The Perfect Cold Pitch Email

Okay, I lied.

This post IS NOT about the perfect pitch email.

That’s because you should NOT be emailing people cold and pitching them.

Wot??

Seriously. Knock it off with the cold sales/pitch emails. 

C’mon. You know what I’m talking about. It’s probably happened to you:

You publish a new blog post about, say, the best books for entrepreneurs.

Next thing you know, your inbox is flooded with emails like this:

Apparently, because you wrote about business books ONCE, you now are looking for every post ever published that OTHER people have written about business books.

But that isn’t enough. If you don’t answer, you’ll be harassed with weekly emails asking if you saw the FIRST email.

FAIL.

Why? Well, there’s a number of reasons, but we’ll start with one:

You need to develop a relationship FIRST. If I don’t know who you are, the chance of your pitch getting through my filters (real or mental) is very low. But if you came from a place of wanting to establish a real connection, I’ll be much more likely to let my guard down.

So here’s what you do instead…

Reach out. Connect. Move your focus from YOU and what YOU want to THEM.

Here’s an example:

Let’s say you have a web design business serving e-commerce companies. You read a Business Insider profile about someone who would be a PERFECT client. You want to email them and tell them, “Hey, I can help. Hire me!”

Don’t do it.

Sure, you’re telling yourself that you are coming from a place of offering value (because you want to HELP them.) But honestly, you’re not. You’re coming from a position of “Me. Give me money.”

There’s a better way.

Stop thinking of the transaction (they give you cash, you provide service.) Instead, think in the long term… that you want to develop a strong, robust, value-based network of professionals.

I wrote a sample for you. (Download a TEMPLATED version that will walk you through how to update it for your own outreach here.)

“Dear Janice-

Great profile on Business Insider last week!

I particularly appreciated the point you made about how technology is changing the face of e-commerce, and what you see as trends for next year. I totally agree that online retailers who don’t keep pace will face huge challenges.

I’m a web designer with many clients in the retail space, and I’ve heard many of the concerns you spoke about in your profile. Would you be open to hopping on a call so I can get to know more about you and your services? I often come into contact with people who may be looking for your expertise, and I’d love to be able to refer them on if they’re a good fit.

Would next Wednesday afternoon work for you to chat for about 15 minutes? Feel free to suggest a time, or to send me your online calendar if that’s easier.

Best,

Lain”

See the difference? It’s all about you helping them — with no expectation. It’s a true offer of no-strings-attached value.

Of course, somewhere down the line you are hoping they might hire you. Or refer someone to you. But that’s NOT what you’re leading with.

Lead with value, not with an “ask.”

P.S. Do NOT email me with fifteen other blog posts about pitching that you’d like me to link to.

 

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