How to 10x Your Traction
with Cold Email
Heather R Morgan| @HeatherReyhan|www.salesfolk.com

About Heather
 7+ years of copywriting
 Former economist
 Clients:
 Collaborated with Aaron Ross
on sequel to Predictable Revenue
 Written cold emails that get
38% response rates

How do you write a cold email that
generates dozens of warm leads?

…Versus an email that no one opens?

STEP #1 WHO?
Understand Your Audience

STEP #2: THE PROBLEM
Learn your prospects’ pain points

STEP #3: SOLUTION
Solve their problems

STEP #4 SOCIAL PROOF:
Show your value, don’t tell

STEP #5: CALL TO ACTION
What’s their incentive?

THE PROBLEM:
Our inboxes are full of
impersonal sales junk.

THE CONSEQUENCE:
We build walls to guard our time

Your goal is to get
past people’s walls.

So how can you get past the wall
and get a warm call?

KNOW YOUR AUDIENCE:
Different Prospects Build
Different Kinds of Walls

OPTION 1: Social Engineering
“The Trojan Horse

OPTION 2: Just Knock
“Intro Requests”/Permission

OPTION 3: Offer Gold
Give them what they desire.

All walls are not the same!
COMBINE & AB TEST
EVERYTHING!

Don’t write bad cold emails like these!
….PLEASE!

Example of a Bad Cold Email

Problem #1: SELFISH
Focus more on your prospects!

Problem #2: ALL FEATURES
Transform features to benefits

Problem #3: TOO SALESY
“Taking Pants Off on First Date”

The Email that Got 16 New Customers

The First Sentence
• Question/Bold Statement
• Fear of Loss/Value

The Value Story
• Social Proof
• Numbers/Stats
• Show, don’t tell value

The Call to Action
• Incentivize
• Specific time or “When”?

Are you read to fill your pipeline with
qualified leads? …Contact us!
Heather R Morgan | Salesfolk CEO| heather@salesfolk.com