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Two Sample End-User Emails I’ve Used To Generate Interest

September 11, 2012

Domain investor Elliot Silver recently shared an example email for contacting potential end-users about domain names for sale, so I thought I’d share a couple of my own.

For what it’s worth, I do not consider myself a great salesman and I have never had a tremendous amount of success at cold-contacting, but these are two examples of emails that I’ve used in the recent past, both of which have generated positive results, at least in as far as I received replies expressing interest in the domains which lead to discussions on price (although neither concluded in a sale.)

In both cases my intention was not to sell the buyer on the initial email, but mainly to get a response indicating interest.

* Note – The use of [brackets] below is intended to show where you can substitute your own information and is not intended to imply the use of a mass automated email template.  Each of these emails were specifically targeted to a single recipient.

Email 1

[First Name],

As Project Director for the National Center for [Keyword Keyword], I’m reaching out to ask whether you or anyone in your immediate or extended network would like to own the domain name [KeywordKeyword.net].

Please let me know your thoughts.  If someone you know can use this domain, I’m willing to part with it for whatever we both conclude would be a fair price.  Thanks.

Kind regards,

[my signature]

Deconstruction

As Project Director for the National Center for [Keyword Keyword]” – Here I specifically address the contact by their professional title, and you’ll note that the name of their organization comprises the exact keyword match for the domain I’m offering.

I’m reaching out to ask whether you or anyone in your immediate or extended network” – As head of a ‘National Center’ in this field, I felt the buyer was likely to be a hub for many other prospective buyers, and I meant to convey the notion that were she uninterested for her own organization that she might consider whether the domain could be of benefit to colleagues or other professional contacts in her field.

would like to own the domain name [KeywordKeyword.net]” – Nothing particularly special going on here, other than to point out that I prefer to ask people whether they’d like to ‘own’ something as opposed to whether they’d like to ‘buy’ something.  Some might say this distinction is trivial, but it’s one I pay attention to.   I want the buyer to visualize or focus on taking ownership of the domain, not on spending money.  Which would you feel happier about:  buying a Ferrari, or owning a Ferrari?

Please let me know your thoughts.” – I actually want a response to my email.  Whether its positive, negative, or somewhere in  between, I want to know what the buyer is thinking, therefore I leave it as an open-ended question.  If I simply ask a yes or no question, I’m likely to get a yes or no answer, or no response at all.  In either case it tells me little to nothing.   Here, I’m directly asking for their feedback.  If they’re not interested I’m hoping they’ll give me some indication as to why not.

If someone you know can use this domain” – Again, I’m trying to convey that the domain has value regardless, if not for her personally then at least to someone in her field she may be willing to pass my info along to.  Equally, at this point, by appearances it’s no longer so much about my selling her the domain, than that I’m reaching out to her as an industry leader in hopes of connecting with whomever it is that would benefit from acquiring the domain.  I.e – what would make this a win-win for everyone?  I’m hoping it takes some of the pressure off of me (and her) that I’m not just another pitchy salesman.

I’m willing to part with it for whatever we both conclude would be a fair price” – I chose this particular wording only because the domain was a .Net that I was looking to turn over, and didn’t feel it would hurt me in negotiation, but that it might increase the odds of bringing the buyer to the table.  I wanted them to know I wasn’t looking to gouge their wallet, but that they would also need to meet my expectations of ‘fair value’.  I just wanted to get a dialogue going.  If this were a .Com that I were looking to get top dollar for I would avoid this type of wording, as it could be construed as eagerness to sell or may lower the buyer’s expectations on price.

Conclusion

In terms of engaging interest, this email seems to have done a good job, but I am sure my approach is not perfect.  Feel free to leave your constructive criticism below, as I’m always opening to feedback and willing to learn from others.  Is there anything you would change about this email and why?

Stay tuned for Part II where I’ll post the second email example and deconstruction sometime later in the week.   Thanks for reading.

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