For years copywriters have used basic scientific principles of persuasion and influence to come up with a number of writing techniques that reliably draw readers into their content. These formulas just plain work – and can stop people in their tracks and compel them to read your cold email.
Below are the nine best formulas we’ve come across, as seen in real-world cold email examples from Yesware sales reps and others. Give them a try and see how they might improve your reply rates.
Open by describing a problem that is relevant to your prospect, and then describe how the world would be different if that problem didn’t exist. Close by explaining how your product/idea/service can help them get there.
You’re looking at one of the most effective persuasion techniques out there. Make a request and then tell your prospect “but you are free” to do whatever they’d like.
Introduce your idea with an attention-grabbing opening. Create a chain of supporting facts, sources, and benefits to build credibility and transform attention into interest. Then, hook them with a call to action that makes it easy to take the desired next step.
Why it works: The key element in this cold email formula is the chain. By introducing proof points that lend credibility to your argument, you have a better shot at convincing someone to follow through.
Used in a cold email, stories help your reader quickly wrap their head around the idea you’re to sell them. You’ll engage their attention and create an emotional connection that makes it easier to reply.
Example: This is the honest-to-goodness email I used two years ago to land a job at Yesware. The rest is history.