The Anatomy of a Cold Email

How do you find clients? 📈

Understandably, that’s the question that new freelancers ask most often.

Finding clients is one of the biggest challenges, especially when you’re just getting started as a freelancer. So, how do you find people who want to pay you for your services?

Everybody does this differently, but my answer can be summed up with two words: cold emails.☕

🤯 I know this is the answer that nobody wants, especially when cold emails get such a bad rap. I’ve been there too. But cold emails are great.

Let me rephrase that: thoughtful, strategic, and carefully crafted cold emails are a great way to secure and attract high-value clients for your services.

Aside from referrals, they’ve been the biggest source of new clients and projects in my own freelance business.

Let’s talk about that “thoughtful, strategic, and carefully crafted” part. How do you make that happen?👏

I could write a book on what goes into an effective cold email. But, to keep this post somewhat short, let’s touch on a few of the most important elements.

Effective cold emails are…

1. PERSONAL: Think you can copy and paste your message and blanket the world on the same generic note? Nope. You can, but it won’t get you the responses you want. When so many cold emails can appear surface level or even robotic, find something personal to connect on — whether it’s a shared interest, a compliment, or even a pithy remark that makes you seem more human.

Example: “I noticed that you’re in the same LinkedIn graphic design group XYZ. Hello from next door, I am also a member of the group. It’s always loving connecting with a fellow designer.”

2. SPECIFIC: Spinning off of the above point, if you’re going for quantity over quality and trying to crank through cold emails too fast, any compliments you do might be ambiguous — and maybe even seem disingenuous. If you’re going to applaud something (because it never hurts to stroke somebody’s ego), make sure you’re super definitive about it.

Example:
Rather than: “I love what you’re doing with CompanyXYZ’s blog!”

Do this: “I love what you’re publishing on CompanyXYZ’s blog! Your recent post about the XXXXY got my wheels turning and I’ve already incorporated some tips I picked up from the piece.”

3. DIRECT: Too often, people fire off cold emails without ever thinking about their answer to this question: What do you want this person to do after reading your note? Do you expect a response or did you just want to get in front of them? Do you want them to answer a question? Offer a piece of advice? Schedule a call? Keep you in mind about freelance projects? Whatever it is, you need to be explicit about it. After all, you don’t get what you don’t ask for.

Example: “If you’re ever looking for new freelance writers for the CompanyXYZ blog, I’d love to be kept in mind. I’ve included a few samples below for you.”

That’s not an exhaustive list of everything it takes to write a winning cold email, but I think it hits some of the most important pieces.

See how it’s pretty different from randomly spraying out a bunch of half-assed, “Hi hello nice to meet you please hire me” messages?

Thoughtful notes take more time, but I’ve found that they’re worthwhile.

(Oh, and if you want some helpful email scripts for your freelance business — including a template for a cold email — send me an email or subscribe to my newsletter to have access to marketing and business tips and materials that could aid your business)