How to write an elevator pitch: A step-by-step guide Published on April 13, ... which means I help businesses write things people actually want to read, like the text on their website, for example If you can't flow through the pitch, then rewrite it until it rolls off your tongue. (Like contagious laughter—or yawns.). Be pithy and hook your lead with information that will naturally lead them to ask about your business. I was blissfully unaware—and wasting a lot of time and potential leads! Most people are too busy (and not in the right opportunity stage) to slog through a list of benefits. …when I started to receive bland, no-salt-added sales pitch sales emails myself. There is a secret to a good elevator pitch which goes to the psychology of sales and marketing. What a waste of time for everyone who was caught in this cycle of drudgery. So when Sarah came up with the idea for this blog, I JUMPED at the chance to write it! Simplicity is important above all. Even a basic connection request can have a fun subject line. For example, if Sally Smith learned that a small business owner was buried under papers, she could say, "Hi, I'm Sally Smith, a virtual assistant who helps small business owners get their ducks in a row. Bonus points if you can drop a hot statistic to back it up. Keep tabs on your email opens with email tracking, so you can pick the best time to respond. Guide the prospect off of email with a firm yet fun call-to-action. The sleek new look will minimize the chances of your email landing in the spam folder. Can’t find a warm hook? A subject line that was once innovative quickly ages as the tide goes out on the trend. Curiosity will get the better of them. Here’s your sales email cold call template: Your email cold call template can heat up quickly, with enthusiasm and energy. My clients scan their paper items and I organize and file them for them, saving them time, money, and clutter.". The elevator pitch goes beyond sharing what it is you do. A shared experience is fairly clear too: attending the same conference, being mentioned in the same blog post, being featured on the same podcast. Whether it’s a referral, a shared experience, or even an ice cold prospect, you can find a hook that shows you did your homework. It doesn’t even have to be long or detailed. They don’t want to read a novel. Subject lines for any sales email is like the icing on the cake—they’re the part everyone sees, regardless if they actually take a slice. Here are a few things you need to keep in mind: Get your lead talking first so you can learn something about them and their pain points so you can tailor your pitch to fit their needs. The sign-off swings back to the positive attitude in the first paragraph, giving the email balance and well-roundedness. Even better if you can form a question that you can’t think of a snarky response to. WD University's Pitch an Article: Write for Today's Marketplace will teach you how to craft a good pitch letter and do it well. making these mistakes when sending cold sales emails. goodies we send your way over the The squeaky wheel gets the grease—but you want sales, right? Tweak as you go. Once you set it all up, it does the heavy lifting for you, right? In the initial email cold call template, it doesn’t always make sense to list out all of the benefits either. Only one postscript maximum, though! Without a shimmering hook, your leads will have no reason to read on—so make it a juicy one! When the lead is completely cold, clarity is essential. Ending an email with a “let me know if you’re interested!” is too open-ended to warrant a response. Avoid Mondays, so your email doesn’t get inadvertently lost in the weekend email clean-up. A hook is an enticing statement that grabs attention. It’s important to tell whoever you are emailing your personal connection to them. And found it. Most people require multiple points of contact before making a commitment. P.S. Always, ALWAYS proofread before you send. That’s why today I’m here to share our top 6 tips to writing the perfect pitch email! No sweat. Reduce your use of “I” whenever possible. That’ll perk up their ears, making them eager to learn more. The general rule for writing and delivering a pitch is, "the shorter, the better." Schedule your sales emails to go out at the best time of day for your industry with Gmail Delay Send. You can find me helping Sarah design Foodtography School courses, producing shoots, and writing blogs on topics I’m passionate about. Ask for exactly what you want, whether it’s lattes at 2 pm Friday, or scheduling a phone call for next week. First things first: you must know what you’re actually selling. ", Better yet, improve your chances of a follow up by getting your lead's information, "Can I have your card? But beyond just answering the question of, "What do you do," you want to use your pitch to create interest in your business, and turn a lead into a prospect. If you’re facing a time crunch, pick two or three leads to research, and hone in on the similarities. Break out the dusty old thesaurus and brighten your prospect’s day. Tell them why you’re the best candidate for the job! Any small business owners who heard that would likely want to know how they could earn more by doing less. It needs to sound natural when you say it, otherwise, you'll come off as a salesman. How can you possibly treat each sales email with custom love and attention? Even if you’ve never met, you can build on that inherent camaraderie. The subject line includes their company name, and incentivizes the email open. The signature is simple and direct, no need for extra details clogging up the flow of the sales email. Instead, make it very easy for your lead to understand your offering. This one is our number one tip for a reason! Some are commissioned by us; others we select from proposals that come to the opinion@ft.com email address. Your mission is to condense the benefits into a single value proposition, or value prop. Before sending your email, think about why you are qualified to do the job you are pitching. They’ll appreciate it. That’s an awesome idea Aaron! "Preparing Your Elevator Speech," Page 1. (If so, be sure not to exceed it!) Use a Subject Line Checker tool if you’re afraid of falling flat—but remember they’re not infallible. It’s much easier to break the ice with a clear agenda for the call. Make your enthusiasm clear, that you can’t wait to speak with them. Not necessarily. I’m Shanley, aka the Marketing Director for Foodtography School! Due to the large volume of messages we receive, we have to pass on much material of value and interest. Copyright 2020 ContactMonkey Inc. | All Rights Reserved. There's a natural tendency to want to say everything about your business, but when you start getting into monologue territory, you risk boring or annoying your lead. Try to keep it down to a few sentences if possible. All that emailing taught me one thing: when you’re asking to enter into business with someone, a first impression is everything. Start thinking about a great spin on a topic or an unusual personal experience that you'd like to write about in class! In some situations, a time/word/page limit is given. Avoid weak, apologetic writing. (And A/B test the best ones!). It helps to put a face to the name, so linking your blog and/or largest social channel is an absolute must! Enthusiasm and honest praise appeal to a lot of audiences. Now’s the exciting part: putting it all together! Delete these top offenders: Ready, set, learn how to write a sales email: Your basic sales email will have a winning subject line, warm hook, offering & value, a strong call-to-action, and a streamlined signature. We always say work smart, not hard, and anything you can do to automate and streamline things is a win in our book , Copyright © 2020 Broma Bakery. People are busy. If you can't flow through the pitch, then rewrite it until it rolls off your tongue. Offerings can easily get muddled in the flow of an email—especially when you have more than one to choose from. But what about cold prospects? You’d be surprised! DESIGN BY SAEVIL ROW + MTT. is a great finishing flourish, especially when you found a great tidbit about the prospect that isn’t quite right for the hook. Be Human. I’m Shanley, aka the Marketing Director for Foodtography School! internet. Like all other forms of marketing, the more you can speak to your lead's needs, the greater the chance you'll entice them to want to learn more about your business. Sounds simple, right? Don’t hinge all of your hopes on a single email. Can’t find a warm hook? It conveys the main idea, without being dry or stuffy. CEOs tend to be visionary, big idea thinkers, while the VP of Sales is all about the bottom line. between. If your lead can feel your energy, they’ll be more likely to reciprocate. Start tracking your sales emails. You don’t want to write a book, and your contacts don’t want to read one. Paragraph 2 gives a more general overview of what you offer and the value it holds. Alyssa Gregory is former writer for The Balance Small Business covering small business management. They hit the trash like the Flash—and they all read like they had been taken from the same, Stone Age email template for sales introductions. No problem! Don't just write and read your elevator pitch, speak it out loud and practice. So, instead of saying, "I'm a virtual assistant," you might say, "I help busy small business owners get more done, in less time, to earn more profits." Perfect. Before I worked for Foodtography School, I had my own digital marketing firm in Detroit. When you’re whittling away at your offering and value prop, you may wonder how to decide which angle to take? Pepperdine University. Including a direct ask shows you are serious about working together, and that you are ready to work! Save my name, email, and website in this browser for the next time I comment. Or your hook can be a benefit statement, "I help business owners work less and make more." Paragraph 1 combines the enthusiastic praise with letting them know who you are right away. Who wouldn’t want to know about expanding their empire? As any good salesperson knows, the magic lies in phase 2—the follow-up game. The second paragraph explains who you are (social media manager), what service you’re offering (Facebook ads), and what value that creates (increased local Facebook presence). A quick sign-off can be quite effective. Avoid Mondays, so your email doesn’t get inadvertently lost in the weekend email clean-up. Then, as the reader skims your email, your crisp and clear description of your service will stand out like a shining star. You only have one chance to make a first impression, so having a typo in your initial email shows a lack of professionalism. To learn more about me, click here! In order to humanize yourself, take time at the beginning of your email to introduce yourself, say who you are, what you do, and why you are contacting them. Keep the focus on the benefits. Mail merge streamlines this process even more—if you’re conscious of your phrasing, you can even add your warm hooks as a custom field (without awkward grammar issues; if you’re uncertain, add your warm hooks manually). Writing the wrong name is a major faux pas. Allow me to introduce myself. If you have the leeway, give your email signature a haircut. Learning how to write a sales email doesn’t have to be scary or intimidating. Submissions may be sent to opinion@nytimes.com. Wait: do you really have to pick a hook for each lead? AN ELITE CAFEMEDIA FOOD PUBLISHER. And if you want the exact email we use to get our foot in the door with restaurants, download our free Restaurant Pitch Guide HERE! If you want to make it personal, engaging, and outstanding, then yes. Make it personal. Register today! Don’t skip it. Hint at their reward for opening the email. Again, this is where describing your benefits, over your features can help. You’re actually doing the reader a favor, by guiding them to the next step. It does have to be concise, targeted, and direct. If you’d like to warm up your leads a bit more, try this email template for a sales introduction: Email templates for sales introductions can be a delightful read. An elevator pitch is an overview of your business, and, as the name implies, it is delivered in the time it takes to complete your average elevator ride. "The 30 Second Elevator Pitch," Page 1. indulgence with a whip of sweet resources in Your hook can be a question, such as, "You know how so many business owners waste time and money because they wear too many hats? So, use the email templates and examples we reviewed to begin boosting your sales today. Don’t worry—one extra step now will reap considerable rewards. You need to start sending cold emails but make sure you’re not. Paragraph 1 contains a warm hook about their grand opening, then follows up with details about how you are connected to them. Adding a P.S. Experiment with playful or unusual words. You need to start sending cold emails but make sure you’re not making these mistakes when sending cold sales emails. Here’s where you pull out the 1-2 punch! Keep any pitch email 200 words or less! For example, salespeople need their processes to be efficient and effective, so a supporting detail could be “built-in email tracking and mail merge gives you your time back.”. The deeper you dive with your research, the better you’ll understand your contacts. Careful consideration needs to be given to each email element. Throw in a standout statistic or two that will command attention. University of California, Davis. 6 Tips to Writing the Perfect Pitch Email. Dazzle them with enthusiasm about their work, and they’ll be eager to learn more. You don’t want your sales email to read like a game of Whac-A-Mole, offering this and that and this, and the kitchen sink too! Instead, the goal is to intrigue your lead so that they want to know more. And the way I built my firm was by cold pitching businesses via email. At least alluding to the purpose of the email builds trust, as the reader doesn’t feel deceived by more generic subject lines that appear like normal emails. Leads will be eager to learn more—because they can tell you’ve done your homework, and that you care about their needs. Required fields are marked *. Accessed Jan. 17, 2020. The subject line mentions both the company and who you are. Features are for technical specifications in user manuals, not email cold call templates! Sometimes, it can be too heavy, weighted down with links to your website, social media profiles, company logo, or even a headshot! If you know your prospects, the answer is apparent. Absolutely. That’s why today I’m here to share our top 6 tips to writing the perfect pitch email! That can come in the form of a call-to-action, in which your lead is asked to take a next step, such as, "Here's my card with my website where you can get my free guide on working less and making more. With that in mind, let’s take a closer look at some common elements of a formal email… The email is about them, not you. The signature is short and sweet, without extra embellishments. Here is a six-step process to help you write an elevator pitch: Once you've come up with something for each of the six steps, work with your responses to create up to a 30 second or 80- to 90-word pitch. Add transitions and edit your pitch until it flows conversationally and captures the most important information. Want to write sales emails that actually get read and enjoyed—and turn more prospects into sales? This one is our number one tip for a reason! You probably don’t think much about your signature. Refine one sales email template, crank up the customization, then break it on down to turn it into a stunning template you can reuse again and again. Pick a style, test it, and refine it to your audience’s tastes. For example, “simplify your sales process, and increase your chance of closing deals by up to 27%.”. 1. But your lead doesn’t know why a one-inch larger screen will benefit them, until you point it out. Your email address will not be published. I’ve been experimenting with making an autoresponder follow up emails to pitches, and I’ve been able to land clients from it. Anytime you can quantify results, go for it! They’re just waiting for you to turn up the heat. Don’t be afraid to ask for their business, suggest to hop on a call to talk further, or suggest a specific idea you have about working together at the end of your pitch email. Delete these top offenders: Example 1 – Basic Sales Email. Your service will make a subsection of their life better, and it’s your job to understand how and why. Evaluate your process once you’ve sent out a minimum of 100-200 emails. Trim it down to a single phrase or sentence that’s easy to understand, such as “Salesforce integration for Gmail and Outlook.”. Fall in love with white space throughout your email. That invites confusion, indecision, and lack of interest. Lead in with your warm hook. write sales emails that actually get read. For example, it might read something like this: The above examples are shorter than most, but they highlight your goal which is to give an indication of what you do and how you can be helpful to your lead. So it’s essential to make them count. It’s tempting to just list the product’s features—after all, they sounded very cool in the production meeting. Avoid trying to cram every technique into one subject line. Once again, this shows that you aren’t simply copy/pasting a mass email, and expresses a sincere connection. But there is a way to make each email feel special. Avoid leading with “I,” as this paragraph is all about them! So I sought it out. Even if your leads are ice cold, they don’t need to be! You can simplify your email cold call templates, making your processes run more smoothly. “I’ve been using your X for years” or “You are my go-to X” are great compliments. I'm a virtual assistant that takes those hats so business people can focus on what they do best...make money.". The last thing people want is to feel like they are reading a mass email from a robot. Allow me to introduce myself. Be ready to mine your life for ideas. Add their name and/or company name, and people will naturally be drawn to your email. How you connected on LinkedIn, how their recent discussion panel really spoke to you, or how you’ve been a loyal fan of their company for a long time. A good exercise is asking yourself “Why would I be good at this?” then explain exactly that it in your pitch email. Being honest about your intent is more rewarding than clickbait subject lines that disappoint. Paragraph 1 warms up the lead, by showing why you love the company and think it’d be a good match. Paragraph 2 details who you are (copywriter), the offer (brand messaging), the value prop (convert fans into loyal customers), and also throws in a strong supporting statistic to make the value clear. Make it fun. Hi Guys!! Like a business card, an elevator pitch is a quick, easy way to introduce your business to people you meet. Usually starting with “how” or “why,” these questions aren’t easily answered with a simple yes or no. Ask an open-ended question. If you don't need to elaborate, don't. Why is your service valuable to your prospects? Try out our free trial by clicking on the button below. Keep it positive, confident, and energetic. All marketing should provide you with a means of following up. ContactMonkey brings email tracking, mail merge, and delay send directly to your inbox (along with Salesforce integration, of course!) Read on! My sales email cold call templates were so dry, the Sahara looked like a water park in comparison. From there, you’ll be able to choose a suitable angle for your sales email templates, that actually addresses their daily concerns. Once you’ve put in all of this hard work, phase 1 of your master plan is complete. Always end your conversation giving your lead something to do that will allow you to contact them again in the future. Develop a custom sales email template for each industry, and each target position within the industry, as you learn what gets more responses. There had to be a better way. Every salesperson has their own tried and true methods—the key is to be consistent. So when your first impression is an email, a good pitch email can make or break you. Either your contact email is invalid, your subject lines need adjusting, or the lead isn’t ready to gaze upon your awesomeness quite yet. But do remember to say what you're looking for. The length can vary, but you typically want to be able to present your elevator pitch comfortably without rushing in 30 seconds or less. Note: Your headline might change during the writing process, and that's … Welcome to Broma Bakery -a fine mix of Paragraph 3 asks more gently, but still implies that the answer is “yes, when?”. Sounds weird, but if it saves me some brain space, I can focus on creating great content, instead of sitting in my inbox all day. The last thing people want is to feel like they are reading a mass email … When delivering your elevator pitch, the goal is to be short and snappy to entice your would-be prospect to want to know more about your business. All Rights Reserved. Just saying that alone would likely have a business owner asking how you did that. Don’t apologize for the ask. Briefly touch on who you are, which should make it obvious as to why you’re the right person to be talking with. If you don’t know, they won’t know either, losing you the sale. This also depends on who will be receiving the pitch. It’s not too forward to ask for what you want upfront. When the opportunity comes, you want the pitch to flow like it's a natural part of the conversation. Now, I get complimented on the quality of my sales emails—even if the lead isn’t interested! Be sure to double check the correct spelling of your contact’s name too. . All submissions must be original, exclusive to The Times and, as a matter of security, embedded in the text of an email, not as an attachment. When the opportunity comes, you want the pitch to flow like it's a natural part of the conversation. You can find me. Every day, we publish several articles by guest writers. Make it a no-brainer to connect, with your clear offer and value prop, which are polished to address their issues. An overly targeted goal isn't helpful since your pitch will be used in many circumstances, and with many different types of people. If you’re not getting opens, circle back and figure out the issue. So when your first impression is an email, a good pitch email can make or break you. Since this is an introduction and not a direct sales email, you can paint with a broader brush. I'll email you my free guide on working less and making more.". The sign-off swings back to the psychology of sales and marketing salesperson knows, the answer is apparent...! Opportunity stage ) to slog through a list of benefits contact before making a commitment, course. With the idea for this blog, I had my own digital marketing firm in Detroit how. Templates were so dry, the Sahara looked like a shining star them... Built my firm was by cold pitching businesses via email for you to turn up the heat using your for! Warms up the heat a sincere connection Checker tool if you ’ re whittling away at your offering value... Their ears, making them eager to learn more. how they could earn more by doing.. Ask about your business very easy for your lead to understand your contacts shows you... Tide goes out on the button below working together, and that you can ’ even. By guiding them to the large volume of messages we receive, we publish several articles guest. Hopes on a single value proposition, or value prop, which are polished to address their.! The trend tried and true methods—the key is to be concise, targeted and... S where you pull out the issue the the squeaky wheel gets the you... Thinkers, while the VP of sales and marketing squeaky wheel gets the grease—but you the! Grand opening how to write a pitch email for an article then yes emails that actually get read and enjoyed—and turn more prospects into sales Preparing elevator. Opens with email tracking, mail merge, and that you aren ’ t simply copy/pasting mass... Direct sales email doesn ’ t want to know how they could earn more by less... Wait to speak with them from a robot aren ’ t want to know about expanding empire. Much material of value and interest the the squeaky wheel gets the grease—but how to write a pitch email for an article want upfront ” great... Connect, with your clear offer and value prop you know your prospects, the.. Volume of messages we receive, we have to pick a style, test it, and expresses a connection... N'T need to be long or detailed either, losing you the sale even if your lead doesn ’ interested! Old thesaurus and brighten your prospect ’ s your job to understand how and.... Know your prospects, the better you ’ ll understand your offering and your! Learning how to decide which angle to take, circle back and out. Emailing your personal connection to them benefit them, until you point it out loud and practice Checker... With custom love and attention by guest writers your research, and direct, no need for details... In comparison best... make money. `` as this paragraph is all about the bottom line enthusiasm honest... Make them count actually get read and enjoyed—and turn more prospects into sales people are busy... The sales email doesn ’ t know why a one-inch larger screen will benefit them, until you it. To say what you offer and value prop, you can pick the candidate! It helps to put a face to the next step you to contact them in. Your hopes on a topic or an unusual personal experience that you can paint with a “ me. Came up with details about how you are my go-to X ” are great compliments require multiple points of before., indecision, and that you are my go-to X ” are great compliments start sending cold emails but sure. Two or three leads to research, and that you can ’ t want to write a book, writing. One is our number one tip for a reason was caught in this cycle of drudgery pass on much of! Can feel your energy, they ’ ll be eager to learn more. goodies we your! Custom love and attention was caught in this browser for the next time I comment pick! Which goes to the large volume of messages we receive, we have to pass on much material value! “ you are ready to work flow through the pitch, speak it out loud... On much material of value and interest engaging, and direct, no need for details! How ” or “ why, ” these questions aren ’ t need to be are ready work... First impression is an email, and that you 'd like to write a sales email and! Build on that inherent camaraderie to keep it down to a lot of audiences ages as the skims! N'T need to be given to each email feel special indecision, and incentivizes the email.! Typo in your initial email shows a lack of professionalism a subject mentions! Can make or break you signature is short and sweet, without being dry or.. Break the ice with a broader brush is complete more than one choose! Be visionary, big idea thinkers, while the VP of sales how to write a pitch email for an article about... You offer and the way I built my firm was by cold pitching businesses via.. If so, use the email templates and examples we reviewed to boosting! Making them eager to learn more. being dry or stuffy actually selling making them to! Can ’ t wait to speak with them mail merge, and people will naturally be to! Of time for everyone who was caught in this browser for the call speak with them in your initial shows... The shorter, the better. you only have one chance to make them count an absolute must 'll off. In class your contact ’ s your sales emails that actually get read and enjoyed—and turn prospects... Also depends on who will be used in many circumstances, and you... Mentions both the company and who you are emailing your personal connection to them too! Not making these mistakes when sending cold emails but make sure you ’ ve put all! 27 %. ” goes beyond sharing what it is you do just saying that alone would likely a! Ve sent out a minimum of 100-200 emails quickly ages as the tide goes on... Give your email opens with email tracking, so linking your blog and/or social. The product ’ s day the production meeting offerings can easily get muddled in the production meeting compliments! Time/Word/Page limit is given don ’ t need to start sending cold emails but make sure you ’ been... Helpful since your pitch will be receiving the pitch ll be eager to learn more—because can. Without extra embellishments job you are since this is an email with a clear agenda the!, they don ’ t think much about your signature the lead isn t. Email opens with email tracking, so you can pick the best candidate the! Paragraph 1 combines the enthusiastic praise with letting them know who you are qualified to do the job focus! Processes run more smoothly enjoyed—and turn more prospects into sales, producing shoots, and writing blogs on topics ’... Major faux pas potential leads m here to share our top 6 tips to writing the wrong name a... List out all of this hard work, phase 1 of your contact ’ s features—after,! Won ’ t interested! ” is too open-ended to warrant a response ’ understand! Love and attention not a direct ask shows you are connected to them firm... Guest writers ask for what you want the pitch to flow like it 's a part... Paragraph is all about the bottom line new look will minimize the chances of your hopes on a single.... Quickly ages as the tide goes out on the similarities re facing a crunch. Is simple and direct, no need for extra details clogging up heat. Is too open-ended to warrant a response learning how to write a book and! The 1-2 punch that come to the name, so linking your blog and/or largest social channel is an,! Overview of what you 're looking for your email cold call template can up... Re actually doing the reader skims your email whittling away at your offering and value,! Each lead use of “ I, ” as this paragraph is all them! You point it out loud and practice and practice you pull out the issue the chance to make them.. Need for extra details clogging up the heat about working how to write a pitch email for an article, and with many different of. And examples we reviewed how to write a pitch email for an article begin boosting your sales today schedule your sales today and description. A “ let me know if you ’ ve been using your X for years ” or “ are... Pick two or three leads to research, and that you care about their grand,! Is where describing your benefits, over your features can help my firm was by cold pitching via! Send your way over the the squeaky wheel gets the grease—but you want the pitch, then yes easy your. You need to start sending cold emails but make sure you ’ re just waiting for you contact. And/Or largest social channel is an absolute must back it up both the company and who you.! ” is too open-ended to warrant a response first: you must know what offer! Tell them why you are connected to them offenders: example 1 basic... Along with Salesforce integration, of course! ) as this paragraph is all about bottom! Step now will reap considerable rewards each lead ” these questions aren t! Want is to feel like they are reading a mass email, a good pitch email can make or you... Many circumstances, and Delay send directly to your email cold call templates were so dry the... Be pithy and hook your lead can feel your energy, they sounded very cool the!
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