9 Do’s and Don’ts of Pitching to a Blogger

05.17.2011 | Fashion Marketing + PR

Fashion Marketing + PR

As a blogger, especially a blogger in the fashion world, I get a lot of people trying to connect with me.  I don’t say this with any sort of inflamed ego.  I say this because 90% of the time, the people/brands/companies that are trying to connect are doing it the wrong way. And I felt it was time to teach people how to approach a blogger.

Amahzing
Amahzing.Co – a NYC blog of Emerging Designer Profiles

Designers, I understand how difficult it is get the word out about what you do.  Building a business is not easy.There are a few blogs, off the top of my head, that are run by down to earth, fun-loving, style savvy ladies who are always interested in learning about awesome fashion: Amahzing, Styluste (both NYC), and Fashionably Ashley (San Francisco).

In an effort to educate you on the best ways to connect with these influencers, I’ve put together a few quick points on how to approach a blogger:

  1. Do spend time on the blogger’s web site; reading and getting to know the blogger as well as their content. As a blogger, there is nothing more annoying than receiving a pitch or collaboration request from someone who clearly knows nothing about what I do.  It is a waste of everyone’s time.
  2. Don’t blindly choose blogs that may or may not have something to do with your field/product/event, etc and send him/her an email that starts “Dear Blogger”….I’m telling you, you won’t get anywhere.
  3. Do follow the blogger on twitter, facebook, and tumblr, re-post (with credit, of course) the things you find interesting and relevant.  Connecting with a blogger in their virtual world and showing that you value their thoughts and opinions is the best way to show you are truly interested in and appreciative of their work.
  4. Don’t send an email to a blogger and expect an immediate answer.  Bloggers, especially good bloggers, are inundated with emails on a daily basis. It is overwhelming and almost impossible to reply right away.   So, give it some time before deciding to click that send button again.
  5. Do treat bloggers the same way you would treat any other media outlet and invite them to your event.  Most fashion bloggers love to received invites to events.  It’s exciting.  If you want them to take notice of your work, invite them to see it up close and personal, not just through your website.
  6. Don’t send a blogger a gift and assume that they will write about it on their blogs.  Bloggers are not to be bribed.  Well, at least the respectable ones.  If you want to send a blogger a sample of your work, great.  But, remember, it’s a gift and there is absolutely no obligation on the part of the blogger to write about your product.  If it’s not for them, a lot of bloggers with respectfully offer to return the gift.  Some don’t.  Either way, you can’t expect that you’ll see a write up of your product within a weeks time.  They may write about it that night they receive it, they may write about it in a few weeks time, they may write about it never.  It’s a risk and you have to decide if you’re willing to take it.
  7. Do share information and resources that are not necessarily related to your specific product with a blogger. Remember, it’s not always about selling yourself, sometimes it’s just about building community and relationships.
  8. Don’t simply forward a blogger the same press release you’ve sent to a laundry list of other people.  In fact, don’t send a press release at all.  They’re impersonal and rarely get read.  Remember, bloggers pride themselves on standing out and offering something you won’t find plastered all over the internet.Uniqueness is key.  Perhaps focus in on one blog that is a fantastic match with your brand and offer them an exclusive.
  9. Do feel comfortable with approaching a blogger and don’t be nervous about approaching them the wrong way.  This post is not meant to freak you out.  It is just meant to give you a little insight into what it’s like to be a blogger in the fashion world.  So do your research, connect, interact, and build a relationship withe someone who loves fashion as much as you do!
Nicole Giordano

Nicole is the founder of StartUp FASHION, an online resource and community supporting for independent designers around the world with building their businesses. A deep love for the craft of fashion paired with an adamant belief that success is defined by the individual, led her to found StartUp FASHION, where she helps independent designers and makers screw the traditional fashion business rules, create their own paths, and build businesses they truly love. More than anything else, she’s in the business of encouragement and works every day to remind makers and designers that they have something special to offer the world and that they can, in fact, do this thing!

41 comments
  2. LJ

    Great advice, so glad I found your column and great knowlege for our marketing approach for Paris Jewelry.

  3. Alexz Sandoval

    I am so glad I stumbled upon Start Up Fashion. I’ve been researching marketing ideas all day & I’ve already read two posts that have been not only super helpful, but enjoyable too! Thanks!

  5. Shashawnee

    However delayed I may be, I’m glad I found you today! I have enjoyed this article; very to the point. Building a relationship without being pushy, especially when you are excited and want everyone else to be, can get hairy. Much appreciated!

    • Nicole Giordano

      Glad you found the article helpful, Shashawnee! Thanks for taking the time to let us know. 🙂

  6. Dolly Donshey

    This is excellent advice. I was also looking for information on how to contact stylists. I know many stylists who have great connections to where I have a better chance at getting into publications. What is the proper way to go about contacting them and sending lookbooks? Email? How should the message be structured? THANKS!

  7. Chetna

    Dear Nicole,
    This article was very helpful. I have recently started my company and was looking into approaching bloggers and it helps to know what to do ( or not to do!)
    Thanks!

  9. Vivien

    Great advice of do’s ad don’t, great article! Thank you

  11. chrysler5thavenue

    Does kissing the blogger’s butt in the comment section help or is that kind of attempt to ingratiate yourself too transparent?

    • Nicole Giordano

      We’re going to go with “too transparent”. If a blogger prefers this kind of attention, move on to connecting with one (or several) who are professionals.

  12. Martina

    I’ve always wondered on the “right approach” for bloggers, and found this to be EXTREMELY helpful!
    Many thanks for posting, without a doubt you’ve prevented me & my brand from committing a few don’ts.

  15. Christen

    By the way, I noticed you are involved in responsibly sourced textiles, which is awesome. I try as hard to get it right for my dresses, but certain silks can be difficult…I am now subscribed to your blog and looking forward to your experiences and info!

    • Nicole Giordano

      Thanks Christen! Have you checked out Source4Style? You may find some responsible sulk options. 🙂

  16. Christen

    It makes a lot of sense, thank you! Reimbursing is another great idea. Just a part of being a designer in the middle of Ohio I guess 🙂

  17. Christen

    I’m glad there is a right way! I love the idea of inviting them to events. Any thoughts on what an acceptable travel distance is? I would want to make it realistic.

    • Nicole Giordano

      Hi Christen!

      I would say that anything that takes more than an hour to drive to, would be pushing it. If you’re interested in having bloggers from other cities attend and cover your event, that becomes something you would need to pay/reimburse them for. (depending on the situation)

      Hope that helps. 🙂

  18. Adrina

    What is your advice on sending photos? Would a collection or random photos of your work be more acceptable? Sometimes I think the blogger would like a collection because maybe it looks better….

    • Nicole Giordano

      I would suggest sending one fantastic, attention grabbing image and a link to your site. If the blogger is interested in writing about your work he or she will request more photos. too many can be overwhelming and sometimes feels spammy.

  20. Adrina

    Great info! Glad to see that I’ve been doing most of this stuff anyway lol. #s 5 and 7 are especially important.

    • Nicole Giordano

      Hi Adrina,

      Thanks for your comment. Glad to hear you’re on the right track and hope we were able to share a few things extra! 🙂

  21. Nicole

    Thanks for the feedback SAGA Swimwear! So glad to hear you found the info helpful.

  22. SAGA Swimwear

    Fantastic, honest and totally something to relate to when viewing both sides of this elusive coin!

  24. Nikki Venus

    Great information! Hopefully, soon I can find a blogger that is a good match for PinkIndigo!

    • Nicole

      Glad you liked it Nikki! Thanks for taking the time to comment. 🙂

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