I'll admit, some of my accounts are more interesting than others. But thankfully, all of them are actually worth paying attention to in their respective industries. However, regardless of what I say or do, sometimes reporters disagree entirely.
Friday I had such a situation occur. I had been trying to reach a particular writer from a very important publication over the past week. After several attempts via the phone, I finally sent an e-mail. I don't ever want to pester anyone, so I tend to not leave voice mails and I keep my e-mails short and to the point.
Sure enough, the reporter I had been trying to reach was out of the office, but checking their e-mail. I received the following blunt response:
Sorry, I really don't want to cover this boring company. If you have a compelling, U.S. customer case study, I'll maybe consider doing something then. And by that I mean I need specific details such as numbers and other methods or products they tried before.
I love these kinds of replies. The more honest a reporter is, the better because I then can share this feedback with my managers and, in some cases, the client. However, I have to say, I've never had a reporter out right say, "I really don't want to cover this boring company."
I'm sure reporters probably feel that way about more than half of the companies that are sent their way. Sometimes I think I should simply say, "Hey So-And-So, to be honest, my client itself is boring, but the way customers are using their technology is pretty cool. For example..."
I had a phone conversation with a friend of mine following this. "Imagine having a client called the Boring Corporation? It'd be perfect."
She laughed. Then paused. "Hey..."
"What?" I asked.
"There is a company called that," she laughed. "I just Googled it. Well, it's called Boring Business Systems."
I looked for myself. Sure enough, there it was.
Wow! And it's a technology company, no less! The best part is the company's tag line, "Boring means business!" The testimonials are fun, too:
"From the start, our experience with Boring in regard to furniture orders has been a pleasant surprise."
I guess one would say they had a "Boring Experience," then? Ha! I am hilarious, I know.
It'd be better if the logo simply read, "Boring... Since 1924"
Seriously, I would have SO much fun pitching this company! "Hi, Mr. Reporter. Can I interest you in a Boring product review?" or "Would you consider a Boring feature story?" or "Do you cover office supplies? That's Boring!"
I imagine their HR Director has a fantastic time with recruitment! "How would you like to get started in a Boring career?"
Boring has no competition, either. A search for the Uninteresting company, was, well, uninteresting. Same goes for Useless.