The Win With Words Magic Email Cheat Sheet My secret weapon for opening business opportunities. Jon M Buchan Win With Words How to write compelling cold emails that cut through the noise. Magic Email Cheat Sheet Win With Words Greetings Reader! Welcome to your magic email cheat sheet. This cheat sheet will provide you with some great insight – and you may be able to piece together your own ‘magic’ copy from this information alone. That’s fine with me. Hit my Facebook group to get even more tips and tricks relating to cold email and direct mail! Win With Words How to write compelling cold emails that cut through the noise. About Me Win With Words My name is Jon Buchan. I run a company called Charm Offensive. We create creative campaigns that get cut-through for all kinds of businesses. We have clients in all sectors and of all sizes. It’s great fun. This is my first foray into selling information products. As you can probably tell by this not so beautiful looking cheat sheet. It’s the words that matter. And being able to get responses like these: Win With Words How to write compelling cold emails that cut through the noise. Win With Words Win With Words How to write compelling cold emails that cut through the noise. Win With Words Win With Words How to write compelling cold emails that cut through the noise. Win With Words This cheat sheet provides the key principles you need to know how to write emails just like mine – and get responses just like the ones above. Win With Words How to write compelling cold emails that cut through the noise. Magic Email Cheat Sheet The Key Principles The Key Principles 1. Impact, Communication, Persuasion 2. Stand Out 3. Principles of Persuasion Science 4. The Warren Buffet Technique 5. Differentiation Matters 6. What’s Your Story? Win With Words How to write compelling cold emails that cut through the noise. Win With Words 1. Impact, Communication, Persuasion Win With Words So many cold approaches fail because they go straight to persuasion. The very first line starts with something like … “We’re the best people in the world at X… We’ve worked with X client and are ground-breaking X technology is a world’s first…” YUCK! Of course that gets deleted! Your job is to sell the idea that a call or meeting with you is not a bad idea. Not to give every little detail – or to sell your entire offering in one go. Those steps come later… Dave Trott talks about this when talking about effective advertising. He brings it down to a level anyone can understand. Imagine for a moment that you wanted your other half to make you a cup of tea or coffee. You first need to make impact. “CATH!” That gets her attention. The communication is next… Win With Words How to write compelling cold emails that cut through the noise. “Cath, will you make me a cup of tea?” However, that’s not very persuasive. Win With Words “If you make me a cup of tea, I’ll take the trash out”. The same rule applies to direct mail or cold email. You need to make impact first. You need to stand out. Your prospect likely gets a ton of other emails – and they all look exactly the same. You need to make IMPACT. It’s the single most important thing you should focus on. Getting cut-through is everything. Without that, it doesn’t matter how good your communication is. It doesn’t matter how persuasive you are. It doesn’t matter how good your product or service is. Win With Words How to write compelling cold emails that cut through the noise. Most people think persuasion is the most important. You need people to actually see and read and listen before you can communicate and persuade. Win With Words How to write compelling cold emails that cut through the noise. Win With Words 2. Stand Out Win With Words The brain recognises patterns. If your prospect has 50 sales emails in their inbox, you need to do something special, clever, funny or unusual to get their attention. You have to be different to everyone else. This is why a lot of sales emails don’t work. Everyone writes the same thing. Even professional copywriters are guilty of this. Even the most persuasive copy won’t be read if your approach is bland. By blending in – your share of mind is the same as everyone else’s. Being different means you have to risk being disliked. To be remembered, you have to take chances. Not everyone will like you. By standing out – you occupy a different part of the Win With Words How to write compelling cold emails that cut through the noise. brain to all the other messages that are bland and similar. Win With Words When you position yourself, you reposition everybody else. This is important. It also means you’re much more likely to get a reply. You are novel. Original. Unique. Funny. Clever. These are all good qualities. Some people find this impossible to deal with – and those people don’t have much success with direct mail, cold email, creating adverts or anything like that. Trott’s teachings apply to all media. From direct mail, to radio, to television, to display advertising, to social media…. One thing doesn’t change – the person. The customer. The human. Everything else is just a device to reach that person. Watch Dave Trott’s series – The Art Of Persuasion https://www.youtube.com/watch?v=tYsPAGj6_hU Win With Words How to write compelling cold emails that cut through the noise. 3. Principles of Persuasion Science Win With Words Robert Cialdini’s book ‘Influence – The Psychology of Persuasion’ is HUGE. I once used these principles to convince journalists to cover an infographic entitled “How To Influence And Persuade” – using the very techniques on the infographic. My most ironic case study. Here is an explanation of each principle. Reciprocity Win With Words How to write compelling cold emails that cut through the noise. Win With Words Liking Scarcity Win With Words How to write compelling cold emails that cut through the noise. Authority Consensus Win With Words How to write compelling cold emails that cut through the noise. Win With Words Consistency Win With Words Think of how you can use these principles in your messaging. A good video to watch on this: https://www.youtube.com/watch?v=cFdCzN7RYbw You don’t need to use them all. Beware: Going overboard with these principles may make your email will look like everyone else’s. This is a famous book. It’s in everyone’s ‘formulas’ to use this. They think just using these principles is enough. It once was. Now everyone is using it. As such – you lose IMPACT just using these principles. Win With Words How to write compelling cold emails that cut through the noise. Think about how to use a few of these principles in a subtle way. Don’t start of the ‘sales alarm bells’… or you’ll email will get deleted! Win With Words 4. The Warren Buffett Technique Warren Buffett starts his presentations with bad news. Why is it a good idea to do this? 1. It’s good to get this over with first 2. It also gives everything else you say more credibility. Think about the context of your cold approach. What is the most honest thing you can say? How do you say that in the first line? 5. Differentiation Matters Every part of your email should be different to what everyone else is sending. Not just the start. Not just the subject line. The tone. The rhythm. Win With Words How to write compelling cold emails that cut through the noise. Win With Words The style. The size. The pitch. The Call To Action (or should you use one at all…?) What is everyone else sending? How can you be different in every single way? Even in parts that you may think are insignificant? 6. What’s Your Story? People very rarely say “I saw a great PowerPoint presentation the other day!” People often say, “S/he told this great story!” Do you have a compelling story that your prospect can be part of? Or are you just going to write them a boring advertisement. Are you writing as if you are speaking to one person individually? Or are you rehashing key statistics, industry trends, and speaking in bullshit jargon? One is compelling and interesting and entertaining. Win With Words How to write compelling cold emails that cut through the noise. The other is dull and boring and what everyone else is doing. Win With Words One of my key ‘stories’ I call “The ambitious underdog”. What’s your story? That’s it! These are the key principles I use. When combined in the right way - they are incredibly effective. Hopefully, this has given you some useful food for thought. Thirsty for more? Get my ready made email sequences, training videos, ebooks and buy consulting time with me by clicking here: https://bookme.name/charmoffensive Like this design? Contact Louise: studio@headhearthandsdesign.com Win With Words How to write compelling cold emails that cut through the noise.
