People talk a lot about personalization, but what are some effective ways we can do that? How can we build a framework for sending really great messages? Everyone has their unique methodology, but here are a few tips and tricks to sending better emails and getting more responses…
Know Your Audience
Narrow your focus by defining your audience. You should clearly understand who it is you’re reaching out to.
There are tons of people who lack empathy in their messages and simply want to make a placement or get business with little regard for the candidate's genuine interests. Earn the opportunity to listen to their needs by identifying their pain. It shows that you’re not simply looking to match a profile with a job description or send candidates who haven’t been properly vetted.
Also, “Spray and Pray” emailing is addressing your pain, not theirs. So, when you talk to people, take the time to address their specific challenges. You should try to understand how and why they do what they do. Knowing that they will tackle challenging problems that stretch their capabilities will get them hooked. But, know your limits... the sweet spot is a role that includes some things they can accomplish confidently, coupled with challenges they probably haven’t faced.
Find your voice
Simply put, write like you talk. Your personality comes out and you won’t make the reader tired.
I like to pretend everyone has ADD and wants to talk to their friends. The purpose is to simplify your content. Well written prose might be beautiful, but it’s exhausting to the reader.
Less is More
Say more with each sentence. In other words, keep the meat and trim the fat. It’s good to be polite, but with cold outreach, you still haven’t built any real rapport. It might sound counterintuitive, but consider trimming the “Hope you’re doing well!” and cutting straight to the chase. How many emails do we receive with that opener?!
Structure for Readability & Action
Having a general structure can help with readability and tell a better story.
Subject → Keep it short and to the point. Think about what will get them to the intro
Intro → Spend time here. A really good hook will make the reader want to learn more
Content → Validate yourself by validating their pain. What do I mean by that? People want to know about the business, and their role in it, but most importantly their potential to grow within it. Sell something substantial or meaningful where they can develop within the organization and make an impact
Call to action → Always ask. Usually, you’ve earned an ask by providing a personalized experience for reader. It’s good to make the “asks” approachable and easy to say yes to. Rapport is built by being caring and considerate, but conscientiousness and consistency over time are big differentiators. Ask and follow through.
Follow Ups
To the last point, people are busy, so follow ups matter. Catching people at a time when they are ready can make all the difference.
