Are your pitches newsworthy or snooze-worthy?

Formal considerations are worthwhile, but they should come after the No. 1 priority: Making your client’s news interesting to someone other than your client.

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• What does the product or service do that people would care about? • Does it solve a common or important problem? • Does it improve health, appearance, or love life, or save time and money? • Does it help one’s career, a business, or an investment? Is it informative, poignant, humorous, sexy, provocative, or inspiring?

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