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by Erica Sadun, Steve Sande
Pitch Perfect: The Art of Promoting Your App on the Web
Title Page
Copyright Page
Dedication
Contents
Praise for Pitch Perfect
Acknowledgments
About the Authors
We Want to Hear from You!
Reader Services
Foreword
Preface
Who This Book Is For
Why Pitch Perfect
How This Book Is Organized
1. How Blogs Work
A Typical Day at a Major Blog
Making Sausage: How Reviews Happen
Performing the Review
Elements of Review
How Much Time Is Spent Reviewing Each Product?
What Kinds Of Reviews Do Bloggers Write?
Choosing a Review Type
Why Blog Reviews Matter
Marketing Realities
Wrapping Up
2. The Attractive Product
Product Definition
What Makes a Good Product?
Why Good Interface Design Matters
Refining the Product
Falling in Love with Your Product
Nondisclosures, Embargos, and Exclusives
Competing Against the Big Guys
Building In Self-Promotion
Wrapping Up
3. Crafting Your Pitch
Designing the Pitch
Essential Pitch Components
A Sample Pitch
Remind Us Who You Are
Capturing Attention Through the Subject Line
Promo Codes
Differences Between Hardware and Software Pitches
Hardware Pricing
Video Gold
Hardware Review Logistics
Benchmarks
A Word About Kickstarter
Common Hardware Product Categories
Hardware Pitches
Wrapping Up
4. Pitching Do’s and Don’ts
Know the Site
Scheduling Out
Leverage Personality
Communicate Well
Checking In
Watching Your Timing
Gaming the System
Avoiding Offense
Submitting Through Channels
When to Pitch
Wrapping Up
5. Case Studies
Case Study: Short but Sweet
Case Study: The Solid Query
Case Study: The Professional Pitch
Case Study: The Lost Holiday Opportunity
Case Study: The Meh Pitch
Case Study: The Completely Inappropriate Pitch that Made Us Smile
Case Study: Winning by Charm
Case Study: Completely Missing the Mark
Case Study: The Perils of Autocorrect
Case Study: Buzzwords
Case Study: Not Enough Detail
Case Study: The WTF We Don’t Even Pitch
Case Study: The Pitch that Got Away
Case Study: Don’t Submit Multiple Products All at Once
Case Study: Machine Translation
Case Study: Avoid Unspecific Bullets
Case Study: The Excellent Response
Case Study: The Pitch Rewrite
Case Study: Remembering that the App Is the Hero
Case Study: The Twitter Pitch
Final Tips: Avoiding Grandiosity
Wrapping Up
6. Preparing For PR
Get Your Product into Shape
Prepare Your Marketing Text
Choose Strong Branding
Website Essentials
Creating a Reviewer’s Guide
About Press Releases
Preparing that All-Important Product Video
Preparing Review Materials
Social Media
Wrapping Up
7. The Care and Feeding of Your Blogger
Establishing Relationships with Bloggers
The “Be a Decent Human Being” Rule
Responding to Reviews—Both Good and Bad
Why Wasn’t My Product Reviewed?
Wrapping Up
8. Worksheets and Checklists
Know Your Customer: Developing a Customer Profile
Competitive Analysis
Potential Market Size Calculation
Pitch Checklists
Reviewer’s Guide Checklist
Blogger Relationship Database
Wrapping Up
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