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To: Creative Industry Job Seeker - Subject: Re Generic Email

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Hi,

Thanks for your generic email regarding work. Unfortunately there aren’t any positions available at this time.

If you’re open to suggestions then please see below for a less generic reply. But if you’re not ready to hear it, then please stop reading now.

Unsolicited emails enquiring about work are fine, but that all-important first contact needs to be done properly. I don’t want to sound overly critical, like the creative industry version of evil vicar, but I think a critique of your methodology could help improve your chances of a breakthrough.

The Pitch With No Name

I like my name - although hearing it makes some people feel queasy, it’s the most familiar word I know. When people use it they are acknowledging my identity and grabbing my attention, which is why it’s a common sales technique.

An unsolicited email pitch is a punt, so at least look at the website or call to find out the contact - don’t start with just ‘Hi’ and no name.

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Gimme Some Sugar

Creative industry egos are notoriously fragile and we love flattery. Saying 'I saw your website and love your work’ is a great tactic, but when it's too vague to sound sincere then what we read is: 'I panicked and sent this email out to a number of agencies after some quick research’. How quickly the sugar turns to spam.

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Inappropriate

Generic emails seeking work are surprisingly common (is there a template we don’t know about?!) They are also inappropriate - like going to the office dressed in a mankini on a cold winter’s day. Consider the context: we create things for people. We try to get their attention by understanding them and their motivations. Show us you've thought about who you are communicating with. Everyone’s a winner - you’ll look good and our self esteem will get a boost, meaning we won’t need to go to the office in mankinis to attract attention.

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When people communicate in a more natural way it feels more appropriate. A surge of activity without enough thought or research is a waste. Quality of communication is key in the creative industry. Understand your audience needs and do your homework. Get creative if it feels appropriate and catch our attention.

But above all, don’t be generic. Be human.

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