a) Buyer`s journey method:
One way of crafting a great cold email is to have in mind the 3 stages of the buyer`s journey:
You use the “From” line & subject line to create AWARENESS about a problem/opportunity the prospect is interested in.
You use the introduction & value proposition to give your prospect a solution to CONSIDER for his problem or make him consider an opportunity.
You use the call-to-action + signature to urge your prospect to take action/make a DECISION.
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b) The AIDA method:
The AIDA model is also a great frame for cold prospecting as it represents the engagement stages a person goes through when he/she is presented with an advertisement.
A- ATTENTION
Grab the recipient`s attention to a particular message.
Include elements of urgency, spark curiosity, and provide personalization.
You can also appreciate your recipient for a recent accomplishment or present a trend/event that is recent and relevant in the industry/region.
I – INTEREST
Hold the subject`s interest.
Offer help for a pain point.
D – DESIRE
Create a desire for your product/service by stating their benefits and how it will help the prospect`s problem.
A – ACTION
Insert a clear call to action.
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c) The PPP method:
P – PRAISE
Start your email with a genuine compliment;
P – PICTURE
Paint a picture of before and after your product/service;
P – PUSH
Give the recipient a bite of the benefits your product/service can offer and intrigue him/her to want to discover more.
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