034. Crafting a Great Email, with Laura Lopuch

Introduction

• Laura's first email tip: write so the recipient will imagine how their life could be
• How to discover a love of email as a paralegal
• Realizing skills, eight years later
• The benefits of setting weekly email goals
• Treat email correspondence as a journey
• Wait 2 to 3 business days before the first followup
• Two types of cold email: making a pitch and making a connection

Anatomy of a Cold Email

• Where are people with your problem going to talk about their problem?  
• Explain why you chose the recipient over everyone else
• Start a close relationship with your contact and compliment them
• Prove a hypothesis, they should agree with each statement you make
• All of those small yesses lead toward a yes on the big ask
• Avoid exit language
• Avoid asking for more than one thing

Tools

• Streak, CRM for Gmail
• Boomerang
• Crystal Knows

Laura Lopuch online

• @waitingtoberead on Twitter
• lauralopuch.com
• How to double your conversion rate on cold outreach, a recap of Laura's talk at Microconf
• How to Optimize for Replies on Your Cold Emails on Laura’s blog
• I used cold emails to 14x my freelance copywriting business. Here’s how. on Copy Hackers