Sending principles
- One outlet per week. Don't bulk-blast — journalists talk.
- Subject line under 10 words. Above the fold or unread.
- The angle, not the company, is the lede. They cover stories, not businesses.
- Always offer a real exclusive — if you give Sassy HK a story, don't give Localiiz the same one in week 2.
- Don't follow up before 7 days. One follow-up max, then drop it.
- If they cover, thank by name + share their piece on social — relationships compound.
Template 1 — Sassy HK · "small flat / clever solutions" angle
Sassy HK covers HK lifestyle and home-living. Pitch the 290 sqft case study.
To: editorial@sassyhongkong.com Subject: 300 sqft Tai Kok Tsui flat — wall bed install case study (with permission) Hi Sassy HK editorial, I run Wallbed by Design in Kwun Tong — sole HK distributor of the SBLM patented wall bed mechanism since 2018. I think your readers would be interested in a 290 sqft Tai Kok Tsui flat we installed in 2025. The owner's a remote worker who needed a desk + queen bed in the same square footage. Final cost HKD 42k all-in. Before/after photos available with the owner's signed release. The angle isn't us — it's that 90% of HK 'small flat hacks' on Pinterest don't work in a 290 sqft layout. This one does, and the math is verifiable. Full case study (with the maths broken down): https://wallbed-hk.com/blog-300sqft-case-study.html?ref=press_pitch Press kit + factsheet: https://wallbed-hk.com/press-kit.html?ref=press_pitch Happy to walk a writer through the flat in person — owner has agreed to a journalist visit with 7 days notice. — [Your name] Wallbed by Design 牆床·度身設計 +852 4423 7445 / press@wallbed-hk.com
Template 2 — Localiiz · "consumer protection / scam prevention" angle
Localiiz writes practical city guides. Pitch the 8-red-flag fake-quote piece.
To: editor@localiiz.com Subject: HK consumer-protection guide — 12 red flags in fake furniture quotes Hi Localiiz editorial, We've reviewed 30+ HK wall bed quotes that buyers forwarded to us asking "is this real?" Most fail several of 12 red flags — no patent number, refusal to share BR, 100% upfront, copied stock photos, personal-account deposits, no published contract template. I think your "Living in HK" readers would benefit from a short guide on spotting fake custom-furniture quotes — not just for wall beds, applies to all bespoke HK furniture. We've published our version with HK Consumer Council guidance: https://wallbed-hk.com/how-to-spot-a-fake-quote.html?ref=press_pitch Happy to provide: - Anonymized examples of real fake quotes (with red flags marked) - An interview with our fitter team about what we see weekly - Quote from HK Consumer Council if you want a regulator angle We're not asking you to plug Wallbed by Design — happy to be one of three sources you mention, or zero. The guide is the story. — [Your name] +852 4423 7445
Template 3 — Time Out HK · "what's new in HK" angle
Time Out HK covers what's new + what's interesting. Pitch the public Trust Scorecard angle.
To: editor@timeout.com.hk Subject: HK furniture seller publishes a 'public mistakes' page — interview? Hi Time Out editorial, Genuinely-interested-rather-than-sales pitch: We're a wall bed installer in Kwun Tong. We just published a public Trust Scorecard with a "What we got wrong" section listing 3 named past mistakes — a 2023 quote miss-by-HKD-4,800, a 2024 ambiguous warranty clause, a 2025 stock-photo placeholder that a buyer caught us on. I haven't found another HK furniture seller doing this. Could be a short feature on radical transparency in HK retail, or a longer piece on what consumers should expect from a 30k+ HKD purchase. Trust Scorecard: https://wallbed-hk.com/trust.html?ref=press_pitch We can do a 30-minute interview at the showroom Mon-Sat. — [Your name] +852 4423 7445
Template 4 — HK Tatler · "design + craftsmanship" angle
Tatler covers high-end HK living. Pitch the SBLM 60-year design lineage.
To: features@hongkongtatler.com Subject: 60 years of mechanism design — story for design / craft section Hi HK Tatler features, A long-form pitch for design / craftsmanship: The American SBLM wall bed mechanism — sole HK distributor is us — has a continuous 4-generation design lineage from 1965. 60 years of the same family of patents being refined, with a global install base in 26 countries. I think there's a 1500-word piece on "what survives in furniture mechanism design" with SBLM as the anchor case. We'd send the SBLM corporate timeline + put your writer in touch with the US engineering office (we have a contact). Story angle: https://wallbed-hk.com/press-kit.html?ref=press_pitch#angle-5 Materials + provenance for fact-checking: https://wallbed-hk.com/materials-provenance.html?ref=press_pitch Not asking for product placement — asking if your design editor would find the lineage interesting. — [Your name] +852 4423 7445
Template 5 — U Magazine · "WFH / lifestyle Cantonese" angle (繁中)
U Magazine reaches a 繁中 mass-market lifestyle audience. Pitch in 繁中 with the WFH angle.
收件人:editor@umagazine.com.hk 主題:5 年來香港 WFH 裝修點變?有實際數據 U Magazine 編輯部 你好, 我哋係 Wallbed by Design(觀塘),香港 SBLM 美國專利翻床嘅獨家分銷商。 由 2020 年到 2025 年,我哋見到一個明顯轉變:WFH(在家工作)裝修 由 0% 升到我哋全部安裝嘅 40%。客戶要嘅唔再淨係床,而係「白天書枱 夜晚雙人床」嘅組合。我哋有 spreadsheet 數據(已 anonymize)。 我覺得呢個係一個適合 U Magazine 嘅 lifestyle 故事 — 唔淨係硬數據 還有實際個案研究(290 平方呎大角咀單位,業主已書面同意分享)。 故事角度: https://wallbed-hk.com/press-kit-zh.html?ref=press_pitch 我哋可以提供: - 過去 5 年 WFH 安裝百分比趨勢圖 - 290 平方呎個案研究 before/after 相 - 同我哋設計師團隊 30 分鐘訪問 由你決定點寫,我哋只想 share 數據。 — [姓名] Wallbed by Design 牆床·度身設計 +852 4423 7445
Track who you pitched + outcome
Same spreadsheet pattern as reviews-collection. Columns:
| Outlet | Editor email | Pitched on | Angle | Status | Coverage URL | |----------------|------------------------|--------------|----------|-------------------|--------------| | Sassy HK | editorial@sassyhongkong.com | 2026-05-04 | 290sqft | Read, no reply | | | Localiiz | editor@localiiz.com | 2026-05-11 | red flags| Replied: pass | | | Time Out HK | editor@timeout.com.hk | 2026-05-18 | trust | Article 2026-06-15| timeout.com/...|
Realistic conversion: 1 in 5 outlets covers the pitch. If you send 5, you get ~1 piece. That 1 piece is a 6-month traffic + trust upgrade.
What NOT to do
- Don't blind-CC multiple editors. They see each other's email addresses. Looks like spam.
- Don't offer "exclusive" to two outlets in the same week — if both publish, you've lied to one.
- Don't pitch a competitor takedown. We never name competitors negatively. Period.
- Don't pay for placement. If an outlet asks for "advertorial fee", politely decline. See roadmap non-commitments.
- Don't follow up more than once. Editorial inbox volume is brutal — pestering ends the relationship.
5 weeks, 5 pitches, ~1 piece.
A single feature in any of these outlets generates more qualified inbound traffic than 6 months of organic SEO can. The press-kit work in iter-41 is dormant until you send these.