If Kobe gets open for a shot, should he yell “Pass me the ball!”? No…he needs to make the ball handler aware of the opportunity so that he can decide what to do. As lame as that sounded, same goes for reaching out to a blogger.
Chances are the blogger knows that you’re pitching them before they even open the email. Bloggers are used to receiving pitches and the experienced ones know exactly what they expect in a good pitch. Ultimately they know that you’re emailing them because you’d like them to write a post about your company or product. One thing bloggers definitely don’t like is being told what to blog about.
Depending on the situation, it might be good to come right out and just ask the blogger to write a post; but sometimes it’s best not to ask for anything at all. If you’ve done your job correctly, you’re pitching this blogger because you already know that their readers would be interested in whatever it is you’re pitching. If this is true, the blogger will want to write a post about it regardless of whether or not you ask them to. Describe your product and explain how it might be valuable to their audience. If they don’t want to write an entire post about it, they may be interested in sharing it within another post or sharing it elsewhere. There are a number of opportunities.
If you describe your product and then end the email asking them to write a post about it, they may just decide it’s not worthy of a post and move on. You’re only focusing on one option. They’ll be much more receptive to an email that aims to do nothing more than share information about a valuable product, and that doesn’t push them to do anything. Bloggers love to share and if it really is valuable, the request isn’t necessary…they WILL share. (Just like if Kobe is open, they WILL pass)
Do you agree?