2 Ingredients to Write Emails that Don’t Suck: “Proximity and a Reason”

Renee was talking about selling before the Internet. No Facebook ads, no funnels, no Zoom. She told me that she taught her teams that if they wanted to set up a meeting with a potential client, they needed “proximity and a reason to reach out.” So they needed to be in a place where their potential client would be, and they needed a reason to strike up a conversation. It made me think of The Age of Innocence by Edith Wharton, which I was reading at the time. The book was written about 100 years ago and it’s set in 1890. So like, waaaay before the internet. A few of the male characters are members of a club. A literal “old boys’ club.” It dawned on me: these clubs existed not just to make their fancy members feel even fancier, but so that …

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