Is there really a science to it?
I actually don’t recommend using ready-to-go scripts. As a blogger, somehow you can always feel when someone’s pitching you cold with a generic copy&paste template.
It’s a lot of work, but I recommend you write individual emails. It’s worth the effort.
However, a little structure is often a good idea:
Blogger Outreach Email Components
I have this simple little checklist for when I write blogger outreach emails. I don’t use it to be sly or in any way to automate my writing, but I use it rather to make sure I don’t miss any essential parts.
These are the components I strive to include:
Honesty — I make sure to express honesty. Saying something nice about another person’s work is the polite thing to do and if I can’t think of anything honest to say, then I really shouldn’t be pitching that particular blogger anyway.
Purpose — I try to state my purpose in one sentence pretty early on. No superlatives here — I try to keep it plain and descriptive.
Incentive — What’s in it for the blogger? This is the most crucial part, but strangely also the most often forgotten one. I make sure to be clear about the details here.
Recognition — There’s a reason why I’m contacting the blogger, we both know that. Therefore I think it’s important that I, who initiated the contact, also acknowledges the blogger.
Call-To-Action — Many try to “soft sell”, hoping that the blogger will know what to do without it being stated clearly. As if that would make the pitch less “salesy”? No, I try to be clear about what I’m asking.
Blogger Outreach Email Example
This is a made-up example of how I would pitch a blogger writing about interior design:
If you include these five elements, and you strive to keep each element to one sentence (or two shorter ones), you should be able the cover the basics.
Some believe in writing even shorter pitch emails, but I think you might running a risk coming off as way too blasé if you take that approach to far.
These elements can come in any order, see for example this follow-up email example:
Blogger Outreach Follow-Up Example
Here’s another made-up example of how I would do a follow-up outreach to the same blogger:
I try to stay true to my personal tonality and pitching style. I don’t try to imitate certain personas, or write as if I were younger or older than I really am, simply because I think it’s important pitch with integrity.
However, I do mix it up quite a bit on the scale between formal and informal. In some cases I’m simply “all business” and in other cases a lot more personal — depending on the context.