It’s challenging to write cold emails people reply to. Cold outreach can feel like shouting into the void, hoping someone—anyone—will respond. But here’s the truth: most cold emails fail because they all sound the same. And if your emails are hitting that dreaded “Delete” button faster than you can hit “Send,” it’s time to change your approach.

Here’s how to make your cold emails impossible to ignore.

The Problem with Most Cold Emails

Think back to the last cold sales email you received. It probably went something like this:

“Hi, I’m [Name]. I work for [Company] and we’re amazing at [Service]. We’ve worked with [Big Names]. Let’s talk about how we can help you!”

Sound familiar? That’s because 99% of cold emails follow the same formula, with the same boring pitch about how amazing they are. They’re all about them—and it shows.

If you want a response, you need to flip the script. Stop making it about you, and make it about your prospect. Start by removing these classic cold email mistakes.

4 Things People Get Wrong in Cold Emails (And How to Fix Them)

1. It’s All About You, You, You

Look, nobody cares that you’re the best at what you do—at least not right away. Prospects are busy, and an email that starts with a brag about your company isn’t doing them any favours. Instead, make it about them from the get-go. Your goal is to help, not to grandstand.

📝 Pro tip: Start by acknowledging their challenges or showing an understanding of their industry. Establish common ground before jumping into why you’re worth their time.

2. Jargon That Doesn’t Connect

Too many people think they must impress with big words and fancy lingo. In reality, that’s the fastest way to get ignored. Remember, you’re emailing a person. Keep it simple. Keep it real.

📝 Pro tip: Imagine explaining your pitch over coffee with a friend. If it doesn’t sound natural spoken aloud, don’t write it in an email.

3. Making Assumptions About Their Needs

One of the most common pieces of advice is to “solve a problem” in your outreach. But here’s the thing: How do you know what their problem is if you haven’t even spoken to them? Instead of assuming they need precisely what you’re offering, go in with curiosity. Avoid pushing a solution when you’re not even sure if it’s relevant.

📝 Pro tip: Ask questions. Express a genuine interest in their situation and let them share their needs.

4. Boring, Formulaic Writing

Your email’s rhythm should capture attention, not lull them to sleep. The typical “cold email template” feels stale. Break out of the mould and try a story, a personal anecdote, or even a bit of humour to stand out.

Example: Years ago, a guy called Jon buchan wrote a “drunk cold email” (yes, really). It was honest, funny, and completely disarming. That email landed him a bunch of meetings he thought were way out of his league.

📝 Pro tip: People are drawn to personality and authenticity. Take a risk and bring some personality into your writing.

Cold Emails People Reply To: Disarm, Engage, Persuade

If you’re ready to overhaul your approach, try this three-step framework:

Step 1: Disarm – Make an Impact

Your only job in the first few lines is to get their attention. If they don’t read past your first sentence, it doesn’t matter what the rest says. Ditch the sales fluff and start with something genuine and unexpected.

Example: “Hey [Name], I know cold emails probably drive you nuts, but I promise this isn’t your usual ‘let me pitch you for 30 minutes’ kind of message.”

Disarming honesty goes a long way. Prospects are more likely to keep reading if you’re upfront and authentic.

Step 2: Engage – Say Who You Are and Why You’re in Their Inbox

Once you’ve disarmed them, keep up the authenticity. Introduce yourself, but keep it light. Imagine explaining what you do in simple terms to a friend. Avoid reverting to “corporate speak” here; keep it conversational.

Example: “I’m Aaron, a copywriter who helps businesses make their outreach way more fun and way less ‘blah’.”

Be yourself. If you try to sound too formal or “professional,” you’ll lose the personal connection that got their attention.

Step 3: Persuade – Show Value without a Hard Sell

Here’s where you can make your case, but remember—no hard sell. If they’ve made it this far, you’ve earned the chance to present your offer in a low-pressure way. Show them you’re here to add value, not just make a sale.

Example: “Could I steal 15 minutes to review one of your latest campaigns? I’ll give you a few tips on the copy, or you can tell me to take a hike—your call. 🙂”

The goal is to offer something useful without any strings attached. If they find value, they’re more likely to reach out when they need more help.

Quick Recap for Your Next Cold Email

1. Disarm: Start with honesty. Make them curious enough to keep reading.
2. Engage: Be relatable, clear, and avoid corporate jargon.
3. Persuade: Offer value without coming on too strong.

Try This for Yourself

Next time you’re about to send a cold email, take a few minutes to run it through this framework. Does it sound like something you’d actually respond to? Are you making it about them, not you?

Remember, cold outreach is more about connection than conversion. Make an impression, keep it human, and the responses will come naturally.

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