This video is the first video in a 4-video cold email workshop series, and the first thing that we will focus on is creating your cold email messaging strategy.

Not to be confused with creating your actual email messages, what we focus on first is creating the overall cold email messaging strategy, which includes all of the different things that we want to communicate to the prospects. Once we have the message brainstormed and organized, the next step of creating the individual emails is much easier.


Step 1 – Identify the Product

The first step in our process to create your sales message is to identify the product that you want to ultimately sell. We don’t necessarily want to talk too much about your product in your cold email campaign and messages, but starting with the product helps us figure out the other things that we need to talk about.


Step 2 – Identify the Target Audience

We recommend taking an extra step to think about the target audience for your cold email messaging and campaign. You could certainly skip this step or just use a broad target audience that allows your cold emails to communicate to everybody.

But if you use a more specific target audience for your cold email campaign, you can fine-tune your cold email messaging strategy so that it focuses more directly on the key things that the target audience cares about. In a world where there is tremendous competition for the prospect’s attention and business, this small step can be the difference that enables more of your cold emails to grab the prospect’s attention.


Step 3 – Identify the Value the Product Offers

The next step is to identify some improvements that the target audience can see if they purchase the selected product.


Step 4 – Identify the Pain Points the Product Helps to Resolve

Try to think about any challenges or concerns that the selected product can make go away for the target buyer.

While you might be able to think of a few general pain points that your product can help with, an easier and more thorough way to do this is to look back at each improvement that you brainstormed in step 3. For each improvement, there is likely an opposite problem or challenge that will go away or be reduced.


Step 5 – Identify Questions to Ask

The best salesperson is the one who asks the best questions, but it can sometimes be difficult to know what questions to ask. A simple trick to help with that is to look back at the pain points you came up with in step 4 and think of a question to ask for each pain point.


Step 6 – Create a Brief Customer Example

One of the best things to include in a cold email messaging strategy is a brief example of another customer that you helped with your product. If you can think of a customer that is similar to the target type and think about a problem you solved with your product, you can likely create a very short story that you can share in cold emails and also on cold calls.


We hope this video helps you with creating your cold email messaging strategy!