When you’re pitching your angle to the writer, you should have at least two or three options ready to go. That way, if they don’t like the first angle, or you can’t reposition it to fit their needs, you can sell them on a second or third story while you’ve got them on the phone.
1. Come up with a catchy title like, “An Entrepreneurial Resource You Keep In Your Back Pocket.” Exercise caution, though: you’re not writing the actual title for them - you’re coming up with a headline to catch the writer’s attention so you can pitch your angle. Writing the story is their job.
2. For each angle/title, you need to have four or five key bullets prepared to help the writer craft a story. For example, if I was trying to get a writer to write a story about the cost savings of hiring a management consultant (like me), I would be sure to include these five points:
- Entrepreneurs & their teams have access to Cameron monthly
- They get access to his skills at 1/10th the cost of hiring him full-time.
- They get access to him whenever they need – just like having him in their back pocket
- They aren’t locked in to expensive contracts
- They don’t have the office space, equipment, HR, and insurance costs of a full-time employee.
- Cameron Herold has clients on three continents
- Cameron Herold has done speaking events in 18 countries
- Cameron coaches entrepreneurs monthly
- Cameron was the COO for 1-800-GOT-JUNK?, growing the company from $2 million to $106 million in six years


A great example of 1-800-GOT-JUNK?’s painted picture in action was when one of our amazing marketing managers 




