5 steps to a better relationship with an influencer

Want to pitch one of your industry’s leading voices? Don’t just blast an e-mail, build a relationship with that person. Here’s how.

For instance, “Find out what interests the influencer or blogger and then pitch them that.”

Is that it? Sure feels like it’s missing a few steps. Where’s the specific advice?

Glad you asked. Here you go.

1. Leave comments on blog posts. Here’s something to keep in mind: Most bloggers read all of their comments, but they rarely read all of their e-mails. A blog comment adheres to my first two principles of engagement: Acknowledge the influencer and then offer a compliment or open a debate.

With that simple understanding, you can put yourself in front of bloggers simply by leaving a comment on an article they wrote. Do this a few times and they’ll remember your name. At that point you can follow up with a personal e-mail that will probably be read.

This “always reading comments” theory also works with tweets.

2. Send customized mass-mailed emails. Yes, customized mass e-mails can be done. Not only do they look personalized. They are personalized. You’re just merging the activities of mass e-mailing and personalized messages in a far more efficient manner.

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