Jason Feifer

High-stakes cold outreach succeeds through genuine personalization and demonstrating a deep understanding of the recipient's work.

"What you want to do is write something that makes it pretty clear to me that this is targeted to me. That's step number one... Don't fake it. People fake it all the time. People email me and they tell..."

Using 'theory-based' questions encourages interviewees to move past rehearsed talking points and provide more authentic, real-time insights.

"My favorite strategy for interviewing people is to throw a theory at them... I'll make a connection in my head and I'll say, 'I want to run a theory by you. Do you think that the reason why you are re..."

Effective messaging for press requires shifting the focus from your own needs to the needs of the publication's specific audience.

"The editor, the writer, I'll just say it as plainly as possible. They don't care about you. They don't care about you. They care about their reader or their listener or their viewer. That's who they c..."

Messaging must be targeted to publications whose audience geographic and topical reach aligns with your business goals.

"If he is selling hot dogs in Washington, DC, then I understand what press is for him. Press is to drive hotdog sales. That's what he wants to do. Entrepreneur is not going to do that for him. Full sto..."

Audiences and editors value 'problem-solving' narratives over 'success stories' because they provide relatable, actionable lessons.

"Success stories are not interesting. They're not interesting to anybody. It's not useful for you to hear that someone else succeeded. What's useful is for you to hear how someone else faced challenges..."

You can gain brand visibility by positioning your company as a character or expert within a larger industry trend or problem.

"Sometimes you are not the story, but you can be part of the story. Sometimes that means if Fred stumbled into it, but I get plenty of people who've reach out and maybe they have a real estate startup..."

Press coverage is often more valuable as a 'social proof' asset for marketing campaigns than as a direct source of traffic.

"Sometimes the point of it is not to reach the people who are reading it at all... Maybe what it really is is to tweet it and then put some money behind promoting that tweet because then you can target..."

The transcript provides a comprehensive framework for identifying, pitching, and managing relationships with journalists and freelancers, which is a distinct professional skill set from general market

"Step one is prep... Step two is figuring out who to pitch... Step three is the actual pitch."