B2B Email for High-Value Sales
Build Relationships | Build Pipeline | Build Revenue
Your time is at a premium & your bandwidth is limited.
Your email sequences need to do the heavy lifting of capturing leads, re-engaging prospects, and handling your follow-ups.
And if you want some help with that, you're in the right place.
My Advice on Cold Email has been featured in Guides & Trainings from...
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And you're not wrong. Most of the advice on cold email is written for startups with a whole Sales Development team qualifying prospects before they ever get in front of a Sales Person.
If you have the time to do that, then you can cold email like a Sales Development Rep and it will work for you.
And of course, there are times when you absolutely SHOULD take that approach.
But when you're a Founder or CEO who sells, that's usually not practical for "everyday" prospecting.
And you didn't have to worry about p!$$ing off your prospects or sacrificing results?
Besides the time factor... it’s simply not always possible to find relevant personalization.
-- How do you know if someone just switched their server?
-- Missed their sales quota?
-- Had a fallout with one of their suppliers?
There are things your prospects just aren’t going to tweet about.
(And there are plenty of prospects who aren't going to tweet at all)
That's why you need outreach copy that is valuable and relevant - without relying on personalization to carry the load.
For “everyday prospecting” - the activities that actually feed your business every day - you’re trying to connect with companies that you may not be able to learn much about...
Until they agree to a conversation.
Hard to personalize for that.
But that doesn't mean you can't reach them... Or book meetings with them.
In fact, these are probably your bread and butter prospects.
And they don't care if you know their dog's name or where they went to college before they get on a call with you.
They care whether or not you understand the problems that are making their job harder and standing in the way of their team's goals.
But most outreach never bothers to address those challenges.
It's not the lack of personalization, itself. It's the approach.
Here's the most common reasons I see for outreach failing to meet the mark:
-- Using templates off the internet (without understanding HOW to use them, or investing the time to make them fit your business )
-- Not understanding who YOU are to the market - which means you can't use that info to speak to your prospects’ pain points or prior failures
-- Not using buyer personas to your advantage so you understand how different roles interact with your solution -- which means you can't speak to them specifically
-- Lumping job roles together, despite how differently they interact with your solution (Even sales and marketing... They often use completely differently language, even when they're talking about the same thing)
-- Committing all those sins... But hoping a personalized opener will "save" the campaign
Of course, if you're committing any (or all) of those sins, it's not your fault.
Reason #1 why it's not your fault: There's endless pages of conflicting cold email advice across the web and on LinkedIn.
And a lot of it is GOOD advice... If you know when to use it.
But if you're not already an expert, how could you possibly know which advice applies to your business/stage/prospects?
Reason #2 why it's not your fault: There's a sentiment that cold email should be easy (which directly conflicts with a lot of other sentiments).
But let me tell you. I’ve been writing cold outreach for over a decade. And it took a lot of training to get right.
Training that I had to go out and find myself, despite coming from a sales background, and having access to some brilliant trainers and coaches.
I didn’t learn how to write effective outreach anywhere in my sales training.
I learned it by studying direct response copywriting - the #1 skill most sales people and even marketers DON’T have.
Reason #3 why it's not your fault: Most people in B2B don’t realize that cold traffic (without personalization) works.
They don't know that there are entire industries that run on selling products to cold traffic.
Online Ad → Sales Page → Sale.
There is no individual personalization in that.
But there IS is a deep understanding of their market, their product, and the gap that it fills, laid out in a compelling sales argument. (Something that's sorely missing from most B2B outreach.)
It’s called direct response marketing and those SAME basic principles can be applied to B2B lead generation. (Except we're "selling" the meeting -- not the product)
If the Direct Response marketers can sell products on cold traffic and build multi-million dollar businesses off of it…
The reason so many can’t make it work is simple: They don’t have the training.
But I do.
And I can write cold email copy that converts into meetings for you, just like I have dozens of other clients over the last 10 years.
✅ 22 meetings per month for a technology vendor with users of a specific software package
✅ 24 CEO-level meetings every month for a training organization
✅ 20 meetings per month for corporate consultants with executives from their hand-picked list of target companies
✅ 16 meetings in 12 days for a corporate innovation solution with companies in their exact target market
Today, most of my clients are Founders and Small Business CEOs who are looking to add 15-20 additional meetings to their calendars every month:
✅ They’re entrepreneurs, who are still very involved in the sales process.
✅ They have a great solution and they know it.
✅ They’re not just “in it for the money” - they saw a gap in their market, and they intentionally filled it with their offer.
✅ They may be in a commodity market - but they don’t see themselves as commodities.
✅ They have a consultative sales process - and so they’re willing to nurture potential prospects instead of always driving hard for a meeting (even when that’s the end goal).
✅ They believe in adding value - solving problems, educating, elevating.
✅ They’re the kind of people who SHOULD be thought leaders in their space (even if they’ve been too shy/busy/etc to do that).
Sound like you? Maybe we should talk.