Prospecting from the Trenches

Prospecting from the Trenches

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Prospecting from the Trenches
Prospecting from the Trenches
#69: The SINGLE most important thing you MUST get right when writing a cold e-mail

#69: The SINGLE most important thing you MUST get right when writing a cold e-mail

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Florin Tatulea's avatar
Florin Tatulea
Apr 20, 2024
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Prospecting from the Trenches
Prospecting from the Trenches
#69: The SINGLE most important thing you MUST get right when writing a cold e-mail
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Hi Friends,

One of my former BDRs Jared Dietz got some awesome public praise on a cold email he sent the other day. So good that even Josh Braun had to share it :)

Here it is:


This email is fantastic for a number of reasons. Not to mention that it uses a lot of what I teach in my email conversion machine course ;)

  1. It’s well researched and calls out a specific trigger that is timely (Matthew is hiring for a BDR role).

  2. It articulates the problem in a very clear and concise way

  3. It has social proof (that’s relevant)

  4. It provides value in the P.S. + shows personalization

and for the main topic of today…

5. IT TIES THE CONTEXT FOR REACHING OUT TO THE PROBLEM.


A stressed-out salesperson sits at a cluttered desk, deeply focused on writing a cold email. The person is a Caucasian female in her late 20s, with long blonde hair and wearing glasses. Her outfit is a gray business suit with a slightly loosened tie. The desk is filled with papers, a laptop open with an email draft visible, and a cup of coffee. The expression on her face shows anxiety and the weight of pressure, under dim office lighting, highlighting her intense focus.
“ChatGPT: Draw me a disgruntled salesperson writing a cold e-mail”


Most reps that I coach have a hard time doing this but it is the most important part of an email.

Researching and finding a trigger in itself is usually pretty easy.

Describing a problem is usually pretty simple also.

Being able to tie these two together is the magic that usually leads to whether a meeting is booked or not.

Let’s break this down for the email above:

Trigger/Signal: Org is hiring for a BDR Role

Problem: Connect rates are low and BDRs waste a lot of time calling people that won’t pick up

The magical sentence here that ties the trigger to the problem and answers the “WHY YOU, WHY NOW” for the prospect is this:

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