2. Warm up
In the case when a person you want to reach out for is not active in social media networks let’s just skips this step. It's just that the chances of your email to be opened and read get higher when you get acquainted in the social media platforms first, because.
We are more likely to give a letter our consideration when this came from people whose names are familiar to us and we have at least some idea of who it might be.
In this phase, your task is to make sure that your name seems familiar to your target person before you hit their mailbox
How it works:
- Follow the person
- Put a contact request (special hint: always with an additional short note, like „Hello, FIRSTNAME, looking forward to your contact confirmation and an exciting exchange with you. Best, YOURNAME.")
- retweet messages where they‘ve been mentioned, favorite their tweets
- answer the open questions that the person asks
- share a link with content relevant to their interests.
How many actions should you perform to make your email find its way? Well, it depends. But you definitely can be sure in one thing: the more your target person hears of and from you. The more you should work in the run-up. Because otherwise, if your pattern is inconsistent, it can happen that only some of your approaches are taken seriously.
Here is the moment you send your first email. You’ll probably think this is not the email you mean. It’s quite natural for many people to start the whole thing by going directly to the point. Well, it would be the same if you tried to arrange a date and would push, and it would most probably be misinterpreted and you would not succeed anyway ;-). The purpose of this step is to connect, to get an answer, to motivate the person.
The three key elements you will need are as follows:
#1: Skip the Intro
We quite often start with something like:
„Hello Christian, my name is André Wehr and I am a hardworking founder of [...].“
Doesn’t it sound much like a cold email? Any normal person would most likely discard this one to the trash. Instead, get to the point why you are emailing the person. Don’t beat about the bush, don’t waste your valuable time or simply use some super meaningful email-signature.
#2: Butter up the Ego
Ego or appreciation is the core component from the famous Maslow’s hierarchy of needs. We, people, will sooner respond to those people who pay attention to this step. We have been taught since childhood to never skip a reaction for a compliment when we receive it.
Here are a few possible ways you can choose from:
- mention them with the association with some respected brand
- address the person as a leader or an expert, in a certain field, or some other powerful word.
- inform them that you have shared their work with some other people (of course, only if you really have done it)
- mention what an impact they have had on your life/work
Tip 1: be specific: „I liked your [specific article], it really blew my mind, and I used some nice moments for our ongoing strategy.“ instead of „I love your blog.“
Tip 2: don’t exaggerate.
#3: Add value (so far, don’t ask for anything)
Okay, here comes the hard part. Refrain from any requests and use this time to add some value to the communication, make it meaningful for your target person.
It’s all about the Rule of reciprocity by Robert Caldini
. All of us feel kind of obliged to pay back repaying debts of all kinds.
If you keep it in the back of your head then you can use a couple of chances to imbue your email with value:
1. Share the product, company or brand of your target person with others on social media
2. Mention this person in some of your articles.
3. Share a high-quality article or a book on a topic of interest of this person, something that would be relevant to their needs or problem. It would be even better if you send a version of it directly.
4. Introduce this person to someone they would find valuable. It can be someone in their field of activity, a candidate for some open vacancy they have, or someone who possesses some valuable knowledge in the sphere that your target person finds interesting or important.
5. Give the person feedback on their product, brand or work.
6. If you found some errors in their website or product, let them know. Important: it hast o look as your desire to help, nothing of the arrogant kind, please.
Track the emails so that you know whether it is opened and if yes, then how often. This number is important when you want to know for sure how much you spend on customer acquisition. BTW, you can find the article on Customer Acquisition Costs right here