Don't Be an Ass

Old School: There’s a bar in every community where those “in the know” like to hang out. Often, this is where reporters will congregate. PR types and other influencers learn where this is and go to hear the latest scuttlebutt. To share the latest scuttlebutt. The hushed conversations are meant more to attract your interest than to keep information private. This is the origin of the best true rumors. It’s not always a bar. The rumors aren’t always true. You get the idea. There’s an element of this to Twitter.

Lately Twitter's been buzzing about how bloggers are frustrated with crappy pitches. The kind where the email begins “Dear Blogger...” at best and has the completely wrong name at worst. Where the idea being pitched bears no relevance to the blog’s topic(s). Where the person pitching the blogger is clueless, condescending, rude... sometimes even threatening. The more amusing ones include a press release that is so poorly written it’s comical.

This is not new.

Every reporter I know keeps a “hall of shame” file of bad pitches and press releases.

Every venture capitalist I know has a story about the “entrepreneur” who just didn’t get it.

Every woman (and a few men) I know has horror stories about men (women) who delivered the nightmarish pickup line... or worse.

Basically, it’s human. There are lots of asses out there. (And we’ve all been one, at least once. I've been one twice... okay, three times.)

But each of these individuals also has stories about those who approached them with wit, charm, or (surprise!), what they were actually seeking.

Here’s the simple way to not be an ass:

1) Find out what’s relevant to the individual you are approaching. Emphasis here on individual. Whether blogger, reporter, venture capitalist, prospective mate, or... well, use your imagination... this is a person you’re approaching. They have a job to do. They are likely a professional (stop with the imagination). They have interests, agendas, and passions. Learn what they are. Reporters call this a beat. Read a few of their articles and you’ll get what they write about. Bloggers, even easier. Read some posts. Not just the last three... go back a year. Venture capitalists, prospective mates... listen to them. Quietly (and politely) stalk them. Are they presenting somewhere? Do they talk about something regularly? Can you locate/meet some of their friends? You can find just about anything with Google. Use it.

2) Find out how they like to receive materials. Bloggers will tell you this outright. Reporters... check the contact information at their publication or station. Or, check Bacons or another directory. Don’t have the budget, college libraries can work wonders. (This seems like too much work? What’s the article really worth to you?) For VCs or mates.... turn your imagination back on.

3) Present it that way.

4) Be ready with your follow-up. Really, if you’re going to pitch someone, it’s essentially opening a conversation. If they respond positively, do you have enough material to follow through? Answer this by creating a list of the 10 things they’re most likely to ask. Can you come up with 10 completely different things you’d want to know about what you’re pitching. (Imagination challenge: Different to THEM, not to you.)

This doesn't mean YOU have to provide all the answers. Do you have supporting materials that helped YOU understand the concept (articles, research, even videos). Those are valid support materials. Use just the ones that helped you get it in short order.

5) Move on if there’s no interest. As in, know when to say when. There will always be another... opportunity or prospect.

I got to the end and thought... is that really all there is?

Yes.

That and... Don’t be an ass.

Don’t understand what I’m talking about? Netflix “A Night at the Roxbury”. If it doesn't make you uncomfortable at least twice, you don't get it. Ask someone else to handle the pitch.