MBA1888 Guest Teacher – Laura Lopuch – How to write a winning cold email

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Hey oh. Welcome to the $100 MBA show, the place you go to get better every single day at Business with our daily 10 minute business lessons for the real world. I'm your host, your coach, your teacher Omar Zenholm. I'm also the co founder of Webinar Ninja, an independent software company I started with my co founder back in 2014 and today's episode is a guest teach episode. On our guest teacher episodes we bring on an expert to teach their area of expertise. Today we have copyright expert Laura Lopich and she'll be teaching you how to write a winning cold email. In business, you're gonna have to reach out to people that have never heard of you. Whether you're trying to secure a powerful potential partnership, build a relationship with a potential client, or you're just trying to build your network, the art of writing a cold email is one you should really try to master. The thing about cold emails is that you just can't write them like every other email. And that's what Laura's here to teach you how to do. She's going to teach you what are the things you need to think about, what to consider and how to approach cold emails in an effective way. That gets you results, that gets you opens reads and replies and you got the expert on the Topic to teach you how Laura launched and grew her business by 1,400% using only cold emails. So let's get into it. Let's get down to business.

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Today's guest teacher, Laura Lopich, is a fantastic copywriter. In fact, I met her in person because she was speaking at an event that I absolutely love, which is called microconf. I met her in 2019 in Las Vegas at that conference and I was super impressed with all the great tips and strategies she shared in a presentation when it comes to cold emails. So when she reached out to our show to offer a guest teacher lesson, I was like, heck, yeah. So you guys are in for a treat. Laura's going to share with you some simple strategies, some simple things to keep in mind when you're sending out cold emails. How to put them together, what to think about, what to cover, how they're different from other types of emails you send. I'm going to pass you on to Laura so she can get into all those details in her lesson. I'll be back to wrap up today's episode, but for now, take it away, Laura.

Hey, everyone, I'm Laura Lopich. I am a cold email and pitch expert. Thank you so much for joining me. Today I'll be teaching you how to write a winning cold email. So let's dive in. So maybe you've sent like a cold email with the expectation that it will be a winner, that it will go over just as well as a normal email that you send. Or maybe you write it in the same way that you do a normal email, but then when you send that cold email, you don't get any results like opens or new clients from that cold email. And it kind of feels like you're maybe emailing the Internet's trash can because of the total lack of results that you're getting and you wonder what's going on. I thought this would work. I've heard so many stories about cold emails and how they work so well for all these companies. Well, here's the secret. You don't write a cold email the way you write every other email. Instead, you answer your reader's question, what's in it for me? That's their number one question that they need you as the cold email writer to answer for them as the cold email reader. And this question, what's in it for me? Is a very human question. We actually filter every request through this question. Like if your spouse asks you to unload the dishwasher or your friend asks you to help them out with a project, you hear those requests and say, hmm, what's in it for me? And that determines how you will respond. Your cold email reader is the exact same way. And the problem with so many cold emails is it doesn't answer that question, what's in it for me? For the reader. But here, now you might be wondering, like, okay, great, that's awesome. I need to answer that question. But how? How do I answer that question? And you do that by using the relevancy method. This method boils down to forget personalization. Instead, be ultra relevant to your cold email reader's dreams, problems, or fears. To be successful. Relevancy gets to your cold email reader's motivations. They're foundational reasons for doing something it's not superficial, like personalization and style. Studying your cold email with company name and first name to strike up this artificial relationship. No, relevancy is about knowing your cold email reader's problem that you can solve for them, which is why you're sending them a cold email. So here's how you get started using the relevancy method. There's four steps to it. First of all is discovery. Second is strategy. Third is write the email. 4 is send and follow up on the cold email. So first of all, discovery, this is where you get to know the person on the other side of the screen, the one who you're emailing, that human being, that person who's reading your email and responding to your words on the screen. So who is this person? What do they like? What problem do they have that you might be able to solve for them? How could you solve that problem for them? How is this problem manifesting in their life, in their business? What kinds of things is this problem keeping them from doing that they might want to do? And then second out of that comes your strategy. And this is the part where you figure out how you're going to write the email. Do they like jokes? Do they not like jokes? What kinds of connections do you have with this person? How could you potentially help them solve this problem? And then third, you're going to write your cold email. And based off of the first two steps, discovery and strategy, writing the email will come together because you already have a good feeling, good idea of who this person is on the other side of the screen reading your email. You know how to phrase the language, you know what words to use, what words not to use, right? You wouldn't pitch your mom the same way you would pitch your best friend. Heavens, I don't think you would use the same language in that same pitch to either one of those people. I definitely wouldn't. I don't think I would get the answer I would want if I pitched my mom the same way I would pitch my best friend. So that's step number three. You write the email based on the discovery that you did in the first step and the strategy on how you're going to approach that person that you did in the second step. And then fourth, you're going to send and follow up on your cold email. Not sending your cold email and letting it linger in a Gmail drafts folder is not doing anyone any good. You're only going to figure out if you have a winning cold email if you send it. So please send it and then please follow up on it. Do a follow up in the same thread and make sure you follow up because there was A stat from 2019 that said said business professionals get an average of 180 emails per day. And then I saw a stat that said email usage and sendage is on the rise thanks to Covid. And that has gone up about 30% the number of emails sent every day. So in conclusion, your email reader's inbox is kind of busy. So please follow up on that cold email because that will help your cold email reader prioritize your cold email and help them understand that you are saying that this cold email is important enough for you to follow up and you are anxiously awaiting their response. Cool. Okay, so what are three big mistakes? I see entrepreneurs make a lot with cold emails. Well, the first mistake is making the cold email about themselves and not the reader. Here's the thing. Nobody cares about you. I'm sorry to say it that bluntly, but they only care about themselves. Every human filters every request they get through that one question, what's in it for me? You're actually no different. I'm no different. And when you write a cold email that answers that question for your reader, it's so much easier for them to say yes. So much easier because you're smoothing that path out for them. You're answering the question for them and helping them say yes. The second big mistake I see entrepreneurs make a lot is not being clear in their cold email. A confused mind doesn't act or convert. Instead, that confused mind gives up. It's too much work. It hits delete. Think of any question or or like confusion in your cold email as a roadblock that prevents your cold email reader from saying yes to you. So be clear. And to do that, you need to be specific. Don't use like blanket terms like marketing or growth. That can mean a lot of different things to a lot of different people depending on where they're at in their business. For example, marketing could mean posting on social media, doing Instagram stories, producing a podcast, writing a blog post every day, sending out an email to their subscribers. That's like what, five different things that falls under the umbrella of marketing. Not to mention all the other countless things that you can put under that umbrella of marketing, like case studies, white papers, webinars. You know, the list goes on. So be clear. Be very clear. Help your cold email reader understand what you're talking about and be specific. The third big mistake I see entrepreneurs make is letting fear prevent them from sending that cold email. Think of your cold email as the solution to your reader's problem. When you follow the relevancy method and do that first step of discovery, you will likely figure out what your cold email reader's problem is and how you can potentially solve it. That is all your cold email is, is a connection point, a spark of conversation between you and your cold email reader to see if, hey, looks like you have this problem, I might be able to solve it for you. That's what your cold email is all about. Okay, as a recap, you learned the number one question your cold email needs to answer for your reader. And that question is what's in it for me? Please answer that question for your cold email reader. What's in it for me? It's so important. You also learned about the relevancy method, which is about being ultra relevant to your cold email reader's dreams, problems, or fears in your cold email. That's how you put together a winning cold email using that relevancy method. And you also learned the three big mistakes that I usually see entrepreneurs making with cold emails. I put together a special gift for you. You'll get two cold email templates to get started. Sending cold emails the right way. Sending winning cold emails right out of the gate. Go to lauralopich.com 100 MBA that's 100 MBA. And so that's it. Thank you so much for joining me today. It was an honor talking to you. And now back to Omar.

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What a fantastic lesson by Laura Lopich. Listen, your learning doesn't have to stop here. Go ahead and grab her free cold email template that she's gifting to all our listeners. Just go to Laura Lopich. That's Laural O puch.com100mba as I was enjoying her lesson, I was just reminded of how many cold emails I get every day. I get literally dozens. On a slow day I have like 20 or something. But every once in a while I would say probably every once every few months. As I'm going through those emails, one catches my eye because it's well put together, it's well written, a lot of the strategies that Lore talks about are implement and many times those emails end up being partnerships, sales or relationships I've built throughout the years. And I'm speaking from the receiving end now. I don't do that much cold emailing that much anymore, but I still do it from time to time. So I'm going to definitely bookmark this episode so that I can make sure I can review it the next time I send out a cold email. Thanks so much for listening to the $100 MBA show. If you love what you hear, hit subscribe so you don't miss another episode. We got a ton of great lessons coming up this week and by hitting subscribe you get the next episode automatically right on your device. Before I go, I want to leave you with this. As Laura mentioned, our inboxes are becoming more and more crowded. A very busy, busy place. So you got to put an effort in the way. You craft a cold email so you can get noticed, so you can stand out from the noise. It's worth the extra effort. It's worth the extra time and thought because that first impression really makes a huge impression and a long lasting one. One that people remember. And if you can master the art of cold emailing, this is going to open up so many doors for you and so many opportunities in terms of written communication. Thanks so much for listening and I'll check you in tomorrow's episode I'll see you then. Take care.

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