How to Craft a Good Cold Email

Saturday, December 09, 2023


Story: "I learned this from John Barrows and Jeff Hoffman, two amazing B2B sales trainers. One is something called the contact strategy which basically means you need to send a series of personalized messages to the same account and for different roles. And the structure I love I modeled from Jeff Hoffman called Why You Why You Now. Which is basically having a relevant reason to contact which could be based on a priority of an executive in a certain industry or it could be based on a trigger event like hiring a certain role, opening a new office, or an executive quote in a podcast." "Now this still can work really well but my recommendations are figuring out a way to automate this at scale. Now the way I did this was using virtual assistants help me build highly targeted lists so we could basically say the same thing to everybody and still get a high volume of messages out."

Bridge: "So it’s not all about the one perfect email or LinkedIn message. It’s about the follow-up. The fortune is in the follow-up. True story: I once emailed the CEO of Denny’s 50 times. So much so his assistant called me to stop messaging him. But you know what...I kept sending messages to them and they turned into a client that paid us over $5M in just a couple of years. So was it worth it? I’d say so."

Action Steps: "Use Apollo.io or Hunter.io to find contact info. I love Apollo.io and have used it for years. I can drag and drop contact info into email sequences."

"Then create sequences based on the same trigger or persona. Meaning same reason to contact or same message for a particular industry for a particular role."

Offer: "Now if you want more help with this I’ve created a free cheatsheet that breaks down how to create a cold email and help you create messaging that will work for your company. Just click the link below." ">

Hook: "If you’re like me, your inbox is probably spammed every day all day with cold emails? It sucks right? I hate it. I don’t remember the last time I actually got a personalized research email."

Story: "I learned this from John Barrows and Jeff Hoffman, two amazing B2B sales trainers. One is something called the contact strategy which basically means you need to send a series of personalized messages to the same account and for different roles. And the structure I love I modeled from Jeff Hoffman called Why You Why You Now. Which is basically having a relevant reason to contact which could be based on a priority of an executive in a certain industry or it could be based on a trigger event like hiring a certain role, opening a new office, or an executive quote in a podcast." "Now this still can work really well but my recommendations are figuring out a way to automate this at scale. Now the way I did this was using virtual assistants help me build highly targeted lists so we could basically say the same thing to everybody and still get a high volume of messages out."

Bridge: "So it’s not all about the one perfect email or LinkedIn message. It’s about the follow-up. The fortune is in the follow-up. True story: I once emailed the CEO of Denny’s 50 times. So much so his assistant called me to stop messaging him. But you know what...I kept sending messages to them and they turned into a client that paid us over $5M in just a couple of years. So was it worth it? I’d say so."

Action Steps: "Use Apollo.io or Hunter.io to find contact info. I love Apollo.io and have used it for years. I can drag and drop contact info into email sequences."

"Then create sequences based on the same trigger or persona. Meaning same reason to contact or same message for a particular industry for a particular role."

Offer: "Now if you want more help with this I’ve created a free cheatsheet that breaks down how to create a cold email and help you create messaging that will work for your company. Just click the link below."

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