Blogger Outreach Example Template to Use
I’ve been talking about outreach and more specifically blogger outreach a lot in recent months. I’ve done lots of outreach myself as well. Until now the concept has still remained a bit abstract though.
Today I’d like to give you an actual blogger outreach example or rather a template you can use universally just by replacing some place holders.
It’s a first contact “cold outreach” message you can send to someone you haven’t written before.
You need to do your homework first. You have to know the name of the person you contact, their blog title and a what the blogger is actually writing about. Additionally you need to point out a specific post that has caught your eye. Don’t just look up the “about” page. At least skim through the actual blog posts.
Then there is a simple formula for successful outreach messages – it’s what/why/who.
- “What” is the value proposition, for example a product to test
- “Why” is the reason you are approaching the specific blogger
- “Who” is the company and person who does the outreach
The value proposition is the most important factor. It has to be the main focus of the message headline.
A perfect blogger outreach headline sounds as follows:
[Value Proposition] for [Blog Title] (Readers)
“Free Entry to Fashion X Show for Modern Style Readers”
“Modern Style” would be the hypothetical fashion blog you are sending the message to. The “Free Entry” for the “Fashion X Show” I made up as an example is the value proposition. Now you probably understand why you need the “readers” and not just the blog title in the message subject. You don’t want to sound like a bot offering the free entry to the blog itself.
Also it’s better to suggest a freebie for readers instead of bribing the blogger. In many cases you will end up giving the bloggers themselves your freebies but try not to start your conversation by offering money or goods for publicity.
So remember: the value proposition is the most important thing about the outreach email. Do not tell the people what you want to take from them but what you are willing to give them.
Subject: [Value Proposition] for [Blog Title] (Readers)
Hello [Blogger Name]!
when researching [your topic] I have come across your post
It seems you are an expert on [your topic]. That’s why I want to offer you [value proposition] for your [Blog Title] (readers).
We [(Company You Represent)] already help many people with [your topic] so ideally we can join forces.
Sincerely, Your Name
Blogger Outreach & Relations
Company You Represent
Your Phone Number
Your Mail Address
You see that the first message is very short. You don’t want to write a huge overwhelming letter the first time you contact someone. You just want to establish a connection. Now that you have their attention after they reply you can go into more details but still value their time.
Also make sure not to appear as a sales type of person including SEO, marketing and PR and other types of disciplines most people on the Web loath. Just describe yourself in your signature as what you are, an outreach person.
You don’t need to sound lofty like a “blogging relationship management officer” or something.
Just state in a plain and simple manner what you do. Also make sure to mention your actual client both in the message and in the signature so that’s it’s clear that you reach out in the name of someone not just for yourself
Let’s see how that template would look with the hypothetical fashion blog I have introduced earlier:
Subject: Free Entry to Fashion X Show for Modern Style Readers
when researching fashion shows I have come across your post
It seems you are an expert on fashion shows. That’s why I want to offer you free entry to Fashion Show X for your Modern Style readers.
We (Fashionstore.com) already help many people with fashion shows so ideally we can join forces.
Blogger Outreach & Relations
You may ask yourself whether such an outreach email does work. It does, I got lots of replies, I think two thirds of bloggers replied to these highly relevant messages. The rest depends on you. Convincing the bloggers to really publish is not as easy as making them read your email and reply. It’s a good start though.
Make sure to customize this template a bit depending on your needs.
In case everybody starts sending the exact same message it will soon stop working as bloggers will assume it’s some kind of automated scam. Using a template is not a problem as long as you personalize the email properly and know who you are talking to. You don’t need to reinvent the wheel each time.
Additional blogger outreach resources elsewhere:
- The (Previously) Unwritten Rules of Outreach
- 3 Ways to Drastically Improve Outreach for “Big Content” [Case Study]
- 5 Keys to Building a Successful Outreach List for Link Building
- An Outreach Experiment for Paid Links in the Travel Industry
- Dear Rand Fishkin…
- The One Thing Killing Your Blogger Outreach
- How to Get Blogger Reviews [Real Outreach Examples]
- Build Better Blogger Relationships This Valentine’s Day
- Blogger Outreach Software – GroupHigh
- Inkybee — Smarter blogger relations… for the busy PR pro
*Creative Commons image by Tomi Tapio