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BUILDING MEMORABLE EXPERIENCES

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• Blogger outreach tends to focus on only identifying and

engaging top-25 influential bloggers

• Out of those 25, maybe 3 will cover your story over the course

of a campaign

• We collect every blogger who has ever had a thematic interest

in our customers

• We collect them all – all of them – into a "universe" – a list

• We reach out to each and every one of them – no fewer than

2,000 but often 5,000 – via email

• But then that’s where the work starts

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• The initial blast is akin to speed-dating

• Most good pitches don’t require a personal relationship

• Success depends on five things:

1. Freshness & quality of the list collected

2. Generosity of the “gift” being offered in the pitch

3. The ability of the email to reach the inbox

4. The charm & responsiveness of the responders

5. Following up twice after the initial email outreach 10

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Internet rule #34 - If it exists there IS porn of it

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