Now it's time to read. Split your 30 minutes like so -
5 Minutes: Skim the headlines to select posts for a deep dive.
Then, open up each post in a new browser tab that caught your eye from a good headline. You should now have your browser populated the articles you're going to review.
5 Minutes: Quickly skim every post.
Without skimming the post, you won't know if the article is what you thought it'd be about - and if you're wrong, it could hurt your credibility when connecting with the writer. You may need to close a bunch of tabs for the articles that what you thought they were something differen.
20 Minutes: Dive deep into each of the posts left.
Typically I have between 20-30 articles left. Since you’ve already skimmed them, comprehension should be easier and it won’t take as long to read the full article.
TIP: Be in a prospecting mindset as you’re reading these articles, look for pain points and trigger events that the author is writing about.
Post-Reading Action: Pull the best articles and connect over email.
Pull each article with a pain point or trigger event into a new browser window. Then go through each and connect with a tailored email.
Below is the email I wrote to Anum, manager of this blog, that led to this post.
TIP: Use HubSpot Sales to know when your emails have been opened.
Why this email worked:
It was short. Any quality cold email is no longer than 3-6 sentences.
It was personal. I specifically mentioned a post that she wrote and tailored it with a solution to a problem she mentioned in the article. It made Anum feel special that I wrote to her specifically about something she created.
It was timely.I sent this email right after I read the post not a week or month later.
It was human.Mentioning a holiday and that I was feeling awesome about using her company's product were simple touches that make it feel less sales-y and more relational.
Using this system consistently, I add around 10-12 hot prospects to my pipeline every month. And those 10 highly qualified prospects can make the difference between hitting my number, or not.
If you give it a try, share your results in the comments below. And if it's not working as desired, I'm happy to chat about that as well.
Originally published Jul 28, 2014 8:30:00 AM, updated July 28 2017