Read it. Learn it. Use it.

Got this unauthorized from Bobulate, but have to share this great advice for cold calling. Works for most industries:

When contacting any person for the first time, there’s a pattern, whether getting in touch by email, by phone, or in person:

1: Cite a familiar reference + What it is + Brief details

Start out giving a familiar reference (e.g., Max suggested I email you...) in the first five words of an email or a phone call. Make the person comfortable knowing there’s a familiar reference between you. Go on to mention, briefly, what it is you’re talking about with a point or two of detail. Nothing more.

2: Compliment + Ask

Why are you going out of your way to speak with a stranger (with only Max in common really)? Compliment this person by letting him or her know what skill, content, or talent has brought you to this point of communication. Then, swiftly and clearly: ask the question you need to ask (e.g., will you do me the honor of…).

3: Reference value, micro + macro

How will this person by compensated? Can you take him to lunch? Will you pay her for speaking at this event? Will you mention her on your next television spot? Whatever it is that’s of value to the other, offer that. And make it clear when, how, and how many. End by making it clear how this will benefit his or her profession at large.

4. Include a gracious closing

Always.

These communications, if in written format, should be kept to no more than 100-200 words — as if you weren’t invited past the porch. On the phone, the equivalent. If people want more, they’ll ask. But let them be the ones to instigate.

Eventually a pattern will fall into place.