Wondering if you can get good at winning work from emails is the same as wondering if you can look good in a big green hat.
It’s all about how you wear it.
If you’ve never worn one before and then one day just stick it on and walk out the door? No one knows why you are wearing it and you look ridiculous.
That’s your cold email.
Buy from me. Here’s my case study. Click this link. People back away. The first impression is look at me energy with notable headwear.
And we know we are going to see you again in 3 days time, on a schedule, checking in, with the hat. You aren’t wearing it for us, you’re wearing it for you.
But there are people who pull it off.
Look at the catwalks of Paris, London, Milan. Full of giant green hats (probably). And people think they look great. They seek out photos. They pay to be on the front row.
The people wearing them haven’t just suddenly put them on and hoped for the best. They’ve spent time cultivating a position as trendsetters. They’ve shown they understand hats at any size. They’ve piqued your curiosity around what colour hat might be the next big thing.
And they’ve done this over a long period of time. Built reputation and relationships to the point where, when they finally put on the giant green hat, everyone says, “That’s bloody brilliant.”
Selling by email (or any selling really) is no different.
If your first message is on the nose? You’re the person who just walked into the room wearing a giant green hat with no context.
But if you’ve managed to make someone aware of you, because your content made them curious, your comments made them think, your name kept showing up in the right places, then when you eventually reach out to talk about that project or ask for that meeting, what you offer looks a lot more interesting.
That takes years.
Same offer. Same hat.
You’ve just earned the right to wear it.