Truth: Writing is challenging for everyone.
Also true: It doesn’t have to be.

Whether you’re in school trying to write an expository essay or, in the corporate world, drafting memos, presentations, or a simple email, writing is a necessary skill. If you’re in sales, many of the items that need to be written are cold lead emails. In them, you aim to share impactful nuggets of information designed to pique the recipient’s interest in hopes that it will move your email relationship to one conducted via phone.

Success is in the basics of the sales process.
Starting with an understanding of who your ideal customer is and how your product meets their needs will allow you to keep the focus on their pain points. Your introductory email needs to share information about your product and company and how it might help them quickly.

Keep in mind that your contact is busy.
Writing long form prose might seem like a good idea, but with each additional sentence, your chance of losing them rises.. Shakespeare wrote, “brevity is the soul of wit.” In modern times, it is also a requirement in business communication. Keeping your verbiage simple can also be achieved by avoiding technical jargon, business-speak, or confusing sentence structure.

How many emails should you have prepared as touchpoints? Conventional wisdom says eight, but it depends on what you’re selling. MaverickApp Wingmen have seen engagement after just one email, but have also seen it take as many as 33 emails (yes, that’s right, 33! to close a deal.

Map out your sales cycle to determine the right number of emails you need.

Email 1: A friendly, introductory email designed to get your reader to take action. You’re not closing the deal here; if you are, we’re hiring!. Use this email to generate positive feelings about your company, yourproduct, and perhaps inspire a click or response.

Email 2 to… well… however many you need: We recommend sending information slowly and building up to a grand finale near the end of the cycle. This is a simple way to create urgency. If you know a lead typically takes two months to become a customer, schedule your first touchpoints evenly throughout early days in the cycle. Then, closer together as the typical cycle comes to a close.

Don’t forget about the subject line!
The best-written, most cleanly designed email can be instantly archived without a subject line that immediately captures the reader’s interest. Your subject line needs to be clear, and reflective of the content of the email. Think to yourself: If you were your reader, would you open this email?

Speak your reader’s language by including industry-specific terminology and possibly links to case studies as well as testimonials. Consider also including brief “feel, felt, found” statements that allow recipients to relate to current product users. Pro tip: Always personalize the email using their name, company name, and more if you have it..

Questions to answer in your series of emails:
Why are other customers buying? If you’re not sure, asking loyal customers why they initially put their trust in you is a definite must..
What pain points did you offer to solve that made them sign on the dotted line? How did your product meet their needs?
What benefits and value do you bring that competitors do not? This could, and should, go beyond just the features of your product. In business, people buy because of the person selling to them.

End with a call to action.
What do you want them to do? Call you, reply to you, download a whitepaper, complete a form,, or register for a webinar? Make it clear what you want them to do – and if you’ve done your job, they’ll do it.

At the end of the day, nothing is final.
Make sure to continue to improve on what works and make changes to the things that are not. Your product and your audience will evolve over time, and so should your communications. Find and use a tool that lets you track opens, replies, and more (like MaverickApp!) to view and act on the statistics that matter most to you. Success leaves clues and numbers never lie.

As you can imagine, success is in the follow up. Once you have your email series set up and scheduled to go out, you’ll have more time to engage with your current customers, create new offerings… or do anything that’s NOT writing more sales emails!

If you’re not sure what you want to say or how to phrase it best, book a demo with our Wingmen and ask about MaverickApp’s pro template writing service.