John Scalzi, a Science Fiction author and blogger, writes on his blog about two pitches he received from people who thought he should advertise their service on his blog.
I would generally speaking recommend that you read it all. But if you are a busy executive pressed for time then here is his (abridged) analysis of why the good pitch works:
- The marketer knows who I am. Or at the very least gives the impression he does: He name-checks the books I've written [...]
- The language is good. This guy is not trying to be the hippest dude in the room, he's just got an idea that he thinks could work out well for the both of us. [...]
- The offer is to be helpful, not to do me a favor. Napster is "willing" to give me money. Tower Records, however, is ready to save my readers a couple of bucks. [...]
- This pitch understands its market. [... B]ecause the guy also seems to have a clue what I do on my site -- I recommend books and music on a constant basis, and I feel reasonably protective of my readers -- he pitches his offer to me on the basis of behaviors I exhibit, and spins the offer to put my readers first.
- This pitch isn't pushy. It knows what it's about -- it is trying to get me to link to Tower, after all -- but it lets the value proposition speak for itself, and the person writing it lets me know that if and when I want to talk to him more about it, he's ready to work with me[...]
In today's internet world where consumers are also producers are also salesfolk this is the only way you can get a pitch to work. You have to personalise the pitch so that it is clear that it is addressed to a single individual not spammed to 5,000,000. This is not a big task, even if you are pitching to 100 or so, it is comparatively easy to visit the websites/blogs pick up a couple of hints from the top content and incorporate them into paragraph 1 of your otherwise standard boilerplate pitch. (Also targeted sales/marketing where you pitch to the right 100 tends to be more successful than untargeting marketing to millions). You also have to make it a win-win-win because the readers of blogs and the like are frequently also the friends, acquaintances etc. of the blogger so if you pitch something that ends up ripping off the blog readers they will let theit (former) friend the blog writer know and he will most likely remove you from his site and blog about what a scumbag you are.
Negative publicity is a BAD BAD thing