QUESTION: What are some good followup conversations to a marketing email that contains info on a candidate? – Lance
ANSWER: I assume you are doing an MPC – Most Placeable Candidate email, so I will give you my structure.
I did not have followup conversations after the first email. Before I go any further, let me clarify, if you are sending – I am not accusing you of this Lance – do not put “I have found or I have identified a real A player with strong communication skills.” I have just hit delete.
The content of your email needs to be eye popping. Think of the headlines of the New York Post, New York Times, especially New York Post type stuff, National Enquirer. I am not talking about the quality of the news of the National Enquirer. Eye popping headlines to sell newspapers.
I have uncovered somebody who _____ (wild ass achievement) or ____ (wild ass benefit).
Your first line of an MPC email has to be eye popping to get them to read. Share a little bit more about the candidate that is very brief, not 17 bullet points. Close with a strong call to action. NOT if you are interested call me and tell me more. Look at your calendar. What is a good time to discuss this person in greater detail? Question mark. It is a specific question.
If I send that out on Monday and I do not hear from the person, on Wednesday I am going to forward that same email and write –
Hey Lance, Did you see below? Mike.
The follow up is very informal. You could do that in quantity. Every time you send out an email, response rates are going down a little bit, but it is still anywhere from 10% to 35%.
Probably after the second email nonresponse, within a couple days, I am going to leave a voicemail that will be very similar to the email.
Do not waste a lot of time by giving your life story. This is Mike Gionta. We started a firm. It was founded with the Pilgrims. My voicemail would be:
Mike Gionta. Hey Lance. In a recent engaged search we uncovered an individual with eye popping accomplishments.
Where did I steal that concept from? Advertising. If you look for ads, Coke, Chevron, Exxon, Doritos, you see the same ad over and over and over again. You can tweak a word here or there. You can tweak an idea. I found using the same message, combining voicemail and email, 7 attempts over 3 weeks to be very effective.
There is no formula that the third one has to be a voicemail, the fourth is an email again. Mix them up, every 2 or 3 days, over 3 weeks, 7 attempts. You will get a hold of 50% to 60% of the market overall.
The last attempt, number 7, actually there is a specific formula to that one. Attempt number 7 is a voicemail and it is –
Hey Lance. I have left you several voicemails and emails. As a matter of professional courtesy, if you could please call me back at ____.
Because they know who you are. You do not have to redo the presentation. That is the only one that is different.
Final tip: I set up two separate email accounts, so I am not the one managing the emails. That is a $10 an hour or $12 an hour activity and you are worth at least $200 an hour. My old search firm email was MGionta@HudsonGRP.com and then I had MikeG@HudsonGRP.com and my admin would monitor that email. I managed and looked in it for the people that had questions. My admin could just do the very, very simple followup.
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