"Dear business owner,"
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That's how an outbound direct mail piece addressed me. 😶
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This is the worst way to hook someone. It instantly hit the trash.
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If you cannot get someone's first name when prospecting, don't use a generic introduction.
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I did this recently when writing a cold email to attorneys.
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Instead of writing, "Dear attorney," I started the email with, "Hey, I noticed you were an attorney in Wisconsin."
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Luckily, we had their location, but you could still cut the last part off and it's better than "Dear attorney."
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Here is my second version, which I believe has a more substantial opening:
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"If you could get qualified clients for $99/month, would you be interested? If so, keep reading."
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The objective when outbound prospecting is to get the attention of the cold audience.
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Using a generic opening is the least likely path to gaining attention.
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Instead, use a significant pain point as I did in version 2 to get their attention.
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If it doesn't grab their attention, they probably won't convert anyway because the pain doesn't resonate with them. That's okay.
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The lesson: Personalization can work, but generic personalization rarely works.
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🧠// JO