Learn how to avoid the 7 sins of cold email to write sparkling emails that wow your prospects, turning cold emails into warm conversations that get new customers.

1. The 7 Sins of Cold Email
Heather R Morgan| @HeatherReyhan|www.salesfolk.com

2. 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

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

4. …Versus an email that no one opens?

5. STEP #1 WHO?
Understand Your Audience

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

7. STEP #3: SOLUTION
Solve their problems

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

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

10. Email Critique #1

11. 97% of Cold Emails
Are Ignored

12. 7 Sins of
Cold Email

13. 1. Crappy
Subject Lines

14. 2. You Write Like
a Robot.

15. 3. Longer than
the Great Wall

16. 4. Value Muddled
in a Sea of Junk

17. 5. Don’t Take Your Pants
off on the 1st Date

18. 6. Overdesigned
HTML Emails

19. 7. Giving Up After
1 Email

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

21. Email Critique #2

22. Email Critique #3

23. Problem #1: SELFISH
Focus more on your prospects!

24. Problem #2: ALL FEATURES
Transform features to benefits

25. Problem #3: TOO SALESY

26. The Email that Got 16 New Customers

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

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

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

30. “If You’ve Got Bad Data,
You’ve Got Nothing.”

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