Are you breaking the first rule in pitching bloggers? Most people are.
What is the first rule? DON’T SEND THEM A TRADITONAL PRESS RELEASE, THEY HATE IT!
Now, there are some parallels to pitching traditional media and pitching social media though. Here’s a quick list:
- Make it newsworthy. Bloggers are just as picky as journalists, they’re going to throw out your pitch if it isn’t relevant, interesting or worth telling their readers about.
- Die, jargon, die. Just like in traditional media, the blogger is speaking to the average public to some extent. Most will not understand jargon, and the blogger might not either, so keep it simple, as always.
That’s about it for similarities. Here are some things that should be done differently:
- Be personal. It helps to follow and be actively participating by leaving comments on their blog. This way when you pitch to them, you already know them. Also, never send an email pitch that says hi sir/madam, learn their name it WILL make a difference. You can also reference a particular post that they wrote but don’t just say “hey nice post the other day.” Dig a little deeper showing them you’ve done your homework.
- Don’t tell them what to do. They can do what they want with their blog, so don’t tell them what they should do (like talk about your story) or that you can’t believe they didn’t cover something you pitched to them. This will definitely earn you a spot on their website, except it will be on the wall of shame and no one wants that
- Talk to them. Blogging is a personal activity. Most bloggers write as they would speak more or less. Do the same, show you understand the blogosphere and the rules. Make it short, sweet, to the point and more casual than a traditional pitch. You will be rewarded.
- Don’t ask them to link. Instead, ask them to take a look at your material, blog or product (schmooze a little if you have to and send them a free trial or something if you have to). If they like it, you will know about it if you are actively following the blog anyway, so there is no need for a follow up either.