Are you a start-up founder or a small-business owner yearning to get your brand featured? If so, you probably already know that one of the best ways to get publicity is through grabbing the media’s attention.

But how? You may ask.

How is my small little story going to get picked up by the mainstream media giants?

How do I write the perfect story?

Our answer? One simple trick lies in crafting an amazing founder’s pitch.

As a public relations agency, we normally help our clients write their founder’s pitch, where they introduce their stories of how they developed a solution to solve a crucial problem in their industry.

But today, guess what? We’ll be teaching you just how to write that, all by yourself! Read on for the key to the best founder’s pitch you will ever create.

How To Write An Effective Founder’s Pitch

Before we start, let’s just say that pitching your founder’s story to the media is easier said than done. But don’t fret – with these quick tips, we’ll save you from torturous cycles of depleted brain juice. You’re welcome.

How is Your Brand/Product Different?

Founder’s Pitch

First things first, you must be clear about what you want the media to know. Be certain of what sets your company apart and what makes your personal profile so different from everyone else.

Your go-to questions should ultimately be: Who cares? Can my business potentially solve a huge problem that many people are struggling with or impact large audiences? Basically, you need to tell a story that matters. A story that people are interested in.

Got it?

Once you have a general idea of your story angle, we can skip straight to the headline.

Rule number one is to make it attention-grabbing. There has been much research stating that a typical human being’s attention span lasts 7-8 seconds, which is shorter than that of the goldfish. So, unless fishes are your target audience, interesting and punchy openings will best capture the media’s attention.

7 seconds, that’s all you have. And you could…

Experiment with alliteration, e.g. Local Lawyer Launches Lopsided Lemon-drops.

Fiddle with questions, e.g. Dealing with stress lately? Hoping to find a cure?

Or even use call-to-actions, e.g. Don’t waste another minute. Learn more about the latest technology now.

Sounds interesting?

Next, we look at your pitch’s significance. Apart from your captivating title, your entire pitch should pack a punch too. The media’s priority is to select stories that have a huge impact on the readers. Imagine the viewers reading your story and going, oh wow, this is really inspirational! or wow! I think this will help me solve some of my problems!

However, this is where our word of caution comes in. Typically, people who are not trained in Public Relations tend to use pitches to sell their brand. Articles with dashes of self-promotion may be directed to the advertising department instead. Therefore, it is wise to keep your pitches factual, no matter how tempting it may seem to promote your brand within the pitch.

You may want to add swigs of statistics and quantifying data too – because if your product wants to claim the title of novelty or being the best of its kind, then you’ll need to be objective and use those facts. Another extremely important thing to note is this: Rather than building castles in the air, it would be great to lay down concrete next steps and practical ideas – after all, the media would love to pick up stories of solid prototypes! These make your brand sound more reliable and will ultimately help in boosting your reputation too.

Now moving on to the fun part: below is an anatomy of a good pitch! And shhhh, this knowledge might be potentially worth hundreds of dollars (or more)!

Founder’s Pitch Structure

First, start with an interesting title. Then…

Para 1-2: Use a news hook that is relevant to your company’s message, serving to corroborate why your company / story matters so much. For example, a brand selling the best hand sanitisers could shed light on the COVID-19 pandemic and statistics of why sanitation is pivotal in this situation.

Para 2-3: Introduce your company.

Para 4-5: Share how your company is doing things differently in response to a current problem – what is your unique selling point (USP)?

Para 6: Share possible talking points which relate to broader industry topics. And be sure that these points aren’t subtly promoting your brand

Lastly, share a short spokesperson’s bio. Think “About the Author” in books. This should give the media a clear idea of the great mind behind your wonderful company.

Note that the paragraphing suggested is just a rough gauge. Ultimately, your founder’s pitch should be concise – short and sweet does it!

Hope all these will help you in your quest for the perfect founder’s pitch!

Or…is there a foggy cloud of confusion in your brain instead?

Or maybe… you’re rushing for time and reading this just can’t seem to get your creative juices flowing?

If that is the case, perhaps you’d like to get in touch with us to help you do all the work! Just drop us an email (see below) and we will get back to you in a jiffy!


If you are a startup or an SME curious about what PR can do for you; or if you have any thoughts, we would love to have a chat with you. Contact us today.