Every day I get about 50 emails from people who try to get me to partner with them, use their services or hire them. I’ve been in business for 10 years and I’ve probably replied to maybe 1% of these emails. Last week, when one of my employees asked me how she could approach potential joint venture partners for a project she’s working on, I started thinking about the thousands of people who tried to approach me with offers and the 1% of them whom I actually took the time to reply to.

I realized that there were three things that the top 1% did that the other 99% didn’t.

Customize Your Message
Only 1% of the people who approach others with offers actually takes the time to know the people they’re writing to. They copy and paste the same email to hundreds of people. This is called spam and doesn’t work. Sure, if you send a million emails, someone will reply, but I can guarantee that the busiest folks won’t waste their time and those are the ones you want to work with.

In my case, if someone takes two minutes to read one of my blog posts and says something smart about it, he’ll be 90% in. Too bad most spammers prefer not to waste their valuable time on getting to know the rest of us a little better.

Give Something
The 99% group sent me emails asking me for something; the 1% group offered to give me something. Sure enough, after they offered to give me something, I ended up giving them a lot more in return. I just love working with people who think about how they could help me before thinking how I can help them.

Be Different
Five years ago I got a FedEx package with a letter that started like this: “I’m writing this letter to tell you why you DON’T want to work with me”. Wow, that really caught my attention. The reasons in the letter were along the lines of “I don’t follow some directions very well. If you ask me to stop working, I won’t be able to. It’s in me to keep working until my clients are happy. If this is a problem, PLEASE don’t hire me.” It was funny and different. It worked.

Author: Zeke Camusio

Zeke Camusio is a serial entrepreneur, marketing speaker, author of The Internet Marketing Bible and CEO of The Outsourcing Company, an Internet marketing agency based out of Portland, Oregon.

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9 Responses

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   Kristen Sonsma 
   

   Great post Zeke! I think it also describes those in businesses who are looking to make a quick dollar at the expense of others.

   Some other amazing advertising/marketing ideas that are different similar to your Fex-Ex story can be found in Outrageous Advertising by Bill Glazer. For my company, B. Square Clothing, emails are easier, but that is not the way I want my clients to build a relationship with me. I think others should think about how what they are sending out, reflects back on them.

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   Duke Snyder 
   

   Social Media points of etiquette can never be overstated or over-emphasized. The necessity of being familiar with your audience, be it 1 or 1,000 may be the most important of all.

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   Jeremy 
   

   Liked this one, thanks Zeke

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   Zeke Camusio 
   

   I’m glad you liked it, Jeremy. I hope you’re doing great.

   Zeke

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   Zeke Camusio 
   

   I just ordered Outrageous Advertising from Amazon. I’m really excited to read it! Thank you for the recommendation, Kristen.

   Zeke

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   Zadling 
   

   Hahaha, that last part is great. Somewhat cheesy, “please don’t ask me to stop working,” but it sure is an attention grabber.

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   Zeke Camusio 
   

   Right, it’s all about being different!

   Zeke

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   Valerie 
   

   Zeke,
   I agree 100% with you. I NEVER send out spam mail. It doesn’t work. I’d rather write personal emails to quality individuals 20 and follow up from there any day.

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   Greg Borchardt 
   

   Terrific article Zeke. I really like the way you write – it is unique. Your writing style is very concise, but also very authoritative, relevant, accurate, and easy to understand (very important). Thanks for posting that one!