Micah is a publicist who has worked in numerous industries from consumer electronics to private equity. He’s very big on using the bloggers as publicity tools. You can check out his company’s FeverPitch Media Blog or follow him on Twitter, or both!
I had spoken before about the benefits of reaching out to the bloggers and getting exposure for your business that way. But, now I want to talk about the best way to do it.
Traditionally, companies or their PR agencies call the media (or fax/email/whatever) and “pitch” them a story idea. The media knows the deal and knows why you are calling. They know you are “selling” them something. In my world, I sell stories. They don’t always love it, but 99% realize that it’s part of the game.
Well, bloggers are different and need to be approached differently. If you want to connect with the bloggers and get them to talk about you or your website or product or whatever, you can’t be a salesman. You need to be their friend.
Do not try to force things on them just to get them to post it. Think about them and their blog (you should really apply this to traditional media as well). What type of information do they like to talk about? Then think of the best way to package your information so that it’s of interest to them.
When I send something out to a blogger, I usually couch it with “I thought you might find this of interest for your blog.” And I really mean that. I want to come across as a friend or associate, not someone spamming them. Do not spam the bloggers, it’s a great way to get shunned. Send information that really might be of interest to them and they’ll see you as a helpful associate, not an obnoxious salesman.
I know all of this may sound obviously, but as a blogger myself, you wouldn’t believe the stupid stuff that I get sent to me.
Another good idea (and this applies to traditional media as well), is to send bloggers information that doesn’t benefit you at all. If you happen to see an interesting story on, say, dieting, send that to your diet blog contacts and let them know that it doesn’t have anything to do with you, but you thought it might be something they’d like. People appreciate this because it shows that you are thinking of them and their agenda, and not your own. This will make them more receptive the next time you do have something that benefits you.
First time visiting Successfool.com? Make sure you subscribe to the RSS feed before you leave!.
