If you received an email likening a brand to Glossier for women of color, would you click on it?
KJ Miller, co-founder of Mented, figured the eye-catching message would pique interest, and it was one of the many tactics she used to get her brand seen by early-stage investors. As a black woman navigating a fundraising environment where less than 20 women of color have collected in excess of $1 million in capital, she had to try almost every attention-grabbing trick she could imagine, and her hustle paid off. Mented secured $4 million in funding, including $3 million from CircleUp Growth Partners in a seed round.
“Don’t cold email and have the subject line be, ‘money please.’ Make it compelling,” Miller advised fellow beauty entrepreneurs. “Frankly, I don’t think we are the Glossier of women of color, but Glossier was a super-hot deal at the time. Everyone was talking about it, right? So, I knew you might open the email because everyone was talking about Glossier. I think writing a good email is the key to getting at least some of your cold emails opened.”