How to get the attention of your dream clients
It’s hard to get the attention of senior decision makers at the world’s most famous companies. They are inundated with people vying for their attention.
Many of these are your competitors who may have fancier officers, ostensibly better case studies, bigger client names and other advantages of scale.
These advantages are by no means insurmountable.
You can tackle this by employing ‘predatory thinking’. Dave Trott explains this with the story below:
“There’s the story of two explorers walking through the jungle.
Suddenly they hear a tiger roar.
One explorer sits down and takes a pair of running shoes out of his back pack.
“You’re crazy, you’ll never out run a tiger” says the other explorer.
“I don’t have to out run the tiger” he replies.
“I just have to out run you.””
Creativity is the last legal unfair advantage over the competition and you should abuse it with reckless abandon.
So let’s look at the problem…
Senior decision makers at large brands often have a ‘filter’ for cold pitches.
They cannot possibly dedicate much of their time to looking at messages from strangers.
One way of breaking through this is to be creative. Use unusual lumpy mail, cold email or some combination of this. You can be novel, entertaining and/or interesting.
Another way of breaking through this is brute force. Dan Meredith talked about this in our Pitch Perfect webinar. Sheer persistence works. You can out-work the competition.
The third way is both cunning, and lazy.
I call it “The Charming Opening Letter Technique”
Instead of trying to penetrate the senior prospects sales firewall, you penetrate their ‘intimate circle’ instead. (Lol.)
You can generate a response using equal parts charm and well… peer pressure.
This works better for creative agencies/professionals, but I can see it working elsewhere too.
Here’s the process:
1. Develop a (hopefully compelling) idea for a company.
2. Write an ‘open letter’ as a blog post. Write why you love their brand, their mission and your ideas for them. If you can, try to make this light-hearted, funny and endearing.
3. Add a polite request in the blog post for their colleagues to forward your blog post to the right department/person. (They may end up knocking on their office door and telling them about it face to face…)
4. Make your ask and sugar coat it “We’d love to take you for coffee, lunch or tequila shots. We’ll even give you more ideas of varying quality you’re free to humour or steal as your own!”
5. Put your email address and phone number – make it easy for them to get in contact with you.
6. Create a LinkedIn Ad targeting all or a segment of the employees of that company – directing people to your post. (I used to suggest Facebook ads for this, but it looks like the employer targeting isn’t possible anymore, at least in my 30 second attempt…)
7. Alternatively (or in addition), you can cold message more junior employees at your client’s company with a link to the blog post.
You can be quite specific with LinkedIn Ads. I just set up a sample campaign where I’m targeting Red Bull employees in the USA who work in the marketing department. LinkedIn tells me this targets around 600 people.
Amongst those 600 people, you can guarantee that someone is going to have a conversation about you. You can be sure of that much…
If your letter and idea is good enough, you are likely to get a response from your target.
Even if you don’t, someone else at the company will likely get in touch. You have your ‘in’. BOOM!!!
A few side points:
1. Try to be specific with who you want to get in touch with. When dealing with big brands, never make assumptions. For example, many big brands often have multiple Marketing Directors. The same is true for other senior roles.
2. Include a video of you and your team in the blog post. This makes getting a response even more likely. It’s the closest thing to getting a meeting – you can even joke “This would be a lot more fun if it were a 2-way conversation…”
Do let me know how you get on with this…
Happy Friday folks,