SALES SENSEI COPYWRITING

The goal of your initial email is to do two things and only two things: qualify the prospect and get a response. It is not meant to sell. You’ll have that chance only if the prospect agrees they have a problem you may be able to fix and you get a commitment for a meeting.

We’ll punch up your value proposition, identify prospect “pain points” & craft black belt-worthy email content.

10 RULES FOR B2B EMAIL CAMPAIGNS

1. Keep content under 200 words – prospects read their email on their phones.
2. Don’t include graphics/attachments (see above)
3. Never introduce yourself in the first sentence (your contact information is in the signature) or use a trite platitude (I hope your day is going well!).
   
4. Don’t use punctuation in the subject line – it’s a spam filter catcher.
   
5. Avoid questions; rather, use a statement that speaks about an issue in the industry.
6. Never use phrases like “feel free” or “don’t hesitate” as a prompt for a response as if you’re doing a big favor – if a prospect has a problem and is ready to commit to a meeting, they will respond.
7. Do not mention how long you’ve been in business, any awards you received, or drop names of clients – it’s not relevant in the initial outreach.
8. Never, ever, ever beg for a meeting (e.g. “we’d love to meet with you”). It’s pathetic.
9. Do not include any links in the first email. Links can cause your email to get flagged for spam.
10. Do include a link to content (e.g. explainer video, “listicle”) in subsequent emails to engage and track prospects.

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