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Charming cold outreach that gets results

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Charming cold outreach that gets results

  1. 1. Charming cold outreach that gets results Jon Buchan | Charm Offensive SLIDESHARE.NET/JONBUCHAN @jonbuchan
  2. 2. The drunk cold email that changed my life
  3. 3. “Jon, firstly let me congratulate you on the most entertaining cold email that I have received recently, or possibly ever.”
  4. 4. “And I get a lot. It’s so rare to get a truly creative communication from an agency that purports to be creative, so thank you.”
  5. 5. “I’m going to build a wall of fame for examples of good marketing, on the basis of your letter. It might be quite small though, or perhaps just a few tiles.”
  6. 6. “Let’s talk? We can probably use some help with value propositions, or just our general thinking. You don’t need to wear the top hat, but if it helps, don’t let us stop you.”
  7. 7. “Hi Jon. You have my attention, which isn’t easy as I probably receive 40 or 50 of this type of email a week...”
  8. 8. “Let’s have a chat. I’m making no promises (at this stage). I’m on holiday for a month from Friday - so I guessed 25/1?”
  9. 9. “Hi Jon. Sarah forwarded me your email - it was the ferret that did it ;-) It would be great if you’d like to come and meet us in person and talk to us a bit about what you guys do, perhaps the morning of Friday 15th?”
  10. 10. Subject: Apologies in advance :(
  11. 11. Greetings Susan, You’ve never heard of me. (Hi, I’m Jon) I got your details from a list *gasp*. But hey - you’re list worthy, that’s gotta be something, right? :-)
  12. 12. OK. Let’s get down to brass tacks. I’m emailing you because I run a digital marketing agency in Clapham, London, called Render Positive with my brother, Gary, and a team of 10.
  13. 13. I used to work at large digital agencies with big brand clients offering online marketing services (SEO, PPC, Social Media, Analytics, Content Creation and Bedroom Tidying).
  14. 14. For nearly 5 years, we’ve run our own agency and we’re absolutely loving it. It’s so good to not feel like we are ripping clients off, and we are doing the best work of our lives.
  15. 15. We recently got an office in Clapham North and I’m looking to win new clients over to our side and away from those evil (ok maybe not evil… but not as good) other agencies.
  16. 16. We have some big names on board - but being the ambitious bunch we are, we won’t settle for anything other than total domination.
  17. 17. If you let me have a chat with you about your digital marketing needs, I will buy you coffee / lunch / tequila shots and promise to be somewhat entertaining. If you’re lucky, I may even wear a top hat.
  18. 18. First off, I’d love to provide you with some ideas you are free to steal.
  19. 19. I have attached a picture of a ferret that has been dressed up. According to the internet, his name is Colin. I trust this will charm you into submission.
  20. 20. I await your profanity filled response. Have an absolutely wonderful day, Jon Buchan
  21. 21. #foundtheferret on Twitter
  22. 22. Subject: Apologies in advance :(
  23. 23. Greetings Susan, You’ve never heard of me. (Hi, I’m Jon) I got your details from a list *gasp*. But hey - you’re list worthy, that’s gotta be something, right? :-)
  24. 24. OK. Let’s get down to brass tacks. I’m emailing you because I run a digital marketing agency in Clapham, London, called Render Positive with my brother, Gary, and a team of 10.
  25. 25. I used to work at large digital agencies with big brand clients offering online marketing services (SEO, PPC, Social Media, Analytics, Content Creation and Bedroom Tidying).
  26. 26. For nearly 5 years, we’ve run our own agency and we’re absolutely loving it. It’s so good to not feel like we are ripping clients off, and we are doing the best work of our lives.
  27. 27. We recently got an office in Clapham North and I’m looking to win new clients over to our side and away from those evil (ok maybe not evil… but not as good) other agencies.
  28. 28. We have some big names on board but being the ambitious bunch we are, we won’t settle for anything other than total domination.
  29. 29. If you let me have a chat with you about your digital marketing needs, I will buy you coffee / lunch / tequila shots and promise to be somewhat entertaining. If you’re lucky, I may even wear a top hat.
  30. 30. First off, I’d love to provide you with some ideas you are free to steal.
  31. 31. I have attached a picture of a ferret that has been dressed up. According to the internet, his name is Colin. I trust this will charm you into submission.
  32. 32. I await your profanity-filled response. Have an absolutely wonderful day, Jon Buchan
  33. 33. Getting Coverage in VentureBeat
  34. 34. “I recently cited you as an example of someone who got my attention -- and got me to publish something -- based on a completely off the wall pitch.”
  35. 35. “In a conversation about PR & how to pitch editors with some startup folks here in SF. Nobody pitches like you :)”
  36. 36. Dylan, I'm in the office on a Saturday, so my work-speak mode is off. I'm going to cut straight to the chase - no bullsh*t or pretence.
  37. 37. I have a rather useful graphic that shows people how to create a Bring Your Own Device policy. We found tons of folks asking about this on LinkedIn groups, so we created it. I found your site - think its relevant and superb - and wondered if you could take a look at it
  38. 38. and see if its something you'd publish. We get: Kudos for getting our graphic posted on an awesome site. You get: A pretty good useful graphic with our clients expert nerds thoughts on it. It's quite nice looking too.
  39. 39. Our resident design expert, HB, did them. Anyway, I'm sure you get spammed all day with all such requests. We'd love you to see them - and to see if you like them.
  40. 40. I've attached a picture of a ferret that has been dressed up. According to the Internet, his name is Colin. I trust this will charm you into submission.
  41. 41. I await your profanity filled response. Regardless of your response, I hope you have a wonderful day.
  42. 42. For the rest of the exchange, head here: charm-offensive.co.uk/brighton

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