How do I start relationships with local businesses before pitching them ads?
Short answer
Give first. Run their press release, then tell them it went to 26,000 people. Feature owners on a podcast or in a series. DM a handful of businesses at a time from your brand account. Reciprocity puts you in their corner, so the ad conversation starts warm instead of cold.
The easiest ad sale is to a business that already likes you. That takes giving before asking.
How do I turn a press release into a relationship?
This is a tip from a podcast guest that I hadn't thought of. When a restaurant or business sends you a press release, put it in the newsletter. You probably would have anyway. Then tell them.
"Hey, I just sent this. I put this in the newsletter. I don't know if you saw it. This went out to 26,000 people. They're like, ooh, 26,000. Wait, what do I not know about that?"
Now they're curious about your reach, they dig into you, and you build from there.
Why does featuring a business for free lead to sales?
Reciprocity. Robert Cialdini's book on persuasion from the 1980s covers it: when you give something to someone, they want to give back. Promote a local owner for free on your podcast and they'll want to do something for you.
That doesn't mean everyone signs up to give you money for ads. It puts you in their corner, and it can lead to a connection or a sale later. It's a relationship play, not a direct-response one.
What free features work well?
- A podcast interview with a local owner.
- Press releases run in the newsletter, followed by that note.
- Free ads in an empty slot. See why I run free ads.
How do I reach owners directly?
Instagram DMs from the brand account. Another guest DMs businesses and event accounts from his newsletter's account, and often reaches a recent grad running social for that business. I DMed eight of twelve local custom home builders, then stopped on purpose so Instagram wouldn't ban me. Go one business type at a time.
Can I just ask my audience for sponsors?
Yes. A podcast guest in California posted on Instagram that she was looking for sponsors for an upcoming event and asked interested businesses to reach out. Six businesses replied within an hour. Your audience already knows your voice. Write about it in the newsletter too.
Why not wait for inbound?
Because most inbound is from companies with no money, and the legit ones often go quiet after you reply. I've got a bunch outstanding. Relationship-building is the main path. Inbound is a bonus.
Persist, too. Small business owners are so busy that they often don't reply even to vendors they want. I know because I was one.
Answered by TJ Larkin. From Local Media HQ podcast conversations and episodes in 2025 and 2026, including tips from guests who run local newsletters. Last updated .