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- ♞ "Faking" Social Pressure in Cold Emails
When working with clients, I often provide them with cold email templates that they can use to reach out to investors, advisors and others who will help them on their startup journey.
When I do this, there is always one tactic I use that shocks clients, but that they later reveal was surprisingly effective for them today. I want to share that tactic so that you too can benefit from it.
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Most of my cold emails start with something like this:
“Hey [Investor], I would have asked [mutual friend] to introduce us, but our fundraise has lots of momentum, and we couldn’t afford to waste time waiting for the introduction.”
Why? Because it creates a similar social pressure that a warm intro brings you. By adding this sentence, you are creating a social obligation based on your mutual relationship with someone. This will prompt an investor to reply because they don’t want to be rude to their friends’ friends. Suddenly, you are no longer just a random cold email but someone already in their social circle. You’ve hacked yourself into the same mindset that an investor has when they receive a warm intro.
Now, to be clear, this is a “hack.” It will generate results, but there are no shortcuts in life. This will not get you the same results with the same consistency as warm introductions.
If you don’t have a mutual friend a less effective version is to use any sort of mutual affiliation you have whether that be your school, city, past jobs, any thing you can think of to build some social connection between you and the person you are cold emailing.
Do you use mutual connections to build social connections in cold emails? |
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