If you want to consistently generate responses from your cold emails, you can’t give the entire game away immediately in your “pitch”.

Introducing your entire offer in your cold email will most likely not work above the level of chance (AKA law of averages).

For most prospects, just the mental image of the entire engagement, and potential price commitment, is off-putting.

If you pitch your solution straight away, your prospect is going to imagine all the headaches, costs, and problems (objections) that your solution will bring with it. 

Moreover, pitching the entire offer straight away signals a significant commitment down the line.

I used to make the same silly mistake.

We used to A/B test different value propositions and the results were often just marginally improving. 

If I could go back in time, I’d start doing one thing immediately: LEAD MAGNETS

Instead of pitching your entire offer in your cold email, introduce a lead magnet – something that brings immediate value, either by:

1) solving an urgent pain/problem now (instant gratification)
2) or something that brings about a new perspective 

Here are some use cases and examples of effective lead magnet ideas.

If you are…

eCom email marketing agency 

1 or 2 prospect- or industry-specific email templates

Cold calling agency

Outline of your best cold call pitch structure, specific to their business

SaaS

Free trials or pre-recorded demos

Facebook ads agency

Example ad copy with creatives specific for their business, or competitor FB ads report with improvement suggestions

Build your own lead magnets!

Saying “YES” to a lead magnet is low commitment and easy.

Lead magnets that provide value quickly, and don’t ask for too much commitment, will outperform your full “core offer” pitch in cold emails. Guaranteed.

Your cold emails must be optimized for the next step in the sales process – a positive reply.

Make saying “YES” as easy as possible, and the results will come.