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Story - Talks about how the star faces the same problem your market does. It could be you, your prospect, a product, etc. Action: There’s a clear direction on what she should do after reading the email.The fear of missing out on something increases our desire for it. Interest: It piqued her interest by providing statistics on why she should engage.Attention: The subject and opening line pull the reader in by asking a relevant and important question ( here are some top-performing cold email subject lines).Interest - Make it personal to engage their interest.ĭesire - Build desire for what you’re offering. Attention – Interest – Desire – Action (AIDA) To improve this method further, you can utilize email tracking to get real-time data on how prospects are engaging with your call to action. By introducing proof points that lend credibility to your argument, you have a better shot at convincing someone to follow through.Įxample: This cold email was sent to us by someone (real name changed) at Conga Composer. Why it works: The key element in this cold email outreach formula is the chain.
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Then, hook them with a call to action that makes it easy to take the desired next step. Create a chain of supporting facts, sources, and benefits to build credibility and transform attention into interest. Introduce your idea with an attention-grabbing opening.
When you crack open a cold one by yourself series#
This practical persuasion tactic is supported by 42 psychological studies on over 22,000 people.Ĭhain - A series of facts, sources, reasons, and benefits Why it works: If you give someone a way out, it will double the chance that they say yes. Make a request and then tell your prospect “but you are free” to do whatever they’d like. You’re looking at one of the most effective persuasion techniques out there. Tip: In a new 2020 study, we draw from hundreds of thousands of email activity over the last quarter to dissect the optimal time and day to send your cold emails based on reply rates. People want to avoid hassle, problems, and unnecessary burdens. Why it works: Because pain is even more motivating than pleasure. Instead of imagining life without the problem (the “After” stage), PAS calls out the dangers in the road from point A to B and explains how your product is the weapon they need to win. The BAB formula uses this universal trigger to compel readers to respond.Įxample: Here’s an email that was sent our way by a rep (real name changed) from Xactly. Why it works: According to behavioral psychologists, humans are motivated to take action by two things: pleasure and pain. Close by explaining how your product/idea/service can help them get there. Open your personalized email by describing a problem that is relevant to your prospect, and then describe how the world would be different if that problem didn’t exist. Before-After-Bridge (BAB)Īfter - Imagine what the world would be like if you solved this problem Now, let’s look at proven cold emailing formulas that generate results and build relationships. The email is “cold” if you haven’t had any prior contact with the recipient and there is no relationship yet.Ĭold emailing is tough, but when done right, you can dramatically level up your sales outcomes.
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What is Cold Emailing?Ĭold emailing is the act of sending an email to someone you don’t know in hopes of building a business relationship. Give them a try and see how they might improve your reply rates. These formulas just plain work – and can stop people in their tracks and compel them to read your cold email.īelow are the top ten formulas we’ve come across, as seen in real-world cold email examples from Yesware sales reps and others. Good news: There are proven formulas for that.įor years copywriters have used basic scientific principles of persuasion and influence to come up with a number of writing techniques that reliably draw readers into their content. The surprisingly simple answer is… to get the second sentence read.Įach line of a cold email must persuade the reader to read the next one, all the way through to your close. So what’s the primary goal of your first sentence? What is the number one goal of cold emailing?