why no one likes your cold emails

One of the biggest determiners of cold email success is friction.

Consider this:

You can be providing all the value in the world.

But if there is too much friction between a person and that value.

They won’t want it.

You can apply this principle to all areas of life and especially business.

It’s why get rich quick schemes will always be popular.

People want the fastest route to success with the least friction.

This leads me to the point of this email.

Not all value is created equal.

You will have seen me talk a lot on Linkedin, youtube or right here about a value led approach to cold emails.

It’s the best strategy and outperforms all others.

That said…

You need to weigh up your value vs friction and find a balance.

This is why it’s so important to write your cold emails with your prospect in mind.

Your prospect is sitting at a computer (just like you are).

Doing their work, day dreaming, trying to get to 5pm, thinking about the football match, angry about the argument they had they had with their partner.

They are human just like you.

Knowing this, the value you present to them has to be as frictionless as possible.

Meaning they can simply say: Yes

And the value is sent straight to them.

It’s why account audits and anything that requires the prospects input do not perform as well.

They cannot be bothered.

So next time you go to whip up a campaign.

Imagine yourself at the end of a long, boring day.

Your brain is fried and you want nothing more than to tell you boss to f*ck off.

Would you reply to your cold email?

-Tom

P.S. Our acquisition firm has partnered with 15+ B2B businesses in the past 12 months generating over $10 million in pipeline value by creating frictionless assets that create insatiable demand from prospects. If you’re curious how we could do that for you.

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