I wake everyday up to find my Inbox is already jammed with dozens of messages offering help of some sort to run my business. The morning ritual is not a pleasant one, but at the same time I find myself questioning whether or not I myself am a spammer? I spend a great deal of time writing emails with the purpose of convincing a company to do business with my company. Whether it be asking for a phone call, an email, or proposing a partnership my role requires it. So the question I continually ask myself is how do I cut through the noise?
I know from my own experience that everyone I write is inundated with messages; mine is just one of those in the pile. So how do I cut through the noise? When I begin to draft a message I have four key concepts in mind.
First need to understand that you, yes you are part of the problem. All of us have received emails filled with bullet points trying to sell us something that we don’t need or want. A standardized approach is a waste of time.
Make sure your pitch addresses a real problem that a company faces and that its bosses have prioritized; this is the first step to success.
It is imperative that you reach the right person, one who can turn interest into action. Know who your target is and go high. Any real deal will have to go way up the ladder.
Even when you have targeted the right person and have the right pitch it is still not time to hit send. To truly elicit a reply make some sort of personal connection, through a previous association or better yet, an introduction. An email that contains a familiar name will actually get read.
Lastly, Do NOT use LinkedIn to make your pitch. It is fine for background research or to see where your network may lead, but it is a horrible forum for conducting a dialogue — and it is increasingly full of spammers which you are wise not want to emulate. Be diligent and get real email addresses. There are plenty of services to assist; look at producthunt.com and search for email lookup services.
Email pitches will always be akin to throwing darts, but bad ones are not merely ineffective they are destructive to your company’s reputation. They make you appear like you either don’t care or are desperate. If you spam you are a spammer and no one wants to do business with a spammer.