Please welcome back Ellie Tennant, deputy shopping editor at Ideal Home Magazine and blogger for the award-winning HomeShoppingSpy.
As a gal who is often approached by independent designers, we asked her to share her top tips for approaching the media and getting your products featured in magazines and newspapers.
Follow Ellie’s fail-sale steps to gaining exposure with the peace of mind that you’re in knowledgeable and safe hands…
Items from timemill
1. Timing Is Everything
Be aware of lead times. In the UK and around the world, monthly consumer magazines start compiling Christmas issues in July, so if you send out a press release about your Christmas products in September, you’ll have missed the boat. That said, while newspapers and weekly magazines have much shorter lead times, online publishers probably don’t have much lead time at all. So make sure you time your media releases appropriately.
Items by ChasingtheCrayon
2. Get Your Contacts Sorted
Target a specific journalist. Do your research — buy a copy of the magazine or paper and make a list of who writes the pages you want to get your products on. Contact details for all staff journalists are usually listed in the publication somewhere, or you can telephone the office number to find out who’s best to contact. Send emails to individuals rather than to general addresses and, for posted press releases, address envelopes with correctly spelt names and up-to-date job titles. It doesn’t hurt to send a physical, printed press release as well as emailing a digital version. Different journalists work in different ways and you want to cover all bases. Make sure you put the correct name and magazine title in the email content if you are doing lots of copying and pasting. Read Top 5 Tips for Getting Press for more info on what information to include in your pitch.
Items by mrYen
3. Be Specific
Keep it short and sweet. Journalists have hundreds of emails to wade through every day, so limit yourself to a few lines introducing your company and what your newest or best-selling products are. Attach a few low-resolution images, but don’t include large high-resolution image files at this stage, as it clogs up the recipient’s inbox and your message could even go straight to their junk mail folder if it’s too large. The same goes for a printed press release. A journalist just wants to know the basic facts and to see a few examples of what you sell. Remember to include your contact information clearly.
Items by CB78
4. Media-Friendly Photography
Images are crucial. Your Etsy shop is the perfect place to get creative and style some gorgeous lifestyle shots in settings to make your products look lovely, but most journalists will just require a high resolution ‘cut-out’ image of a product. You may not want to show blank background images in your shop, but take the trouble to shoot every item you sell individually on a white background (a plain, flat bed sheet or a big white piece of paper does the trick!) with a good quality digital camera and keep these simple ‘cut-out’ images to hand somewhere so you can email them across quickly if a journalist requests one. If you’re really tech-savvy you could cut the items out yourself using Photoshop or similar, but most publishing companies just need a simple image with no background interference for them to cut out professionally at their end. Often, journalists are working to a tight deadline and wont have time to call in a sample from you and shoot it themselves on a white background in a studio, so being prepared with these high-resolution cut-out images is a must. Make it clear on your press release that you can supply high-resolution (at least 300 dots per inch or DPI) cut-out images as well as high resolution versions of the pretty lifestyle images visible on your Etsy shop page. Read How to Make Your Photos Publicity-Ready for more tips.
Items by TeaAndCeremony
5. Be Available
Make sure that you’re available to answer emails and take phone calls every day. A journalist on a deadline isn’t going to have time to call you several times – they will simply find another product from another stockist. Similarly, if a journalist wants to borrow a product for a photo shoot, make it as easy as possible. Send it first class or next day delivery, and enclose a label with the return address written clearly on it.
Items by brookewolley
6. Be Persistent… But Don’t Overdo It!
Keep journalists informed regularly, but don’t bombard them every week or every time you introduce a new product to your shop. Post out press releases and CDs of images, email newsletters or releases and use Twitter to network as well as to send out links to your site. Create a list of journalists on Twitter and study their tweets each day to see what they’re looking for or working on. Make the most of networking events and make as many contacts as possible. Social media can be hard work, but it opens up a whole new way to contact people and get their attention.
A big thanks to Ellie for sharing her wisdom! Check out her Coral Interiors Etsy Finds.
More Promotion Tips | Seller Handbook Best-of Archives | UK Edition
130 comments
vintagetwee said 10 years ago
Thanks for the advice Ellie, some great tips there and it is all so useful as a British Etsy seller always on the lookout for press opportunities! Thanks again, Joanne x
tangente said 10 years ago
Great tips. Maybe I missed the boat but what's a cut-out image?
MaMagasin said 10 years ago
This article is just what the doctor ordered!
ChasingtheCrayon said 10 years ago
Good article, thanks for the advice. p.s thanks for including my prints!
VintageEyeFashion said 10 years ago
Wonderful post full of useful info!
WoodNPiece said 10 years ago
Wow, thank you. Awesome info.
LittleWrenPottery said 10 years ago
Nice tips, would also be useful to know what kind of language or things to include in press mail outs rather than being too generic. Or is it better to be generic?
KikiLaRu said 10 years ago
Thanks so much for the advice!
paulofnavarone said 10 years ago
'cut-out' image is just the product and nothing else tangente. so it looks like its floating on the page. ha. funny how we've missed christmas already! theres always next year though! :)
Samskiart said 10 years ago
Very interesting, thanks.
justnoey said 10 years ago
Great tips! The first one about timing is everything is something I'm learning the hard way! Especially for major print publications.
sweetjane said 10 years ago
Great advice. Thanks again for trying to help us succeed!!
maimy said 10 years ago
Great post -- sound advice!
ozzart said 10 years ago
Great post and certainly useful info! Thanks!
dragonhouseofyuen said 10 years ago
thank you Ellie for your tips, I knew about lead times but not about the cut out images
ozzart said 10 years ago
And wonderful blog!
monkeyandsquirrel said 10 years ago
Fabulous tips... Thanks so much!!!
stellaranae said 10 years ago
great article! I too would have liked to see a sample email/press release/contract sample. Over the years, I have had several people contact me to use my clothing for a photoshoot/other for a magazine, I did it once with a high end magazine with bad results, they sent it back in a different envelope, (I sent a prepaid one )and it was 4 months later, it had to be dry cleaned,(they were suppossed to have it cleaned) and I never got a tear sheet that I asked for and never knew what it looked like or if they gave me credit, how do avoid any pitfalls when they want a physical item sent for use, I thought my email contract was good enough...I hope you will expand on this dilemma or write another great article!
SoFarWanted said 10 years ago
Thank you for this! Great post!!
papercutworks said 10 years ago
Great tips! I have gotten quite a bit of blog exposure over the several months my shop has been open. Since the holidays are approaching I should get back to approaching well matched blogs to get the word out there about my highly-customizable papercut gifts!
MaisonBeegeoux said 10 years ago
Getting those holidays out of YOUR frame of mind and where they need to be for the publishers ~ THAT's the challenge!
AmandaSainsbury said 10 years ago
Very interesting and helpful :)
cottonbirddesigns said 10 years ago
Great article!
polkadotmagpie said 10 years ago
Thanks for this informative piece. Today is day one on my marketing calendar for blogs.
breadandroses2 said 10 years ago
Excellent advice! The timing tips are especially useful reminders. It can be hard to think Spring when Autumn has barely begun. Thanks, Ellie!
Parachute425 said 10 years ago
Thank you for the information.
HappyDogGoodies said 10 years ago
Wonderful, clear, helpful information -- thank you!
TheSewingGin said 10 years ago
Great informatin. Thanks for helping us.
GloryBDesign said 10 years ago
I love getting this kind of insider advice! Thanks so much!
jadedgoats said 10 years ago
This is great advice! Many thanks for sharing with those of us just setting up shop. I posted my first Etsy items last week -- what fun!
theoldhooker said 10 years ago
I had never even thought about sending anything to a magazine.
VivaGailBeads said 10 years ago
Great Advice! Thank you.
kilas said 10 years ago
awesome finds. especially love the vintage map notebooks! -dave
vestedbeevintage said 10 years ago
great article and creations. thank you and have a lovely day.
AvianInspirations said 10 years ago
Great advice. This will help take some of the trial and error out of a new realm of marketing.
VintageZen said 10 years ago
Very good advice.
KMalinka said 10 years ago
great article and finds!
reshapestudio said 10 years ago
good info, thanks for the tips!
LarkinAndLarkin said 10 years ago
THIS IS A FANTASTIC BLOG!!!
VintageHoneysuckle said 10 years ago
Ellie, thanks so much for sharing your tips!
FerntreeStudio said 10 years ago
Great info, thanks so much! angie
KitzieG said 10 years ago
Great advice, I'll be saving this for reference! I just had my first mention in LivingEtc this month, so hopefully it's onwards and upwards.
DesignerKnits said 10 years ago
great post. thank you for sharing
LuRuUniques said 10 years ago
Thank you for the great info!!
makingthishome said 10 years ago
Thank you for this, Ellie. I've been brainstorming about how to expand/spread the word about my journals and baby books. Perfect!
Jusadreamin said 10 years ago
THANKS for sharing.
jargonhead said 10 years ago
This is wonderful advice, thank you so much for sharing!
billetsdoux said 10 years ago
Thanks for a great article.......always wonderful to get insider info! Now to make a plan of attack!
evabdesigns said 10 years ago
This is a great article - thanks so much, a lots of useful advice. Thank you Ellie:)
sparrowsalvage said 10 years ago
Wonderful advice- it had never occurred to me to have cut-out ready images on standby! I intend to start doing press releases in a couple of months so this is invaluable. Thank you. I find UK-based style magazines to be my absolute favourite publications.
RomanceCatsAndWhimsy said 10 years ago
Thank you for the great tips!!
ClockworkCrow said 10 years ago
Wow! That just completely changed the way I think about advertising! Thanks!
ApricotStreet said 10 years ago
Very good and informative article, thank you
LifeCovers said 10 years ago
I worked in marketing for 20 years and still learn something new most days. Thanks so much for your time and efforts.
paramountvintage said 10 years ago
great advice! thanks!
KeepEvolving said 10 years ago
Thanks for the great advice!
littlekittenhomemade said 10 years ago
Great advice, thank you
GracefullyGirly said 10 years ago
Thanks so much for the fantastic advice.
opendoorstudio said 10 years ago
wow.. .this is some great information! I was just thinking about how to go about this! thanks bunches!
lilabelledesign said 10 years ago
great advice, thank you ;o)
houseofistria said 10 years ago
this is wonderful, thank you so much. House of Istria xx
looking4things said 10 years ago
super smart, thanks for sharing.
girltuesdayjewelry said 10 years ago
Great advice! Thank you!
Balanced said 10 years ago
very helpful advice! thanks a lot, Ellie.
JazzGreen said 10 years ago
very helpful and succinctly written article - thank you too, Ellie!
hankietankie said 10 years ago
thanks so much for the great info! there is always so much to learn & do, thanks for making the process accessible & fun! xo
jewelrybyjg said 10 years ago
Good advice - thanks!
floodplainstudio said 10 years ago
Great advice for us Etsy sellers busy building our empire!
ABoxForMyTreasure said 10 years ago
Such a useful article - thank you so much for sharing!
accentonvintage said 10 years ago
Super advice and helpful! Thanks, Ellie!
PhilStarkey said 10 years ago
Really useful info. Much obliged.
myvintagecrush said 10 years ago
Great tips! Very helpful for new etsyans ;)
craftpile said 10 years ago
I'm inspired, Ellie! Thanks so much for the advice!
anastasiaalexandra said 10 years ago
Thanks so much for taking the time to help the rest of us. I need all the help I can get and I really appreciate your advice.
papergirlstudios said 10 years ago
Great tips! Short and to the point! Thanks!
bellasparty said 10 years ago
Thanks for the great tips!
AlissaRose said 10 years ago
Wow Ellie, thanks so much for this info. This was great.
ScarlettLane said 10 years ago
Great tips! Thanks for the info! I am forever working on photography...
ikabags said 10 years ago
Many thanks Ellie for advice !
chriswaind said 10 years ago
This is great advice. Thanks for this.
frenchtoastfriday said 10 years ago
Thanks for the advice Ellie! *love the map notebooks
alonalona said 10 years ago
Fantastic advice, many thanks for this!
fluxplay said 10 years ago
Very useful advice, thankyou!
TheThistlePatch said 10 years ago
great tips! ... plenty to think and plan about!!
siragwatkins said 10 years ago
Thanks for the tips!
kittyd said 10 years ago
Thank you! ♥
laceydu said 10 years ago
Useful tips about cut-outs, I knew I should have these on hand, but I didn't know they were called cut-outs; it's great to know the lingo! Thanks!
HomeDeconomics said 10 years ago
This is something I have been thinking about casually for a while. Now that I have good directions I can put it on the front burner for next year!
theromanticpanda said 10 years ago
this article came with perfect timing for me!
Waterrose said 10 years ago
Great information! thanks!
xoazuree said 10 years ago
Wonderful tips. I guess it might be too late to contact people about the calendars I just got up in my shop but there is always next year!
studio3ten said 10 years ago
thanks - great info!
camamiel said 10 years ago
Great advices!
recycledwares said 10 years ago
Thanks for sharing your tips and tricks. I hope to find magazines for vintage.
ArtisanHandcrafted said 10 years ago
Well put! Thanks so much...lots of food for thought!
mrYen said 10 years ago
Great tips, this is something I'm looking into, so its great to have this insider info! .....Oh & thanks for including my papercut vintage map covered notebooks.
kmedesigns said 10 years ago
Wonderful advice! Thank you for sharing!
LetterLoveDesigns said 10 years ago
Very interesting - thanks for the tips!
shanidesign said 10 years ago
Very good advices and finds! Many thanks!
SISTERBATIK said 10 years ago
Great tips! We have recently opened on Etsy and were just talking about ways to increase our exposure over a coffee and here was an article telling us just how!! Thanks so much!! Would welcome vistis to our store - great items tocheer up the home!! Lovingly - SisterBatik
tropicalcottage said 10 years ago
I was so excite to finally find advice on this subject. I have heard the advice before on using a whie back ground for your photos but my problem is My medium is almost always white.My shell art ,I find, works better sometime on a black background. Do you think it's better to send a real product as a gift to the editors? Thank you, Penelope
dorijewellery said 10 years ago
Great advice thank you
frecklesoriginals said 10 years ago
Great article.What more can be said except if you have faith in what you do then continue to go forward.
SewItsCustom said 10 years ago
Thank you for the great advice! I had read something on this order in a book for the self employed, but this article made it seem more real and approachable!
einatagmonjewelry said 10 years ago
Thanks so much for the article! I have just overhauled my shop and am really excited about getting the word out. It would be really helpful to find a sample press release that you might send to a blog, magazine or newspaper. If anyone has one, can you send me the link in a convo? :-)
IkvothaMashiach70 said 10 years ago
Lovely article, many thanks!
Karramandi said 10 years ago
Great tips, thank you so much. Something to definitely think about in the future.
HelenRawlinson said 10 years ago
A very thourough reminder of what I should be doing! It's always a bit ad hoc in my world, but when I do get the timing right it really doess work! Thanks for the jolt!
jewelsforhope said 10 years ago
Love the tips..I just might try them. Happy holidays!!!!
tinycherubs said 9 years ago
Great article, very interesting information, thank you! :0)
MysticalRaindrops said 9 years ago
Thanks for the advice. It's nice to find all this help for us amateurs.
pawsintime said 9 years ago
Great article, lots of good info. Thanks
peonyandthistle said 9 years ago
Thanks - so useful to hear this from someone who's used to having to gather content for publications!
Kate McCulloch from KatieMacCeramics said 8 years ago
great tips, especially from someone who's on the other side, as such. Best get working on all those tips. Thanks again Ellie & Amity
Bettie from CollectiveGathering said 8 years ago
I just wanted to find out how to get featured on Etsy, not the world. Where can I find that information? I've been looking for the past 20 minutes on the Etsy website, and can't find anything. I have tried looking several times now and have simply given up because I can't find any answers.
Shari from Infinitiplus1 said 8 years ago
Interesting ideas. I realize now that I need a better camera. My photos aren't up to par.
Sarah Chushcoff from TesourosdaSarah said 8 years ago
Great advice! I'll be reading this over a few times!
P. Charlotte Infantellina from ArtEurope said 8 years ago
Thanks for suggestions...I'm new on Etsy and need to understand better how it works and the different strategies and steps to be done! Charlotte
cheryl wagner from MakeMeSmileJewelry said 7 years ago
Thank you...your tips are very helpful!
Birdagram from Birdagram said 7 years ago
very useful info, thanks
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[…] Gain Media Exposure […]