Obviously, Guest Posting + PR is an important part of our strategy at Ginger Marketing, being one of our primary services. Slowly but surely we are starting to increase the amount of time spent marketing our business, but it's tough to carve out the time! Even we have difficulties - and we have everything set up and in place to execute!
Recently I've been trying one tactic which has worked pretty well. It is SUPER simple and takes only a few minutes every day. That is if you follow the basic rules about how to execute the tactic effectively.
And today I'm going to explain what this tactic is AND the basic rules you need to follow in order to execute it effectively.
Please, please, please, read down to the end of the post. Don't just read the tactic and go "Right - that’s it!" and launch into execution without at least trying to understand the nuances.
Very likely you will already know this, you will probably have read every piece of advice I am about to give.
BUT, until you have actually implemented it correctly, to land your company a premium PR placement like we did for The Telegraph, maybe there is something you are missing. I am pretty sure if you are pitching and pitching, and pitching and pitching, and not getting anywhere then I know what the reason is.
And I'm going to explain exactly what is going wrong and how you need to start changing your behaviour to get results.
The reason I am pretty sure I know the reason is because I see people doing it all the time.
In fact, very recently I found an ‘hourlie’ on People Per Hour where someone was selling a pitch template - and even their pitch template had this error. It had been sold hundreds of times, with this error.
Another fact, last week I made the error myself and had to adjust, correct and send the pitch out again.
So, if there is a voice saying - "I know this", "boring", "I don't have time", kindly tell it: “Thanks for popping by and sharing, this is only going to take a few minutes, let’s pay attention and see if we can get this and land our business an epic mention on a premium site.”
P.S. Before I go further, we do not currently offer premium mentions or premium PR (I keep getting enquiries). We offer a mid-level, niche guest posting service which is extremely valuable for your SEO strategy, growing community and brand presence in your niche.
So let's get going.
The tactic I used to land a mention on the Telegraph was answering a #journorequest on twitter.
If you don't follow it already then there is a great hashtag on Twitter called #journorequest where journalists, and also bloggers, tweet out for comments on features they are writing.
There is also a free tool you can sign up to called; Journorequests which collates all of these requests into a handy email so you can just scan through and reply.
Pretty simple right?
You are probably thinking “It can't be that easy?”.
Which is exactly what I thought when I tested it out. I figured, I'll sign up, for the next 2 weeks I'll answer requests and I'll see if we get anywhere. As a rule, I tend to test lots of new tactics and then shelve or keep, depending on results.
#journorequest is a keeper.
So, hopefully, by now, I've convinced you to sign up for the tool or follow the hashtag.
Let's get into how you are going to make it work for your business.
1. Get your sales head on
itching is like selling. You are selling your story to the journalist. When you are selling something to a client what is the first thing you think about? I'll bet you think “What does this person want that I can help them with?”. Or at least that is what you should be thinking.
The trick to selling is aligning what you have with what they want.
Are you with me?
Spend at least one minute reading and thinking about what this person wants before you even think about what you can give them. In sales - the person you are selling to is more important than you. Get that trick right and you are golden.
The problem is, we have a major egocentric issue in our society. Most people are just waiting for everyone else to be quiet so they can speak, this won’t get you anywhere. Read, listen and really think about what this journalist wants and is asking for.
2. Get to the point quickly
There is a MASSIVE difference between writing an educational post like this one, and pitching/selling yourself. When you write a post like this you have to take your reader on a journey, hold them by the hand and lead them to a realisation or a knowing - that's the goal. It's a slower process, the message takes time to unfold because the goal is to educate.
BUT, when you are pitching to #journorequest all you have to do is prove in 140 characters you have what they need. Your goal is to sell. So, get to the fricking point! Just tell them plainly, this is what I can add to your feature. Don't dress it up, don't start talking about your gazillion awards, just tell them what you can offer.
3. Pack your pitch with juice
Just look at how succinct the pitches are with this hashtag and look at how much juice is being packed into the responses. The good thing about Twitter is you have a limited character count which gets rid of waste. The best pitchers give a large amount of information in a short number of words. This gives the journalist everything they need to understand if you are a fit for their piece. If you are a fit they will contact you to get more information, at which point you can start to expand and go into depth.
In summary, read what the journalist is asking for - think about it for at least a minute. Then think "How can I add value to this piece?”. Then sell the journalist that value in a short tweet which
Gets to the point
Packs a lot of juice
Practice makes perfect, so get out there and start pitching!
If you have any more tips we’d love it if you could share in the comments below. What has worked for you?
Written by Cheryl A Clarke Chief Happiness Officer & Director Of Ginger Marketing (unless stated otherwise)