How Not to Write a Prospecting Email


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If you want to learn how to write prospecting emails that work, one of the easiest ways is to pay attention to those that are sent to you. In some cases, one will pique your interest, and you can analyze it to see what worked.

In the huge majority of cases, however, the best way to learn from them is to figure out what not to do. An email I received this morning is a case in point.

Ironically, it’s from a company that purports to improve my marketing and help my company “GET NOTICED!”

“My company (deleted) specializes in getting attention for our clients. Clients like, Google, ESPN, Intel, Intuit, Discovery Channel, etc., but our services and solutions work for any size company.”

There are four things right off the top of my head that I can find wrong with this message:

  1. They clearly know nothing about my company.
  2. If they did, they would know it is microscopic compared to those cited, so why in the world would I be interested in the same thing that they use? If they were smart, they would have at least checked out my web site, combed through their customer list, and put in some names that would at least have a realistic chance of getting my attention.
  3. If they’re doing things for those guys, whatever they’re selling would be way out of my price range.
  4. It also sends the message that if I hire them, I’ll be competing with some very important clients for their attention and best work.

Attention marketers: anything you send to me may be used in my blog for teaching purposes—usually as a cautionary example of what not to do. I may even start leaving in your names, just so you can GET NOTICED!

Republished with author's permission from original post.

Jack Malcolm
Jack founded Falcon Performance Group in 1996 specifically to combine his complex-sale expertise and his extensive financial background to design and implement complete sales process improvement initiatives at top national and international corporations.


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