How to sell to Founders at Media & publishing companies
Founders in the media and publishing industry prioritize audience growth, specifically measured by unique monthly visitors. They respond to outreach that demonstrates a clear understanding of their content strategy and how a solution can enhance engagement or streamline operations. Highlighting relevant industry trends or shifts can make your outreach more compelling.
What actually hurts
- content saturation
- declining ad revenue
- audience retention challenges
- operational inefficiencies
The playbook
- 01
Identify recent content partnerships
Research media companies that have recently announced new content partnerships or collaborations. Use tools like PR Newswire or industry newsletters to find announcements. This indicates they are open to new ideas and may be looking for solutions to enhance their offerings.
- 02
Analyze their audience engagement metrics
Check their website and social media for engagement metrics such as shares and comments on recent articles. Tools like BuzzSumo can help identify which content resonates most. Tailor your messaging to address how your solution can further boost their engagement.
- 03
Craft a narrative around industry disruptions
Focus on recent disruptions in the media landscape, such as shifts to digital-first strategies or subscription models. Mention specific examples that relate to their operations. This shows you understand the challenges they face and positions your outreach as relevant and timely.
- 04
Address common objections about ROI
Be prepared to counter objections regarding return on investment, especially if they are hesitant to invest in new tools. Provide insights on cost-saving efficiencies or potential revenue increases based on industry benchmarks. This will help alleviate their concerns about financial commitment.
- 05
Propose a specific time for a call
Suggest a specific date and time for a call, ideally within a week, to discuss how your insights can align with their growth goals. Be clear about the agenda, focusing on their unique challenges. This direct approach can increase the likelihood of a positive response.
Subject lines that fit
- Boost your audience engagement
- Navigating media disruptions
- Transforming your content strategy
Questions
- Why do founders in media ignore cold outreach?
- Founders often receive numerous pitches daily, making them selective about engagement. They prioritize communications that demonstrate a deep understanding of their unique challenges and industry context, rather than generic sales pitches. Personalization and relevance are key to capturing their attention.
- What content strategies are founders currently exploring?
- Many founders are exploring subscription models, premium content offerings, and partnerships to diversify revenue streams. They are also focused on leveraging data analytics to better understand their audience and tailor content accordingly. Highlighting solutions that support these strategies can resonate well.
- How can I make my outreach stand out to media founders?
- To stand out, use specific examples of how your insights or solutions have helped similar companies overcome challenges. Incorporate industry trends and data that align with their goals. A personalized approach that speaks directly to their current needs will increase your chances of engagement.
- What timing is best for reaching out to media founders?
- Timing can vary, but reaching out early in the week, particularly on Tuesdays or Wednesdays, tends to yield better responses. Founders are often busy with weekly planning on Mondays and may be less responsive. Aim for a clear, concise message that respects their time.
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