In a day and age where calling no longer works, we rely heavily on reaching out via email to bring in new business and create new relationships. But with no human interaction, it becomes extremely difficult to do so. And if you’ve read my article on The Psychology of Ghosting and how to overcome it then you’ll know emailing is something that I’ve struggled with in the past. Are you in a similar position right now?
I’ve been there. Back when I began my career, the only emailing I had to do was to request press samples and that was pretty easy considering I had a few connections already. But rising through my career meant that I needed to join the big leagues of emailing – securing new business and breaking into industries that are tightly packed.
Six months ago, I found this near on impossible, so I understand how hard it can get. But, now, I also know how to make it better. And this time it’s not using psychology to getting what you want, but using language instead.
1
“I was speaking to X yesterday…”
Friends and connections are your way to the top. But not everyone can go to events and meet the right type of people and win them over. It takes a lot of courage, and it takes a lot of work. But you don’t necessarily have to have met them – even a previous communication can be all it takes. Do your research, know a few names of the people in the company you are trying to target and make yourself known to them. This will help you leaps and bounds, especially if you’ve left a great impression.
2
“I saw your recent post/feature…”
Rather than making your email all about yourself, you should instead, make it about them and their brand. Here you need to show them that they’re not just another person on your list – you need to make them feel like you’ve sought them out for a reason. And you can do this by starting your email this way.
3
“How would you like to improve your strategy?”
Rather than saying “We’re known to help and increase,” instead you need to communicate your value by relating that to their goals. Open up a dialogue with them – you don’t need to do a pitch. And nine times often this is more effective. Don’t feel the pressure to write paragraphs – you can open this up when you move on to meet them. You need to make them a lead first!
4
“Are you free for a call (time & date)?”
Never ask them if they’re free next week. Always suggest a date, time and place, if it conflicts with their schedule they’ll let you know. But you need to lead them there and not give them the option. And this always works best for me.
This works because closing with an actionable sentence is something they can commit to and feel obliged to. Breakfast is a good one because everyone loves being taken out, especially if they also think it’s of interest too. By asking a question, you’re also seventy percent more likely to get a response, even if it isn’t a positive one.
5
“I’d love to take you for breakfast.”
Never ask them if they’re free next week. Always suggest a date, time and place, if it conflicts with their schedule they’ll let you know. But you need to lead them there and not give them the option. And this always works best for me.
6
“The last time we spoke…”
By starting this way, you’re pushing the obligation and responsibility back to them. You’ll be reopening your communication in a way that shows them that you are waiting for them and you need to communicate this urgency too. Don’t begin with just “following up,” it’s a big red flag and does not urge the recipient to take action.
7
“Our friend, X recommended I get in touch…”
Never, ever type the words “if you missed my last email,” because, in reality, the chances are they did not miss your last email, they ignored it. When someone is ghosting you, it’s not the nicest – I’ve been there before. And HubSpot is a fantastic tool for tracking this – and I honestly can’t live without it. Do you ever wish you could see if someone read your email, the number of times they viewed it and how many clicks on the links you received? With this program, you can!
First take a look back at your initial email and ask yourself “would I respond to this?” Chances are all of its contents somehow benefited you. But to get results, you need to find a way that will benefit the recipient. Sometimes, you have to give to receive, and the chances are that person will feel more obligated to help you this way.
8
“My company…”
Believe it or not, but people treat people in power a lot differently. When they perceive power, they are more likely to reply, because they feel a responsibility towards reply. You don’t have to introduce yourself or lie and pretend this is your position, but you can convey this by referring to the brand/company like yours. It will communicate to the recipient of your responsibility and position of power.
9
“I noticed you…”
It all begins with the opening line. Avoid “Hi, my name is…” at all costs. Remember, you need to grab your recipient’s full attention and win them over. But there’s a contradiction with this; I was always taught to start an email introducing myself and the company I work for. But this is a big snore! When I receive and read these emails now, I understand why mine back then were never responded to.
According to Dale Carnegie in “How to Win Friends and Influence People,” you’re missing out on an opportunity by starting your email this way. The way to make more friends is by merely showing interest in them, rather than trying to make them interested in you.
10
“Is (x) a priority for you right now?”
The above line involves your recipient; you are inviting them to answer rather than ignoring you completely. And because it affects their needs you’ll be showing them the importance of your involvement without having to explain something like this “We’ll help you increase your traffic by 50% in the first… And effortlessly provide ROI to our clients.”
GOOD THINGS
…come to those who sign up for our emails
Featured photo: Alexis