‘dear blogger’ is wrong approach |
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September 6th, 2007 -- by Joel Cheesman
As blogging evolves - hell, they’re officially considered real media now - the desire for companies to tap into this readership grows. No shame in that. It’s the way a lot of communications departments do it that sucks.
I got an email today that started with “Dear Blogger.” This might work with the Associated Press, but it’s folly to believe it’s effective with bloggers. Bloggers are people. And for the same reasons you shouldn’t send a marketing e-mail with “Dear Valued Customer,” you shouldn’t contact bloggers in a similar fashion.
You’d be far better off building relationships with a few popular writers and sending them customized messages about your news item. Things like exclusives and first-runs are particularly effective in getting copy (and backlinks). Broadcasting news in hopes of getting a ton of regurgitation in the blogosphere isn’t reality. Relationships are.
