Waitsfield, VT

Waitsfield, VT

Hanover, NH

Hanover, NH

It’s like holding a pair of my own amputated testicles. Pretty soon I’ll lose the ability to properly merge or hook a preemptive left turn at green lights.

It’s like holding a pair of my own amputated testicles. Pretty soon I’ll lose the ability to properly merge or hook a preemptive left turn at green lights.

It’s hard to believe that over a decade after it hit the mainstream, this is the first All Your Base I’ve been involved with.
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It’s hard to believe that over a decade after it hit the mainstream, this is the first All Your Base I’ve been involved with.

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Enders State Forest, Granby, CT.

Enders State Forest, Granby, CT.

Are You Seriously Using Stock Photos?

It’s a mind-boggling notion: paying a third party for pictures of actors and models simulating what your company does. What part of that isn’t obviously idiotic? I’ve been over this before—in a world where cell phones outnumber citizens, and include cameras at a rate of 90%, there’s no excuse for not being able to take your own photos. 

What’s your argument—that cell phone photos “look bad”? Maybe back in ‘06, but it’s a very different story today. In all but the most extreme conditions, blame for bad camera phone photos should be laid solely at the feet of the operator. 

If you’re seriously concerned with your site’s aesthetic—and nothing says you aren’t like three Martians and a pie chart—hire a real photographer to take real pictures of yourself or your staff at work. Not only will you stand out from the other twenty firms who chose “Business Meeting with Laptop”, but you’ll make a contact in the local community who’ll do more for your reputation than the burnt offering you make at the foot of the Getty monolith.

I’ll concede there are situations where non-original photography is order—say you need famous locations or or exotic locales far from your place of work. That said, you’re almost certainly better off going the Creative Commons route with images you can see at full quality, and resize to fit your prototypes.  Or you could drop fifty bucks guessing off a blurry, undersized, watermarked sample and hope for the best—it’s your call.

But I’ll return to what I began with: if you do something and you want pictures of it, there’s no better way to get them than to photograph yourself.  As a potential employee, nothing says “you don’t want to work here” like a website full of people who don’t work here.

[Flash 9 is required to listen to audio.]

President Eisenhower speaking in Cadillac Square, Detroit, on the recently-begun construction of Interstate Highways, 1954.

“…a road program that will take this Nation out of its antiquated shackles …and give us the types of highways that we need for this great mass of motor vehicles…”

(via wikimedia)

Mario Kart Bike Lane

“…and before you bite my head off, I’m up to date on the protocol with the help of Cooper, and we don’t have do anything but avoid criticizing them or giving advice.”
Pete Campbell

How to Pitch PR to a Blogger Over Email

In my alternate life, I receive emails from PR and marketing firms who want me to write about their products/host their ads on a fairly regular basis. According to their email signatures, these people are professionally employed in the field but, by and large, they’re lousy at what they do.

If you’re a company or just someone with a product to sell, I’d highly recommend bypassing a PR firm entirely and just emailing bloggers yourself. It shows you’ve got at least some interest and knowledge in the market you plan to penetrate, and there’s an implicit message that you really believe in your product.

Regardless of who sends the email, though, there are a few simple steps you can take to dramatically improve the success of your efforts:

  1. Personalize. Form letters stick out like clowns at a funeral. You might think glancing at the site, snaring the handle of a blogger, and putting blog URL into the text somewhere is yeoman’s work—it’s not. If there’s no evidence you’ve read my blog, I’m probably just going to delete your email.

     
  2. Research. Top blogs on a given category won’t always be related. Do a little research and get a feel for the tone and attitude of the blogger you’re contacting. Read the “about” and “faq” sections if they exist. Google what others say about the blog. Make the tone of your message resonate with its target; If your client’s a bad fit, move on to the next blog.

     
  3. Specifics. I can’t tell you how many people have contacted me with messages like “hey saw you’re site its awesome. you should check out this: [URL].” If you can’t put together 90 words about what you want me to see and why it’s worth my time, chances are, it isn’t. This goes double for messages about ads.

     
  4. Incentives. Bloggers are busy. The chances of one wanting to write about something because a client paid you to promote it are virtually nil. A free sample, the promise of a high profile back-link, a cross-promotional opportunity—all of these things will help tilt the scales in your favor.

     
  5. Attitude. Spamming someone about a product isn’t a favor. Phrasing your message as if you’re opening some secret industry insider window is the shortest path between my inbox and my spam filter. Keep in mind, you may not be the only person contacting the blogger about the product. 

     
  6. Proofread. I realize that text on the Internet is cheap. But a grammatically stable message passes a variety of idiot tests; it implies a level of education that means a PR firm made a decent investment in your skills, as well as saying that you at least took a second look at your message before hitting “send”. 

     

On the whole, think of these emails as mini-cover letters. The idea is pretty much the same: you’re contacting someone you don’t know with something you (ostensibly) think they need. Yeah, it’s more effort, but the alternative approach is like packing a shotgun full of manure—you’ll probably miss your target, and any hits you do get are going to stink.