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How to Get a Blogger to Promote Your Product

How to Get a Blogger to Promote Your Product

You have a product or service to promote. You’ve heard great things about “conversational marketing”, “viral marketing”, and the like. On the surface, it seems easy: identify a few big bloggers, schmooze with them a little, and wait for the flood of sales as your chosen bloggers start talking up your product.

It’s a good idea. So good that thousands marketrs and PR folks have been deluging bloggers from the Technorati Top 100 on down with press releases, insulting emails, even bullying tactics to get them to promote their products. So good that Lifehacker’s Gina Trapani posted a list of PR spammers and blocked emails from their domains. So good that the best way to get bad PR from bloggers these days is to try to get good PR from them.

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What went wrong?

One reason this wonderful idea isn’t working the way it was expected to is that while bloggers have something pretty valuable to offer marketers, marketers so far have had little to offer in return. Likewise, while it costs marketers little to reach out to bloggers, it can potentially cost bloggers quite a bit in terms of lost integrity and lost audiences. Offering a blogger your product for free seems nice, but a blogger can quickly lose their readers’ goodwill if they’re perceived as a shill for some company.

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Another reason marketers have had a hard time connecting with bloggers has to do with control. Bloggers are, as a rule, a pretty independent bunch. They often feel used when marketers approach them, out of the blue, and ask them to promote their product or service. And bloggers don’t like being used. Most popular bloggers are strong writers and good marketers; they could easily be working in the media, in advertising, or indeed in public relations or marketing if they wanted to (or were able to) sacrifice their independence.

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But all is not lost…

Reaching out to bloggers is still a good idea, though. Good bloggers have a special kind of rapport with their audiences, and are pretty adept at getting near the top of search engine result pages. Which means that a few kind words about your product on the right kind of blog can have a lot of life — piquing the interest of their regulars and turning up again and again in search results.

The trick is to treat bloggers with respect, both for them as people and for their relationship with their audience. Which means rather than the drive-by pitching that has characterized most efforts to reach bloggers so far, you need to think in terms of building long-term relationships with bloggers.

A few pointers

  • Do your research. Instead of spamming hundreds or thousands of blogs with pitches for your product, identify a handful of bloggers whose audiences will find the most value in your product. Show respect by learning something about the blogger — we make it very easy!
  • Take them seriously. Bloggers fight an uphill battle for legitimacy. You can show a great deal of respect by recognizing both the hard work and the talent that goes into creating a successful blog.
  • Explain yourself. Show that you’ve done your homework by explaining clearly what your product has to offer a blogger’s audience and how you think you can work together.
  • No strings. If you’d like a blogger to have a look at your product, make it absolutely clear that you don’t expect a positive review. Show your respect for the blogger by allowing him or her to make up their own mind about a product and to explain their opinion to their readers in their own way. Asking a blogger to lie for you is the quickest way to a) lose their interest, or worse, b) pan your product mercilessly.
  • Offer gifts, not bribes. This follows from “no strings”, but often marketers want to send t-shirts, pens, or other schwag to bloggers they work with. Nothing wrong with that, but again, make sure you’re not offering goods in return for positive reviews. Offer a gift as a thank you for a blogger’s time and consideration.
  • Do the groundwork. Treat a blog just like any media outlet — provide the blogger with everything she or he needs to properly evaluate your product or service.
  • Follow through. Keep in contact after a blogger has written about your product. Send them a thank you note, a testimonial, figures showing any impact their work might have had on your sales. Link to them from your site. Remember that a lot of blogs are businesses, and a lot of bloggers do related work as their day jobs — knowing their writing helped you increase sales 43% can help them sell ad space, gain new clients for their freelance business, or benefit them in other ways.
  • Ask for private feedback, too. A lot of bloggers will write a selective review of your product geared towards their readerships, while holding a separate personal view of the product. SHow your respect for them as an individual by asking if there’s anything they’d like to say that they chose not to include in their review.
  • Take your lumps graciously. Don’t attack bloggers who pan your product or service; if you’ve done your research and selected appropriate bloggers to pitch to, they’re disinterest in your product is probably a very important piece of information for you! Thank them for their time and move on — don’t, under any condition, “go after” them!

Remember, with rare exceptions, bloggers don’t make a lot of money blogging, and so their audience and their standing in the blogging community are their main rewards. Approaching them with respect for their position and their needs will gain you a lot of respect in return, and you may well find that the blogs you maintain relationships with have become a central part of your marketing strategy — and a set of important relationships in and of themselves.

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Last Updated on August 7, 2018

10 Famous Failures to Success Stories That Will Inspire You to Carry On

10 Famous Failures to Success Stories That Will Inspire You to Carry On

Failure occurs everyday, in school, jobs, housework, and within families. It is unavoidable, irritating and causes pessimism.

While the thought of flinging your hands in the air and walking away is all too appealing, take a second to connect with the people who have been there and survived.

Here are 10 famous failures to success stories around the world that will inspire you to keep going and achieve greatness:

1. J.K. Rowling

J.K.-Rowling

    During a Harvard commencement speech, Harry Potter author J.K. Rowling outlined the importance and value of failure.[1]

    Why? Simply because she was once a failure too.

    A few short years after her graduation from college, her worst nightmares were realized. In her words,

    “I had failed on an epic scale. An exceptionally short-lived marriage had imploded, and I was jobless, a lone parent, and as poor as it is possible to be in modern Britain, without being homeless. The fears that my parents had had for me, and that I had had for myself, had both come to pass, and by every usual standard, I was the biggest failure I knew.”

    Coming out of this failure stronger and more determined was the key to her success.

    2. Steve Jobs

    steve-jobs-31

      The now revolutionary Apple started off with two men in a garage. Years later we all know it as a $2 billion company with over 4000 employees.

      Yet, almost unbelievably, Steve Jobs was fired from the very company he began.

      The dismissal made him realize that his passion for his work exceeded the disappointment of failure. Further ventures such as NeXT and Pixar eventually led Jobs back to the CEO position at AppleJobs said in 2005:

      “I didn’t see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me.”

      Lost your job today? Keep kicking and you could be just like this guy!

      3. Bill Gates
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        Bill Gates was a Harvard dropout. He co-owned a business called Traf-O-Data, which was a true failure.[2]

        However, skill and a passion for computer programming turned this failure into the pioneer of famous software company Microsoft, and the then 31-year-old into the world’s youngest self-made billionaire.

        In his own words:

        “It’s fine to celebrate success but it is more important to heed the lessons of failure.”

        This isn’t to say that dropping out of Harvard will make you into a billionaire, but maybe that shiny degree isn’t worth as much as the drive and passion to succeed.

        4. Albert Einstein
        0

          The word ‘Einstein’ is associated with intelligence and synonymous with genius. Yet it is a famous fact that the pioneer of the theory of general relativity, Albert Einstein himself, could not speak fluently until the age of nine. His rebellious nature led to expulsion from school, and he was refused admittance to the Zurich Polytechnic School.

          His earlier setbacks did not stop him from winning the Nobel Prize in Physics in 1921. After all, he believed that:

          “Success is failure in progress.”

          To this day, his research has influenced various aspects of life including culture, religion, art, and even late night TV.

          Just because you haven’t achieved anything great yet, doesn’t mean you can’t be an Einstein yourself.

          5. Abraham Lincoln

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            Failing in business in 1831, suffering a nervous breakdown in 1836, defeated in his run for president in 1856, Abraham Lincoln was no stranger to rejection and failure. Rather than taking these signs as a motivation for surrender, he refused to stop trying his best.

            In this great man’s words:

            “My great concern is not whether you have failed, but whether you are content with your failure.”

            Lincoln was elected in 1861 as the 16th President of the United States of America.

            The amount of rejection you receive is not a defining factor. Success is still within your reach.

            6. Michael Jordan

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              “I’ve missed more than 9000 shots in my career. I’ve lost almost 300 games. 26 times, I’ve been trusted to take the game winning shot and missed. I’ve failed over and over and over again in my life. And that is why I succeed.”

              This quote by retired basketball legend Michael Jordan in a Nike advertisement speaks for itself.

              It would be an easy misconception that Jordan’s basketball skills revolve around natural talent. In fact, in his earlier years,  basketball coaches had trouble looking past the fact that Jordan didn’t reach the minimum height. It was years of effort, practice, and failure that made the star we know today.

              7. Steven Spielberg

              217307-steven-spielberg

                Regarded as one of the most influential filmmakers of all time, Steven Spielberg is a familiar household name. It is surprising to realize therefore that the genius behind Jaws and E.T. had poor grades in high school, getting him rejected from the University of Southern California three times.

                While he was in college, he caught the eye of executives at Universal, who signed him as a television director in 1969. This meant that he would not finish his college degree for another 33 years.

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                Perseverance and acceptance of failure is the key to success, after all.

                “Even though I get older, what I do never gets old, and that’s what I think keeps me hungry.”

                Bad grades in high school aside, there is no questioning the genius involved.

                To date, Spielberg has directed 51 films and has been awarded three Oscars.

                8. Walt Disney

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                  Mickey Mouse creator Walt Disney dropped out of school at a young age in a failed attempt at joining the army.[3] One of his earlier ventures, Laugh-o-Gram Studios, went bankrupt due to his lack of ability to run a successful business. He was once fired from a Missouri newspaper for “not being creative enough.”

                  Yet today, The genius behind Disney studios is responsible for generations of childhood memories and dreams. From Snow White to Frozen, Disney will continue to entertain the world for generations to come.

                  The logic behind this is simple:

                  “We don’t look backwards for very long. We keep moving forward, opening up new doors, and doing new things, because we’re curious… and curiosity keeps leading us down new paths.”

                  9. Vincent Van Gogh
                  vincent_van_gogh

                    During his lifetime, Vincent Van Gogh suffered mental illness, failed relationships, and committed suicide at the age of 37.

                    He only ever sold one painting in his life, pinning him a failure as an artist. However that did not put a damper on his enthusiasm and passion for art.

                    He would never know that years and years after his death he would become known as a key figure in the world of post-impressionism, and ultimately, one of the greatest artist that ever lived.

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                    He would never know that he became a hot topic in art classes and his image was going to be used in TV, books and other forms of popular culture.

                    In the words of this great, but tragic man:

                    “If you hear a voice within you say ‘you cannot paint,’ then by all means paint, and that voice will be silenced.”

                    10. Stephen King

                    01-Stephen-King-Rags-to-Riches-Celebs-1

                      As a paranoid, troubled child, tormented by nightmares and raised in poverty, it is no surprise that Stephen King grew up to the title: “Master of Horror”.[4]

                      An addiction to drugs and alcohol were his mechanisms to cope with the unhappiness he felt with his life. The frustration he felt towards multiple rejections by publishers in combination with illicit substances caused him to mentally contemplate violence towards his own children.

                      These intense emotions were those that he focused onto his writing. And that’s why he said:

                      “We make up horros to help us cope with the real ones.”

                      Writing became his new coping mechanism, and this is how the master author we know today grew to success.

                      Fail more often in order to succeed

                      Like Albert Einstein said, failure really is just success in progress. If you’d rather not to fail, you will probably never succeed.

                      Success comes from moments of frustrations when you’ll be most uncomfortable with. But after you’ve gone through all those bitter times, you’ll become stronger and you’ll get closer to success.

                      Don’t be afraid to fail. In fact, start failing, and start failing often; that’s how you will succeed.

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                      Featured photo credit: Unsplash via unsplash.com

                      Reference

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