Approaching Social Influencers: Sample Text

In a recent post on Approaching Social Influencers (read that story here), I laid out components for drafting a pitch to your influencer of choice and said that I would provide some sample text going forward.  Today, I’m making good on that promise.  Below, you’ll find a quick reminder of the recommended components side by side with the corresponding fleshed out sample pitch. . . .

SUGGESTED COMPONENTS OF A PROPOSAL TO A SOCIAL INFLUENCER SAMPLE TEXT
1. Introduce yourself.

2. Give a specific and thoughtful compliment – what exactly do you love about their personality, blog posts, videos, etc.? (Bonus if you can tell them that you’ve actually purchased something based on their recommendation.)
Hi. First, I want to let you know I’m one of your Daily Deal group members, and I absolutely love your Facebook group; I have purchased many an item based on your suggestions . . . particularly at Christmas time.
3. Introduce your business and your product or service and explain why you think it’s a match for this individual.

4. Include pictures – two should do the trick; maybe a high-quality close-up photo as well as another of your product or service in use.

5. Describe any tie-ins to an upcoming holiday or current events.
I noticed you include etsy links every now and again, so I’m assuming you’re an etsy affiliate; as a result, I figured I would offer you an item of mine at a discounted rate for your group members.

For people looking for an idea of what to get their someone special for Valentine’s Day . . . especially when people are going out less these days, my product — a coupon book template — could be a great choice.





Here’s a link to the item:
https://www.etsy.com/listing/744804698/printable-coupon-template-card-book

People can make as many coupons as they would like and even use the template year after year. Last Christmas, I gifted my mom 12 coupons for gel manicures from me; this year, I gifted my brother a coupon for a socially distant karaoke get-together hosted by me (since karaoke is something he has really missed since COVID). For couples, the options can be much more fun and interesting! LOL
6. Highlight the benefits for them. You can include the affiliate commission rate and any sales expectations (based on how well the product has done in similar or even very different promotions).In 2020, 522 coupon book templates sold, and Valentine’s Day was one of the most popular sales periods. With etsy’s 4% affiliate commission and your large following, I think this product has the potential to generate a nice income stream for you.
7. Give you and your product credibility – include company AND product ratings.When you click on the link above, you’ll see we have almost 3,000 shop reviews overall averaging almost five stars, and dozens of positive feedback for this particular product – a number of which that include great pictures showing how the coupon template was used.
8. Offer a coupon code or some type of discount specifically for this influencer, if possible.The cost is $6, and I’m offering you a 20% discount through Valentine’s Day for your group members (use code dailydeal at checkout), bringing the price to $4.80.
9. Make yourself available for follow-up questions.Please let me know if you have any questions or thoughts.
10. Thank them for their consideration.Thanks so much for your consideration!
11. Include your full name.Carole Mancuso

If you’d like, you can view the sample text here in full without the side-by-side explanation.

Hope you’ve found this helpful!  (And in case you were wondering, the Daily Deal group admin did feature the product, so . . . SUCCESS!  I hope you find an opportunity that’s perfect for you and your product as well!) 

If this sample pitch does prove useful for you guys, one or two additional samples will follow (I’m currently working on a pitch for a couple products for Christmas time).  Let me know of any questions or comments in the “Leave a Reply” section below. 

Approaching Social Influencers

As I shared with you in a recent article, I have learned that social influencers rule the world . . . or at least the small piece of the world in which they reign (read that story here).  My goal now is to harness this great power – for the benefit of my small business as well as yours.

Replicating Success

My direct experience with social influencers was limited to one feature in which I had no impact on the course of events. (In other words, I had absolutely nothing to do with the success I reaped.) 

A social influencer made a video showing her followers how to create and package vanilla extract (using my label template) as a suggested Christmas gift (watch the full video here). 

However, my logic in formulating an approach to being featured by another social influencer is to try to repeat (as closely as possible) this past success.  I have a play book so to speak, but I need to do all the work this time to get the players in place. . . .

STEP ONE : Make sure your product or service is set up for affiliate marketing.

Since paid placements with social influencers can get pretty pricey, my route of choice is affiliate marketing, in which “an online retailer pays commission to an external website for traffic or sales generated from its referrals” (Oxford Languages).  Make sure whatever venue you use for sales supports affiliate marketing.  All of the big ones (like Amazon, Walmart, Etsy) do.  If you sell your products or services through your own channel and don’t already have an automated commission structure in place, you may want to consider utilizing a popular third-party for that purpose.  (The reason the third-party should be a popular one becomes clear in step four.)

STEP TWO : Decide on the right product or service for the time period.

Given our current, heightened focus on hygiene (which I think will last for years to come), I’m thinking DIY hand soap might be an equally popular Christmas gift for neighbors, teachers, mail carriers, etc. 

Always think about holidays.  Of course, Christmas is an obvious one (and you can’t start your planning too early), but lots of other holidays have great potential.  Last week’s Super Bowl Sunday (whether people are quarantining or not) increased sales for many different types of businesses, and this week’s Valentine’s Day is another cause for lots and lots of cha chings.

Relating your product or service to current events is another boon. 

STEP THREE : Seek out a social influencer who is a good fit for your product or service.

A social influencer typically has a brand all of their own, and you want to be sure your two brands are a good match for one another.  For instance, my son’s favorite social influencer plays Roblox on YouTube.  I have an in-depth knowledge of this individual (having overheard many hours of his videos, getting to know him and his favorite games), which is a great bonus, but he unfortunately would not be a good fit for my hand soap labels.  Don’t get me wrong; he’s a resourceful guy, and I’m sure he could make it work, but I’m also sure he gets heaps of partnership offers and would be apt to pick a more ideal choice.

I focused my search by narrowing in on the related item.  I searched google for “diy hand soap recipe” and found a number of influencers who had posted one.  I looked for one that had a good following and had posted the story a while ago . . . and, therefore, could justify re-posting the story in the fall with a Christmas tilt.  

STEP FOUR : Make sure they’ve used affiliate links for your platform before.

Since you’re approaching a quasi-celebrity, you want your proposal to be as easy for them as possible.  Therefore, scan through their previous posts, videos, etc.  Do they ever include affiliate links?  If not, they’re probably not going to start doing so for you.  If they do, what types of sites do they promote?  Have they worked with your third-party before?  If so, you have a much greater likelihood they’ll consider your product or service.

STEP FIVE : Temper your expectations based on the individual’s following.

The problem with the truly famous social influencers is that they are most likely not going to respond to unsolicited proposals.  They already get a ton from big brands, so your average small business isn’t going to be able to influence them.  However, the possibility always exists that you will just happen to be suggesting a product that they were planning to promote in the near future.  Kismet.  Probably not . . . but never entirely dismiss good old fashioned luck working in your favor.  If you’re dying to work with a certain famous someone, give it a go; just don’t get your hopes up. 

(Source: https://www.businessinsider.com/influencer-marketing-report)

If you can get a macro or mega influencer to include your affiliate link, you’ve hit the jackpot . . . though your likelihood of doing so could be just as slim unfortunately.

The mid-tier is your sweet spot.  You want the person to have enough followers that your product or service will have a substantial audience but not so many that they’re completely inundated with requests just like yours.

I certainly wouldn’t disregard micro or nano influencers, but you’ll need to focus on quantity in order to get a similar bang for your buck (in this situation, your effort being your “buck”).

STEP SIX : Spend some time getting to know your chosen influencer.

Once you’ve set your sights on your target (or targets), it’s time to become his or her biggest fan.  Get to know the influencer better.  I wouldn’t just recommend spending a concentrated period scanning previous posts, though that is a good idea, too.  You need to become a follower and immerse yourself in their world for a period of time.

STEP SEVEN : Plan how you will send your pitch.

Instagram messages are the worst as they limit your number of characters per message and automatically insert pictures for any links.  Facebook messages and e-mail are good.  You also want to be sure you’re using a venue in which your message will actually be received. 

STEP EIGHT : Create your pitch.

You have your strategy and you personally (kinda) know your social influencer(s) of choice.  Now the time has come to draft your case.  

  1. Introduce yourself.
  2. Give a specific and thoughtful compliment – what exactly do you love about their personality, blog posts, videos, etc.?  (Bonus if you can tell them that you’ve actually purchased something based on their recommendation.)
  3. Introduce your business and your product or service and explain why you think it’s a match for this individual. 
  4. Include pictures – two should do the trick; maybe a high-quality close-up photo as well as another of your product or service in use.
  5. Describe any tie-ins to an upcoming holiday or current events.
  6. Highlight the benefits for them.  You can include the affiliate commission rate and any sales expectations (based on how well the product has does in similar or even very different promotions).
  7. Give you and your product credibility – include company AND product ratings.
  8. Offer a coupon code or some type of discount specifically for this influencer, if possible.
  9. Make yourself available for follow-up questions.
  10. Thank them for their consideration.

In the near future, I’ll be putting together a couple proposals so you can see a few real-life examples in action.  Stay tuned!