Company decision makers receive 100+ cold emails per day. Unless you find a unique angle to stand out, you'll be sent to the junk folder like everyone else.

Offer creation and positioning is the hard part. Once you crack product-market-fit (PMF), distribution is easy. It's just a matter of getting your offer in front of enough eyeballs.

If you want cold emails that actually get replies—even though you’re sending to many people, you need to write each email like it’s for just one person.

Here is my framework:

1. Focus on Pain Points Instead of Just Profiles: Instead of targeting based solely on who your ideal customers are (like their job titles or industries), concentrate on their specific challenges or pain points.

2. Leverage Personalization: Effective personalization adds real value for the recipient. This could mean sharing industry-specific insights, helping them prioritize their challenges, or providing relevant research, survey results, benchmarks, or constructive feedback.

3. Handle Objections: Recipients often have objections that can make them ignore your email. It's important to know these common concerns and how your solution can help.

For example, if people hesitate because of cost, clearly explain the value of your solution and compare your pricing to competitors. You can ask current customers about their concerns, rank them by importance, and address the biggest ones in your emails. This approach can help reassure recipients and improve your response rate.

1. Hook: Ask a question, address a pain point, or demonstrate clear value.
2. Background: Show them exactly what you’re capable to do for them while answering the 1-2 most important objections.
3. Case Study: Leverage social proof as much as you can (very important)
4. Risk Reversal: (There's little to no risk for the client, focus on minimizing friction)
5. CTA: Pick one like scheduling a phone call or booking a demo. Make it yes or no.