Never Write Cold Emails Without Doing This If You Want A Reply.

Here's the one thing about cold email that we want to remember is that person who is the right person who opens this email, I would just have you— and by the way, this came from years and years of cold calling decades ago, right? When we didn't have the internet— well, we had it, but the internet wasn't the primary vehicle. We had to call President Zimmer. So remember, I get a lot of experience from the days that I had to call President Zimmer, not just email him. So I remember all the calls, and I remember the, the through line is that they were busy, they weren't expecting my call, they didn't know who I was. If I did get them on the phone, I had to earn the right for every word, right? So one of the things that we did on the phone, which I'm not suggesting you have to do in email, one of the things we did in cold calling a long time ago was the first thing we would say is when the phone was picked up is— again, I wouldn't back then, it sounds odd, but we'd never use their last name. So let's just say his name was John. We would simply say, hey, it, you know, usually a person who will answer the phone, they'll answer the phone, hi, this is John. They won't answer the phone, hi, this is President Zimmer, unless maybe you're government or something like that. But, hi, this is John. And I would simply say something like, John, hey, it's Darrell over here at MindShift. Have I caught you at a bad time, or do you have a moment to speak? So what I'm doing is giving this person the respect that I probably caught them at a bad time, or do you have a moment to speak? That's an alternate of choice. An alternate of choice allows the brain to make a decision about whether to continue or not. More often than not, the answer was, who is this and what is this regarding, right? That's normal. But what that did was it extended the conversation by another sentence or two. "Great, John. My name is Darrell Evans. I'm at MindShift. I'm wondering if you're grappling with or struggling with this problem?" If I know the problem well enough, I don't have to ask him more than that. They say yes or no. And if I get it right, great. If I get it wrong, "No, we're not grappling with that." "Okay, great. Thank you for your time." "Well, what do you mean?" That's all I need. "What do you mean?" "Well, maybe." And they're wondering, how the hell did you know that, right? And then what that does is get me to the next sentence. Again, that's why I say every sentence in the email email is moving the buyer, the reader, to the next sentence. You have no room for excess words or heavy words, even if they're the right word, right? And so, good thing today we have these tools— Grammarly, ChatGPT, Claude. All you got to do is say, okay, here's the email, now turn it into something that's going to fit a 5th, no more than 8th grade reading level, and then it'll start to change the words. You still have to look at the word to make sure it's still contextual to what you want to say, But every person we call or email that doesn't know that they were expecting the call or email, they're busy, they're doing something, and we have to earn the right to keep the sentence structure going. The one thing that I would recommend on super cold email is I wouldn't ask them to commit to a meeting in that first email. The first thing we— it's a lot to commit to. So what we want to do in super cold email is just try to get a reply. And to get a reply, you just want to— you want to get the problem, you want to agitate it. And this is going to sound a tad bit counterintuitive, I wouldn't introduce introduce the actual solution in an ice cold email. Are you, are your nurses experiencing like blank, like blank, like blank? Then you know they might face more pain. We've built something. I'm wondering if I could share more detail. You can phrase that a few ways. I'm wondering if I could send you more info, share more details. And all you're trying to do is get them to hit the reply button and say yes, tell me more. The last email I talk about there is called the 9-word email. Obviously you're sending more than 9 words here, but it has, it the same sort of desire, which is they're busy. They might be the right person. They don't know who we are. They get pitched every day. They're going to have some cognitive load. They got to make a decision quickly because let me tell you, the delete button is the first button I hit when I'm opening email. I'm just telling you. And that's just, by the way, that was direct mail. That was email. That's email. That's direct mail, physical mail, phone call. I'm hitting the eject button because I got too many things to do. Everybody's like that. So if we ask for— if we know the problem, that their person, that if we know the problem they're facing or their people are facing and we get them to identify with 1, 2, or 3 things, you just simply say, we've built something that we think could help solve that. Could I tell you more? Can I send you more details? You're asking for permission. But to me, all those cold calls taught me was be respectful and understand nobody gives a damn why I called unless I can make sure that they identify with the problem, right? That's why our ads start with the callout and the problem. Callout, and the problem. If they don't care about the— if they're not the right person who has that problem, they should skip the ad, they shouldn't read your email, etc. That's why I go back to that last part, which is the subject lines. I liked the— that sentence in your email better as a subject line because it was super duper clear.