<< 8 Tips for Writing a Cold Email (Part I) <<

5. Try not to sound like a sales person
You also want to avoid looking too much like a sales person trying to sell something in your cold email.
In order to help with this, don’t send the prospect an email that is structured all around what you sell and what it does.

I get emails all of the time from sales people that have the following flow:

  • This is who I am and the company I am with
  • This is what we sell
  • This is what it does
  • I would like to meet with you (to try to sell everything I just mentioned)

Keep in mind that a cold email is similar to a cold call in that you are typically reaching out to a prospect that is not actively looking to purchase what you are selling. As a result, when you approach with such a “I am a sales person with something to sell” frame, the prospect might not only get turned off right away, but they are also in an easy position to object by saying to “I do not need that right now”.

6. Avoid talking about your products and company
In order to minimize how much a sales person that you look like, try to avoid talking too much about your company, what it does, what products you offer, what they do, etc.

Not only does this make you look like a sales person trying to sell something, but it is also a very “all about me” way to approach someone.

We are all self-serving a little bit. This means that one of the main things we care about is our stuff and how we can improve things for ourselves. This is why your natural instinct draws you toward talking about your products – it is you following your self-serving instincts.

If you become more aware of this, you can see that your prospect is also self-serving. When you lead by talking about your products, you are trying to address your self-serving interests and ignoring the prospects. This cannot only turn off a prospect, but it can also make it more difficult to grab a prospect’s attention.

With this knowledge, you can hack this process to make things go in your favor by resisting your urge to talk about your products (all about me) and focus more on the prospect’s interests (all about you).

7. Focus more on your value your products and services offer

One way to not be so “all about me” and more “all about you” is to focus more on the value that you offer. Talk about are the improvements that you typically create. Talk about how you can help the prospect and make things better for them.

8. Focus on the pain that you help to resolve
You can also be very “all about you” by talking about the challenges the the prospect is experiencing. This is also a great way to grab a prospect’s attention in a cold email. You can even mention the pain that you help to resolve in the subject line, and if the prospect is experiencing that pain, they will be more likely to open your email.

The challenges that the prospect is having is something that they will care about most. If you can center your email around those, you will be more likely to have a captive audience.

9. Keep your email short
The last thing to really address here is to always keep brevity in mind with your cold email.

Yes, you have a lot that you want to share with your prospect. But if you try to squeeze it all into your email and the email is more than a handful of sentences, then your email is too long and this can increase your insta-delete rate from prospects simply not wanting to read your cold email based solely on length alone.