1) Eliminate “I know how you’re feeling” statements.
We’ve become so accustomed to beginning our emails with, “I know how you’re feeling” or “I know what you’re thinking.” The problem is, we usually don’t. And when we assume we’re speaking to a prospect’s pain points, we run the risk of missing the mark by a mile.
Try this instead: “This [piece of content] was interesting to a colleague of mine in your field. Wanted to share it in case it resonates with you, too.”
2) Prioritize clarity over cleverness.
“A prospect walks into an email …”
What do you think? Should I continue down this road? Nine out of 10 people will probably say no.
Humor is an excellent addition to any relationship. It just shouldn’t be the main point of your outreach emails. Start out by showing buyers you’re a trusted professional who’s there to support their actual business needs.
Be diligent about the purpose of each line in your email. Try reading through an email and asking yourself, “What’s the main point I’m making in this sentence?” If there’s no compelling reason for the sentence to be there, or it’s for laughs alone, cut it. If there are multiple sentences making the same point, combine them. This will trim extra words and keep you on target.
3) Include something a prospect can’t find on Google.
Think of the most popular person at a party. They usually have something that draws people to them, even if it’s not initially apparent. More often than not they’re appealing because they have something compelling to offer. Something that no one else has.
The same can be said of effective outreach emails. Emails that can offer a bit of value beyond “Want to talk to a stranger on the phone?” -- whether it’s a statistic, tool, or resource -- are the ones that will engage a prospect more effectively.
So take the opportunity to demonstrate something. Link to a demo. Offer something (resources, content, a survey) besides a strong-arm tactic to start a conversation. Something, of course, that can’t simply be Googled.
4) Acknowledge that you’re strangers.
In email outreach, we often work under the assumption that people will be receptive to traditional relationship building techniques. So if we’re friendly and approachable, we expect the same courtesy. And if a prospect doesn’t respond or if they’re curt, we get frustrated. But if you stop to think -- do they really have a reason to trust a stranger yet? Not really. When introducing yourself, be clear that you aren’t intimately familiar with them and avoid any of the “shady” sales behaviors that destroy buyers’ trust (if you don’t know what I’m talking about, just visit here).
5) Get peer feedback on your emails.
It’s amazing how infrequently sales teams take advantage of peer-to-peer editing. Emails are usually written and edited by a single person and maybe their manager. But peer networks are pure feedback gold. Send your email drafts to your team and ask for opinions. What sounds off? What sounds weird? What sounds a little crazy or creepy?
As people who get emails from SDRs or sales reps from other companies, your peers most definitely have an opinion on what resonates and what doesn’t. Gather and use the additional perspective.
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