💡

InsightHunt

Hunt the Insights

E

Emilie Gerber

Founder & CEO

Six Eastern

🎯 Product Strategy (1)⚡ Execution (2)

Key Takeaways

  • 1.For B2B products, the value of PR is second-order validation (hiring, investor confidence, sales enablement) rather than direct user acquisition.
  • 2.Stop pitching 'Category Creation'; reporters ignore it. Instead, pitch an 'Incumbent Takedown' story where you anchor against a known giant (e.g., 'We are doing what Salesforce does, but X way better').
  • 3.Warm introductions to reporters are overrated; a concise, targeted cold pitch (3 sentences) is often more effective because it respects the reporter's time.
  • 4.Target publications based on specific goals: TechCrunch for funding, Axios for deals/M&A, Business Insider for pitch decks/founder journeys, and VentureBeat for AI/Technical news.
  • 5.Avoid 'marketing speak' in launch materials. If you can't read your press release out loud to a friend without sounding like a corporate bot, rewrite it.
  • 6.Leverage podcasts and newsletters as core media channels, often yielding higher engagement than traditional tier-1 publications.
  • 7.When pitching funding, keep it clinically simple: Amount raised, lead investors, and one sentence on why it matters. Do not bury the lead with a long vision statement.

Methodologies(3)

🎯 Product Strategy

A positioning framework that anchors a new product against a well-known industry giant. By defining the product in relation to an incumbent, you give the reporter immediate context and inherent conflict, which drives story interest.

Core Principles

  • 1.Identify the 'Household Name': Find the massive incumbent your product competes with or improves upon (e.g., Salesforce, Bill.com).
  • 2.Define the Specific Wedge: Articulate exactly one way you are better or different, rather than listing every feature.
  • 3.Put the Conflict in the Subject Line: Use the formula 'Company X taking on [Incumbent] with [Specific Approach]'.
  • +1 more...

"A lot of companies want to position themselves as category creators, and I actually hate that. It doesn't work... It doesn't land with press... Instead, it's actually really great when you can talk about how you are doing what X household name does, but better."

#'incumbent#anchor'#narrative
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⚡ Execution

A high-velocity, high-respect outreach method that prioritizes brevity and relevance over relationships. It assumes the recipient is busy and makes the 'ask' impossible to misunderstand.

Core Principles

  • 1.Sentence 1: The Hook. State exactly why you are emailing (e.g., 'Reaching out with a Series A funding exclusive for [Company Name]').
  • 2.Sentence 2: The Value Prop/Data. Provide the hard news or the contrarian insight (e.g., 'Raised $8M from [Investor] to solve [Problem]').
  • 3.Sentence 3: The Call to Action. Ask a simple, binary question (e.g., 'Do you want the exclusive?').
  • +1 more...

"I'm of the belief that [relationships] do not matter as much as many people think it does... I think cold outreach done well is just as effective."

#'3-sentence'#pitch#execution
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⚡ Execution

A content creation framework for launch materials that strips away corporate speak in favor of human language and visual storytelling. It prioritizes clarity and shareability over formality.

Core Principles

  • 1.The Read-Aloud Audit: Read the launch text out loud. If it sounds like a robot or a marketer, rewrite it.
  • 2.Visual-First Format: Instead of a text-heavy press release, create a slide deck, a visual memo, or an interactive blog post.
  • 3.Answer Three Questions Simply: What does it do? Who is it for? Why is it different? (Answer each in one sentence).
  • +1 more...

"Since exiting stealth in May, we've witnessed a 700% increase in organizations using our product... You could have had one customer, now you have seven. I've never seen reporters include that in their stories."

#test'#launch#asset
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