{"id":1153,"date":"2015-05-06T05:00:08","date_gmt":"2015-05-06T12:00:08","guid":{"rendered":"http:\/\/salesfolk.com\/blog\/?p=1153"},"modified":"2015-10-07T20:00:48","modified_gmt":"2015-10-08T03:00:48","slug":"how-to-write-unforgettable-cold-emails","status":"publish","type":"post","link":"https:\/\/salesfolk.com\/blog\/how-to-write-unforgettable-cold-emails\/","title":{"rendered":"How to write unforgettable cold emails"},"content":{"rendered":"

\"cold<\/p>\n

What was the first story you ever heard? For me, it was Sleepy Dog<\/i>. As the title suggests, the book is about an exhausted puppy that doesn’t want to go to sleep and gets out of bed several times, probably making his parents wish they had never decided to have children.<\/p>\n

\u201cSleepy sleepy up to bed. Sleepy sleepy sleepyhead.\u201d<\/i><\/p>\n

Two decades later, I still remember that book. The plot, the characters, the pictures, everything, down to the last word.<\/p>\n

Studies show that today, people consume around 100,500 words per day<\/a>, from text messages to emails, billboards to restaurant menus. That\u2019s the equivalent of reading Wuthering Heights<\/i> every single day.<\/p>\n

Somewhere in that noise is your cold email.<\/i><\/b><\/p>\n

Like Sleepy Dog<\/i>, the best stories are like little brainworms– sticking around in our brains, occasionally coming to the front of our minds when something triggers it. Most cold emails are a soulless march through benefit after benefit, ending in a desperate plea for your prospect\u2019s business.<\/p>\n

Without an intriguing narrative, there\u2019s no reason why your pitch will rise to the top. Want to turn your turn your cold emails into magical, brainworm-worthy narratives that won\u2019t be quickly forgotten? Here\u2019s three questions that will help you\u00a0stick inside peoples’ minds.<\/p>\n

Question #1) Why should the reader care?<\/h2>\n

Your prospects are reading a great American novel\u2019s worth of words every day. As a result, the best way to get someone reading your cold email with interest (besides crafting a great subject line<\/a>) is being able to relate to them.<\/p>\n

The best way to accomplish this is by talking to people who fit your buyer persona. If that isn\u2019t possible, a great second option is to search by job title on LinkedIn and read through a few profiles. See what skills they value and how they demonstrate their talent. The metrics they cite– number of deals closed, percentage of churn reduced– are good indicators of the things your prospect values.<\/p>\n

Just telling a nice story about your product isn\u2019t enough if it doesn\u2019t address your buyer\u2019s needs. A VP of sales doesn\u2019t care about employee satisfaction metrics. But what he or she does care about is having an effective, insanely productive team. That\u2019s the need your story should address.<\/p>\n

Question #2) What\u2019s your compelling story?<\/h2>\n

Every product\u2019s features and benefits can be outlined in a way that resonates with your prospect\u2019s biggest pains. By crafting them into a story, you can inject an element of reality that aren\u2019t as visible in other types of emails. The most compelling stories draw the reader in and make them feel like they are the heroes, sent to save the day.<\/p>\n

Here\u2019s a few tips to help you get started:<\/strong><\/p>\n