Tips and tricks for a startup on how to maximize your chances for being covered on US blogs and sites.

1. Coverage on US Blogs

2. Embargos
• Forget it!
• An embargo will always be broken, no
matter what
• better: give pre-release access to a lot of
blogs
• let them know, when you start
• no exclusives either, these destroy trust
with other blogs

3. Target
• think of smaller blogs, your niche
• TechCrunch, Mashable are great, but they
don’t review each product/site
• smallers might, if it fits
• are your customers (not early-adopters)
readers of the blog you target?

4. First Contact
• choose & write to a single writer
• add your direct (!) contact details and full
name
• send from your email address, not
press@companyx.ch
• personal / “Du” text form is okay

5. Beta Accounts
• include a link to create an account
• track the usage of this account
• invites for the blog’s reader
• readers love testing stuff
• track these users as well

6. What To Include
• include links to screenshots
• include link to a high-res logo
• briefly explain what your product does,
quotable
• make sure you have an about-us page

7. No Goes!!
• Hi Tom, please review www.productx.ch and write
about it. Thanks, Stefan
• Hi Tom, I saw you reviewed our competitor Z. Our
product is much better. Please update your post with
a link to us!
• Do not mass-email! Personalize each email by hand

8. Remember ...
• no guarantee for coverage
• your product / history must be interesting
for itself
• make the writer’s life as easy as possible

9. • more questions?
• corsin.camichel@camichel.com
• swiss writer for us blog CenterNetworks

10. Sources
• Statue of Liberty
• http://www.flickr.com/photos/
ajagendorf25/4012265423/
• US Flag
• http://www.flickr.com/photos/design-dog/
1480392893/