Blogger Outreach is a difficult process and one that many PRs, brands and marketers really struggle to grasp. This post isn’t going to explain the process and its merits (this post does some of that), but it will give one simple piece of advice – how to send an introductory email to a blogger.
I’ve never seen a good one…
Back in April I highlighted a particularly awful blogger outreach email I’d received. I’m going to make a bold but honest statement here… I have never received a quality introductory email from someone looking to build a relationship with me and my blog. Ever. So what would one look like? In my opinion, this:
Dear (insert the bloggers name, if you can’t find it, then take a serious look at yourself)
My name is Davy McDavid and I work for Obese Purple Monkey Pills Inc, a manufacturer of slimming aids for obese purple monkeys (you’ve introduced yourself and the business, a nice simple start)
I’ve been reading your blog and particularly like your posts on the plight of obese purple monkeys, you seem to have a strong grasp of the issues effecting these poor primates. (note the fact that this picks out a particular theme from the blog in question. What it doesn’t do is over-egg things by saying ‘I’m a huge fan of your blog and have been forever, you are a truly awesome guy’ which is the norm. That just reeks of bullshit. A little compliment is a nice touch.)
I wanted to introduce our company and discuss the possibility of partnering with you. (Straight to the point.) We have a selection of great content that I believe would appeal to you and your readership. I understand how well respected your blog is and I wouldn’t be contacting you if I didn’t believe us working together would only enhance that. (Tells the blogger what they, and more importantly their readership would get from the partnership and shows a level of understanding of bloggers and what drives them.)
I understand that you have had no prior relationship with our business and that you may not even wish to consider working with us, however if you would like to discuss this further, you can email me on firstname.lastname@example.org or alternatively, call me on 020800000000. (This recognises that the approach is perhaps a bit ‘out of the blue’, but also makes it very personal in that it supplies a valid email address and even a phone-number. Often outreach emails are very faceless which creates zero confidence or will to communicate.)
Did you notice something while reading that sample email? Every bit of it is just common sense and courtesy. It is to the point, honest and most importantly, highly relevant the the blog in question. Why is it so hard for this to be common practice? Time may be an issue. A lack of understanding of bloggers? No doubt. Of course, the intro email is just a tiny part of the process, there is work to be done before sending it and indeed after. A great intro email is obviously not a guarantee of success.
Am I asking too much? Are there more factors that make this simple approach impossible? Perhaps the mass email approach is too ‘successful’ to be dropped? What do you think?
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