There's no "one right way" to write cold email...
So I'm not going to tell you that my way is the only way.
There are lots of methods that work. The real questions are:
1. How long will they work?
2. And will they work for you?
I’ve been writing successful cold email campaigns for over 10 years.
In that time, I’ve seen a lot of tactics that “work” come and go.
Today’s best practice becomes tomorrow’s discard pile.
But I’ve rarely needed to worry about the fads, trends, and latest tactics in cold email. .
My campaigns keep connecting clients with Fortune Execs, Small Business CEOs, Startup Leaders, and other decision makers they need to meet with.
A small smattering of the companies those decision makers represent:
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.
Meaning: it produces valuable conversations for my clients’ and their teams.
It’s worked for:
– The sales training organization with the hard sell copy… that wasn’t getting any meetings. (Their new copy started bringing in 200 leads/mo for their large team)
– It’s worked for Executive Training organizations who ONLY wanted to meet with CEOs
– It’s worked for Manufacturing Company Suppliers selling cutting tools and shrink wrap…
– It’s worked for 3rd Party Logistics providers serving some of the world's top ecommerce brands…
– It’s worked for Enterprise Technology and Infrastructure solutions…
– It’s worked for Cutting Edge Imaging Solutions…
– It’s worked for Independent MRI solutions…
– It’s worked for HR Benefits providers, inclusions, and software…
– It’s worked for Learning Management solutions
– It’s worked for Billing and Payroll software
– It’s worked for Industrial Suppliers
– It’s worked for Facilities Management
– It’s worked for Employee Engagement platforms
– It’s worked for Travel and Expense management softwares
– It’s worked for Infrastructure and Security solutions…
– It’s worked for Innovation Crowdsourcing Platforms
– It’s worked for Medical Supply companies
– It’s worked for training and certification companies
– It’s worked for Nonprofit softwares
And I bet it could work for whatever you do as well...
IF you care deeply about your market, and deeply understand the problems you’re solving for them.
Businesses who benefit most from working with me:
– Are leaders in their market - not necessarily in size, but in vision and mindset
-- Are selling a high-value solution or service, both in terms of value-to-buyer and customer-lifetime-value
-- Understand their unique value to their market - and regardless of industry, know they’re not just another commodity vendor
-- Know the common “gaps” in their market - and how their solution fills them to delivers success to their clients
-- Believe that their solution is a game-changer for their clients - and are committed to that level of excellence
If that sounds like you, we should talk.