Killer B's: The Most Responsive Email Template
When prospecting using email or LinkedIn InMail, don't ask for an appointment. Don't lose track of a more important, basic goal: Earning permission to start a dialogue. It seems obvious, but in practice we often veer away from this goal, sometimes within the first few sentences of the communication. We say too much, too fast to the prospect — and cloud the request for permission.
So here's the best, most responsive email template for sales introductions I know of. Actually, it's more like a formula than cut-and-paste template. Will it work for you, in your setting? Yes. Because it's built for flexibility.
I was inspired by Greg Ciotti when creating this approach and share it frequently with my training students.
Greg says, "If there is one thing that busy people value above all else, it's brevity."
Killer B's: Brief, Blunt & Basic
It's a common sense, effective template: Being brief, blunt and basic. Yet few of us practice it. And that's a huge mistake. Because buyers scan their inboxes the same way. No exceptions. They want to know:
- Who is emailing me? (Is this spam?)
- What do they want?
- How long will this take?
By addressing this reality head-on you'll get yourself heard and responded to more often.
Why the 3 B's Template Works
This approach generates response because it mixes cold-call best practices with effective copywriting. This technique gives you an effective, repeatable way to get buyers:
- Affirming ("Yes, I need to act on this.") or
- Inquiring ("Can you tell me more about that?")
By earning affirmation or an inquiry you'll get response plus details about the prospect. For example, you'll learn when they'll be ready for an appointment, who is on the decision-making team or what stage of decision-making they're in. You'll get all of this if you're brief, blunt and basic. Be quick, get to the point and don't confuse them.
Warning: Never Ask for an Appointment
The goal of email prospecting — be it on LinkedIn via InMail or standard email — is not to get a meeting. It's to provoke a potential buyer to ask, "Can you tell me more about that?"
When you begin by trying to get an appointment you are being rejected by 90% to 97% of perfectly good prospects. So says Sharon Drew Morgen, inventor of the Buying Facilitation method. And she's got 20 years of experience to back up the statement.
Here's the rub: Most buyers don't know what they need when you email them. Or they do have a need but aren't ready to buy yet. Other buyers have not assembled the decision-making team, yet.
Don't miss out on the appointment by asking for it too early! Get in the game first. This is a LinkedIn InMail best practice and works on standard email too.
Do This Before You Press Send
If you're not getting response, you're probably not keeping it brief, blunt and basic. Use the template. Make sure each email you draft passes the 3B's test before you press send.
Be careful to not ask for too much, too fast. For example, refrain from:
- flashing your customer list, positioning or qualifying yourself;
- asking for a referral to the best contact;
- using subject lines that can be answered with a yes or no
- writing more than 4-5 sentences in your 'first touch' message
- using the word "I" in your first sentence.
Don't forget to:
- ask for a pain or goal-focused conversation to take place
- spark prospects' curiosity about your ability to help relive the pain or reach a goal faster.
Use words to provoke a, "Can you tell me more?" from a potential buyer. Use the chance to push on a pain point — or surface an unknown fact the prospect needs to know about (before they can make an informed decision).
Remember: The goal is to get on the radar of your decision-maker(s) by asking for permission to facilitate a conversation — not discuss need. Questions about this technique? Interested in attending an online clinic where I improve your email message to earn more response? Just ask. Send me an email or get in touch via comments below. Good luck!
Jeff Molander is the authority on making social media sell. He's an international speaker, publisher, adjunct digital marketing faculty at Loyola University and an entrepreneur who co-founded the Google Affiliate Network. His book, "Off the Hook Marketing: How to Make Social Media Sell for You," is first to show how fans, readers and followers can be converted to leads, subscribers and sales. Reach him at Jeff firstname.lastname@example.org.