When coaching new entrepreneurs and authors on strategically connecting with influencers and potential customers, I use the three-sentence rule to focus a message. I've used it myself and with clients to build new business relationships, referrals, and even coveted book recommendations.
Related: 4 Research-Backed Ways to Make a Killer First Impression
To explain this rule, let's say we introduce ourselves to an electrical broker named Riz Clargley. Let's see greetings first.
Dear delete me
Seriously. Don't use the word "dear" to greet someone, unless that person is your grandparent.
Use "Mrs. Clargley" or just "Rice" instead. If you're feeling sassy, you can add "Hi" or "Hello". The point is to be yourself, skip straight to the first sentence and avoid alerting the recipient to the fact that you're a scared rookie.
Phrase 1:Why
Tell Riz why you're interrupting his busy day in one punchy line. This sentence must contain these specific elements:
Why the recipient should care about your email. This may include the fact that you share common personal or professional relationships. You may be from the same home state or the same university. Casually mention one or two of these common interests, but don't sound like a stalker.
Proof that you know their work, their achievements and their vision of the world. For example, "I love your latest blog and am writing with a related question." Familiarity with Riz's professional world shows respect and lets her know that this is not a form letter.
Sentence 2:Who
Show Riz who you are and what you bring to the conversation. In other words, answer this question in the mind of the recipient:Who is this person and why should I care? Make it clear that you are a peer who brings value to the table. Of course, do it in a non-overt way. Instead of saying, "I'm a big deal, founder of the hottest new startup," try something like, "I'm sometimes asked similar questions by my employees about..."
Note that you don't have not mentioned your title or the size of your company, but this line shows Riz that you are a business owner and have more than zero employees. No staff? No problem. Mention customer issues, which shows you have customers or part of your journey that tells you you're on a winning path.
By the way, if your signature states you're both president and CEO, it signals smallness, not greatness.
Phrase 3:What
Just ask Riz what you want to ask him. To be clear. Do not apologize. Most importantly, remember that she is busy. Give her something she can simply answer with a "yes".
If your real goal is a phone call, don't ask, "Could we have a phone call a while?" This requires reflection, questions about timing and duration. Instead, write, “Is Monday at 2 p.m. or 3 p.m. a good time for me to call your office for a quick 8 minute chat? »
Related: 10 ways to be a better communicator
This sentence tells Riz that you respect his time, that you are ready to do the time zone calculation and that all he has to do is pick up the phone. Whatever your "request" is, say it clearly and simply to "yes".
Go to topic
Now that you have clearly defined who, what and why, consider the best subject line for your email. The purpose of your subject line is to:
Stay out of spam folders.
Be opened, not deleted.
Start the conversation off right.
I recommend tailored subject lines for the recipient. “Quick question about your leadership article” or “Recommendation from our mutual friend Landy”.
Cryptic subject lines like “Question” or “Connection” will likely be ignored.
P.S. More Writing Tips
Don't use P.S. unless you're writing sales and marketing copy.
Avoid frequent "I" contact. If your three-sentence email contains the word "I" or "me" six times, keep editing it.
Be nervous, but don't send a nervous email. Humor, punchy writing and awkward lack of formality bespeak confidence. Self-deprecation has no place in this email. Successful people are repelled by fear and gravitate toward trust.
Use an email address with your business domain. Gmail will often go to spam folders, and even if it doesn't, the lack of a bespoke email address shows you're not here to earn it.
Brevity shows respect. Riz knows that if you don't respect his time, you don't deserve his time to respond.
Large open spaces make for enjoyable reading. Have you ever received an email consisting of a long paragraph of 200 words? Do not send something similar to Rice. Put a blank line between each sentence in your email.
Do your research and make sure you have the best email address. If Riz works at a big company and you can't find her email address, try finding her assistant's email address. The same rules apply to messaging assistants.
You have a chance to establish a connection, and this chance lasts about 10 seconds.
Related: 8 Annoying Talking Habits You're Probably Guilty Of
