Foundational Content Rules
- Every line should add value and compel continued reading
- Personalize specifically to the recipient’s problems and needs
- Avoid spammy keywords and buzzwords
- Skip business jargon and fluff
- Don’t include links (they trigger spam filters)
- Make it about them, not you
- Give before asking
- Be direct and cut the fluff
Shift the Frame, Don’t Sell the Tool
Core Insight: Nobody cares about your product if they don’t believe they need it.
That’s why most emails that pitch the product fall flat. Especially when you’re selling something new or nuanced.
Example 1: Recruiting Automation
Bad message:
“Save hours per week using our AI-powered recruiting assistant.”
Better message:
“Most hiring managers are still spending 5–8 hours per week screening resumes manually. We found that most of them don’t realize how much qualified talent they’re missing because they can’t get to every applicant in time.”
Why it works: This reframes the product from “automation” to “talent loss” — a much harder problem to ignore.
Example 2: Knowledge Platform
Bad message:
“Centralize your company knowledge in one easy-to-use platform.”
Better message:
“Most teams don’t realize how much time they waste answering the same internal questions over and over. When knowledge lives in Slack threads and individual brains, scaling breaks down fast — especially when onboarding new hires.”
Why it works: Now, you’re not selling organization. You’re calling out a drag on productivity and scalability that’s flying under the radar.
Don’t Prove, Tease
You don’t need to convince someone you’re right in the first email.
You just need to make them curious enough to hit reply.
Start the conversation. Don’t try to close it.
Copy That Works:
- “Noticed something that might be costing you…”
- “Here’s a breakdown we ran for [similar company] that made them realize…”
- “Happy to share the 2-minute version if helpful.”
Make the insight sound easy to say yes to. You’re not giving them homework. You’re giving them something snackable — that they can forward.
The best outbound doesn’t just pitch — it reveals.
Benefits vs Features (Always)
Rule: Always speak about benefits not features.
Examples:
- This scissor has a rubber grip handle, so you don’t slip and ruin your project
- These running socks have merino wool, so you don’t get blisters on long-distance runs
- This mug has double-wall vacuum insulation so you can keep hot things hot and cold things cold
- This bike travel case has wheels so you can effortlessly move through the airport
- Invisalign is clear, so you don’t feel awkward getting the perfect smile
The benefit (the “so that”) is what matters, not the feature.
Less Hype, More Poking
Don’t Say This:
❌ Lose 50 pounds in 2 weeks ❌ Build a $1,000,000 portfolio in 60 days ❌ Increase sign-ups by 10X
Say This:
✅ Are you open to a different perspective for losing weight without dieting? ✅ How are you protecting your portfolio against market downturns? ✅ Have you considered using ‘finfluencers’ on TikTok to reach young & new customers?
Why it works: Questions create curiosity without triggering skepticism. Pokes make people think rather than resist.
The “What If?” Question
“What if you could have 15 conversations for every 50 outbound dials without adding anything to your tech stack?”
Selling is about shining a light on the cost of inaction.
The idea is to contrast what is with what’s possible.
What AI Gets Wrong (Avoid These)
When writing cold emails, avoid these AI-generated patterns:
-
Assumptive language (usually in the hook)
- Don’t assume you know their exact situation
-
Weird marketing speak
- ❌ “The result? They reduced their churn by 20%”
- This sounds robotic and formulaic
-
Too formal tone
- Write like a human having a conversation
- Avoid stiff, corporate language
Start With a Unique Perspective on the Market
Example approach:
- I think that XYZ [unique market observation]
- Teach them something about their own business
- Share an insight they haven’t considered
This positions you as a peer with valuable perspective, not just another vendor.
The “Honestly Now” Test
Ask yourself: “Honestly now, did you spend your youth dreaming about [current painful reality]?”
This question helps you find the emotional hook.
Example: “Honestly now, did you spend your youth dreaming about someday spending your Sunday afternoon trimming trees on Marbella Drive?”
This creates an emotional connection by highlighting the gap between their dreams and their current reality.
Show You Did Your Homework
Sentence 1 Formula: “I noticed on your website that [specific detail]. Congrats on [specific achievement], which is undeniably no small feat for [their situation].”
Why it works: It shows you’re not mass-blasting. You’ve taken time to understand their world.
Explain What They’re Missing Out On
Sentence 2 Formula: “I know from speaking with other [persona] that many, if not all, find it challenging to [specific challenge]. The impact – [negative consequence]. [Bigger negative consequence].”
Why this works: Fear of loss is a much more powerful motivator than gain.
Add Social Proof, But Make It Relevant
Sentence 3 Formula: “In the past year we’ve worked with companies like [similar company A] and [similar company B] to help them [specific outcome] without [pain point they want to avoid], and we think we might be able to help [their company] in this area as well.”
Why it works: Social proof with similar companies creates trust and relevance.
Stay Humble in Your CTA
Sentence 4 Formula: “I’m not sure if this is a fit for you folks, but if you’d like to learn more, would you be open to carving out some time to explore?”
Why this works: It’s not assumptive. It’s humble. At this point you genuinely don’t know if you can help because you don’t know anything about their situation.
Alternative low-friction ask: “If you’d like, I can send you a 2 minute demo so you can evaluate.”
Why this works: This is a lower-friction ask than scheduling a meeting. The added benefit is that if they take the offer, you know they’re intrigued and have a reason to follow up.
Remember
The best cold emails don’t feel like sales pitches. They feel like the start of a valuable conversation between peers where one person has insight that might help the other.
Origin: Synthesized from Cold Email Best Practice vault Tags: Sales ColdEmail ContentPrinciples Copywriting Created: 2025-10-17