flipthescript.
co
CORE SESSION 1
COLD EMAILS
And How to Write Them in a Way that
Compels Your Prospects to Take a Meeting
Copyright © 2020 Flip the Script
AGENDA
01 How to Pick a “Reason for Reaching Out”
02 Structuring an Email
03 The 7 Pillars of Attractive Messaging
04 The 7 Deadly Sins of Messaging
01
Picking a “Reason for Reaching Out”
THE 5 PREMISE BUCKETS
1 2 3
Self-Authored Engaged Content Self-Identified
Content Traits
Webinars Liked Profile Line
Articles Shared Headline
Posts Commented Company Line
THE 5 PREMISE BUCKETS
4 5
Junk Drawer Company
Schools Attended M&A
Personal Interests Posts
Hobbies Blogs
Recommendations Hiring
Skill Endorsements Website Language
POSTBOUND PREMISES & SCENARIOS
01 02
Bucket #1: MENTION the Premise Bucket #2: DON’T MENTION the Premise
1. Content Downloads 1. Website Views
2. Event Attendees 2. Dark Funnel (G2, 6Sense, Bombora)
3. Webinar Registrants 3. Firmographic Trigger: Company Funding
4. High Value MQL 4. Firmographic Trigger: IPO
5. Executive Churn (UserGems) 5. Email Opens
6. Firmographic Trigger: Hypergrowth 6. Cold Outbound
7. Common VCs (To you & Customers)
8. Demoed in the Past
9. LinkedIn Engagement
PREMISE PAIRING
But more importantly
01 Postbound
Premise
Personalized
Premise Summary
One line in specific
02 Personalized Premise
Summary
Personalized
Premise Excerpt
02
Structuring an Email
HOW TO
STRUCTURE
AN EMAIL
Premise
What about the prospect
OR their company triggered
your outreach? (The reason
for my email is….)
HOW TO
STRUCTURE
AN EMAIL
Body
Mapping your company’s
value prop to the premise
of your outreach
HOW TO
STRUCTURE
AN EMAIL
CTA
Request ONE time to
unpack the content
mapped out in the premise
HOW TO
STRUCTURE
AN EMAIL
Push - Pull Technique
Either way...
03
7 Pillars of Attractive Messaging
THE 7 PILLARS OF ATTRACTIVE MESSAGING
1 2 3
Prospect-Centric Pain-Centric Pride Adverse
Only discuss What pains you Make the prospect
your prospect, not alleviate, not what the hero/authority
(YOUR COMPANY) pleasure you add ● Passive Submission –
Prospect Fandom
● Proactive Humility –
Accountability & Falling
on Sword
THE 7 PILLARS OF ATTRACTIVE MESSAGING
4 5 6 7
Fluidity Relevance Brevity Noticeability
Connecting Predicated on Never use 7 Getting an
Premise, Body Buyer words when open with
and CTA Persona 4 will do Subject Line,
without Bait
and Switch
04
7 Deadly Sins of Messaging
7 DEADLY SINS OF MESSAGING
PRINCIPLE PRINCIPLE PRINCIPLE
NO-NO NO-NO NO-NO
1 Being too casual 2 Wasted text 3 Being the authority
or too silly over the prospect
EXAMPLES EXAMPLES
EXAMPLES
1. GIFs 1. “I know you’re busy, but…” 1. “Let me know…”
2. “Hey Scott” 2. “Just want to follow up” 2. “Scott,”
3. The “List” 3. “Just want to circle back” 3. “I’d be happy to”
4. “I’d love to…”
7 DEADLY SINS OF MESSAGING
PRINCIPLE PRINCIPLE PRINCIPLE
NO-NO NO-NO NO-NO
4 Questioning the
Prospect’s Authority 5 Making Your Prospect
Feel, “Not-OK” 6 Glorifying
Yourself
EXAMPLES EXAMPLES EXAMPLES
1. “Are you the DM?” 1. “I’ve emailed you 7 times, but 1. “We are the …”
2. “I guess you’re not the you haven’t responded…” 2. “We are the #1…”
right person” 2. Mudslinging against 3. Social proof where
competitors your prospects use YOU’RE the hero
NO-NO PRINCIPLE EXAMPLES
7 Making your prospect “Do you know what we do?”
“Does that make sense?”
feel stupid
IN SUMMARY…
flipthescript.co
linkedin.com/company/flip-the-script
Copyright © 2020 Flip the Script
