Ink-Dipped Advice: The Art of Being A Good Guest

 

Guest posting is terrific. I love to be a guest. I love to be a host. But anyone who runs sites knows how frustrating guests can be when they don’t behave well.

I’d planned to open one of my sites, A Biblio Paradise, to pitches for posts; however, the invited guests over the years have sometimes been such trouble, for the moment, I’m sticking with invitation-only. I’d opened it to fellow authors with several publishers – publishers that we shared, to give my colleagues more opportunities.

There will always be problems here and there, but this is what my fellow authors did after demanding a slot:

–book a slot and never send the material;

–when I asked where the material was, told me they were really busy and forgot and why hadn’t I reminded them (hello, are you a grown-up? Your schedule and commitments are YOUR responsibility);

–when I said I needed a media kit (especially to form interview questions), the response was, “Oh, I don’t know what that is. I don’t use one. Just look at my website.” First of all, you call yourself a published author and don’t have the most basic marketing tool of a media kit? Second, when someone tells you they need a specific type of marketing material, if you don’t have it or know about it, you do your research ELSEWHERE and the come up with it instead of showing your lack of professionalism; third, it’s YOUR responsibility to provide requested material. Hosts usually run multiple websites and need a streamlined process. They’re not a way to get extra hits on your site. Don’t make them do your work;

–sent me material so poorly written and badly copy-edited it was unusable;

–sent it in a format I couldn’t use and told me they “don’t do conversions; you’ll have to do it.”

In all of the above, the response is good-bye. I am not doing YOUR work.

As a guest, if you’re looking for blogs on which to appear, keep in mind the following:

–research the market to which you pitch and keep it appropriate. I currently run seven websites and six blogs. Yesterday, I got 13 of the exact same pitches from an individual with only a first name pretending to want a guest spot to sell a product for which he’s probably being paid $1 post from a content mill. The product had nothing to do with ANY of the sites.

–don’t insult the host. “Your content really sucks and you need my content to make it better” will not get you hired.

–don’t cold-pitch and demand payment that has nothing to do with guidelines. Read the guidelines. They will say IF the host pays and, usually, HOW MUCH. If the host is paying $50/post and you say you won’t work for less than $200, guess what? You won’t get the slot.

–the pitch should be short, relevant to the site, and focused.

–don’t argue if the host is interested and wants more information. If you feel the information is inappropriate to the pitch/slot, then simply say you’ve changed your mind and decline. Don’t wait until the last minute and not send anything.

–don’t commit to a date and then ask for a different one at the last minute. Most hosts book in advance. You don’t have the right to demand someone else is bumped. If there’s an emergency and you have to miss a deadline, suggest another writer you know would step in and step up.

–send clean copy!!!!!!! Proofread. The host may need to make certain edits, but send the best copy you can.

–on the day your post appears, visit the site. Respond to comments. Say thank you.

I’d like to bring up something else: If you run a blog of your own, especially if you’re a fiction author appearing on a blog run by another author, it’s nice to reciprocate by inviting your host to guest on your site. It amazes me how rarely this occurs to the same authors who shoot off poorly-worded pitches, asking to guest.

But don’t just listen to me: here are some tips from some of the best in the business: Tara Lynne Groth, Jennifer Mattern, and Lori Widmer.

Says Tara Lynne, “One of the best things a guest contributor can do is follow through. I host about one guest blogger per month and the schedule for the year fills fast. Last year, a handful of confirmed contributors never sent their submissions. They never contacted me to ask for an extension, apologize, or send their piece late. They simply never contacted me and left me with a gap on the blog, plus they took away an opportunity that someone else could have taken. Good guest bloggers are professional, meet deadlines, and extend the professional courtesy of an update should the deadline become an issue for them.”

Lori Widmer agrees: “When writers commit to a deadline, it’s a good faith promise to the person they’re working with that the content will be there on time. Every year I put together a month of guest posts for Writers Worth Month. It’s planned in advance, and if someone drops out, there’s a scramble on my side to fill it with content. Because the writers I know who post are professionals, I’ve never had to fill a space during Writers Worth Month that was left by someone who was unreliable. These writers build trust, and that goes hundreds of miles with clients. Yet I do occasionally have people promise things they never deliver.

“I had one writer disappear on me. He sent me what was clearly a cut-and-paste ‘personal’ note asking to guest post. He introduced himself and went into detail about his idea. Only problem – he already knew me because he’d posted a few other times on my site. Turn-off #1. And his idea? If he read my blog at all (Turn-off #2 because he clearly didn’t), he’d know I will never promote what he was suggesting was a great idea for finding work – content mills. Deal-breaking Turn-off #3. That is the antithesis of what I believe in. In fact, my entire blog was started based on a rant about content mills that I had to write down somewhere. But, since I knew this guy, I talked with him and we came to an agreement on what he could present. That was three months ago. Where he went is anyone’s guess.”

“Being a PR professional on top of a freelance writer and blogger, I get particularly peeved about bad guest posts,” Jennifer Mattern states. “Basically, guest posts are one of many ‘old school’ PR tactics marketers hijacked and abused. They started out, and still exist, in the realm of professionals seeking to reach the audiences of trade publications. Guest posts are just the expansion of that traditional strategy to an online medium.

“That focus hasn’t changed though. The most important aspect of good guest content is the audience or readership, even if it’s sometimes overlooked by the SEO crowd trying to exploit them in their link schemes. If you want to get the most out of guest posts, put your host’s community first. Who are a blog’s readers? And what value can you offer them?

That is the goal of a guest post done well — providing value to a reader base you can’t already reach with your own properties. That value is what helps you build legitimate links, followers, shares, and conversions if you’re hoping to make connections to reach future clients or customers. So don’t focus your guest posting on links. Focus on being of service to others.”

Lori expands on this: “My must-haves for guest posts: Commitment, a guarantee that the content will be delivered, and content that is free of any advertising. I don’t stump for other companies, and I won’t accept it for guest posts. Links to your website in your bio, great! A link or two in the post if it’s relevant to what you’re writing about, terrific! But if every other sentence has an affiliate link you’re not telling me about, you’re not getting published on my blog. I’ve spent a ton of time building up my reputation and credibility with my readers. I won’t insult them by constantly selling them something. That’s not my business model.

“My post guidelines clearly state I won’t accept content from companies. Yet last week alone, I received three pitches from companies. The worst was one that offered a post loaded with links back to their site and promised me ‘profit’ through monetizing. Really? Dangle a few pennies and that’s going to make me forget my guidelines? Not happening.

“Even worse are the writers who are now asking in droves for guest posts, saying they love my blog and want to write for it. Only…. They say ‘Hi’ and never use my name; they all send nearly identically worded pitches, and; they never suggest a topic but wait for me to say yes. Oh, and I don’t know them from anyone. While that last one isn’t a deal-breaker, it shows good faith if you actually comment on something before you pitch a guest post idea.”

All of these speak to issues I raised earlier.

Lori continues, “Etiquette should reach beyond guest posts, in fact. Once I’d arranged a webinar with a writer that had to be canceled last minute. The writer, who’d never done a webinar, got a serious case of jitters, and backed out. Unfortunately, he did so about three days from the actual event. I couldn’t line up another writer, nor could I wing it. I had to cancel, which left me looking like I was unreliable. That is not the recipe for trust among other writers. I get nervous, too. I get anxious, in fact. But if I commit, I follow through. I remember being in a hotel in Manhattan with a serious case of stomach upset the night before a big client meeting. But I went through with it. I medicated, didn’t eat before the meeting, and meditated to reestablish my balance. You don’t cancel on a client who’s got their own deadlines, and you push through no matter what. I think I’d have to be hooked to an IV before I’d cancel on a client. Then again, if the IV is on wheels, we’re good to go.”

That reflects what I tell my writing students: The only excuse for missing a deadline is death. Yours.

Deal with potential hosts with courtesy and reliability. Do your research; offer something relevant. Then fulfill your commitment.

Tara Lynne sums it up well: “Guest blogging is a great way to connect with platforms other than your own, but make sure you use that opportunity to impress and not disappoint.”

Being a courteous cyber-guest is similar to being a good houseguest, but with a wider reach.

Tara Lynne Groth:
Tara Lynne Groth writes SEO content, develops blogs and provides content marketing for site owners. Before running her writing business she was a marketing manager and public relations director. She speaks at conferences and teaches classes on best blogging practices and search engine optimization. She’s also a journalist, a poet, and writes short fiction.
www.writenaked.net
www.taralynnegroth.com

Jennifer Mattern
Jennifer Mattern is a freelance business writer and PR consultant. She also runs All Freelance Writing, where she has helped freelance writers establish and grow their own businesses since 2006.

Lori Widmer
Lori has a BA in Business Communications from Rosemont College and additional education and course work in Journalism from various colleges and universities. Add to that more than 20 years of writing experience, including writing for publications, corporations, small to mid-sized businesses, and individuals, covering topics including finance, health care, workers compensation, and sales/marketing. With over 2oo articles in various business and trade publications, she delivers compelling, relevant content that improves your message and can help boost profitability.
http://loriwidmer.com/
http://wordsonpageblog.com/

Ink-Dipped Advice: The Morning After Networking

There’s a lot of advice out there about “how” to network and how to present yourself, push yourself, etc., as you try to grow and build your business. Read everything, try new things, find out what works for you. It’s important to create your own style of business.

As creative people, we are harmed on multiple levels if we try to fit into other people’s boxes, even if those people dangle possible payment in front of us. We will do better for ourselves and our clients if we ARE ourselves from the first moment, instead of trying to be what they think they want. Often, they don’t really know what they want, they just want fast and cheap.

As you read the advice, role-play. How would you feel if someone approached you in that tone? Would you respond positively or slap them away? There are aggressive techniques out there, especially on line, that drive me away from businesses.

That includes an interview with a potential client that I cancelled a few months ago. It was for a company, it paid decently, it claimed to offer a variety of marketing tasks. The commute would have kind of sucked in some ways, but the money and the content sounded interesting enough for the interview. Until the perky little twenty-something sent me a document detailing how to dress and how to speak.

Excuse me? I am not in my twenties and just starting out. I am in my fifties with a long and varied career behind me, which includes working in wardrobe on Broadway. I know how to dress. I know how to behave in an interview. This document was demeaning to any potential employee, and showed that this was not a good match.

Next!

Networking can be done at almost any event, whether it’s a primarily social gathering, or a conference, or a chamber gathering. What I’ve found the most effective (since I am an introvert), is going there with the attitude of wanting to meet interesting people.

That’s my agenda for any event that includes strangers: I want to meet interesting people who do interesting things.

Since I am interested in almost everything, that leaves me with many possibilities.

Preparation
What type of event is it? Casual? Formal? Do you have any idea of the type of attendees? Corporate? In one particular arena? I’ve attended environmental conferences because I was interested in the slate of topics and met people who remained a part of my life, personally and professionally.

Is it an all-day event? A cocktail hour mixer? A more formal dinner? Do you know anyone else attending? Be careful not to just stick exclusively with one or two people, especially if you arrive together. Make sure you invite people to join your group, especially fellow introverts who have the “why did I ever sign up for this?” look.

If it’s a conference, I make sure I have a conference or pad of paper for notes. I take a lot of notes at these events, type them up, put them in a binder for reference. If it’s a more casual, social event, I have a reporter’s notebook and a handful of pens in my purse.

I wear comfortable shoes. They can still be gorgeous, but I make sure I can stand and walk in them for long periods of time. I’m always amazed at how much I stand at networking events, and I have paid the price by wearing the wrong shoes

Plenty of business cards. I’m big on exchanging business cards. I have different cards for different things I do. Believe it or not, the card I end up giving away most often is for the blog on the writing life, Ink in My Coffee, which then leads people to the other things I do.

I sometimes carry a few of my brochures, or, if appropriate, a stack of postcards or bookmarks for my most recent release or my upcoming release (recent release gets more traction — people pick up the card and want it now). But I do not hand them out unless it comes out organically in conversation, or set them on tables without the host’s permission. I don’t like to feel cornered or pressured by other attendees, and I extend them the same courtesy.


At The Event

Smile and talk to people. Ask them about themselves, and what interests them. Most importantly, listen to the answers. Don’t just think about the next thing you want to say.

I land gigs because I’ve listened to something in conversation and either remembered it in follow-up or scribbled it down in my notebook in the ladies’ room to make sure I remembered it later. I do NOT take notes during the conversation; that makes it feel like an interview or an interrogation.

Include people in your group who look lost or confused. You won’t like all of them. You won’t like or get along with everyone you meet at an event. But start by inclusion, and make your decisions after the event.

The Morning After
That’s what this post is supposed to be about, isn’t it?

The day after a networking event or a conference, I go back through my notes and the business cards.

I send a written thank you note to the host of the event. If, for some reason, I don’t have a postal address, I send an email. But a handwritten thank you is better.

I send a quick email to everyone I met with whom I want to keep in touch. Most of them are just a “great to meet you, hope to talk to you again.” Where appropriate, if we talked about something specific, I might go more in-depth. If we talked about working together and I either asked for more information or promised to send some, I put in a reminder of it, and, again, where appropriate, I send additional materials. If it’s someone with whom I want to see again one-on-one, I suggest a date to get together. I do this the day after the event, if it’s on a week day, or on the next business day. I do not wait more than three business days to do this. Quick follow-up is vital.

I file the business cards. I note on the card where/when I met the person, and I file it in those clear plastic business-card pages from Staples. They’re three-hole punched, and I have a binder. If and when the connection becomes more permanent, I copy the information into my Rolodex. Yes, I use a Rolodex. Every single time I’ve counted on an electronic address book, it’s been corrupted.

I follow up on the follow-up, when appropriate. If I’ve sent requested information, I follow up about two weeks later, unless we discussed a longer lead time. If I come across something relevant to a discussion, I’ll shoot off an email to that person with the information. Sometimes, I send out quarterly reminder post-cards by mail about my services. I find that gets far more response than email blasts. I send a holiday greeting, at least that first year. Again, by mail, whenever possible. I get a far more positive response from mailed materials than from electronic, even though the bulk of my actual client work is done via email. The tangible connection tends to bring tangible results.

I am not a phone person. I loathe the telephone. I find most phone calls a waste of my time (it’s usually the other person liking the sound of his/her own voice, not sharing relevant information). I find it disruptive to my creative process, and a phone call will kill my productivity for the rest of the day. I charge for phone time in 15-minute increments like a lawyer, without exception. So I don’t do follow-up via phone. If someone says “I’ll call you,” or “call me,” my response is “email is always the best way to reach me.” I do not put my phone number on my business cards, and I have my phone set NOT to accept voicemail. That is unusual, that is somewhat controversial, but it works for me and I do it.

If the phone works for you and your contact, by all means, use it. I know I am an anomaly in my phone-loathing.

Now, over to you: what follow-up have you found most effective after a networking event? What’s your timeline to follow up?