Most people make a simple, but critical, mistake when sending out their pitches (or doing cold calls, etc.) They go directly to the top.
It might seem like the quickest route to getting what you want: Go straight for the CEO of a company or whoever is the most visible or influential person. But that's not always (or even usually) the best idea.
The reason is, that the individual is too busy. Think about it--would you really have time to talk to every single up-and-comer if you were fabulously successful? Probably not.
Instead--no matter whether you're trying to make a big sale, get a sponsorship, land an advertiser, get media attention, etc.--you should follow one simple rule of pitching and outreach: Don't go to the top.
Instead, try the following:
Want to get your new startup or app featured on TechCrunch?
Don't email your pitch to TechCrunch CEO Michael Arrington. Find articles written about companies in space similar to yours, click the TechCrunch author's name in the byline, and reach out to her via email, Twitter, etc. Sometimes it's a good idea to reach out before your product is live and offer exclusive access. This makes the writer feel good and if she likes it, she'll share it. If not, move on. There are many other tech blogs that can give you solid exposure.
Want to pitch an influencer like Gary Vaynerchuk on your product?
Don't email him directly. He has multiple people who help funnel important and useful information to him. Two of those people are Phil Toronto and Nathan Scherotter. I'm sure they won't mind my mentioning them, because they're great guys. For every Gary Vaynerchuk (influencer), there are Phils and Nathans. Reach out to them and you'll get much further. (Although, Gary does respond to a lot of his emails.)
Want to get your product in front of a prominent CEO for potential partnership, acquisition, investment, or advice?
Don't email the CEO. He has CEO problems to deal with. Find out who his assistant is. See if you can find an account manager in the same company (LinkedIn could be helpful for once). Reach out to people lower on the totem pole and see if they can help you work your way toward the top. I ended up working with Starbucks through its recruiting manager. I never would have had a chance had I gone to Howard Schultz or the partnerships department directly.
Want to get an advertiser to work with you?
Don't go to the contact form on its website and send a boilerplate email. Do some research on who works for the company and if they're active on social media. Most big companies use an advertising agency to manage their ad spending. Keep your eye out for account managers, account coordinators, etc. Engage with those people and work your magic. Most often if you have a good pitch or product, they'll run it up the corporate flagpole for you because it makes them look good. This is key in building relationships with potential advertisers and press folks. The more you can make them look good, the better chance you have at working with them.
The next time you're thinking about pitching a company or a person, don't go to the top. Find the accessible gatekeepers and go through them.
I had to learn all these tactics the hard way. Since 2008 I've worked with more than 2,000 companies through multiple sponsor and advertiser related projects. Some of the most notable people and companies I've worked with have come from relationships I've built with people way lower on the corporate totem poles. These are the people you want to find and reach out to.
LAST UPDATED: JUL 21, 2014
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JASON SURFRAPP | Columnist
Jason Surfrapp is the founder of IWearYourShirt.com. His new book, Creativity For Sale, is an in-depth look at how to turn passion into profit.
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