First of all, he's right. The type of email he was referring to is a solicitation because his resume's attached. Clearly if you attach a resume, the person on the other end thinks "this person just wants a job." And if you want to get into a new post house (or insert your potential contacts) it's important to create a relationship with the people. Soliciting them will immediately cut off the possibility of building a relationship.
You want to make a request that a person can say yes to. For instance:
1. "I've heard wonderful things about your facility. Would it be possible to come in for a tour?"
2. If you know of someone specific who works there, you can send a business advice and guidance mentorship request.
3. You can ask colleagues and social media connections for a referral to the people you want to meet and open your email with "John thought we should connect.
Put yourself in the person's shoes. Imagine what his/her day is like. If you were in their position, what would get your interest? What would help you? What would make you want to say YES to a stranger?"
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