Jason Feifer Decries Deceptive Pitching Tactics, Advocates for Earned Attention

In a recent LinkedIn post, Jason Feifer discusses the pervasive and ineffective strategy of using misleading subject lines and deceptive tactics in cold outreach emails. Feifer, an editor-in-chief and entrepreneur, highlights a common pattern where pitches begin with a trick to gain an open, followed by an admission of the deception, and then the actual pitch. This approach, he argues, erodes trust from the outset.

Feifer shared his frustration with this method, stating:

The formula is always the same: A misleading subject line tricks me into opening. Then a cheeky acknowledgment that they tricked me. Then an abrupt pivot to the pitch.

He elaborates on the sender’s likely motivation, acknowledging the crowded nature of inboxes and the desire to capture attention. However, Feifer contends that this strategy is fundamentally flawed.

The Perils of Stolen Attention

According to Feifer, the core issue with deceptive pitching is that it initiates communication based on mistrust. While the sender might believe that initial attention is the only hurdle, Feifer argues that building a relationship on such a foundation is impossible.

I get it: Inboxes are cluttered, and you want to break through. You figure: “If I can just get their attention, I’ll be able to sell my valuable thing…”

Feifer’s analysis suggests that this approach backfires because it fails to respect the recipient’s time and intelligence. The immediate acknowledgment of trickery, rather than disarming the recipient, often confirms their suspicion and creates a negative first impression.

The Power of Thoughtful, Earned Attention

In contrast to deceptive tactics, Jason Feifer champions a more authentic and effective approach to cold outreach. He posits that the most successful cold emails he has encountered were not clever but genuinely thoughtful.

Feifer outlines the characteristics of these effective emails:

• Demonstrated research into his work.
• A clear connection between the sender’s ask and Feifer’s interests.
• A feeling of being heard and understood, rather than tricked.

This emphasis on thoughtfulness, Feifer argues, leads to earned attention, which is far more valuable and sustainable than attention that is initially stolen.

What works instead? The best cold emails I’ve received were *thoughtful*, not clever. They showed they’d actually read my work. They connected their ask to something I care about. They made me feel heard, not tricked.

Feifer concludes by reinforcing the idea that building trust and demonstrating genuine interest are paramount. By investing the time to understand the recipient and tailor the message accordingly, senders can foster more positive and productive communication, ultimately leading to better outcomes than any deceptive tactic could achieve.

His post serves as a strong reminder for professionals to reconsider their outreach strategies, prioritizing respect and genuine connection over quick, but ultimately damaging, attempts to grab attention.