Guest Blogging: How to Write a Compelling Email Offer

Guest Blogging: How to Write a Compelling Email Offer: by Patsi Krakoff

Too busy to keep up with posting on your business blog?
A very smart tactic for small business professionals is to invite guest bloggers. Let’s face it, publishing frequently is time consuming. Guest blogging is wise but only if done appropriately. It can cause more work if guest writers are not selected prudently.
Lately I’ve been getting one or two emails a week from aspiring freelance bloggers asking to submit guest posts. Some of the emails are well-written and I’ve said ‘yes.’ But many aren’t writing a compelling offer in their emails. And some are committing writer suicide by proposing samples and topics unsuitable for my audience (“Abraham-Lincoln-Vampire-Hunter-Slays“?!).
One invitation stands out far above the others and I’ll share it with you here. The email is very effective and can be copied by any small business professional as an outreach offer. I’ll even spell it out for you as a template.
I received this offer from Brian at ChamberofCommerce.com:

Hi Patsi,
My name is Brian, and I am in charge of building news/blogger relationships on behalf of ChamberofCommerce.com.
I noticed you have a lot of good content relevant to the needs of small businesses on your site, which is in line with our content and focus. Specifically I enjoyed your post for the busy business blogger. You made some crucial points that many small business owners may not focus on for their branding strategy.
Information like this could be crucial for the small businesses coming to our site trying to increase their brand exposure.

The email continues with a description of their site’s focus and gives a link to a sample article that shows the quality of information they present.
Next, they outline their guest blogging program, including what’s in it for me should I choose to participate:

Our program allows for contribution of 1 piece of content per month to Chamber, and requires that we are able to share one piece of content through your site per month. Editorial discretion applies on both sides of the relationship, and we will work together to determine what is appropriate for each of our brands.
This is an opportunity to get in front of an audience of over 1 million visitors a month with your business, brand, and message. If you are interested in establishing a relationship please let me know so we can have further discussion.
Best Regards
Brian Williams

Here’s how this email plays out:

1. Introduce yourself and your function as it pertains to this email – why you’re contacting this person.
2. Mention what you’ve seen on the person’s site or blog, specifically referring to a post.
3. Explain how that post and the person’s blog is relevant to your own audience and your own goals.
4. Explain the focus of your business and your blog, and give a link to a specific article that is typical.
5. Invite the person to participate in a mutually beneficial guest blogging program and explain the frequency.
6. Spell out the advantages to the person if they choose to participate.
7. Invite a response and suggest further discussion.

Such an invitation shows the person you’re professional and considerate. It requires you have knowledge of their blog and their audience. And it clearly outlines a benefit to both parties.
What follows after an agreement is reached is a document of guest blogging guidelines, but that will be for my next post.
Successful professionals prefer spending time helping their clients rather than tending to their own online marketing. I totally understand because I struggle with these same issues. I’d rather ghost blog for clients than write for my two blogs. What about you?

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