I think simply the fact that if a friend mentions it, we're going to be aware gets you a step ahead. Most bloggers don't have a giant flood, and they're receptive to covering ideas. Making them aware by any means helps.
You still have to have a compelling product or pitch in the end, though. No way around that.
Thanks for the feedback. I stand corrected regarding the blogger request flood. I agree with the need for compellingness and a simple, short pitch. I believe if one cannot shorten his pitch, he doesn't understand his product: http://socalbuzz.wordpress.com/2008/05/28/getting-from-8-wor...
The bottom line is that you really need to understand your opportunity so well that you can reduce to 8 words and still have people understand what you are trying to accomplish. It really makes you focus. Save all the flowery language for when you have investors attention and can afford to use more words.
You still have to have a compelling product or pitch in the end, though. No way around that.