Cut the Fluff, Get to the Point

My inbox is a testament to the digital age's relentless pursuit of attention. Weekly, I receive a barrage of emails, most of which are meticulously crafted to lure me into scheduling a phone call. While I appreciate the effort and an occasional offer of swag, I have a simple request for those vying for my time and attention: cut the fluff and get to the point.

The Problem with Traditional Sales Emails

The typical sales email I receive usually starts with a flattering introduction, a vague reference to some project I might be working on, and then a solicitation for a phone call. These emails often boast about revolutionizing architecture, transforming design processes, or saving time and money. However, after reading through paragraphs of marketing jargon, I'm left with little understanding of what is actually being offered.

Ironically, I'm actually very interested in learning about emerging relevant tech. I hunt for that info all the time by reading tons of articles and listening to relevant podcasts.

There's a way we can help each other.

Let me help you help me.

What Software Architects Really Want

Here’s a tip for sales professionals aiming to capture the attention of architects like myself: provide concise, direct, and clear information about your product or service. Instead of crafting emails designed to elicit a phone call, focus on delivering value right from the start.

1. Be Specific

Tell me exactly what your product does. If you have a new software that helps with SOC2 compliance, say so upfront, be specific about how. If you offer a reusable component of some sort, make a critical comparison vs competition I might be aware of.

2. Show Relevance

Explain how your product or service is relevant to my work. Do you have a case study involving a project similar to mine? Include a brief summary or better yet a link to more detailed information. Relevance is key to grabbing my attention.

3. Provide Technical Details

Architects love details. Include technical specifications, performance metrics, and other pertinent data. A clear understanding of the technical aspects helps us assess the product's suitability for our projects.

4. Avoid Excessive Flattery

While it's nice to hear that my latest project was featured in an industry magazine, I’d much rather hear about how your product can solve a problem I’m currently facing.

5. Pricing Information

Time to be blunt. More often than not your product is going to play a (probably small) part in a vast mosaic of other products utilized by our company. Whenever there's an opening we almost always consider a number of competitive alternatives. Clear predictable pricing model is a massive leg up. You're welcome.

Unpredictable, uncertain pricing model makes your product risky to recommend internally. Beancounters matter in corporate world.

6. Make it Trivial to Sample

Last but definitely not least, find a way to let me sample your product. Make a docker image with it or a docker-compose suite. Link to a demo app online. Reference a client who uses it (a fair chance I might know them). Include a link to documentation, white paper, source code.

Bonus Point

Make sure your name is clearly spelled out at the end of the message and it matches your "From" name.

When I get a well crafted message I will make an effort to remember you. Yes, you. It's a small world. People move between companies. Next time I see your name in my inbox I'll pay extra attention (hence importance of "From").

The Benefits of a Direct Approach

When I receive an email that respects my time and provides valuable information, I'll remember and save it even if the product or service doesn't meet my immediate needs. I'll probably think of your product (or you!) should a need arise down the road. I might mention it to a colleague when she or he shares about their needs.

Probably works not just for software architects. Something to think about.. ??