Sales Schema Framework

• PP1 - Greeting and commonality
  • While everyone else is launching into a sales pitch or false compliment, you are introducing the commonality that led you to reach out.
    • e.g. I noticed we may know a few people in the agency space.
    • e.g. I'm reaching out since I saw we're both in NY (I'm on UWS).
  • This should answer the reader’s immediate question: why are you, an unknown person, are emailing them in the first place?
    • e.g. I wanted to connect and be a resource
• PP2 - Intro to company with clear/concise value prop (no sales or marketing)
  • This should be something short that answers who you are and what you do.
  • If you are name dropping past clients try to make them relevant to your targets.
    • Ex. Name a few Fintech companies if that’s your target vs. naming companies in multiple verticals.
• PP3 - Request a casual call
  • The copy should allow the reader to feel that you are not going to force them into a sales pitch if they take the call. They should get the feeling you truly want to get to know each other and share insights.
  • Include the target’s WIIFM (What’s In It For Me?). This should not be disguised as the service you provide but instead highlight your experience in their industry and your thought leadership.

Best Practices

• Keep copy to 3 paragraphs 
  • Greeting and commonality 
  • Why you reached out
  • Punchy value prop
  • Subtle proof
  • Clear CTA 
• Avoid:
  • Superlatives
  • Words you would not say in conversation
  • Spam keywords ie. money, ROI, $, etc. 
  • Links 
  • Images
  • Multiple confusing CTAs ie. “click here”+ “let me know”+“book a call” etc.
  • Formatting and fonts (keep plain text) 
• Signature Block
  • Name
  • Title
  • Phone
  • Biz Address