How Not to Influence People
// 12.2.06 // Filed under: Thriving
Smart marketing and public relations professionals realize the power of the blogger. Many people would buy a product at the recommendation of their favorite blogger over the recommendation of any “expert” or celebrity. What’s shocking to me is how many marketing professionals don’t understand how to make a pitch. Here are some excerpts from emails I’ve received:
“Another thing, since I am an early adopter of [web address removed to protect the innocent] community groups (part of their group leadership program), I can try to tap their sponsorship for an advertorial or an informative guest article specifically women related topics on your blog. Let me know if something like this is possible. Really speaking, at this point, even a small blurb on your blog will be quite helpful to get word out about this community group.”
Wow. I don’t even understand what that means. That final sentence sounds a bit like begging. If you want to promote a product, tell me that the product is so fantastic that you’re SURE I’ll want to write an entire post about it! This pitch didn’t even get me to look at their web site.
“My sources say you are the premier source when it comes critiquing children’s products.”
OK, um… ? Just a tiny bit of research would be good. I don’t think I’ve ever critiqued a children’s product on my blog.
Public relations professionals want to reach as many potential customers as possible. But unless that audience is targeted, their time is wasted. I’d be happy to spread the word about products that I believe my readers would enjoy. But marketing dudes – please – take the time to read a post or two on my blog before sending me that email pitch.
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Really speaking, at this point, that first emailer can’t even write probably. Now I must get back to informing more people about how you are the premier source for critiquing children’s products.
I haven’t seen marketing that bad in a long time. The sad thing is, it happens more than it one would think.
If these people would just realize that the only thing any customer wants to know is “What’s In It for Me”?
And for Heaven’s sake… proof read!
A couple of years ago I had to rely on a tool I use used in my PR job. Only this time it was from the other side of the fence. Instead of combing the inquires of writer’s begging for pitches, I had to weed through pitches to find the right expert for a piece I was writing.
The pitches? Holy cow. There were some that made me want to cry. If my boss had ever caught me sending some of that garbage out to an editor or writer, he’d have fired me on the spot. On. The. Spot.
That said, as a marketer, it’s always good to sit (or hear directly from) the other side once and a while. Reminds you to stay focused and on your toes.