How do you stay “top of mind” with someone, without being too pushy or aggravating, when following-up?
We could send a brief “just checking in” email … but since the average worker receives 125 emails per day, sometimes we need something different to catch their attention.
If we’re going to catch their attention, we need to provide value up front. We can leverage an email technique I’ve used to do just that, which has gotten me:
Featured on New York Times, Reader's Digest, Prevention Magazine, Fox Business, and many others.
Keynotes at major conferences
Speaking gigs at Google, Tel Aviv University, and more
Here’s how it works:
Step 1: Understand what problem this person is experiencing.
First, we need discover what problems our contact is facing.
For example, if I’m trying to connect with a successful person but they haven’t answered me after my first email, I’d check their Twitter until I find a question they’re asking. For example:
Now I can shoot Noah Kagan, CEO of SumoMe, a follow-up email with some potential solutions to this question.
Or if I’m trying to get featured by a reporter on HARO (this is how I’ve been featured on places such as The New York Times), and I don’t hear a response, I’ll dive deeper into the problem. Then I’ll send another follow-up email with more details related to their inquiry.
The key here, regardless of the situation, is figuring out what problems this person is currently facing. Once I figure that out, I move onto the next step.
Step 2: Send your contact relevant content they’d find interesting.
Once I’ve discovered the problem, I find valuable information that might help my contact find a solution.
The specifics may differ, but the foundation is the same: Offer something valuable that will help him get a solution to his question (or at the very least, make him laugh).
The final part of this technique is super important.
Step 3: Email them the article (or other valuable info) without asking for anything.
For instance, if I purchased credits on Clarity.fm to get his question answered, I’d send him a follow-up such as this:
Chances are he’d be genuinely grateful for this. It’s really hard for someone NOT to be grateful for something like this! Whenever I’ve provided value as a follow-up email, it’s nearly doubled my response rate. The response typically looks like this:
"WOW. Thank you! This is super helpful. By the way, about that email you sent last week…."
Whether I’m purchasing credits on Clarity.fm or sending a really helpful article, this technique almost always triggers a response, because we are providing value up front.
We aren’t asking for the sale, saying “just checking in,” or anything pushy. We’re genuinely offering something valuable.
Another little secret: find a misspelled word on their LinkedIn profile, and let them know about it. How can they turn down an email that is helpful instead of a “cold call” solicitation?
Yet as a result, they are much more likely to move you “up the ladder” and deepen the connection and your value on their radar screen, in response with their gratitude. You’ve made yourself a valuable guest, not an unwelcome pest like so many others vying for their attention.
Why This Works: The Rule of Reciprocity
The rule of reciprocity means when you provide value without asking for something, you’ll naturally get something back in return. Whether that means …
Sending someone a valuable article
Introducing them to a new hire, mentor, or consultant
Offering your (or someone else’s) expertise for free
Featuring them in an article you write
… we have a higher likelihood of getting a response in return.
Many of the connections I have have no doubt come because they know that with the media outlets I contribute to, makes them even more interested than they might otherwise be in meeting a guy with my good looks... :)
Think of it this way: The more love (or value) we distribute, the higher our chances to receive love in return:
Use this follow-up email technique to leverage the rule of reciprocity and I promise your chances of receiving a response will DOUBLE.
If it’s gotten me featured in major news outlets, keynote speaking gigs at conferences attended by thousands, and presentations at Google in Israel and elsewhere, media appearances, columns in major media … and it will work for you, too!