---
title: "Context Matters"
url: "https://books.joshbraun.com/4/forsale/82/context-matters"
---

**CONTEXT MATTERS**

It’s shocking how many people send me cold emails that start like this:

“Hi Josh, I noticed you worked at Jellyvision from 2007 - 2018.”<br>
“HI Josh, It looks like you’re the founder of Braun Training.”<br>

That’s like saying, “Hi Josh, I noticed you breathe air.”

Saying something that’s obvious that didn’t need to be said falls flat. 

Why?

There’s no context.

What does the number of years I spent working at Jellyvision have to do with a problem or opportunity? 

The first question I ask myself when I read a cold email is:<br>
“Why are you emailing me as opposed to someone else?”

Here’s an example of a cold email with context:

“_Pete - It looks like you have 9 SDRs, which suggests you’re sending cold emails._

_I spoke to an SDR out of NC who’s booking 15 meetings a month (mid-market) with Directors of Benefits via cold email. No cold calling._

_Since you folks sell into HR, I thought you might be open to learning how she’s doing it._"

Feel the difference? <br>
The observation or context relates to the opportunity. <br>

The switch?<br>
No context → Context