How to approach bloggers to promote your product

Why Blogging is Important ? Benefits of Personal Blogging

Reading someone’s diary is one of life’s guilty pleasures. It’s also one you can put to good use. Your blog is your open diary to the world; if you add informative and interesting content to it, people won’t be able to stop coming back for more. Your blog is the perfect vehicle for excerpting and re purposing your book’s content.

You can create how-to articles, display videos, share tips about your creative process, update readers about your book tour, and collect email addresses for use in future marketing efforts. Blog content goes a long way in helping people find you on Google too, because Google loves indexing fresh content.

And when you share your blog posts across LinkedIn, through status updates, in groups, or in individual conversations, you help to drive traffic to your blog. It’s a real win/win all the way around.

“In terms of low-cost tools and personal
branding . . . your blog is the heart of
your brand that pumps the blood out to
your social content.”
Syed Balkhi, WP Beginner

What is Guest Blogging ? Benefits of Guest Blogging

Guest blogging is contributing to someone else’s blog, with the goal of sharing information with a new audience of potential followers. Guest blogging can also include inviting another author to post on your blog, which can expose you to that author’s legion of followers.

You can interview each other, promote each other’s books—in short, brainstorm all sorts of creative ways to help each other, always with a view to providing your audience with valuable insights.

    “In the past . . . if you wanted exposure . . .
you went to the mass media. Now there are
channels upon channels. . . . If something
is not directly personalized to us, we’re on to
something else. The Holy Grail is a single-author
blog with a large audience that is highly
focused, and the author loves your stuff. If you
can make friends with them and show them
that your stuff is great and relevant to their
audience, that can really propel you from one
level to the next.”
Ramit Sethi,
New York Times bestselling author

How to Find Bloggers to Follow

Why is blogging so valuable? Because the popularity (and sale) of your book has nothing to do with reaching multi-thousands of people, and everything to do with getting “press” from one major influencer who holds court over a large, loyal audience.

You might think the opportunity to write an op-ed piece for The New York Times is your ticket to fame. Not that you should ignore such an opportunity if it comes your way, but the “secret” is that the single blog, steered by the influencer of a loyal crowd of followers, can get you farther faster than major media coverage ever can.

Don’t believe it? Take a moment to read Forbes magazine contributor Michael Ellsberg’s fascinating post, The Tim Ferris Effect: Lessons from My Successful Book Launch. Among other great points, Ellsberg makes this poignant observation: “There’s a big difference between being exposed to a large audience, and being exposed to a comparatively smaller (but still large) audience which is ridiculously passionate.

The former is very nice; the latter is priceless.” The core of Ellsberg’s argument Is this: “Even if the total number who receive the message is smaller than in national media, the percentage taking action is so much higher, it can dwarf the effect you’ll see from national media.” What’s the best way to reach these influential bloggers?

How LinkedIn Can Help You ?

By building relationships over time. LinkedIn can help you do this beautifully, because it provides all the tools you need to ferret out and build relationships with these individuals. This is a major reason why LinkedIn + blogging = book launch success. But please note the two key phrases: “building relationships” and “over time.” Both indicate, as Ellsberg so eloquently puts it: “This is not a game for people who want results in 2 weeks.

This is a game for people who want results in 2–10 years. This is a game best suited for people who think that many, many evenings out eating, drinking, and building relationships counts as part of your ‘work’. If you’re inclined to think such ways of spending time are a waste, then this is not the game to play, and instead keep sending out those cold pitches to strangers, hoping they’ll promote you, and see how far they get you.”

Influential bloggers build a great deal of trust with their audiences. If they recommend a person or a product, their followers listen, respond and, best of all, share with their audiences.

Wondering how to approach an influential blogger?

Well, as we’ve already discussed, you don’t want to simply dump your stuff on him or her and ask for help. People with influence get many, many “gimme” requests every day.

Yours will be just one more in the pile marked Trash. Instead, focus on building a relationship over time. Ramit Sethi, whose quote graces the opening of this chapter, recommends this: “Email [the person] and say something like, ‘I don’t really have any other motivations right now, I just want to tell you that I love your stuff and you’ve changed my life’, and then explain exactly how it has changed your life.

That alone is an easy opening for me to just be interested in you, because you have benefited from my stuff, which makes me feel really good.” Tim Ferris, the subject of Ellsberg’s article and the wellknown author of The 4-Hour Work Week, shares his insights on this process. “[Authors] spend an entire week agonizing over the email that they’re going to send to that editor [of a national magazine].

And then they’ll send a three-sentence spam email to 100 bloggers of equal power as that editor: ‘Hey, I thought you’d really love the book. It’s perfect for your readers. Here’s an excerpt and here’s this and here’s that. Thanks for sharing with your audience.’ It’s astonishing to me how standard this mistake is.

If you take a print magazine with a million-person circulation, and a blog with a devout readership of 1 million, for the purpose of selling anything that can be sold online, the blog is infinitely more powerful, because it’s only a click away.” Ferris’ best advice? “You are not after the biggest audience possible; you are after the right audience.

Conclusion

If you choose your thousand ideal customers or readers properly and find the single author blog that targets that audience, you never have to do any more marketing. You’re done. People don’t trust entities. People trust people.

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