Lenny Rachitsky: belief

Transcript context

…Yeah, well, it's also, it's interesting because it's also predicated on their buying process as well. So if they're really used to buying, if they're very mature in their buying process, they actually might guide you to what the steps are. But most startups are turning non-consumers into consumers. So that's why this kind of fits well. Got it. So there's this intra call step. So kind starting about where it begins. I think where a lot of people struggle most is getting anyone to even pay attention. You don't want to talk to them. A billion SaaS tools emailing me constantly about their product. So maybe we start there of just like how do you get someone to even want to talk to you and be open to learning about what you're doing? Yeah. And this is why that founder led sales piece is so important. One is when it's coming from the founder, it's an entirely different weight. You're like, oh, interesting. This founder is reaching out to me. Okay, I'm going to seek to go a layer deeper, knowing who is sending me this note. The second piece is this is why that novel insight, that technical insight, that business model insight that you've uncovered needs to lead here. People are inspired by a new way of thinking, usually something counterintuitive, something that's really different. I really try and stay away from better, because that's really hard to define, and better means something different to everyone. So if you can focus the messaging in a way that speaks to something that has a bit of shock value, or is counterintuitive, you'll get them to continue reading. So first and foremost, I usually like to open it with, which is why is this relevant for me in my role? Why are you reaching out to me? So first and foremost is relevancy. I think that matters even more so than personalization right now. I think it's so easy to personalize anything, and it can also come across as really stressed when you're like, hey, I noticed you were on such and such podcast, and that was when they were previously two roles behind. So I always say relevancy. If you can get to relevancy, that's the most important piece. The second most important piece is really getting to that level of differentiation or counterintuitive nature. So say something that would literally make them say what? Or that makes no sense. Maybe not that makes no sense, but what or how could that be? Or I've never thought about it that way. Or I actually don't fully understand what they're saying, but there's something there that's interesting. Get them to pause for a minute. And the most important piece is getting this done where, if they get it on their mobile phone, which everyone is looking at their mobile phone and on email, they don't have to scroll. So usually three to four sentences max. That also, that's how a founder writes. That's how an executive writes if you're selling top down. But most importantly, leave them wanting more. Don't say everything, don't even talk about the solution. Talk about the problem that you want to solve, and why it needs to be solved or why it's not good enough today. So those are the four main components. Just to reiterate, relevancy, bring some level of counterintuitive or really different approach to the conversation, focusing in on a problem that's predicated to them, and really concise.…

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