The Volume/Personalization Trade-Off
The trade-off between volume and personalization is an ever-present dilemma in public relations. If, as I do, you subscribe to the notion that one of the best ways to build loyalty is to develop a relationship with people, then you’ve likely hit the point where you have to make a trade-off between the number of people you can engage with and the quality of those interactions.
A couple of weeks ago I received a pitch about the upcoming launch of Gary Vaynerchuk‘s first book. The pitch wasn’t fantastic, but as I’ve followed Gary’s activities for a while and it was well enough targeted, I replied and moved on. Fast forward to this weekend, when I read an interesting post by John Cass about a similar (not identical) pitch that he received. Reading the comments (those on the original post and the re-post on Social Media Today are all worth reading), I started to really think about the optimum point along the scale/personalization continuum when it comes to pitching.
Purists will tell you that you need to read 10-20 posts or stories from each person you pitch, and that you should completely tailor every pitch you issue. Meanwhile, some other people will argue that by reaching a large volume of people with your pitch, the law of averages says you will connect with enough people who do care that you will come out ahead.
I’d argue that there are downsides to both extreme, although I still favour one side over the other.
I’ve written before about some of the issues involved with personalized blogger relations. The primary one, of course, is time. Even if you take just a minute or two per post you read, that time adds up quickly. To then tailor personalized emails takes more time. When you work for an agency, the process can quickly chew through your client’s budget.
Once you get to the kind of numbers that Gary mentions in his comments on John’s post, you’re talking astronomical amounts of time. That limits this approach to a very small number of recipients.
This brings us to the other extreme – mass communications. This is the approach that relies on building a large list, emailing out a standard (or mail-merged) email to that list and letting the law of averages do its work. Sure, you may annoy some people but you’ll also hit other people who will take the action you’re after. This is the “email marketing” form of pitching – the collision of the two tactics.
Is the sweet spot in the middle ground?
In an ideal world, every company would take the former approach. Unfortunately, we don’t live in that wonderful place – time is tight, budgets are tighter and we need to deliver results for our clients and bosses with less resources than we would like to have.
I wonder if the ideal solution, as with so many dilemmas, is somewhere in the middle.
The chart above shows roughly how I view the dilemma. At the top-left of the curve, you have the idealists who say you should completely tailor every word of every pitch you send out. Small, highly-targeted outreach also fits into this part of the curve. At the opposite end of the chart, you have the spammers who pitch massive numbers of people with the same message. They’re easy to spot – they’re the ones where you’re bcc’d, with no salutation or a “Dear Blogger.” They often lead with the words “For Immediate Release.”
I’ve worked for clients where their only targets are one or two highly influential blogs, and in that case you can function over at the top-left of the curve. However, unless your target audience is an extremely small number of sites (or their readers), you may need to make some compromises.
Still, I am strongly (and often vocally) against untargeted spam pitches that hit everyone with the same email. Note that the potential “sweet spot” I suggest sits closer to the tailored, low-volume end of the scale than the other. Critically, it sits above the tipping point where the volume reaches the point where significantly less personalization is possible.
The reality of the “sweet spot”
In this sweet spot, for a new client:
- You research the targets of your pitches – you read their stories or their websites;
- You create a pitch template covering the key points you wish to communicate;
- You tailor that template for every person you pitch;
- That personalization includes, but isn’t limited to:
- The medium you use to pitch them (if that information is available)
- Your greeting
- Your opening paragraph
- The points on which you choose to focus
- The supporting collateral you offer – do they lean towards video? Images? Interviews?
- That personalization includes, but isn’t limited to:
- You keep some less-critical parts of the email the same, to save time and budget.
Time changes things
I say “for a new client” above because, as time goes on, I believe the line in the chart moves up – as you get to know the market and the media in that market better, you can reach more of them more effectively in less time, meaning more personalization, less time required and better use of resources.
Having worked on some accounts for a while now, I can reel-off the names of key journalists, how they like to be contacted, when the best times are to reach them and the types of information they like, without even needing notes. That makes the pitching process more cost-effective as time goes on – meaning the line in the chart has moved way up the Y axis.
I’m curious as to your thoughts. Does this click with the challenges you face?
Let me know what you think – I’d love to hear your feedback.