STOP using Bullets Points in Cold Emails!
SalesFolk
by Heather
2y ago
Do you include bullet points or numbered lists in your sales prospecting emails?   It’s fine for drip marketing emails, which people subscribed or opted into, to include lists. It’s also fine to have a list in a sales email, once you’ve had a conversation with that sales prospect or opportunity.  (I regularly use bullet points in follow-up emails after sales demos, for example.) However, bullet points or numbered lists don’t belong in cold emails, and will ALWAYS hurt your positive response rate. (We’ve A/B tested this like crazy hundreds of times! ) Why to NOT use bullet poin ..read more
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Why Effective Sales Prospecting Requires Specificity
SalesFolk
by Heather
2y ago
How specific is your “buyer persona,” or “Ideal Customer Profile” (ICP)?  In other words, how do you define your target audience or ideal customer when doing sales outreach? Too often I see sales and marketing leaders defining their buyer personas as “Marketing” or “C-Suite.” However, a CEO and a CTO are very different people with extremely different responsibilities and priorities. Even more commonly, I see “Operations” getting lumped together with marketing and extremely different departments that manage different aspects of the business. How to build solid “Buyer Personas” for more eff ..read more
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Why most cold emails don’t need graphs or images
SalesFolk
by Heather
2y ago
Do you attach or embed images in your sales prospecting emails? I’m not talking about sales emails with qualified leads you already had a phone call with, but “cold emails” to people you’ve never met or spoken with before. The problem with “email images” is that they don’t always load, and can easily screw up email deliverability. Also, some of the charts and graphs that salespeople like to share are not that clear or compelling.  Some of them are even downright boring… You can’t expect strangers to take the time to analyze a complicated chart your marketing team designed. The follo ..read more
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Why blindly copying email templates NEVER works!
SalesFolk
by Heather
2y ago
I was checking my inbox when I landed on an email template that really made me cringe. The email in question was ripping off an email template I wrote at least 8 years ago. They even stole my subject line, “quick question.”  Once upon a time, this template worked really well for my client’s specific needs. It generated over a million dollars in sales revenue. However, it wasn’t made for everyone to blindly steal and copy.   Why I HATE publishing my email templates I’ve been a B2B copywriter for more than a decade. I’ve written more than 10,000 sales emails that made over ..read more
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3 Cold Email Mistakes That Ruin Sales Conversations
SalesFolk
by Kathie Jurek
2y ago
Reaching out to leads via cold email can be intimidating at first. Your ego is on the line – will your message resonate with the people you want to start a sales conversation with, or will you be rejected or ignored? If you’re selling to a broad range of titles and industries, it can be tempting to aim for the most generic message possible that could appeal to anyone on your list. Instead of narrowing down your audience and your value propositions, you pick the broadest reasons why someone would choose to buy your product or work with your company. And it doesn’t work. It never does. At least ..read more
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