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Buyer's Journey

Don't be tempted to write a clever lead-generation email

It’s frustrating to send emails trying to prompt people to agree to a conversation with you that might lead to a sales opportunity, only to have them unopened or ignored--not only by strangers or weak connections, but especially if they’re people you’ve previously done business with or have known for a long time.

After enduring enough of this, it can be tempting to try to be clever with your email’s Subject line to induce people to open your email, or to play a little fast and loose with body copy, all in the hopes of getting them on the phone. However, don’t. Just don’t.

"Good. Fast. Cheap. Pick two." Not anymore.

Seemingly forever, the "pick two out of three" mantra was the accepted norm. Not anymore. Since the 2008 recession, clients want it all, and they're getting it. Here's how to make it possible for them to get it from you.