CRISPY COPY

What’s the difference between these two cold emails?

Email A:
“Hey Josh - We help sales training companies like yours drive leads. I wanted to learn how you handle lead generation at Braun Training and show you what we’re working on. Are you available for a brief call Thursday at 3 pm EST?”

Email B:
“Hey Josh — Looks like you run cold call workshops for tech teams with 12+ reps.

Came across Pete Jones, Director of Business Development at [Company X].

He’s in the market for cold call training. They’ve hired 7 SDRs in the last 3 months and raised a $3.2M Series B in January. Imagine they want to get reps singing the same song on the phones.

Found this intel through 6sense. I have 8 more tech sales teams in the same boat that seem to fit your ICP. Interested in going over them?”

The difference?

Message A is generic.
Message B is specific, or “crispy.”

When you’re crispy, prospects secretly think, “You get me. What do you have?”

The secret to crispy copy?

Segment your list.
Niche down.
Go even further.

Now you’re speaking to everyone who does cold call workshops for teams with at least 12 reps.

It’s personal, not just personalized.

Most lists are too generic, which makes cold emails sound like Message A.

Segment your list - skyrocket response rates.