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You know how people say cold email sucks/is annoying/never works?
Well, this morning someone sent me a cold email.
And reader, it worked!
https://abs.twimg.com/emoji/v2/... draggable="false" alt="🎉" title="Party popper" aria-label="Emoji: Party popper">
https://abs.twimg.com/emoji/v2/... draggable="false" alt="👇" title="Down pointing backhand index" aria-label="Emoji: Down pointing backhand index"> THREAD
Well, this morning someone sent me a cold email.
And reader, it worked!
This is the cold email I received from Kirill.
It& #39;s a very good cold email.
Not because of any & #39;hacks& #39; or copywriting skills (although they are good).
But because he nails the fundamental, important stuff.
Let& #39;s take a look at what he got right, and what could be improved...
It& #39;s a very good cold email.
Not because of any & #39;hacks& #39; or copywriting skills (although they are good).
But because he nails the fundamental, important stuff.
Let& #39;s take a look at what he got right, and what could be improved...
First up, what Kirill got right (the basics):
1. He hooks me with the value ("why should I care?")
2. He explains how (more on this later)
3. He gives relevant social proof of the value
4. He ends by *giving* something valuable *to* me, not *asking* for something *from* me
1. He hooks me with the value ("why should I care?")
2. He explains how (more on this later)
3. He gives relevant social proof of the value
4. He ends by *giving* something valuable *to* me, not *asking* for something *from* me
Back to what else is good about this cold email:
1. The language is simple, informal and friendly
2. He proactively handles my main objections (see highlighted bits)
3. He shows - beyond doubt - that he& #39;s researched me and is confident I& #39;d be a good fit (more on this next)
1. The language is simple, informal and friendly
2. He proactively handles my main objections (see highlighted bits)
3. He shows - beyond doubt - that he& #39;s researched me and is confident I& #39;d be a good fit (more on this next)
In a cold email, it& #39;s really important not just to show that your product is valuable - but that it& #39;s valuable *to the reader* and that *they can trust you to deliver that value*.
Kirill does this by:
https://abs.twimg.com/emoji/v2/... draggable="false" alt="✅" title="White heavy check mark" aria-label="Emoji: White heavy check mark"> introducing himself
https://abs.twimg.com/emoji/v2/... draggable="false" alt="✅" title="White heavy check mark" aria-label="Emoji: White heavy check mark"> giving social proof that& #39;s relevant *to me*
and...
Kirill does this by:
and...
He even includes a link to a live example of how his tool would work for my podcast - which (it looks like) he spent some time on!
So he clearly cares enough to spend time researching me and making sure he can help.
I trust him, I& #39;m convinced of the value to me, I& #39;m hooked.
So he clearly cares enough to spend time researching me and making sure he can help.
I trust him, I& #39;m convinced of the value to me, I& #39;m hooked.
Now on to what could be improved...
(hey I said it was a good cold email, not a perfect one)
As I prattle on about in my http://SalesForFounders.com"> http://SalesForFounders.com course, one of the best ways to improve your cold emails is to look at the questions/objections you get in the replies.
Here& #39;s mine:
(hey I said it was a good cold email, not a perfect one)
As I prattle on about in my http://SalesForFounders.com"> http://SalesForFounders.com course, one of the best ways to improve your cold emails is to look at the questions/objections you get in the replies.
Here& #39;s mine:
From my reply, we can see a major problem...
https://abs.twimg.com/emoji/v2/... draggable="false" alt="⚠️" title="Warning sign" aria-label="Emoji: Warning sign"> There isn& #39;t an obvious next step.
I& #39;m interested, but what action am I supposed to take?
Kirill& #39;s email (and yours) should include *one clear CTA* that is easy to take and doesn& #39;t ask too much of the reader.
For example:
I& #39;m interested, but what action am I supposed to take?
Kirill& #39;s email (and yours) should include *one clear CTA* that is easy to take and doesn& #39;t ask too much of the reader.
For example:
There isn& #39;t an obvious next step. I& #39;m interested, but what action am I supposed to take?Kirill& #39;s email (and yours) should include *one clear CTA* that is easy to take and doesn& #39;t ask too much of the reader.For example:" title="From my reply, we can see a major problem... https://abs.twimg.com/emoji/v2/... draggable="false" alt="⚠️" title="Warning sign" aria-label="Emoji: Warning sign"> There isn& #39;t an obvious next step. I& #39;m interested, but what action am I supposed to take?Kirill& #39;s email (and yours) should include *one clear CTA* that is easy to take and doesn& #39;t ask too much of the reader.For example:" class="img-responsive" style="max-width:100%;"/>
Next problem...
From my reply, you can see I& #39;m still missing enough info to *click buy* right now. For example, how does it work exactly, and how much does it cost?
That& #39;s fine - you can& #39;t expect to answer *everything* in a first cold email.
But you can& #39;t ignore it either...
From my reply, you can see I& #39;m still missing enough info to *click buy* right now. For example, how does it work exactly, and how much does it cost?
That& #39;s fine - you can& #39;t expect to answer *everything* in a first cold email.
But you can& #39;t ignore it either...
That& #39;s why you make the main CTA a small ask.
And you add a secondary CTA (I call them escape chute CTAs) for if the reader isn& #39;t ready to take the main CTA.
If you& #39;re just starting off, maybe offer a consulting call.
Later, maybe try a link to FAQs or a case study.
Eg...
And you add a secondary CTA (I call them escape chute CTAs) for if the reader isn& #39;t ready to take the main CTA.
If you& #39;re just starting off, maybe offer a consulting call.
Later, maybe try a link to FAQs or a case study.
Eg...
"Why a consulting call?"
I get it. Calls are more work, unpopular, and kinda scary
But - when starting out - you can& #39;t answer objections any other way bc *you don& #39;t know what they are yet!*
Think of calls as free marketing advice.
That& #39;s pretty much it!
I might have switched the order of paragraphs #2 and #3. And maybe ran the text through http://hemingwayapp.com"> http://hemingwayapp.com to improve the copy (shorter sentences, more active voice)...
I might have switched the order of paragraphs #2 and #3. And maybe ran the text through http://hemingwayapp.com"> http://hemingwayapp.com to improve the copy (shorter sentences, more active voice)...
But what& #39;s important is that you - a founder - realise you *can* write effective, non-annoying cold emails.
Even if you have *zero sales/copywriting experience*!
You don& #39;t need growth hacks or email templates.
All you need is to listen to - and care about - your customers.
Even if you have *zero sales/copywriting experience*!
You don& #39;t need growth hacks or email templates.
All you need is to listen to - and care about - your customers.
Finally, here& #39;s *my* sales pitch:
https://abs.twimg.com/emoji/v2/... draggable="false" alt="🎁" title="Wrapped present" aria-label="Emoji: Wrapped present"> If you found this useful and are struggling to make sales work for your business, go to http://SalesForFounders.com"> http://SalesForFounders.com and enter your email.
You& #39;ll get free, actionable snippets from my paid course, and I email out stuff like this thread weekly.
You& #39;ll get free, actionable snippets from my paid course, and I email out stuff like this thread weekly.
