In the freelance world, referrals and responses to advertisements sometimes slow down or may stop altogether. You shouldn’t feel bad when this happens because even the most successful freelancers occasionally find themselves without clients. Sending email pitches to cold prospects is one effective way to get your phone ringing again. These tips can help you create cold emails that get results.
Research Your Prospect’s Key Concerns
Cold prospects are people who don’t know you at all but might need your services. Here’s something you might keep in mind. The cold prospects most likely to respond to your email pitches are those who really need your services, so it’s important to contact the right prospects. Doing research is one of the best ways to identify who might actually respond to your pitches. The internet makes research easy, so you might start by reading profiles on business-focused, social networking sites like LinkedIn and Twitter. What you should also do is take a look at the kinds of content potential prospects share to get a sense of their pain points. This is how you know whether your services can solve their problems.
Craft an Enticing Email Subject Line
Most business people get more emails than they care to open. So for the busy professional scrolling and deleting emails, you want to craft an email subject line that makes them open your email. Here are some email subject lines you might try:
- 2 tips to solve “the prospect’s pain point”
- Hi “prospect’s name,” Have you met your sales goal this month yet?
- A new and proven revenue stream for “prospect company’s name”
Depending on your industry, humorous and intriguing email subject lines like “This made me laugh so hard I cried” or challenges like “Don’t open this email” might pique a cold prospect’s interest just enough to open and read your email. If there’s something that connects you and the cold prospect, such as having attended the same conference, be sure to mention that in the email subject heading. And as with all things marketing, it’s a good idea to test various email subject lines with different prospects to see which ones offer the best results.
Propose Value but Avoid Sounding “Salesy”
You might think that cold prospects want to know about your skills and experience, or what you have to sell and the price, but the exact opposite is true. In addition to an enticing headline, the best cold email pitches are all about the prospect and not you. They’re also short and include the following elements:
- A credible offer, which gives prospects a reason to respond
- A personal tone, which happens when you use the prospect’s own name and their company name, and mention their problem
You also want to make it very safe for the prospect to contact you. If you’ve done business with the prospect’s competitor, for example, mentioning the competitor’s name in the email may make them comfortable contacting you. And you always want to close a cold email with a call-to-action. You might close by asking prospects to respond if they’re available for a short chat. You can also provide a link to your online calendar and invite them to book an appointment.
Contacting people you don’t know, and who don’t know you, can be nerve-wracking at first. But once you perfect your cold email pitch and start seeing results, cold pitching may become your preferred way of gaining new business.