How to pitch a blogger

by Josh Opinion on November 14, 2011

Blogger outreach should be at the core of any social media campaign, especially if you are a small brand or startup.

While your individual outbound engagement campaigns should focus heavily from your social media channels, creating word of mouth through blogger outreach campaigns has more of an immediate and far reaching impact if you are unknown.

One last important note before going into some specific strategies of writing an e-mail, creating relationships with bloggers is in my opinion one of the best ways to create an experience with your brand. Instead of having someone generating an experience with a product or service, they are experiencing your brand’s culture through interacting with someone within a brand. 

That seems like common sense.

But common sense is not too common nowadays.

Strategies you can put to use immediately:

  1. Subject Line: This is vital. If you are writing generic subject lines, you are losing the game. High quality and popular bloggers get pitched every single minute by a multitude of brands. 

    If you don’t know where to start, read up on direct response copywriting. You’ll need to understand in outreach campaigns the game is for people to take an action and communicate with you.

    One technique that worked for me was to use the following formula: “Re:

    Using that simple subject line formula, you have 2 elements. The “Re:” beginning makes your e-mail as if it was an ongoing communication with the particular blogger you are pitching. Furthermore, it stands out in an inbox.

    Think about your inbox right now. What grabs your attention, a generic e-mail line or an ongoing e-mail relay you have going on with someone.

    The second element shows you have read or at least paid attention to what the blogger is talking about. This should be genuine. You need to actually read the blogger’s content and find something you can connect with and form an open dialogue with.

    Bloggers can read and sense bullshit. You can too. You’re not fooling anyone if you are not being sincere. 

  2. First paragraph: Connect on common ground.

    Every single line serves a purpose in the e-mail. The purpose of the first line is to entice the blogger to read the second line. The purpose of the second line is to entice the blogger to read the third line. 

    You get my point.

    I have found talking directly about a particular post and how it helped me or how I related to it is the best “ice breaker”. In the past I worked in-house for a women’s skin care brand. How does a 27 year old male working for a women’s skin care brand relate to beauty bloggers?

    I worked hard to find common ground I could relate to or more importantly understood our customers and their frustrations related that back to the blogger’s particular post. 

  3. Second Paragraph: How can you help the blogger.

    From what you connected with in the first paragraph, you should introduce how your brand can help the particular blogger. It might be something specific the blogger has been struggling with or it can be something a little more generic like how your brand can help the blogger’s community. This paragraph should be about how you can add value to the blogger.

    Solve a problem. Don’t make the mistake of thinking your product or service is so great that the blogger can assume what your product or service can do for them.

  4. Third Paragraph: Introduce your brand.

    This should be short and in as few words/sentences as possible let them know what your brand is about.

    The purpose of this paragraph is to add relevance and a frame of reference to the paragraphs above.

  5. Fourth Paragraph: Create a call to action.

    The call to action is to get more information from the blogger. Perhaps you want to send a product for review, maybe it is to write a guest post, etc. Your call to action should be crystal clear where if the blogger is interested in you that they know what to do.

  6. Sign Off: Leave them better than you found them.

    This is simpler than I made it sound. Always leave a blogger (or anyone you meet in general) feeling better than when you first contacted them. This could be thanking them for their time, adding some personal commentary, or using a unique sign off.

    Make this part memorable.

The above is the basic format I used to get in touch with some of the best bloggers in a particular niche.

The key part is to be sincere as possible and actually care about the blogger and their community. If you lack authenticity and write a BS e-mail, its the fastest way to hurt your social media campaign. 

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