Know-How Exchange : Advertising/PR

Steven,

Used to be that you could get an editor’s attention in a trade rag by placing ads. Money talks. Today’s world is different and bloggers are polar opposites of this.

There are two classes of bloggers: Bloggers for hire who, for remuneration, will review anything and everything and probably come up with favorable reviews and independent bloggers who review products based on their own penchant to get the truth out no matter what. The latter class of blogger have a fervent following, although they will be reluctant to discuss this. The former will quote flashy figures concerning hits and will have evidence of people “quoting” him and will crow about his industry influence. The former is superficial and upon investigation, it can be found that all of the influence is with other “bloggers for hire” who form a circle whose only influence is on “pigeons” who pay them to write. Sure, a few spill-overs will read the bloggers for hire but this is a limited population. Approaching the bloggers for hire has limited utility.

The independents have the readership because they have a reputation of being independent. Their readers want the straight scoop – not “sold to.” They trust the independent bloggers to consistently give them this. The independents know of this obligation and protect it well.

To approach the independents takes genuine interest in finding out what they think. If your client is willing to listen to what they have to say and act on it for the “good of the cause,” then they are willing to work with you. If they smell you ware trying to get air time (free or for hire), they will shun you – either by NOT writing about you or writing stuff you don’t want out there. These bloggers want to make a difference in their world and if you allow them to influence genuinely your client’s direction and entertain their “pet” ideas – then you will have them.

I hope this helps.

Wayde

Why not help them, by writing a review comparing your software to the competition (as impartially as possible), provide a comparison matrix, etc. Make it easy for them to review it.

Steven,

Some of the "bloggers for hire" you can tell from their blogs. Those that spend much "air time" trumpeting their own influence and achievements are making up for not having a legitimate following. The blogger/influencers are the ones that talk little about themselves. Also, you will notice in blogs from "those for hire" disproportionate praise for some products extending to the producer company as well. The blog will read like an ad versus a review. Beyond that, during the initial meeting with the blogger, you should ask them how they choose products to review. Their answer should be revealing.

As far as comparison background, it's great for print reviewers - it helps them to write their article. However, for most influential bloggers, the more low-key the better. They are grass-roots people, as are their followers. They like to buy but hate to be sold. And as I said, the best way to get their attention is to get their feedback before the product is finished. Asking them what a product should look like and then implementing their guidance into the product and then asking them to check it to make sure you got it right - that's the way to get their words in a blog. Remember that their aim is the change the world in their area of influence. They are the protectors of the "little guys" against the big, bad corporates who never listen and never get it. This may be a little melodramatic, but it's not far off.

Wayde