The Win With Words

Magic Email
Cheat Sheet
My secret weapon for opening
business opportunities.

Jon M Buchan

Win How to write compelling cold emails

With that cut through the noise.
Words
 Win
Magic Email Cheat Sheet With
Words

Greetings Reader!
Welcome to your magic email cheat sheet.
This cheat sheet will provide you with some great
insight – and you may be able to piece together your
own ‘magic’ copy from this information alone.
That’s fine with me.

Hit my Facebook group to get even more tips and

tricks relating to cold email and direct mail!

Win How to write compelling cold emails

With that cut through the noise.
Words
 Win
About Me With
Words
My name is Jon Buchan.
I run a company called Charm Offensive.
We create creative campaigns that get cut-through for
all kinds of businesses.
We have clients in all sectors and of all sizes.
It’s great fun.
This is my first foray into selling information products.
As you can probably tell by this not so beautiful looking
cheat sheet.
It’s the words that matter.
And being able to get responses like these:

Win How to write compelling cold emails

With that cut through the noise.
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 Win
With
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Win How to write compelling cold emails

With that cut through the noise.
Words
 Win
With
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Win How to write compelling cold emails

With that cut through the noise.
Words
 Win
With
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This cheat sheet provides the key principles you need

to know how to write emails just like mine – and get
responses just like the ones above.

Win How to write compelling cold emails

With that cut through the noise.
Words
 Win
Magic Email Cheat Sheet With
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The Key Principles

The Key Principles

1. Impact, Communication, Persuasion
2. Stand Out
3. Principles of Persuasion Science
4. The Warren Buffet Technique
5. Differentiation Matters
6. What’s Your Story?

Win How to write compelling cold emails

With that cut through the noise.
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 Win
1. Impact, Communication, With
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Persuasion
So many cold approaches fail because they go
straight to persuasion.
The very first line starts with something like … “We’re
the best people in the world at X… We’ve worked with
X client and are ground-breaking X technology is a
world’s first…”
YUCK! Of course that gets deleted!
Your job is to sell the idea that a call or meeting with
you is not a bad idea. Not to give every little detail –
or to sell your entire offering in one go. Those steps
come later…
Dave Trott talks about this when talking about effective
advertising.
He brings it down to a level anyone can understand.
Imagine for a moment that you wanted your other half
to make you a cup of tea or coffee.
You first need to make impact.
“CATH!”
That gets her attention.
The communication is next…

Win How to write compelling cold emails

With that cut through the noise.
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 Win
“Cath, will you make me a cup of tea?” With
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However, that’s not very persuasive.
“If you make me a cup of tea, I’ll take the trash out”.
The same rule applies to direct mail or cold email.
You need to make impact first.
You need to stand out.
Your prospect likely gets a ton of other emails – and
they all look exactly the same.

You need to
make IMPACT.
It’s the single most important thing you should
focus on.

Getting cut-through is everything.

Without that, it doesn’t matter how good your
communication is. It doesn’t matter how persuasive you
are. It doesn’t matter how good your product or service is.

Win How to write compelling cold emails

With that cut through the noise.
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Most people think persuasion is the most With
important. You need people to actually see and Words
read and listen before you can communicate
and persuade.

Win How to write compelling cold emails

With that cut through the noise.
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2. Stand Out With
Words
The brain recognises patterns.
If your prospect has 50 sales emails in their inbox, you
need to do something special, clever, funny or unusual
to get their attention.
You have to be different to everyone else.
This is why a lot of sales emails don’t work.
Everyone writes the same thing.
Even professional copywriters are guilty of this.
Even the most persuasive copy won’t be read if your
approach is bland.
By blending in – your share of mind is the same as
everyone else’s.
Being different means you have to risk being disliked.
To be remembered, you have to take chances. Not
everyone will like you.

By standing out – you occupy a different part of the

Win How to write compelling cold emails

With that cut through the noise.
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 Win
brain to all the other messages that are bland With
and similar. Words
When you position yourself, you reposition
everybody else.
This is important. It also means you’re much more likely
to get a reply. You are novel. Original. Unique. Funny.
Clever. These are all good qualities.
Some people find this impossible to deal with – and
those people don’t have much success with direct mail,
cold email, creating adverts or anything like that.
Trott’s teachings apply to all media.
From direct mail, to radio, to television, to display
advertising, to social media…. One thing doesn’t change
– the person. The customer. The human. Everything
else is just a device to reach that person.

Watch Dave Trott’s series – The Art Of Persuasion

https://www.youtube.com/watch?v=tYsPAGj6_hU

Win How to write compelling cold emails

With that cut through the noise.
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3. Principles With
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of Persuasion Science
Robert Cialdini’s book ‘Influence – The Psychology of
Persuasion’ is HUGE.
I once used these principles to convince journalists
to cover an infographic entitled “How To Influence
And Persuade” – using the very techniques on the
infographic. My most ironic case study.

Here is an explanation of each principle.

Reciprocity

Win How to write compelling cold emails

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Liking With
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Scarcity

Win How to write compelling cold emails

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Authority With
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Consensus

Win How to write compelling cold emails

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Consistency With
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Think of how you can use these principles in your

messaging.
A good video to watch on this:
https://www.youtube.com/watch?v=cFdCzN7RYbw
You don’t need to use them all.
Beware: Going overboard with these principles may
make your email will look like everyone else’s.
This is a famous book. It’s in everyone’s ‘formulas’ to
use this.
They think just using these principles is enough.
It once was. Now everyone is using it. As such – you
lose IMPACT just using these principles.

Win How to write compelling cold emails

With that cut through the noise.
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Think about how to use a few of these principles With
in a subtle way. Don’t start of the ‘sales alarm Words
bells’… or you’ll email will get deleted!

4. The Warren Buffett

Technique
Warren Buffett starts his presentations with
bad news.
Why is it a good idea to do this?
1. It’s good to get this over with first
2. It also gives everything else you say
more credibility.
Think about the context of your cold approach.
What is the most honest thing you can say?
How do you say that in the first line?

5. Differentiation Matters
Every part of your email should be different to what
everyone else is sending.
Not just the start. Not just the subject line.
The tone.
The rhythm.

Win How to write compelling cold emails

With that cut through the noise.
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 Win
The style. With
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The size.
The pitch.
The Call To Action (or should you use one at all…?)
What is everyone else sending?
How can you be different in every single way?
Even in parts that you may think are insignificant?

6. What’s Your Story?

People very rarely say “I saw a great PowerPoint
presentation the other day!”
People often say, “S/he told this great story!”
Do you have a compelling story that your prospect
can be part of?
Or are you just going to write them a boring
advertisement.
Are you writing as if you are speaking to one person
individually?
Or are you rehashing key statistics, industry trends, and
speaking in bullshit jargon?
One is compelling and interesting and entertaining.

Win How to write compelling cold emails

With that cut through the noise.
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The other is dull and boring and what everyone With
else is doing. Words
One of my key ‘stories’ I call “The ambitious
underdog”.
What’s your story?
That’s it!
These are the key principles I use.
When combined in the right way - they are incredibly
effective.
Hopefully, this has given you some useful food for
thought.

Thirsty for more?

Get my ready made email sequences, training videos,
ebooks and buy consulting time with me by clicking
here: https://bookme.name/charmoffensive

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Win How to write compelling cold emails

With that cut through the noise.
Words