Reference: Contents of this page from HubSpot
Relationships! They Matter!
Relationships don’t form out of thin air. They require good ol’ fashioned professional networking.
1. Research, What your audience’s interests are.
2. Warm Up, Follow them retweet their stuff, Share a link they might care about.
3. Connect, Post your Event in social media first so they warm up to it.
3. b. Connect, Send Your First Event Email. (A natural behavior is to immediately go for the ask of what you want. That’s like scoring on the first date. It rarely happens – and when people say it does, they are probably lying. The only goal of this step is to get a response and engage them.)
Strike their Ego, per Maslow’s Hierarchy of Needs when we give someone a compliment it is customary to respond to it.
Also the theory of commitment and consistency by Brian Tracey Sales Trainer, says give somebody something for free and they will feel compelled to return the favor. It is also referred to as reciprocity.
Add value in your email
1. Share their company, product, content with others via social media or other mediums.
2. Feature/mention them in an article you write.
3. Share a high quality and helpful article or book on a topic of interest or problem. Even better, buy and send the kindle version of the book to them.
4. Introduce them to someone they would find valuable. Someone in their industry, a candidate for a role they are trying to hire, or a person with knowledge about a question or topic of interest.
5. Give them insightful feedback on their product, company or work.
6. Share errors on their website, emails, product that you experienced.
The second someone opens an email they immediately scan it and are assessing if this is something they want to deal with. The longer it is with lengthy paragraphs, the higher chance of them hitting the delete button without ever getting past the first sentence. Remember, this isn’t a follow up where you’re providing more context, it’s simply the first ask to put the relationship into motion.
Keep the email as short as possible. If it must be longer, don’t use paragraphs. Break it into bullet points instead to make the email more digestible. Be brutal about revising the email and cutting out anything that is unnecessary.
Get as specific as you can with your ask. Asking for something super generic or broad creates work for them. I’m Sidekick’s VP of Growth, and I often gets asked for marketing advice from entrepreneurs. Compare these two questions:
“My startup is a SaaS product for marketers.
What should my marketing strategy be?”
“My startup is a SaaS product for marketers of SMB’s to help them capture more leads. It costs $100/month to start. I’m trying to decide between content marketing and paid acquisition as a channel. What do you think the pros/cons of those two channels would be in my case?”
Question one requires me to do a bunch of work. I needs to check out what the company does more specifically, look at their pricing, think about their target market, and then think about an entire marketing strategy! Instant delete.
The second question is much more specific and something I can respond to almost immediately. With a small tweak, the recipient is more likely to get a response and a more insightful and targeted answer.
Small Asks, Then Big Asks
Think hard and long about what you are asking for and the amount of effort required by the other person. The smaller the ask, the more likely you are to get a response.
Do The Work For Them
Last but not least, do as much work as you possibly can to make it easy for them to give you what you are asking for. The classic example is if you are asking to meet in person. Compare the two examples below:
“When and where could you meet for a half hour?”
“How is next Tue/Wed/Thur at 4pm at your office, or the Starbucks down the block from you?”
Data shows that sending in the evenings will optimize your chances of receiving a reply. Two reasons for this:
1. If your email is among a bunch that need responses, your chances of getting a response is less likely. What is the first thing you see when you open your inbox in the morning? A bunch of unread emails that need responses.
2. Most emails get read within a hour of being sent. So try to send when you think the person will be sitting in their inbox. Lunch time, commute home, dinner time are all bad times.