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如何發(fā)成功的郵件？
冷郵件：在這個(gè)互聯(lián)網(wǎng)社交年代，學(xué)會(huì)發(fā)COLD EMAIL是個(gè)事業(yè)、愛(ài)情、生活成功的必備技能。 COLD EMAIL(冷郵件)的意思就是，你拿到了一個(gè)剛剛在線上或者線下認(rèn)識(shí)的人的郵箱，然后要發(fā)郵件給Ta，以此來(lái)認(rèn)識(shí)Ta、請(qǐng)教Ta、或是請(qǐng)求Ta的幫助
CEOs are thirsty for insight from the front lines. And yet those of us on those front lines – whether we are customers or employees – are often hesitant to reach out to senior leaders who are only an email away.
第一手信息是每一個(gè)CEO所渴望的東西。然而不管是員工還是客戶，把握著第一手信息的我們卻總是猶豫，連給高層人物發(fā)冷郵件都不敢嘗試。
I saw this the other day in a friend who works for Salesforce. My friend is a mid-level manager, and he’s very observant and bright. He has a ton of insight and perspective about Salesforce and Marc Benioff, the founder and CEO of Salesforce, would be better off knowing. And, while I don’t know Benioff, I’ll bet with confidence that he craves this information, because he could use it to make better decisions. That’s what I found by working with Bill George – the former CEO of Medtronic and now a professor at Harvard Business School – on True North. In interview after interview, we found that CEOs wanted a better picture of what their employees and customers wanted. CEOs repeatedly told us how unexpectedly isolating they found the job. But when I asked my friend whether he would email Benioff, he demurred, not wanting to ruffle any feathers in the hierarchy.
我有一個(gè)在Salesforce工作的朋友就是如此。他是個(gè)公司中層，人很睿智，而且有敏銳的觀察力。對(duì)于Salesforce和其創(chuàng)始人及CEO馬克·貝尼奧夫，他有太多的洞悉以及遠(yuǎn)見(jiàn)卓識(shí)。雖說(shuō)我并不了解貝尼奧夫，但我打賭他一定是渴望這類(lèi)可貴資源的，因?yàn)檫@能使他在做決定時(shí)有更完善的考慮。之所以這么說(shuō)，是因?yàn)槲以谕葼枴讨喂彩聲r(shí)有所相關(guān)發(fā)現(xiàn)(比爾·喬治，美敦力公司CEO，現(xiàn)任哈佛商學(xué)院教授，著有True North一書(shū)并開(kāi)設(shè)相關(guān)課程)。通過(guò)一次又一次的采訪，每一個(gè)CEO都希望從雇員和顧客眼中了解他們真正的需求。他們反復(fù)提到，CEO這個(gè)職業(yè)帶給他們的受孤立感是意想不到的。當(dāng)我問(wèn)及朋友是否會(huì)給CEO發(fā)郵件提建議時(shí)，他拒絕了，因?yàn)樗幌肴侨魏瓮律鷼狻?/p>
I don’t understand my friend’s reluctance. The whole way I accidentally became an author in the first place was by sending a cold email to Bill after he spoke with our business school, and briefly shook his hand afterward. I also cold emailed G.E.’s dynamo Chief Marketing Officer and senior vice president Beth Comstock after my last book, Little Bets, came out, and she got right back to me with a mailing address to send it to. Eventually, she invited me to sit on a small Innovation Advisory board for G.E. Beth is a force of nature, and has become a friend.And although I’ve never spoken with Jeff Bezos, I have emailed him twice — it’s a poorly kept secret in publishing that if you are an author and have a real problem with Amazon, that’s the “nuclear option.” In my experience, your problem will soon be addressed.
其實(shí)我真的無(wú)法理解朋友的這種行為。因?yàn)槲矣絮r活的例子，就因?yàn)槲以诒葼枴讨瓮覀兩虒W(xué)院對(duì)話后給他發(fā)了封冷郵件，我就奇妙地成了采訪人，同他見(jiàn)面并簡(jiǎn)短的握手了。同上，在我的新書(shū)《小小的一賭》出版后，我又電郵了通用電氣公司的首席營(yíng)銷(xiāo)官，兼高級(jí)副總裁的康貝斯，然后他便立馬回復(fù)了一個(gè)郵箱地址讓我抄送郵件。結(jié)果是，她邀我加入了通用公司的一個(gè)小型創(chuàng)新顧問(wèn)委員會(huì)，自然而然地，我們也成了朋友。杰夫·貝索斯雖然是我從來(lái)沒(méi)有對(duì)話過(guò)的人物，但我也給他發(fā)過(guò)兩回郵件——在出版業(yè)有個(gè)潛規(guī)則就是，如果你是一個(gè)作家，又跟亞馬遜有瓜葛，這是一個(gè)玉石俱焚的做法。不過(guò)以我的經(jīng)驗(yàn)看來(lái)，這么做你的問(wèn)題就會(huì)很快解決。
I may be an outlier, but I’m not alone. Blair Taylor is now chief community officer at Starbucks after a cold email the former head of the Los Angeles Urban League sent to CEO Howard Schultz. It led to a phone conversation and ultimately, a job offer.Best-selling author and Wharton Professor Adam Grant frequently responds to cold emails, so long as they are relevant and written in a spirit of giving, not taking — the topic of his research.
我可能是個(gè)局外人，但和我一樣試著給上司發(fā)郵件的大有人在。在洛杉磯聯(lián)盟的前任高層給星巴克的首席執(zhí)行官舒爾茨·霍華德發(fā)了個(gè)郵件后，布萊爾·泰勒就接到了一次電話訪談，而后就順利拿到了一份工作，成為了星巴克的行政高官。作為暢銷(xiāo)書(shū)作家以及沃頓商學(xué)院教授的亞當(dāng)·格蘭特，他也是常常回復(fù)這一類(lèi)電子郵件，盡管他調(diào)查的重點(diǎn)就是與寫(xiě)作相關(guān)的非索取建議性信息。
And Craig Good, a Pixar employee for decades who started at the company as a security guard and left as a legendary employee and member of the technical team, recalls what happened when he sent Steve Jobs an unsolicited email. When Good was working at Lucasfilm Ltd., Pixar’s predecessor, he was in an in-house security and janitorial team, which he thought worked much better than external guard services (where he had also had previous experiences). So as Pixar was building their new headquarters in Emeryville, “I emailed Steve laying out my case that security should be in-house, as in ‘us,’ not contracted as in ‘them’. I Cc’d Tom Carlisle, who was in charge of the project. Steve’s reply was simply, ‘I agree 100%.’ A week or so later I saw Tom in the lunch room and asked what happens next. He said, ‘My experience is that when Steve gives an answer like that no further discussion is necessary.’ Pixar Safety & Security became an in-house operation before the company moved to Emeryville.”
再來(lái)說(shuō)克雷格·古德，他為皮克斯工作了數(shù)十年，從一個(gè)保安做到了皮克斯的傳奇員工，也成為了技術(shù)隊(duì)伍的一員，他永遠(yuǎn)忘不了那次自己主動(dòng)給喬布斯發(fā)郵件的經(jīng)歷。當(dāng)時(shí)他在所在的盧卡斯影視公司，也就是皮克斯的前身，做室內(nèi)安保與管理工作，因?yàn)樗麖氖逻^(guò)外部安保的工作，并認(rèn)為前者遠(yuǎn)遠(yuǎn)優(yōu)于后者。所以當(dāng)皮克斯在埃默里維爾建新的總部時(shí)，“我給喬布斯發(fā)了郵件，說(shuō)明了我認(rèn)為安保在內(nèi)不應(yīng)在外的觀點(diǎn)，并同時(shí)復(fù)制發(fā)給了當(dāng)時(shí)的項(xiàng)目負(fù)責(zé)人湯姆·卡萊爾。喬布斯的回答很簡(jiǎn)單，‘我百分百贊成’。大概一周后，我在午餐室遇到了湯姆，并問(wèn)他下一步會(huì)怎么辦。他說(shuō)‘據(jù)我的經(jīng)驗(yàn)，史蒂夫定下的事情都是不刊之論�！庇谑窃谄た怂拱岬桨Ｄ锞S爾前，其安保部門(mén)就移至室內(nèi)了。
Of course, not every cold email is so wildly successful. I’ve emailed Mark Zuckerberg, Larry Page, and yes, Marc Benioff, and didn’t hear back. I guessed at their email addresses, so maybe I got them wrong. Or maybe they just had nothing to say in reply. Oh well. No skin off my back. It was worth the try.I learned about the benefits (and associated failures) of cold emailing when I worked as an Associate for Summit Partners, the venture capital firm. Each day we typically cold called or cold emailed dozens of CEOs, since Summit got access to growth equity deals by contacting people directly. I learned a few rules of thumb that I still use today:
當(dāng)然，不是什么冷郵件都能這么成功的。我給馬克·扎克伯格，拉里·佩奇，當(dāng)然，還有馬克·貝內(nèi)奧夫，都發(fā)過(guò)郵件，但都是石沉大海。我想可能我是把他們的郵箱地址弄錯(cuò)了吧，也可能就是他們不知道如何回復(fù)。那又怎樣，我又沒(méi)掉二兩肉，這總是一件值得嘗試的事情啊。我從風(fēng)險(xiǎn)資本公司高峰會(huì)伙伴的任職經(jīng)歷得出發(fā)冷郵件的好處及弊端，每一天我們都在給各個(gè)CEO打冷電話，發(fā)冷郵件，因?yàn)楣竟降臎Q策都來(lái)自基層員工和CEO們的直接溝通。我著實(shí)學(xué)到了一些東西，并用到了現(xiàn)在：
Expect a 50-90% failure rate the first time you cold-email someone – i.e., no response. If you don’t get a reply, don’t worry – it’s hardly as bad as calling someone cold and having them hang up on you.
第一次發(fā)冷郵件就做好50%-90%失敗的準(zhǔn)備吧——比如，沒(méi)有回復(fù)。如果你受到冷遇，不要擔(dān)心，這和電話冷遇，直接掛斷比起來(lái)真還是極好的。
It’s not hard to guess or find an email address. Email addresses are usually firstname.lastname@company.com or, if it’s an entrepreneur, firstname@company.com. You can always call the main phone number and say you’re trying to email something to the CEO, and they will usually give the address.
猜出或是尋找電郵地址不是什么難事。地址往往是firstname.lastname@company.com，如果是公司郵箱，就可能是firstname@company.com.。你也可以撥叫主機(jī)并說(shuō)你想給首席執(zhí)行官發(fā)郵件，他們一般都會(huì)給你郵箱地址。
You are politely persistent if you email once every two days, but probably should give up after 3 or 4 tries if there’s been no reply.
你要有足夠的耐心，可以試著兩天發(fā)一回郵件，不過(guò)若是如法炮制三四次仍無(wú)回應(yīng)，那就放棄吧。
For busy execs, the weekends are by far the best time to try to get a note to them since they typically have more time to read something on a computer screen, rather than a device. And a surprising number of executives do read all their email – especially the personal notes.
對(duì)于忙碌的高管們來(lái)說(shuō)，周末可能是他們閱讀郵件的最好時(shí)機(jī)，因?yàn)樗麄兘K于有了更多在電腦屏幕上閱讀的時(shí)間，而不是在電子設(shè)備上。閱讀電郵的高管人數(shù)是驚人的，他們會(huì)全部讀完，特別是私人信件。
Keep your message short and to the point. Brevity increases the chances it will actually get read – and relevance increases the chances of a reply.
保證郵件的簡(jiǎn)潔和聚焦重點(diǎn)。簡(jiǎn)潔的郵件更有可能被閱讀——而高相關(guān)度則會(huì)提高被回復(fù)的可能。
Does this sound awkward or icky to you? Ask yourself why. You have a great deal of insight and wisdom that the senior leaders of the world would really like to know. A concise email to the right person can open up new possibilities for learning and growth – for both of you.
這聽(tīng)起來(lái)是不是很尷尬或是令人生厭?問(wèn)自己為什么會(huì)這么想。若你有一個(gè)強(qiáng)大的洞察力和智慧，世界上的高級(jí)領(lǐng)導(dǎo)人就真的很想知道你的想法。一封寫(xiě)給對(duì)的高管的對(duì)的郵件，會(huì)解鎖新的成長(zhǎng)與學(xué)習(xí)的機(jī)會(huì)，不論對(duì)你還是對(duì)于那個(gè)公司。
Too many people are afraid to write. Do it some time and see what happens. Just ask: What’s the worst thing that can happen? And: What’s the best thing?
有太多的人不敢下筆，所以要多寫(xiě)幾次，看看會(huì)怎樣。問(wèn)問(wèn)自己：寫(xiě)這郵件頂多能鬧哪樣呢?然后問(wèn)：會(huì)不會(huì)因此有好事降臨?
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