How to Rewrite Sales Emails to Avoid Ghosting

Dear AEs/BDRs: Prospects aren't ignoring your emails because they're rude or uninterested. They're ignoring you because responding feels like work. Here's what most reps don't understand about being a prospect: Their reality: - Fighting fires they didn't even know existed yesterday - Team asking for approvals on 5 different things - 200+ emails sitting in their inbox right now - Back-to-back meetings until 4pm - Quarterly planning due this week And you want them to reply to your cold email? Here's the brutal truth: They probably ARE interested in what you're selling. They CAN see how it might help. They KNOW they need to explore new solutions. But the thought of: - Responding to your email - Scheduling a meeting - Sitting through a demo - Explaining it to their team - Getting budget approved - Managing an implementation. All of that is what makes them want to delete and move on. So they don't respond. Not because your product is bad. But because engaging feels like climbing a mountain when they're already exhausted. The main 1 reason prospects ghost? It's not that they don't care. It's that responding requires energy they don't have right now. What reps don't understand: - Prospects aren't evaluating your email in a vacuum - They're evaluating whether THIS is worth their time RIGHT NOW - Every response feels like committing to a 6-month project - Inaction is always easier than action Want to actually get replies? Stop asking and start giving: 1. Make it EASY Don't ask for a meeting in your first email. Offer a 2-minute Loom video walking through how you'd solve their problem. Send them a free resource they can consume on their own time. The less friction, the more replies. 2. Make it SAFE Share a case study link they can review without talking to you. Offer a no-pressure "just sending this over" email with zero ask. Let them engage on their terms first. Remove the fear of commitment before they even reply. 3. Make it LIGHT Don't make them explain their pain to you. Show them you already researched it. Don't ask vauge questions, come showing you are a trusted expert. 4. Make it WORTH IT Show them the quick win in the first 30 days, not a 6-month ROI. Share a real example from a customer in their exact situation. Give them something they can use TODAY even if they never buy. Prove you're valuable before asking for anything. The best emails I've replied to? They didn't ask me for a meeting right away. They gave me something useful first. They made it easier to engage than to ignore They understood that my silence wasn't rejection. It was activation energy. Reps: Your prospects aren't against you. They're just tired and overwhelmed. Meet them where they are. Eat the complexity for them. Make responding the easiest thing they do all day. Found this useful? ♻️ Repost this for your network to check out & follow me for more

When I started doing "offer anchoring" in my cold emails, my prospects actually started booking calls instead of ghosting me. Most cold emails fail because they're too vague about what you actually deliver. The best performing cold emails anchor your offer to something tangible and easy to visualize, something your prospect can immediately understand and want. Here are 2 examples of transforming vague promises into concrete, results-based offers: Instead of "We build custom software solutions for businesses" Try: "We can build custom software that automates your inventory tracking, saving 100+ labor hours per month and adding Enterprise Value to your business." Instead of "We help with social media growth" Try: "We'll generate 100K views & 10K followers on TikTok in the next 90 days, just like we did for Client X." Your aim here should be specificity. Your prospect needs to see exactly what they're getting and how it will impact their business. I've found that anchoring works best when you include at least one of these elements: - Concrete numbers (10K followers, 100K views) - Specific timeframes (90 days) - Case studies ("just like we did for Client X") This simple shift transforms ghosting into responses because prospects can actually visualize the outcome of working with you. Focus on anchoring your offer to something tangible, valuable, easy to say yes to.

I’ve trained hundreds of sales reps over my career. Here’s the exact framework I use to write good cold emails from start to finish: 1. Lead with the pain not the pitch The goal of a cold email is to start a conversation, not close the deal. It’s to reflect back a real pain your buyer is already feeling often before they’ve articulated it themselves. No one cares about your product. Especially not in the first touch. They care about themselves and their problems. The biggest mistake I see reps make is trying to close too early. They shove value props, case studies, feature sets, and “we help companies like…” I always come back to this: “No pain, no gain, no demo train.” You’re not here to educate. You’re here to trigger recognition. To make them nod and go: “Yeah, we’re feeling that.” 1. Write like a human The best cold emails don’t have long intros. No “hope this finds you well.” Just a clear, honest attempt to connect over something they care about. Let’s say we’re targeting agencies running 10+ client accounts. Here’s how I’d start: “Hey — I saw you’re managing multiple clients. Curious if you’ve had to deal with deliverability issues lately, especially with the new Google/Microsoft changes. Is this on your radar?” That’s it. No pitch. No product. Just a relevant question that hits a live pain. You don’t need clever. You need to be clear. 1. Structure matters (but keep it stupid simple) I’m not into formulas. You don’t need a 7-step framework to write a good email. You need to understand the buyer and speak to them like a peer. Think about it like this: Line 1: Show you’ve done your homework. Line 2: Bring up a real, relevant pain. Line 3: Ask a question that invites a reply — not “yes.” If your email looks like a blog post, you’re doing it wrong. The goal isn’t to explain. The goal is to start a conversation. 1. Use follow-ups to build narrative (not nag) Most follow-ups sound like this: “Just bumping this to the top of your inbox.” “Not sure if you saw my last message.” Useless. Instead, think of your cold email sequence as a way to diagnose pain over time. Email 1 brings up the initial problem. Email 2 digs into what happens if it doesn’t get solved. Email 3 introduces that you might have a solution, if they’re open to it. Each message earns attention and adds value. Follow-ups shouldn’t be annoying. TAKEAWAY Conversations > conversions. Relevancy always wins.