There's been a lot of hubbub around pitching to bloggers. The Chris Andersons and Gina Trapanis of the world don't want to be solicited to by PR companies. They have some good points - including explicit warnings not to email them - and I don't fault them for their actions. However, PR does serve a valuable purpose in business and it's certainly not going to disappear in the new media landscape. In this post, I will describe essential elements of a stellar PR pitch to a blogger.
The Right Pitch
- Short: The total email was 130 words long. Already, this sends the message that she respects my time.
- Introduction: In one sentence, she explains who she is, who the client is, and why she's writing to me.
- Description: Again in one sentence, she sums up the product with a minimum of the adjectives that decrease believability ("best," "great," "unique," etc).
- Seduction: I would have made the mistake of describing at least one feature or benefit. Instead, Christina piques my interest just enough and then leaves me two links from which to garner the specs. I had clicked these links before I even finished reading the email.
- Help: Another one-sentence reminder that I can contact her with any questions.
- Thanks: She ends by acknowledging my limited time and thanking me for reading. Even if it sounds heavy handed (which it doesn't), the blogger is getting his/her ego stroked and that never hurts.
- Transparency: The postscript is not only transparent by again mentioning the client, but also encourages transparency if I write about it. This mentality builds trust.
- Tone: The tone is helpful, but reserved (not one exclamation point!).
If your copywriting follows these simple rules, you cannot help but improve your response from bloggers. In the end, it comes down to being respectful, professional, and sounding like a human being. (It turns out people prefer other people rather than PR robots. Who knew?)
Postscript For PR People
Personally, I love being pitched, especially if there's free stuff or advanced notice involved.
I'm sure this will change as the blog picks up pace, but considering how much media I consume to write this blog (and how much that costs), I certainly do not mind someone sending me a free book or whatnot. (And considering the amount of books alone I mention positively, your chances are pretty good I'll find something I like.)
But please follow these rules when you make contact. We bloggers are people too.
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