Life would be an awful lot easier if you could get in touch with anyone you wanted but there is a bit of a stigma attached with cold calling. Thankfully, there are a number of best practices involved with reaching out to people via cold calling and this guide will outline the best ways for you to reach out in this manner.
First of all, you should look to keep things short. Get straight to the point and don’t take up too much of people’s valuable time. This means that you should have a single call to action and 3 to 4 sentences at most.
There will always be some exceptions, like where you are looking to pitch a story to a reporter where you may want to include more information but on the whole keep your email short and to the point.
#1 Ensure your subject line is compelling
You want to create a compelling subject line that grabs attention and makes people want to read the rest of the email. However, when it comes to cold-calling emails, don’t be vague or use a sense of mystery that is sometimes recommended for email list conversations.
- You should look to cite where you come from.
- Provide information about what the message and don’t try and fool people into thinking you know them.
- Be upfront and clear so words like “introduction” can be of benefit.
- You should look to state a problem or a competitor in the subject and then address this point fully in the body of the email.
When it comes to subject lines with this style of email, it is best to be direct and honest. People don’t know you and you haven’t earned their trust so don’t try and trick or fool them, just be honest about what you have to offer.
#2 Show that you have carried out research and be personal
When you receive an email, reading a greeting to “valued customer” makes you feel anything but a valued customer. There is a great deal to be said for the personal touch and with a little bit of research, you can make sure that you come across in a positive manner.
- You should show that you have an awareness and understanding of the recipient so mention something about them or their firm and maybe even make a link or reference something on their website.
- You should make reference to a news story or article that will be relevant to them.
- You want to indicate that you are aware of the firm, and that you can solve any problems that they have.
#3 Be casual
While you should always think about the tone and identity of your business, being uptight and formal is not the way to grab attention or come across in an effective manner.
- You should be relaxed, make informal jokes and use a more laidback tone of conversation.
- You should be looking to come across as being friendly.
#4 Gaining traction
Now that you understand the basics of this approach, it is time to focus on when you should take this approach.
You should look to take this approach when you are undertaking outbound sales or you are aiming to pitch at reporters for press coverage and support.
It can be difficult to reach out to reporters as they will receive a lot of emails so you need to make sure that you stand out from the crowd. Ways to do this include:
- Keep your message short
- Show why you are important
- Show why you are relevant
- Don’t do a mass email
- Provide interesting content
If you can show why your message is interesting, exciting or it will play into a bigger story, you will have a bigger chance of being featured.
There are a number of ways in which you can make a pitch seem exciting and offering an exclusive is a big deal. Reporters love breaking a story so if they think they can get kudos from being first to report something interesting, they will.
You want to make it easy for the recipient to like what you are doing and to be interested in your story. You should also only ask for one thing in your email. The language that you use should be relaxed and informal and you should also show that you have researched the recipient and that you are contacting them specifically.
It can be difficult reaching out to people in this manner but if you follow these steps, you should find that your chances of success of taking this approach are greatly improved.