SlideShare a Scribd company logo
20 Tested and Proven Copywriting Rules
That Can Triple Your Sales Appointments
Salesfolk Email Mastery Course Premium Webinar

www.salesfolk.com/emailmastery
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
Not getting responses to your cold emails?
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
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”
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.
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
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.
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
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
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
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!)
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
childish.

✓ 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.
Questions and Answer Time:
Salesfolk Email Mastery Course Premium Webinar

www.salesfolk.com/emailmastery

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

  • 1. 20 Tested and Proven Copywriting Rules That Can Triple Your Sales Appointments Salesfolk Email Mastery Course Premium Webinar www.salesfolk.com/emailmastery
  • 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. Not getting responses to your cold emails?
  • 4. Follow these 20 proven copywriting tips and start seeing more results from your sales prospecting efforts immediately:
  • 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. Tip #2: Write for lazy people with ADHD ✓ Make everything easy to read ✓ Keep your sentences short ✓ Cut through walls of text
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Tip #19: No exclamation marks! ✓ They only make your cold emails look gimmicky and childish. ✓ Let your copy’s strength speak for itself.
  • 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. Questions and Answer Time: Salesfolk Email Mastery Course Premium Webinar www.salesfolk.com/emailmastery