57. Emails emails.. And more emails
• Email is cheap easy
• Its simple to hide
behind the inbox
• Its harder to make a
connection
• You’re often not in
control of their
attention span
58. Social interaction
• Hard to initiate
• It’s a long game
• Usually better to
augment an existing
relationship
72. “I’ve really enjoyed some
of the stuff you’ve
published lately and I’m
just curious on how you
decide what to publish and
when”
73. “Can you tell me a little
more about how you plan
what to cover”
74. “If I understand you
correctly you say that each
month you pick X themes to
write about and then Y
happens, is that correct?”
75. The question cycle
• Open question
• Listen
• Ask closed question to qualify
• Propose suggested help
• Listen for objection
• Open question to work round objection
76. Open question
• A question you cant answer Yes or No to
• Can you tell me a little about…
• In interested in how you do x…
• What are the main things you consider when
choosing y…
77. Closed question
• Normally a Yes No Answer
• Used to qualify…
• If I hear you correctly you always look for X, is
that correct?
• So its only Y that you consider?
78. Proposal of solution
• The WMT method: -
• Because you do X
We do Y
Which Means That you sort X
81. • We haven’t understood the
motivations
• We haven’t explained the value
• We haven’t ensured that value
meets their need
• For ALL of the above you need
to…
83. “OK so I may have misunderstood how you do that
part of the research for your articles, is it not
correct that you spend X hours looking for
resources to support the piece?”
84. “Umm well yes we do we just don’t take pieces
from external people”
85. “OK so if I understand that correctly if we were
to share the research that we had done for the
similar piece that we did you would find some
value in that”
92. Very brief often gets a response
• Look at the emails you respond to and why …
• Something in the first line or subject catches
your eye
• 3 Lines of text and then close…
93. Short looks personal
• Sacrifice detail to illicit response..
• Just do enough to get attention
• Things like typical typing errors and ‘sent from
my iPhone’ make it look like a spur of the
moment email rather than mass spam
94. And by common typing errors I mean..
Hi John,
Can you let me know if you’re the right
person to takl to about X ?
Just got something I think might be of
interest.
Thanks
Paul
Sent from my iPhone
105. Process
• Define what broad niches you want influencers
in
• Find the people and the people connected to
those people
• Make a connection
• Foster that relationship over time
• Become a resource for them
• Understand their triggers and use that to your
advantage