14 Aug The Power Of The 100 Word Email
It’s generally well known that anyone at decision-maker level within a large organisation is a very busy person.
There are never enough hours in the day.
Mike from marketing needed sign-off on that big campaign thing “like yesterday”. Emily from brand wants even more feedback on the mockups. Dan from PR is banging on about a statement regarding that incident with the goat at the staff summer party. And has anyone fired that new kid who keeps turning up still drunk every morning and leaving early yet???
It. Never. Ends.
And because of this, any decision maker trying to keep their sanity will pro-actively avoid having conversations that they don’t need to have. Unfortunately, until you’ve firmly planted roots within that big brand, your communication is likely to be one that’s ignored.
With this in mind, it’s important to be strategic in your communication to a decision-maker at a brand so that you can get through to them.
One of these strategies involves the ‘100 word email’….which is exactly what it sounds like – a short and sweet introductory email of 100 words that keeps the communication simple and to the point.
If you’re fortunate enough to have an email address for your brand decision maker, you can use the 100 word email to briefly explain how your thing will help them based on what’s happening at the brand at the moment (information you can easily get with a bit of research on the brand website, social media feed, news and PR updates).
Remember, ‘Help’ is the operative word here, because in order to get through to a brand you need to be able to show what’s in it for them from the outset. It’s all about them.
So, here’s everything you need to know about the 100 word email and how to implement it:
• The 100 word email should be an invitation to the decision maker to keep the channels of communication open, and to encourage them to continue the conversation, either via email or on the phone. It’s probably not time to arrange a face to face meeting just yet – this relationship building stuff takes a little time but face to face is the direction you should be heading in.
• When you send the 100 word email, do so from an email address with a personalised domain i.e. firstname.lastname@example.org (I don’t know if that’s actually a functioning email address, but it works to illustrate my point). Avoid sending your 100 word email from a free email service provider such as Gmail, Hotmail/Outlook/MSN, yahoo etc. as it might be immediately filtered into ‘SPAM’ by their email server. Plus it always looks professional when you have your own domain name and helps to show that you’re serious about what you do.
• Try to keep the subject line enticing – a simple “Hey!” isn’t going to cut it for this email. Think about what the decision maker needs to see in order to open the email and read on, but take care not to be spammy i.e. “Let me help you to increase revenue the easy way” as that’s a sure fire way to get your contact blacklisted which means absolutely nothing gets through from you now and forever more #GameOver
• If you were given the decision maker’s email address from someone else (a colleague, a friend, a family member, a social media connection etc) then be sure to reference the person who referred you within the first sentence – having a connection in common means your email is much more likely to get read and responded to.
• In the main body of the email, refer to the research you dug up earlier and use this to lead the conversation around your reach/expertise, i.e.
“it’s great to see that you’re now offering your clothing in larger sizes, I’m a stylist who specialises in plus sized fashion and I’d love to have a conversation about how I can help you to increase visibility within my online community.”
Notice we didn’t explain the why or the how? This is basic level info carrot on a stick type stuff so they’ll give you permission to keep talking to them. If a decision maker gives you permission to keep on talking it means that they’re listening, which is exactly what we want them to be doing.
• Finally, sign off with a way specific way for them to get in touch with you to continue the communication (either a telephone number or your email address), as well a having your details in a proper email signature (full name, email address, telephone number and website URL if you have one.)
That’s it. Don’t explain who you are beyond that. Don’t talk about your products, services, programs or projects. Don’t talk about your proprietary methods or specialist skills. Nada. Just send that 100 word email. This is you being strategic in your communications and, so long as you do it right, it will open up more opportunities for you to expand on what you can do for them in more detail either via email communications or hopefully, on a phone call.
Ultimately the goal is to get into a conversation with them face to face as this is where the magic happens, but take it one step at a time. Don’t suggest an in-person meeting straight away, gradually work towards this by giving the brand small and easy-to-digest amounts of information that respects their time but keeps enticing them into conversation with you.
Why does the 100 world email work?
It works because:
a) It very quickly illustrates how you might be able to help the brand to solve a specific problem.
b) It’s short and sweet and doesn’t explain the mechanics of what you’ve proposed encouraging them to ask you for more information (which is permission for you to keep talking.)
c) It also shows that you’re capable of communicating concisely – that you’re not going to waffle on and they can rely on you not to take upon any more time than is necessary.
So next time you get hold of an email address for a decision maker and you’re tempted to include everything in one hit, think about the power of the 100 word email and use this to open the channels of communication. If nothing else the decision maker will thank you for not adding to their workload!
Hope this has been helpful! If you have any questions, include them in the comments below and I shall be back shortly to answer them as best I can.
P.S. Have you downloaded your copy of ‘7 Easy Ways To Supercharge Your Big Brand Sponsorship Strategy’ yet? It’s the ultimate playbook full of advice based on my own experiences in landing billion dollar brands. Grab your free copy HERE!
P.P.S. If you’re an influencer or entrepreneur and would like to work with me personally to land a brand, send me a message here and let me know what you’re up to and what you’d like to work with me on and I’ll get you all the details!