Page 90 - Visual Marketing
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33. Blogger Outreach in the Cloud: Using a Visually Inspired
    Word Cloud to Start a Conversation with a Blogger

           Getting bloggers to talk about
                                                                            your brand can be harder than
                                                                            pulling teeth: Your pitch tends
                                                                    to be like everyone else’s, and blog-
                                                                    gers simply aren’t impressed. David de
                                                                    Souza, founder of TaxFix.co.uk, knew
                                                                    that getting the attention of money and
                                                                    finance bloggers would be a challenge,
                                                                    so he came up with an unusual idea.
                                                                    De Souza created a personalized word
                              cloud in the shape of the logo from each blog on his outreach list
                              and sent bloggers the logo-shaped word cloud along with a personal
                              note. (A word cloud is a visual depiction of the main words used on a
                              website or blog. The more often a word is used, the larger the size of
                              the word.)

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