Internal monologue
Think about what you think when you receive a cold outreach message. It could be on your work email, Linkedin, Facebook even through the post.
• Is this for me? Or is this for everyone? (I’ve read this somewhere else before)
• Who sent this? Are they trustworthy? Where can I find out about them?
• Ok, I’m curious, but busy, how big is the commitment you’re asking from me?
• Are you adding value I can use to save time or money or taking time away from me?
• How will you or won’t you make a decision easy?
<aside> <img src="/icons/send_blue.svg" alt="/icons/send_blue.svg" width="40px" /> It should be easy for the prospect to commit to the next step.
In this email I sent to a national retailer, my call to action is asking
"Can I send you a before and after photos from one of our recent retail fit outs?”
</aside>
Just because an email is not personalised for every individual, outside of their first name, doesn’t mean it can’t be effective.
Think about a few scenarios: