How to Write an Effective Sales Email or LinkedIn Message
When reaching out to prospects, your wording and style is important. Unfortunately, I see poorly written sales communication every day. Here are some tips for writing an effective email or LinkedIn message that gets a response.
Write your email like you are sending it to one person, even if you are sending it to many people. I like to pick someone I know and write it to them in a friendly, professional manner. I avoid using marketing language. Use small paragraphs because it is easier for the reader to quickly digest the information. Keep your entire correspondence short and to the point.
Use a friendly opener that personalizes your email. If you have time, note something about their experience or something you know about them.
Next, state the reason for your connection or the action you want from them. If you would like to set a meeting, say that up front. People are busy and if they can’t determine quickly why you have reached out, it will get deleted or ignored.
In the next paragraph, write a couple sentences answering the question – “What is in it for them?”. This is telling them the benefit of having a relationship with you. Use strong, positive language about how others have benefitted from what you have to offer and your experience.
Don’t sell them in this email if your product or service is normally sold after a relationship is formed. Write this like you are starting a relationship in order to find out if you would be a good match to work together. Keeping this in mind helps you to not sound desperate. It showcases the value to those who are willing to improve their situation by discovering your product or service – and you!
Make it easy for them to respond and move to the next action. If you would like to set a meeting, send them possible meeting times so they can respond to the next step and move the relationship forward.
Remember that if you send an email out through an email service, it can get stuck in junk folders and filters. If it is important to you, cut and paste personal emails to one address at a time and adapt it slightly for the person you are sending it to.
Starting a relationship off right when selling your product or service is worth the time investment to a good prospect. A final reminder: don’t give up. Just because you didn’t get a response the first time, doesn’t mean they aren’t interested. Reach out again with slight tweaks to test what may resonate with them. And above all, have fun!