Tagged with: ‘press’

Posts: 3

How to Pitch Your Product to the Press

Last Tuesday I popped in to DoES Liverpool to see Matthew Hughes give a talk on how to pitch your product to the press. He’s a tech journalist at MakeUseOf — so he had some lessons to share from the other side of the table.

In no real order:

  • Be as concise as possible - journos receive mountains of product pitches each week.
  • Sounds stupid but: There’s a difference between product pitches and press releases. The former is an anchor to entice the journo to sign-up for your product, check it out and write a review.
  • If you have notable investors > name drop them. This adds validation.
  • You need to entice the journo - lead with the problems you’re solving.
  • Personalisation is important. Do your research on the journo. What have they written in the past that might make them want to write about your product?
  • Gifts are cool, but not bribes $$$. UPDATE from Matthew: “Should probably clarify I meant gifts with no monetary value though, and after an article has been published. ;)”
  • Obvz grammar is super important.
  • Journos like phone numbers for follow up - so share yours.
  • Don’t talk about yourself (founders) - especially if it’s a product pitch.


  • press.farm find journalists to write about your product.
  • blonde20.com good PR agency. Do retainers from around £4,000 a month — much more competitive that London agencies we’ve spoken to.
  • uber.com/presskit Uber’s press kit is a good example.

Judging on PC World's Generation Y Campaign

Photo of Tom Darlow on PC World’s judging panel

Just under a year ago I was invited on to the judging panel for PC World’s Generation Y campaign. The initiative focused on discovering and rewarding young business people and entrepreneurs in the technology space.

The applicants and their companies / projects / ideas were outstanding. A crystal clear reminder that even during tough economic times with the right attitude, a good idea and an internet connection – the limits are endless.

The winner – and rightly so – was 23 year old Arnold Du Toit of Drive Daddy; an energetic startup that manufactured the world’s first powered golf trolley that users can ride. Called the ‘Rolley’, the invention allows golfers to hop-on to their golf trolley and cruise silently around the golf course.

Arnold started his firm when he was 21 during his final year at University. The idea came about after his friend complained that a full round of 18 holes took too long. Arnold captured our imaginations with his entrepreneurial spirit in getting the Rolley to market by overcoming financial pressures and patent issues. We were also excited by the potential to rent fleets of Rolleys to golf courses and Arnold’s plans to diversify the technology into security, airports and factories.

If I had a hat I’d take it off for Arnold and Drive Daddy – an inspiring story of an audacious, can-do, Generation Y’er.

The City Newsletter

The University of Liverpool’s Management School publishes a bi-monthly newsletter called ‘The City’. With a special emphasis on the alumni, the newsletter covers topics such as big business news and regional economic comment, through to local start-up achievements.

This month they did a tiny piece on yours truly. Other highlights include Richard Branson’s visit during this year’s GEC, as well as recent achievements from the brilliant Sife Liverpool.

You can download a copy here.