Think about what will appear in the two-line message preview the recipient sees while scrolling through their inbox: Will it capture their attention? 2. In a short-attention span world, it’s best to get right to the point immediately and do your explaining later. Now that the ask is clear and her interest is piqued, she's more likely to read Mark's further details, where he can include backstory on the event and more impressive stats to make his case even stronger. She also now knows the date and location of the event and that it has fairly impressive attendance numbers. I’m writing to extend an invitation for you to speak at our event on March 5th, 2016.Ĭatherine may not know what the hell the Firestarters conference is, but she does know something important: What this email is about (a speaking invitation). I run the popular Firestarters conference, which draws over 5,000 entrepreneurs to the Staples Center in LA each year.
If you put a lot of rigmarole before your ask, an impatient reader might never get to it.įor example, let’s say you’re reaching out to the CEO of a startup you admire to invite her to speak at a conference. The goal is to get the reader’s attention and have them understand the action that’s being requested immediately. Without being abrupt or pushy, it’s important to put your ask at the top of your email-within the first sentence or two if possible. Think about what will appear in the two-line message preview the recipient will see as she scrolls through her inbox: Will it capture her attention?
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