This is leverage:
Financial Advisor for FORTUNE magazine’s No. 2 “Best Company To Work For“
Financial advisor in this day and age = tough sell. Fortune’s no. 2 company to work for = compelling. Kudos to Edward Jones for a well-titled employment ad.
I receive many email approaches each day which often leads to studying each one’s strategy. Here is the opening line from one I received today:
WANT TO GROW YOUR BUSINESS?
Lazy. Insulting. Those are the first two words that come to mind when I read that opening. I suspect the author’s belief is that everyone will agree to the opening question so it will be effective.
It isn’t.
The opening approach needs to warrant the reader’s attention, but don’t do it in an insulting manner. The question has a subtle intimation that the person doesn’t know how to do it…but you do. That is a bad position in which to place yourself on the first approach to a cold prospect.
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