Why I Cold Email and Why You Should Too
As Gary Vaynerchuck has frequently said, "It's 2010..you can get to anyone...just grab it". He means that in this day age of Twitter, Facebook, LinkedIn, BrazenCareerist, etc virtually everyone can be contacted or connected through a variety of mediums. In my search of a valuable internship experience for this coming summer, I have had this attitude. Throughout the process, I have resorted to cold emailing rather than the more traditional cold call. (Although check out Garyvee conduct a spontaneous and successful cold call here) Why?
The first reason I employ cold emailing is that it is almost always the preferred way to contact an individual that you have had little contact with the past or even no contact. In my experience, companies, authors and bloggers would gladly provide their email address rather than their office phone.
Secondly, and I think that this is a big advantage, emails are usually read when the individual consciously decides to read his or her email. Sure their iPhone or Blackberry may give them a notification, but that doesn't mean they have to immediately respond to your outreach. In my own opinion, phone calls are a lot more intrusive and "stalker-ish" if they don't know you. Plus, these successful individuals have lives outside blogging, writing, speaking etc....they don't want to answer your call at the kid's soccer game.
It's relatively obvious if your cold emailing or cold calling that you are looking for something...whether it might be a job, internship, piece of advice, update, their time etc. The way in which you present the "pitch" or desire is extremely important. You need to demonstrate that you "deserve" this person's time, advice or favor.
To do this, the cold email has to be very personal and unique. It has to show that you actually know what this person or company does. A cold email also gives you a much better opportunity to introduce how your familiar with this person. (They might recognize your name, @name, or email address after you commented or tweeted to them)
The great advantage of a cold email is that all the information you wanted to convey is right there in the format you desire. The reader of the email is getting whatever you wanted them to experience. Unlike a cold call which could go any number of which ways, the email is presented in a scripted structure. A cold call requires that you do a lot of talking and explaining up front and this is not the most ideal experience.
Another advantage of cold emailing is that you have the great opportunity to link to and present your web presence. You can easily link to your widely read blog, LinkedIn profile or the website that you previously connected with the specific individual on. This can be done in a non-obtrusive way and it does not take away from the content of your email; it adds to it.
In an attempt to cold call someone and mention to them of your blog, you will probably stumble mid conversation by saying something like, "Oh yea, great point. I recently discussed that same exact point of being a Linchpin of my blog. I would love for you to check it out. You can find it at www.ryandawidjan.posterouscom, that's R-Y-A-N-D-A-W-I-D-J-A-N, no spaces or caps, at symbol at p-o-s-t-e-r-o-u-s.com" Now the tempo has been completely destroyed and there is 2% chance that the person will remember what you just said.
Hopefully you've been able to take a few good tips away from my experiences so far. Don't be afraid to include your phone number in the email so that the individual you are reaching out to can call you if they so desire. If I ever come across your awesome blog, company or portfolio, you can expect that I will reach out and cold email you.
If you've got any questions, comments or suggestions please comment below, that is one good way to get in contact with me. Also, feel free to cold email me at [ryandawidjan@gmail.com].
Posted on Sunday, Feb 14, 2010
2 Comments
Leave a Comment