Fundamental Copywriting Principles for Writing Cold Emails

by Victor Hansen in October 15th, 2020

Writing cold emails requires practice. Copywriters get paid alot of money to write that perfect message for that specific audience.

Here are my principles of copywriting I stick to

You’re emailing a person as a person, not a company as a company. 

Always write your email so it’s personal to whom you send it to. Speak with people as you would with a friend. Avoid “Dear X,” acronyms, or any complicated words. Since our email is written to individuals we can be specific to who we’re reaching out to. We’re not reaching out to “lawyers”. We’re speaking with A “tax lawyer who helps HNWI in New York." The more specific the better. We want every single email to give the impression that we've sent this email to ONLY one person.

Effective emails are short and to the point.

Avoid bullet points or long sentences and paragraphs. The entire email should fit into one mobile screen. Never more than two paragraphs plus a short CTA (Call To Action).

Purpose of cold email is to start a conversation

It’s not to present services, nor to sell your service, nor anything else. You just want to get the prospect’s interest/curiosity and go from email to phone. Therefore, never expect a single email you write in a few minutes to gain enough interest or curiosity for someone to engage in a sales cycle with us. It’s just too easy for people not to take action, or simply miss the email completely. Don’t focus on conversion rates/email. Instead, focus on conversion rates/prospect. Even if it takes 6 months to convert someone, realistically, that took only around 8 emails.

Your templates should be constantly evolving.

At the beginning, you might make slight improvements before every send. Once your meeting book rates reach the level you want, you won’t feel the need to make changes. However, you should still stop every 100 sends or so to ask: “What could I improve even further?”

Following our principles.

Good just isn't good enough.

Write direct and concise

Every single word in the email should have a purpose. Write as clear and concise as possible. Avoid doublespeak, jargon, bureaucratese (piling on words, of overwhelming the audience with words, the bigger the words and the longer the sentences the better)

Ex: “Through implementing the pre-planned strategic initiatives for the current quarter by using various creative measures we've seen an increase in the number of people purposely and voluntarily choosing to use our proprietary service, thus increasing our bottomline.”

In translation: Taking action on our goals have increased revenue

Similar for the CTA. If we're asking for a call, then write it directly. Don't try to ask for the call in an insecure way "if this hypothetically was of a slight interest, would you in an imaginary world respond yes to a short call"

Write for the emails with the prospects in mind

We want to speak about what THEY want to speak about, not what WE want to talk about. The truth is that nobody cares about you, they only care about what you can do for them. Therefore our entire email should convey that we can solve their most challenging problems. The entire email should only speak about what we can do for them. 

When we want to solve their problem, don't only focus on what they're doing wrong. "Don't tell a mom that her baby is ugly".

Show don't tell

Instead of bragging about how great you are like; We can do X, we're experts as Y, we're world-class at Z.  Use case studies with companies they've heard about and with a specific number of what you were able to do for them. Instead of saying, we built a new website that improved their branding. Say; the new website for company x increased their conversions by 17% which increased the revenue by $173,178 during the first 30 days.

Don't replace research with assumptions.

Always go the extra step. Other companies might rely on just speaking of generalities. We rely on research. Go the extra mile. It's worth it.

Never Lie

The internet is a small world. Never ever lie. If you get a bad feeling about something you've written, delete it. There's always ways to formulate something to say the same thing, but never lie. 

Our clients sales team have to get on the phone with these people. If we lie they will have very difficult sales calls.

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