Why spray-and-pray dies in crypto media
Reporters covering wallets and onboarding see the same "non-custodial / seamless / revolutionary" pitch twenty times a week. Specificity is the filter.
Build a three-card kit
Angle card
One paragraph the reporter could steal as a lede. Example shape:
Most new users abandon self-custody at seed backup. [Product] cuts that step to [concrete change], shipping on [date].
Proof pack
Two links max: a demo video under 90 seconds, or docs + a measurable onboarding metric.
Ask line
Pick one: exclusive for 24h, embargoed brief, or a 15-minute call. Not all three.
Targeting
Pitch the journalist who already writes about onboarding, fees, or consumer crypto — not every "crypto reporter" list you bought.
What not to send
- Token price targets
- Influencer screenshots as proof
- A 12-page deck as the first touch