How To Influence Others In 2020 With This Simple Cold Email

We could all be more proactive

“When a prospect says, we are already working with Todd over at Company B, simply smile and reply: Todd? I thought he went out of business!”

I would never say that, I thought to myself. “And the funny thing is,” he continued. “this strategy works, but most of you don’t have the balls to do it!”

The old influence strategies are dead and gone, but why?

Moving others has changed since the days of CD sales courses. That’s not to say we should never be proactive and ask for things we want, only that the low road, Alec Baldwin’s “always be closing” influence strategy is now thornier than it used to be, survived only by kids like me who listen to such dribble.

Caveat Venditor:

Dan Pink, the author of To Sell Is Human, says the sales process has changed because buyers now have unrestricted access to information. Before the internet, buyers relied on salespeople for product information and rode how the salesperson framed that information all the way to a purchase.

“The balance has shifted. If you’re a buyer and you’ve got just as much information as the seller, along with the means to talk back, you’re no longer the only one who needs to be on notice. In a world of information parity, the new guiding principle is Caveat Venditor — Seller beware.”

— Dan Pink, To Sell Is Human

When moving others, information hoarding is no longer sufficient. We all must be transparent, direct, and honest in our message.

The Attention Economy:

Unfortunately for us, we live and continue to live in the attention economy. A market where millions of different opinions, products, services, and ideas continually climb on top of each other to gain your eyes and ears for a few seconds.

What does it take to influence others in 2020?

Let’s break it down by drawing an example from a cold email I sent that turned into a commercial real estate deal grossing $11,403.

What’s a cold email?

A cold email is the equivalent of a cold call, but in email form.

How to write a clickable email subject

Those who write great headlines on Medium have an advantage here. You’re doing the same thing in both cases, moving others to click with a simple phrase.

“Utility worked better when recipients had lots of email, but curiosity drove attention when demand was low.”

For this email, let’s assume we are reaching out to an important person with lots of emails. Let’s focus on a subject line with utility.

First line of a cold email: Introduce yourself, but don’t overthink it

Don’t overthink the introductory line. A simple who you are, what you do, and the reason for the email will get the job done.

Lines 2 through 5 of a cold email: Pretend you’re writing a tweet

We’ve introduced ourselves, provided a referral, and a reason for the email. Now we need to add value, a because.

  • Save money
  • Save time
  • Avoid effort
  • Escape mental or physical pain
  • More comfort
  • Achieve greater cleanliness or hygiene to attain better health
  • Gain praise
  • Feel more loved
  • Increase popularity or social status

Line 6 to close: Ask for what you want again, and be specific.

Bring the email home by restating what you want, but this time be even more specific.

The ultimate example of a cold email

Subject: How I Saved A Company $6,000 On Their Office Lease.

Get out and be proactive while you’re young!

I never received a call back from Jason’s client. He probably looked me up on LinkedIn afterward and realized Cal Axe was an entitled kid who studied French in college and knew nothing about business. Caveat Venditor!

broker, blogger, researcher | 27 years old | I write about the Yo Pro experience in its’ entirety | Here’s my newsletter

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