Approaching people who did not ask.
WHY MOST FAIL
They are about the sender.
WHAT THE READER IS THINKING
Why me, why now, and why should I care.
WHAT TO ANSWER IN THE FIRST LINE
Why them, specifically.
WHAT THAT REQUIRES
Having looked.
WHAT LOOKING PRODUCES
A trigger: something that changed, something they published, something you noticed.
WHAT A GOOD OPENING LOOKS LIKE
Referencing something specific and true about them.
WHAT A POOR ONE LOOKS LIKE
Hoping this email finds you well.
WHAT TO INCLUDE
The problem you address, in their terms Evidence you have solved it for someone like them A small, specific ask
WHAT A SMALL ASK IS
A short conversation, or a yes-or-no question.
WHAT NOT TO ASK FOR
A long meeting A purchase
HOW LONG SHOULD IT BE
Very short. A few lines.
WHY
Long messages from strangers are not read.
WHAT TO AVOID
Attachments Links in the first message Flattery Claims anyone could make
WHAT TO EXPECT
Most will not reply.
WHAT TO DO ABOUT THAT
Follow up, two or three times, adding something each time.
WHAT TO ADD
A different angle, or something useful.
