Haaaaaave you met...? (***UPDATED***)
I posted the original draft below about 7 years ago to make it easier to make introductions for founders etc. (and me;-)) But I'm updating here to clarify the first point about sending a SINGLE / GENERIC email that is NOT tailored to specific people.
Send me a (single) clean / new email thread. Do not reply to our existing email thread that contains our prior conversation. Do not send me a single email or multiple emails tailored to specific people. I’ll handle that. Just start a new email.
There are a few reasons why I do it this way, but the most important reason (as far as it relates to the request for an intro) is because when I reach out with a generic email prefaced by my own rationale, it (correctly) clarifies that the introduction was my idea (and not a random request) that I came up with all by myself. (The alternative of: "Hey David can you introduce me to this person..." can come across as "Hey XX, this person wanted an intro so see below..." Regardless of how I personalize it.) Other reasons: it saves me time, doesn't clog up my inbox, let's me go back to it when I think there us another good one to make (or when I get another request), etc.
And now, here is the original post....
I’ve had this on my todo list since I read my old colleague’s “how to get/make intros” post three years ago. Given his (old) role at Amazon (before he retired) and his mind blowing network, he (still) gets asked for intros more than frequently so he’s become a seasoned pro. He also suggests a few other approaches (here) and I have a different style so I wanted to share this.
But first, why does this matter?
Two reasons. (1) Part of my role at Amazon includes helping startups in any way possible including making introductions to potential investors and partners and different people and groups within Amazon. So I do this a lot and this is the format I’ve learned works most effectively. And (2) I’ve been burned before! More on that later.
Without further ado, here is my process:
Send me a (single) clean / new email thread. Do not reply to our existing email thread that contains our prior conversation. Do not send me a single email or multiple emails tailored to specific people. I’ll handle that. Just start a new email.
The subject should be brief / generic. E.g., “Follow-up re MyCompany chat at ThisAccelerator….” (Unless otherwise noted or appropriate.)
The body of the email should be super duper uber brief. It should (1) identify what the company does and (2) highlight a traction point. E.g., “Hey David – great catching up during office hours at ThisAccelerator. As discussed, MyCompany is [one sentence]. We’ve [one note about traction and / or how badass you guys are]. Look forward to seeing you around ThisAccelerator….”
The one sentence about your company should be just that - one very simple sentence. Not a paragraph about what you do. Nobody will read that. (You should be able to describe your company in one short sentence anyway - no need to puke up everything there is to know about your company - the idea is to get people interested enough to ask you more questions.) Examples here:
“…MyCompany translates online recipes into product SKUs.”
“…MyCompany facilitates programmatic native advertising.”
“…MyCompany lets people print PCBs on demand.”
“…MyCompany lets people spin up cloud desktops for ML.”
The note about traction should be just that (as well) - one very simple sentence (as well). Not a paragraph about all of your awards and blog posts. Nobody will read that. This is what will quickly demonstrate that your company is “real.” Examples here (and related to the above company description examples):
“…We’ve had tens of thousand of users convert recipes to SKUs given our partnership with Food & Wine.”
“…We’ve delivered millions of impressions for top brands like Gap and Coca Cola.”
“…We’ve accelerated our PCB production and we’re now delivering over a dozen boards per week.”
“…We’ve raised $10M from NEA and others.”
I will use your email to forward to the appropriate contact and tailor as necessary. If the person is interested in connecting, I will add you back to the thread with a short note. Please make sure to get back to that person within 24hrs and BCC me unless I’ve specifically requested to remain on the thread.
Voila. If and when you do connect, please follow-up with me to let me know if anything developed.
So, now some history on how I learned the hard way to do this….
Five years ago I asked a well-connected friend for an introduction to a prominent venture capitalist. He was happy to oblige, but insisted I follow an intro format that he himself described as “baroque.” His (literally) twelve step program is below. (And, fwiw, this is another approach you or others may use, just isn’t what I do….)
Baroque Intro Process:
If you haven’t already done so, make sure to customize your LinkedIn URL.
Research the hell out of whomever you are looking to speak with, as this makes the conversation much better.
Send me an email in the following format on SUNDAY evening for each of the people that we discussed.
Subj Line: “Intro to <name>”; Body: “Dear [friend], Thank you for the offer to introduce me to <name>. Historically, I have done XXXXXX. Here is my background: <link to your LinkedIn profile> I would like have a short (<30m) informational talk with <name> about YYYYY as it relates to <whatever you are trying to do>. Regards, <your name>”
I send it on MONDAY morning, Eastern time, as that has generated the best open rates, historically.
I put you on bcc:. DO NOT CONTACT THE PERSON. The bcc: is so that you know that the note went out.
When/if I hear from the other party, I will introduce you two in a new thread.
Put me on bcc: on the FIRST REPLY only. This lets me know that you have responded.
Don’t delay, respond that day.
Let me know after the meeting happened that the meeting was worthwhile or not.
Send a "thank you” note to the person you spoke with.
Voila.
I, in turn, obliged. I, in turn, also thought he was nuts.
Fast forward a couple of years and I was on the receiving end of an intro request to a (different) prominent venture capitalist. Prior to making the introduction we jumped on the phone and I explained to this entrepreneur that under no circumstances should he try and pitch him, that he hears pitches all day and night and will just tune out, that he should just share what he’s working on and ask for advice, that he should share common experiences, etc. I made the intro by email, the entrepreneur replied (all) with a grandiose and lengthy pitch about changing the world, and I got an email from the venture capitalist later that day saying, “I’m telling you this because you’re my friend. Please don’t ever do that again.”
I reached back out to the friend w the self described baroque intro approach and told him that I understood why he does what he does. “You got burned, eh? ;-)”