The worst way to introduce clients to your value? Easy: sending unsolicited canvas messages to potential clients, along with files or links.
You know, the:
I hope this message finds you well. Understanding the challenges in niche B2B markets, I wanted to introduce you to [Company/Service], designed to streamline your [vague description] and deliver actionable insights.
I’ve attached a concise presentation detailing our methodology and success stories. Please review it at your convenience. Feel free to reach out if you have any questions…
Here’s why it doesn’t work.
1. It’s usually product-centric and tries to communicate broad applicability, which is not reassuring. It’s either too aggressive by asking for a meeting, or too passive, expressing hope the client will care. Worse, it tries to persuade through the presentation of capabilities, not external validation that the client has a prayer of seeing as relevant.
2. No one asked for it, so in 99,98% of cases it’s as welcome as cold vomit. Expertise is best applied to high-stakes work, and risk-averse clients are likely to associate unsolicited value with desperation or incompetence, even if offered in a friendly way.
Never do this.
I get the appeal of “playing the numbers game”, It’s been suggested to me and I tried it a few times, and failed. In the business of expertise, value vomit is at best a waste of time.