Many freelance writers spend way too much time writing their warm emails to prospects.
Some are spending hours trying to find a “meaningful connection” for each one.
(A meaningful connection is a statement that connects what you do to something about the prospect.)
Considering that the goal is to send out as many of these emails as possible, this is way too much time.
Spending Too Much Time on Meaningful Connections Can Backfire
Getting over-focused on meaningful connections can backfire in two ways.
First, you get diminishing returns. Spending more time on each warm email doesn’t mean you’ll get a better response rate.
Second, it creates anxiety and confusion. Instead of having one meaningful connection you can use, you now have several to choose from. You don’t know which one would be best, so you try to wedge them all in.
But that doesn’t work either.
To simplify things, I’m going to review two approaches that will make this process faster and easier.
And remember, the goal is to make your emails relevant and personal without going overboard. Keep it simple!
Approach #1: Point out something in their marketing content
Let’s say that your expertise is software, and you’ve identified a software consulting company you’d like to reach to.
You check out their website and find they have an impressive set of case studies.
You can use this marketing content as your meaningful connection.
From there, you’ll want to use LinkedIn to identify the company’s marketing director. Check his/her profile to see if they deal with content creation.
If they do (or even if you’re not sure), you can send them an email along these lines:
Subject: Your case studies
Hi Sarah,
I came across your website today while doing some research and noticed the impressive set of case studies in your Resources area. They’re excellent!
I’m curious, do you have an internal resource for this? Or do you work with an outside professional?
I ask because I’m a business writer who focuses on the enterprise software market. I specialize in writing case studies and white papers, and I’ve worked for Company A, Company B and Company C. So I know your market well.
Depending on your situation, I may be able to get these pieces produced faster and more efficiently.
Here’s a link to some samples of my work: [URL]
Would it make sense for us to connect?
You don’t have to have all these elements. You can strip this email down even more, especially if you don’t have specific experience you can mention.
Pointing out marketing content is one of the easiest ways of using a meaningful connection in your warm email. As long as the company has a website, you can surely find something positive to say about it — and its content.
Approach #2: Point out what they’re doing
With this approach, you point out something about what the company is doing.
It could be an initiative, an event or almost anything!
So say you come across a report that’s been posted to LinkedIn. You can use the issuing of this report as the “something the company is doing” for your meaningful connection. But try to add a bit of commentary (a sentence or two) to add authenticity to your message.
Again, use LinkedIn to find the marketing director for the company that put the report together.
Then, your email might look like this:
Subject: Loved your marketing predictions report
Hi Steven,
I just finished reading your 2019 Marketing Predictions Report.
Wow! Excellent work! I worked at Company A for a number of years. Much of my work involved developing and deploying segmenting and personalization strategies, so this really struck a chord with me.
I’m writing because I’m a copywriter who works with software companies to help them write white papers, reports and e-books.
I’m not sure if you occasionally work with outside writers. But if you do, I’d love to know what it would take to be considered for a future project.
Here’s a link to some samples of my work: [URL]
Would it make sense for us to connect?
As you can see, these meaningful connections are simple. Don’t overthink them!
You just need to make clear that this isn’t a mass broadcast email by personalizing it a bit.
You want to show that you’ve done a bit of homework and learned something about their company. That’s it!
Warm Email Prospecting Should Be Quick
Don’t get bogged down in the details. Each warm email doesn’t have to be perfect or amazing. It just has to be good enough.
Because at the end of the day, successful warm email prospecting is largely about numbers.
And the more warm emails you send, the more likely you are to land some clients from your efforts.
By the way … whenever you’re ready, here are 4 ways I can help you grow your freelance business:
1. Grab a free copy of my book for ESTABLISHED writers/copywriters.
You’ll discover how to quickly and predictably reawaken dead leads, generate new client opportunities and convert not-yet-ready prospects into freelance writing clients. — Click Here
2. Download a free copy of my new book for writers who are NEW to freelancing.
I’ll show you the 3 things you need to do to get your business off the ground safely and land your first paying client faster. — Click Here
3. Join my implementation program and be a case study.
I’m putting together a new implementation group this month. If you’d like to work with me to grow your income quickly with better clients (and become one of my new success stories). Just email me at [email protected] and put “Case Study” in the subject line.
4. Get a 1:1 strategy call with me.
Are you a 6-figure writer who’s trying to earn more in less time with less stress? Let’s jump on a quick call and brainstorm some ideas for getting you there. Just email me at [email protected] and put “Brainstorm” in the subject line.
