If you want to create a genuine bond with potential customers, personalizing outreach content is the way to go. If done properly, you could see a major boost in your response rates. But there is a fine line between authentic personalization and a message that feels awkward or contrived.
Finding that fine line is what a lot of people find difficult. Many just fill in a template with a name and company and make use of generic content inside. Predictably, this tactic usually fails, because readers can usually tell when the script is pasted. And it inevitably results in zero or low response rates.
But worry not! In this article, we’ll take you through five easy approaches to personalize your outreach content in a way that actually speaks to people in a relatable way.
1. Research Before You Reach Out
Solid research is the base for a good outreach message. A little bit of research into who you are reaching out to can turn a generic pitch into a relevant conversation starter.
We are not saying to compose a detailed biography of clients, but a couple of specifics show you have done your homework.
Research Background and Motivation
Start with the basics. Refer to their
LinkedIn profile to find out where they currently work. See their career path and note any recent achievements they have posted about. For example, observe:
- Is there anything new happening in their lives?
- Did they just accomplish an achievement?
- What did they do for a big project?
These are great resources to point to.
In addition to professional achievements, try to find any personal interests they may have shared publicly. It might be that they wrote something in a blog you admired, made an appearance on a podcast, or are passionate about a cause.
Use Small but Real Details
Of course, your aim isn’t to record everything you know about them. Instead, choose one or at most two small, specific details that tie to your message.
For instance, let’s say you’re offering web design services. You could talk about a feature of their current website that grabbed your attention. That shows you’re not sending a spammy mass email to every business in their industry.
This part of your message should be short. Often, a short sentence is more effective than a long paragraph about your research.
In short, just let them know that you’re giving them something valuable, not just an ordinary offer.
2. Reference a Shared Context
When your message shows a shared connection or experience, it immediately feels less like a cold email and more like
a natural introduction. This common ground gives you a valid reason for being in their inbox.
Mention Mutual Connections/Interests
Do you have a mutual connection on LinkedIn?
Did you belong to the same professional group or go to the same conference?
Bringing this up provides an immediate, casual connection. You might, for instance, remark,
“I noticed we’re both friends with that person. I’ve always been impressed by their work in the tech world.”
Shared interests can also be a powerful connector. If you see on their social media that you share:
- An industry thought leader
- Have the same passion for a hobby
A passing comment here can make your message seem less cold. But don’t go overboard; the point should be authentic, not to come across as a stalker.
3. Tailor Your Value Proposition
One of the most frequent mistakes people make when reaching out to a prospective customer is focusing the message on themselves. If you’re throwing out a generic pitch about features of your product, it falls on deaf ears. If you want to catch someone’s attention, you need to relate your proposition to their needs and problems.
Tell Them How You Solve Their Problem
Your research should give you some insight into their potential pain points - or those of their company. Use this information to create content in a way that can
solve a person’s problem in some way.
As an example:
Don’t say, “Our software helps companies increase efficiency.”
Try to say something like: “We noticed your team is expanding rapidly. Our project management tool is designed to help teams looking to expand. It helps in avoiding communication bottlenecks.”
This shows that you’ve thought about their specific situation and are offering a relevant solution. It shifts the focus from what you’re selling to how you can help them achieve their goals. They don’t care about your sales levels, but they absolutely do care about fixing their own problems.
Make the Message About Them
Read through your draft and count how many times you use “I” or “we” compared to “you” or “your.” The perfect outreach email will heavily favor the recipient. So frame your message in terms of their benefits.
4. Write in a Conversational Tone
The language you choose is everything when it comes to how your message is heard. Rigid, over-formal, or salesy language can put an instant barrier between you. Write like the way you talk to build a real connection with your readership.
Drop the Robotic Language
At all costs, avoid corporate jargon and buzzwords! They kill your message, making it sterile and boring. Instead, opt for straightforward, plain language with no chaser.
Attempt to write as if you were speaking in person to them, in a professional yet informal environment. This means being professional but allowing your personality to show through. To make things easier, there are lot of tools out there, and if you
use Humanizer Pro it will help you fine-tune your copy to be more human-sounding and conversational.
Balance Professionalism with Warmth
Being conversational doesn’t mean that you should open with “Hey!” Instead, make use of small touches like:
- Refer to a customer by first name
- Ask a thoughtful question
- Wish a great week
Doing this can personally connect you to the recipient in a big way. It should be the sound of a helpful person, not of a pushy salesperson.
5. Add a Personal Touch Without Being Pushy
A tiny bit of authenticity can add some gravitas to your message without overloading people. Combine that with a simple, low-pressure
call to action so the reader knows exactly how to act.
Little compliments and observations mean a lot. You might remark on a new product they released, an article they wrote, or even a podcast they launched. This shows you’ve paid attention.
Just be sure that the detail relates to the reason you’re reaching out.
Finish with a Call to Action
Keep your task simple. Instead of asking for an hour-long meeting right off the bat, offer something lighter. For example, a brief phone call, a quick response to a question, or a resource you can provide.
Wrapping Up
Personalizing outreach isn’t about filling in names or filling in templates. It’s about showing real interest, offering value, and keeping everything natural. By using the five ways we’ve discussed here, you can make your messages feel authentic and improve your chances of getting a positive response … and attracting more customers.
Which is why you did it in the first place…
