How to Write Emails That Work

5 tips to get a response and avoid getting lost in the blackhole of their inbox

Putting together a film project often requires the forming of new relationships. This means at some point you will probably have to reach out to complete strangers, and try to convince them to work with you and/or give you money.

These strangers are also likely getting messages from people like you every day, and can be very discerning about what they respond to or even read.

How you communicate can make all the difference.

I’ve been reading a lot of books about Old Hollywood and the “New Hollywood” of 50 years ago, and there are many stories that begin or end with someone “just picking up the phone” and making a deal. We’ve all probably seen an old photo of a studio executive at work, phone pressed against their face, looking all captain-of-industry-like.

How times have changed!

I’m not saying no one calls anyone anymore, but cold calling someone can feel like an enormous imposition - basically declaring that whatever this person might be doing at the moment is less important than whatever reason you are calling. Although everyone has their phone with them 24/7, it can be nearly impossible to get someone to answer it, especially if it’s not someone you’re close with. The shift to working from home / hybrid working also means landlines have become even more of a thing of the past, with fewer offices even having someone on staff to, you know, answer the phones.

In case this needs to be said - do NOT cold-call someone in the industry to pitch your project!

So let’s talk about email.

Generally speaking, when you write an email to someone the goal is to get them to respond - answering a question, scheduling a meeting (or a call! Scheduled calls are still a thing!) However, we are all so inundated with email now that many of them go unanswered or unread.

Here are my 5 tips for writing emails to better your chances of getting a response:

1. Be Brief.

   If you’re writing to someone you don’t have a strong relationship with, this is especially important. I write my emails like this -

• Paragraph 1 - who am I and why am I specifically writing to you (flattery can work well, especially if it’s sincere)

• Paragraph 2 - brief details and the essential interesting / attractive information about the project or idea I’m pitching

• Paragraph 3 - the call to action

Here’s an example:

Hello Person I’d like to work with,

I’m an LA-based filmmaker who just had a film premiere at SXSW, and I’ve long wanted to work with you. Your films, especially [_____________] have been so inspirational and expansive for me as a filmmaker.

I have a project that I think you might be very interested in. It’s a psychological horror film with a script by ______________, and we have __________________ interested in starring.

I’d love to send materials to see if it’s something you respond to it - does that work for you?

Thanks!

Bay

If I’m writing to someone with whom I don’t have a prior relationship with and/or is possibly a few rungs higher on the ladder than me professionally, I first send it to myself to make sure the whole message, including the signature, fits on a phone screen without any scrolling.

See how it all fits on one screen without scrolling?

If the message is too long and you have to scroll, make it shorter.

Brevity will usually get your email read much more quickly. Also, spaces between the paragraphs and possibly even bolding anything that may be attractive (writer name, actor name, etc) will make it easier to visually read and digest quickly.  If an email is too long, someone might think “I’ll get to this later when I have more time” and then it is banished into the blackhole and disappears forever and we feel sad we never received a response.

2. Be specific.
   As you can see above, the message was tailored to that specific person. Anything that feels like a shotgun approach will likely get treated like spam. I’ve had people send me emails where my name was spelled wrong, or it just said “Dear Producer.”

Please don’t do that.

Also, do your research. It’s not hard to find out what people have done and even what they’re looking to do next. Don’t go pitching your mob thriller to the guy from the dog grooming reality show, unless he keeps mentioning on the show that he wants to do a mob thriller (and if so, mention that’s why you’re reaching out!) If you demonstrate that you know who they are and what they’re looking for and you have found that thing for them, that brings value (see below).

3. Be direct. A message like the one above clearly states the reason for writing. “I have a project that I think you will like, may I send it to you?” Most people won’t read unsolicited material, so don’t just send scripts or pitch decks. Always ask permission.  Also, it doesn’t say something vague, such as “I’d like to talk with you about some projects I’m developing” or “I’d like to pick your brain.”  Don’t make them have to work to get information from you, give them the important, pertinent info right up front. Don’t waste their time.

If you do just want to get advice on the business, or have a more general conversation, then that’s ok, but again, be direct and specific.

“I’m prepping my first feature and I remember reading about the journey you had on your first feature and all of the things you had to learn the hard way. If you have the time, I’d love any advice or pep talk you’d be willing to give to someone just starting their career.”

Or

“I really like what your company does and I’d love to connect and talk about what you’re looking to do in the future and see if I can find those projects for you.” (again, bringing value)

4. Bring value.
   You’re not just asking for something, you’re offering something - in my example, a killer script written by a brilliant writer with some known talent attached. You’re just asking them to join a party that’s already in progress and quickly giving them the details to make it more likely they will respond or at least take it seriously.

5. Be gracious.
   By being brief, specific and direct, you’ve already demonstrated that you respect their time. By bringing value, you’ve demonstrated that you’re trying to build a relationship that is mutually beneficial. If you do get a response and they politely decline - “this doesn’t sound like a project I’m interested in, but good luck” - thank them for their time and don’t immediately pitch them five more things. You’ve potentially cracked open a door you can knock on again in the future. If you just pitch five more things right away it looks like you’re just throwing spaghetti at the wall (because you probably are).

It’s very OK to follow up if you don’t get a response, but I would wait at least 3 or 4 weeks, and I would make it even shorter.

Hi __________,

I’d like to follow up on the email I sent you a couple of weeks ago.

I really do think this project something you would absolutely love if you gave it a look.

Let me know if you’d like me to send.

If they don’t respond after two messages, I would probably give it several months before one final attempt.

There are no guarantees anyone will read or respond to your emails, but if you consider the advice above, I think your chances will improve.

Anyone have other ideas they want to throw into the mix? Please leave your comments below.

Thanks for reading, and please share this with anyone you think might find it useful!

Bay