Do you know what editors and potential clients do when they reach the end of your email?
How? Because they should be doing whatever you just told them to do!
The process of winning new clients through direct marketing is simple:
- Identify your ideal clients
- Get the right contact information
- Send them a message to introduce yourself as a freelance blogger
- If you’ve got an interesting idea for their blog, give them a brief description or outline at the same time
- They send you a message back if they’re interested (and the nicest people get back to you even if they’re not interested)
Do you see the yawning abyss there between Step 4 and Step 5?
That’s where you forgot to make shit happen.
Write Your Happy Ending
It’s not just you.
More than half of the bloggers I mentor say that they don’t know how to close an email when they’re seeking work.
If you don’t know how to close the email, then you don’t know how to close the deal.
Whether you think of your message as a pitch, a query or an LOI (letter of introduction), you need to include a call to action. So *ta-da!* here’s a list of successful ways to wind up your email…
1: “Does that suit your needs and budget?”
This is one of my favourite ways to wrap up a proposal (a service offer that includes pricing information). It’s straightforward, practical, and prompts the prospect to let me know if there’s anything they’d like me to change about the proposal –vital information for me if I want to win the gig.
2: “What do you think? Shall I send you a draft?”
This works well for guest post pitches as it’s low pressure, yet direct and focused on the recipient’s opinion.
3: “Shall I send you a more detailed proposal?”
If you’re emailing a potential client to outline what you can do for them, this is a good way to get a response from anyone who’s curious about your services or your rates.
4: “May I write this post for you?”
Keeping it this simple often works well at the end of a detailed, well-researched query.
5: “Let me know if you’re interested in any of these ideas and I’d be happy to write up a fully-fleshed pitch for you.”
Linda Formichelli suggests this call to action for hybrid query/LOI messages that include only brief descriptions of your ideas.
6: “If that sounds like a good fit for your blog, hit reply and let me know.”
An informal approach like this means you can be even more specific in your call to action, without sounding like a cheesy salesperson. Instead of just asking a question or saying “let me know”, your chatty “hit reply” tells the recipient exactly what you’d like them to do next.
7: “May I send you some clips?”
This is one of Carol Tice’s tips for a winning LOI, because it gives your prospect a question that’s easy to say yes to.
Now, I don’t know if you remember the Underpants Gnomes from South Park… so here’s a distracting video. Don’t worry, it’s only 10 seconds long.
Sound familiar? “Phase 1: Send email. Phase 2: ??? Phase 3: Profit.”
If you don’t know what you want your prospect to do, then they don’t know either.
Figure out the one thing you’d most like them to do. What will increase your chance of winning this gig?
It can be as simple as getting your prospect’s permission to send them something more, or something more complex like inviting them to Skype with you. That’s your call; research your prospects and try to find out what’s most likely to get a favourable response.
Now you know what you want them to do. So at the end of your email…
Then add your regards, thanks, or whatever signoff you normally use, and your name.
That’s it. Your email’s all wrapped up like
bait on a hook a lovely gift with a bow on top. 😉
Featured image: Theresa Thompson