Lots of experts will tell you how to write a good email. Maybe they’re right. Here’s what works, repeatedly – and why it doesn’t sound salesy. And btw, the phone, shorts vids, and LinkedIn voice-messaging are great mediums for you to use as well with the following.
It’s a simple framework, called: HAPI (pronounced “happy”) – because it should feel good!
- Hook
- Assumption-less
- Problem
- Invitation
Hook: this one should be obvious. We need to capture your prospect’s attention with a hook – something other than, “following up.” In order to help people, you need to grab their attention, but without being “salesy” or “click-baity.” Here’s a few ideas.
Email subject line examples:
- had an idea
- crazy thought
- an interesting idea
- hi [first name] – it’s [your 1st name]
- avoiding [insert business problem]
Assumption-less: never make assumptions – it’s rude. When you make assumptions, buyers feel annoyance and/or pressure. And, think about it, you literally don’t know – so just be honest!
Emails openings should always start with their name, e.g., “Hi [first name], and then NOT assume:
- Not sure this is still on your mind…
- Can’t imagine this would be helpful to you…
- I don’t know if this will change things
- I don’t want to assume things on your end…
Problem: the problem with most sales messaging to prospects is that it’s focused on you, your product, and your company. This is not interesting to your buyer. Your buyer cares about thriving and surviving – not about you. They want to know what’s in it for them. Specifically, how you may be able to solve their problem – that’s what will interest them – focus on that.
Examples:
- Had an idea to solve for [X]
- Thought of a new approach to address [Y]
- Wanted to run by a different idea for [Z]
- There’s a new update that could help with [X, Y, & Z]
Invitation: don’t sell anything via email, invite your prospect to take a step with you (or not). It needs to be free choice. The goal of an email is to have a real business conversation. Invite them to that with zero pressure.
Here’s a few examples:
- Are you open to a convo, or not so much?
- Is it worth revisiting, or am I barking up the wrong tree?
- Are you open to chatting or should I leave you be?
- It it worth a check in or should I get our of your hair?
So that’s HAPI: Hook + Assumption-less + Problem + Invitation = non-salesy outreach
Here’s an example:
Subject: had an idea
Hey [first name],
I can’t imagine things have changed. But I had an idea to run by you to help with [insert business problem]
Worth revisiting, or should I get out of your hair?
Thanks, [first name]
Here’s to non-salesy selling!
I hope this helps!