7 Tips to Get (and Stay) on Anyone's Radar

Once upon a time, I was a gatekeeper to an audience of information pros. These 7 tips will boost your chances of getting past the walls influencers erect to keep you from wasting their time.

Sometimes the AI image is really cool! Prompt: lucky 7, etching

Trying to get the attention of an editor, influencer, marketer, etc.? Here's some free advice from a once and (maybe) future editor.

That'd be me in case you're wondering. 😁

As the editor of a print magazine from October of 1997 through the end of 2009, I was on the receiving end of many, MANY poor pitches.

A few months ago, I shared a variation of the content below on LinkedIn as briefing advice for software vendors looking to get in touch with Deep Analysis (an IDP industry analyst firm).

It got me thinking about how so many PR and marketing folks piss off the people who control access to an audience they want to reach.

Here's how not to do that.

1. Don't be desperate.

“Desperado” is a great Eagles tune. It’s not a great thing to be desperate though. It smells bad and makes an editor wonder what's wrong with your company that's not public.

2. Be nice.

Look, we both know it's a transactional relationship and we're not likely to emerge as bosom buddies. But just be nice - and not that sacchirine-sweet fake nice that puts everyone's teeth on edge. Be a little human with it. And, who knows, you never know where you'll find a buddy.

3. Push, gently.

It's a big ol' IDP/ECM/Process Automation world (that goes for most any industry) out there. It's about impossible to track everyone. There are hidden gems everywhere. Maybe you're one.

Share news and updates. Provide suggested topics and angles for coverage. Offer briefings. But not once, do this throughout the year. Maintain a useful presence in their inbox.

4. But don't be pushy.

I knew what my audience wanted. Respect the decision if it's not what you wanted. I'll talk to someone who politely accepted a "no" again. Pitch a little bitch fit? There are likely a dozen companies who do what you do with equally smart/smarter folks to interview/talk to.

I'm going to find one of them next time.

5. Be useful.

Back to the transaction: I want something useful for my audience; you want access to that audience. You do that by providing unbiased information I can share in some way (guest article/post, quote, interview, etc.). Make an editor's life easier and they'll be inclined to be friendly in return.

6. Don't blow smoke up my nether regions/be honest.

I used to ask intentionally stupid questions to see the response. If the answer was some variation of "great question," I started to dismiss that vendor as unreliable. Like "Naw, I knew that was a dumbass question you lying little weasel."

7. Don't lie.

I once had a vendor pitch me an interesting approach to handle workflows. About a month after the article published, they released a new product that aligned exactly with what the article proposed. They never saw ink again. Editors don't like being duped. How much don’t I like being lied to? This was for a 1999 issue and it still annoys me.

Get Out There and Just Talk Like a Human

Be professional, but not a drone.

Be respectful of time, but not abrupt.

Be a person.

And, for the love of all that is good and holy, be yourself.

I initially thought these were idiosyncratic to me, but, on reflection I hope you find this advice useful, whether you’re trying to start a sales conversation or get the attention of that influencer you admire.

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