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Every sentence you write in a cold mail should make prospects want to read the next sentence you write.

7 days ago | From Prospect | Author: Forster Perelsztejn

As you probably know -or don’t- Prospect.io‘s purpose is to help salespeople cut their time spent on prospecting by 50%. Those efforts are accomplished through our product as well as through this blog.

Since it has been growing a bit, we regularly get pitched for internal as well as external guest posts, affiliate programs… Let’s be honest, we’re not a huge company and our blog isn’t as big as Hubspot’s, but it doesn’t mean we’ll settle for anything.

Truth is, because they’re so bad, some of those pitches have been giving us endless material to comment on.

1. I don’t care who you are (not yet anyway)
Don’t take this the wrong way, but your name is at the top of the email, at the bottom of it and, in most cases, again -along with your job title- in your signature. Don’t start by introducing yourself, start by giving me a compelling reason to care.

Also, Paul, you don’t really hope I’m well. You don’t even know who I am.

I don’t care about your or your name alright… but I want to know what your company does. Why would you talk about yourself and not the company you’re representing? That makes no sense.

2. Your email is too clearly a template
I have no issues with templates. Hell, Paul, I create and use templates on a daily basis. The trick is to make it look like it’s not one, by leaving more room for personalized content. And not only by using merge tags. Refer to the content of the blog, to the author… Make an effort!

Templates are meant to be modified and personalized.

Personalize some fields. First name is mandatory, company is great and something -or lack thereof- relating to my industry will make it or break it. Templates are good, but they’re made to be tweaked.

If you haven’t taken the time to research what it is I do and what it is I blog about or what my audience requires, you’re wasting both your time and mine. Maybe you’re on the clock, but it’s worth taking the time to research your recipient, it’ll yield much better results.

Every single request you introduce through email must be based on an exchange of value. There’s nothing wrong with asking, but you should make it clear why it’s good for me. Not just… “What do you need?” Especially if I don’t know you because I don’t know what you can provide for me.

       

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