My 3-Step “Ninja” Process For Writing D*rn Good Cold DMs (Example Included)
YEOW! Tej here with CopyClass #04. This one is about how to write darn good cold DMs/emails that get favorable responses like…
“I get cold DMs all the time, but this is the best one. Well done. Let’s talk tomorrow?”
Instead of vibe-killing responses like…
“F OFF! UNSUBSCRIBE! TAKE ME OFF YOUR LIST”
(We’ve all got these ha!)
Difference between these two responses could be five figures, six figures, seven figures and beyond (over time).
The BIG PROBLEM?
Most people unknowingly shoot themselves in the foot and end up with the latter responses when they could be receiving the former…
… if they just made a few small tweaks.
But NOT YOU, my friend… NOT YOU… for you’ll learn the subtle art of writing darn good cold messages inside this copy class.
So let’s get into it…
Here is my secret 3-step process for writing darn good cold emails/messages! (very important skill to master):
STEP 1) Identify a conversation your target is already thinking about/devoting brain power to. Then determine how you can further this conversation along and help them get what they want – use this to craft your first two sentences.
Most people don’t get their cold email/DM read because it’s forcing the reader to disconnect from their current thought process and align with a new one.
This creates too much friction (it’s easier for an object in motion to stay in motion than it is to stop and kick start a new motion).
Much easier to continue the thought process and show how you fit into the active conversation they’re already having inside their head.
Such is the key that immediately creates relevancy and hooks the reader into consuming your cold DM/message (remember the curiosity equation from last week’s copy class? Curiosity = Specificity + Relevancy + Quality).
So the question now becomes, how do you do this?
Simple!
Determine who you’re writing to
Figure out what business they’re in/what they’re selling
Brainstorm the active thought loops they’re likely having right now (this is easy because most business owners are concerned with the same desires and the same problems, but make it specific).
To illustrate, let’s use me (Tej) as an example.
Let’s say I was some random guy named Joe Black and I wanted to cold DM Tej with an offer to run Twitter ads (random example).
I know who I’m writing to: Tej
I know what business he’s in: Consultancy/Info
I know what he’s selling: Copy Course
Now I’d dig around a bit, put myself in his shoes, and ask myself: “If I were Tej, what active thought loops would be running through my brain right now? What would I be concerned about? What problem would I be trying to solve? Etc.”
Based on that, I’d brainstorm relevant answers (that relate to how I could help).
Let’s say I do the above and notice that Tej recently started running Twitter ads for his copywriting course, so that’s an active thought loop he’s probably thinking about.
I’d use this in my first sentence or two with my cold DM.
Here’s what I’d write (off the top of my head):
“Tej! I saw you recently started running Twitter ads for 6 Figure Promotions (GOAT copy course btw – total game changer for me) and was wondering how that’s going?”
Nothing more. Nothing less.
All I’m doing is picking out an active/relevant thought loop.
This allows us to meet Tej in Tej’s world (not ours!)
Next we move onto…
STEP 2) Demonstrate your credibility either with results (if you have them) or by demonstrating value.
Now let’s pause being Joe Black for a minute and put ourselves in the recipient aka Tej’s shoes. If I receive a DM that starts off by saying:
“Tej! I saw you recently started running Twitter ads for 6 Figure Promotions (GOAT copy course btw – total game changer for me) and was wondering how that’s going?”
My initial gut reaction aka honest reaction would be:
“That’s awesome, but who the F are you? Why do you care? Why should I tell you? Why bother taking time out of my day to respond/fill you in when I could be doing a gazillion other things?”
All common objections.
Now I (as Joe Black) must provide a strong enough reason to get Tej to pause doing everything he’s doing, view my message as important, and get him to respond.
How do I do this?
By demonstrating credibility through reasoning. In other words, you want to come across as not another Joe Blow, but somebody important who knows what they’re talking about and is a person of value.
(“Important people want to do business with important people” → If I remember correctly, this was written on the walls at Goldman Sachs. Always keep it in mind when you’re pitching/selling/interacting with people)
With our example, I’d write the following (off the top of my head):
“Reason I ask isn’t to be nosy lol, but because I run Twitter ads for [x Influencer], [y influencer], [z influencer] and have driven $x in revenue.
But that’s not why I’m DMing you (you probably get a gazillion DMs from people trying to pitch you on the daily haha).
Hitting you up because there’s 3 main ad types that have been crushing for my guys.
Think these would work great for 6FP – happy to walk you through them on a quick Zoom call tomorrow or Wednesday if you’re down?
All good if you’re busy! :-)”
Nothing more. Nothing less.
Quick display of credibility and a curiosity provoking hook.
But I know what you’re probably thinking…
“TEJJJJJJJJ… this is EASY if you already have clients and results, but if you’re brand new to the game, then what?”
Then my friend, instead of sharing results, you prove credibility by demonstrating value.
Here’s how (off the top of my head):
“Reason I ask isn’t to be nosy lol, but because I run Twitter ads for coaches & consultants. But that’s not why I’m DMing you (you probably get a gazillion DMs from people trying to pitch you on the daily haha).
Hitting you up because I recently put together a swipe on Notion consisting of the highest performing Twitter ads for people selling courses.
Have circled the top 10 that I think would crush for 6FP – happy to walk you through them on a quick Zoom call tomorrow or Wednesday if you’re down?”
Again, just off the top of my head.
Should be a bit more dialed/better value, but you get the point.
Important point here is you demonstrate credibility by showcasing value.
Not just any value.
But value that is in direct alignment with the active thought loop the recipient is currently engaged in.
Such is the way.
Then it’s time for…
STEP 3) End with a real, “unrelated” personal line below the CTA/signature to close off on a high note.
Most people include these personal lines as the first line but then it comes across too much as a technique (and triggers the thought: “Ah here’s another MF trying to butter me up and here comes the pitch… bam there it is. NEXT!”) – better to end with a personal line instead.
Here’s how (with our running example):
“Cheers!
Your friend,
Joe Black
P.S. Oh by the way… completely unrelated, but I recently read this thread of yours and started writing out my main intention 10-15x like you recommend and already have started to experience so much more magic. Stoked to see where this takes me and super grateful for you. Keep fighting the good fight man.”
See how this works?
To tie this all together, here’s the entire DM/email I’d write to myself (ha):
“Tej! I saw you recently started running Twitter ads for 6 Figure Promotions (GOAT copy course btw – total game changer for me) and was wondering how that’s going?
Reason I ask isn’t to be nosy lol, but because I run Twitter ads for [x Influencer], [y influencer], [z influencer] and have driven $x in revenue.
But that’s not why I’m DMing you (you probably get a gazillion DMs from people trying to pitch you on the daily haha).
Hitting you up because there’s 3 main ad types that have been crushing for my guys.
Think these would work great for 6FP – happy to walk you through them on a quick Zoom call tomorrow or Wednesday if you’re down?
All good if you’re busy! :-)
“Cheers!
Your friend,
Joe Black
P.S. Oh by the way… completely unrelated, but I recently read this thread of yours and started writing out my main intention 10-15x like you recommend and already experienced so much more magic. Stoked to see where this takes me and super grateful for you. Keep fighting the good fight man.”
Much better than the typical ones, right?
I sure think so and I just cooked this up off the top of my head, but just goes to show how STEP 1 is arguably the most important.
Most outreach copy fails not because the offer sucks (although it usually does lol), but because they’re trying to invite the prospect into their world.
BIG MISTAKE.
People are busy. 100 different fires. No time to enter your world.
Enter the prospect’s world instead…
… and show (don’t tell!) how you’d make their life better/easier.
Such is the way that has always served me best with cold messages (and also the ones that I respond to myself).
So apply it and see how it works for you?
Your friend,
/tej
P.S. Enjoying these copy classes?
Shoot me a reply and let me know! :-)