I got an email this morning, from a guy in Russia. The subject, “Let’s do business”. The message:
I’m running a digital marketing agency focusing on local businesses that need help getting leads using PPC and Facebook ads.
One of the niches we’re definitely interested in are attorneys and you seem like an expert on this topic.
I’m not sure what kind of marketing services you provide to your clients but it would be good to have a quick talk and and see if we can bring more value to your customers by working together on some projects.
I won’t want to bore you with excessive details. . . get back to me if you’re interested in general. . .
You don’t know what kind of services I offer? Why not? You want to work with me on some projects? Yeah, I think I’ll pass. But I’ll use your email as an example of email marketing done wrong, thank you.
I don’t want to talk to this guy. I don’t know him and he obviously doesn’t know me. But even if he said something brilliant and I wanted to learn more, it’s waay too soon to talk.
So no thanks. Delete. Bye.
What could he have done differently?
For starters, how about personalizing the email? Show me you’ve actually read something IÂ wrote or at least know what kinds of services I offer.
Then. . . let’s see. . .
How about mentioning the name of someone I know who referred you to me? That would get my attention.
Or how about mentioning the name of someone in my field you’re working with whose name would impress me and show me you’ve got some credentials?
How about friending me on social media, first? Like and share my posts, engage me, talk to me about something we have in common. When you email me, then, you can mention that we’re connected and remind me that we already have a “relationship” before you take the next step.
How about offering me something I might be interested in? A free report, a tip sheet, a checklist, a video, for example, that shows me how to make more money, save time, get more leads, or something else that interests me, related to what you do?
How about offering me a free trial of your product or service, so I can see if it’s something I want to use or recommend to my clients?
How about at least giving me your website, so I can learn something about you and how you can help me?
Get my attention, first. Show me you have something beneficial to offer to me or my clients. Earn my trust, before asking me to talk.
Attorneys can use cold emails in their marketing. But don’t just blast them out and hope for the best. Don’t “spray and pray”. Learn something about the prospective client or referral source, meet them where they are, take them by the hand and walk them towards where you want them to go.
They’ll come, but at their pace, not yours.
Marketing online? Here’s what you need
