How to Write a Cold Investor Email

When I first started, cold investor approach was the scariest thing I ever imagined.

I would sit in front of the laptop biting my fingernails, staring at the email draft for HOURS, not actually reading it but just imagining what the potential investor on the other end was going to think when they read it.

What I didn’t realize:

I was doing it all wrong.

And unfortunately, so many founders are getting their cold investor outreach all wrong too, because they don’t get…

The fastest way to get investors to respond to a cold email: KEEP IT SHORT & SIMPLE.

It’s not for lack of trying, but most founders struggle because they

• Try to pack it all in, and end up with 6 paragraphs
• Agonize over every detail of the email
• Link to a demo + 5 other press articles

…and they have no idea why they don’t hear back from investors.

Cold approach is absolutely inevitable, and if you want to move your business forward you need to get good at it.

So instead of playing the guessing game, do this instead:

Step 1: Personalize it like crazy & mind your tone

A basic-mode “Hey my name is bla bla” isn’t gonna work.

Be the opposite of the spammer - show you’ve done your homework & are reaching out with intention.

Focus on them instead of you.

This is an example of a warm intro, but the same holds true for a cold approach:

Keep it informal & brief, and use the information you got from your research (and any true warm introducer) to personalize your approach.

Step 2: Hit 5 points of traction

We don't wanna see blocks of text - main points ONLY. Example:

• Recent wins, especially large distribution milestones or logos you bagged
• Key metrics & growth milestones
• Fundraising traction

Have social proof links? Maybe put them in your signature.

Don't waste your valuable "traction real estate" on press mentions.

But you're not done yet, it could still go off the rails.

To actually get to the meeting, you've got to...

Step 3: Bait the convo

Lay the bait = Intentionally bury the lead.

Best way I can explain this...

Imagine you’re a car buff at a party & you overhear a woman saying:

Yeah, that's my Ferrari... I just bought it today for $1,000.

...and then she just switches topics to something else.

And you're like, "Umm, hold up - that's CRAZY awesome, and you GOTTA tell me how you got this Ferrari so cheap!

The only way you're finding out how this deal went down: by going over to Ferrari lady and asking how she did it!

...Right?

You need to do this exact same thing in your pitch: hit superstar traction, then bury the lead.

Because the only way the investor finds out how you did this awesome thing:

Getting on the phone with you.

And we like that.

How to figure out what this is for your business:

• When you tell people about it, they say “Holy sh*t! That’s AWESOME!”
• Then they want to know more, you have a 2-minute conversation and they’re like “WOW, that’s incredible!”

That. That should be in your email.

You can even add "[awesome thing] (will explain on Zoom, you'll love it)"

Step 4: CTA, then GET OUT!

This is where most founders go terribly wrong.

It’s incredibly tempting to add a few more bullet points and say,

“Check out all the cool stuff we’ve done!” and link to 13 different press articles…

But it’s too easy to get internet A.D.D.

Before you know it, investor ends up down a rabbit-hole researching something totally different.

Instead, keep them on track.

CTA directly to getting on a call with you.

Summary

Just get them on the phone = Half the battle.

Don't say Thanks on your email. Remember, you’re not asking for money - you’re presenting a deal which could be interesting for them to be a part of.

And as for the No's:

Get comfortable being uncomfortable. Make it a game to hit as many no’s as you can, and I promise you'll hit Yes'es.

The stakes ain't as high as you think - sometimes you just gotta hit Send.