If you’re looking for advice on how to write pitch emails, there is no shortage of people out there with opinions.  Pros will give you a style and a template to follow.  Recipients and editors will make suggestions for how to tweak your copy.  Today, I want to frame this differently.  There isn’t one right way to craft a pitch email, because personality has everything to do with it!  Let’s talk about the personality behind your pitch emails – and how that impacts what type of people respond.

The simple fact is that as humans we are not all wired the same way.  An email that speaks perfectly to one person may not speak to another person.  You can’t please everyone at the same time!

An email that speaks perfectly to one person may not speak to another person. #emailmarketing #personality #psychology #sales #business #smallbusiness #biztips Click To Tweet

In sales terms, there are four different personality types or “social styles.”  Each personality type needs to hear something different from you to be compelled by a sales pitch.  Each type responds best to a different approach.  So, to be successful, the details you drop need to be framed differently for each personality type.

If you are seeking advice from someone on your pitch email – or perhaps someone is giving you unsolicited advice – remember that this person possesses one of these social styles.  They are giving you recommendations based on what people of their type would prefer to see.  They may even have evidence that their recommendations work, but consider what type of people they are working on.  All of this is great information for you as you look at the big picture.  It isn’t the big picture all by itself.

Each personality type needs to hear something different from you to be compelled by a sales pitch. #personality #psychology #sales #biztips #business #smallbusiness Click To Tweet

Your goal is to decide what techniques, language, and formatting you should use to attract your ideal audience.

When it comes to social styles in selling, there are four to be aware of (click on each of the social styles for more of a description): The Analytical, the Driver, the Amiable, and the Expressive.

The Analytical needs facts and figures.  They have a process for decision making, and they need time to go through it.  They need information from you without any pressure or rushing.  They’ll decipher the details on their own and come back to you with questions or interest.

The Driver needs to win.  They are competitive and want to put themselves in a better position than their competitors.  They make quick decisions and don’t want to miss opportunities that could put them ahead.

The Amiable is conflict-averse and looking for assurance.  They are loyal and dependable, but also dependent on others’ input.  They will be looking for friendly validation, and they may even be looking for it from the person selling to them.

The Expressive is emotion-driven and impulsive.  Layering in sensory and emotional messages will have a higher impact on them.  They’ll think more about the big picture than about the details.

Although there is more to say about each of these social styles, I am hoping you can already see how these vary.  Can you imagine how each of these types of people might need to hear something different in order to feel compelled by your message?  There can’t be exactly one right way to write pitch emails, because what one group needs you to tell them is sometimes the polar opposite of what another group needs!

Think about people you know in your life up against this framework.  You may be able to think of examples of people who are 100% one of these social styles.  A pure driver, for example.  It seems obvious what to say to them to get their attention.  Yet, most of us are probably hybrids with a social style that is more dominant.  Although the dominant style may be the bulk of what we are looking for, we might need a bit of language to trigger the non-dominant style, as well.

If you haven’t guessed it, I’ll let you know that I’m dominantly analytical.  I’m the type of person who needs a lot of information, and I need time on my own to organize it.  If I feel really out of my element, a little amiable may creep in, and I may be looking for a salesperson’s advice, but then I am going to go back to making my own decision.

I’ve had people over the years tell me to shorten a pitch.  To strip out all the content and just try to get people on the phone.  I’m sure they were giving advice on exactly what they needed to hear.  Maybe they were drivers.  But I also know how I would react if I received a pitch like that.  I would feel like I was being manipulated because of the lack of content.  Both interpretations are right, because this is all about perception.

If I pitch the way I would want to be pitched as an analytical, I will probably attract analyticals.  If I want to attract drivers, I should pitch that way.

The question for you is: Who do you want to attract?  Who will blend well with you?  Who will be most compatible as your customers or clients? If you want to reach everyone, perhaps you craft variables of your messages to try to hook in each group.

The question for you is: Who do you want to attract? #sales #marketing #biztips #business #smallbusines #smallbiz #smb Click To Tweet

So when you go to draft your next pitch email, I encourage you to keep all this in mind.  It’s great to look for advice and to listen to feedback.  But before you do, bear this framework in mind so you can decide if the feedback fits within the goals you are trying to achieve.

Want to make an even stronger pitch email? Read here to learn about 5 strong words that position you with power!