Intrigued at the prospect of getting your fantastic product included in a high-profile gift guide in prestigious media outlets such as Parade, Today.com or Reader’s Digest? Securing coverage, while it can be challenging, is an excellent way to differentiate your brand, drive visibility, increase social media engagement, and build sales.

However, the real benefit of appearing in a gift guide comes from the implied third-party validation that comes from being showcased by a trusted or highly unique media outlet. Rather than promoting your own product’s value through advertising, gift guides offer a credible source of curated products aligned with the interest of their readers; that’s why consumers love them. Any way you look at them, gift guides can be a huge win.

However, there’s an art and science to being successful.

Success starts with a strong and compelling pitch, followed by great connections, perfect timing and — the holy grail — a product that’s on trend. How to achieve that success? Follow our expert advice, tips and tactics for securing that coveted gift guide placement.

1. Know your ideal target audience

You already know your target consumers. Now think about the types of gift guides and publications they are most likely to read.

2. Home in on your ideal media placement

Identify key blogs, magazines, newspapers and online outlets that publish gift guides. Focus on those that most closely align with your product’s unique brand and value proposition.

3. Segment that list

For example, if you sell a high-tech flashlight for camping, your target publications are going to be different than those that feature a luxury brand of jewelry. Target your outreach to outlets that typically feature products aligned with yours (e.g., tech gadgets, luxury items, culinary tools, unique specialty food items or eco-friendly products).

4. Refine even further to

You’ve built your list of publications, blogs and websites. Now, go even deeper. Find the relevant editors, journalists and creators who are responsible for creating the gift guides. Tools like Cision, Muck Rack, or even LinkedIn can be useful. Or go old school. Read the publication and check out the masthead to see who does what.

5. Craft your pitch

Concise. Compelling. Relevant. On trend. Attention grabbing. Easy to use. Your pitch has to be all of these things, and then some. Here are some elements it should contain:

• A killer subject line. You’ll be emailing this pitch, so your subject line needs to grab an editor and drive interest.
• Address your email to a specific person. Tailor your pitch to the needs of each journalist or creator, referencing their prior work and highlighting how your product would appeal to their audience.
• Clear reasons why. Include three to five reasons why your product should be featured in the guide. Include a concise, attention-grabbing description and, if appropriate, includes a little humor, especially if the publication is known for it.
• All relevant product information. Price, where people can buy it, if it comes in multiple sizes — everything a shopper needs to know.
• High-quality images. Link to high-resolution, publication-ready professional product photos in landscape format and include compelling social content that can be easily used in a gift guide.
• Product samples. Offering to send a free product sample significantly increases the likelihood of your product being featured.
• An affiliate program. (Tip: If your product is sold on Amazon, you already have an affiliate program baked in.)

6. Timing is crucial

You can find gift guides for every holiday, occasion or season. Plan your timing strategically. For print publications, editors start compiling those guides as much as six months in advance. For online guides, lead time is shorter; two or three months. The delicate dance of timing is crucial. Too early, and you can wind up lost in the shuffle. Too late, and you’ve missed your chance.

7. Send a follow up

Haven’t heard back in a few days? Ping the editor again with a follow-up email, asking if you can provide any additional information.

Interested, but don’t know where to begin? We’re here to help! With 30 years of experience securing top-tier media coverage, the Wilks team will guide you through the process and increase the odds your product is selected.

Book a free 30-minute consultation call here: 👉 Calendly