There’s no excuse for writing cold, impersonal emails. It’s just lazy!

Investors get tons of emails, so we need to take the time and effort to personalize ours in a way that stands out. That’s where our research in the previous lesson will help us tremendously.

We want every email to include at least 1 of these 3 elements:

• Personal Introductions. Anyone that can “vouch for us” is 100x better than a cold email, although obviously those connects are hard to come by.
• Common Ground. What relevant or mutual experiences can we cite that will show the investor we have some common ground to connect on?
• Notable Activity. Most investors are using social media and by way of that their investment announcements and personal opinions are freely shared. How can we connect on something meaningful that they’ve recently shared?

If for some reason, we can’t find any of these 3 elements to incorporate in our intro – that’s OK. We always want to start with our best foot forward, but if that doesn’t work, we don’t want to avoid sending the email either.