I've already discussed in a previous article the benefits of pitching a product, site or client to blogs and bloggers, but one question I'm asked time and time again at conferences is what is the best way of pitching to bloggers. Surprisingly many feel anxiety about the process, after all bloggers don't usually conform to the general media relationship model PR and marketing folks are use to when dealing with the mainstream media. Like blogs themselves, no two bloggers are the same, however there are some basic rules you can follow in increasing your chances.

Keep it Personal

There is nothing I hate more as a blogger is receiving a pitch that is a media release cut and pasted into an email, particularly when it's unsolicited. Bloggers aren't media outlets and they won't always look at media releases, in my case I'm far more likely to delete an email like this than read it. You need to introduce yourself and what it is you're pitching.

Don't confuse empathy and gratuity

It's nice at first receiving emails from PR folk saying how much they like your work at first, but it doesn't take more than a couple of emails with the same intro for the average blogger to know that saying you love their work is nothing more than a shameless gratuity that doesn't reflect the truth. Worse still is the pitches that get it wrong: for example I had a pitch today from a big New York PR firm that said they'd been reading a site I sold two years ago for the last year and that they liked my work (I haven't written for the site in 2 years as well). If you do really read the blogger you can say so, but prove it and maybe add links to their work which cite similar topics to your pitch; it's a good way of building context. Empathy works well; sure, I don't want everyone telling me how busy I am but done properly it's a nice opening.

Get To The Point

I can always remember my training many years ago on writing a good press release from someone in the business. The general rule was the first paragraph should explain what it is in short form, the second paragraph explains the announcement/ pitch in more detail. If you're writing for a living the rule usually applies to written articles as well: after all you only really have seconds to capture the interest of the reader. Email pitches should be the same as well: ultimately you are trying to grab the attention of the blogger. You can follow with more information, details, and even attach a media release (something I'd recommend as they are handy to have, although not as the opening of the pitch). A good way to practice the technique is to try reading it yourself or get colleagues to give you feedback. In fishing terms this is baiting the hook.

Don't be afraid of comparing your service to others

The old general rule is that in pitching a product you don't mention the competition, but bloggers are smarter than that. It doesn't hurt to compare yourself to competitors in the pitch, presuming you can back up your claims. It also provides context within the particular vertical as well.

Ask, Offer and Demonstrate

Easy points: Ask the blogger to consider running your story; the worst thing they can do is say no. Offer access to the product/site , particularly if it's in closed beta or not easily accessible; there is nothing worse than being pitched a product I can't play with. Unless you're a major corporation I'm unlikely to review your product if I'm not able to use it. It's not a steadfast rule with all bloggers, but put yourself in their shoes in this case. Offering a conference call with the dev team or CEO is also a good angle; many bloggers will jump at the opportunity to talk to your team or clients about the product. A demonstration would be something like a YouTube video: something that shows what the product/ site does. Video is great from a PR perspective because it allows you to demonstrate your product/ site without being edited, and bloggers like including video in posts.