1. Think about your target audience. Who do you want to reach? If your business is UK wide, you might have a wide group of bloggers to contact. If you only want to reach mums in a certain locale, your list will be shorter.
2. Is your business right for each blog? A blanket approach will lose you good will: a mum to teenagers won’t be interested in blogging about baby gear. Make a short list of bloggers with interests that overlap what you offer.
3. What’s in it for them. ‘Here’s some stuff, please write about it’ could sum up the way many PRs approach bloggers, but you need to be smarter than that. Think honestly: is offering a product for review tempting enough? Offering chocolate to a blogger who regularly writes about her love of chocolate might be spot on: ask her to review a lawnmower and she may turn you down flat. If she’s posted about how hard she finds staying on top of the garden, that’s another matter!
4. Approach with caution! Dear xxx, I’ve read your blog and particularly liked the [insert latest article you’ve written] … I’ve had that approach too many times. To engage with me, to increase the chance of me getting back to you, engage with my blog. Leave a comment, come back and read it on a number of occasions: if you think we have something to offer each other, start to develop a relationship.
5. Make it easy. If I need a sample, send it promptly. If you have images, let me know. The easier you make it, the more likely I am to write something, it’s that simple.