I Didn’t Want to Like This Wicked Email, But…


Here’s a new one.

One of those appointment-setting firms spammed me yesterday with a twisted pitch that…


…impressed me with its wicked genius.

The subject line was “Tom, referral candidate…” and the email started like this:

“Tom, Do you guys work with smaller businesses? I run agency/consulting partnerships for Floor 9 Ventures, and I am looking for agencies and consultants that can serve these smaller businesses and join our network. When I say ‘smaller businesses,’ these are companies with 50 or fewer employees.”

Hmmm. Interesting. Sounds like they’re looking to refer me to small businesses. I kept reading. The email continued:

“If you can support companies of this size, I can send you business at a steady clip. To be clear, we charge for these appointments. We don’t onboard new partners often, but when the supply of these appointments goes way up, these opportunities arise.”

Ah! The wicked twist. They’re appointment-setters.

At first I was miffed. 😡

I nearly deleted the email.

But then I studied it closely and appreciated it for its audacity and mastery.

I get cold emails from appointment-setting firms all the time. Most are panting, pleading pitches. “We’re really, really great. We’ll book lots and lots of appointments for you. Please, please hire us.” 🥱

These pitches are more desperate than my mutt, Moose, when he’s looking for his chew toy.

“Gimme! Gimme! Gimme! Please! Please! Please!” 🐕

The email from Floor 9 Ventures was different.

Instead of pleading with me to hire them, they presented themselves as the keeper of a great opportunity.

We seek worthy partners, it suggested.

“Do you guys work with smaller businesses?” If yes, “…I can send you business.”

That’s not a plea from a desperate seller. That’s a discerning partner evaluating the reader, judging whether they’re partnership material.

The reader wonders, “Am I worthy?”

Then the twist: “To be clear, we charge for these appointments.”

Zero desperation here. Just a confident, bold statement. If you want some of our precious appointments, you pay for them.

And then the kicker: “We don’t onboard new partners often, but when the supply of these appointments goes way up, these opportunities arise.”

Ohhhhh, that’s good. When someone claims, “This is a unique opportunity,” most of us roll our eyes and move on.

This is a similar claim, but it’s different and better.

It suggests this is a rare, fleeting moment. It suggests they’re discerning and selective, not just about their partners, but also about the appointment opportunities they collect and distribute. It activates the reader’s fear of missing out — without falling into pitchy cliche mode. And most importantly…

It oozes confidence.

Just to be clear, I didn’t bite. I don’t want to hire an appointment setter — no matter how impressive their email.

I share all of the above to remind you…

…Desperation kills the sale. Confidence carries it.

When you show up as a sales person, pleading for the prospect to buy, you lose.

When you show up as a confident partner, offering a valuable and unique opportunity to create mutual benefit, you win.

That is so in every communication with your prospects — including your emails and social posts.

Creating story-powered content is not just about entertaining your readers. It’s about showing up with clarity and confidence, building trust, and positioning yourself as a trusted partner (not a pleading, panting, pitch-meister).

Whenever you’re ready, we can work together to elevate your content. See the p.s. below.

Don't go away yet..

p.s. Coaches, authors, and consultants hire me to power-up their creative content and storytelling to captivate prospects, stand-out and book more business.

Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:

1) Get the Story Power Profit Pack -- 52 Strategies, Tips, and Tactics  to Transform Your Content from Ignored to Adored.

2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”

3) Become a Story Power VIP: Master how to discover, assemble, and deliver business-building stories. Twice-monthly live masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.

4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.

5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.