Writing cold outreach messages can be daunting. Let’s say you have a perfect list of prospects and that your goal is to start fruitful conversations with them. A well-crafted message can be the main differentiator between making the most of these contacts or spinning your wheels and getting stuck in the mud.
The good news is that we’ve distilled our expertise into this simple list of dos and don’ts that you can use to hone your outreach messages to maximize responses. Here’s what you need to know.
Do make it personal
You can achieve this by using variables like {{First
Name}} or {{Company}} to personalize the message as much as possible. If you
can find a natural sounding way to incorporate it, use it twice. Remember that
Dale Carnegie, the author of How to Win
Friends and Influence People, famously said, “A person’s name is, to him or her, the sweetest and most
important sound in any language.”
Do incorporate details
By this, we mean that you should avoid being overly vague. Use specifics when sharing information so that you don’t leave your prospect to fill in their own blanks. The more open you are with the details, the fewer questions people will be left with.
Don’t be self-indulgent
Make your messages more about the recipient and less about you. Why should they care about what you’re telling them? Make sure that your message is value-driven. Arguably the most important thing is to find a valid connection between what they do and what you have to offer.
Do be relatable and light-hearted
The
tone that you use can have a big impact on the way in which people perceive
you. If your tone is relatable, friendly and light-hearted, it can make your
brand seem much more approachable. A thoughtfully placed joke can convey an
open and honest attitude to the conversation – but only if it makes sense for
you and your brand.
Don’t say “because”
Instead of using “because”, you should tell the person exactly why it’s such a good idea for them to get back to you and to contact you in response to your message.
Don’t make assumptions
They say that when you assume you make an ASS out of U and ME. When it comes to cold outreach, this means that you need to ask clearly and directly without using language which assumes the reader will automatically agree to meet after hearing what you have to offer. Respect is a key element in building a good relationship.
Do keep it casual
Keep
it casual and skip the pitch. You’re simply reaching out to someone to validate
if there’s a good fit. The sales can happen down the line – for now, you’re
just trying to start a conversation. Use contractions to give a simpler tone
and to parse your language.
Do be as brief as possible
When you’re reaching out to people, you’re asking them for a moment of their time. You can better respect that time if you keep things as brief as possible, avoiding filler sentences and huge, dense paragraphs. The more concise you are, the better the chances of people reading your message to its completion.
The Good News
The good news is that it’s not a deal-breaker if you don’t include all of these features in your next campaign. Over time and with practice, you’ll start to get an instinct for what works and what doesn’t. Try some of these approaches out to get in the habit of writing strong copy and your inbox will be full of potential new business leads in no time.
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