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growth/outreach-emails.md

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+# Outreach: newsletters / podcasts / journalists (one-shot batch)
+
+**Send once. Not a sequence. ~12–15 emails, each personalised, from your own address.**
+
+The pitch is the **finding**, never the product. You're offering a free, citable, ready-made data
+asset (table + CSV + chart + a methodology box). Give **exactly one** outlet a genuine first-look
+window; tell them so (it makes the exclusive worth covering).
+
+**What you attach / link to every time**
+- A clean comparison table (top "name premiums" / cheaper twins, national + their-audience cut)
+- The same data as CSV
+- One chart image (the OG card render works)
+- A link to the live worked-example page: `https://perfect-postcode.co.uk/{{FLAGSHIP_TWIN_SLUG}}`
+- The attribution line: *"Contains HM Land Registry data © Crown copyright and database right {{YEAR}}, OGL v3.0."*
+
+**Numbers to fill from the harness:** `{{NATIONAL_HEADLINE_STAT}}`, `{{BIGGEST_TWIN_GAP}}`,
+`{{TOP5_TWINS_TABLE}}`, `{{AUDIENCE_SPECIFIC_CUT}}`.
+
+---
+
+## Master template
+
+**Subject:** `Data: the "cheaper twin" postcodes that share a school + station, {{BIGGEST_TWIN_GAP}} apart`
+
+> Hi {{FirstName}},
+>
+> I built a dataset that joins HM Land Registry sold prices with EPC floor areas, Ofsted catchments,
+> DfT commute times and Police.uk crime for **every postcode in England**, and it surfaces something
+> I think your {{readers/listeners}} would find useful: **"cheaper twins."**
+>
+> These are pairs of neighbouring postcodes that share the same station, the same school catchment and
+> the same era of housing, yet sell **tens of thousands apart**, purely because one name got bid up.
+> Example: {{FLAGSHIP_TWIN_ONE_LINER}}. Nationally, the biggest gap I found is **{{BIGGEST_TWIN_GAP}}**.
+>
+> It's all official open data (OGL), aggregated to postcode level. Happy to send you a **ready-to-use
+> table + CSV + chart**, including a cut specific to {{their audience/region}}. No ask in return; credit
+> to *Perfect Postcode* with a link is plenty. I can give you a **first look before I share it more widely**
+> if it's useful.
+>
+> Want me to send it over?
+>
+> {{Your name}}
+> perfect-postcode.co.uk · {{your email}}
+
+Keep it under ~150 words. No attachments on the *first* email (deliverability); offer, then send on reply.
+
+---
+
+## Targets (personalise the hook line per outlet)
+
+### Consumer money / personal finance
+1. **Andy Webb, Be Clever With Your Cash** (blog + newsletter + YouTube). Hook: the "are you overpaying for the name?" angle is squarely his money-saving lens. Consumer-friendly cut.
+2. **Damien Fahy, Money to the Masses** (site + podcast). Hook: offer a podcast-ready segment ("how to find the cheaper twin of any postcode") + the data table.
+3. **Finimize** (newsletter, large UK retail-finance audience). Hook: one punchy chart + the national headline stat; they run short data-led items.
+4. **iNews / Metro money desk** (consumer national). Hook: "the postcode name premium", relatable, shareable, map-friendly.
+
+### Property-buyer / homeowner
+5. **HomeOwners Alliance** (consumer property advice + newsletter). Hook: pre-viewing research angle; their audience is active buyers.
+6. **Charlie Lamdin, Moving Home with Charlie** (YouTube + BestAgent). Hook: he covers market value + buyer strategy daily; offer him the data for a "cheaper twin" episode (he'll likely screen-share the map).
+7. **Rob Bence & Rob Dix, The Property Podcast / Property Hub** (investor-leaning, large). Hook: the £/m² value-gap framing for investors hunting under-priced areas; offer a data segment + regional cuts.
+
+### National money desks (give ONE of these the exclusive first-look)
+8. **Helen Crane, This is Money** ("Crane on the Case" / property). Hook: strong property-data appetite; the cleanest national-exclusive target.
+9. **Ed Magnus, This is Money.** Hook: writes the data-led property explainers; alternative/second TiM contact.
+10. **The Telegraph Money / The Times Money property desk** (one named property reporter each). Hook: "name premium" maps to their readership well, but paywalled, lower referral; pitch only if you have a name.
+
+### Trade press (fast pickup, good backlinks, lower direct traffic)
+11. **PropertyWire** (property trade news). Hook: ready-made data story, they publish data fast.
+12. **The Negotiator / Estate Agent Today** (agent trade). Hook: "what buyers are about to start asking you about £/m²" angle.
+13. **Property118** (landlord/investor community). Hook: value-gap data for portfolio buyers.
+
+### Stretch (one shot, low odds, high payoff)
+14. **MoneySavingExpert news team** (not the forum, the editorial desk). Hook: a genuinely novel free consumer data tool; they occasionally cover these. No forum self-promo.
+15. **BBC / regional data journalism**: only if a finding is genuinely striking nationally; otherwise leave regional to `regional-tables.md`.
+
+---
+
+## Sequencing (do it in ~2 hours, once)
+
+1. Pick your **one exclusive** (recommend Helen Crane / This is Money). Email them first, say "first look, ~5 days before I share wider."
+2. Wait for a yes/no or ~5 days.
+3. Send the rest in one sitting. Personalise only the **hook line**; keep the body identical.
+4. Reply fast to anyone who bites; send the table+CSV+chart on reply.
+5. Log every pickup (URL + do-follow?) in your metrics sheet; these backlinks are the real prize.
+
+**Do not** chase more than one polite follow-up. Do not BCC a blast (kills deliverability and goodwill).