---
tags: Week 3, H3, M8
---
# Cold email structure

Ok, so you have your who, how, and why and you're now ready to write a kickass targeted cold email.

:::info
🤔 Where do you start?
:::

As with cold calling, there's no such thing as the "perfect cold message". The most effective cold message will depend on a variety of different factors, so we encourage you to test, learn and iterate to keep perfecting your cold messaging approach.

Having said that, there is a basic structure that most effective cold messages follow and that we want you to try.
 
## Meet the pain formula

1. **Relevant intro** - begin with a short, engaging, relevant intro.
2. **Pain** - start by explaining the pain - the problem - your company helps solve.
3. **Solution** - how are you going to solve that problem? Provide a short intro to your solution and how it solves the problem you mentioned before, ideally by sharing use cases with other clients and what benefit specifically they derived from working with you. If you have previous clients with big names, include them as validation.
4. **Call to action (CTA)** - include a low friction CTA at the end that makes it easy for your prospect to respond.

Let's hear it from Dom 👇

<div style="position: relative; padding-bottom: 56.25%; height: 0;"><iframe src="https://www.loom.com/embed/c71b7fd72c5741b9a626f1674a88cfc0" frameborder="0" webkitallowfullscreen mozallowfullscreen allowfullscreen style="position: absolute; top: 0; left: 0; width: 100%; height: 100%;"></iframe></div>

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Up for a summary? Here are the most important points at one glance.


## Tell a story
Now that you have an easy structure and framework to refer to, we want to bring up another equally important point regarding your email structure... it should tell a story 🗣️

We will cover this extensively in Module 8 as you dive deep into doing sales demos, but we thought it was important to at least highlight it here.

**One of the best ways to connect with people is by telling a story.**

Essentially, this is what the pain formula above does. To make the solution part of your mail effective, make sure you do NOT babble about your company's product features, size or history (nobody cares). What people care about is use cases and benefits. This is your sales story. So be sure to:

* 💡 Focus on use cases, not products or features
* 💡 Focus on the specific value you offer and lead with company examples
* 💡 Save your text as a template to be used and adapted across different channels

Here is a template of what this could look like 👇


And an example 👇

*Credit goes to Florian Keerl, one of our masterclass hosts at Hyrise (+10 years experience at Salesforce and ServiceNow). See the full slide deck on his masterclass in our sales knowledge base [here](https://www.notion.so/headstartacademy/Effective-storytelling-in-Sales-masterclass-hosted-by-Florian-Keerl-851a8740c10540afbc95594702ae8bcc)*.

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