A golden rule of writing is: Respect the reader’s intelligence.
This rule gets magnified by a factor of 10 when you’re composing unsolicited emails. Most people who receive any significant quantity of email in a day have developed extremely refined B.S. detectors. They can identify an impersonal templated email in 0.5 seconds, and they can spot a time-wasting “let’s explore the possibilities” request from a mile off. Here are a few pointers to keep in mind when you’re composing an unsolicited email message.
Make it easy to say yes. Whether you are requesting a lunch meeting or a phone call, make it obvious, so the recipient knows EXACTLY what you are asking and can respond with an answer. Make your message concise and to the point so your “ask” doesn’t get lost in a long email. Consider highlighting your ask; many readers scan to the bold headlines or highlighted areas. Don’t overdo this…too much highlighting will have the opposite, negative effect. Giving the recipient a deadline to say yes can also help them put the requested task on a timeline and prioritize it.
Write an interesting subject line. Avoid stock or cookie-cutter phrases that might get your email lumped in (and glossed over) with others. Try using the recipient’s name in the subject to draw extra attention to your letter. I run ALL of my headlines and/or subject lines through Headline Analyzer. I ran the headline in this email through the Analyzer and improved it’s score from 25% TO 50%. Contact me at Kevin@waxfamilyprinting.com if you need help with this resource.
Establish credibility. “What’s in it for me” or” Why should I care” are questions everyone will be asking when reading an email from someone they don’t know. When creating your email, share data points or experience that supports why you are corresponding in the first place.
Be interesting and interested. It’s nice to articulate why you’re interested in them. It’s also nice to articulate why they should be interested in you. Try to have a voice and say something funny, meaningful, or thoughtful—preferably all three!
Try using these four tips in your email marketing and get to YES much quicker.