L: Long —> Emails that are more than ~100 words long usually feel heavy.
U: Unclear —> “short” sometimes ends up being “too short”, and you never get your point across. Or, you try to say too much and the email becomes diluted and the prospect isn’t sure what to focus on.
S: Salesy —> anything that doesn’t feel like “natural” conversation will trigger the alarm bells. For most of us in B2B sales, that means using language that’s overly corporate, formal, and/or (sometimes) aggressive.
T: Technical —> Many technical founders or salespeople with complex products tend to overcomplicate things in their first cold email. They try to explain all the “how to” instead of just checking in with the prospect and focusing on a single problem & solution.
C: Concise —> Keep your emails short. <75 words (even shorter if you can!)
A: Acute —> Focus on one problem & one solution.
S: Supportive —> Your tone should be polite, helpful, and a little uncertain.
E: Easy —> Will your prospect understand your email at 3 am? Use simple, direct, natural language as if you were describing their problem & your solution to a 5th grader.