A Guide to Cold Emailing

Remember that people will go much further to avoid pain than to acquire pleasure. If you’ve done your research and found a major pain point for the recipient, and you can offer relief, highlight that.

If you can’t solve a problem, give people something they want. Offer to connect them with someone they’d like to meet — that stands out, since almost no one gives before they ask. But your gift needs to feel appropriate, from one stranger to another.

Short emails are more likely to be read than long ones. And emails that request clear, specific action get a much higher response rate. Long-winded, rambling cold emails suck.

One of the best ways to keep things short and direct is to write the way you’d talk. I would recommend reading your email out loud before you send it.

By expressing gratitude and some vulnerability, you give them the feeling that they are a good person if they choose to help. You also give them a little rush of power and status, because you’re approaching them.