I know I have mentioned before about how all the traditional marketing rules don’t apply in blogging. Many, if not most, marketers don’t get it. Hey, don’t get defensive. The fact that you read my blog means you get blogging and you’re exceptionally good looking and well-liked to boot. I swear.
Lately, I have noticed companies using PR or marketing firms to raise awareness for their products by contacting bloggers through their blogs. The e-mail reads a little like a press release with a line here or there suggesting that you might want to blog about this (“work the word ‘blog” into your e-mail template, Charles”). Thankfully, they skip the faux-flattery about being a reader of your blog. They wouldn’t want to have to prove it by showing any glimmer of recognition about your content. You can’t be flattered. They sent the same mail to everyone that came up in their Technorati search. They have no concept of the marketing fluff generated by a public blog where anyone can contact you. Ah, the crap I get. They don’t get it. They are the blogosphere equivalent of the rapping granny: AWKWARD!
If their lacking understanding of the blogosphere weren’t enough to keep them from doing this, you would think their understanding of PR dynamics would.
I will generally blog about products that I actually use. So approaching me about some product I’ve never used (or even heard of, in most cases) makes zero sense to me. What’s the buzz value in having some random blogger (albeit, one with an audience you are obviously interested in), blog about your product that you spent time pitching to them but they have never used? I don’t do flackery. If I use it and like it, I’ll talk about it. If you want me to use it, build it for me and give me access to it (for free, because I don’t pay full price and I don’t pay at all unless I know it’s going to provide some value). Seriously, just shoot my trial password over to me in e-mail and quit wasting my time with the marketing pitch. Then you’ve got a chance of getting my attention. Understand what could make me WANT to talk about it. You sending me an e-mail and pitching it to me is not a reason for me to blog about it. If I wanted to provide advertising, I’d charge for it.
Whatever you do, do not, under any circumstances, have your PR firm contact me about it. Are you kidding me?