They look, read, and feel like sequences and templates.

The prospect should feel like your email was only for them.

Here’s how to make that happen:

1️⃣ Talk your message out loud with a colleague

Speak from the prospect’s point of view. Describe your problem. Describe what it would be like if you didn’t have that problem. Describe how other companies are solving that problem.

There you go. Problem and result. The basic formula for any great message.

Transcribe bits and pieces of that conversation and you have your cold email.

2️⃣ Don’t start by creating a template or sequence

Write a fully customized email to an actual prospect first. Then pick apart the pieces that should be personalized and leave the parts that can scale.

The scalable parts become your templates.

3️⃣ Read your completed email out loud.

If you need to take a breath in the middle of a sentence, it’s too long. If it sounds funky because you don’t talk that way, make it more conversational.

I shared these tips and many more on one of my new favorite sales podcasts.

Check out Sales IQ with Luigi Prestinenzi.


Listen to full interview in iTunes and Spotify.


Join the conversation on LinkedIn here.


Join me and 42 of the top sales speakers and quota-carrying reps on the Think Outside the Script summer tour.
Here are three ways we can help you with your prospecting:
  • Reply Method GuideA proven messaging structure for increasing response rates and setting more meetings from your cold outreach.
  • Think Outside the Script. A membership to help B2B sales professionals with modern strategies and tactics to land more meetings with your ideal clients.
  • Work together. Get help motivating your team and arming your reps with modern prospecting strategies and tactics. Let’s talk about training and coaching.