The Legend-Maker Scroll.
How to build a data story the press cannot ignore.
The same method we use in the office, written down, sent to your inbox. How to find the angle. How to write the pitch. How to earn the placement. No fee. No funnel. Just the work.
This is the playbook for building a data story unique to your business — by combining two public datasets nobody has thought to multiply into a number that did not exist this morning. Editors approve those stories. Reporters chase them. Competitors cannot copy them.
Six things most PR advice gets wrong — and the inversions that work.
Why your product is not your angle.
Reporters cover beats, not companies. The job is to find a story on the reporter's beat that requires your data to be told.
One dataset is journalism the press has already done.
But two boring public datasets, multiplied, make one interesting number that nobody can re-report without crediting you.
If you cannot write the headline, you do not have a story.
Headlines are the editor's pre-approval. Write yours before you write the pitch — and walk away if it won't come.
Three documents. Not thirty.
A one-page brief, a methodology document, and a clean dataset. Send those three. Skip the brand book.
120 words, four lines, one finding.
The pitch is not a press release. It is a sentence designed to be forwarded. Templates included.
One follow-up. Then move on.
Two emails is the etiquette. The third is what gets you blocked. The sequence, the tracker, and what to do after the placement.
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