How to use cold emails to sell to people who assume you’re a fraud
Published: Fri, 01/08/21
No time for small talk or natter.
Here we go:
elBENBO: If you were going to cold email a super skeptical person of power and influence, what would you say in it? Let’s say they see a cold email and just assume whoever sent it is a fraud. What would your strategy be?
JON BUCHAN: I would treat them no differently to anyone else. Anyone can be disarmed with humour. State your intentions immediately but with levity. You can be direct but meek, and I’ve found such a combination to be reliably efficacious.
If this person is of enormous stature and you suspect they don’t check their own inbox, I have two recommendations.
Reference the fact that you believe an assistant is likely checking and moderating their inbox. I once included the line “Thank you (or your wonderful, erudite and hard-working assistant) for not deleting this email.”). This resulted in my email still getting to my target, despite the fact he had moved to a new role in an entirely new company.
He emailed me to say “Congratulations on your approach. My wonderful, erudite and hard working-assistant at my old job forwarded it to me at my new role. ”
If you’re contacting someone of incredible influence or fame (or infamy), it is likely near impossible to get their email address.
Instead, figure out who’s in the office with them every day.
Find 4 or 5 people who are in close contact with your target.
What can you send to them that will cause them to have a conversation about you? You can’t guarantee a response, but you can almost guarantee that someone will talk about you. With enough daring, you can get the response you need, no matter the stature of your target.
All right, that wraps the training up.
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Ben Settle