In This Episode You’ll Learn:
- How Jon turned a drunk cold email into a lucrative business
- Why humor can make your business more competitive
- Sharing your ideas won’t ruin your success
Risk Precedes Reward
When Jon started his consultancy business he had no problem closing a deal, but he didn’t know how to open leads. His stream of revenue began to run dry and he worried about how he would pay his employees.
He had to land a client fast.
Jon says his desperation led him to one of his best—and most unorthodox—business moves yet: He got drunk and sent a cold email packed with humor. And it worked.
Jon says when writing the email, he asked himself: “What is everyone else sending?” He sent the opposite: overt, comical honesty.
“If you start with something refreshingly honest, everything else you say has more credibility.”
Jon says just because you landed a new client with a joke doesn’t mean that the relationship has to be all laughs. Think of that email as a foot in the door for a more serious relationship.
Using humor in a cold email can be a good qualifying process that lets you know which companies you do—or don’t—want to work with.
Companies reveal themselves in their response.
If they respond positively to your email, you already have the benefit of a friendly relationship with a new client. If the email isn’t received well, then you can decide if you want to work with someone who doesn’t share your sense of humor.
Jon admits that when he first started sharing his cold email templates, he was worried that they would work so well that he wouldn’t have any recurring customers. He also worried his approach would become downright ineffective.
Years later, it’s still working.
Be bold, appeal to prospective clients’ humanity, and don’t be afraid to share your road to success with others.