Justin Michael's cold email improvement tips

Justin Michael’s rules to improve your emails:

1. No spaces or paragraphs

• Keep it compact, like a text message.

2. Brevity

• Under 50 words, ideally under 25.

• Consider putting the entire email in the subject line.

3. Emotional resonance

• Focus on pain and fear, as prospects are risk-averse.

4. Storytelling

• Show a before-and-after scenario.

5. Innuendo

• Use phrases like "struggling with," "challenged by," "irritated that."

6. Social proof

• Mention recognizable clients, but avoid unrealistic claims.

7. Differentiated value proposition

• Highlight how your solution is unique.

8. Specificity

• Avoid vague ROI claims like "200% increase."

9. BS Check

• Test your email with friends/colleagues for authenticity.

10. Humor or gratitude

• Add a touch of personality.

11. Structure

• One Call to Action (CTA) per email.

• Focus on one main concept.

Good vs. Bad Email Example

Bad:

"Hi John, We work with banks to increase profit margins by 65% using AI. Can I get 15 minutes on Tuesday or Thursday at 10 a.m. or 1 p.m.? Best, JM"

Good:

"Hey John – We help Acme Federal predict overdraft fees and unlock $3.2MM in annual profit. Could we help you with bad creditors' risks? Worth exploring? -JM"

3 qualified meetings from 19 emails sent

Alan Ruchtein shares how he booked his meetings:

1. Target audience

• Define Ideal Customer Profile (ICP) and Buyer Persona.

• Analyze successful deals.

• Use a buyer persona matrix to pinpoint pain points.

2. Crafting the message

• Tailor messaging for each persona and pain point.

• Use frameworks like PAS (Problem-Agitate-Solution) & BAB (Before-After-Bridge).

Structure:

• Problem Observation

• Problem Agitation

• Solution/Value Proposition

• Interest-Based CTA

• Optional PS

A/B test different formats and subject lines.

3. Building the list

• Use Apollo for a targeted prospect list.

• Validate emails.

• Segment by ICP and Buyer Persona.

Relevancy beats "Spray & Pray.

Josh Braun's cold email tips

Josh Braun points out that most cold emails use numbers, but numbers aren't memorable.

Solution: Use stories to create emotional connections.

1. Tell a story of change: Show the prospect's "before" and "after."

2. Use this framework:

   • With A, you do B, and C happens without D.

3. Examples:

   • Uber: "With Uber, you press a button, and in 15 minutes, a car takes you where you want to go without taking out your wallet."

   • Notion: "With Notion, you can categorize and find LinkedIn posts later without endless scrolling."

   • Calendly: "With Calendly, you paste a link and schedule meetings without back-and-forth emails."

Facts are forgettable; stories stick. Use the framework to craft compelling cold emails.