How to write cold emails that get results
When it comes to cold emails I’ve learned a lot from my customers in the PR and communications industries.
Their number one goal is to create a relationship between themselves and the journalist. You’re never going to get any business from anyone if you don’t connect with them first.
The first thing that really helped us is to work on creating a real connection, certainly before you try to educate someone.
You shouldn’t be telling them they’re doing something wrong, or something they should be doing better, but rather connect first. Nobody likes a know-it-all.
Secondly, remember to personalise! Don’t do a spray-and-pray campaign, sending out mass emails.
That’s not going to work. Use the preview function and show them you know them. Show in your first couple emails you did your research and there’s a valid reason for you to connect with this person.
I learnt this last tip from an article by Steli Efti, the CEO of Close.io. Once you get that first response, the chances are high it’s going to be a NO.
That’s okay. We call that a managed objection phase, which you always have to go through before a sales qualified lead. Be ready to manage that objection, and make sure you smile from ear to ear.
This way you’ll react with more empathy for the person you’re connecting with.
What’s next for pr.co?
PR has a PR problem, and rightly so.
News publishing is filled with reprinted press releases, knee-jerk punditry, advertorial nonsense and “churnalism.”
It’s no longer about the truth, accountability or a real story. There’s little incentive for publishers to even get close to an approximation of the truth.
What’s worse, all PR has a corporate agenda, and it’s not necessarily the truth.
Most of the time PR means corporate spin — not forming a healthy relationship with a target audience based on genuine value exchange.
In the long term, we believe it’s possible using technology to fix what’s broken in public relations and bring it back to its original purpose.
This purpose was defined in the early 1900’s as “A management function, which tabulates public attitudes, defines the policies, procedures, and interests of an organization…executing a program of action to earn public understanding and acceptance” (coined by Ivy Ledbetter Lee).
It’s pr.co’s mission to help organizations tell truthful and inspiring stories that build confidence in the brand.
On a higher level of helping companies, we think the end goal should be to restore the trust between the public and organizations.
A brand’s value equals the trust a recipient has in a brand’s ability to deliver the promised value. We’d like to fix the PR problem public relations has and that can only be done by restoring the trust between the public, the media, and organizations .
We hope you’ll join us on that mission.
If you’re interested to learn more about how pr.co can help your company, Sjors’d be more than happy to walk you through the platform. Request a demo today.
To find out how Reply can help you and your team, we’re offering you a 14-day free trial, so you can try out all the features and see if it’s the right solution for you.