Tuesday: The one-size-fits-all approach to mailers is never actually going to fit: Here's a better way.
PS: Don't miss out: The completely FREE recording of last month's Zoom webinar event covering pitching, trends, and all things holiday gift guide season is now available -- grab the link right here!
Good morning!
When I started out in this industry, I was mostly a beauty writer. I remember so many times that a brand would be launching a new foundation or concealer, and they’d send a mailer with every single shade in the line. I’d of course test the ones that work for me and then pass others onto my mom or friends or my donation crate, but I remember thinking how much waste goes into sending in this way, knowing that only a few shades may work for each recipient — but at times sending several dozen. I knew a lot of people were going to end up just tossing what they couldn’t use and that level of waste of product and resources honestly made me a little sad.
Fast forward a few decades, and I’ve seen this concept in and out of beauty. Samples of shoes or clothing sent in any random size. Food products sent without a conversation about restrictions or preferences. Bedding sent in sizes other than the ones I would use. A size 7 shoe wearer is not going to be able to test a size 9 shoe. If they wear a size large denim jacket, sending them a size small is just wasteful and doesn’t help your outreach.
When I say this doesn’t work, this isn’t about me, I’m just one person: But really it’s about you, the person sending it, making the most effective use of your budget and resources. Why bother sending out product that won’t (or can’t?) be used?
What I tell people in consulting sessions and what I’m sharing with you now is my strong support of the opt-in Google Doc system. I love this for updating contact lists, and that’s something we’ve addressed in previous emails. But using the opt-in form when it comes to specific mailers can be SO helpful to you and your client — and the person receiving your mailer.
Here’s how it works:
Start by sending out an email explaining your product/pitch as you normally would. Ex: Hi Aly, I’m working on a special collab launch of Halloween makeup inspired by taco fillings. Are you interested in receiving samples for consideration?
But you don’t then just send random samples. You then supply a link to an opt-in form you can create in minutes in Google Docs (and yes, happy to share an example if you. need). In it, you’ll share all the samples available in this launch, and ask people to opt in or out of those samples and also choose any shade/sizing preferences. Maybe I really want to try the birria liner but not the chorizo gloss. That’s all good. Send people only what they want, in the size/shade/format they need, and don’t bother wasting your resources on anything other or more than that.
Obviously, this isn’t limited to beauty. Use this for anything and everything you are pitching this holiday season and any season. Do oops moments still happen? Sure. I receive the wrong size/color of things pretty often. There’s several spokes on the chain where this misfire can happen. But this is the best way to have everyone on the same page, and at a time of so much chaos, we can use all of that we can get, right?
Why this method works:
Structure: If you do this method, you’ll be creating a template that requires specific, essential information those you are sending samples. This also helps you have current information about their outlets/beats, shipping address, and what they’re currently seeking. This helps you going forward.
Mandatory fields: You can make it so that certain fields are required, so that if they leave out critical information, the form can’t be submitted. That makes sure you don’t have to chase them down for this information later.
Check out our complete holiday gift guide pitching recording - it’s available right here, right now!
For those who missed out, you can grab the whole recording of our best practices for pitching holiday gift guides this season webinar for free (yes, completely free!) as a benefit for upgraded subscribers - it’s well over an hour of commentary, Q&A, and tons of information you can use this season. Grab the details here.
Book your consulting session!
I still have some space available for October and November!
I can join your team on Zoom, a phone call, or in-person and do a team Q&A and answer any of your questions about planning events, mailers, trips, pitching, followups, etc — giving you a very necessary media perspective. Email me at alywalansky@gmail.com if you are interested in chatting more and setting something up :)
We can switch it up in any way you or your team needs. While most of my calls do end up being virtual, I just did one where we did our session over a martini lunch! I’m available for whatever your team prefers. Lets chat.
I’m now contributing to the Yahoo Creators platform, writing a wide range of lifestyles topics: check out my author profile to see some of my most recent pieces! (This is updated daily - usually multiple times daily - so you’ll want to keep checking it out for new content!)
Limited-time deal on ad placement!
I’m offering a seasonal special on advertising in this newsletter. I’d love to place your sponsored posts and advertising in this Substack, which goes out to nearly 10,000 media professionals every single day.
Note: I do limit advertising to only what would be of interest to my readers, but am open to both short paragraph blurbs and dedicated posts - if you are interested in chatting details and scheduling something, please email me at alywalansky@gmail.com today!
Tools of the trade
Press Hook is where journalists, newsletter writers, and podcasters source expert quotes, hi-res images, product samples, affiliate info, and brand story angles — all from vetted brands in one searchable hub. It connects journalists and brands in what feels like a really user-friendly, organic way and I use it often to browse for sources and products aligned with my current projects and I’ve often found precisely what I need, when I need. Give it a try!
Exciting news from our friend Sarah Karger (who recently was a star expert panelist for our big holiday gift guide pitching workshop!) - she just launched her new course, Affiliate Marketing & Performance-Based PR for Publicists - It’s built specifically to help PR pros and agencies add affiliate management as a core capability, something we all know is completely essential in today’s media landscape. This is in-depth training that equips publicists with the exact strategies to:
Set up affiliate programs for clients
Pitch commerce editors with confidence
Deliver measurable ROI through performance-based PR
It’s a must-have for anyone trying to navigate this ever-changing biz!
Newly published or freshly updated
Since people are often asking about the status of stories from a while ago, and I only share stories in this newsletter that were published or updated in the current week, I have created a list of my author pages at various publications to which I contribute. Bookmark it and make your life a bit easier.
Yahoo Creators: Check out my author profile (I have several new stories a day across the lifestyles umbrella, so that’s the best way to stay updated!)
Travel & Leisure: I’m a Solo Traveler, and I Tell All My Friends to Pack These Anti-theft Essentials—Up to 56% Off at Amazon
Forbes.com: 15 Plant-Based Dishes So Delicious, Even A Carnivore Would Ask For Seconds
Forbes.com: 13 Cocktails Perfect For Embracing The Spirit Of Halloween
Forbes.com: 13 Dishes And Drinks That Support Breast Cancer Awareness Month
Travel & Leisure: I Travel Solo Often, and I Won’t Stay in Another Airbnb Without Packing This 1 Safety Device
Travel & Leisure: This $8 Flight Attendant-loved Hack Helps Me Carry More Bags at the Airport—Without Paying Extra
Food Network: You Can Pre-Order Your Entire Thanksgiving Feast
Today.com: Best drugstore wrinkle creams 2025, according to experts
Today.com: What Are The Best Drugstore Eye Creams? Experts and Editors Reveal Their Favorites
Southern Living: The Best And Worst Times To Go To The Grocery Store
Southern Living: How To Cook A Perfect Steak Every Time, According To Southern Chefs.
Southern Living: The One-Pan Cheesy Meal I Make Whenever I'm Too Tired To Cook
Travel & Leisure: I’m a Travel Writer, and I Swear by These Packable Ballet Flats for Comfort, Support, and Long Days on My Feet
If you or your client are featured in any of these stories, I super appreciate any social media shares! Please remember to tag @alywalansky and the outlet.
Here’s what I’m working on:
Be sure to read the below list carefully. Many are stories I posted about yesterday, but some of yesterday's stories are no longer listed and a few new ones have been added since yesterday. This (below) is everything that is still a currently open opportunity as of today.
Please remember when pitching me: Email me at alywalansky@gmail.com - do NOT just hit reply on this newsletter, or there’s a good shot your email will be lost in the heap. Give your email a subject line that makes it clear which story you are pitching me for — it’ll help you in the long run.
Please consult my industry insights guides on submitting expert commentary, sending emails that will catch a journalist’s attention, how to craft pitches journalists will say ‘yes’ to, and the right and wrong way to submit photos, if you need any extra guidance before sending your pitches.
Apartment Therapy
I’m working on a story on maintaining a packing audit/checklist before/after trips and would love any experts to weigh in on the best way to do this and its benefits.
Southern Living
Sourcing for 2 pieces:
I’d love southern chefs (that are chefs working in the south or from the south) to weigh in on their own favorite Thanksgiving dessert and why - feel free to be nostalgic here and it’s OK to choose something obvious — or send me something left field.
What Thanksgiving dishes are OK to cheat on a bit? I’d love southern chefs to weigh in — what dishes do they ‘cheat’ on or advise we ‘cheat’ on? Are there certain dishes they outsource or take short-cuts on? Advice to us non-chefs on how to do so as well?
Yahoo Creators
You all already know I do a ton of going to restaurants and trying foods and cocktails for various stories for various outlets, but for this specific outlet, I do a lot of “I tried this” type food-delivery type pieces on new menu items, food product releases, and meal prep ideas or family meal type deals. If you have any that you want me to consider, let me know!
Also: I’m beginning to source for a variety of holiday gift guides for this outlet.
While I don’t have specific categories and subtopics completely ironed out yet, I’m currently interested in receiving gift guide pitches in the following categories: Travel-related gifts, gifts for your man, home/kitchen related gifts, tech gear/gadgets, office-related gifts.
To pitch me for these guides, please be sure to include the following:
Name of item
Links to major retailers where sold (it’s in your best interest to include several retailer link options when pitching)
Link to image and any necessary credits
Description why it’s a fit
Item must be currently available and currently in stock (and if you want any guidance on how to pitch for gift guides more successfully, be sure to check out the webinar recording linked above — it’s free!)
Forbes
Before pitching: Please be sure to refer to my photo submission guidelines for help with photo submission best practices!
FYI: Forbes gift guide topics and pitching instructions coming by later this week!
I’m also working on a story on enjoying lower ABV cocktails in December. I know a ton of people (not me, obviously) are doing Sober October, as a way of having a total body reset before the active holiday event season, but another option is to try to moderate a little in December by focusing on lower ABV versions of your favorite drinks, made with low or mid-ABV spirits. So if you work with low-ABV spirits that have low-proof (vs. zero proof) holiday cocktails on the menu at bars/restaurants, please drop me a line! (Same pitching format as usual.)
Finally, it’s National Pizza Month and I’m seeking fun variations on this classic dish. If you have a really fun pizza, please let me know. Same pitching parameters as always!
have a great day <3
aly
Incredibly helpful, thank you!