3:30 AM
gemy
In college I was a bit awkward. I keep in mind one night in particular. There was a pretty girl at an outdoor party. After lots of hours and draft beers I worked up the the nerve to approach her. I took the direct, honest and honest approach.
"Hi, my name is Bill. I'm not icy or smooth, and I won't use a line on you. But I would love the chance to talk and get to know you," I stated.
"No! I won't have sex with you!" he screamed and every head at the party turned.
I sulked away. five minutes later, he approached me. I asked why he had yelled what he yelled. he explained that he was a psychology graduate student and was doing research on how males responded to embarrassing situations.
"What do you mean for $200??!!" I called out at the top of my lungs.
If you've ever pitched a blogger (or reporter), this story probably hits home. What you say to a blogger is important. What he says to the world is even more important. Bloggers are writing for their readers, not for your marketing department. What does this mean to you?
- Offer up loads of ways to contact you if the blogger wishes more information. Your phone numbers, electronic mail and Twitter handle ought to all be in the pitch. Close with a genuine invitation to connect: "If you'd like more information, or to speak with our president (designer, doctor, executive director) contact me by phone, electronic mail or on Twitter." reply to requests from bloggers immediately when they do reach out. You know when you receive a media relations person's voice mail they close with, "If you are a member of the media, call my mobile phone and I'll drive to your house even it's 3 am?" That ought to be the way you treat bloggers .
- Don't over complicate your pitch. Even bad bloggers get flooded with pitches. they aren't going to read your brand guidelines, and they aren't going to dig in deep on product specs. think of your most important five points and stick to them. Keep your pitch brief and on target. The final pitch ought to make you cringe with its brevity. The branding police ought to be bothered by the dearth of marketing language in it. The project manager ought to give you hell over the 12 features you don't mention. The executives ought to be bothered that you didn't include an "About Statement."
Bill Balderaz is the president and founder of Webbed Marketing, a web marketing firm with over 40 clients, including several Fortune 500 companies. Bill lectures widely on social media, viral marketing and other industry topics, and was a featured presenter at the Word of Mouth Marketing Association (WOMMA) annual summit.
- Accept the fact that the blogger doesn't document to your marketing vice president. You get the pickup! The blogger reaches every hospital CFO on the east coast. Leads come flying in. and your boss storms over angry because the post doesn't include a link to the product page, waving a printout of the weblog post for dramatic effect. Bloggers aren't on your payroll. Provide them with great, relevant and correct content. Make yourself obtainable. But don't expect them to follow a script. Expect an honest review of your product that may include criticism. Expect that your branding and messaging guidelines mean nothing to the blogger. Expect omissions. But get your preliminary messaging right, receive a cool pickup in front of the right audience, and expect cool things to happen.
"Hi, my name is Bill. I'm not icy or smooth, and I won't use a line on you. But I would love the chance to talk and get to know you," I stated.
"No! I won't have sex with you!" he screamed and every head at the party turned.
I sulked away. five minutes later, he approached me. I asked why he had yelled what he yelled. he explained that he was a psychology graduate student and was doing research on how males responded to embarrassing situations.
"What do you mean for $200??!!" I called out at the top of my lungs.
If you've ever pitched a blogger (or reporter), this story probably hits home. What you say to a blogger is important. What he says to the world is even more important. Bloggers are writing for their readers, not for your marketing department. What does this mean to you?
- Offer up loads of ways to contact you if the blogger wishes more information. Your phone numbers, electronic mail and Twitter handle ought to all be in the pitch. Close with a genuine invitation to connect: "If you'd like more information, or to speak with our president (designer, doctor, executive director) contact me by phone, electronic mail or on Twitter." reply to requests from bloggers immediately when they do reach out. You know when you receive a media relations person's voice mail they close with, "If you are a member of the media, call my mobile phone and I'll drive to your house even it's 3 am?" That ought to be the way you treat bloggers .
- Don't over complicate your pitch. Even bad bloggers get flooded with pitches. they aren't going to read your brand guidelines, and they aren't going to dig in deep on product specs. think of your most important five points and stick to them. Keep your pitch brief and on target. The final pitch ought to make you cringe with its brevity. The branding police ought to be bothered by the dearth of marketing language in it. The project manager ought to give you hell over the 12 features you don't mention. The executives ought to be bothered that you didn't include an "About Statement."
Bill Balderaz is the president and founder of Webbed Marketing, a web marketing firm with over 40 clients, including several Fortune 500 companies. Bill lectures widely on social media, viral marketing and other industry topics, and was a featured presenter at the Word of Mouth Marketing Association (WOMMA) annual summit.
- Accept the fact that the blogger doesn't document to your marketing vice president. You get the pickup! The blogger reaches every hospital CFO on the east coast. Leads come flying in. and your boss storms over angry because the post doesn't include a link to the product page, waving a printout of the weblog post for dramatic effect. Bloggers aren't on your payroll. Provide them with great, relevant and correct content. Make yourself obtainable. But don't expect them to follow a script. Expect an honest review of your product that may include criticism. Expect that your branding and messaging guidelines mean nothing to the blogger. Expect omissions. But get your preliminary messaging right, receive a cool pickup in front of the right audience, and expect cool things to happen.
0 comments:
Post a Comment
Type your comment in the briefing and without departing from the literature