CHEAT SHEET

10 Laws of Copywriting
For Cold Email Prospecting and Sequencing

1 Learn How People Make Decisions

(Inbox Triage)
6 Short, Choppy Copy
Is your email as short as it could be? Can you
People use their inbox as a to-do list. Are you trim pronouns, adjectives, or use abbreviations?
doing enough to stand out in their inbox?

2 Uncover the Selfish Benefit

Make it all about your recipient. Are you answering
7 Be Specific
Read your email from your prospect’s POV. Is
the question “What’s in it for them?” it clear what your company does?

3 Tell a Great Story

Are you painting a picture for them that shows
8 Nail the Subject Line
Is your subject line creating curiosity? If not,
their current state and an ideal state you can get try calling out direct reports or cost of inaction.
them too?

4 Write Like You Talk

Read your email out loud? Does it sound natural 9
Use Social Proof
(That’s Relevant)
or too formal? Does it sound like you? Are you building credibility with a case study
that is relevant to them?

5 Use Their Words, Not Your Words

Do your research. Do you know how your buyers
10 Address Objections Upfront
What push back are you expecting to get? Are
are talking about their own products? you addressing that in your email?

Cold Emails That Connect

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