20 Tested and Proven Copywriting Rules That Can Triple Your Sales Appointments
20 Tested and Proven Copywriting Rules
That Can Triple Your Sales Appointments
Salesfolk Email Mastery Course Premium Webinar
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
• 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
Follow these 20 proven copywriting tips and start seeing more
results from your sales prospecting eﬀorts immediately:
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!”)
Tip #2: Write for lazy people with ADHD
✓ Make everything easy to read
✓ Keep your sentences short
✓ Cut through walls of text
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”
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.”
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”
Tip #6: Keep it casual
✓ Use casual language that you would use in every day
conversation instead of formalities like “Dear Sir or
✓ 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
Tip #7: Be sensual
✓ Stroke their senses with adjectives that connect with
peoples’s senses, using words like: delicious, frigid,
✓ Make your language a little more colorful with words like:
unforgettable, disturbing, cozy, etc.
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.
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
✓ 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
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.
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
Tip #12: Only one thing per cold email
✓ Resist the temptation to cram too much crap into your cold
✓ 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
Tip #13: Keep digging
✓ “How many licks does it take to get to the center of a
✓ 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
Tip #14: Pain or pleasure?
✓ The most successful cold emails usually go after desire or
✓ 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!)
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.
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
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.
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
Tip #19: No exclamation marks!
✓ They only make your cold emails look gimmicky and
✓ Let your copy’s strength speak for itself.
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.