How NOT to Pitch Bloggers
As an active mommy-blogger, I get many pitches from PR reps, on a weekly basis.
As a PR practitioner, with over eight years experience, now working in digital PR, I often find myself evaluating these pitches from a different point-of-view than most other bloggers.
Here at MS&L, my main responsibility is to pitch our clients’ products and services to bloggers. I work hard to craft clear, concise and compelling pitches. That’s why I am so shocked by how many bad pitches I receive.
Because I’m in PR, I try to give each and every pitch I receive (even the bad ones), the benefit of the doubt; because, I know that most times the product or service is a good one. Unfortunately, most bloggers aren’t like me. They’re not in PR, so they probably don’t even read the pitch because, on the surface, it doesn’t seem to be a fit, for their blog.
If you or your company has a product or service that you feel would be of interest to bloggers, take note of the following.
When sending a pitch, DO NOT:
Send a form pitch letter – I cannot stress how important it is, for your pitch to be individually catered to each and every blogger and their blog’s content. I’m not saying that you have to craft a new pitch every time, but adding some specific intro copy, would be good. For example, just this past week, I received two pitches for products for little girls. If they would’ve just spent a few minutes, looking around my blog, they would’ve realized that I have a 4-year-old boy and known not to send me the pitch.
- Ask the blogger to go to your website for more details – Most bloggers you pitch get several pitches per week. Some also have “real” jobs, in addition to blogging. They don’t have time to search around for information on every product that’s pitched to them. Always try to include all pertinent information, in your pitch.
- Send a pitch, with no call to action – Recently, I was emailed a press release for a product that I was really interested in. But the email didn’t include a request for product review. When sending a pitch, be sure to ask yourself, “Why would the blogger be interested in this product?” Be sure to include the answer, in your pitch.
Follow this advice, and hopefully, you’ll have more success pitching in the blogosphere.
Happy pitching!
- Date: 07.22.2010
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