How to Write a Cold Email

Presented live on Tuesday, Feb 28, 2017 – register for our next tutorials

Want an influencer to share your content? Got a prospect in mind to pitch your product or services to? When you know how to write a cold email, you stand a far better chance of getting your foot in the door – and growing your business. In this tutorial, you’ll see how to write not one, not two… but five different cold emails – all based on cold email templates that work again and again.

Joanna is writing in Airstory, the beautiful drag-and-drop document platform. 

 

Transcript

Joanna: Okay, this is the craziest tutorial Tuesday ever. Like it’s our what, fifth? I’m at a standing desk, and my cat just tried to jump all the way up, and it’s a rag doll and he has no vertical game at all, so he like was hanging on. I was dying of laughter. I’m so sorry. That is just awesome. Okay. Wow. This is like the world is against us talking about cold emails. As soon as we start talking about cold emails, it’s like, no, Copy Hackers is not allowed to talk about it. Okay. On track, we’ll just like edit out the whole part when we post this, but thank you. Yeah. [inaudible 00:01:11] Huffalot is his name, and he’s a wonderful little cat. He just doesn’t get that he can’t jump this high. Okay. Cold emails.

I’m not sure how much you … I am. Chris Clay just said I’m modeling how distracted those influencers are, right? I think that’s actually a really good point. The point that I was making during [inaudible 00:01:32] boys, was that the people that we’re trying to reach out to are trying to be reached by other people. Others are trying to do it. If you’re trying to reach somebody, chances are extraordinarily good that somebody else … I’m just [inaudible 00:01:49] But that somebody else is definitely trying to reach them, and are they gonna do a better job? Chances are that even if two cold emails end up in some influencer’s inbox, and they happen to look at both, are they going to open and respond to both of them?

People are busy. We know that’s true, so that’s why we want to focus our efforts in writing cold emails on people that are very likely to actually do something with our cold email, so knowing a lot about that person, and then, tailoring the content to them, but that doesn’t mean you always have to start from scratch, and it also is something to be careful of when you know a lot about your prospect, about the person that you’re reaching out to, you may, as I’ve seen, you may find yourself saying a lot in an email about how much you know about them, like giving a lot of examples of things they’ve done, and it can be good, and we’re gonna show you some templates based on links that have worked really well. It can be obviously very good to flatter and compliment the person that you’re reaching out to. It’s definitely good to make sure that they know you actually know who they are, and you didn’t just like get a list of people that you should probably try to reach out to, and then like go whip off a whole bunch of emails to them. That’s bad.

We don’t want the recipient to the cold email to have that reaction, but at the same time, you don’t want to come off as a stalker. You don’t want to come off as somebody who knows everything there is to know about the person you’re reaching out to, so we’re gonna talk through five templates, now, ’cause we’re ten minutes in. Tutorial Tuesdays are supposed to stay really short. They don’t usually have complete audio and cat fails throughout. Although, I don’t think that was a cat fail. I think that was pretty awesome. I’m gonna share with you now these templates that we use for cold emails, with some examples for them as well, and they’re successful cold email, not one time, but many times, so the measure of them, if you saw the email that I sent out before this session started, and that was about two hours ago to tell you what’s gonna happen.

If you didn’t see it, I’ll just quickly recap. The way that we put these cold email templates together is, when somebody sends me a cold email, it always goes into a swipe file, because I keep in my swipe file bad examples and good examples, and the way I can tell it’s a good example, when it’s a cold email, is I reply to it, so when I go through my Gmail swipe folder, and I see four cold emails, I’ve got like a billion swipes in my Gmail … When I go through and see the cold emails that have a three or four next to them, indicating that there’s a three and four back and forths on that, that’s usually a good indicator that the email was probably effective in getting my attention, if I actually responded to it.

So, we take that, and then, we use that when we’re gonna send out cold emails to people. Okay, that worked on me. Will it work on others? We did this a lot, almost to the point that I don’t even know if it works anymore. It’s not included in here. But we got an email from a local person at a startup where the subject line was Free Beer. I don’t even drink beer, but it’s a good subject line. I opened it, I used it, I responded it, and then, I later used it, and it was still effective, so we take the emails that work on us and then, we test them on people that we want to reach out to that we might not know very well, or that we might not know at all, and that’s what happened to come up with this training for you this morning, this live training.

Okay. I’m going to now share my screen with you. You will see very soon that one, this one. You should be seeing … I’m gonna wait to get the okay from Sarah and Lance that you are seeing my Air Story screen. Yes, Sarah, yes, Lance.

Lance: You’re good, you’re good.

Joanna: Thank you. Okay. I don’t want to move forward, with the luck you’ve been having in this tutorial today … I’m not moving forward without any okay. We have five templates here that I want to show you, with examples beneath each, so we’re gonna talk through cold email to promote your content to an influencer, and there’s gonna be some things you’ll see across these, like things that are in common across each of these. The next email is remote content to a quoted influencer, so if you create content, and you quoted me in it, or someone in it, whatever, then this is the kind of email that you might want to send, and this is the personality edition. This is the one that really comes off as a lot more personal, frankly, because it feels like there’s a real person really writing it. The content promo to anybody, so anybody that you want to share out your content, this email is great for them to pitch your services. This one worked really well on me, and it continues to work, so I definitely recommend it, and timeliness is a very important part of why this works so well, and finally, to pitch your product.

That’s a lot to cover off, so we’re just gonna fly through it. The first one. Cold email to promote content to an influencer. Across the board, all your cold emails should always come from your first and last name, ideally. At least your first name. In best cases, first and last, largely because it feels personal. It doesn’t feel like you’re sending from Mail Chimp or somewhere where you can rewrite your from name, so your first name and your last name. Real names, not fake names, knowing that a lot of people have installed in their email client ways to identify who the sender is, so if I get a cold email from somebody who has a really American sounding name, and then, I can see in like Rapportive, more about them. And if you don’t Rapportive, R-A-P-P-O-R-T-I-V-E.

It’s a plugin for Gmail to help you understand who’s sending emails to you. If the name in the sender name doesn’t match or doesn’t seem like it’s a connection between what I’m seeing in Rapportive, that’s a problem. For example, I got an email from somebody who was clearly not a woman, with a name that was very womanly, and it was Brenda Johnson, or something. There was no way the sender was actually Brenda Johnson, so that’s a huge [inaudible 00:08:41] for me, so obviously, it should be your actual real name, in best cases … Or in all cases, I don’t know why you wouldn’t be using your real name, so there are obviously little signals you can send out. Use your full name, especially on mobile devices. Your from name is a huge signal that a person should or should not open your email, and most email on mobile, your from name … Sorry, I’m just seeing something … Your from name is bigger than your subject line. It’s very important that you get that from name right. I don’t think you have to put your brand name in there. None of these cold email templates have your brand name in there. First name, last name.

The subject line on this one begins with the person’s name. As often as you can, it’s good to put that person’s name in there, or even their brand name. A subject line, we’re not gonna go through in these cold email templates. That works really well on us, has again and again, is our brand name, plus and then the sender’s brand name, so Copy Hackers plus Receitful. Okay, so I can see that there’s something called Receitful, and they know about Copy Hackers, and someone’s suggesting from Receitful that we do something with Copy Hackers, and other ways are just like those two chevrons, like the brackets between the two, but the brand name plus the brand name works really well. We’re not gonna talk about that in this one, though, but it’s another point being, we all need signals in our inbox that we should pay attention to that email, because it’s so obviously easy not to pay attention to it, so we begin …

This is us going faster, because I’m only on like the third word here. First name, can you help me? Hey, Joanna, I know you get a ton of emails, so I’ll keep this short. Then you want to say the thing that triggered the sending of this email to this influencer, so in a lot of cases this might be something like, and I’ve got an example down here … If you’re sending this to like Heaton Shaw, and Heaton Shaw just upvoted something on Product Hunts that’s related to a product you have, or some content you created about a product like that, or about Product Hunt, whatever it might be, if you have a timely trigger, it works a lot better than something that feels really cold or out of the blue. We want to have our cold email be less cold.

As warm as possible, knowing that you don’t know the person, so what else can you do to make it feel this isn’t an ice cold communication? And if you can indicate that you have followed that person, that you’ve noticed something they’ve done recently, then that can be a great way for you to start warming the conversation up, if they don’t know who you are. You say what the trigger is, then you say your quick reaction to that, like, “That was cool,” or, “I couldn’t believe it,” or whatever that quick reaction is, where you’re involving yourself, now, in what they’ve done. And then, you say the thing that leads to you with casual language, like, “Anyway, we posted something similar on X, but this time we focused on,” now you want to say what’s different.

They just posted an article, or they just tweeted on an article about SEO in 2017, you would say, “We actually just wrote something about that too, but here’s our angle on it,” and the reason you need your own angle on it, is because why should they care about content they’re already familiar with? If you have your own angle on it, now, not only are they likely to click through and read because it interests them, but they have a reason to share that too. It doesn’t conflict with the thing they just shared out. They can see a reason to share it, and then, if you can say something extraordinary that happened, like, “In fact, we managed to,” and that might be something like, “Okay, we managed to interview 30 Google SEOs, or something, in the making of this content.” That’s interesting too. Now, I have yet another reason to care. And it might sound like, “Oh no, well I don’t have any of that stuff.”

Well your content should have something that’s unique about it, and the extraordinary thing you did to create, it doesn’t have to be that extraordinary. You just have to tell the recipient why they should care about this content so that they will want to get the link to it and share it out, and then, this is the important part. The call to action is not, “Hey, here’s pre-written Tweet for you,” or, “Hey, I’d love you to go check it out. Here’s the link.” We get those all the time. I never click on them, and if I do, I’m extra skeptical actually of the content that I’m reading, once I click through, because I haven’t been nicely invited, really. I haven’t experienced that moment of, frankly, respect, and I think a lot of people who receive cold email will feel the same way, where it’s like, “Hey, I know your time is really valuable. I’m not even gonna give you the link, but I you want to just reply back real quick, yes, I’ll send it right over to you.”

Since you consistently share content on, and then, that subject, very quickly … This is supposed to be a short email, remember. All of these … Some of the longer ones … I really would love to get your quick feedback on it. Mind if I send you the link? Getting quick feedback on it is important, so this is like an adage. We’re hearing more and more and more lately, and that is, if you want something, first ask for advice, and you’ll actually get the real thing you want. If you want money, ask for advice. If you want a share, ask for advice. If you want anything that the other person has to give up, ask for advice instead, so if you say, “I’d really love to get your quick feedback on it,” the recipient might actually give you feedback, and then, might also share out your link too, or they might just say, “Yeah, cool, send it over,” and then, you send it, and they just share it up.

Example below, I’m just gonna read through it. Hey, Dharmesh, if you’re writing to Dharmesh Shah. I know you get a ton of emails so I’ll keep this short. Earlier today, you tweeted about how template emails saved your users more than a million hours in the last year alone. So cool, that’s amazing. Anyway, we posted something similar on [inaudible 00:14:42], but this time we focused on how templating your blog post can save you a ton of time. In fact, we managed to create three charts to illustrate time savings across nearly 25 thousand data points. Since you consistently share great data-driven content, I really would love to get your quick feedback on it. Mind if I send you the link? Cheers. Name, and then, actual signature. That’s to go. I’m just looking at this question here to see if we’ve got anything. Chats.

We’re good. I know some people have to leave, so there will be a recording after this, with the first ten minutes of catastrophe, as Christine said, cut off. Influencer number two is next one. If you quoted an influencer, this is the personality edition. Still, from me, is first name, last name. That’s your first name and your last name. Subject line, now this is not … This is pure template, so this is like Take This Subject Line and Use It. Of course, once people start doing that, then, you’ll see it everywhere and it’ll die. It’ll not be as valuable as it used to be, so you may find that you’ll want to definitely play with your subject line, if you find that open. Start going down, because people are used to seeing the subject line. Hi, first name. Again, personalizing here. We didn’t personalize the subject line, so we do want to immediately personalize in the body.

My name is, I’m in this, and then, this is where you start to show some personality, so you tell them a bit about yourself, and then, you say something that’s a little light and funny about the city you’re in, and this caught my eye when [inaudible 00:16:18] and I tried doing it too, and it was really interesting. Anyway, that’s called an awkward transition, I recently wrote a blog post about, next subject, in which I quoted your specific advice. You can see that post here. Given that you’re, again, same subject, expert, I was wondering if there was any one thing you would change in the post or add to it. Importantly, one thing. You’re not saying, “I’m wondering if you can tell me what you think about it,” which you were kind of doing on the last one when you asked for feedback. Is there any one thing, and that focuses them on maybe giving you one piece of feedback, instead of looking at your whole post, and going, “I don’t know. Change all of it. Do everything. Do nothing, I don’t know.” One thing would be like, “It’s great, but your headline is not that snappy, or it doesn’t reflect what actually happens in the context.” You might want to change that. One thing is better than many things.

And then, say why this matters to you. I’m trying to create a library of the highest quality material on my site, and I really value your advice on this. You’re complimenting, you’re flattering, but you don’t sound like a total kissass. Quick last note, thanks a ton for all the work you do. I’ve learned so much from you. That actually works a lot. It works really well, so then, that gets into … Sorry, I don’t have the right example there. That’s weird, so I’ll go ahead and put that in there afterwards. My bad. Sorry. [inaudible 00:17:46]

Let’s move on for time. Cold email to promote content to anyone. Again, same from as before. Subject, quick question. We didn’t personalize it, so what are we gonna do? Immediately, in the cold email, we are going to start with, Hi, first name, I know you get a ton of emails, so I’ll keep this short, and then, you better keep it short. I’ve just published something about, like subject, and I think you’d be really interested, and I’d love to get your feedback on it. Mind if I send you the link?

This is a really, really, really commonly used template for good reason. It does keep it short. It still is personal. It doesn’t give the recipient too much work to do, like any real work to do. They all just have to just answer with yes or no. No, I don’t want the link, so they probably won’t answer at all, or, “Yeah, send it to me.”

Filled out, quick question. Hey, Jessica, I know you get a ton of emails, so I’ll keep this short. I’ve just published something about SEO I think you’d be really interested in. Would love to get your quick feedback on it. Mind if I send you the link? If you said, “Would you mind sharing it out?” I have seen that very one come in, and I have not shared that out, unless I feel really like … Just, I’m in a mood where I feel like being nice to people, or sending cold emails, just like, okay, cool, that’s fine, like I know you’re trying, but if the person’s very busy, they don’t really have the luxury of saying that. Saying, like, “Okay, fine, I’ll do it.” That’s to just ask for a small ask.

Those are all of our content promotions. Then we get into pitching your services. I’m gonna fly through these. First one, again, same, from name, your name, last name. Then, a relevant signal class deliverable. I’m gonna show you what that means in the example. Hi, first name, explain the trigger for sending this, so what has done it. You are trying to pitch services in a timely way, so it’s important that you immediately match the timeliness. Really help recipient understand why this matters to them right now. I would love to help you with that thing, that was the trigger. I’ve helped other people like you with great success. Take a look at my portfolio here. Again, you’re pitching your services, so you should have somewhere for them to go look. If you don’t have a portfolio, because your services aren’t like that, then you would replace that with something else.

Plus, and then, you want to enter a key differentiator, and this is gonna be really clear, when I show you the example, but when you go back and try to write this, this template will help you better understand what you’re gonna be filling in, once you’ve seen the example. Sure got a lot on the go, always respecting the recipients time, trying to keep these really short. Can we hop on a quick call? You’re pitching services now, so you’re ask is gonna be different from the ask for getting someone to share your content. Here is one that actually is very close to one I got back at MOZCON 2016.

People who had slides for MOZCON, people are starting to file in, seeing them in here, that’s cool, so people who are gonna present to MOZCON, obviously, listed on a speaker’s page. Okay, that’s true for like every conference, so somebody who wants to put slides together for people like those who speak at conferences would be very wise to go through those conference speaker list and pitch them. Say, “I’ll do your slides for you. I’ll make them look way better. You’ll look like a pro.” This is what’s happening there. Hi, Joanna. I saw that you’re scheduled to speak at [inaudible 00:21:11] Fest this spring. I’d love to help you with your slide to make you look extra amazing onstage. I’ve helped speakers at [inaudible 00:21:16] Fest, MOZCON, and Inbound, with great success. Take a look at my portfolio for some inspiration. Plus, if you’re looking to add video to your slides, so we’re doing that plus extra relevance, giving the audience [inaudible 00:21:27] I can help find [inaudible 00:21:28] engaging videos too. I’m sure you got a lot on the go, so can we hop on a quick call, and I can take slide design off your to-do list. That is a critical end note.

Taking something off a busy person’s to-do list is what service providers are all about, so all you have to do is say it. “I’ll take it off your to-do list,” just say that. And then, now, I can imagine my life with that not on my to-do list, and if I’m not busy, your services wouldn’t work for me anyway. I don’t need your services if I’m not busy, unless I’m an absolutely crap slide designer, so there’s that angle, too, but I don’t know if you really want to go that angle. It’s far better usually to say you’re gonna save some people a lot of time, and make them look amazing at the same time. That’s that. On to the last one, which is pitching a product.

If you have a product that you know somebody else should be using, an influencer should be using, this is a way to go about getting them to at least start paying attention. First name, last name, desirable thing for the person, so what’s the desirable thing, in noun form. I’ll show you, that the recipient wants, and then, you put in brackets for you with their name, so desirable thing for you, Joanna. Hi, Joanna. You’re busy, but I hope you can spare 20 seconds for something that could, and then, say what desirable outcome they’re gonna get that could save you a ton of money, or that could make you a ton a money, or that could help you hire your next CMO, or whatever the thing is that’s desirable that you’re pitching. And then, the adverb. Is it gonna be fast? Is it gonna be cheap? What is the thing? That desirable outcome can’t just be get one. It has to be done in such a way, like faster, cheaper. My name is, now we getting into introducing ourselves, so we’ve got their attention by talking about them, and now, we’re gonna talk a little bit about ourselves so that they know why they should care about what we’re saying.

Who you are, what your title is, what the brand name is that you’re at, and very quick value prop. Four, five, six words. Something, again, it’s cold email. They’re not gonna read a lot, so you better tighten that up. Our … Some social proof here … Customers have been using our, and is it a service, is it a product, is it software, whatever … To, then the thing that it’s most obviously used for, and then, the unexpected benefit that comes out of that use. Then, you make the offer, you help them understand the offer in their world, and then, you give them the easy ask, where you’re asking it in question form. Here’s how that looks.

Content upgrades that [inaudible 00:24:07] leads for you, Pat. So, if you were pitching Pat Flynn on your content upgrade product, it’s gonna be some WordPress plugin that you have to turn all of Pat Flynn’s blog posts into content upgrades. You know he’d be great to use it, you know that if he uses it, he’s gonna tell people about it, or they’re gonna see it on his very popular site, and by the way, he knows that too. He knows that he has that capital, or that courtesy. He knows what he’s got. He’s not a fool. He gets it, so you have to make sure that you make it sound like a good pitch for him, because he could just as easily … Actually, far easier, say no.

Hi, Pat, you’re busy but I hope you can spare 20 seconds for something that could double your opt-ins fast, and if that’s not the right, desirable outcome for him, it probably won’t work, so you have to know your recipients in order to know what that desirable outcome is. My name is Matt, I’m the co-founder of Blogalot, the content upgrade plugin for WordPress sites. Our 2000+ users have been using our plugin to turn blog posts into downloadable PDFs, and they’ve been getting on average, twice the opt-ins on posts that use Blogalot versus those that don’t. Again, I can hear people saying, “Okay, but I don’t have that kind of data. I don’t know if that’s true.” You have to have some sort of proof for your product, and if you don’t have any form of proof, and it doesn’t have to be 2000+ users. It could be, we’re just out of beta, but while were in beta, we had 50 users, and here’s what happened there. That’s the cool thing that happened, not the long boring story on what happened. The cool thing that happened. You can find the cool thing. Just get that nagging voice out of your head that says, “We don’t have any of that. You’ve got it. You just have to look for it.

We just added a convert kit integration. This is important. This is tying it back to his world. You know, because he’s an affiliate for convert kit, and he talks about it all the time, that he uses convert kit. The reason to send this to him right now is because you’ve just created a convert kit integration, so I’d love to offer to you white glove setup support and lifetime free access to Blogalot. This is for an influencer. We’re gonna give that influencer something that makes it really worth it for them. So, I’d love to offer you white glove setup support, and lifetime free access. Can I connect with your teach lead? This is not, “Can I hop on a call with you, Pat?” You recognize that Pat is busy, you have reason to believe, because he’s busy and doing well as a business, that he probably has somebody else who handles the tech stuff, and he doesn’t, if it’s still him, nonetheless, you’re still going into the conversation with this, like, “Hey, I’m gonna make your life really easy for you, so can I connect with your tech lead,” and if he’s like, “No, actually, let’s just hop on a call,” or, “Grab some time with me. You’re on my [inaudible 00:26:58]” or whatever. That’s his response, that’s up to him, but you’re doing your best to make it really easy for him to see that your world is all about making it easy for him.

Hope to hear from you soon. Thanks. Matt. That’s a longer tutorial Tuesday than ever before. I see people are filing in to these templates. You can see that they’re all available here as cards, that you can then go ahead and drag into your own projects, so that would be as simple as for the sample project that you have, or any new project you’ve got. Let’s just put a template there. You can open up a new tab, or start a new project. Drag these in from the shared projects, so you pull this over here. Any of them, drag them, accept it, and then, to make this your own, to make this yours, because it’ll be locked for you, to make this yours, all you have to do, is highlight that, click this little convert to card, and then, a new one shows up here, and that is unlocked, so this is now your template, so you can just call it Cold Email Template One. There you’ve got it from that point on. You can use it at any point by going into your All Projects, where you’ll see all of the cards that you’ve got across all of your projects, and you’ll be able to find it by searching the word “template,” there, so you’ll always be able to bring that up.

Go through and do that again and again, for all five of those templates, and then, now you’ve got them. Now, they’re right there for you the next time you want to write a cold email to Neil Patel, Heaton Shaw, all of the people that you want to reach out to, you’ve got templates to choose from. If there are questions … I know some people have to hop off. I totally get it. It went longer, but thank you for your patience, with initial tech slash cat stuff. Let me see. Any questions?
Carlos: Just one question, I think, from Carlos, really. It’s about including a time and date for that call to action, like when you want to chat with somebody. We’ve seen better responses when we include that time and date, versus just open ended, “Can we chat?”
Joanna: It depends, so if it’s something that I’m really gonna want, like the MOSCON slides, if I know I have a deadline to get those slide in as a speaker, and you know it’s gonna take some time, very good, then, to at least try and [inaudible 00:29:27] say, “Hey, are you free next week?” But it’s a little presumptuous, so we want to inch people along in saying yes. They can say yes to small things.
It’s harder to say yes to those the next step over. So if the first step is … What’s the first yes you need from them? The first yes is, “Yeah, sure, let’s talk.” It’s the initial response that’s basically just a yes. Then, the next one is, “Great, when can you talk?” So, if you’re skipping from that “yes,” to, “When can you talk?” Or, “Are you free this Thursday from two to four?” That’s trickier. That’s the kind of thing that usually happens in the followup email, no matter what situation you’re really in. You want to get that initial yes, make it really easy to say yes. As soon as I have to click over and look at my calendar and go, “I don’t know. I’m kind of busy that afternoon.” Then, I’m starting to question whether I want to do this at all, and if my life is starting to get harder already. I didn’t say yes to you yet, so I can just as easily back out and say no, so in that case, I wouldn’t. I haven’t, actually, until the second followup.

Do we try to keep templates to under a certain number of words? Rule is keep them short. If you can keep them short and still relevant, make it easy to say that one simple yes, make it sound like you know the person you’re talking to, and you respect them, that’s good, and you shouldn’t have to tell a long story to get there, so these templates cut out a lot of that fluff, but they also leave room for you to go longer than you ought to, so that’s the problem with leaving with desirable outcome. What if you express that in 20 words, versus expressing it in four words? Our goal is try to get it down to as lean as possible, because our recipient doesn’t know us. Why are they suddenly spending time with us? You’ve got that very quick elevator pitch, and it’s not even an elevator pitch, because they’re not stuck in an elevator with you. They can just close your … They won’t even have to open your email in the first place, and they can very quickly close it down, so you have to keep it very, very short. I wouldn’t say there’s a maximum number of words, ’cause it depends, but I’d say if it feels long, it is. Cut it.

All right, cool. We are seeing … Awesome, I’m glad some people are saying they really liked it. That’s great. Cool, Brian. I’m so glad. Cool. I think everybody else … I’m just looking through these really quickly. Everybody else appears to be taken care of, and that link to those templates has been sent out. If you don’t have an Air Story account, you just create an Air Story account. It’s pretty basic thing. You get a free project, obviously, and you can go ahead, and, of course, whenever you find that Air Story is extraordinarily valuable to you, then you can choose to add new projects, and upgrade to single or team accounts.

Jennifer, Michelle asked: Do you do followups to a cold email? We purposely didn’t include … Purposefully or purposely … Didn’t include followups in this. It’s a whole other conversation. An important point, though, is that if you do the automated followup thing, they didn’t answer you for a reason, and you don’t know what that initial reason is. They were busy, they were … Who knows? Or they just didn’t like your pitch, so we’re gonna leave that conversation for another time, because it’s such a big point, but you don’t want to not be a hustler, when it comes time to cold emailing people. This is the stuff of sales and hustling, frankly, so if you’re just gonna put something out there, and then, vanish, not as great as putting something out there, and then, following up in a smart way.

So, not just following up with … The worst for me. I didn’t reply to a cold email, and they, a week later, forwarded it to me with like “Ping” in the body. Ping. There’s no pinging. Don’t ping me. So, you’ve gotta be really careful with that followup. If they didn’t reply to you, it’s for a reason, so try to anticipate what that reason might be, and then, do your best in the next email, the followup email, to make sure that that reason is no longer a reason. People are saying that’s helpful. Great. I know it’s the end. Thank you guys for staying on for 40 minutes of this cold email tutorial. Tuesday, we’ll follow up with the recording. We’ll also follow up with another link … Same link, but you’ll have it in email to go ahead and access these templates in Air Story, and otherwise, we will see you next week, for the next Tutorial Tuesday. Thanks, everybody. Bye.