There's no "one right way" to write cold email...

Here’s the "secret:" 

When you write in an agency setting (which I did for several years of my career), there’s typically not a lot of personalization included in those campaigns.

Segmentation becomes very important instead – what they call “personalization at scale” – and your copy HAS to be very good or it won’t get a response, let alone a meeting.

My direct response training has consistently allowed me to deliver meeting requests for my clients, because I write using universal principles of human behavior and sales psychology that have been working for as long as humans have been selling things.

The result is that I have client campaigns that run for years at a time without “wearing out” (a common problem in cold outreach).

Their product changes require updated copy long before the campaign’s effectiveness wanes.

That's because my campaigns are built on foundational principles and they don't employ tactics that wear out.

That’s the beauty of having a background in direct response.

A lot of people will tell you that cold email is changing, and it doesn’t work like it used to.

And to that, you have to ask “What did you USED to do?”

Because in my experience, and in my approach to cold email, not much has changed.

Not through Covid.

Not over the last 10 years.

It simply hasn’t needed to.

If my copy is plugged into the right system, it works.