文案与商业写作2021flowrite.com
如何给投资人写冷邮件
How to write cold emails to investors
导读
这篇是 Flowrite 的实操指南，讲给投资人写冷邮件时该怎么开头、怎么结构化、怎么收尾，属于典型的"高门槛说服型邮件"写作。对写作者的价值在于：它示范了如何在极短篇幅内建立可信度、预判读者疑问，并把"我想请你帮忙"改写成"这件事值得你关注"。
可以直接用的写作要点
- 01
开头一句就说清你做什么、做到了什么程度，不要铺垫、不要卖关子，让读者在十秒内判断是否相关。
- 02
主动预判读者的下一个问题（数据、demo、融资进度），在正文里直接给出答案和附件，减少一次往返。
- 03
把"我在追你"的语气换成"这件事正在发生"的陈述语气——冷邮件里最贵的是底气和具体事实，不是形容词。
- 04
模板化痕迹（字体不一致、批量发送工具、抄来的个性化句）会立刻毁掉可信度，宁可少发、逐封改。
- 05
HN 评论精选
冷邮件是下策：先做出增长，让投资人反过来找你。
一位连续创业者（公司累计融资超 1.5 亿美元）的经验是：不要追，要被追。理由有三：一，写冷邮件本身就把主动权交给对方，看起来像走投无路，而投资人投的是"怕错过"或"别人已投"的项目，不是躺在收件箱里的项目；二，把写邮件的时间拿去打磨产品、做出增长；三，想办法让投资人主动来邮件找你。
siruva07查看英文原文
How not to write cold emails to investors -- lessons from a serial founder whose companies have raised $150MM+. TL;DR Don't chase. Be chased. 1. Don't write cold emails to investors. You automatically give the investor the upper hand by chasing them. It's counter intuitive, but it comes off as desperate. VCs write checks into companies that they have a fear of missing out, or that other VCs are backing, not those that end up in their inbox (e.g. Sacca & Pinterest: https://twitter.com/sacca/status/620344394189647872?lang=en) 2. Take the time that you would have spent emailing investors and build product. Get traction. 3. Get investors to email you.
冷邮件要直说做什么、提前回答下一个问题，并避免一切模板化的痕迹。
我经常收到冷推销邮件。几点建议：一，别故弄玄虚，很多人根本不说自己在做什么；二，替对方猜下一个问题并提前回答——通常下一句是"能看看你的 deck 吗"，那就直接附上 deck，同时说明当前增长、已融资金额、demo 链接和截图；三，如果是复制粘贴的模板，务必确认字体等格式没有串；四，别用群发工具或带点击追踪的东西，群发我一眼看得出；五，别用那种人人都用的投资人数据库，我收到的邮件里大约三分之一写着"因为您投资了 X、Y、Z"，而这三家永远是同一个时点排在我 Crunchbase 页面最上面的那三家冷门公司。
joshu查看英文原文
i get a lot of cold pitches. 1. don’t play coy. lots of people don’t actually say what they are doing. 2. guess the next questions and reply to them. “can i see your deck?” often comes next, so attach the deck. explain your current state of traction. funds raised so far. link to demo. screenshots. 3. if you cut and paste, make sure you aren’t changing fonts etc. 4. don’t use bulk emailer or anything that adds clicktracking. if you are mass emailing, i can tell. 5. don’t use whatever investor database that everyone else does. about 1/3rd of the stuff i guess lists “because of your investments in X, Y and Z...” where x,y,z are always the same three obscure companies that happened to be at the top of my crunchbase profile at one point.
与其苦练冷邮件，不如先获得一个能让对方主动看你的资历背书。
我认同"不要追、要被追"，但"做出增长"这条可以再具体一点：更实际的版本是——先进 YC。区别在哪？看 Instacart 和 Airbnb：它们申请 YC 时都没有实质增长，靠的是商业模式和创始人本身说服了对方。进去之后你仍要执行，但至少不用再写冷邮件了。
aerosmile查看英文原文
I like the "don't chase, be chased" recommendation below. But when it comes to how to achieve that, the "get traction" recommendation could have been expanded on just a bit more. So let me try to offer a very similar but slightly modified recommendation: get into YC. How is "get traction" different from "get into YC"? Instacart and Airbnb will give you a clue. Neither had material traction when they applied to YC, and what worked for them is that their business models and founders made up for that. Once you're in, you still have to execute, but you won't be writing any cold emails to investors anymore.
aerosmile查看英文原文
I like the "don't chase, be chased" recommendation below. But when it comes to how to achieve that, the "get traction" recommendation could have been expanded on just a bit more. So let me try to offer a very similar but slightly modified recommendation: get into YC. How is "get traction" different from "get into YC"? Instacart and Airbnb will give you a clue. Neither had material traction when they applied to YC, and what worked for them is that their business models and founders made up for that. Once you're in, you still have to execute, but you won't be writing any cold emails to investors anymore.
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