You only need one hook to be convincing and compelling

1. My emails to
Acme Outplacement

2. Email 1
I know how much ACME CONSULTING
does for people in their careers and
through transitions. In the early 90’s I was
a HR manager at a P&G plant and
selected ACME to work with my
organization. I’m a big believer in
equipping people with tools to turn their
potential into personal professional and
business success.
I’m a career and communications coach,
and I help people with something to say,
but struggle to say it. My workshops help
people introduce, network and promote
themselves with more confidence and
success.
I focus on practical tools to get fast,
visible results.
I know
about Acme
I used Acme
Hi Mr. CEO
I’m a fan…

3. Email 1
I know how much ACME CONSULTING
does for people in their careers and
through transitions. In the early 90’s I was
a HR manager at a P&G plant and
selected ACME to work with my
organization. I’m a big believer in
equipping people with tools to turn their
potential into personal professional and
business success.
I’m a career and communications coach,
and I help people with something to say,
but struggle to say it. My workshops help
people introduce, network and promote
themselves with more confidence and
success.
I focus on practical tools to get fast,
visible results.
This is what I
believe…
My personal
brand is …
See!
Similar values…

4. Email 1
I know how much ACME CONSULTING
does for people in their careers and
through transitions. In the early 90’s I was
a HR manager at a P&G plant and
selected ACME to work with my
organization. I’m a big believer in
equipping people with tools to turn their
potential into personal professional and
business success.
I’m a career and communications coach,
and I help people with something to say,
but struggle to say it. My workshops help
people introduce, network and promote
themselves with more confidence and
success.
I focus on practical tools to get fast,
visible results.
Don’t worry.
Your clients will
love my workshop
My workshop
does…
I have fast,
prac=cal tools

5. And I heard
nothing….

6. Then I sent
email #2

7. And I got a
response in
2 hours

8. Why?

9. I found out the
company had
Lost
a major client

10. The CEO was more
worried about
Revenue

11. Than if his clients
liked my workshop

12. Email #2

13. Email 2
I’d like to show you how
my workshop can grow
your client base or
expand opportunities for
re-engagement.

14. Ohhh
Now I get it

15. Links
You only need one hook
when YOUR solution
to THEIR biggest need
Evoke Strategy Group, LLC 11/26/14 Do not reproduce without permission

16. 20 words
The right
Will make more impact than
20 bullet points or 200 slides
Evoke Strategy Group, LLC 11/26/14 Do not reproduce without permission

17. More is NOT better