Writing cold outreach messages can be daunting. Let’s say you have a perfect list of prospects and that your goal is to start fruitful conversations with them. A well-crafted message can be the main differentiator between making the most of these contacts or spinning your wheels and getting stuck in the mud.
The good news is that we have distilled our expertise into this simple list of dos and don’ts that you can use to hone your outreach messages to maximize responses. Here is what you need to know.
Do make it personal
You can achieve this by using variables like {{First Name}} or {{Company}} to personalize the message as much as possible. If you can find a natural sounding way to incorporate it, use it twice. Remember that Dale Carnegie, the author of How to Win Friends and Influence People, famously said, “A person’s name is, to him or her, the sweetest and most important sound in any language.”
Do incorporate details
By this, we mean that you should avoid being overly vague. Use specifics when sharing information so that you do not leave your prospect to fill in their own blanks. The more open you are with the details; the fewer questions people will be left with.
Do not be self-indulgent
Make your messages more about the recipient and less about you. Why should they care about what you are telling them? Make sure that your message is value driven. Arguably the most important thing is to find a valid connection between what they do and what you have to offer.
Do be relatable and light-hearted
The tone that you use can have a significant impact on the way in which people perceive you. If your tone is relatable, friendly, and light-hearted, it can make your brand seem much more approachable. A thoughtfully placed joke can convey an open and honest attitude to the conversation – but only if it makes sense for you and your brand.
Do not say “because”
Instead of using “because,” you should tell the person exactly why it is such a clever idea for them to get back to you and to contact you in response to your message.
Do not make assumptions
They say that when you assume you make an ASS out of U and ME. When it comes to cold outreach, this means that you need to ask clearly and directly without using language which assumes the reader will automatically agree to meet after hearing what you have to offer. Respect is a key element in building a good relationship.
Do keep it casual
Keep it casual and skip the pitch. You are simply reaching out to someone to validate if there is a good fit. The sales can happen down the line – for now, you are just trying to start a conversation. Use contractions to give a simpler tone and to parse your language.
Do be as brief as possible
When you are reaching out to people, you are asking them for a moment of their time. You can better respect that time if you keep things as brief as possible, avoiding filler sentences and huge, dense paragraphs. The more concise you are, the better the chances of people reading your message to its completion.
The good news
The good news is that it is not a deal-breaker if you do not include all these features in your next campaign. Over time and with practice, you will start to get an instinct for what works and what does not. Try some of these approaches out to get in the habit of writing strong copy and your inbox will be full of potential new business leads in no time.
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