Many cold email pitches run like this:
We offer XYZ services at affordable rates. If you are looking for an XYZ service provider, let us know.
Whether as social media direct messages or via email, most cold email pitches look like they have been crafted at the last minute, without utter disregard for what the intended reader might feel about it. The moment that email lands in your prospect’s email box, it spells the “death of the opportunity”.
An SEO professional might end with: “… let me know if you need SEO services.”
A freelance writer might end with: “… let me know if you need a writer.”
A PPC marketer might end with: “… let me know if you need a paid advertising expert.”
Seriously? That’s the best you could come up with?
Without any value or purpose, what you did with such an email is, you wasted the precious time of a busy professional or business owner, offered ZERO value, added no credibility, and put the onus on him or her to offer you the sale.
Essentially, you are not doing the selling but asking him to do it for you instead. You are telling the prospect that “if he needs a …”, he must reach out to you. Such a clever idea, right? Wrong. He closes your email without even reading the whole of it, and goes about his day forgetting you ever wrote to him.
You did not offer your prospect anything to mull upon—or perhaps, sent a half-baked offer that sounds like an invitation but acts like a nonchalant shrug. Hey, you don’t care whether your prospect hires you or not. You let him know that he can “let you know if …” or maybe not. Who cares, right?
Like you put a dollar on the table and waiting for someone to buy a winning lottery ticket with that, and then share with you the spoils. That’s a nice dream but unfortunately, it’s going to remain that — an unfulfilled dream farthest from reality.
I understand that some of these people don’t want to seem pushy, or let’s say, sales-y. They do not want to appear needy or self-promotional. Though sales emails are generally looked down upon, especially the ones that talk too much about the product or service, emails that genuinely add value and hit the WIIFM button of the recipients, they would find it of interest.
While you might have let the reader know that you are offering a service, whatever it might be, ask yourself: why would he be excited to hear from you?
Are you offering an “opportunity”? Are you talking about solving their problems? Are you writing about something they are hopelessly looking for?
Think about the email above. Imagine you are the client who just got that email. Yes, it’s true that you are looking for someone to help your content rank higher in the search engine results. But why choose the person who sent that email? SEO professionals are dime a dozen. What’s so great about that person?
Okay, so you are a freelance writer. You sent an email like the one below:
I am a technical freelance writer with over 10 years of experience. I specialize in B2B SaaS content writing. I have written for Pub A, Pub B, and Pub C.
You can find a few of my samples below:
If you need …”
You know what comes next.
The pitch above is good, no doubt. However, it’s not great! It missed mentioning the most important point: What’s In It For the Reader?
Remember, the best sales emails do not shy away from pitching the offer. Instead, they do it so well that the prospect cannot ignore the offer. The reader has got something you are looking for, but most importantly, you have SOMETHING that the prospect is looking for.
When your email reads like the above, you are not giving any special opportunity for the prospect. You are yet another service provider among the crowd—we are living in a world of mediocre abundance.
Don’t hold your cold email pitch back.
Don’t hide behind yourselves.
Next time, go full throttle.
Instead of asking your prospect to make the choice, help him or her the make the choice by understanding his deepest needs and wants, and explaining how you can help him in his pursuit of happiness.
Instead of ending with “… let me know if you need a …”, start with “… let me explain how I can help you.”