Pitching Coach 2: Perfect Pitch

Here's the 2nd in a 3-part series on construcing better speaker pitch letters. The first is here, if you missed it.

Theory is one thing, but samples are a better way to illustrate some of what works and what doesn't. Below is a fabulous pitch letter from a guy named Nicholas Mendoza, who works for the PR firm Rogers and Cowan in Los Angeles. He had read somewhere that I'm programming the upcoming MediaPost OMMA Hollywood Conference, and thought that his client from ROO might be someone I'd be interested in. Here's his letter:

Hi Mike.

I'm contacting you on behalf of ROO, one of the top 10 online broadcasting networks in the world, regarding available speaking opportunities at OMMA Hollywood.

Greg Verdino, Senior VP of Sales and Marketing for ROO, is speaking at Media Summit New York next week and is also confirmed as a panelist at Digital Hollywood Spring - speaking about Internet Video, Advertising and Marketing.

We'd like for OMMA to consider him for the following panels in order of preference:

Ad track session - 3/28 - 11am - 11:45am
Advertising Track - Online Video: Starring in Advertising's Big Picture

Media track session - 3/27 - 11:30 - 12:15pm
Video in the Media Mix: Toe in, or Plunge?

Online Content Track - 3/27 - 5:30pm - 6pm
WORKSHOP: Selling Video Advertising

Let me know if you're interested in receiving a bio and additional details on his areas of expertise.

Regards,
Nick

Nick Mendoza
Rogers & Cowan for ROO
8687 Melrose Ave., 7th Floor
Los Angeles, CA 90069
310.854.8128
www.roo.com

Here's what's great about his letter:

1. Short paragraphs, and a very brief note altogether
2. Not much marketing puffery. (exception: 'one of the top 10 online broadcasting networks in the world' is hollow - the field is way to nascent for any sort of ranking to matter)
3. Tells me who he represents - what company and what person.
4. Suggests a specific speaker for specific sessions (in order of preference), making it easy for me to gauge availability in the sessions
5. No attachments or any superfluous background on ROO's VC funding, market position, etc.
6. Gentle bandwagon tactic by revealing that his executive got picked up to speak at two well-respected shows (also a proof-of-concept: I respect these shows and am suitably impressed)
7. Promotes his client, not his own PR firm, in his sig file. This makes it easy for me to do a little research on ROO, but is also a deferential nod to his client, which I appreciate.
8. But the best part is the last paragraph: Let me know if you're interested in receiving more info and I'll send it. I don't think Nick is being coy here - he's being respectful.

It's rare when I'll make a decision from an initial pitch letter on a speaker, unless of course I already know the speaker and am delighted to learn of his/her availability and interest. Nick gets this, and doesn't try to close the deal on the first point of contact with me. This tactic, along with his tone, creates an approach that is courteous and respectful, and invites a conversation about his client. Most pitch letters simply invite a 'no thanks.'

So nice job, Nick. I'll call you this week to discuss ROO's involvement at OMMA Hollywood.