Arnaud Renoux

The Scalelab | Scalelist

5 STEPS I USE
IN MY COLD EMAILS
TO GRAB MY PROSPECTS’
MIND
(INSTANTLY)
 Arnaud Renoux
The Scalelab | Scalelist

1. USE YOUR PROSPECT LANGUAGE:

Problem:

- 80% of Salespeople play solo.

- They want to say everything about their

product in an essay long...

- ... Hoping the prospect will say: “Yes let’s

jump on a demo”. 😂
But:

- Prospects will give you their time only if

there’s something for them in your email

- Using relatable language shows you

understand your prospects
 Arnaud Renoux
The Scalelab | Scalelist

Solution:

1. Visit forums where your prospects hang out.

Analyze the vocabulary/words they use

2. Interview your customers; Notice how they

speak

3. Know your prospects’ intents (hiring,

fundraising, growth, acquisitions etc…)
 Arnaud Renoux
The Scalelab | Scalelist

2. NO JARGON. USE SIMPLE WORDS.

Problem:

- Jargon = confusion.

- Using jargon doesn’t make you approachable

- Using jargon is assuming your prospect should

already be familiar with the terminology

- You can be perceived as arrogant.

And:

- Your prospects have their own problems. Make

it easy for them.
 Arnaud Renoux
The Scalelab | Scalelist

Solution:

- Write like an 8th grade: Simple

- Come up with a simple observation about

your prospect

- Make sure your prospect fully comprehends

your value proposition

- Read your email out loud.

If you’re out of breath or it’s not 100% clear to

yourself when reading, re-write it.
 Arnaud Renoux
The Scalelab | Scalelist

3. ACTIVE VOICE > PASSIVE VOICE

Problem:

- Using a passive voice makes your email

longer, and messier. Perfect for your prospects
to stop reading and never respond to you

- Using an active voice makes sentences more

direct, clear, and engaging, as it highlights the
doer of the action.
 Arnaud Renoux
The Scalelab | Scalelist

Solution:

- Ask yourself 1 question:

“Is it an email I would like to receive, read, and

answer positively?”

We’re all the prospect of someone. Put yourself

in your prospect shoes
 Arnaud Renoux
The Scalelab | Scalelist

4. SHORT > LONG COLD EMAILS

Problem:

- Nobody on earth goes to their inbox expecting

to read an essay.

- Your prospects have less and less time and

receive more cold messages every year

- Detach yourself from the mass

- Short emails are straight to the point, easier to

remember, more likely to be read and
answered.
 Arnaud Renoux
The Scalelab | Scalelist

Solution:

- Remove filler words. If you can understand the

sentence by removing a word, delete it.

- Go straight to the value proposition

 Arnaud Renoux
The Scalelab | Scalelist

5. USE YOU / YOUR

Problem:

- Your prospects think about themselves.

- Too many “I”; Not enough “You”

- Your prospects take up their time and attention

span to read your email

- Write an email that makes sense for them, not

you: “What’s in there for them?”
 Arnaud Renoux
The Scalelab | Scalelist

Solution:

- Focus on the intent/observation

- Understand their problem

- Highlight your solution based on their pain

- Light call to action

 Arnaud Renoux
The Scalelab | Scalelist

TL;DR

#1 Use your prospect language

#2 No jargon. Use simple words.
#3 Active Voice > Passive Voice
#4 Short > Long cold emails
#5 Use You / Your
Arnaud Renoux
The Scalelab | Scalelist

ATTENTION IS THE NEW OIL.

SHORT, CATCHY, AND PROSPECTS-

CENTRIC ARE YOUR TOP 3 COLD
EMAIL OPTIONS.
Arnaud Renoux
The Scalelab | Scalelist

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