• Nick Nielson

    Good stuff Ali,

    I’m a bit apprehensive of using the phone sometimes as the appeal of being able to fully edit my message via email before sending it off is a bit more comforting than the freestyle nature of a phone call (see: introverted link builder). It’s definitely a great approach though, particularly for bigger fish where an email can get lost.

    Would you use the same approach if you were doing this as a literal ‘cold call’? In other words, reaching out to a site/editor that has an article that you feel could legitimately benefit from a link to your client’s content/resources, but that hasn’t previously mentioned them directly (the G Reader method you listed as step #1).

    It seems like this may be a bit more difficult to do for a company/website that doesn’t already have their name being discussed regularly in the Internet aether.

  • AFreezee

    Hi Nick,

    Thank you for the response. You bring up some really great points.

    Because of the freestyle nature of a real time phone call, you always run the risk of the occasional stutter, mind blank or the “why did I just say that?” moment. Here are some ways you can mitigate the risk of those things happening:

    1. Stuttering – Reduce risk by being really well prepared. Know what you are pitching and why. Anticipate questions as best you can prior to picking up the phone. Think about email responses you have gotten in the past with questions or concerns. People will probably have those same questions and concerns on the phone ;)

    2. Mink Blanking – Write down some notes for yourself. You can also ask one of your co-workers if you can practice pitching to them. Take a short walk and talk about your pitch.This will get you all warmed up to have a conversation if that is not your strong suit.

    3. Avoiding the “why did I just say that” moment – Relax and be genuine. People tend to fall victim to these moments when they are nervous or feel awkward.

    To your question re: cold calling if they did not mention your brand yet. Yes I would definitely use this method along with a traditional email. I might email first and then follow up with a phone call if it is a bigger pub. I would only do this if the resource is something I 100% believe in.

    If your resource is valuable, creative and high quality enough, no one is going to say, “okay, this is a great resource and it would definitely benefit my readership but I’ve never heard of your company before so i’m not going to consider it.” And if they do? Their loss.

    To that point, the internet has opened up a world of opportunity for small and medium sized businesses to get their brand on the map. Creating and promoting tools and resources should be a part of every content strategy. If you’re creating greatness, stand behind your work and do what you need to do to promote it.

    Thanks again for the comment! Hope this helps.


  • Nick Nielson

    Hey Ali,

    Thanks for the detailed response here, it behooves me to focus more on verbal communication as people become more jaded about email outreach.

    Some of these sound like similar tips for a first date (and I guess both rely on a solid first impression), DON’T BE NERVOUS! I’ll try to put these into practice, especially the part about warming up with a mink blanket :)

  • AFreezee

    Haha! Mink blanket. Lovely typo there.