Why You Can’t Sell Your Product too Early to Reporters

Entrepreneurs are usually born to sell, but that doesn’t always work in your favor when speaking with reporters. In fact, if you try to sell your product or service too early to a reporter, your story is more likely to get rejected.

Experienced reporters are trained to read between the lines. They know when someone is trying to sell them on a commercial versus pitching them an actual story. Selling a product is one of the fastest ways to get your story idea rejected. (I wrote an in-depth article on this for Entrepreneur Magazine if you’d like to hear more on that. You can read that article here).

Unfortunately, I’ve seen a lot of smart and experienced entrepreneurs jump right into selling their product or services when speaking with reporters. It’s like they know their time is limited so they jump right into selling their product. Unless you’re speaking with a trade reporter writing for an industry-specific audience, stay away from the backstory. Reporters don’t want to hear how the logistics work; they want to hear what is the final result.

Even more important, they want to hear the actual story of the product or service.

Advice for Media Interviews

If you’re fortunate enough to speak with a reporter, focus the product or service around the story line. Don’t jump into why your product is the best or how it’s the future. (I’ve heard many entrepreneurs explain their new product like that). Instead, focus on the angle that will advance the story you want the reporter to tell. You want to sound like a contestant on Shark Tank. Not the product pitcher for a late night infomercial.

I go more in-depth on these approaches in my Entrepreneur article. Please follow me on Linkedin to get more of my articles on best approaches for PR. Or message me at the bottom of this page to schedule a call.

ABOUT MACIAS PR

MACIAS PR was founded in 2009 by Mark Macias – an Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named Macias one of the top 50 best PR pros in New York in 2022 and 2024. Finance Monthly also named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year.

The Overlooked Consumer Group Every Campaign Should Target – Forbes Editorial

By Mark Macias

I recently wrote a story for Forbes that breaks down a hidden group of consumers that many PR campaigns miss. You can read that Forbes editorial by clicking here. A synopsis of that thought leadership is below in case you are short on time.

The social scientists define emotional motivators as those who are not shy about expressing their feelings; when they “feel,” everyone around them feels, too. And when they like something, everyone knows it. 

When a PR strategy taps into emotional motivators, you can earn a brand ambassador better than any celebrity spokesperson. In my experience, these motivators help bring a higher return on investment for any PR campaign and increase the chances that your brand will spread via word-of-mouth.

Want to learn more? Click here to read my full thought leadership on Forbes.

ABOUT MACIAS PR

MACIAS PR was founded in 2009 by Mark Macias – a former Executive Producer with NBC and Senior Producer with CBS in New York. Marketing peers named MACIAS PR the Best Strategic PR Firm while Finance Monthly named us the Top PR consulting firm from 2015 to 2021. City & State Magazine has named Mark Macias a Top 50 Political PR Player in New York.

Case Study – Noom Media & Branding Campaign

The weight loss and wellness company, Noom, had little national name recognition back in 2016, despite being popular with consumers. But all that changed after MACIAS PR took over their media coverage that year.

From the start, we faced challenges in the crowded weight loss space, and had to identify unique angles to differentiate Noom in a crowded weight loss market. Mark Macias worked closely with the founders to create a comprehensive strategy to elevate their brand via earned media.

Within the first month of collaboration, MACIAS PR secured its first story came with CBS News. The segment highlighted how Noom’s mobile app was helping pre-diabetics and diabetics manage their conditions. Over the next three years, this media coverage continued with hundreds of stories appearing with major news outlets.

Media coverage included: NBC Today Show, People Magazine, Men’s Health, Women’s Health, CNBC, PIX 11 in NYC, CNN, Fortune, TechCrunch, Entrepreneur, New York Post, and more.

MACIAS PR also helped expand Noom’s reach with Spanish consumers by placing stories with Telemundo and Univision.

B2B and B2C Media Campaign

Besides the B2C focus, Noom also needed help promoting their B2B service targeting HR leaders and providers. MACIAS PR developed a tailored B2B strategy that secured features that explained the B2B service with outlets like MobiHealthNews, The American Journal of Managed Care, Fierce Biotech, FW Pharma, Med City News, among others.

The narrative for all of these stories emphasized Noom as an employee benefit that could save companies money from a health care spend perspective.

Measurable Results from Media and Branding Campaign

Google named Noom one of the top-trending diet terms in their annual “Year in Search Report” in 2018 and 2019. This increased search exposure was a direct result of our media coverage.

And a year after we launched this branding company, Fast Company Magazine named Noom a Breakthrough Brand in 2017. Noom did not have a Chief Marketing Officer during the entire time we worked together. Our media and branding strategy came from our time working directly with the founders.

Media Exposure Helps with Fundraising

Our media campaign also helped support Noom’s fundraising goals. MACIAS PR conceptualized angles that resonated with reporters and investors, showcasing the digital health company as a top disruptor in health tech.

Despite the challenges of obtaining media coverage for investment rounds, MACIAS PR successfully navigated and ensured Noom received extensive and positive exposure. Our PR team secured media coverage for Noom’s $58 million investment round with outlets like TechCrunch, Fortune, Entrepreneur, and AlleyWatch in 2019.

Media Trained Founders and Spokespeople

Throughout the partnership, Mark Macias media trained the C-suite for all media interviews.

For a more detailed case study, please reach out to us. We can share a more in-depth case study that reveals even more successes from our 3+ year relationship with Noom. You can also get a PR estimate by clicking here.

ABOUT MACIAS PR

Finance Monthly and ACQ5 5 – an international industry award – named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year. This was the third year in a row that Finance Monthly recognized our firm. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He is also a PR contributor with Entrepreneur and Forbes, providing media analysis, insight and crisis advice on timely business topics.