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The receivers of those emails aren’t looking to be educated. They aren’t looking to be nurtured. They just want you to reach out with timing and relevance.
The idea that “90% of prospective buyers aren’t ready to buy” informs how to approach paid and organic marketing. Not sales-led email.
Therefore, if you’re going to send someone an email about your thing and not be viewed as another spammy, disconnected-from-reality salesperson, you need to get really good at identifying an intent signal—something that indicates that this person is in-market.
This means that as a seller you’re not sending mass email blasts in hopes of catching the 10% who might be entering buy mode. This means that you’re not educating in your emails as a way to “build trust”.
A seller's job is to get people into a sales process now. Casting a wide net, building trust at scale, and creating future pipeline is marketing’s job.
If people want to learn, grow, or be entertained, they self-select in by subscribing to newsletters, podcasts, webinars, and peer conversations. Your sales emails aren’t that.
So, sellers, cut the shit. Stop making excuses to justify your lazy mass email blasts. Do the hard work of identifying need—and only reach out to the few who show signs of having it.
This might mean sending 5 thoughtfully written emails a day instead of 500.
Blasphemy, I know.
— Nate
Yes, this also applies to:
LinkedIn DM’s
IG DM’s
Twitter DM’s
Text messages