An Email Says it All

“Hello, My name is _____. I’m the owner of ________. Insert 3 sentences about business. Attach website and price guide. *Mention nothing about the business you want to refer you.* Followed by, I would love if you referred me. Looking forward to hearing from you. Signed, another business wanting a referral.”

Enticed? Me either.


“Hello! I hope your day is off to a great start. I came across your website a few months back and have been following your work ever since. I love your style because of __________ and feel that we would be a really great fit for our clientele. Let me introduce myself, I am ________ and I own ________. At ________ (list business) we believe in _______ (list values) and work hard to provide _______ (list key services & passions). I would love to take you for tea or coffee and get to know you and see if we would be a good fit for future weddings together. Signed, hopeful referral.”

I want you to sit and think about the tone of each of those emails. How do you feel they differ? Who would you choose to go for coffee with?

First impressions come in all forms, and in this industry a lot of them start via email. Here’s my do’s & don’ts on putting out your best email first impression:


Boost their ego. The best way to start off your email is mentioning something you like or appreciate about the person you’re contacting.


Only talk about yourself. The quickest way for your respondent to feel used is to only hear you talk about yourself. You shouldn’t do that in person so don’t do it via email.


Separate yourself by talking about what makes your business different. Acknowledge your passions and specialities so your respondent can get a feel for if you’re the right fit.


Mass email. You know what sucks about hearing about a new business? Finding out you contacted every other vendor under the sun too. If you appeal to everyone, you appeal to no one.


Have an action at the end of the email.  What is the final purpose of the email?  Legitimize your intentions by asking to meet up and build a relationship with the vendor.


Let them buy your coffee/tea/drink.  I try to follow the rule that if you’re asking for the meeting, you’re the one paying.  Avoid the awkward payment dance at the till by saying “I’d love to take you for coffee” in your email where your payment implication is very clear.  Or send a quick text or call before they’ve arrived asking them what they’d like to order.  You’ll set a strong tone before they’ve even arrived.

There you have it!  Happy Emailing 🙂


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