July ‘20

When I got involved in the world of tech, I was taught explicitly by many of the entrepreneurs and mentors I met that cold introductions were not the done thing. This was great - it suited my personality just fine. I hated demanding the attention of strangers, and I felt really uncomfortable about the idea of putting someone on the spot.

At best, cold emails seemed pushy. At worst, just crass. Warm introductions were the golden ticket - the goal was to play a game of join the dots with the people you know, in order to figure out the best route to chat to someone. That way the person would know you were bona fide.

Then, about a year ago, I was desperate for a connection to a speaker who was perfect for a programme we run. Despite being an important figure in a sector we're quite entrenched in, no one seemed to have the connect. I had run out of options, so I just went on LinkedIn and sent them a painstakingly crafted 240 character introduction detailing what we were doing, what I was hoping of her, and a link to the programme. And then, I waited.

A few days passed when I genuinely felt like I had burned the bridge to this person - not just for me, but for every other person I knew (my brain occasionally has a flair for the dramatic).

And then I got the reply - a really kind and supportive message saying she was interested in what we're doing and would love to be involved. It was great - we set up a call, and have been working together ever since.

I had caught the bug - suddenly, the world didn't seem so big. People I admired on Twitter were only a DM away. I had a direct line to the tech glitterati. So I started writing to other people about other programmes we run.

I don't have exact data, but I would have to guess that:

• 70% of people responded with a yes to an initial call
• 20% never replied (and broke my heart)
• 10% gave me a very polite no

It was such a revelation. These people weren't dismissive or aloof. They were just people, and friendly ones to boot. I've met some really amazing people via cold emails. But if you've never done it before, I understand the anxiety it produces. Here's a few tips that I think have worked for me, that hopefully make it seem less daunting.

It’s ok to take your time with the initial message. Personalise it, and worry over it. Your first shot is your best shot.

Don't ramble. LinkedIn and Twitter are great for this as they limit your characters. Don't skip pleasantries, but get to the point.

Include a link. Give them something to click and follow up, partly for more information, but also to build your credibility. Make it clear what you want them to do next.

Do your research. Understand what the person's professional interests are, and where your offer might fit in.

Be respectful and honest. Clearly outline the benefits of connecting, but don't expect them to believe your aims are purely altruistic.

So, if contacting a stranger is outside your comfort zone, I’d strongly suggest giving it a shot. There's infinite upside, and negligible downside. Whether it's a potential mentor, sales prospect, or just someone cool you want to talk to, you'd be surprised at how responsive they might be. You can practice on me if you want - [email protected].