This lets the recipient of the email know that you took the time to ‘get to know them’ before attempting to contact them and that what you are connecting with them about is relevant.
You can’t just choose a reference randomly – not any article or social post will do. You need to be able to tie your personalized reference to the context of the approach you’re about to make.
Mentioning a post by the prospect about bird migration indonesia telegram data won’t help your cause unless you can tie it to the value your product brings (or your product is binoculars.) So generally speaking, it is better to stick to professional references rather than personal ones. A flair of storytelling won’t hurt here.
Mention Their Pain (But don’t twist the knife.)
After you’ve established your familiarity with the prospect, it’s time to talk shop and in our case, the prospect’s shop. Now you need to show that you are aware of the pain they experience in their work. You should phrase this in such a way that the person reading your email will realize you have deep familiarity with their work. If you don’t, how would you be able to help them?
Don’t overdo it. Remember, the prospect is well aware of the pain, they’re experiencing it every day, so no need for superlatives and hyperbolic language. Keep it practical.
The CTA
State that the pain can be resolved and just hint at a possible solution. Suggest a call or send follow-up content to explain what steps they can take. There’s no need to ‘dump’ the entirety of your product in the initial email.