The art of speaking to a stranger. (It gets easier).
My last post gave you rules of how a sequence is structured. I have also talked a lot about how cold emails should be written (and they can always be made better) but today I want to show to you the world of cold email sequences.
Like every kind of sequence; the cold email sequence is meant to guide subtly to a grand CTA. But however grand the sequence may be in the mind of you — the writer, it would be futile if you don’t take into account some of the intricacies of handling strangers.
- First — A stranger is skeptical but not scary or evil. They’re just a friend you’ve not met yet. And your wording, syntax, prose —grammar, EVERYTHING in your COPY— should reflect that. When you show interest, it gets people interested.
- Second — A stranger may not need what you’re selling. So don’t try to shove. Be nice. It’s very easy to forget your manners when you’ve got a dozen rejects already, but trust me niceties pay off in the long run.
- Third —- Honor all men especially with your copy. Your reaching out to a stranger should not be solely about your interests. Find out what they want and give it to them.
With all these in mind; let’s go into sequence writing:
To write a cold email sequence, I wouldn’t tell you there’s a magic button to push, or a one size fits all technique. But there’s a principle that works well (about 2% – 3% click through rates.)
The whole technique revolves around making the most out of the 8 cognitive biases. I talked about them in a post I made a few weeks ago. Namely:
• Reward/ Punishment
• Liking/Loving Tendency
• Over Optimism
• Social Proof
• Reason Respecting Tendency
Today I’ll just lay on you one tip that’s helped me in recent times:
Most professionals say your opening line is the most important part of your body copy, and it just might be but a good salutation warms up prospects really fast.
E.g.: Highly esteemed John.
Most admirable drake
Most competent Joachim.
I don’t know what it is about these kind of salutations, but people are suddenly in a good mood because of them. Although you must remember to personalize, and try to keep it as short as possible. It should also be based on your research about your recipient.
Now in your subsequent sections you shouldn’t choke your reader up.
- Allow for breathing in between your message blocks. Avoid huge chunks of content per block (It can be tolerated from grandma. But you’re a stranger.)
- Use words that excite. And deliver the message across as clearly as possible. Yet sacrifice clarity for excitement if it comes down to it.
- Your sequence means you have to be persistent until you get a response. Exercise your –patience muscle and keep coming back for that response.
- Engineer your sequence in such a way that after the first email, you’re not perceived as a total stranger. Or worse —spam.
You’re contacting humans whenever you’re writing a set of emails, remember that. Exercise your empathy muscles and you’ll be just fine. But if you’d rather get help from a professional, I’d be happy to work with you. Reach out to me: uchennabede18 [at] gmail [dot] com
God speed & Good luck!