The big day has arrived. Your product is ready to launch, you know exactly which bloggers you need to target, and all you have to do now is well, convince them to write about your product with only a few lines of email. Very few.
In both of my companies I managed the marketing of products which were anything but “sexy” – not usual blogger material and still – we received coverage. I also guest posted for TechCrunch, LifeHacker, The Next Web and others without much (or any) writing references. Here are the emails which led me there and what stands behind them.
It’s not about your users, it’s about the blog’s readers
The biggest leap I made to get more press coverage was by changing the main question I asked myself when writing the email. At first, like most people, I simply tried to explain why our product benefits users. Having lots of engaged users is obviously my goal but bloggers have a different one. They’re not interested in your users but rather in their own users = readers. Bloggers want to get as many people to read their posts, and if you can help them meet that goal – you’re in. So I started asking myself “How will writing about my product drive more traffic to blog X?”. That changed everything. Emails were suddenly getting answered and my product started appearing in blogs. When focusing on the bloggers’ goals you might not get to list all your features or discuss the innovative technology in detail, but – you’ll get in.
Following are different techniques for achieving this goal. Important : don’t use more than one or two at a time. The email should be as short as possible, I try not to exceed 5-6 lines.
One of the most basic tips when it comes to blogger outreach is to personalize your email. Not only is there a better chance you’ll hit what they’re looking for but you’re also communicating that you’re interested in their blog and not sending the same email to 50 different bloggers. Some use custom templates and personalize parts of it, like this :
Hello _______ (fill in blogger name)
I really liked your last article about ________ (fill in the topic of the last article) and I’ve been following the way you cover ________ (select according to blog) for a long time.
Please don’t do this. This is not personalization. If you have the most interesting/ buzzy product ever, and bloggers will write about you no matter what – go ahead. Since you probably don’t – it’s a template and it looks like one. The key to convincing bloggers that writing about you will drive traffic to them is understanding the core values of their blog. TechCrunch is about the startup scene, the faces behind it and news, LifeHacker is about improving your life with small tricks and tips, GigaOm is more about technology and how the tech industry evolves. Once you fit your story into their world you’re halfway there. Personalization is about finding the right angle and knowing which parts of your product and story to highlight.
OK, let’s go into my inbox -
This is how I pitch Takipi to startup scene/ Business oriented blogs