You Have 2.7 Seconds to Grab Someone's Attention, No Pressure

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Forget gone in 60 seconds, when it comes to a cold email you have a teeny tiny fraction of that time to grab someone’s attention. Think of the amount of time it took you to read the title to this article—about three to five seconds. Most likely you knew within those first precious moments whether you were going to click through, or peace (rude). 

Now imagine that you are a high-level executive who is bombarded by thousands of emails a day. The amount of time you have to read through unsolicited emails is limited. Lucky for you, according to a study conducted by Staples, high-level executives read an average of 575 words per minute (take their test here, it's fun, and let us know in the comments how you did), which means you might have a slightly longer shot at impressing them. But it's still a flash. Let's call it three seconds. 

So what do you do? Here are six steps to ensure that your recipient reads all the way to the bottom. 

1. DON'T CLICKBAIT YOUR EMAIL BUT...

The subject line is an underused resource. It should be succinct and informative. Unless you're trying to get a job at Buzzfeed, “17 Reasons I Will Make Your Company Successful,” is not the way to go. Also avoid "cute" or "quirky" or telling someone you have a quick question—no such thing. The best subject lines don't try too hard, but rather let your reader know exactly what they are opting into. Name-dropping is not horrible, but make sure you have a relationship with the person you reference. 

Every subject line should be different and tailored to whom you're addressing. There is no one-size-fits-all approach, and you don't want to have a subject line that mirrors or matches ten other emails their inbox gets that morning. If you can tailor the subject line to a project the recipient is working on, that's even better. For example, if I'm writing an editor or fellow writer I might say: Brainstorming How I Can Speed Up Your Editing Process. 

That's an email I would open. 100%. (Someone please send me that email.) 

2. DEAR SIR OR MADAM...DELETED

Same goes for To Whom It May Concern. Sorry, but if you don't have the right name, find it. The internet is a trove of info and sometimes you have to take a deep dive into its caves to get the right intel, but much like the truth, it's out there. If countless people are sending generic emails, be the one who sticks out by figuring out the right person to send it to. Everyone (seriously, everyone) appreciates being addressed by name, and this shows that you went the extra mile to figure it out. And by all means, TRIPLE CHECK that you spell the damn thing correctly. We've all made that error and it's a surefire way to get ignored.  

3. HI, MY NAME IS...DELETE!  

Skimming is a practice that we all use. What you need to use are standout words that grab the reader's attention as they are hopping quickly over what you've written. "Hi, my name is," is a waste of a second. Your name is in your signature, if they like what you have to say, they'll find it. Instead opt for action sentences, like: "In the next two sentences, I will break down how I can grow your social media presence over 6 months." 

4. GIVE CONCRETE EXAMPLES... OK, LISTENING

No matter how many times this info gets repeated, people still refuse to do it. An email that has no useful information is a waste of everyone's time, including yours. If you've managed to hook the recipient with a great subject line, calling them by name, and a first sentence that slays, follow it up with info they can take to the bank. 

5. TO ATTACH OR NOT TO ATTACH 

If you're sending an email to a potential employer, and there are no instructions as to whether they prefer resumes in the body of the email or as an attachment, do both. Some people hate opening attachments, others want the option to download and print it out. So, convert the file to a PDF (it should always be a PDF), insert it below your signature and also as an attachment. 

6. TAKE THE STEPS TO CUT OUT UNNECESSARY CORRESPONDENCE  

In a way, this might feel like putting the cart before the horse, but it's a wild rat race out there. When someone writes me an email hoping to write for me, it never ceases to impress me when they say, "I've attached a piece I believe your readers will find interesting." That cuts my time in half. I don't have to write back and say, "Can you send me samples?" Even if the piece isn't the right fit, or we've covered it already, I have the sample I need to move forward.  

You wouldn't call someone to say, "I'm calling to schedule a time to talk." You call to talk. Apply the same premise to an email. The takeaway should never be that you want to tell them what you can offer: show them. 

This story was originally published on February 16, 2016, and has since been updated.

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Why "Just" Is the Most Unfair Word (Hear Us Out)

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Let me just say: if I had asked you what the most offensive four-letter word is—with “u” as a second letter—you might think of others that top the list. (Hint: it’s not “busy” and doesn’t start with “f.”)

Status update: the word “just” should be banished from your vocab. Too many of us use this seemingly harmless word in emails, in conversations, and even in our minds.

To be clear, there are still two instances where “just” is justified:

1. Just do it.

2. Just desserts (as in, “I am only eating desserts”).

You might feel that using “just” all the time is NBD, but once you realize how it undermines you when speaking and when rationalizing with yourself, you will cut it out—stat.

Here are the three scenarios where we tend to use “just”—and we’re not doing ourselves any justice at all.

IN EMAIL

“Hi! I’m just following up on my email from last week….”

“Hi! I’m just emailing to confirm our meeting next week.”

Now consider how much more assertive you would sound if you deleted “just” altogether and it went more like this:

“Hi! I’m following up on my email from last week….”

“Hi! I’m emailing you to confirm our meeting next week.”

Stronger, right?

The truth is, when we add the word “just” it’s usually innocent and serves as filler to make an email flow better.

But when we take a closer look, it sounds apologetic. It reads like this: “I don’t mean to bother you, I’m really just contacting you again to [follow-up/confirm/check-in].

Tara Mohr, a career and personal growth coach who teaches women worldwide how to step into their power, covers this in her book, “Playing Big: Practical Wisdom for Women Who Want to Speak Up, Create, and Lead.” According to Mohr, women are “playing small,” so she shares the tools she’s used to help women take big steps forward in their lives and careers.

Mohr dedicates a chapter to “Communicating With Power,” and the words women tend to use that undermine them. These words are “the little things we do in our speech and writing that diminish our impact.” After all, Mohr reminds us that “our words are our opportunity—and using ‘just’ is a 'shrinker’ because it lessens the power of what we have to say.”

Because we want to be apologetic for asserting ourselves, we lean on words like “just” to ensure we don’t sound aggressive or harsh. This is no way to lean in, ladies.

So next time you’re drafting an email, strike out the word “just.” It will make you sound confident, strong and assertive. Just. Like. That.   

“Using ‘just’ is a ‘shrinker’ because it lessens the power of what we have to say.”

IN MEETINGS & CONVERSATIONS WITH COWORKERS/CLIENTS

"I just want to explain…”

“I just think…”

“I just want to make sure I understand your point of view here..."

Why are we asking for permission to validate our understanding of others’ P.O.V.? Or worse, asking for permission to explain our own stance?

The “I just want” and “I just think” needs to stop right here, right now. To be fair, these are likely harder to control, because speaking with confidence and assertion can be more challenging in person. Email and social media allow for the kind of anonymity that make it easier to speak your mind since you’re not face-to-face—whereas you might feel more insecure or feel the need to please in a meeting or client call.

So here is your mental reminder to kick “just” to the curb. If you’re worried about coming off as too harsh, Mohr recommends remaining kind and diplomatic with your tone of voice, choice of words and body language.

You can slay those meetings without using “just”!

TO OURSELVES

(*Says to self)

"I will let the client get away with it, just this once."

"I will say yes, just this time..."

"I will just get over this crazy period, and will then get myself more organized."

Whatever kind of boss you are, the excuses need to stop. In this scenario, “just” is the word that’s hindering your progress.

By allowing yourself to take on a project for less than your usual rate, accepting to be treated disrespectfully, or not pushing back on requests, you are setting yourself up for failure.

Show your clients that you have limits and that it’s not okay for them to [insert shady verb here] you over.

When you’re “just-ing” all over yourself, it becomes an excuse to put things off -- like taking control of your life and saying no.

The “just” is a Band-Aid solution. It makes you feel good in the moment and makes you feel like you’ve got this. Because it’s just one all-nighter. It’s just one week of putting off the gym to make it through this crazy period. It’s just one week of being tied to your laptop and not talking to family or friends. And it’s just a month of asking yourself, “How did I accept to take on this project—for this deadline—for zero pay?”

But in reality, it’s all a distraction—and it’s preventing you from moving forward.

JUST THE FACTS

For a small word, “just” can cause some real damage—to your reputation and your reality. Banish this word from your repertoire altogether and be fair to yourself.

About the Author: Karin Eldor is a coffee-addicted copywriter, with a long-time love for all things pop culture, fashion and tech. Ever since she got her first issues of YM (remember that one?) and Seventeen in the mail, she was hooked on the world of editorial content. After earning her Communications degree, she spent 6 years honing her craft as a senior editor for AskMen.com. More recently, Karin enjoyed ‘gramming and strategizing as social media manager at ALDO. Today, she is chief content writer at 818 Agency and a social media consultant. 

This post was originally published on August 16, 2016, and has since been updated.

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