This is a working pitch template for Ecommerce: pitches that journalists can turn into stories. Copy the structure below, adapt it to your project, and keep the parts that force the decisions most people skip.
A good pitch template does one job: it makes the important decisions explicit before work starts. For Ecommerce, that means the audience, the angle, the citable core, and the launch plan all get decided on paper, where they are cheap to change.
Use it as a starting document, not a form to fill and forget. The value is in the thinking each section forces, not in having a completed document.
Every section below earns its place. If a section feels irrelevant to your project, that is information too — it tells you the project may not be ready, or the angle may be wrong.
Example (fictional): a ecommerce business preparing its first pitch. The team fills in the audience first — the specific writers and communities they want links from — then the angle, then the single citable finding the piece will lead with. The filled example is deliberately short: the point is decisions, not documentation.
Notice what the example does not do: it does not start with design, tools, or distribution channels. Those come after the angle is settled, because a polished version of the wrong angle still earns nothing.
Three mistakes recur with pitch templates: copying a template without adapting it to Ecommerce; filling every section with vague language that commits to nothing; and treating the completed template as the work itself, instead of as preparation for the work.
The fix for all three is the same: write the template in the language of your actual project, with names, dates, and decisions, and then start building the day the template is done.
Related reading on this site: Templates Toolkit and Linkbait in the AI Era.
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