I don't need ESPN to tell me it's Super Bowl Week, all I need is my email inbox. Because every day this week, I've gotten multiple emails, usually from a PR firm, wanting to let me know about their clients' amazing Super Bowl ad/stunt/site, and how the want me to blog about it.
Notice I haven't blogged about any yet?
First of all, I think it's VERY smart of companies and their PR firms to reach out to bloggers to help them promote their ads/campaigns/marketing ideas. And I want to encourage that.
But what I've seen lately in my emails are lazy and ineffective attempts to get me to blog about their ads. Here's why:
1 - My name is 'Mack'. It's not Mark, it's not Matt, it's not 'Blogger'. If you don't refer to me by my correct name in your email pitch, there is almost zero chance that I will ever read past the greeting. Trust me on this.
2 - Please at least read my blog before you email me. Please figure out what topics I like to talk about, then please try to find a way to somehow relate my interests, to your pitch.
3 - Please do NOT send me a canned 'form letter' email. Here's an example:
I thought The Viral Garden's readers might enjoy hearing about the new Super Bowl ad from (company name HERE). This new ad is a very humorous spot featuring (washed up b-list celeb HERE) as she encounters many hilarious situations, before realizing that (company name HERE) will solve all her problems.
So Mack, if you would like screenshots from this funny commercial for posting on The Viral Garden, let me know!
4. - Please don't ask me to forward your anonymous form-letter email to my friends. I want to keep them as my friends.
When I was still regularly writing for BMA, I got these email pitches all the time, all the ad bloggers do. But out of all the pitches, from all the people, there was one woman that worked for a PR firm that actually made good pitches.
She always called me by my correct first name.
She always commented on a post I had left on BMA and gave her thoughts.
She always explained everything I needed to know about her client's ad, and included multiple screen shots for the ad.
She always invited me to ask her any questions I would have if I wanted to write a post, and if I did have an email question, she usually answered in minutes.
She understood that I was doing her a FAVOR by taking time out of my busy day to consider promoting HER client on my blog, and she made it clear to me that she respected my time.
She looked at the pitch from MY point of view. As a result, I posted about every ad she emailed me about. In fact the methods she used stood out so much from the others that I started emailing HER to ask if she had any additional client initiatives that I could promote!
So to the PR firms that are reading this, PLEASE consider your next pitch from the point of view of the blogger you are pitching to. Please give us a reason to think that we aren't simply the next name on your 'media list', even if we are.
The Viral Garden, Marketing