Episode Details

You know you need to personalize your outreach, but you keep getting bogged down in trying to write the perfect e-mail or phone script. If you’re trying to write quick, to-the-point e-mails that actually get opened, you’re in luck. In this episode, your host Donald Kelly opens up a great collaborative conversation with Michelle Craig and Tom Slocum. Between the three of them, they bring a variety of opinions and offer specific tools to add to your arsenal for 2023.

Your Subject Line

• Short subjects or posing as though you’re sending an internal e-mail are reaching a point of saturation.
• Describe what’s in the e-mail in as few words as possible. Avoid gimmicks like emojis, using the person’s name, etc.

The Body of the E-mail

• The first line is sometimes more important than the subject line! People are reading on mobile and even smart watches! Garner interest without seeming like spam.
• Outline the problem and tie it back to your solution, but keep it short and sweet. This isn’t school - there’s no need to reach a minimum word count.
• If your organization demands that you follow a particular model, test new ideas on your own time and bring your findings to your leaders to see if you can change things up.

Your CTA

• Try a soft CTA - instead of demanding a meeting, try something like “Would you like to learn more?”
• Many buyers can’t afford to spend 30 minutes in a meeting. Focus on getting them to reply to you without putting pressure on them.

“Newer sellers get caught up in best practices, templates, frameworks, ‘this-is-the-way’, and forget that it’s a human on the other end of the e-mail, cold call, or LinkedIn message. Sure, different personas might have preferred communication styles, but each person is going to have different preferences.” – Michelle Craig

Resources

Michelle Craig on LinkedIn

Tom Slocum on LinkedIn

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