More on asking

A few posts ago I'd written about how important it is for entrepreneurs (probably everyone, but entrepreneurs in particular) to get comfortable asking because in a startup you're going to be in ask-mode much of the time (read more here). Believe me, it gets easier with practice - it may still qualify as one of your least favorite activities, right down there with doing taxes, but you get it over it much quicker.

Recently I ran across this post on the Groundswell blogs (the book's by Josh Bernoff and Charlene Li - more info here) on how to get help from people you don't know. In short, Josh suggests you send an email. He gives a lot more advice, ranging from how to word the subject line to your signature. This is a good 'how-to', informative and with examples. I personally like an email better than a phone call because you give people a chance to think about what you're asking without feeling pressured to respond right away (not to mention that most of the time when you call someone you don't know you end up in the dreaded voicemail zone). For sure you can't ask for help from someone you don't know on Facebook unless it's for a crowd-sourced thing, ditto for LinkedIn. If it is personal involvement you want your options are basically an email, a phone call - or a carefully plotted 'casual' encounter which is clearly entering sitcom territory.

Yes, Josh's suggestion email suggestion is a good one, but if you're an early stage entrepreneur you need to take some more steps. Don't go on and on about your startup - keep it close to the elevator pitch. Do mention common (and well respected) friends/acquaintances if any, preferably in the subject line if you can do a 'referral'. Most importantly don't include links or attachments - unless you want your email to end up slumming in the junk folder. Get a response first and then, when you're past the spam filters, you can send your exec overview or a link to your demo or both. Do ask, do tell, and hope you do get what you want!