/ Cold Emails

Impact / Communication / Persuasion - Lessons from the cold email king

What is this image?

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Besides a photo of my most recent bout of bravery.

This is both my Tinder picture and my Linkedin profile picture.

It seemed to start conversations on Tinder so I thought, why not LinkedIn?

Not for the exact same purposes of course. But there are similarities...

People often ask me “Aren’t you worried some people won’t want to work with you with such an absurd picture?”

I tell them that is not a painful side effect, rather a useful and deliberate feature.

The stern and the self important immediately disqualify themselves.

When I say the stern and the self important, you might ask, who am I talking about?

You’ve probably come across one of them….

You know... the type of person who would type … or even… god forbid… say out loud,

“You should be more professional” without a hint of parody.

The type of person that believes blandness is a quality deserving of reverence.

There’s nothing wrong with the bland, the stern or the self-important, I just think they work with their own kind. :)

They probably think the same of me. And that’s fine.

I have standards too, they’re just different standards to those of my detractors.

What is my point? Other than I should probably grow up.

My point is that if everyone is writing the same formal style, everyone blends in.

To persuade someone to take a call with you, you need to get attention first.

So many cold approaches fail because they go straight to persuasion.

The very first line starts with something like … “We’re the best people in the world at X… We’ve worked with X client and our groundbreaking X technology is a world’s first…”

YUCK! Of course, that gets deleted!

Your job is to sell the idea that a call or meeting with you is not a bad idea.

Not to give every little detail – or to sell your entire offering in one go. Those steps come later…

Dave Trott talks about this when talking about effective advertising.

He brings it down to a level anyone can understand.

Imagine for a moment that you wanted your other half to make you a cup of tea or coffee.

You need first make impact.

“CATH!”

That gets her attention.

The communication is next…

“Cath, will you make me a cup of tea?”

However, that’s not very persuasive.

“If you make me a cup of tea, I’ll take the bins out.”

The same rule applies to direct mail or cold email or any form of effective marketing or advertising.

You need to make impact first.

Then communicate.

Then persuade.

You need to stand out.

Your prospect likely gets a ton of other letters and emails (and cold calls) – and they all look and read the same.

You need to get attention.

Without that, it doesn’t matter how good your communication is. It doesn’t matter how persuasive you are. It doesn’t matter how good your product or service is.

You need to get a reaction. An ‘ahhh’.

A nod. A smirk. A smile. A belly-laugh.

You need people to actually see and read and listen before you can communicate and persuade.

And being able to get cut-through - especially if it's done in a unique or clever way - is somewhat persuasive in itself.

If you'd like to learn more about writing disarming cold pitches that get responses, head on over to https://www.facebook.com/groups/charmoffensivegroup