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Introductions and the “Forward Intro Email”*

Making introductions is something I do a lot, and I pride myself on delivering value to both sides of the equation.

If you ask me for an introduction, I’ll introduce you to literally anyone I know if I believe it’s likely to be in their interest. I’m a fan of the opt-in intro**, where I ask the receiver if they’re willing before I introduce you.

If you ask me to introduce you to someone, I’ll likely respond with… “Please write me an email I can forward to them.”

You’d be shocked how often I get back something unusable or, put differently, something unlikely to achieve your goal of connecting with the receiver of the intro.

I want to help you. So, to save us both time, here’s what I mean when I ask for a forward intro email.

First, why do I ask for this, specifically?

Compared to, say, “please send me a blurb about your company,” or “draft me an email I can send” or some other way to get things going?

It lets you do the things you’re best at — describing who you are, what your organization does, why you want to talk to the receiver, speaking in your own voice, etc. And I do only the things I’m best at — knowing the receiver, and sharing my opinion of you. It also optimizes for me spending as little time as possible, so I can make your introduction as quickly as possible.

When you send me this kind of forward intro email, I’ll literally hit “forward” and write something like “Hey Tony, I just met this founder and thought she was onto something — take a look at the below, do you want to talk?”

When the receiver replies, usually with a “sounds great,” I’ll just add you to the chain and it’s done // vs. // having to then write yet another email introducing you both.

A good forward intro email…

  1. Says why you want to be introduced
     
  2. Includes its own context — Enough about you or your startup so that the receiver understands what’s being asked. If it’s missing context (like what your startup does), then I’m spending time adding that (and possibly mangling it). Always helpful if it includes what’s special about your startup, increases the likelihood the person will want to meet you. Attach a file if you think it makes sense (a deck, or a longer summary, or a screenshot, whatever).
     
  3. Uses only as many words as you need — the receiver is going to glance at the email, and decide whether to talk to you. A recap of other things we talked about when we met distracts.
     
  4. Sounds like you — I really have zero preference about whether you’re formal or loose, so emoticon away.***
     
  5. Starts a fresh chain, with a fitting subject line, for each introduction — if you write a forward intro email as a reply to a long string between us (including, for example, us talking about whether it makes sense for you to speak to the receiver) that costs me time. I’m editing all that out, re-titling the email, etc. — delaying your intro. Subject lines like “Forward intro email for Karin” also cost me time to fix.

Here’s an example for one I just got that works well (I only have one suggestion, see after you read the email)…

————— Forwarded message —————

On Sun, Jul 27, 2014 at 1:55 PM, Baldwin Cunningham <baldwin@partnered.com> wrote:

Subject: Intro // Baldwin, CEO of Partnered and Becky Wang

Travis,

You mentioned Becky Wang during our meeting and I think she would be a great connection for Partnered. I’d love to chat with her regarding education and access to emerging technology companies, as we would like to learn more about their process.

Here’s a bit more about Partnered:

Partnered makes innovation easier than ever for brands and agencies.

  • We produce premium custom videos that helps your team understand startup trends and introduce specific startups in your particular areas of interest
  • For companies ready to reach out and connect with startups, our network offers the simplest, fastest way to meet the startups you’re interested in and discover new companies that meet your needs

We’re already working with brands and agencies like: Nike, AllSaints, American Airlines, Nestle, MRY, Edelman, McCann just to name a few. I’d love to connect with Becky soon to learn more about how we can help her and her team.

Best,
Baldwin

Baldwin Cunningham | Co-Founder & CEO | 860.995.3202 | partnered.com | @partnered

Please avoid confusing a forward intro email with similar-sounding things I believe are worse:

  • “Please draft an email I can send.” This is inevitably time-consuming and difficult for you to do well, because you have to guess at my voice, and at the nature of my relationship with the receiver. I’ll inevitably have to spend time editing it, which delays your intro.
    .
  • “Please send me a blurb I can use.” This is a mini-version of the same issue, if it’s being sent in my voice I inevitably tweak it. And, if your blurb is complete enough, it might as well just be a forward intro email.
    .
  • Reminder emails. I do sometimes ask for this, a quick one-liner to remind me I promised to make an introduction. I ask for this when I know you and the other person so well that I need no additional ammo and it’s just as fast for me to write the full thing myself.
    .
  • Lists of introductions I need to make. Sometimes, I’ll talk to someone and agree to introduce them to more than one receiver. If I get an email from you that says “Hey great talking, thanks for being willing to introduce me to X, Y, Z” that creates a lot of work for me. Same with “Can you introduce me to some customers?” New chain for each introduction, edit out each person’s name from the other ones (especially if I am introducing you to two people who are competitors!), etc.

So now, when I ask for a forward intro email, you know what I mean. A lot of hoopla for a simple intro? I want us all to shave complexity off the process of knowing each other. And when you make introductions 5-10 times a day, you could be making thousands of intros per year. It adds up, and it’s important to get right. People are the currency of the realm.

* Thank you to Roy Bahat for sharing this with me. I’ve personally spent less time doing intros, while also optimizing responses and the ability to provide greater context saves both sides valuable time.

** Fred Wilson popularized the double opt-in intro where both sides agree to take the introduction. In principle, I agree with him 100%. In practice, it’s rare that I proactively decide to introduce two people without already being in conversation with one of them — so one side has almost always already opted in.

*** I am, repeatedly, surprised by the different work cultures on the East and West Coasts, and in technology vs. other industries; it even extends to introductions. California intros, and intros in technology everywhere, tend to be shorter, less formal. New York intros, or intros in other industries (or non-profits) tend to be more professional.