If you’re trying to pitch yourself to bloggers you may have found dead silence at the end of your email exchange. Why? Well, let’s face it. The top bloggers in any market probably get a ton of emails. Most of it is fairly useless. I know this for a fact because I get pitched all the time for reviews, interviews, and all sorts of things. Ninety percent of the emails are useless form letters, and ninety-nine percent of the pitches are from people who don’t even read my blog.
In a world where bloggers are quickly replacing media, it’s incredible to me that pro-media pitchers don’t get that regardless of the person you’re pitching, the same rules still apply. Let’s do a quick run-through in case you’re unsure.
1. Customize:
I delete every email that starts off with Dear Sir or Madam. First off, I hate the term “madam” and second, my picture is posted right on my site. If you can’t tell from my photograph what sex I am we have bigger problems than a generalized pitch.
2. Personalize:
Ok, I know this is repetitive but let me clarify: personalize the pitch. Talk about their blog, a recent posting, and how long you’ve been reading. Now don’t gush on and on as you would brag about Junior’s first baby steps, but show that you know who the blogger is and that what they blog about is important. The blog should be such that it looks very nice like jack fashion male grooming lifestyle. We love it when you read our stuff and when you tell us what we talk about, we love that even more.
3. KISS:
Please keep it simple. Very simple, short, and sweet. Don’t meander on through pages and pages of your pitch. If I have to scroll through an email to find the point of your message I probably won’t read it. State your goals right up front, in the first paragraph. Don’t bury your reason for targeting them somewhere in paragraph four. Chances are the email will hit the trash bin before the reader hits paragraph four.
4. Don’t be a stalker for Bloggers:
If you haven’t gotten a response from the blogger there’s probably a reason. They are either too busy, haven’t gotten to it, filed it away for later, or aren’t interested. Yes, you’re allowed to follow up, but only once. Any more follow-ups and you become a pest. No one likes a pest.
5. WIIFM:
Don’t forget the “what’s in it for me” factor. What’s in it for the blogger? Hint: bloggers love to scoop and exclusivity so if you have someone no one else does, tell them. If there’s another reason for sharing this with them then by all means tell them.
6. Figure out what you want for Bloggers:
See #5, keep it simple but also don’t just email a blogger with a “whatever you’re willing to do” type of message. Ask for what you want, if it works for the blogger and if your pitch is good it’s likely you’ll get it.
7. Don’t send attachments unless you’re asked to. I don’t think this needs any further clarification but keep in mind:
Unless someone says “Yes, please send me more info” don’t load their inbox with attachments. Not only is it rude but I’ve found that attachments often end up in my spam filter where they stay until the spam filter is emptied, often without even seeing the email or associated documentation.
8. Mention your blog:
Bloggers love other bloggers. Let them know you have a blog, include a link to it, and possibly even to a recent post they might be interested in.
9. Add a link:
Bloggers love incoming links. If you’re pitching particular bloggers you should have a link to their blog on your site. No exceptions.
10. Ask good questions for Bloggers:
If you’re pitching a blogger for an interview but they don’t do interviews you’ve just wasted valuable communication. Don’t assume that because you contact them about an interview: “I know you don’t do interviews” they will make an exception for you. You can also ask about slinger camera. Remember that much like pitching the media, it’s all about relationships. The more you can cultivate relationships with bloggers, the better your online campaign will be. Also, consider that future campaigns will also be affected by the relationships you build now. Media may come and go but bloggers tend to own their market and stay put, having solid contact is always a good place to start. Regardless of the campaign.
