We get solicited by marketing companies all the time, trying to get ad space on our website. We have a blanket ban on banner advertising on the site since, for us, it would compromise the aesthetic value of our site, which is already compromised by the limited templates offered by Typepad, but also because we feel that ads, especially the flash variety, make load times infuriatingly slow. So we always say no thanks.
However, whilst our answer will always be the same, how you ask actually really matters. Only about 10% of these emails are marked for the attention of either myself or Queen Marie, whilst the rest are a genetic Dear Sir/Madam. The fact these companies/individuals haven't even taken the time to ascertain the sex of the author is simply BAD marketing.
Humble bloggers we may be, but marketing companies are still trying to make a buck off our backs, so if you do offer ad space then you should expect to be courted in the correct manner. Make them work for their money. Don't be a cheap date.
So here's some advice for anyone thinking about targeting us bloggers for our valuable space, and for anyone thinking about accepting.
Hi, my name Is Queen Michelle
The first and most obvious rule when targeting bloggers for prospective ad space, is to at least know their name. This way, your email might at least stand a chance of blagging it's way into being read as opposed to going straight into the trash. If you are asking me to feature your ad, usually for a laughable amount-per click-deal, then I want you to say my name. Say. My. Name. I have don't want to think of myself as potentially just another notch on your marketing bed-post.
My Hobbies Are...
Once you know my name, get to know me. It's only good manners to actually familiarise yourself with what the blogger(s) you are approaching actually write about and the general tone of their site. If you haven't seen a post about nail extensions then chances are it's because we don't feel our readers, or us, would be interested in buying any. So take the time and read through the posts and very soon the personality of the author will shine through. Not only will you be armed with valuable information to show the blogger that you feel you have a mutual interest, but you will also prevent everyone's time being wasted if it's clear you have nothing in common.
Be up front about your partners
Chances are you are courting other bloggers at the same time. Well, I want to know about them. Let's get it all out in the open, especially if you are selling a specific product. I may feel less special if you've asked 20 other bloggers, who've all accepted, so don't let me find out second hand. It also means that any money to be made will be greatly reduced the more bloggers run the ad. Like I said, I'm no cheap date.
Nice legs, shame about the face
OK, so we are getting along alright. Your introduction has me quite interested. You seem to have a nice personality but lets be honest here, this is a fashion blog so looks count just as much. Look at my site. Does it look like your wee this-was-designed-by-my-mate advert matches my site? Do we look like a good couple? If the answer is a resounding no, then perhaps you need to smarten up a bit. When it comes to comes to generating genetic ads, the general rule of thumb is less is more. This is after all my site, and I want good looking banner candy. Call me shallow, but them's the breaks. So go the extra mile and alter your ad to fit in with the blog - the blogger will show their appreciation I'm sure.
Bill time
I'm no gold digger, but I do want to know how much I'm set to make. Explain, in detail, how you plan to pay for my space. Let's not be coy here - you know I can give you access to a worldwide audience, therefore your potential client base has increased without you having to do much at all, so don't insult me. No, I don't want 10p per sale generated by a click from my site. I want a decent percentage and I want to know exactly how you are tracking those sales. Also, how do you intend on paying me? I need details. In full.
I've let you enter my space, but it doesn't mean we're, like, married!
So I've agreed to give you access to my space, but let's not get all carried away. It's just for fun at the moment. We'll take it slow and see how it works out. If I feel it isn't working for me then don't pressure me into continuing the relationship. If I am owed money then just pay up and we'll part on good terms. If you mess me around I can blog about it - remember, that space you felt could make you money can just as easily be used to tell the world how much of a sleaze you are...
So there are my quick tips for good blogger/marketing relationships.
Queen Michelle