Titles that you should try when you write a disclosure email, to increase the conversation with potential customers.
10 min read
The opinions expressed by collaborators are personal.
The following excerpt is from the second edition of Garrett French and Eric Ward's Ultimate Guide to Link Building. Currently available on Amazon.
The next time you sit down to compose a disclosure email, try these titles, to generate a conversation.
Sites that accept collaborators usually specify how they prefer you to contact them. If the site you want to collaborate with has a page (or section) dedicated to opportunities to work with them, follow the rules. But in cases where there is no guide for collaborators to make the first approach, you can use the following titles in your email:
- I would like to write for [ site name ]. Here are X article ideas. This works especially in cases where you have written multiple articles and are looking for a place for them to be published.
- Are you interested in collaborators on [ topic ] ? I would like to work with you. This is a good email title, when you want to discuss content ideas for a specific topic with the editor, before you start sending your texts.
- Contributor to [ site name ] : I share my portfolio . If you've created a good portfolio of items, you can let your old job get you a new one.
Link claim (brand mention)
The following formulas will be very useful to you, the next time you contact a site that has mentioned your company without including a link to your website:
- Thank you for mentioning [ brand ] in your [ topic ] (small request). Whenever you go to ask for a link claim, you should start by showing gratitude. After all, the person you're contacting didn't have to mention your company, so you should thank them. This particular issue can be used when you contact the webmaster or site owner who has mentioned your brand.
- Thank you for mentioning us ([ article title ]) . You can use this formula when you contact a journalist who has mentioned your brand in an article. In these cases, you want the recipient to identify the title of the article they have written so that they can open your email quickly. .
- A question about your last post ( about [ brand ]) . This is the formula I use when I try to contact a blogger who has mentioned my company in one of their posts. You can use tools like Ahrefs, BuzzSumo or Google Alerts to install daily alerts with your brand name, and get in touch with them as soon as they mention you.
Link claim (content marketing)
There has been a lot of talk about claiming links as a link building strategy. But there is hardly any advice on technique in combination with off-site SEO efforts (a term that includes every SEO-related activity or task or off-site activity), such as content marketing. For marketers who create links with content, I always recommend adding a link claim stage to your campaigns to maximize the number of links.
Here are three proven formulas that will help you convert brand mentions without a link into mentions that drive traffic to your content:
- Attribution request: [title of the article ] . This is the formula that I always use to contact journalists who have published the content that I produce for my clients, and have mentioned the brand, but they have not given credit with a link that leads to the initial source (my client's website ). It is very simple and assertive to put the title of the article in question to capture the writer's attention.
- Credit to original source: [ title of your article ] . This is the email title that my team uses when a journalist has taken content from some medium and gives credit to it, thinking it is the original source. Begin by thanking the writer for sharing your content and include a link to the article he has written. Instead of just asking him to put a link, ask him to correct the credit so that it leads to the original source of the content, and don't forget to submit the URL you want him to use.
- Copyright infringement and attribution request: [title of your article ] . If your content includes images, make sure you have the rights to them. Use this title when you make a link claim for images that belong to you, and have been used on other websites without mentioning you as the original source.
Link building sources
The titles for this type of email will depend on the type of sources you have generated. Here are three formulas that you can use when contacting webmasters or editors in charge of curating sources on specific topics.
- Suggestions for [ page name ] : [name of your source ] . Direct and concise, the recipient of this email will quickly identify the page you are referring to and the topic on which you want to collaborate. If they open your email, it is very likely that you will get a link – as long as your source is of good quality.
- Are you accepting new fonts for [ page name ] ? This is an excellent option to contact editors or webmasters of a website that is not constantly updated.
- New fonts for [ page name ] : [ your font name ] . This is an alternative to the first formula on this list, which includes the most powerful words in the world of advertising. Everyone wants something new, because it represents an improved and prettier version of the old. Also, our brain has been found to react to news, releasing dopamine, leading us to want to learn more – certainly a great way to start an email!
Participation in compilations
Many bloggers and journalists publish weekly or monthly articles for which they select various sources and content related to a specific topic. The following email titles will be very useful to you, the next time you present content that you consider should be included in one of these compilations:
- Tip for [ compilation name ]: [ title of your article ]: If the compilation has a name, you should use it to demonstrate that you have done your homework. Almost always, these articles include a small text at the beginning or end, where an email address is provided to present stories that can be used in future compilations. Use this title when writing to someone in particular.
- Are you accepting suggestions for [ compilation name ] ? Unlike the previous case, this email title to contact a blogger or journalist, is not so explicit. If the answer is positive, try to approach it with a question or piece of content in mind.
Link Content Marketing
One of the current link-building techniques includes creating content that can be submitted to other sites in the hope that it will be published and generate links to your website. I call this “link content marketing” because it is not the same as link-building sources. However, there are many people who refer to this technique as “digital public relations.”
The content is generally a visual piece that can be easily shared: a simple static image (infographic, map, graph, illustration, photography, etc.), an animation (videos or GIFs) or some interactive piece (data visualizations, quizzes, calculators, etc.).
The next time you present this type of content for the purpose of link building, try to start your email with one of the following titles:
- Tip: [title of your content ] ([format o ]). I always recommend including the word “tip” to help journalists identify your email as a presentation. This is crucial, as you don't want your content to be confused with a commercial or spam presentation: “How to lose weight this summer” vs. “Tip: How to lose weight this summer (infographic).”
- Tip for [ site name ]: [title of your content ] . When you contact someone who writes for different posts, include the name of the site you want to collaborate with in the email title. Follow this formula when your goal is a company's blog and you do not know who runs it, so you will send your content to the person with the most suitable position, for example content manager or digital marketing executive.
- Article idea: [ title of your content ]. When presenting content to an editor who assigns articles to journalists, you can use this formula as an alternative.
- Tip: This [ format ] shows [ short description of the subject of your content ]. Note that the email title has been written in the form of a click-bait. See the difference:
- Tip: The university degree of the CEOs who earn more money in each state of the country (interactive)
- Tip: This interactive map tells you what the CEOs who earn the most money in the country studied.
- Exclusive to [ site name ] : [title of your content ] ([format o ]) . Be sure to include the word “exclusive” when you are offering exclusivity in your content. This will give priority to your email, as the media likes to be the first to publish any type of content.