about the client
Nola Mandels, owner of Yoga With Nola, is a yoga instructor based in Portland, Oregon who specializes in connecting students to the philosophical ideas behind yoga in a practical, applicable, and relatable way. In addition to teaching weekly classes, she’s open to brand growth through collaboration opportunities — but sharp entrepreneurs (like Nola) know that prospecting and outreach are a standard part of business operations.
While trying to break into the world of corporate fitness, Nola got in touch with a simple request: Write an outreach email that she could use to connect with corporate organizations in her area.
Keeping It Simple
Email is the staple for most business operations, even today. Organizations might shift inter-office communications to a Slack channel or a Trello board, but at the end of the day, everyone checks their email inbox — and summarily discards or ignores anything they see as spam.
Here’s why a lot of prospecting emails get ignored: They’re not personal and don’t get to the point.
Sending a 1000-word prospecting email is a great way to wind up in the trash bin. The same is true if you’re sending an email that looks like marketing spam from your favorite megabrand. Those have their place, but not when you’re prospecting for customers.
When writing Nola’s email, I took a much simpler and more straightforward approach. I emphasized writing a personalized email and backing up experience with credentials.
After Nola provided me with a few details about her past experience, I consolidated that information into a simple introductory email that Nola could use when approaching her ideal organization.
From Email to Template
A single email wouldn’t do Nola — or any of my clients — any good. Paying for a single email without being able to reuse/recycle the content makes it difficult to contact more than one prospect.
That’s why I always help clients with a template.
Once Nola told me that the original email sounded like something that suited her brand, I stripped out the personalization from the initial draft and created a template that she could use for future outreach.
I highlighted the key points she’d need to cover in order to create an effective email, including a short connection statement and a bit of company research for the organization she wanted to connect with (always necessary to make a lasting impact).
Nola left with a tool that’s critical to any entrepreneurial marketing kit: A form of outreach that’s practical, easy to use, and gets the job done.