Lesson 1 of 7
Borrow an audience: partners, guest posts and directories
Partners, guest posts and directories that already have your customers
The idea
A wedding photographer doesn't have to find every couple alone. Planners, venues and florists meet those couples first. One planner who recommends you can be worth a hundred posts.
Partners
Businesses that serve the same customer, before or after you
Guest posts and press
Blogs and magazines your customers read
Directories and lists
Where people compare options. AI assistants read them too
Step 1
Find
Who already has your customers' attention
Step 2
Warm up
Comment, share and help, for a week or two
Step 3
Pitch
Short, and what's in it for them first
Step 4
Follow up
Twice at most, each time with something new
A pitch that gets ignored
- Long, and about you
- The same letter in a hundred inboxes
- Asks for a favour
A pitch that gets a yes
- Under 90 words, and about them
- One at a time, from your own address
- Offers something they want
Today, with AI
Sending pitches in bulk got cheap, so inboxes fill with smooth, generic ones. A short, specific note from a real person stands out more than ever.
Directories and list articles now feed AI answers too, so a listing works twice.
What AI does well
Finding the partners and publications around your customers, and drafting short pitches that start with them.
Where it goes wrong
It writes long, flattering letters that read as automated. Cut every line that isn't about them.
What stays yours
The relationships, the specific compliment, and sending one at a time.
Check yourself
Do it in the studio
Try it here first
Your pitch, under 90 words
Open with them, offer something, ask for little. Send it from your own address.
Yours
Hello, I saw your launch campaign for a coffee brand and loved it. I run a small studio that could offer you behind-the-scenes films for your next client shoot. Would a 15-minute call next week suit you?
- 01
Open Get customers → Partners and press Find partners: the kind of partner, and where.
30 credits - 02
Or list ten businesses that serve your customers before or after you.
free - 03
On Warm them up, press Find posts to compliment now, and spread the comments over a week or two.
15 credits a network - 04
Write to one directory or publication: Create → Email → Outreach letters, Write a letter. The first after your set-up is free.
10 credits
Done when Ten partners are on your list and warmed up, and one pitch under 90 words has gone out.
Go deeper
University courses on the same topic, if you want to go further.
Northwestern Medill
Strategic Communications Foundations (MS IMC)Public relations, and how it fits with the rest of marketing
Kellogg
Omnichannel Experience Strategy (MKTG-451-0)Working across channels, and setting up partner networks