Welcome back! đ
Last week Damjan (owner of dabo.dev & bento.me/dabo) shared what your appâs MVP needs to have.
If you have missed it READ IT HERE!
This week we have Grant Oganyan, an indie iOS and web app developer. As most indie devs, Grant found promoting his apps to be the toughest part of the journey. So, he decided to encapsulate years of his experience to help other devs get noticed and created Pressdeck - a platform to make professional online press kits for digital products.
Follow him on X/Twitter and LinkedIn.
Get Your Indie App Noticed and Featured by Journalists
Getting media coverage can be a game-changer for your mobile app, but pitching to journalists isnât easy. Many app creators struggle to get responses, let alone coverage.
Letâs walk through exactly how to pitch your mobile app to journalists the right way, from identifying the right contacts to writing better emails and preparing essential assets.
Understand What Journalists Actually Want
Before you send a single email, itâs crucial to understand what journalists are actually looking for.
Journalists arenât there to promote your app - theyâre looking for stories that inform, engage, or surprise their readers.
This means your pitch needs to highlight what's newsworthy.
Ask yourself:
Whatâs the story behind your app?
Are you solving a unique problem, launching a groundbreaking feature, or hitting a major milestone?
Relevance is just as important. Journalists often specialize in specific niches, such as mobile apps, tech startups, gaming, or consumer products. Pitching your fitness app to someone who writes about fintech wonât get you far.
Finally, timing can make or break your chances. Journalists love to cover launches, major updates, funding announcements, or trends they can tie your app into. If youâre weeks away from a product release, donât wait until the last minute - plan ahead so journalists have time to review, test, and write about your app when it matters most.
Research and Target the Right Journalists
One of the most effective ways to improve your pitch success rate is to send it to the right people. That means finding journalists who already write about apps similar to yours.
Start by searching Google News with keywords like â[your app category] app reviewâ or â[your niche] app launchâ. Youâll often uncover articles by journalists who are clearly interested in your space.
Social media is also great for discovering and researching journalists. On Twitter (now X đ, but who cares), try searching for phrases like ânew appâ or âjust launchedâ to find journalists discussing recent launches.
Instead of blasting the same generic message to dozens of journalists, create a tailored list and personalize each pitch. Mention why you chose to reach out to them specifically - maybe they reviewed a similar app or wrote about a trend your app ties into.
Craft a Captivating Email Pitch
Your email subject line is the first (and often the only) thing a journalist will see, so it needs to stand out. Keep it concise, specific, and intriguing - aim to spark curiosity without sounding like clickbait.
Good subject lines might highlight a key achievement (âNew AI Fitness App Hits 100K Users in 2 Monthsâ) or a unique angle (âThis Sleep App Was Built by a Former Insomniacâ).
Avoid vague phrases like âApp Launchâ or âExciting New Productâ - theyâre too generic and easy to ignore.
Your email body needs to make a strong impression fast. Keep it under 200 words and get straight to the point: who you are, what your app does, and why it matters.
Emphasize the benefit to users, not just features. If you have a compelling hook - like impressive user stats, a touching origin story, or a problem your app solves in a new way - include it early on. You want the journalist to instantly understand why your story is worth telling.
Make it easy for them to follow up. Include a direct link to your app, a link to your press kit, and a clear call to action - such as offering an interview, early access, or more details on request.
The goal isnât to convince them to write a story in one email, but to start a conversation that could lead to coverage.
Include a Press Kit (And Why it Matters)
Journalists are busy and often working on tight deadlines, so the easier you make their job, the more likely they are to cover your story. Thatâs where a press kit comes in.
A well-organized press kit gives reporters everything they need in one place: visuals, background info, and key facts. Instead of chasing down missing assets or emailing back and forth, they can quickly grab what they need to write or publish a piece about your app.
At a minimum, your press kit should include your appâs logo, high-resolution screenshots or demo videos, a short description of what your app does, a founder bio, and key facts like your launch date, pricing model, and download links.
If you have any media mentions, awards, or notable milestones, include those too. Make sure the materials are up to date and easy to access - preferably in a single, cleanly designed page or folder.
I wrote an in-depth guide on how to create a press kit for iOS apps, so feel free to explore it at your leisure.
Follow Up the Right Way
After sending your initial pitch, itâs necessary to follow up. Journalists receive dozens, sometimes hundreds, of emails each day, so it's necessary to follow up.
Wait about 4 to 7 days before sending a polite follow-up. Keep it short and friendly: simply restate your interest, and offer to provide anything they might need (like an interview, demo, or additional info).
Be persistent, but respectful. One or two follow-ups are generally okay, especially if youâre reaching out with a timely update (e.g., your app just hit 100,000 downloads or got featured in the App Store).
That said, donât send daily emails or pressure them for a response - if theyâre interested, theyâll reply when theyâre ready. If you get no response after your second follow-up, itâs time to move on and focus your energy elsewhere.
Common mistakes to avoid
Do not send generic pitches Journalists can spot a mass email from a mile away, and itâs an instant turnoff.
Avoid sending the same template to everyone on your list. Personalize each pitch by mentioning why youâre reaching out to that particular journalist and how your app fits their coverage style.
Do not overhype your app without substance. Be honest about what your app can do and avoid using exaggerated terms like ârevolutionaryâ or âgame-changingâ.
Ready to Get Your App Noticed?
Pitching your mobile app to journalists is a process that rewards preparation and professionalism.
Remember, itâs not about sending a one-off email - itâs about building relationships and positioning your app as a valuable story for the press.
Take action today: start by building your press kit, researching journalists in your niche, and sending out your first pitch.
The sooner you start, the sooner youâll be able to refine your approach and increase your chances of success.
Want to learn more?
Check out Grant Oganyan's Pressdeck to make professional digital press kits for digital products.
Follow him on X/Twitter and LinkedIn.