PETER SHANKMAN

POSTED ON May 4th, 2012 62 COMMENTS + ADD YOUR COMMENT
No, you cannot “Borrow my Audience.”

I got an email this morning that even floored me, the most cynical person in the world.

It came from a PR person who was pitching me a new product – A shirt. Yes, a shirt. Nothing special about the shirt, it was simply a new style from a new designer. But here’s what gets me: The subject line of the email was: “Hi! Can I borrow your audience?”

(Insert blogging-car-skidding-to-a-halt sound here…)

Can you borrow my… Hold up… WHAT?

Can you “BORROW MY AUDIENCE?”

Are you serious?

OK. Not even taking into account the fact that my audience… IS AN AUDIENCE, and not, say, A SPATULA, no, you can’t “borrow my audience.”

Let’s understand something – My audience is the most important thing to me in my world, next to my wife and cat. I’ve spent YEARS and YEARS cultivating my audience. I’ve spent countless nights figuring out what my audience wants, how they want it, and what they’re going to want next. I’d take a bullet for my audience.

Without my audience, I have no business, I have no revenue, I have nothing.

My audience is my life. And you want to come over and “borrow it?” I don’t know you! Why don’t l let  Michael Milken “borrow” my AmEx while I’m at it? I’m sure it’ll be fine.

You can’t borrow my audience – But you CAN build one of your own. Here’s how:

1) Understand that having an audience is a privilege, not a right. I say this all the time, and I’m saying it again – It’s like wearing spandex. That too, is a privilege, not a right. We’re born as free people with certain unalienable rights, but guess what – Having a bunch of people who will listen to you and buy from you is NOT one of them. You have to EARN that. Once you accept that you don’t just “get” an audience, like Jewish kids get a Bar-Mitzvah when they turn 13, the quicker you’ll start to understand how to get one.

2) An audience is built over time, and on one simple premise: Give them what they want. Audiences today are mobile. They can go anywhere, anytime, by clicking a mouse or scrolling off your site. Want them to listen to you, or even more, buy from you? Give them what they want, how they want it. They on Facebook? Reach out to them there. They like emailing you? Email them back. And for God’s sake, do it from an email that’s real – Like yours. Not “donotreply@I’manidiot.com”

3) How do you find out where the audience is? ASK THEM. You have their information! Try this! Go to your fan page and ask the question – “Hey – How do you like to be contacted by us when we have a special for you?” Then actually read the answers and act accordingly! This isn’t rocket science.

4) Have content that your audience actually WANTS. You know what would happen if I let every journalist “borrow” my audience to promote their crap? I wouldn’t have an audience! Why? Because audiences like people to STAY ON TOPIC. Imagine going to see Bon Jovi, and Jon Bon Jovi comes out and talks about tax shelters all night, and never plays “Living on a Prayer.” Not really what I paid for. Stay on topic – Had you, dear PR person, pitched me on topic about something relevant to my audience, I might have talked about it!

5) Finally, for all that’s good and holy, know what I talk about. That you pitched me on fashion is like pitching Britney Spears on child-safety. The simple act of knowing your audience will get you 5x the good attention you’d otherwise not get. Simply do some homework. There’s no excuse not to.

My audience? No. You can’t borrow it. Go get your own.

  • http://tdhurst.com Tyler Hurst

    Was it a cool shirt at least?

  • http://twitter.com/tyfrancis Ty Francis

    Brilliant. If only naming and shaming was socially acceptable…it would stop half of this lazy pitching!

  • http://www.smiffbib.com Kerry :)

    Love! What your audience loves is more outrage apparently… because this cracked me up

  • http://www.starsandstripesmkt.com Kalen

    Can’t actually believe that a PR person would do that unless trying to pique your attention, but can’t say that is the best way! Thank you for keeping us (YOUR audience) full of great tips and random cool events you go to. I feel the same way about buying lists. I get offers to buy lists from all over the world… ya know what? Most of the lists out there will not be good for me to use because I work MILITARY and I have my own list. People always ask me if I’ll SELL my list too.. and I agree with you on all of this. NO borrowing, BUYING or anything else with my lists. They are my lists… and I care about the people on them!! Great post, great topic!

  • http://www.3rhinomedia.com Don Stanley

    Well said Peter! Couldn’t agree more (even if it was a cool T-shirt ;-) Communities are built on trust and time. To have someone ask if they can borrow your audience is like someone asking if they can borrow your family (ok, I know some people would happily loan out their families so maybe that’s not the best analogy). It’s YOUR credibility and trust that on the line when you offer an endorsement, not the PR guy’s. When businesses and organizations realize building real, stable business take commitment and time, they’ll realized why more organizations that ask questions like “Can I borrow your audience”? always seem to flounder. Thanks for the reminder! BTW, will you be speaking in Wisconsin later this month?

  • http://tradeshowguyblog.com Tim Patterson

    I think I would’ve like the Bon Jovi analogy better if you’d said that Jon came out singing Gilbert O’Sullivan classics…but hey, good post! (I can’t believe I used ‘Gilbert O’Sullivan’ and ‘classics’ in the same sentence)…

  • http://www.smilingtreewriting.com dava stewart

    My husband works at a tiny company, building gorgeous, artistic, one-of-a-kind furniture. Once he was helping unload a trailer at a gallery and another woodworker walked past my husband and said to his boss, “Hey, can I borrow your man?” referring to my husband. To his credit, his boss said, “No, but you can ASK Joe if he would be willing to help you.”

  • http://www.mfchase.com Michael

    There are some really strange people out there but this happens more often than we would like. Excellent response!!

  • http://businessinfoguide.com Stephanie Chandler

    Love, love, love this post! I am constantly asked to promote new books, events, etc. to my list and I always turn them down. I don’t care how much affiliate revenue I’ll make–I prefer to respect my audience and not inundate them with offers. I realize there are marketers out there who believe in the churn and burn with email. For every subscriber they lose due to spammy email practices, they work to gain another. But they also hurt their reputation in the process. It’s time for us all to change the way we do business online! Respect your audience and they will respect you–and that is loyalty that can last a life time. It’s as simple as that.

  • http://roomypants.com Robert Meyer

    Really? In this day and age? You really want to expose yourself to your precious audience as an unapologetic shirt-hater? You know what, Peter? I wear shirts. Almost every day and usually to work. Shirts are the glue that hold society together.

    The right shirt helps my marriage by hiding my gut. When combined with water and nubile young women, tiny white t-shirts move the economy forward. Without shirts, you’d never know when a person lost their cool.

    I suppose if Levi & Strauss pinged you for a favor we’d be a country with one less American icon.

    Well I’m an American, Peter, and I like shirts.

  • http://websiteurl Ken Frager

    Can I borrow your blog post, Peter? :-) I guess I could just share it and not ask your permission.

  • http://www.powerwallet.com Savory

    This just made my day. HI-LAR-I-OUS! The spandex comment almost made me fall out of my chair… and 2 things you value above your audience…which comes 1st though? The cat or the wife? LOL Love you Peter!!!!! This is from a 25 yr old PR girl w/ 3 yrs of experience in Miami…I always learn something new from u and your crazy yet very honest posts. ;0)

  • http://www.twitter.com/markfrush Mark Frushour

    You really get it, man. Great stuff.

  • http://www.andrewgouty.com Andrew Gouty

    I think the operative word here is ‘build.’ Because audience is not a concrete thing that we can easily see, it’s easy for outsiders to overlook the time, sweat, blood, tears, etc.

    I’ve just started consulting with a content marketing agency called Raidious that is built specifically on this notion, that ‘building an audience’ is what they do. Knowing those guys, I think your spitting reaction to this PR flunkie is valid.

  • http://www.cendrinemarrouat.com Cendrine Marrouat

    I think it was a way to attract your attention. But, I have to agree, the PR person could have been a little smarter.

    I absolutely love your article — and honesty. And you have nailed the whole audience thing with your 5 tips. An audience is never a right. It’s not because you have something to say that people will flock to it and adore you. You have to earn the right to say that you have audience!

    Thank you for this article, Peter!

  • http://www.reyburnphotography.co.uk Karen Reyburn

    What possible reason did he give for wanting to borrow it? Did he want you to let him market to us so we could buy his shirts or something?? Thanks for looking out for us man.

  • http://www.rightmixmarketing.com Tom Treanor

    Peter. I agree. Unless that t-shirt said “get over it, it sank” I’d turn him down cold!

  • http://voiceofpossibility.com Debra Gould

    Peter, well he passed the “write a compelling subject line to get the email opened” test at least! I love this example of yet another stupid PR pitch and the humor with which you wrote it. Thanks for sharing.

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  • http://www.lauraleighclarke.com Laura Leigh Clarke

    Love your wit Peter. Great post, and packed full of really useful info.
    I like what you say about talking to your audience. When someone opt-in on my list they get an email back asking them about their specific woes, – and its a great conversation starter. It also means I can tailor my content to what people want and need…
    Thanks again for sharing your thoughts and frustrations in such a humorous way. Maybe you can give us a top ten of how to be so funny, and engaging?

  • http://www.PersonalPublicRelations.com Bonnie Russell

    You lost me at, “Why don’t l let Michael Milken “borrow” my AmEx while I’m at it? I’m sure it’ll be fine.” I started laughing and now I have to go back and finish reading. :)

  • http://websiteurl Claire Meyerhoff

    That’s a hoot! So true. Thanks for the great, great post.

  • http://www.teamaguilar.com/4s-ranch-real-estate.html Alex Aguilar

    I’m sure his thinking was, “hey might as well give this a shot”. Plus I’m willing to bet he sent that e-mail asking to “borrow the audience” to a lot of high profile PR people. As poorly thought out as this idea was, if you cast a wide enough net you’re sure to catch something.

  • http://websiteurl Brandi

    How on EARTH did you resist replying with your own version of “Wil Wheaton Collating Paper???”

  • http://www.catalystorganizing.com Monica Ricci

    Bravo on a most excellent post, Peter! I often get asked to promote things to my audience too and grrrrr it just rubs me wrong! Very much like “Can I take you to lunch and buy you a $12 chicken caesar salad in exchange for picking your brain and asking you how you built your business so that I can build MY business which is, by the way, in the same industry as yours…”

    Ummmm… lemme think…. NO.

  • http://www.frugalmarketing.com/author-services.shtml Shel Horowitz – Book Marketing Consultant/Copywriter

    Reading “Imagine going to see Bon Jovi, and Jon Bon Jovi comes out and talks about tax shelters all night, and never plays “Living on a Prayer” reminded me that I went to what was billed as an outdoor appearance by James Taylor in Boston. Taylor was there–but all he did was introduce Governor Deval Patrick at a re-election campaign rally. All he would have had to was sing one song–but no. I don’t think my wife and I were the only ones to be deeply disappointed, though I did get to shake Patrick’s hand and chat with him for a minute. Don’t think I’ll be buying any James Taylor tix any time soon.

  • http://stressfreedesign.com Veronika Freeman

    Fitting that I just got this at the same time as another generic:

    “I’d like to add you to my professional network on LinkedIn.”

    Really? Why? So you can borrow MY audience? What do you want, person I’ve never met before that found me through a person I barely know? Why should I give you my attention? What are you looking for? Why don’t you have enough energy or brains to answer any of those questions in your request for Linkage? Why do you say that we are colleagues at YOUR company when we are not?

    Delete – no audience for you!

  • http://www.facebook.com/stefan.pinto Stefan Pinto

    I like this! Peter, can I borrow a spatula?

  • http://flashfree.me Liz Scherer

    Last time I checked, journalists were not in the business of borrowing audiences but in growing their own. Publicists, on the other hand, like to serve out information that journalists might be interested in. And then there’s bloggers, whose egos seem a bit out proportion with the real world.

  • http://winechanneltv.com Jessica Altieri

    We sent this to the car dealer who wanted to wanted to pitch new BMW’s to our audience… for free,of course,, “but it’s a BMW”….lol

  • http://www.fatpacking.com Steve Silberberg

    Hey Peter, can I borrow your wife?

  • http://twitter.com/FatherGator Mike Poller

    Hi! Can I lease your audience for the price of an ad?

  • http://www.youtube.com/user/MarieMonteux?feature=mhee Marie Monteux

    Yessah! I used to do marketing at Motorola Corporate, and had to fend off quite a few people looking to garner my boss’ attention. He was head of Global Software Engineering, with 1,200 employees under him, and under no circumstances could the press talk to him. One guy kept calling for an interview, and each time I referred him to Corporate PR. My boss and fellow employees were “our audience.” I was the Gatekeeper, so to speak.

    I’ve built up a Twitter account over the last several years, and I just ignore the spammers and focus on what I’m doing. Right now it’s cooking. Tomorrow I’m teaching a local woman how to make soap (she does balms and such). My premise is sharing information, like Food Network gives out recipes and then they sell you pots and pans, in addition to advertising. I also belong to MetaFilter, and never break their “self-linking” rule (i.e. SPAM is not allowed unless you’re talking about Monty Python). You can join them for $5 and link to your company (which is actually how I found YOU, Peter) and then truly interact with human beings as if they were, well… HUMAN BEINGS!

    Can you imagine walking into a brick and mortar store and having someone yak at you “BUY MY BOOK ON HOW TO MAKE MONEY NOW!” when you wanted a cookbook? Or read the endless webpage spiel, “for only $99 I will teach you how to make money! Offer ends today!” Huh. I’m from Maine and we know a ka-ka sandwich when we see one. No one here will eat a ka-ka sandwich and tell them it’s yummy. Cuz that schtuff just doesn’t fly here in Maine. Ayuh.

    But for you, Peter, you may borrow my audience any time. I’ll retweet you anytime I see you on Twitter, because well, you are what we call “real people” here in Maine: a human being. So many times I’ve written to you, telling you to eat chicken soup or whatever when you’re sick, and each time you’ve responded to me, even a short blurb, like, “hey, thanks!” I remember when the plane crash-landed on the Hudson and you were there, tweeting about it. Those are the sort of interactions that money just can’t buy, Peter, or “borrow.” Maybe you should have referred the gentleman to Harvey MacKay. I mean, come on, Harvey MacKay 101: treat people the way you would want to be treated, interact with them on a genuine level, and they’ll remember you. I could give a rat’s hiney about what people think of me now, after having escaped the world of being a Cubicle Jockey, and it’s really freeing… I live from day to day, don’t worry about money, just paid my rent in full for 14 months, on a beautiful lake house in Maine, husband who loves me (and helps around the house), lovely cats, and supposedly Bette Davis once lived here and sat in front of the massive stone fireplace. Right next to the old Woolworth property, where Barbara Hutton may have taken her vacations (in between husbands). How cool is that, Peter? Come on down and I’ll make you dinner. 15 minutes from Augusta, off of Route 202. Red Top – after the red shingled roofs. Sitting here sipping some chilled chardonney, making tourteriere pie, and loving life, what more could I ask for? No, I do not want to borrow your audience. But I’ll gladly give ya a t-shirt and a cup of kindness. Take it easy (or take it any way you can, man). Hugs. ~~Marie Monteux, Monmouth, Maine @mariemondieu

  • http://www.widowswearstilettos.com Carole Brody Fleet

    This. Is. BRILLIANT!

  • Pingback: » If you want to borrow my audience… How to Run a Meetup

  • http://twitter.com/carmenhill Carmen Hill

    Hey Tim, I don’t know of any Gilbert O’Sullivan classics either… but Gilbert AND Sullivan have a few ;)

  • http://www.indobola.net agen bola

    Nice story.at least the tea shirt………

  • http://www.joelcomm.com Joel Comm

    Nice! Can I borrow a vowel, at least?

  • http://whoschrishughes.com Chris Hughes

    It’s amazing what people just assume will work. I could understand if they approached you with something like the concept of becoming a paid sponsor and giving you some free clothes to wear while video blogging ( like http://IWearYourShirt.com )

    However, it seems extremely rude that someone would just assume that they could just piggy-back off of what you’ve worked so hard to build.

    I hope you emailed them back with these tips :)

  • http://denver.arr.ae ryan

    LOL. I can oddly relate. I get endless guest blogging requests for products and services that are completely irrelevant, but I have a PageRank 5 and 125k visitors…which means my hard work should obviously be shared!? RIghts :)? I’m down with guest posting and talking about services and products if it is relevant and my readers want to hear about it. Thanks for the post Shankman!

  • http://www.computerz101.com/ Computerz101

    That is hilarious that is just as bad as people since you provided a service to them one time and they paid for it the second time they for some odd reason assume that it should be free. These kind of things drive me crazy.

  • http://www.sublimedesigners.com/ Sublime Designers

    Wow I can’t believe this they actually said that. That would definitely offend me I feel they approached you the wrong way.

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  • http://www.ThisIsHorror.co.uk Michael Wilson

    Great blog post, you just got yourself a new member of the audience, and subscriber.

  • http://www.lr-creativeforces.com Leda Rose

    This person is a blundering fool. The whole point is that they do find their own audience of people who want to buy shirts…fashionistas. Your audience is not interested in shirts. Like selling ice chests in in Alaska?

    You are kind to point the way and we all benefit. Instead of giving this person a fish to eat for today, you help us catch our own fish for a lifetime.

    Finally, if I ever accomplish having my own audience, I’ll be sure to love’em as much as you do yours.

  • http://www.charlenechronicles.com Charlene

    Bravo! Fabulous post, but I especially like your last point – that many PR folks aren’t doing their research. Aren’t they getting paid to do that part of the job? It is not like many provide payment for your time in addition to the free T-Shirt they offered. Also, I wish some PR people would stop always asking about page views. If my audience is huge on FB or Twitter, ask me some relevant questions. But that would probably be too much to ask since many are busy pitching single bloggers honeymoon destinations. So kudos to the PR people that are doing it right.

  • http://happilyblended.com Brandy

    Well written and an important reminder to hold our ground on what is important to our readers. Do not sell your site, your self, nor your audience short! If you stay true to your audience you will reap the rewards. Sadly, even I get caught up in what “I need” vs what “My audience” needs or wants! Great post, well written, needed the reminder today!

  • Rachel, backngroovemom

    Well put. Maybe they want to borrow your cat or my kid while they are at using our most precious people?

  • http://bocaratonforeclosures.net Lisa Benton

    Well said, Peter. Thanks for bringing attention to how insulting these requests can be at times. Another pet peeve of mine is the “ASAP” requests. Requesting that I 1) read the email and 2) respond ASAP is so annoying, not to mention entitled. I’ll respond on my own time, if and when I’m interested.

  • http://twitter.com/annainpr Anna

    this made me laugh! sounds like someone needs to work on their pr ettiquete! @annainpr

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  • http://and-whataboutme.com Jennifer Stewart

    Your response made me laugh, you’re an entertaining writer. Thanks for not lending me out… Although, I must say, the wannabe borrower got your attention!

  • http://about.me/aisharasul Aisha Rasul

    Well said Peter!! This Digital Age has already brought on enough information for us all. We’re now seeking organization and consolidation of the perpetual stream of updates coming from everywhere. There is so much repurposing content and nonsense stated for attention that it’s become a challenge to find genuine individuals sharing authentic thoughts. When I find someone like that whose insight I value, I sure hope that I am not manipulated and provided with ideas that are no longer their own.

  • http://www.buildmyaudience.com Shoshana

    Love it! Very well said.

  • http://www.judiwindow.com Judi Window

    Thank you for protecting me, you audience. I appreciate that!

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  • http://websiteurl Brigitte Grisanti

    People has some nerve sometime.You worked for what you have and people want to take advantage of it.I have a successful business and people are always asking for free favors.I told them I am going to start charging for my services and they got mad.

    Brigitte Grisanti

  • Pingback: Fashion PR Fridays: PR, Marketing & Social Media Links 6.15.12 | PR Couture: Fashion PR, Marketing & Social Media

  • http://twitter.com/2serenity TheJennTafur

    Anytime you are active in social media someone will always try to borrow your audience. What’s a retweet on twitter? Someone is asking to borrow your audience. That goes the same on facebook when you share a link. Think before you share because you maybe losing an audience to someone else if they always see that you are retweeting someone or sharing particular links on facebook.

  • Pingback: » If you want to borrow my audience… How to Run a Meetup

  • ishan

    you are alwaays fantasrtic… im loving it.
    im from:

    http://hackrulezz.blogspot.in/

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