Marketing copy and feature statements don't work in a cold email.
Imagine if Slack in its early days sent you this email:
"Hi {awesome person that is reading this},
We are Slack, and we help you discover a new way of working with your colleagues.
As a leader in your organization, we thought you'll find it interesting how Slack helps with communication and productivity.
Our product can help your team to organize work via project and team channels, align objectives, get access to information via our archives, or get live-voice communication via Huddles.
If this all feels relevant to you - would you be open to having an intro call with us? (15 mins tops)"
Can you notice the difference if the email was written like this:
"Hi {awesome person that is reading this},
I imagine that your team needs a tool beyond email - to move faster, and accomplish more.
You'd be surprised, better internal collaboration increases productivity by 30%.
Curious to hear how we're helping companies speed up their work?
So, what is wrong with the first template?
Every time you write an email copy or have a discovery call remember this.
They don't want to hear about your amazing features, they just need to understand how you solve their problems in the shortest time possible!
When you're writing a cold email it's easy to be carried away with a lot of information.
Don't make it too complicated - just pick one thing that is #1 priority for you
Write every email at the 5th-grade reading level.
Write short, and common words.
Add lots of whitespaces and line breaks.
For every prospect that you reach out to, you really need to do your homework. Make sure that your list is super targeted, and that you have the X and Y's on why you're reaching out to them.
Then, make sure you communicate the #1 value prop that you want to offer them.
