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20 Tested and Proven Copywriting Rules That Can Triple Your Sales Appointments


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Are you not getting responses to your cold emails?
These 20 proven copywriting tips can help you start seeing more results from your sales prospecting efforts immediately.

Published in: Sales
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20 Tested and Proven Copywriting Rules That Can Triple Your Sales Appointments

  1. 1. 20 Tested and Proven Copywriting Rules That Can Triple Your Sales Appointments Salesfolk Email Mastery Course Premium Webinar
  2. 2. My experience with cold emails: • Written 10,000+ cold emails in the last 10 years, and have gotten positive response rates of 68%+ • Managed email campaigns for 300+ B2B companies • Founded Salesfolk and drove more than 60% of first 2 year’s revenue from 100% cold emails • Built my own network from nothing to becoming friends with famous authors and CEOs Heather R Morgan, Salesfolk CEO
  3. 3. Not getting responses to your cold emails?
  4. 4. Follow these 20 proven copywriting tips and start seeing more results from your sales prospecting efforts immediately:
  5. 5. Tip #1: Use Active Voice ✓ Use active voice instead of passive voice ✓ Passive: “The cupcakes were eaten by the dog.” ✓ Active: “The dog ate the cupcakes.” ✓ (don’t confuse “passive voice” with “past tense!”)
  6. 6. Tip #2: Write for lazy people with ADHD ✓ Make everything easy to read ✓ Keep your sentences short ✓ Cut through walls of text
  7. 7. Tip #3: Use the simplest words you can ✓ Don’t hit the dictionary; plain English is best ✓ Try to use familiar words in every day conversation ✓ EX: “complicated” —> “hard” ✓ EX: “rudimentary” —> “easy”
  8. 8. Tip #4: Skip the superlatives ✓ Superlatives are exaggerated adjectives or adverbs ✓ A lot of them end with “est” ✓ EX: prettiest, darkest, fastest, or most ✓ Instead of saying: “We have the fastest wifi speed,” you can say: “You can download your favorite movie on our wifi in just minutes.”
  9. 9. Tip #5: Kill the jargon ✓ You or your marketing department isn’t as special or as clever as you/they might think ✓ Using jargon makes your prospects feel like an outsider, and turns them off ✓ What’s jargon? Anything that your prospect wouldn’t normally say to their peers ✓ EX: “advanced hyper-texting capabilities”
  10. 10. Tip #6: Keep it casual ✓ Use casual language that you would use in every day conversation instead of formalities like “Dear Sir or Madam” ✓ Instead use: Hey, Hi, or Hello (unless you’re emailing the Queen of England) ✓ Feel free to use contractions like “won’t” instead of “will not”
  11. 11. Tip #7: Be sensual ✓ Stroke their senses with adjectives that connect with peoples’s senses, using words like: delicious, frigid, breathtaking, etc. ✓ Make your language a little more colorful with words like: unforgettable, disturbing, cozy, etc.
  12. 12. Tip #8: Don’t be a narcissist ✓ Strangers don’t want to hear you talk about yourself. ✓ Your emails should be considerate of your prospect, and sound like a conversation rather than a monologue.
  13. 13. Tip #9: Write for one person ✓ This is a powerful trick that really makes the difference between my writing and many other sales and marketing people. ✓ No matter how big of a list you have, you should always think about one person when you write, because that magically makes your writing sound more natural and conversational.
  14. 14. Tip #10: Assume familiarity from the start ✓ Skip all those lame pleasantries and apologies like: “Sorry to bother you…” or “I’m Suzie from Salesforce…” ✓ Instead, just cut to the chase and talk to them as if you’re already an acquaintance. ✓ This tactic helps subtly convince your prospect’s subconscious that they already know you.
  15. 15. Tip #11: So what? ✓ Why does your cold email matter to your prospect? What’s in it for them? ✓ Why should they take time out of their day to read it and respond to you? ✓ You have to know what they care about if you hope to vie for their attention despite all the other emails in their inbox
  16. 16. Tip #12: Only one thing per cold email ✓ Resist the temptation to cram too much crap into your cold email ✓ Focus on ONLY ONE benefit/pain point/idea per cold email ✓ EVERYTHING in your cold email should relate to that and anything that does not help drive that point should be cut out
  17. 17. Tip #13: Keep digging ✓ “How many licks does it take to get to the center of a tootsie-pop?” ✓ You have to keep going until your each the core of your prospect’s pain point or desires. ✓ Aim to be a painkiller instead of just a vitamin. ✓ EX: “we help you build lead lists” is shallow, where as “we’ll help you get more customers in less time” is deeper
  18. 18. Tip #14: Pain or pleasure? ✓ The most successful cold emails usually go after desire or fear. ✓ If you want to leverage desire, you should try to add value. ✓ If you’re using fear, you should focus on fear of loss or existing problems you think they are likely to have. (Don’t be too obnoxious!)
  19. 19. Tip #15: Hook them from the start ✓ Your first sentence is prime real estate, so don’t waste it on garbage filler text. ✓ Try to evoke emotions right away. ✓ You can do this by using sensory adjectives or poking at a fear or desire you know they have. ✓ Great ways to start your cold emails are either using powerful statements that may or may not include statistics, or with a question that starts a conversation.
  20. 20. Tip #16: Build trust through a picture ✓ Don’t be vague ✓ Don’t make bold claims without compelling evidence ✓ Paint a picture of your customers’ success to build trust
  21. 21. Tip #17: Cut the bullshit ✓ Don’t make absurd claims that aren’t true. ✓ You should even be careful making claims that are true that people are unlikely to believe, such as “20,000% growth!” ✓ Eliminate sugary testimonials that are way too generous. They don’t work, and only hurt your credibility.
  22. 22. Tip #18: Sweeten things up ✓ Why should your prospects respond and talk to you? ✓ Incentivize your ask! ✓ This doesn’t mean gift cards or free food, but rather offering valuable information, such as ideas or insights
  23. 23. Tip #19: No exclamation marks! ✓ They only make your cold emails look gimmicky and childish. ✓ Let your copy’s strength speak for itself.
  24. 24. Tip #20: Read it aloud to yourself ✓ This is something I ALWAYS do. ✓ It helps you catch grammar errors. ✓ Listening to how your copy actually sounds is a good test that can help you put yourself in your reader’s shoes.
  25. 25. Questions and Answer Time: Salesfolk Email Mastery Course Premium Webinar