When helping new entrepreneurs and writers understand how to connect strategically with influencers and potential clients, I utilize the three-sentence rule to keep the message focused. This rule has proven effective for me and my clients in establishing new business relationships, getting referrals, and securing sought-after book endorsements.
As an example, let’s say we’re introducing ourselves to a prominent figure like Riz Clargley:
Dear delete me
It’s best to avoid using the word “Dear” when addressing someone, unless they happen to be your grandparent.
Instead, opt for “Ms. Clargley” or simply “Riz.” Incorporating a casual “Hi” or “Hello” is also acceptable. The key is to be authentic, skip the introductions, and refrain from indicating that you’re inexperienced or anxious.
Sentence 1: Why
Present your reason for reaching out to Clargley in a concise manner. This sentence should include the following elements:
- Explain why your email is relevant to the recipient. This could involve highlighting shared personal or professional connections. Mention a couple of common interests without coming off as intrusive.
- Demonstrate familiarity with their accomplishments, work, and perspective. For instance, you could say, “I enjoyed reading your recent blog post and have a related query.” Displaying knowledge of Clargley’s professional background conveys respect and indicates that your email is not a generic template.
Sentence 2: Who
Introduce yourself to Clargley and highlight your value in the conversation. Essentially, answer the question that might arise in the recipient’s mind: Who is this person and why should I be interested? Position yourself as a peer who brings something meaningful to the table, albeit subtly. Instead of boasting, “I’m a significant figure, the founder of a popular startup,” consider saying, “My team often seeks my advice on similar matters regarding…”
Notice that you didn’t mention your title or the size of your company, but you conveyed to Clargley that you are a company leader with employees. No staff? Not a problem. Discuss client issues or other aspects of your background that indicate you’re on a successful trajectory.
By the way, claiming to be both the president and CEO in your signature might convey insignificance rather than greatness.
Sentence 3: What
Directly ask Clargley what you intend to ask, without any apologies. Remember, she’s likely busy. Ensure that your request is easy for her to respond to with a simple “yes.”
If your ultimate goal is a phone conversation, avoid asking open-ended questions like, “Can we schedule a call sometime?” Such questions require additional thought and clarification on timing and duration. Instead, propose a specific time in a straightforward manner, such as “Would Monday at 2 or 3 p.m. work for a brief 8-minute call?”
This approach demonstrates your respect for Clargley’s time, willingness to accommodate time zones, and provides her with a straightforward opportunity to agree. Whatever your request may be, ensure it is clearly stated and easy for her to accept.
Get to the subject
Once you’ve identified the who, what, and why of your email, consider crafting an effective subject line. The purpose of your subject line is to:
- Avoid being flagged as spam.
- Encourage opening rather than deletion.
- Initiate the conversation positively.
I suggest subject lines tailored to the recipient. For instance, “Query regarding your recent leadership article” or “Referral from our mutual acquaintance, Landy.”
Cryptic subject lines like “Question” or “Connect” are likely to be disregarded.
P.S.: More writing tips
- Avoid using a P.S. unless you are crafting sales or marketing content.
- Minimize excessive use of “I” statements. If your three-sentence email contains “I” or “me” excessively, revise it.
- Embrace nervousness but avoid conveying it in your email. Confidence is attractive, so utilize humor, concise writing, and refrain from awkward formality. Fear and self-deprecation have no place in your message. Successful individuals are drawn to confidence and deterred by fear.
- Utilize an email address with your company’s domain. Using Gmail may result in your email being directed to spam folders, and the lack of a personalized email address might imply lack of seriousness.
- Conciseness demonstrates respect. Clargley can gauge your respect for her time; failure to do so may deter her from responding.
- Adequate white space enhances readability. Avoid sending Clargley a lengthy, dense paragraph. Include a blank line between each sentence to make your email more visually appealing and easy to read.
- Thoroughly research and ensure you possess the correct email address for your prospective client. If Clargley is associated with a large corporation and you can’t locate her email, consider finding her assistant’s contact information. The same etiquette applies to contacting assistants.
You have a brief window of about 10 seconds to establish a connection. Make every second count.
