You may find on occasion in your inbox a message from someone you don’t know who says they can offer you a mailing list for your business.
I don’t know about you but these offers of “cold” lists leave me cold.
It’s not that I have no idea whether I’d receive a genuine list of targeted prospects with up-to-date contact details.
It’s not that the chances of success with a bought list might be exceedingly slim.
It’s not the nagging thought that probably 8 out of 10 companies wouldn’t use a list – so they must have a reason why they don’t.
No, it’s more about the way these people communicate.
And there might be email list providers who send out the right kind of message but I’ve yet to find one land a gem in my inbox.
You see, these companies have got your name from a list (maybe they’re part of a business network, community or Chamber of Commerce you belong to) and so they are unlikely to know your name. They’ll just have an email address.
Which means they should be making every effort to connect with you – especially with that important first email.
Instead, the approach (from the examples I’ve received) seem to be as cold as the list they’re using.
The first email is no different to two people meeting for the first time. So the message should start like that opening conversation…. “Hi, I’m Gary. Pleased to meet you. I’m a strategic copywriter and consultant. What do you do?’…. and the conversation begins, evolves, becomes meaningful.
The message should say why the person is contacting you. The message should say why it’s worth continuing to read the rest of the message.
The sender should acknowledge that it’s a “cold” message – not apologise for it but definitely explain how they got your address and why they’re writing.
And knowing the perceptions many, many business people have about the likely quality of the product or service…
… you’d think the person sending the email might address that concern right at the top.
No warmth in the opening.
No explanation of how they got my address (or might have got my address).
No addressing the “why should I read on?” question in the recipient’s mind.
No dealing with the “your list is probably dodgy and worthless” worry in the recipient’s perception and thinking.
No explanation as to why this list service might be better than anybody else’s.
No gentle persuasion to try and coax a little bit more information from the recipient.
Just quick, cold messages.
And you know what happens when you make no connection?
No interest from the other party.
No extra revenue.
No boost to your profits.
It would only take ONE of these mailing list companies to communicate in a different, more human way, and they would see a significant shift in sales.
Will they do that?
Maybe but I’m not holding my breath.
Make sure you’re not making a similar mistake with your communications.
Need a hand with doing that? Get in touch using the contact form on my contact page.