HOW TO WIN FRIENDS

AND INFLUENCE BLOGGERS

Jonathan Rick

@jrick

PART 1

A CASE STUDY

The Good Exploited the subject line

Made the ask

Provided talking points

Used links

The Bad ✖ Didn’t connect

✖ Pitched rather than talked

✖ Didn’t disclose

“WHO IS

PAYING

FOR

THIS?”

PART 2

MEET THE BLOGGERS

THE NEW YORK YANKEES

1 It’s their job. WHY DO THEY PLAY?

2 They have editors. WHO ARE THEIR COACHES?

1 It’s their job. WHY DO THEY PLAY?

3 Probably not. WILL THEY CORK THEIR BAT?

2 They have editors. WHO ARE THEIR COACHES?

1 It’s their job. WHY DO THEY PLAY?

4 Yes—if you’re a 21-year-old blonde.

WILL THEY SIGN AN AUTOGRAPH?

3 Probably not. WILL THEY CORK THEIR BAT?

2 They have editors. WHO ARE THEIR COACHES?

1 It’s their job. WHY DO THEY PLAY?

NIKKI FINKE

DEADLINE.COM

HEATHER ARMSTRONG

DOOCE

MICHAEL ARRINGTON

TECHCRUNCH

THE TRENTON THUNDER

1 It’s their hobby. WHY DO THEY PLAY?

2 They’re self-coached. WHO ARE THEIR COACHES?

1 It’s their hobby. WHY DO THEY PLAY?

3 Maybe. WILL THEY CORK THEIR BAT?

2 They’re self-coached. WHO ARE THEIR COACHES?

1 It’s their hobby. WHY DO THEY PLAY?

4 Probably. WILL THEY SIGN AN AUTOGRAPH?

3 Maybe. WILL THEY CORK THEIR BAT?

2 They’re self-coached. WHO ARE THEIR COACHES?

1 It’s their hobby. WHY DO THEY PLAY?

PAMELA SORENSON

PAMELA’S PUNCH

MATT MACKOWIAK

POTOMAC FLACKS

AMY MOORE

CLARENDON CULTURE

THE MILLBURN-SHORT HILLS

LITTLE LEAGUE CARDINALS

1 It’s their journal. WHY DO THEY PLAY?

2 They don’t have any. WHO ARE THEIR COACHES?

1 It’s their journal. WHY DO THEY PLAY?

3 “Sure….” WILL THEY CORK THEIR BAT?

2 They don’t have any. WHO ARE THEIR COACHES?

1 It’s their journal. WHY DO THEY PLAY?

4 “I’ll sign two!” WILL THEY SIGN AN AUTOGRAPH?

3 “Sure….” WILL THEY CORK THEIR BAT?

2 They don’t have any. WHO ARE THEIR COACHES?

1 It’s their journal. WHY DO THEY PLAY?

DAVID ALMACY

CAPITAL GIG

TOM G. PALMER

TOMGPALMER.COM

ROBERT BLUEY

BLUEY BLOG

PART 3

DO YOUR RESEARCH

FIND THE RIGHT BLOGS

USE A SUBSCRIPTION

SERVICE

FIND THE RIGHT BLOGS

DO IT YOURSELF

Googling 101 Vary your search terms

Play around with Google News and Google Blogs

Don’t forget about Bing

VERIFY THEIR RELEVANCE

TAG CLOUDS

FERRET OUT THE CONTACT INFO

TIPS FORMS

FERRET OUT THE CONTACT INFO

MASTHEADS

FERRET OUT THE CONTACT INFO

SOCIAL MEDIA

RECYCLE KNOWLEDGE

BLOG ROLLS

RECYCLE KNOWLEDGE

SOCIAL GRAPHS

ASSESS THE BLOG

QUANTITATIVE DATA

ASSESS THE BLOG

QUALITATIVE DATA

Qualitative Data Quality of writing

Reputation

Awards

Advertisers

Search engine optimization

SWING FOR THE FENCES?

INFLUENCERS VS. ENTHUSIASTS

PART 4

PERFECT YOUR PITCH

WRITE AS IF YOUR EMAIL

WILL BE PUBLISHED

I came across your Web site JonathanRick.com, and would like to propose a link exchange between your site and EnduranceWarrantyServices.com. Endurance Warranty Services is the leader in extended auto warranties serving car warranties, truck warranties, and all types of extended auto warranties … Let us know when our link is placed and we will post your link in the proper category of the “Resources” page listed here.

—Endurance Warranty Services

CONNECT & FLATTER

Rob: Hello. I hope you’re well. I just wanted to drop you a line and introduce myself. I’m a blogger myself (I contribute to Confirm Them and Human Events’ blogs among others), but for my day job—I do online public affairs for Wal-Mart, working with Mike Krempasky who runs Redstate.com. Just wanted you to know that your post taking notice of “Why Wal-Mart Works” was noticed here and at [Wal-Mart’s] headquarters in Bentonville.

—Marshall Manson

MAKE YOUR PITCH

Hi Danny, I’m working with Aaron Strout and Greg Verdino from Powered, Inc. on Greg’s new book, microMARKETING: Get Big Results by Thinking and Acting Small, and they thought that you would be a perfect fit to do one of the chapter-by-chapter reviews. Because of your experience using the Internet and new media to raise money, in addition to your work with large companies like IBM, FedEx, and RIM, Chapter 7, “From Reach to Relationships: Activating the Many by Resonating with the Right Few,” seemed like it would resonate well with your audience.

—Alexandria Kirsch

EXUDE ENTHUSIASM

Jim Beam is spending its budget this year marketing people who exhibit the brand persona, not the brand itself. We’ve found an initial group of people who exhibit true character, integrity, perseverance through struggle, etc, and we’re helping them because it’s the right thing to do. We’re walking the talk. One such subject is even a comedy troupe you might enjoy called Summer of Tears. Good videos.

—Jason Falls

DON’T “PITCH”—TALK

I've had it. I get more than 300 emails a day and my problem isn't spam, it's PR people. Lazy flacks send press releases to the Editor in Chief of Wired because they can't be bothered to find out who on my staff, if anyone, might actually be interested in what they're pitching … I only want two kinds of email: those from people I know, and those from people who have taken the time to find out what I'm interested in and composed a note meant to appeal to that (I love those emails; indeed, that's why my email address is public). Everything else gets banned on first abuse.

—Chris Anderson

BE BRIEF

I’m looking forward to continuing to send little nuggets your way. And, as always, we want this to be a conversation. So your questions, suggestions and rants are always welcome and encouraged.

—Marshall Manson

MAKE THE ASK

The blogger who writes the best cover story about the launch of ArticleMe.com will win $3,000 in the ArticleMe launch contest.

—ArticleMe.com

EXPLOIT THE SUBJECT LINE

Remember 9/11. Participate in the Freedom Walk

How are you commemorating September 11th?

[Blog Name] and the Freedom Walk

INVITE: The Freedom Walk

PRACTICE FULL DISCLOSURE

Hey, it’s Seth the Blogger Guy with AT&T. I’m here to talk a little about our network, where it stands now, and a bit about where it’s going.

—Seth Bloom

Let’s Continue the Conversation

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