Writing Emails That Create Emotional Connection

💡 SALES EMAIL DONE RIGHT💡 In a sea of uninspired sales emails, here’s one that actually got a response and here’s why: 📖 𝗠𝗮𝘀𝘁𝗲𝗿𝗳𝘂𝗹 𝗦𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴 𝗮𝗻𝗱 𝗧𝗵𝗲𝗺𝗲 This email had a clear, creative theme from start to finish. They played on my last name, connecting it to Roman strength, warriors, and resilience. They sustained this narrative with precision, showing a level of creativity you rarely see in cold outreach. Solid 10/10 on storytelling. 🎯 𝗛𝘆𝗽𝗲𝗿-𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝘁 𝗗𝗲𝘁𝗮𝗶𝗹𝘀 This wasn’t just surface-level personalization. They referenced a networking event we both attended at Commerce Roundtable: the Gaslamp Ghost Tour I went on with my wife and baby. That level of detail shows an actual connection. It’s the kind of personalization that can’t be faked. 💬 𝗖𝗹𝗲𝘃𝗲𝗿 𝗦𝘂𝗯𝗷𝗲𝗰𝘁 𝗟𝗶𝗻𝗲 𝘁𝗵𝗮𝘁 𝗔𝗰𝗸𝗻𝗼𝘄𝗹𝗲𝗱𝗴𝗲𝘀 𝗣𝗿𝗲𝘃𝗶𝗼𝘂𝘀 𝗜𝗻𝘁𝗲𝗿𝗮𝗰𝘁𝗶𝗼𝗻𝘀 The subject line, "Sometimes a human needs to step in when AI fails us," directly referenced an email I had roasted from their company a few weeks ago here on LinkedIn. Instead of ignoring it, they leaned into it with humor and humility, showing they were receptive, aware, and ready to improve. 🔍 𝗖𝗹𝗲𝗮𝗿 𝗩𝗮𝗹𝘂𝗲 𝗣𝗿𝗼𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗦𝘁𝗿𝗼𝗻𝗴 𝗖𝗮𝗹𝗹 𝘁𝗼 𝗔𝗰𝘁𝗶𝗼𝗻 Despite the creative touches, they didn’t lose sight of the main goal. They laid out clear, concrete points on how their service could solve specific pain points in our shipping claims process. And their ask was simple: a 15-minute call to show how it would work for BattlBox. Direct, respectful of my time, and confident in the value they could provide. This email didn’t just make contact; it made a connection. That’s what sets a truly effective sales email apart from the rest. #Sales #Storytelling #Personalization

A year ago, I was that guy—writing copy that sounded like a university thesis. Buzzwords, jargon, and enough fluff to fill a pillow factory. My readers? Confused. My conversions? Nonexistent. Then I stumbled upon brands like Moosejaw and BarkBox. Their copy felt like a friend texting me, not a robot pitching me. That’s when I realized: conversational copy isn’t just “casual.” It’s strategic. It builds trust, makes you memorable, and (most importantly) gets results. Here’s how brands like these taught me to write copy that clicks with people: Conversational copywriting is all about writing like you're talking—no jargon, no sales-y pitch. But how do you nail it? Here’s a guide based on brands that get it right. Thread 🧵 1/ Moosejaw Fun and quirky copy that hooks you instantly. Examples: ✔️ “We love NFTs (Nacho Fun Times).” ✔️ “Remember to season your concrete after shoveling snow.” ✔️ “No, our website isn’t powered by hamsters in wheels… yet.” Takeaway: Don't be afraid to let your personality shine—it’s what makes people remember you. 2/ BarkBox What do they sell? Adorable joy for dogs. ✔️ They use relatable humor + 100% satisfaction guarantees. ✔️ They speak their audience's language—dog parents, not just dog owners. Takeaway: Know your audience. Write for them, not at them. 3/ Innocent Drinks Natural products, natural tone. ✔️ They use ultra-specific details like “botanical” to emphasize quality. ✔️ They lean on transparency to eliminate buyer anxiety. Takeaway: Be real, and get specific—your audience will trust you more. 4/ OkCupid DTF? They redefine it. ✔️ Their copy flips expectations. ✔️ They invite users to define their version of dating. Takeaway: Play with cultural norms to create an emotional connection. 5/ Gymit Copy that feels like a casual gym chat. ✔️ They make gyms approachable—not intimidating. ✔️ The honesty in their tone makes them relatable to everyone, not just fitness buffs. Takeaway: Use language that removes barriers for your audience. 6/ Lego Timeless yet relevant. ✔️ Nostalgia meets values. ✔️ One ad paired a retro toy with a modern message about equality. Takeaway: Tie your brand’s history with current values to create powerful storytelling. Conversational copy isn’t magic—it’s empathy. Think: What would your audience actually want to hear? Then say that.

I was talking with some sales reps last week in the 30 Minutes to President's Club community about making problem propositions a little "crispier." (H/T to Makenna Turner for that term) I've been thinking about this ever since... Even when the problems are articulated well, there's not usually an emotion tied to them. People buy emotionally. The best way to connect with them is not just by showing them you know their problems, it's by being able to empathize with how those problems make them feel. ❌ What most reps say: “Most marketers juggle too many disconnected tools, making it hard to track ROI.” ✅ What actually resonates: “You’re putting in all this work, but at the end of the day, leadership still sees marketing as a cost center. You know the impact you’re making, but you can’t prove it—and that’s frustrating.” See the difference? The first statement is true, but the second makes you feel something. Here's how you can work through this. Write down: 🔹 What your prospect is struggling with (the functional pain) 🔹 How it makes them feel (the emotional impact) 🔹 How they wish things could be different Then lead with the emotion—the frustration, the friction, the fear of missing out. You want to picture them nodding their head or, better, taking a deep sigh of relief that they feel seen. That's how you connect with strangers and stop sounding like other sales reps. The best sales I've ever made have had this emotional connection, and they lead to more loyalty too. I'm not sure why I hadn't made this direct connection sooner... What do you think?

Take notes, folks. Seriously. And show that you care. I was once pitched by a vendor and, in conversation, the sales rep learned my wife, pet human and I are big travel buffs. I mentioned a trip we had planned for a few months down the road, and also told him that we didn't need his product at that time, but it could be a good fit down the road. I also mentioned we were evaluating some competitors, and obviously weren't in a big rush to make a decision. He sent me an email thanking me for the time, and also included the name of a restaurant in the city we were headed to that he heard was awesome. About a month later, he sent me another email. The only thing in it was a recommendation for another place to eat during our trip. 4 months later, an email with the subject line "How was the trip??" landed in my inbox. There was no text in the body. I bought from him later that month (after filling him in on our trip, obviously). We all know you want to get the deal - so do I - but you’re better off nurturing the process rather than rushing a decision. Some buyers need more time. On top of that, if a potential client feels like you know them as real people...not just prospects...they’ll be more inclined to give you the bidness. It's the way the world works. Do you need to establish a strong use case, prove that there will be ROI (or COI per Jen), and all of that stuff? Of course. That's table stakes. When you personalize that connection with customers and create an emotional relationship, you get closer to a sale. Especially when you're in the midst of a competitive sale.