In the last six months, I’ve sent over 100,000 emails. My “call booked” rate has 10x’ed from 0.04% to 0.4%. From that journey, I’ve noted down 7 keys to writing copy that converts to a call on your calendar. Here they are.

Subject lines

Keep your subject line relevant to prospect, it should hit on a REAL pain point.

Metrics talk

Include a metric you’ve improved for a company, or case study. e.g. [Namedrop biggest company you’ve worked with] saved X after implementing our Y.

Short and sweet

Use 100 words or less.

Don’t be corny

Stay away from corporate speak/sales talk. Their first interaction with you will be via email. That doesn’t build trust. And if the read your email and it’s full of sales jargon, their mind will instantly detect it as spam they should DELETE. And definitely no alliterations!

Remove friction

End with CTA that requires NO EFFORT on prospect’s side other than responding with “yes” or “sure”. This is important, if you drop your calendly link you’re making them do the work. REMOVE THE FRICTION FOR THEM!

Don’t bore them

No blocks of text. With keeping it under 100 words, this should be easy. And don’t bore them. Try workshopping it to be more concise after writing and do this a few times. You’ll never write the best version on the first draft.

Easy to understand

Write at a 5th-grade level. If you don’t know what this looks like, use GPT. Using big words will just add friction to readers.

These are the basics from a copy perspective. Now you know! However, if you want to improve try this. After writing your next email, come back to this page to double check that you followed all of these rules. You’ll likely spend thirty minutes making edits, and that’s how you become a better writer.

Happy writing! If you’d like to know more about specific topics, leave a comment.