Bruce Martinus | 1/3/2021 | 7 min read
Every day, B2B business owners receive a plethora of marketing material. People are trying to sell them something from all angles, and for your cold emails to stand out – you need to understand your prospect’s emotions, problems, and needs.
Basically, you need to be doing the opposite of what the other 90% of cold email senders are doing.
This is an accurate representation of what your prospect’s inbox looks like on a daily basis:
Your prospects don’t respond to emails that look like they’ve been sent to thousands of other people.
Your emails will have a higher chance of response if you’ve shown your prospect that you understand their industry and what problems they might be facing.
Sharing a useful piece of content with them is a good way to show this. Maybe you’ve created the content, or found it somewhere – the idea is that you’re providing value upfront without begging for a sale straight away.
When you share a useful piece of content, you’re increasing the chances of reciprocity and the likeliness of a response along with it.
Social proof is one of the most important components of a cold email.
What is it that people fear the most about buying decisions?
That they’re going to regret it further down the line.