The most perfect pitch email I’ve ever received: a breakdown of what she did right
Bracing myself, I open my email. And there they are: rows and rows and rows of unread messages, with subject lines like,
TRACK
NEW MUSIC!
MADE IN CHELSEA – MUSIC?
BAND FROM THE SOUTH
NEW MUSIC FOR TV
It was 2013 and I’d spent a few years doing the sexiest-seeming job I’d ever had: choosing music for big TV shows and movies.
I say “sexiest-seeming” because it was honestly a lot of me sitting around in my underwear on my bedroom floor, surrounded by scraps of paper, feeling stressed out, and making suggestions to directors who then, half the time, went with one of their own choices anyway.
But TELLING people “I choose music for big TV shows and movies” definitely elicited the kind of impressed response that made it feel worth it.
A downside of the job was my email inbox. By 2013, bands were already learning that one of the only ways to make money as a musician was through getting your music “synched,” as they call it. As someone who loves new music, you’d think I wouldn’t have been so bummed out by getting sent so much of it. The problem?
The same problem that EVERYONE being pitched — whether it’s for a music supervisor or a big deal podcast host or a journalist or publication editor — has:
I used to be TERRIFIED of selling. These tips changed everything.
Getting to the end of Sally’s email, my heart sank. Well, I thought. That’s that, then. Time to give up.
I was a few months into starting my business, and my hopes for getting my second ever client seemed shot.
On the advice of my new business mentor, Kendrick Shope, I’d offered my (then, very small) mailing list the chance to have a “mini-session” with me: a free, 15 minute consult on Skype. I’d started working with Kendrick – famous for her skills as a Sales Coach – because, having spent my entire pre-entrepreneur life in jobs where people were always selling to me (as a radio DJ, and a music supervisor for hit TV shows) I had NO IDEA how I was supposed to sell anything to anyone.
The idea of selling utterly terrified me.
But Kendrick was changing that.
In a gentle way, she (virtually) took me by the hand and started teaching me the basics of non-icky sales – what she calls Authentic Selling (TM). Part of that, was doing free 15 minute calls, where I cold get to know potential clients, and add value to them before asking for anything in return.
The first call I’d done had gone BRILLIANTLY. Sally* was a coach – exactly the kind of client I loved working with – and we’d really clicked. During the 15 minutes, I felt like I gave her loads of helpful advice, and she seemed really keen to work with me.
Afterwards (again, on Kendrick’s advice), I’d sent a follow up email, reminding her of the tips she’d learned in our call and – the scary part for me – telling her how she could work with me. My prices were going up the following week (from $99 to $149!), so I reminded her of that too.
Then, that afternoon, she’d finally written back
V quick tip to avoid p*ssing off someone who just helped you out
A move keeps being made by people I’ve just favours for, that makes me want to stop doing them favours.
Running True Stories Told Live, my live storytelling show, I get a lot of requests to be put in touch with this person and that person. Because I <3 getting people tell their stories, I help these people out. I give them email introductions - and what happens next, is what almost always happens, and what REALLY annoys me: I get sucked into the email chain between these two people. Here is a very quick and classy way to get around that:
How my patronising altruism WILDLY benefitted me
Ordinarily, I wouldn’t publicly admit having had this thought process. It shows that I can sometimes be an egotistical dick. But I like the end of it so much that I want to tell you.
I come to you from the train I’m taking from St Catharines (no apostrophe) back to Toronto. Last night I ran a workshop – my third in a year – for Brock University, on Networking That’s Effective and Actually Fun, for their entrepreneurial students in their BioLinc incubator.
One of the things I teach the students was how important it is to add value to people, long before you ask for anything.
An amazing way to add value is to thank people for teachings you’ve enjoyed, being specific where you can. Another is offering to make…
Top Ten Tips – Networking for Introverts (that’s actually FUN & EASY!) [VIDEO]
Having just come back from World Domination Summit – a giant conference of 3,000 do-gooders in Portland – and having actually enjoyed myself, I thought it was about time I shared a Top Ten of advice for anyone who’s off to a conference or event, thinks that they hate networking, and is REALLY NERVOUS.
Here you go. My favourite is pencil-mouth lady. Yours?
How Do I Ask a Favour from a Long-Lost Colleague – Without Feeling Like I’m Just Using Them? ASK (YES YES) MARSH!
You have the perfect contact for what you need to do – in theory. Someone you knew a long time ago is someone you need a big favour from. But you haven’t been in touch in months or years, and have no idea how to go about asking them.
If you email them now, will they just think you’re using them? Find out how to do it in a classy way – that will make them ACTIVELY pleased to hear from you – here.
Not Getting A Response From Someone? This Might Be The Issue
Emma rolled her eyes, “Don’t worry,” she told me, “She’s ALWAYS like this.”
“Isn’t there anything we can do?” I asked. Emma was in charge, and I was too new to say what I was really thinking: that this woman was going to be isolated from the group.
“We’re not legally allowed to help her put it back in. So: no.”
I went and sat back down at the table next to Sandra.
“I’m sorry,” I said, shaking my head and pointing at…
One hour’s free coaching
I bloody love talking about this stuff. The whole reason I got into networking coaching was because I was doing it for free my whole life:
It’s what I would corner people at parties for – “Oh, you’re trying to get a job? Here’s what you should be doing” “You’re in a band? Here’s how you can get noticed”
Because my landlord doesn’t accept Good Karma in lieu of rent (SO unreasonable), at some point, I had to stop doing all my coaching for free.
But sometimes, I still sneak some free in.
A perfect example? When I’m interviewed.
I recently spent a really fun hour taking to Jordan Harbinger for The Art of Charm podcast. Their tagline is “Where Ordinary Guys Become…
Shy, Going To A Party and Feeling Nervous? TEN TIPS
I GASPED AWAKE.
After three seconds of confused, soft stillness, everything caught up and my headache came crashing in.
Squinting at the clock – it was 11:30am – I tried to piece together what was going on.
Oh yes. The Christmas party.
I was 22 years old and very, very hungover. The night before…
PART TWO: The Simple Two-Minute Trick That’s A GAME-CHANGER for your Business Or Career [includes templates]
Now that I’ve told you why always sending a “nice to meet you” email is the KEY to easy, fun and effective networking, let me show you what one actually looks like.
Let’s go back to the example from the previous explanation blog – you meet Janet at a conference in Sudbury and learn that she works for Google and has a new pug dog. Let’s say you discuss her dog, and the fish sandwiches.
I’ll write out how the email could look, then break it down for you. At the bottom, I’ll put a template that you can copy, paste and then fill in the blanks.
Subject: Sudbury conference / Obama Pug…
