Clever Counsel #8 - The Three C’s
I follow a simple framework for cold outreach.
I can't remember who first suggested this framework to me, but I certainly didn't invent it. Many consultants, agency leaders and small business owners have put this into practice (to great effect).
It's called The Three C's.
Compliment
Case Study
Call to Action
When I send a cold email to a prospect - which, as I've already discussed, is a huge part of my new business strategy - I keep it extremely succinct. I structure it this way:
First line: Compliment them on some aspect of their content, business or positioning. Example: "Jason, Your last LinkedIn post on building community in communications resonated with me deeply - I always look forward to your content!"
Second line: Briefly mention a relevant case study of how you helped a leader / business similar to them. Example: "I'm a communications consultant who works with healthcare comms teams like yours; recently I helped Pfizer's IC team improve their employee email open rates by 50%."
Third line: Give them a clear, compelling call to action. Example: "I have some actionable insights from that work that might benefit your team - if you'd like to hear them briefly, you can grab time with me right here."
Now let's put it all together:
Subject: Loved your last post!
Jason, Your last LinkedIn post on building community in communications resonated with me deeply - I always look forward to your content!
I'm a communications consultant who works with healthcare comms teams like yours; recently I helped Pfizer's content team improve their employee email open rates by 50%.
I have some actionable insights from that work that might benefit your team - if you'd like to hear them briefly, you can grab time with me right here.
Remember, the purpose of that first email message is not to regurgitate your whole professional bio, prove your depth of experience, or list all your potential services. Your SOLE focus is to get an initial call booked. That's it.
Keep it simple, concise and impactful. Give them just enough to entice them to take the next step. Nothing more.
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