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  • Writer's pictureBoban Nišavić

Our New Leader to Follow on LinkedIn - Josh Braun on his Two Types of Cold Emails

Updated: Apr 13, 2023

"Here’s a big mistake I see in cold emails.

See if you can spot it.

There are two types of cold emails:

1. What “we do” emails.

2. What “you can do” emails.

Here’s what a “we do” email sound like this:

“Hi James. My name is Carlos with ACME. Shooting you a quick note since we've helped many small business owners streamline their accounting.”

Here’s what a “you can do” email sound like this:

“James, it looks like you have at least ten W-2 employees. Is your accountant aware of the recent changes to the Employee Retention Tax Credit? Not sure if you qualify, but we recovered 26k per employee for ACME & BETA, which was missed by their accounting firm. Worth a quick analysis?”

Feel the difference?

The first email is focused on what the company does.

The problem? No matter what you sell, your prospects are getting the job done without you. They’re making progress.

Since your prospect already has an accounting firm, they secretly think, “I already have an accountant. Delete.”

The second email illuminates a problem the prospect might not be aware of, making them secretly scratch their head and think, “Hmm, I’m not sure.”

What do you know that your prospect doesn’t know?

Shift from telling to illuminating.

From what we do to what you can do."

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