Good pitch or bad, it creates value (Just ask Scott)

Scott Verdino posts on an interesting subject, namely botched blogger outreach attempts. And Sean Howard posted on one before that. I'm seeing a lot more of these posts and it leads me to one (or more) of the following conclusions:

a. Companies aren't sure how best to talk with bloggers. Hey, it's a new medium. Sure, it feels old hat to those of us who have been in the conversation for more than six months but it's new to most. But bloggers are just people, so when you're pitching to bloggers just remember they're people and the convo can flow from there (and knowing we're people relieves a lot of pitch pressure).

b. Companies are still using the "intern approach" in reaching-out to bloggers (the "intern approach" being a form letter where you either don't address the blogger by name or, in Scott's case, address them by the wrong name). This one boggles my mind. Why? Because bloggers don't have to go through fact-check departments and managers. Nope, they simply hit "publish". And that "ease of communication" means it's even more important that the message is correctly conveyed since it can be published in a New York Minute. So while you may not be able to put the CMO on these pitches, task it to someone who has more experience. Otherwise it's not fair to the blogger (or the poor intern). Want proof? Go to Craig's List and see how many ads there are calling for "interns needed to manage our blogs and blogger pitches"...it's astounding.

c. We marketers are an extra tough sell because, well, because we're marketers. Maybe we're just extra tough because we're in this field. But since marketing is all about knowing one's audience, doesn't it make sense that companies would know they need to have all their ducks in a row when approaching marketing bloggers?

d. Mistakes happen. Hey, who hasn't made a mistake in pitching something to someone? Surely I'm not without sin...but the thing is, I see botched blogging outreach attempts documented all over this community. Maybe only the bad pitches make for compelling posts?

e. Marketers are not asking the value question (the question of value for "them"). The most basic of basic marketing principles would cure these outreach woes: simply create value for the party that you're pitching. Whenever I'm going after new business I always give a few free ideas so that the communication itself creates value for the prospect. It just comes natural to me because I was taught not to pass go nor collect my $200 bounty before creating that value.

Here are some recent examples from just the last ten days and I'm intentionally omitting the names of the organizations because this is meant to be a learning lesson. One social-networking site wanted me to upload my bookmarks to them as part of their beta test and, in return, I would receive t-shirts and pins that promoted them. I still can't wrap my head around the value I receive in giving them free content and moreover, in return for that content using my person to advertise for them.

After I posted on Trojan's new "evolution" ad campaign (the clever one that uses the metaphor of pigs to get humans to "evolve" to safer sex practices), the PR agency of one of Trojan's competitors spotted my post (kudos for listening!). Problem is, they sent me a "top ten" list on animals and their mating habits (um, no kudos!). No, it wasn't SPAM as I had a short email convo with the PR rep to confirm it was a serious strategy.

That did not create value for me as while I'll post on clever marketing campaigns I would never be inclined to post on the mating habits of animals. But from a marketing standpoint? This type of piggybacking attempt only calls more attention to the original ad instead of to their competitor, unless they're targeting animals with their products (which I have confirmed they're not).

What's most ironic? If the good pitch doesn't succeed at creating value, the bad pitch will...it creates content for the blogger to post on their bad experience (Just Ask Scott). Net/net: All marketers really need do in these pitches is to ask and assess "How can I create value for them?"

Yup, it really is that simple.

PS: Being I like to work to help newbies, I created a post of guidelines back in April so that I can reply to these bad pitches with a URL that clearly outlays what I see as good pitch practices (and what works for my little blog). It's meant to help them as much as help you fine folks from getting pummeled with bad pitches. While many haven't responded to me after I sent them to the post...several have responded to me and thanked me for showing them the ropes (you're welcome ;-). Maybe the strategy will work for you folks, too.

Comments

[Mike]

I get contacted by "interns" almost daily, with a pitch for how I can do great things for them, their product, service or company.

NEVER do they bundle their "offer" with something for me.

Do they find these "interns" straight out of college marketing classes or do they grab people from off the street and turn them into "interns".

I'm going to have to steal your guidelines and send them to all the goofballs who email me, as I'm tiring or writing a dissertation each time on the ways to include WIIFM.

Thanks for continuing to try and alleviate the pain we all feel.

[CK]

@Mike: I'm sorry you're getting hit left, right and center. My inbox is hurting, too. Sometimes I see marketers who get it right and I always thank them. And when I see wrong I do my best to send them to the post, in hopes they'll learn. I'm confounded that they put so many interns against the process--it's actually a BOLD sign on how little they respect bloggers.

Sadly, I had a prospect (a fortune 100 company) say to me "oh we just stick interns against the pitches" and I nearly lost it. (OK I did lose it). And they wonder why their WOM efforts aren't netting ROI. What's worse? I fear they're making enemies.

[Greg (er, Scott) Verdino]

Great post, as usual, CK. It's chock full of good pointers for marketers who care to pay enough attention to get it right. G

[Neil Vineberg]

I am a PR guy who shares information about my clients with esteemed and influential bloggers. Each outbound communication is a conversation and I think that's how PR people need to approach it. I'm usually introducing a service or product, and inviting a blogger to speak with my client rep to learn more.

For these invitations to work, the pitch letter needs to short, sweet and to the point. Make the case, and explain the value proposition for the blogger, for his/her audience, and ultimately for the marketplace. If it's a smart proposition, and a win-win-win, you might set up a meeting or phone briefing.

Last week I contacted and met several bloggers on behalf of my client, Jaiku, the Finnish microblogging community. Among those graciously accepting my invite were Robert Scoble, Liz Gannes (Om Malik's blog), and Rafe Needleman (CNET Webware), among many others. We had terrific discussions, and most of the bloggers and reporters posted stories. Because for most, there was value at the end of the conversation with the client.

Scoble brought along his video camera and shot a 39 minute Q&A for his Podtech network. He later blogged about Jaiku and included my photo in his blog. I took that as a kind gesture and compliment; PR people are routinely trounced for lame blogger relations. Robert Scoble is a class act and it's no surprise that his blog is among the most popular reads for many in the tech world.

We are all learning how to communicate and support each other. Bloggers want to know what's new, and PR people and their clients often can share that information.

In the end, it's all a conversation. And conversations shape markets. So PR people: listen up and do your homework. Think smart and add value. Then you can earn relationships with bloggers who will welcome and read your emails.

[CK]

@Greg (er, Scott): Thanks much, glad your not-so-great experience inspired this post...and yes, those who pay attention are those who will succeed (and make friends not foes). I've had a handful of marketers email me today to thank me as they used this post to help convince their clients or bosses to take far better care of their communications with these amazing communities. So thanks be going to you.

@Neil: Ah, you set a great model. Much gratitude. It's important that PR pros like you are in this space and contributing to it--you understand the value of these advancing convos and relationships...and just how to advise others to best care for them. I have really taken to this line of yours "conversations shape markets". Amazing how basic things--like having a conversation (not a pitch) and adding value (not just looking out for one-sided value) net great ROI. I see these as such simple practices that it baffles the marketer and person in me as to why they're not followed more. Keep spreading the word as people are listening. And congrats on the tremendous coverage you well deserve ;-).

[Sean Howard]

Hey CK,

Missing you up here in the mini-apple. ;)

Aren't these guys located in NY city? Can't you go knock on their door and ask them to stop for us?? Or try to understand why they are being so slimy???

I'm so torn. I want to shake them until they see the light and also feel that this is not the kindest of approaches...