1
Context
Tell them exactly how you found them. "I was one of the students in the lecture you presented at Michigan State" or "I saw your post about [topic] on LinkedIn." This eliminates the "who is this person?" barrier immediately.
2
Relatability
Show you have a baseline connection. "I've been working on SEO for a startup myself" or "I'm currently studying performance media and your career path really resonates." This proves you're not mass-blasting messages.
3
Specific Ask
Be clear about what you want to learn. "I'd love to ask you about how you transitioned from agency to in-house" or "I'm curious about how you approach [specific topic]." Vague messages get ignored. Specific ones get responses.
4
Easy Logistics
Remove all friction. "Do you have 15 minutes this week or next for a quick Zoom call? I'm flexible on timing." Offer specific time frames and keep the commitment small.
❌ NOT THIS
"Hi! I'd love to connect and pick your brain about marketing. Let me know if you're free!"
✅ DO THIS
"Hi Andrew — I was in the lecture you gave at MSU last Friday. I've been working with SEO on a startup and would love to ask you a few questions about your path from agency to in-house. Do you have 15 minutes this week for a quick Zoom call?"
