3 Copywriting Mistakes that Kill Your Cold Emails

Posted by Posted on by

Email Copywriting Mistakes

Your prospects delete most of the cold emails sitting in their inboxes, and they’re probably deleting yours, too. Don’t confuse your prospects by sending unclear messages. Focus on benefit-driven emails that target their specific pain points.

Even if you have a solid product, your cold email campaigns often won’t work unless you craft persuasive email copy that evokes your prospects’ emotions and moves them to take action. 

Below are three common mistakes that turn off your prospects and tips on how to avoid making these mistakes in your next email.

Mistake #1: Your Cold Emails are About You, Not Your Prospects
Self-focused requests, like the following, don’t show your prospects that you’re concerned about their pain points.

“I just got off a great call with a prospect and they couldn’t believe how amazing [Company Name] is.

Do you want to book an hour for me to show you what [Company Name] is doing and how I can help your sales team sell more and faster?”

You only have three seconds to grab your prospects’ attention. The more space you waste talking about yourself, the less opportunity you have to convey the relevance of your product to their problems. 

Can it help them save time/money? Increase productivity? Simplify a complex task? 

 Make sure your cold email message is crystal clear about how your product can solve their problems.

Copywriting Pro Tip #1: Great sales copy conveys empathy. Put yourself in your prospects’ shoes. 
Cold emails like the one below stand out because they focus on the prospects’ needs and NOT the seller’s ego. Prove to your prospects that you’re a real human being offering something of value.

“I’d like to share a quick idea with you that has helped [Client Name] gamify their sales team and exceed their revenue goals.”

Showing a genuine interest in your prospects and engaging them in a real conversation about their business helps lowers their defenses and makes it easier for your prospects to say yes to your request.

Mistake #2: Relying Heavily on External Links and Bold Font for Attention
Your prospects aren’t fooled by gimmicks or cheesy tactics. Bold fonts and external links to client reviews don’t make crappy copy more appealing or believable. 

Cluttering your emails with too much junk, like the example below, distracts your prospects. Directing them to a video link or a white paper risks boring them. Their lost attention is never regained.

“The purpose of my call, was to show you this working for an existing client, and see what value this can have for you, the next step after that is testing this on your website, with no obligation and no cost so you can see actionable results from your own site, a list of businesses who have visited to learn more, but haven’t made that all important enquiry.

 70% of businesses will purchase from the first business they speak to, therefore statistically speaking this will give you a greater chance of winning that business. All the information we provide is in real time! 

Be sure to check out some fantastic testimonials at Client reviews and  Expert views

The problem with links are that they are only effective if your Call to Action to click the link is enticing and if the link’s content is valuable and ties back to your email’s Call to Action.  

The other problem with links is that you may risk giving too much away with your content. Your prospects’ incentives to respond to your email and start a conversation with you may be lower because you’ve already given them the content.

Copywriting Pro Tip #2: The most effective cold emails have a clean, straightforward message. 
The message below centers on an enticing benefit, reducing the time wasted on simple tasks. Compelling benefits are always more persuasive than flashy graphics and slick videos explaining the features of your product.

“How much time are you spending each week on {!Company}’s Salesforce reporting? 

I have a time saving hack that could dramatically reduce the time you’re spending each week on {!Company}’s Salesforce reports used by companies like [Client Name]  and [Client Name].

Do you have time for a short call this week?”

Mistake #3: Where’s Your Call to Action?
Calls to Action are the last impression your prospects have of you. Weak or missing call to actions don’t move your prospects to act. Your prospects aren’t going to respond to a cold email like the one below because it hasn’t given them a reason to.

“Could you point me to the person over your inside sales team?”

Without a clear CTA, your cold emails are a waste.

Copywriting Pro Tip #3: Before you hit send, ask yourself, “why would they respond?”
You need to show your prospects what’s in it for them. 

Emails like the example below incentivize your prospects to respond because they offer them something in return for their time.

“In exchange for a short call I’ll give you a few tips for improving {!Company}’s employee retention that we’ve learned from [Client Name] and [Client Name].”

Don’t leave your prospects hanging at the end of your cold email.

Once you’ve crafted a benefit-driven message that speaks directly to your prospects’ needs, don’t forget to proofread. 

Making silly spelling and grammar mistakes torpedo your cold email campaigns. 

Make sure you understand the difference between to or too and their or they’re. Mistakes like these turn off your prospects and cause them to lose trust in your abilities.


Would you like to know more copywriting secrets for writing cold emails that compel your prospects to respond every time?

The team at Salesfolk have written a new guide to help you transform your bland cold emails into unforgettable messages your prospects can’t ignore. Download  “Copywriting Secrets for Crafting Seductive Cold Emails” and start writing compelling emails! 

This is a guest post by Heather R. Morgan. She is the CEO of Salesfolk, a sales consultancy that specializes in helping B2B sales organizations start warm conversations with cold emails.  


5 Pitfalls to Avoid During CRM Implementation

Posted by Posted on by

pitfalls_crmlaura_blogC-levels and managers  are usually the first to understand the value that comes from having a unified customer view. They’ve developed ways to manage customer relationships by using Rolodexes, spreadsheets, or a pen and paper. But, it wasn’t until the late 1980’s when businesses started moving from a physical Rolodex to a more sophisticated “digital Rolodex.”

Enter CRM systems.

Using a Rolodex or a spreadsheet to manage customer relationships often lacked the strategy needed to build long-term relationships. When CRM systems were introduced, they provided businesses with a long-term strategy to proactively engage and manage customer relationships, close more deals and automate recurring tasks.  

One common misinterpretation of a CRM system implementation is that it’s seen as a one-time event and that upon purchasing the software license, all broken sales processes, lost leads and lack of follow through will be repaired. While a CRM system is designed to support your sales process, it will not, by itself, cause your business to grow. This is why you should treat your CRM implementation as a long-term, company-wide strategy and not as a one time event.

While C-levels and managers have the best intentions, CRM strategies often fail in the beginning of implementation. But why?

Here are 5 pitfalls you can avoid while developing your CRM strategy.   Read more

The Sales Pitch: 6 Ways to Turn Off Your Prospects

Posted by Posted on by

When you’re pumped with a lot of information about the product or service you have to sell, and your mind is swimming with images of over-enthusiastic and over-smart sales guys you see in the movies, it’s easy to fall prey to old habits instead of making a smarter, more innovative pitch to your prospects. Sales reps only get one chance to sell – and the words that tumble out of your mouth can make or break a deal. How can you turn your next client meeting or cold call into a positive experience for you and your brand? Here are six big no-no’s you should avoid:

1. ​The Sales Spiel: Stephen Schiffman in his book The 25 Sales Skills: They Don’t Teach at Business School, calls this long monologue by the sales rep, a product dump. A product dump is a nervous sales rep’s attempt to fill the awkward silence and is the most ineffective form of one-way communication with a prospect. A sales rep goes into the spiel mode either when he is new, nervous or when he puts his product over and above the customer. Your product can never trump your customer. The prospect tunes out because this is information he could read off the brochure or on your website. This approach is un-innovative and ineffective.

“Selling is not just show up and throw up!” – Mark Roberge [Tweet this]

The Sales Spiel

Read more

Improve Your Outbound Sales: 7 Tips From a Prospect

Posted by Posted on by

Want to improve your outbound sales game? I offer you the following 7 simple – but difficult!- ways to get better instantly. Simple but difficult? That’s no contradiction. The following 7 tips are easy to follow. They are very very simple concepts. You could apply all of them in one day. Today. Right now.

Yet, they will seem difficult. Why? Because they run contrary to what most people do every day. As a SaaS marketing executive, I get four to five sales pitches a day and I know what turns me off and what piques my interest. While not everyone is like me, I am also sure I’m not the only one.

Do your homework

Read more

Sales Gamification: 5 Toxic Sales Leaderboard Habits and the Middle 60%

Posted by Posted on by

This is a guest blog by Gal Rimon, the founder and CEO of GamEffective, a next-generation enterprise gamification company focusing on skillful change in organizations.

Many sales advice columns contain one recurring recommendation: a leaderboard. They suggest charting all sales people on a leaderboard and waiting a little for the leaderboard to sink in. They promise that as a result, sales numbers will hit the roof. Is this true?

Top 5 Toxic Sales Leaderboard Habits

Sales people are a competitive bunch, and a good sales contest can certainly motivate them. However, leaderboards are often misused – in sales situations and otherwise – with potentially nasty outcomes. Here are five toxic sales leaderboard habits:

Read more

Building Trust in Your Sales Team: 5 Takeaways from TED and HBR

Posted by Posted on by


Simon Sinek’s inspiring TED Talk about why good leaders make you feel safe got me thinking about the implications when it comes to running a business and a sales team. In his discussion, Sinek points out that the military gives awards to those who give their lives for others. We call them heroes, honor them with ceremonies and reward them with medals for their bravery and selflessness. Of course, these folks deserve to be recognized for their contribution.

Those who serve in the military understand that trust is what binds a team together. They’ve got each others’ backs and without that, they wouldn’t be able to carry out an assignment successfully.

When we talk about teams in business, it’s a different story. Often, those who are most outspoken are recognized and those who self-promote (even at the expense of others) are rewarded. Read more

4 Must-have CRM Integrations for Every Small Business

Posted by Posted on by

A good CRM software helps you organize your contacts and follow up with your leads till you close the deal. But a great CRM does a lot more. It helps you generate, capture, nurture and grow your business in a holistic manner. If you’re an entrepreneur, you know what I’m talking about.

When you’ve just started your business, you’re doing it all: sales, marketing, follow ups, execution. Zoho CRM is just like you – it can do it all. How? With some key integrations.

4 Must-have CRM Integrations

Read more