Why We Don’t Believe in Cookie-Cutter Pitches

Why We Don’t Believe in Cookie-Cutter Pitches

There’s nothing worse than a pitch that feels like it was copied and pasted from a template with the brand name swapped out at the last minute. Journalists know it. We know it. And in 2025, it’s a fast track to getting archived—or worse, blocked.

At TAG Collective, we don’t do cookie-cutter. Not because it’s trendy to say we’re “bespoke,” but because every journalist, every outlet, and every story deserves intentionality. A great pitch isn’t just personalized—it’s purpose-built.

Journalists Can Smell a Template a Mile Away

The signs are obvious:

• Generic subject lines like “New Product Launch!”
• Buzzwords over clarity (“game-changing,” “disruptive,” “revolutionary”)
• Mass BCC blasts with no context

It’s not just lazy. It’s insulting to someone whose job is to tell real stories to real readers.

What Cookie-Cutter Pitches Miss Entirely

• Relevance: Does this editor cover what you’re pitching?
• Timing: Is this pitch aligned with what’s trending or upcoming?
• Angle: Have you given them something fresh—or are you recycling last month’s pitch with new wrapping?

Our Approach: Context First, Then Content

Before we send a single line, we ask:

• What’s the editor’s latest byline? How do they structure a story?
• What type of story actually gets greenlit at this publication?
• Where does our client’s narrative align with something this writer cares about?

This isn’t just about personalization. It’s about precision.

Examples of Custom Pitches That Landed

• Instead of: “Check out this new beverage brand!”
  We sent: “Why sober nightlife is the next frontier for Gen Z culture” to a nightlife columnist who had just written about dry bars.
• Instead of: “This founder is a boss!”
  We sent: “She bootstrapped a $10M brand after being laid off during COVID—and never took VC money.” Specificity is power.

Yes, This Takes More Time. That’s the Point.

In an industry obsessed with scale, we believe in resonance. We’d rather send 10 laser-focused pitches than 100 blind stabs. Because the goal isn’t just coverage—it’s relationship-building.

Final Thought

Every pitch is a reflection of your brand. Make it count. Make it considered. And most of all—make it matter to the person reading it.

Cookie-cutters are great for sugar cookies. Not stories.