Steal my exact email scripts

and bag those yesses

My new book How To Get To Know Your Customer was spotted in Waterstones in London this week alongside fellow authors Alison Coward and Sara Nasser Dalrymple. Buy mine here or why not go all in and buy all three here?

If you ask people to speak to you, they might say no. However nicely you ask, however sweet the incentive, they could still say thanks but no thanks.

And, do you know what? THAT’S OK.

Don’t sweat it.

You won’t always get a 100% return on your ask, but crafting a decent email doesn’t half get you closer to a yes.

I’ve fired off my fair share of customer recruitment emails in my time across both B2B (business-to-business ) and B2C (business to consumer) and edited countless others.

Not everyone finds this part easy and we certainly don’t want it to become a blocker to those juicy customer interviews you’re planning this quarter, right?

So steal my emails (don’t forget to personalise for your business and audience).

And next week I’ll share who to send them to (and who not to!).

3 customer recruitment email templates (feel free to steal!)

• Email template for existing businesses offering services to small businesses

Dear Angel,

It’s Katie here from Product Jungle. First of all thanks so much for attending my market research workshop last month.

One of my priorities this year is to review how I deliver my services to solopreneurs like yourself. I really want to make sure I am making the right decision for my community.

I am setting up 30-40 mins conversations with half a dozen people in my community to better understand their current priorities and challenges when it comes to running their business. And I’d love it if you could be one of them.

You can select a time that suits you here [insert a calendar link or just suggest some days that may suit].

Just to be clear this isn’t a sales call, doesn’t require any prep on your part and our conversation remains anonymous to be used for research purposes only.

Really looking forward to hearing from you.

[optional incentive] As a thank-you for taking part, I’m offering a free 30 minute consult on any of your customer questions.

Thanks so much Angel,

Katie

• Early stage business (no clients yet)

Dear Abdul,

David from the Cycling Club recommended you’d be a great person to speak to about a new business idea I am exploring.

I am looking to speak to men over 40 about free time and hobbies and would really appreciate if you could spare 30 minutes to have a conversation about how you currently plan your free time and what activities you do on a regular basis.

As a thank you for taking part, I’m offering a £20 Amazon voucher. Just to be clear this isn’t a sales call and you don’t need to prepare anything.

Let me know if you have time over the next couple of weeks. I am happy to meet in person or we could do it over the phone.

Really looking forward to hearing back from you.

Best

Philip

• B2B businesses:

Dear Judith,

I’m the Product Manager [insert relevant role] for Velarion Capital and was recently speaking with Sophie Moreau, who mentioned you’d be a great person to speak to regarding how your company uses our data feeds.

We’re exploring an investment to improve the service — with the goal of making your user experience smoother and boosting operational efficiencies. Before we move forward, I’d really value your input to help shape our next steps.

Would you be open to a quick 30-40 minute call in the next couple of weeks? You can select a convenient time slot here [insert link to calendar for automatic bookings]. If none of those suit, I’m happy to work around your schedule.

Looking forward to hearing back from you, Judith,

All the best

Katie

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If you use one of these, I’d love to hear how it goes, just hit reply.

That’s your email templates sorted. Next week I’ll walk you through who to send it to (more types of people than you might think) and probably more importantly who NOT to send it to.

For those of you celebrating, I hope you had a lovely long Easter weekend.

All the love,

Katie 🤠

P.S. Bit late to the party but enjoying (I think) Yellowstone on Netflix. It’s more drama, setbacks and knuckles than I’m used to but I’ve always had a soft spot for Kevin Costner since Robin Hood and it’s defo making me want to go horse riding in Montana.

Current read is This Could Be Us by Kennedy Ryan. Was attracted by the autistic themes and will persevere with it but feels predictable and a little cliché in parts if I’m totally honest (or maybe I’m just a book snob). The book has over 6k reviews so she must be doing something right. Let me know what have you watched or read over Easter? Am always looking for great recommendations.