year where you will see that publications want to support locally-made, American-made or specific country-made products, depending on the origins of the publication.
- A link to the product but do not attach photos or you might send the email into spam. Make sure your product shot is magazine-quality, and preferably on a white background.
- Type of business, such as an Etsy shop, as a lot of magazines actually have a holiday gift category just for Etsy
You Can Pitch Your Products For Other Holiday Editorial
The holiday issues are typically the biggest of the year, filled with other editorial that you can pitch to have your products included in, such as:
- Holiday Decorating – Do you have products that work for holiday decor?
- Holiday Entertaining – All those holiday parties require food, serve ware and table decor
- Holiday Travel – The holidays are high travel times and magazines are always writing about products that make it easier
- Holiday Fashion – Maybe your products add to the perfect outfit to wear to a holiday party, Christmas day or New Year’s Eve
- Holiday Cards – Holiday cards, as well as invitations to parties, housewarmings, etc., are obviously in big demand this time of year
- Holiday Photos – Everyone wants that family photo for the holiday card, so it’s a great time to promote any product that will enhance the photo i.e. special outfit for new baby, Santa hat for dog, Happy Holidays sign, etc.
Last year I had several customers use my tactics to successfully get their products included in many major publications’ gift guides. In all honesty, being in an online gift guide will likely bring you more sales than being in a print gift guide, as the steps to purchasing your product are greatly reduced, but it is still amazing exposure you can use for so many other things to grow your business.
© 2012-2016 GAIL OLIVER. ALL RIGHTS RESERVED