Blogger Relations: How to "Pitch" to Me

I receive lots of email from people asking me to write about their companies or products. I delete most of these messages because they’re poorly written or the person has no clue who I am or what I write about.

If you have a good idea you think I should know about, here are some good tips for getting me to reply to your email:

1. Read my blog for a couple of weeks before pitching me. Know what I write about. Simply stated, it’s business-to-business marketing communications (B2B marcom for short).

Please read that sentence again. Is your pitch about B2B marketing communications? No? Then don’t email me.

I’m particularly interested in social media, viral marketing, video, search/SEO, and small business marketing but have also talked about product launches, email, e-newsletters, direct mail and the integration of online and offline tactics.

I *adore* data. If you have a new report or white paper about any of the above topics and how they relate to B2B marketing, send me a copy. While you’re at it, invite me to do a podcast with someone in your company — and then follow up with me when I reply to your email. (I’m surprised at how many PR flacks ignore my emails when I respond to their emails.)

I don’t cover technologies such as lead automation software or “software-as-service.” I’m also not a trade publication, so please don’t send me your new product press releases. I instantly delete them.

2. Don’t pitch me about business-to-consumer (B2C) products and services. I’m not interested.

If you’ve read this far, go back and re-read the first two tips. I am inundated with off-topic pitches. People, you are wasting your time blasting this crap to me. I instantly delete it.

3. Use my name. Please don’t address me as “Hey,” or “Dear MarCom Writer.” My name is right on my blog: Dianna Huff — like the Princess but with two “n’s.”

4. Follow me on Twitter or link to me on LinkedIn. Build a relationship with me. I’ll be much more inclined to read your emails when they arrive. (The links to all of my social media profiles are right here on the blog.)

A PR person who successfully “pitched” me recently mentioned that she loved reading my Visual Thesaurus articles. So yes, sincere flattery does work.

5. And finally, don’t expect me to publish your case studies, new product press releases, etc. Just because you think your company is cool doesn’t mean everyone else does. The fact is, no one cares about your products.

I, however, care about my audience and want to give them good content they can use to help them in their marketing jobs.

I know what it’s like to have to try and get “press” for clients — I’m doing the same thing for my clients.

But one thing I’ve learned from reading other PR flacks’ email pitches to me is this: don’t pitch blindly. Know the blogger and his/her “beat,” follow him or her outside of the blog if possible, and provide real news the blogger’s audience will find of interest.

It takes much more work, but the results are worth it.

Edited to add:

I can get 3 – 5 pitches a day — which is a lot for someone like me. If I don’t respond to you, please don’t email me again. I write this blog out of love, not for money. Hence, my “real job,” working with clients who pay the bills, comes first. This means that it can sometimes take me a a few days (heck weeks) to respond to all the blog pitches I get and then write the actual post.

Thank you!