Start with empathy
I’d say start with empathy. Empathy is a vital skill for dealing with other humans, whether they blog or not. Try to put yourself into the head of the music blogger before you contact one. What do they want out of life and how can you help them get it with your music?
Put another way, ‘what’s in it for them’?
It’s a bit like submitting to A&Rs at major labels. If they’re really big, they’re getting more submissions than they can possibly deal with. They’re getting generic/irrelevant pitches all the time and they might have grown to resent ‘bad pitches’. They don’t want to read War and Peace, even if your content is relevant to them - instead, they’re looking for short, informative, and ’to the point’ releases that allow them to learn more, if they want to.
And they are always looking to uncover music that they feel has real value, why else would they do what they do?
If it’s a commercial blog (i.e they have ads), understand their revenue model - they want more page views, which generate more ad revenue.
How can you help them generate more page views? One of the things that always gets my interest as a journalist or blogger is an exclusive - I’m not interested in posting content that a bunch of other people have put out before me. Do you have something new to announce that they can post first? A new tour perhaps, or a new single?
Perhaps consider: “if it’s not new, it’s not news"
Perhaps consider your mindset too; in the sense that you are here to serve and provide value. You are here to give them something very exciting to show to their readership. You have something genuinely valuable to share with them in the form of your art.
What to do when you pitch a blogger
Have a strong headline: It’s worth bearing in mind that your email subject is a bit like your headline - you really have to get it right, because if they don’t like the title they won’t even read your email.
Do your homework on the blog: Some blogs ask you to do certain things in your email to help them better process your submission. If you don’t, the blogger will likely reject your message outright.
Personalise your pitch: Make sure the salutation references them by name, if you can. If not, name of the blog that they write for. Don’t start an email with something like ‘Dear Blogger', please. Tailor it to the blogger in question, ideally in the first paragraph, how...?
…by referencing something they have written about in the past: And why what you have to OFFER them is RELEVANT. I speak from experience when I say that if someone shows that they have taken the time to research what I am writing, I am much more inclined to respond. It’s not flattery per se, more an example that you’re a professional who has taken the time and thought to do their research.
Expect a low hit rate: Sad but true, even the best crafted, most targetted pitches will often evaporate into nothing. This is very often the case and not something to take personally. People are busy, people forget stuff, sometime spam filters get excited, there are many reasons. Which leads us to the next bit...
Follow up: 3-5 days later, politely. A short, friendly follow up email to remind them. There’s a trade off between emailing indefinitely until they get back to you or tell you to stop, or not. I think it’s like a lot of stuff in life in that persistence pays. Remember, you have something useful for them to see. An optional step - you could pick up the phone and call them (or try to get them onto Skype). If you are the kind of person who is good on the phone, this may be better for you.
Provide easily accessible links to your content: Either download links to music and imagery on a site like 4shared, or your EPK.
Say thank you at the end: Everyone is busy, the fact that the blogger has taken the time to read all the way to the end is great. Politeness will get you around.
Here’s an example of an email title (first introduction) that could work for you
Hi [NAME OF JOURNALIST], I read your piece on [SOMETHING THEY WROTE] & thought you may like this
On bloggers (big and small)
Please don’t rule out smaller bloggers. Just because they’re ‘small' doesn’t mean they’re not important - even though a blogger may not have the following of a bigger publication, they often have a highly engaged and super niche following of the kind of people you want to get in front of. For example, they can be followed by journalists at bigger publications looking to catch new bands before they take off. Big outlets often get their ideas from smaller ones.
It’s also worth bearing in mind that bloggers are, on the main part, fanatical about what they like and they can be some of your biggest champions, if they like you. Most of the time, the ones who went into it purely for the money were quickly weeded out when they realised that they’re probably not going to get rich and famous overnight.