Here is a recent pitch I received from a national brand. I am not going to tell you if it’s from the brand or the PR agency. It really doesn’t matter. I just want to make a point.
I’ve taken out some of the details that would identify this email, because I honestly believe the person who sent this pitch is not at fault. It’s clear that this pitch was made by a younger member of the marketing team. The person who needs to be schooled is marketing team leader. Anyone who has been in marketing (of any kind) more than 5 minutes knows this pitch is going to fail.
Hi Michelle,
My name’s _______, I’m working on-behalf of ________ to promote their summer __________. I’m reaching out to you specifically because I think the ______promotion would be of interest to you and your readers, as aspects of each are very relevant to your blog.
Brand X recently launched the summer sales event offering new customers _____________.
(Details about the shameless self promotional summer event go here)
· Twitter and Facebook updates will include contests and give-aways randomly throughout the campaign.
For more info check out our Facebook Fan Page:
Follow us on Twitter:
Thank you for your time. Please contact me if you have any questions. I look forward to speaking with you soon.
Sincerely,
Clueless and Young Marketing Assistant
Here is my reply to this pitch because if no one is going to teach her, I should at least try to clue her in. Yes, I really did sent this email reply.
Dear Clueless Young Marketer,
I appreciate you and your team reaching out to me about my blog. I have worked very hard to build an audience for my blog for the past few years. I am replying to your email because no one on your team has given you the courtesy of educating you about pitching in a win-win fashion.
There are ways to reach out to content developers and journalists in a way that is beneficial to both parties. I hope you will take this email in a positive light, because I am taking the time to show you the right way to pitch in the hope it will help you. See my notes in blue.
My name’s _______, I’m working on-behalf of ________ to promote their summer __________. I’m reaching out to you specifically because I think the ______promotion would be of interest to you and your readers, as aspects of each are very relevant to your blog. (I know you are not reaching out to me specifically because your first paragraph shows me nothing that would reflect that you have read my blog).
Brand X recently launched the summer sales event offering new customers _____________. (Why is this beneficial to the readers of my blog? Why is this event going to enrich the lives of my audience by reading it? I am not trying to be a smart-ass, I am simply asking you this question so you can ask yourself! If you can’t answer the question in a positive way, then perhaps you should not pitch this blogger/journalist).
(Details about the shameless self promotional summer event go here)
· Twitter and Facebook updates will include contests and give-aways randomly throughout the campaign.
For more info check out our Facebook Fan Page:
Follow us on Twitter:
(Re: Twitter and FB Fan Page, why and how is joining your FB page and following you on Twitter going to benefit my readers? How is it going to benefit ME? Using Twitter/FB for the purpose of your corporate event seems only to benefit YOU. It’s noise without a purpose).
Clueless, it’s not your fault. No one ever taught you the right way to pitch because either they don’t know OR they don’t care. It’s too bad because you are subject to many negative reactions from your pitches or no reactions to your pitches. You are set up to fail by your employers. But after you leave your current job, please know that to pitch and communicate with other professionals in a win-win manner, you need to ask yourself three questions:
1)Is this pitch a win-win? Does it benefit both parties?
2)This ad or pr campaign I am pitching–would I pay for it out of my own personal checking account? Do I think it will really work?
3)What is different/unusual about this product/event/service? Do people really need to know about it in a pitch?
If the answer to any of the above questions is NO—–don’t send it.
Clueless marketer, I’ve worked very hard to build an audience and I’ve done it all on my own. If I am going to give PRODUCT X real estate on my blog then I need to know that PRODUCT X will enhance the lives of my readers. Otherwise—why would I do it? Why would I give your company access to an audience I’ve worked so hard to get—-for free—if there is no benefit?
If Product X just wants real estate on my blog, with no benefit to me or my readers, you need to just recommend buying an ad to your client. The lines of communication are open, please contact me with any questions.
Sincerely,
Michelle
PS-If you want to learn the right way to do it, here are some professionals who get it:
PR Mama-Swag is the New Black
Mom101-The Year Shame Died
Chris Brogan – Example of a Great PR Pitch
PR Interactive- 17 Links to Bookmark So You Can Pitch Like a Pro
ProBlogger-How to Use Facebook to Promote Your Blog
Bad Pitch Blog - Read This Blog Daily!
{ 6 comments… read them below or add one }
Michelle, great post. As a PR person, I sigh in disappointment at this letter and the dozens like it we see highlighted on blogs and Twitter every day — kudos to you, though, for taking the time to give the young marketer/PR person constructive criticism. Thank you for not joining the chorus of snark that builds around these clumsy pitch attempts. Pitching is a necessary evil in PR and right or wrong, it’s the fuel that powers the PR/journalism/blogging machine. When it’s done well, nobody knows. When it’s done badly, it’s often held up to ridicule. It’s really hard to get right and even harder to teach. Thanks for being part of the solution in this particular interest. Thanks, too, for the PR Mama shout-out — you’ve put me in illustrious company there, I appreciate it!
Ugh. P.S. to correct my typo — “Thanks for being part of the solution in this particular INSTANCE.”
Eh, I’ve recently had an entire HUGE firm take me off their lists. Why? After getting hundreds of bad pitches from them it’s abundantly clear that they would like a billboard on my site.
Billboard: Free standing and one way.
I work really hard to provide valuable content for my readers. Basically, the rule is, you’ve got bring something to the table, because with two kids and a full life it’s entirely possible I could write for the next twenty years without ever mentioning a brand.
I kinda feel bad for some of the firms, but then I realize that they’re just using bloggers as part of a free marketing campaign, so I stop feeling bad.
Also I like the old style press release attached. They’re very readable and easy to file if ever I needed something to talk about.
I stumbled on this while searching Google. I found the article informative, but I haven’t actually had a chance to continue looking through your blog. I guess I kind of have a question for you. I am a start up and without a budget to pay some firm to do the work for me I do all the aspects myself so I am curious when you say what are you going to do for my readers etc, what does that really mean? I know I sound like a moron! I mean I guess I always thought of PR as always a one way road. – when you write up about a brand/design/etc that pitched you what was the benefit on your end for either you or your readers? I know the brand/design/etc was getting the word out. So what would it be on the other end? I know it seems silly but it just seems like such a huge puzzle to crack. Thanks though for taking the time to read this. Have a fab day!
This for me is one of those “wish I’d said that” posts. I join with Stephanie in complimenting you on taking the trouble to do some education. My guess is that only the most jaundiced of bloggers dislike any kind of pitch but only the most indifferent respond well to these boilerplate – however trickily “personalized” – pitches. I hope the Clueless Young Marketer got value from your response: I certainly did from the post.
Thanks Des. I’ve always thought it was better to look at the good in people, assume they don’t know versus assuming they are jerks. Helps me sleep better at night.