Sales Automation Has Replaced Any Sense Of Understanding
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Sales Automation Has Replaced Any Sense Of Understanding | 3 Takeaways: Episode 100

Welcome to episode 100 of 3 Takeaways, with a focus on sales automation (also our 5th Halloween episode, although Lee says 4-no, no).

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Business development for your advertising agency has been subsumed. 

Humans no longer control strategy or execution-technology is all- automation has replaced any sense of understanding. 

Ominous opening, right?

Well, we don’t have much time-the sales automation overlords are watching. 

But we’ve jammed their signal for a few minutes.

I can’t take credit for that last sentence in our opening. 

It comes from an agency principal, discussing the high volume of sales outreach being vomited, copiously into our email boxes, on LinkedIn, and, occasionally, on our phones.

With little sense of targeting, lack of research, and a reliance on volume to the detriment of any relevant message, he said, and I quote, automation has replaced any sense of understanding.

It’s become pervasive-you get the same emails and messaging I do-there is rarely any sense of understanding of prospects or their companies in most outreach today.

If there were, I wouldn’t be getting these emails, because I’m not the right-fit prospect in most cases.

But these salespeople wouldn’t know that, because they haven’t taken the time to do the homework.

So in this episode, we bring you 3 Takeaways to make sure your agency isn’t subsumed by the hivemind that we call, Extreme Automation Reliance. 

 

Your first takeaway is paramount and simple:

Don’t let technology take over your business development process.

Let’s not kid anyone, technology is essential in making your process more efficient, but here’s a critical stat:

76% of agencies get more than six sales emails a day.  And almost 90% of those agencies said only 9% of those are effective.

Some salespeople are content with that. 

Perhaps they are one of the 9%. 

But great salespeople know that reliance on one platform leaves potential opportunities on the table.

Yes, use email, but how many of your competitors are picking up the phone? 

Are using traditional mail?

Do what your competitors are not.

With all this, the message here is not that you should never incorporate automation into your business development strategy.

Sales automation, whether through an automation platform, or using CRM tools that automate certain tasks, can be effective, but, and this is your second takeaway:

If you’re going to automate, make sure you are targeting the right prospects. 

A different agency principal, in an initial conversation about our services at RSW/US, told me about a meeting coming up their new business director had set. 

This business director relied on simple automation via email blasts and his network. 

This principal told me, they had no business taking this meeting-it wasn’t a fit.

Many alarm bells went off.

It . . .does not compute.

So many business development failures can be traced back to going after the wrong prospects. 

You have to take the time to nail those parameters down and make sure everyone involved in new business is on the same page.

We’ve now come to our final takeaway, time is short-they, are watching. 

We’ve established that automation isn’t inherently ineffective, however-your third takeaway is this:

Make sure sales automation isn’t THE strategy.

Since automation occurs through email, when you do use it, it is, of course, vital that those emails actually reach your prospects, which means your sender reputation must be up to par.

But 60% of agencies do not monitor their email sender reputation.

There are many tools, from Google, Microsoft and others, to ensure your deliverability is not impaired. 

Alright, I must go. 

Thank you for watching our 100th episode of 3 Takeaways! 

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Don't Send These Emails | 3 Takeaways Ep. 99

Don’t Send These Emails | 3 Takeaways Ep. 99

In this episode, we continue with one of our most popular new business themes — don’t send these emails. 

Comin’ at ya!

Welcome to “3 Takeaways”, your agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program. 

Over the course of making this video series, we’ve done several episodes on ineffective sales emails, and I’ve mentioned that I keep most of the sales emails I get in two folders: good emails and bad emails.

I learn from both, and I now have multiple agency principals (thanks to each of you) who will send me the worst of the worst they get. 

So, as we’re one episode away from our 100th episode, we bring you three more examples of emails you shouldn’t send.

 

And your first take away:

For the love of all that is holy — keep your initial sales emails short.

The email I’m about to show you — the only way I can really convey how long this sales email is, is to have Craig filming me scrolling through it. 

(You’ll have to watch the episode starting at 1:19 for the full experience.)

I realize you may be thinking: well, you’re talking about it, Lee, and you actually read it, didn’t you. 

Fair, I did, but it was out of morbid curiosity. 

I don’t remember what that person was even selling, just how long it was. 

And by the way, that same person has sent 3 more, giant emails. 

Wow.

OK, second takeaway:

Don’t tell me you’d like to learn more about my business if you don’t mean it.

Getting a sales email that starts with “I’d love the opportunity to learn more about your business” is not new, but I’m either noticing it more recently, or some new overly-used email template is floating around.

Many salespeople use this line because they can’t think of anything else at the moment.

But some salespeople genuinely mean it, in which case, actually show your prospect you’ve done even a little bit of homework on their business.

Remember, LinkedIn and Google are your friend.

OK, our last takeaway is this:

Don’t start an email to your prospect with “I reached out to you a few days ago, and never heard back”. 

This also isn’t new, but it’s become a greatest hit — I’ve also never understood it. 

Is it supposed to guilt your prospect into answering you, “oh no, I didn’t respond to your ineffectual sales email? 

Let me get right on that!” 

That may have worked the first year email became a thing in the business world, maybe, but it certainly has no place in today’s prospecting world. 

It’s a waste of time and real estate.

Thanks for watching 3 Takeaways — lots of new business content our site to help you at rswus.com, just hit the resources drop down 

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The Prospecting Tool Your Agency Is Not Using-But Should Be

The Prospecting Tool Your Agency Is Not Using-But Should Be

There’s a prospecting tool most ad agencies aren’t using to drive new business-we’re going to tell you what it is and give you some tips on how to use it-stay with us.

Welcome to “3 Takeaways”, your agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program. 

We’re at episode 98 of this thing! 

If you haven’t subscribed, take a second and do that, along with smashing the old like button if you’re so inclined. 

Now, being so close to episode 100, I wanted to go back to our very first episode, called “Embrace the Snail”.

(Check out this episode below at .53, it’s good stuff.) 

We’ve made some quality strides since then (nice work Craig), but the content in that episode still holds up, and I wanted to provide you with an update of sorts.

A little background-in that episode, I talked about the continued efficacy of snail mail, of a physical mailer as part of your prospecting process.

Our first takeaway back then was:

36% of marketers learn about agencies from mailings.

So that episode was back in 2018-a lot happened between then and now, right. 

And physical mail for prospecting took a bit of a back seat at the height of Covid.

But if you want another new business tool in your arsenal, you need to think about mail. 

It’s funny how often I heard, phone calling didn’t work during Covid. 

Short answer-it did, were you trying? 

Similarly, I hear the same thing-mail?

Pretty old school. 

Yeah, it is, and you know what it works.

Here’s your first take away:

It’s only one prospecting tool. 

I can’t stress that enough-in our own RSW programs, we use mail as one tool in the toolbox, our tech stack is another, well many tools there, but we do not use mail as the main driver to drive new business for our clients. 

If you ever come across advice that you should only use one tool, like email or LinkedIn, to drive new business, potential opportunities will be left on the table. 

Let’s get to takeaway two:

You have to use mail to interact and reinforce all your other tools. 

It’s a succession, a chain if you will, as you reach out to a prospect, referring back to the mailing piece, a phone call, an email, alternating each of these touches-it’s going to reinforce your awareness and make what could be a cold call warmer.

OK, your third takeaway-

Keep your copy concise with any mailing piece.

According to stats from the Who’s Mailing What database, the word count in direct mail they’ve tracked has declined by 62%. 

That’s a good thing, and you should mirror that with any piece you create.

Less copy, more images-that’s the direction you want.

Thanks for watching 3 Takeaways-lots of new business content our site to help you at rswus.com, just hit the resources drop down. 

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Ghosted After The First Prospect Meeting
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Ghosted After The First Prospect Meeting?

Far too often, we see agencies build a solid connection with a productive first prospect meeting, and then… nothing.

For our three takeaways today, we have pointers to make sure you don’t get ghosted on the way to meeting number two.

And we have a bonus, a one-pager you can download with our three takeaways from this episode.

Download that here: Climbing the Prospect Follow-Up Hill

You’ve had that first prospect meeting, and ideally you’ve set the second meeting. 

But that doesn’t always happen, or it’s tentatively set, and maybe you’re getting ghosted. 

To ensure that second meeting happens, let’s get into how you can better your odds.

Your first takeaway:

Remind them why they took the first meeting with you.

If your prospect took 30 minutes of their time to meet with you, they have a need or they saw some sort of value in talking with you.

Your primary goal in that first meeting should be to determine why they decided to take the meeting.

Perhaps their current agency is underperforming.

Maybe they are interested in a strategy that aligns with your specific strengths.

In any case, your follow-up should help to re-establish their motivation for speaking to you in the first place.

OK, your second takeaway:

Provide insight on something discussed in the first meeting. 

After that first meeting, you should have some sense of the prospect’s pain-points and you should have some understanding of their past strategies.

As you prepare to follow-up with the prospect, find ways to offer valuable perspective around something you learned in that first meeting.

Show the prospect that you understand what they told you and demonstrate your resourcefulness.

And your third takeaway:

Share your experience solving problems like theirs.

Hopefully this is not the first time you’ve heard this.

Your follow-up should include examples of work you’ve done for clients in the same (or a similar) industry as the prospect’s.

This helps to alleviate any potential concerns the prospect may have about your ability to understand his/her business.

Your goal is to establish credibility, provide value, and show the prospect that you are eager to help achieve his/her goals.

Thanks for watching 3 Takeaways-lots of new business content our site to help you at rswus.com, just hit the resources drop down. 

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3 Business Development Strategies That Work In 2022
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3 Business Development Strategies That Work In 2022

Lee McKnight Jr. is delivering you 3 business development strategies that come straight from your agency peers.

Welcome to “3 Takeaways”, your agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

We attended the AMI Conference in Chicago a few weeks back, and were privileged to moderate three different agency roundtables, with the topic, Business Development in 2022-What’s working and what’s not. 

I can’t give away all the good stuff, but for our three takeaways, I wanted to point out three tips on what’s working: what we see working with our own clients, and what agencies from our roundtables mentioned was working for them.

Here’s your first takeaway:

Try posting something personal on LinkedIn. 

Does that sound weird?

It kind of feels weird-I have not done it often, but I’m planning on doing it a bit more. 

Because it does two things-

  • Gets you more views and likes, and
  • Brings a human side to you, that prospects will respond to.

There are some ground rules here.

Do it sparingly, and provide some type of insight or reflection. 

If it’s just a post with a picture of you by the lake, or the team at happy hour, you’ll probably get some views, but then you’re just turning it into your Facebook feed.

Ideally, you tie in some aspect of your personal life, could be a reflection on something positive, or how you handled a struggle, into your work life.

I will tell you, it’s not always easy, because, and I hate this overused word, it needs to be authentic. 

But mixing one of those posts in, with every nine thought leadership posts, gives your profile more dimension-prospects work with agencies and people they like.

This will help you do that. 

Your second takeaway:

Don’t sell in every email.

Also sounds weird, right?

You need to take advantage of that email real estate with every send. 

Well, email deliverability is getting more and more important. 

The days of blasting out ineffectual, no homework emails is going away. 

Your sender reputation is incredibly important. 

If more and more of your emails are going into spam filters, Google will ding you.

If you pick one email a week, or 1 out of 4 in your cadence, and not sell to your prospect, but instead, provide them with something of value, that relates to their industry-it will help you stand out, and your prospects will respond in kind. 

It will still take time, it’s not a silver bullet, but everyone else is blindly selling, seeing what sticks. 

And your third takeaway, and it’s purely tactical:

Pursue new hires-the right way. 

A new CMO, or VP of Marketing, will have a lot on her or his plate being new on the job. If you approach them respectfully, and show your value, chances are good they’ll at least be more open to talking.

They’ll need the help. 

Doesn’t always work, and you can’t jump all over them, but there are some software platforms, like a ZoomInfo, or more inexpensive options, just Google ZoomInfo new hires, or Lead 411 new hires, and other platforms will pop us as well within that search to help you find those new hires. 

Couple that with Google alerts and LinkedIn, and you’ve got what you need.

There you go-3 business development strategies for 2022.

Thanks for watching 3 Takeaways-lots of new business content our site to help you at rswus.com, just hit the resources drop down. 

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🔔 Subscribe for more free content on how to help improve your new business program: https://bit.ly/2Mn0gXy

If you’re looking for a more effective business development strategy for your ad agency, email Lee McKnight Jr. at lee@rswus.com. He would love to talk.

Or, if you’re not ready for that step, you can read about how our outsourced business development programs work here.

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3 Tips On Crafting Effective Emails Prospects Won’t Ignore
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3 Tips On Crafting Effective Emails Prospects Won’t Ignore

For this episode, we’re bringing you 3 pieces of advice on how to craft effective emails from our own RSW/US new business directors.

Welcome to “3 Takeaways”, your agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

If you’re driving new business for your advertising agency or PR firm, you’re always looking for ways to make your emails more effective.

In this episode, we’re giving you 3 quick tips, or takeaways, directly from 3 of our new business directors here at RSW.

Your first takeaway on crafting effective emails is from Brandon Buttrey:

Shy away from links, bold, italics, underlines and attachments.

I like this one a lot, Brandon points out as well,

The e-mail should read like a conversation between two people.

I’ve talked about this before in these episodes, and it’s a prospecting mantra of mine:

Talk to your prospects, not at them.

An email full of bold or underlined copy with multiple links screams sales email.

I’m not advising you never use any of these, but early on, especially, avoid all of them-just reach out with simple text.

Your second takeaway is from Amanda Mudd:

Be literal in your subject lines.

I’ll give you an example.  You‘ve heard that your subject line should reflect, in some way, the content of your email.

So, one way to be literal in your subject line, and a great way to use your case studies, is naming the company that’s in your case study in your subject line.

And that’s it, just the company name.

It should obviously relate to the prospect’s industry you’re reaching out to, but getting your email opened is that huge first step.

And just the company name will create some interest, and quite frankly, maybe some confusion, but that’s a good thing.

Chances are better they’ll open it.

And your third takeaway is from Carrie Shoemaker:

Be Enthusiastic, upbeat, and confident.  Be memorable. 

Advice you may have heard before, but so many salespeople don’t embrace it.

Your enthusiasm and passion shows, on the phone or video, sure, but in email and voicemail as well.

There’s a balance-you don’t want to be over the top in your enthusiasm, but it humanizes you.

So much sales outreach comes off as an ad a robot wrote.

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🔔 Subscribe for more free content on how to help improve your new business program: https://bit.ly/2Mn0gXy

If you’re looking for a more effective business development strategy for your ad agency, email Lee McKnight Jr. at lee@rswus.com. He would love to talk.

Or, if you’re not ready for that step, you can read about how our outsourced business development programs work here.

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My Ad Agency Did The Work But I Can't Talk About It

My Ad Agency Did The Work But I Can’t Talk About It

What do you do when a client won’t let your ad agency talk about the work you did for them?

Keep watching for 3 ideas to still use that work when you’re prospecting.

Welcome to “3 Takeaways”, your agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

The idea for this episode came from an Adweek article titled Brands’ Silence Hurts Agencies. PR Is a Win for Both.

The short version: it talks about brands or companies, not letting an ad agency publicly talk about the work they created for that brand.

Worth a read, but per usual, Adweek tends to focus on larger agencies, so I wanted to focus your takeaways today on small and mid-sized agencies. 

Because it’s an issue for you as well.

Let’s get the obvious point out of the way, and your first takeaway:

Discuss publicizing your work early with your client-or don’t. 

I don’t mean to be flip about this-but you can take one of two paths. 

The first is you bring it to the table early. 

Fair enough, there may need to be some negotiating, as I get into shortly, there are ways to use that work as part of your new business strategy that don’t involve plastering your client’s logo across your site. 

Or there’s the other path: if it’s not mentioned, it’s fair game, but again-in my opinion, you’re taking baby steps at that point, not plastering the logo-more on that.

Now let me point out-I get that this is your new client. 

Your goal is not to make demands or piss them off out of the gate on this subject. 

A lot of small and mid-sized agencies are working with bigger companies, and some of those companies will make it known early that you cannot talk about the work-period.

At that point, and circumstances will dictate, you don’t want to push it any further.

But it’s not necessarily over at that point. 

If there’s not a firm policy, you have some potential leeway-for example, your second takeaway:

Create docs, mini-case studies or one-pagers that are only used in your prospecting as one-on-one communication, that you can share with them.

Or a non-published, password-protected landing page, not something you’re posting on your site or on any public platform.

Again, I’m not advocating you jeopardize your relationship with this client.

If you feel in your gut that this step could bite you, you have to ask yourself if it’s worth it. 

In some cases, it may be.-

For example, I’ve had conversations with agency principals along the lines of, “this is a long-term client that we’d really like to replace”, so you need to at least create something that talks the work only in direct communication.

But even that may make you feel queezy-fair enough. 

Another option, and your third takeaway:

Talk about the work in one-on-one conversations.

If you really can’t, or don’t want to, have anything public-facing, or are too concerned about physical or digital versions being out there, another option is discussing the work in a prospect meeting, in one-on-one conversations.

And maybe you don’t actually mention the brand directly to be safe, but what you did and what the results were.

Thanks for watching 3 Takeaways-lots of new business content our site at rswus.com, just hit the resources drop down. 

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🔔 Subscribe for more free content on how to help improve your new business program: https://bit.ly/2Mn0gXy

If you’re looking for a more effective business development strategy for your ad agency, email Lee McKnight Jr. at lee@rswus.com. He would love to talk.

Or, if you’re not ready for that step, you can read about how our outsourced business development programs work here.

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You Need A Cold, Hard Agency New Business Wake-Up Call-3 Of Them Actually
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You Need A Cold, Hard Agency New Business Wake-Up Call-3 Of Them Actually

You know sometimes you need an agency new business wake-up call-a jolt, a bucket of cold water just right in your face.

I’m seeing three sales trends that are not helping anyone gain any new business. 

You need to watch this episode and share it with your team-let’s do it.

This is 3 Takeaways, your agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

We’re coming in hot and keeping it short-you’ll want to soak in all three of these takeaways.

We’re talking trends that agencies, and salespeople generally, need to stop embracing. 

That first trend is:

Sales messaging or copy that gets way too specific, way too fast

. . .or that gets into the weeds, and overly technical, too quickly.

Your first takeaway:

A lay-person should be able to understand any initial lead generation outreach.

Whether that’s email, phone, or social.

Sometimes that seems counter-intuitive, because you may feel like you’re not giving your prospect the benefit of the doubt, but I don’t mean dumb it down, just don’t vomit minutia all over them out of the gate.

That was a terrible visual I just put in your head, let’s move on. 

OK, the next trend is war and peace messaging.

Here’s your second agency new business wake-up call, or takeaway:

Unless you’ve already started conversations with your prospect, your first email should not be longer than three short paragraphs max.

I know many of you watching could contradict me with success you’ve had with longer emails, but it amazes me how many salespeople, how many agency new business directors, send scrolling, multi-paragraph emails on their first outreach attempt.

No one has time for it.

As I said, if you’ve started communication in some form with that prospect, you have more leeway. 

But try this experiment-

Force yourself to write no more than 3 paragraphs at two sentences each in your next round of prospecting emails.

It’s hard, and you have to cut to the chase with really important, valuable information.

But it’s a good exercise to help you get more concise, and not just in your emails, but in video calls and phone calls.

And the last trend I call subject line Russian roulette.

And here’s you third takeaway to explain:

Don’t use “Meeting Request” as your email subject line. 

Or any form of it.

It may work, if you like using hope as a strategy, but you’re most likely looking at an automatic delete.

It screams, I am a salesperson you don’t know.

64% of prospects make a decision to open emails based on subject lines.

So what do you think your prospect will do when she sees meeting request?

That’s a non-starter.

Thanks for watching 3 Takeaways-lots of new business content our site at rswus.com, just hit the resources drop down. 

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🔔 Subscribe for more free content on how to help improve your new business program: https://bit.ly/2Mn0gXy

If you’re looking for a more effective business development strategy, email me at lee@rswus.com. I would love to talk.

Or, if you’re not ready for that step, you can read about how our outsourced business development programs work here.

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The Ad Agency Sea of Sameness-How To Steer Clear-3 Takeaways, Episode 92
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The Ad Agency Sea of Sameness-How To Steer Clear-3 Takeaways, Episode 92

When it comes to positioning and messaging, firms are often stuck in the ad agency sea of sameness, and it’s typically because they’re so busy taking care of clients, they don’t take a step back to survey their peers, and their competition, to see how differentiated they really are (or aren’t).

So in this episode we’re talking 3 building blocks that make up the foundation of your agency new business program, and a visual guide to help you get there.

Welcome to “3 Takeaways”, your agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

Biggest business development challenge for you firm, show of hands, who knows it?

It’s the struggle to stand out in a sea of similar firms. to stand out in the ad agency sea of sameness .

Two members of our RSW/US Marcom team, Steve Taggart and Bailey Kocent, created an ebook called RSW Tune-ups, a visual guide to driving more new business for ad agencies. 

We’re starting by releasing individual agency new business one-pagers, which you can download below, along with about 12 links, when you click through, to related content we’ve created-it’s the good stuff.

This first one-pager covers building awareness, focusing on three business development building blocks. 

First one is Positioning, and here’s your first takeaway:

Advertising agencies all do the same thing.

If you follow us at RSW, you may have heard me say this, don’t think it’s ever been an actual takeaway. 

But is it true? No.

But it is the way your prospects view your firm, until they don’t-you show them otherwise.

Always remember that.

Sure, agencies do a lot of the same things, but you have to be very clear about what makes your firm different, in terms of the way you help and make your clients successful.

The second building block from our one-pager is case studies. 

And your second takeaway:

Create a case study template you can easily update. 

That may seem way too basic, but I know many of you watching are about 6 case studies behind because they’re a pain in the ass to create.

And agencies are seemingly always reinventing the wheel with case studies, quite frankly.

You should revisit a couple of times a year, in terms of older case studies, but create a concise template to make it as easy as possible to create new case studies.

The third building block is outreach.

And your last takeaway:

Revisit your process every quarter.

You know, if it ain’t broke and all, but one thing I want you to think about-

What’s your new business mix, how is it coming in?

If it’s 50% organic growth and 40% referrals-neither of those are sustainable in the long run-as I’ve said before, both are necessary, and if that’s working, by all means, run with it, but neither are truly dependable.

One thing we all know about this industry-clients leave, eventually.

You’ve got to mix in some outbound in there.

Download your visual guides here:

Business Development Challenges For Ad Agencies: Building Awareness

Business Development Challenges For Ad Agencies-Targeting The Right Prospects

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If you’re looking for a more effective business development strategy, email Lee McKnight Jr., VP of Sales at RSW/US at lee@rswus.com.

Learn more about our outsourced business development programs here.

Learn more about our process here.

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Avoid Using Email Blackmail In Your Agency New Business Prospecting

Avoid Using Email Blackmail In Your Agency New Business Prospecting

You know what you should never engage in with your agency new business prospecting?

Email blackmail

 Our man behind the camera, Craig, selectively sends me sales emails he gets, and he sent one recently that we had to do an episode on, something you need to avoid when you’re prospecting: email blackmail.

OK, we’ve done a few episodes specifically around real sales emails we’ve gotten, you can check those out here:

3 Real-World Examples Of Email Fails — 3 Takeaways Ep30

Sending Better Follow-Up Emails — 3 Takeaways Ep.61

This is one Craig sent me we’re going to dissect a bit to help your agency new business prospecting, withholding names to protect the innocent, but we couldn’t pass this one up.

Here’s the first line of the email, no greeting at all by the way, just right into it:

I don’t enjoy sending these repeat emails any more than you enjoy receiving them- But we all got a job to do.

Here’s your first takeaway

Don’t alienate your prospect in the first line of your email.

One could argue that it grabs your attention.

I mean, who starts an email with essentially, “I don’t like my job, but then how am I gonna buy my crypto, right?”

Maybe alienate isn’t the best word, but it’s off-putting, I want to delete this email right there, not read any further. 

But we’re going to because here’s the next line:

Until I hear back from you, I’ll keep reaching out because I know our partnership is worth it.

Here’s your second takeaway

Do not engage your prospect in email blackmail.

OK, a bit of an extreme description, but essentially, this salesperson is forcing the prospect’s hand too early.

Like the first line, you could argue that at least you’ll know if that prospect is interested or not.

Maybe, but you’re telling me you believe our partnership, which doesn’t exist yet, is worth it, yet, you’ve given me no reason to believe that.

And you’re relying on your previous emails being memorable and not being deleted.

Here’s a bonus takeaway:

Never assume your prospect remembers your previous emails.

Unless they’ve responded of course, I believe your emails should stand on their own. 

OK, here’s, essentially, the rest of the email, she gives her name and the company she works for, and then says:

One way to help each other (and stop all the emails) is to hop on a quick call and let me show you. . . .

I think she’s hoping for Stockholm syndrome to set in with me? 

Here’s your third takeaway-

Coercion is not a viable prospecting tactic.

Yes, there are prospecting tactics that work, where you can reasonably apply a little guilt, some negative reinforcement, but if you’re coming across as a mob boss-is that really the impression you want your prospects to have? 

Because that’s the impression I get with this email. 

/by