How to write a killer introductory email pitch

If you’re like me, you probably receive upwards of 10 introductory emails or LinkedIn messages every day pitching all manner of product and services. Do you read any of them? Probably not. I know for a fact that most of mine don’t even get opened because of the email subject line and those emails that do, rarely get read below the first line. That’s not because I don’t need their products or services. In fact, in the time it takes me to hit the delete key I probably don’t even know what half of them are selling. The point is – they are selling and I don’t want to take time out of my busy day to be sold to.

And that’s a problem. What if you or I want to use an email pitch to reach out to relative strangers and stoke up new business? Is email dead? Should we give up before we even start? Not so fast. You see, out of the hundreds of unsolicited emails which arrive in my inbox every month – very rarely, one does catch my attention and I do go onto (i) read it and (ii) take action. So what makes this rare email pitch different from all the others? Here’s a few observations, which if followed – are much more likely to lead to your email being picked up and read.

Get Personal

Blanket, impersonal, generic emails are of no interest to anyone. If you are sending volumes of unsolicited emails (i.e. spam) – don’t. Respect your receiver. Learn a bit about the person, their role and their business through their LinkedIn profile. Be sure to demonstrate that you have spent time doing this in your email. It shows a more considered approach.

It’s not me, it’s you

Here’s a golden rule about introductory emails. It’s not about your products or services, it’s about your reader’s problems and their pain points. If you’ve not spent time understanding the trigger point which makes people think “I need to buy one of those…” about your product or service – do it now. Make everything in your email about their pain and how you can take that away.

Cut the Crap

Have you ever read an email and thought “I don’t even understand what this is about”?  I had a sales email the other day exactly like that. In fact, it was one of the few emails that made me read past the first line, purely because it made no sense whatsoever and I was intrigued to understand how bad the email could get (it actually motivated me to write this). The bottom line is – cut the jargon, the over familiarity and the clichés and tell it how it is. Your reader will appreciate the normality and honestly of what they’re reading.

Don’t do the Loop

There’s a common thought process in sales, that the more you contact someone, the more likely they are to buy from you and to an extent that’s true. However, some very lazy people are taking this to the extreme and simply setting up repetitive, automated email loops containing four or five messages, hoping that at some point the recipient will finally break down and buy (or cry). DON’T DO THIS. WANT TO KNOW WHY? Your domain will be blacklisted. Take a look in your spam filter and you’ll probably see hundreds of emails from people putting this lazy practice into practice. Why are they in your spam folder? Because their domain has been listed as junk. Do you want to risk all of the emails addresses in your entire organisation being listed as junk? If you are sending out junk you deserve to be classed as junk so don’t take the risk.

Size Matters

When we work with clients to create an email pitch, they often want to squeeze every last possible bit of information they can think of into a message. Who they are, how long they’ve been going, why they’re great, what they offer, what this means, who else they’ve done it for, what else they might be able to do and an infinite number of ways they can be contacted. Your recipient has no time or interest in this. All they want to know is what’s in it for them… and rightly so.  Keep your email pitch short, simple and to the point. Here’s quite an extreme example of a good message that does the trick:

Dear <name> . I notice that you <demonstrate you know who they are> . We help companies do <value add> .  We could <explain exactly how you could improve their circumstance> . Would you be Ok with me dropping you a phone call at some point this week to tell you a bit more / demonstrate our product?

I look forward to hearing back from you shortly,

Provide an Incentive

If you want to add extra spice to your email, try adding a time-limited incentive. Maybe the reader can get a free upgrade to the next service package. Maybe they’ll get entered into a prize draw or receive a tempting discount. The choice of incentive is up to you. Just make sure it’s something that will motivate the recipient to take action. The offer of a free “consultation” is about as popular as a leaky pen.

Be Precise

As I’ve shown in the short email example above, be precise. There’s a temptation with emails to write an elaborate play on words, a war and peace email showcasing your literary prowess. But every unnecessary word your type is taking the reader’s focus away from your message. Be precise in what you’re offering and be precise in what you want. Leave the storytelling for your blogs and other extra-curricular activities.

That’s all from me for now. If you like this article, please share it and if you need help with any area of your marketing, drop us a call today on 0207 458 4788.

Here’s how not to outsource your marketing…

I thought I’d break from the norm of our typical “how-to” blog post this week to tell you about an experience I had last week at the Chartered Institute of Marketing (CIM) Small Business Conference.

If you have any involvement in marketing (and maybe even if you don’t) you’ll have heard of the CIM. For over 100 years, they have been supporting, developing and representing marketers, teams, leaders and the marketing profession as a whole. They are in fact, the largest professional marketing body in the world and so you can imagine, the calibre (in the most part) of the speakers on the stage was pretty high and some of the talks that were given, were truly exceptional.

But there was one particular speaker that really stood out…
…and not for the right reasons

The majority of speakers delivered some great key messages to help small business marketers make the right choices around how to get things done… pointers such as:

  • Make sure your website answers the question “why should I choose you?”
  • Always market with the decision maker in mind above that of the user of your product
  • Use stories to convey the value of your offering
  • Create an ‘advantage’ for each product or service you sell
  • Don’t forget the small details — they make all the difference
  • Marry your sales and marketing strategies together to be more productive

This particular speaker however, had no interest in offering advice — only to sell the services of the company she worked for in a 30 minute sales pitch (let’s call the company ‘Marketing Magic’ for the sake of keeping anonymity). With the price of a ticket sitting at a princely £75, you can imagine that a 30 minute sales pitch did not go down particularly well with the audience.

But it did with me and here’s why…

Marketing Magic’s offering was an outsourced Marketing Director service. The speaker initially built the business case by stating that a typical Marketing Manager might earn around £40k per year and once you add on office space, mobile phone, a laptop a company car and all of the other expenses — it would cost an organisation around £80k to employ a full time Marketing Manager and this was quite a stretch for many small and mid-sized organisations.

The solution from Marketing Magic to save money, was to outsource your marketing to a Marketing Director from their organisation for just 2 days per week at a cost of £60k per year. YES — that’s correct. Their solution was to take on a much more expensive marketing manager for less than half of the time that you really needed them in your business.

I was ASTOUNDED to say the least and it made me realise that here at businesshands, we need to shout louder about what we do, to make sure organisations likes yours understand that there are far better options available to fulfil your outsourcing marketing requirements.

How about an entire marketing department from just £1,295 per month or £15,540 per year?

Yes, that’s right. Here at businesshands, we can give you access to an entire marketing department from just £1,295 per month. Here are the skills sets and expertise available to you 5 days per week (and in some cases 7 day per week) with our amazing service.

  • Marketing Director with real strategic insight. Able to understand your organisational objectives and work to define and implement a winning strategic marketing plan.
  • A social media expert — adept at creating inspiring posts. Someone who actively engages with and nurtures your on-line community to deliver real value to your organisation.
  • A content expert / a copy writer / a blogger. Someone to research and deliver passionate and engaging pieces to help grow brand awareness, increase website traffic and drive audience engagement.
  • An email marketing professional. Someone to produce and deliver regular, top quality email content that defines your brand and calls your target audience to action.
  • A dedicated SEO expert who will help your organisation rise up the ranks of the world’s favourite search engines such as Google, Yahoo and Bing with your own personalised search engine optimisation strategy.

And you can get access to all of this for less than the salary of a marketing assistant*

So my message is simple. If you are in any way looking to expand your in-house marketing skills and expertise, come and speak to us. Whether you have £15k or £150k per year to spend — there is no need to compromise. Outsource your marketing to us and we guarantee to deliver more than the equivalent cost of a salary ever could in-house (and don’t forget  – if you employ someone in-house, you still need to give them a marketing budget to do their job. That’s one more expense).

So get the marketing capabilities and expertise of an organisation with 10 x your budget and contact us now on 0207 458 4788. It will be one of the smartest strategic moves your organisation will ever make.

Thanks for taking the time out of your busy day to read this post . We’d really appreciate it if you would hit the share links below and help us spread the word… and of course we’d appreciate it even more if you gave us a call to chat about our services.

Chris

CEO businesshands

*Prices start at £1,295 per month and are entirely dependent upon your organisation’s needs. The exact pricing to outsource your marketing can be confirmed upon confirmation of your requirements.