Writing Cold Emails that People Want to ReadOr … How to Bring a Cold Prospect Back from the Dead

2.7 seconds

Subject: Creating white papers

Vanessa:

Hello! I’ve run into the Kuno Creative website several times, and I’ve been meaning to contact you. Based on work I’ve done with other marketing firms, I know that the need for content marketing specialists is strong – and it’s something that traditional agencies struggle to provide. Demand has never been higher for companies like Kuno Creative. And although you have several writers on staff, is it enough to keep up with the workload?

I ask because I create content for companies across various market segments – from healthcare to manufacturing. One of the reasons clients use my services is that I help them get more accomplished in less time, for terrific results.

In fact, I recently created a handy template called the “White Paper Planning Guide.” It’s based on the procedures I use when creating white papers, to ensure I’m working as efficiently and effectively as possible. I think you might find it useful.

I was delighted to find multiple such quick-start guides and worksheets on your own website. I’m thinking we may be kindred spirits. Should we be talking?

Let me know if you’re interested in the template, and I’ll forward you a copy right away.

All the best,

Beth

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Elizabeth CarterFreelance Writing SolutionsCommunicate with Precision. Office: 630.637.0013Cell: 630.330.9825 Winner: 2012 APEX Award for Publication ExcellenceSee samples of my latest work here!

The perfect prospecting emailYour goal: Get the prospect to request your information

1. Who you are and how you got their name: relevance

2. Why they should care: top of mind issue

3. What you have to offer: your content

4. How to get it: easy to say yes

Step 1Who are you?

Who are you?

• Referral?

• Saw their name in industry news?

• Conducted an online search?

Subject: Creating white papers

Vanessa:

Hello! I’ve run into the Kuno Creative website several times, and I’ve been meaning to contact you. Based on work I’ve done with other marketing firms, I know that the need for content marketing specialists is strong – and it’s something that traditional agencies struggle to provide. Demand has never been higher for companies like Kuno Creative. And although you have several writers on staff, is it enough to keep up with the workload?

I ask because I create content for companies across various market segments – from healthcare to manufacturing. One of the reasons clients use my services is that I help them get more accomplished in less time, for terrific results.

In fact, I recently created a handy template called the “White Paper Planning Guide.” It’s based on the procedures I use when creating white papers, to ensure I’m working as efficiently and effectively as possible. I think you might find it useful.

I was delighted to find multiple such quick-start guides and worksheets on your own website. I’m thinking we may be kindred spirits. Should we be talking?

Let me know if you’re interested in the template, and I’ll forward you a copy right away.

All the best,

Beth

--

Elizabeth CarterFreelance Writing SolutionsCommunicate with Precision. Office: 630.637.0013Cell: 630.330.9825 Winner: 2012 APEX Award for Publication ExcellenceSee samples of my latest work here!

Step 2Why should I care?

What is top of mind for this prospect?• Specific industry/professional challenges

• Strategic initiatives/future plans

• Trigger events/milestones

Subject: Creating white papers

Vanessa:

Hello! I’ve run into the Kuno Creative website several times, and I’ve been meaning to contact you. Based on work I’ve done with other marketing firms, I know that the need for content marketing specialists is strong – and it’s something that traditional agencies struggle to provide. Demand has never been higher for companies like Kuno Creative. And although you have several writers on staff, is it enough to keep up with the workload?

I ask because I create content for companies across various market segments – from healthcare to manufacturing. One of the reasons clients use my services is that I help them get more accomplished in less time, for terrific results.

In fact, I recently created a handy template called the “White Paper Planning Guide.” It’s based on the procedures I use when creating white papers, to ensure I’m working as efficiently and effectively as possible. I think you might find it useful.

I was delighted to find multiple such quick-start guides and worksheets on your own website. I’m thinking we may be kindred spirits. Should we be talking?

Let me know if you’re interested in the template, and I’ll forward you a copy right away.

All the best,

Beth

--

Elizabeth CarterFreelance Writing SolutionsCommunicate with Precision. Office: 630.637.0013Cell: 630.330.9825 Winner: 2012 APEX Award for Publication ExcellenceSee samples of my latest work here!

Why are you an expert to be trusted?

• Experience with similar challenges

• Similar mindset to the prospect

• Proven results, awards, recognition

Subject: Creating white papers

Vanessa:

Hello! I’ve run into the Kuno Creative website several times, and I’ve been meaning to contact you. Based on work I’ve done with other marketing firms, I know that the need for content marketing specialists is strong – and it’s something that traditional agencies struggle to provide. Demand has never been higher for companies like Kuno Creative. And although you have several writers on staff, is it enough to keep up with the workload?

I ask because I create content for companies across various market segments – from healthcare to manufacturing. One of the reasons clients use my services is that I help them get more accomplished in less time, for terrific results.

In fact, I recently created a handy template called the “White Paper Planning Guide.” It’s based on the procedures I use when creating white papers, to ensure I’m working as efficiently and effectively as possible. I think you might find it useful.

I was delighted to find multiple such quick-start guides and worksheets on your own website. I’m thinking we may be kindred spirits. Should we be talking?

Let me know if you’re interested in the template, and I’ll forward you a copy right away.

All the best,

Beth

--

Elizabeth CarterFreelance Writing SolutionsCommunicate with Precision. Office: 630.637.0013Cell: 630.330.9825 Winner: 2012 APEX Award for Publication ExcellenceSee samples of my latest work here!

Step 3What you have to offer

What content will showcase your solution?

• Case study

• Tool: Checklist, template, self-assessment

• Article, blog post

Subject: Creating white papers

Vanessa:

Hello! I’ve run into the Kuno Creative website several times, and I’ve been meaning to contact you. Based on work I’ve done with other marketing firms, I know that the need for content marketing specialists is strong – and it’s something that traditional agencies struggle to provide. Demand has never been higher for companies like Kuno Creative. And although you have several writers on staff, is it enough to keep up with the workload?

I ask because I create content for companies across various market segments – from healthcare to manufacturing. One of the reasons clients use my services is that I help them get more accomplished in less time, for terrific results.

In fact, I recently created a handy template called the “White Paper Planning Guide.” It’s based on the procedures I use when creating white papers, to ensure I’m working as efficiently and effectively as possible. I think you might find it useful.

I was delighted to find multiple such quick-start guides and worksheets on your own website. I’m thinking we may be kindred spirits. Should we be talking?

Let me know if you’re interested in the template, and I’ll forward you a copy right away.

All the best,

Beth

--

Elizabeth CarterFreelance Writing SolutionsCommunicate with Precision. Office: 630.637.0013Cell: 630.330.9825 Winner: 2012 APEX Award for Publication ExcellenceSee samples of my latest work here!

Step 4How to get it

Your ONLY Goal

To get the prospect to request your information!

Subject: Creating white papers

Vanessa:

Hello! I’ve run into the Kuno Creative website several times, and I’ve been meaning to contact you. Based on work I’ve done with other marketing firms, I know that the need for content marketing specialists is strong – and it’s something that traditional agencies struggle to provide. Demand has never been higher for companies like Kuno Creative. And although you have several writers on staff, is it enough to keep up with the workload?

I ask because I create content for companies across various market segments – from healthcare to manufacturing. One of the reasons clients use my services is that I help them get more accomplished in less time, for terrific results.

In fact, I recently created a handy template called the “White Paper Planning Guide.” It’s based on the procedures I use when creating white papers, to ensure I’m working as efficiently and effectively as possible. I think you might find it useful.

I was delighted to find multiple such quick-start guides and worksheets on your own website. I’m thinking we may be kindred spirits. Should we be talking?

Let me know if you’re interested in the template, and I’ll forward you a copy right away.

All the best,

Beth

--

Elizabeth CarterFreelance Writing SolutionsCommunicate with Precision. Office: 630.637.0013Cell: 630.330.9825 Winner: 2012 APEX Award for Publication ExcellenceSee samples of my latest work here!

BONUSThe Perfect Follow-Up

Next StepsNo Contact?

1. Phone call 2 business days later

2. Second email 5 business days after the voicemail

Contact?

• Look for an opportunity to arrange a meeting

• Make it an ETO – Easy Try Offer

• Focus on the benefit of meeting, NOT your service!

Roundup Tips• Be super focused, super relevant

• Talk to a peer – one-on-one, personal

• Ask yourself: Does this look like marketing? Would I open this email? Would I respond?

• Never apologize!