Marketing Nerds

Mastering Cold Email Copywriting: A Step-by-Step Guide to Winning Business

As a new business owner, standing out against larger competitors can feel impossible.  You have to prove you’re worth 10 times more than those already established.

It’s frustrating when potential customers search for alternatives and overlook you, isn’t it?

I recently worked with an SEO agency in the same boat. 

They needed to generate leads in a saturated market, so I developed an effective email strategy focused on ranking for key keywords.

This approach not only showcased their value but also proved they could compete with the big players.
 
Want to see how it works?

In this tutorial, we’ll walk you through an advanced cold email copywriting strategy that leverages competitor research and personalized messaging to grab your prospects’ attention and set your services apart. This approach, designed with an SEO agency as the case study, shows how doing homework on potential clients can translate into real results. Let’s dive into the method.

1. Understand Your Client’s Value Proposition

Our client for this campaign is an SEO agency specializing in “Product-Led SEO.” Their goal is to help companies rank for high-value, competitive keywords like “Competitor Alternatives.” For example, if someone searches for “Lemlist Alternatives,” and your company ranks in the top 10, it increases your chances of capturing customers who are already looking for alternatives.

2. Define the Ideal Client Profile (ICP)

For this campaign, our client’s ideal customer is a SaaS company with:

  • 10-15 employees
  • Revenue of approximately $15,000-$20,000 monthly
  • Existing SEO presence and product-market fit

These clients often need help ranking for keywords such as “[Competitor Name] Alternatives” or “[Competitor Name] Reviews” and rely on SEO agencies to capture those searches and drive qualified leads.

3. Creating the Email Copy That Stands Out

This copywriting approach involves a multi-step outreach process to engage prospects in a meaningful way. Here’s a breakdown of each step:

  • Step 1:Connection Request on LinkedIn
    • Send a simple request with a brief message, like “Looking forward to connecting,” to establish a friendly, professional introduction.
  • Step 2:Research-Driven Message
    • Once connected, send a message showcasing your research. Here’s an example:
    • “Hi [First Name], I was researching your company and discovered that your biggest competitor, [Competitor Name], is being frequently searched as an alternative. My data shows that hundreds of people are looking for [Competitor Name] Alternatives monthly. If you ranked in the top 10 for these searches, you could attract 10-15 qualified leads monthly. I’ve helped similar companies, like [Competitor Examples], with this strategy. Interested in exploring this further?”
  • Step 3:Follow-Up Message with a Risk-Free Guarantee
    • Follow up with a second message if they don’t respond. Reinforce the value of ranking for these keywords and offer a risk-free guarantee to make the decision easier:
    • “Hi [First Name], just checking in to see if my message resonated. We can guarantee your ranking on comparative keywords within six months, or we’ll return our service fees.”

4. Building the Research Pipeline

Before drafting your email, gather information about the company and its competitive landscape. Here’s a breakdown of how to research efficiently:

  • Target List: Use a popular database to find SaaS companies fitting the ideal client profile.
  • Competitor Analysis: Use tools like Semrush or Ahrefs to identify the main competitors and assess traffic volume for keywords like “[Competitor Name] Alternatives.”
  • Keyword Volume & Difficulty: With Ahrefs, gather data on keyword volume and difficulty to see if the target company could feasibly rank in the top 10 for certain keywords.
  • Identify Key Contacts: Use LinkedIn and Google to identify the company’s CEO or relevant decision-makers. Tools like LinkedIn Sales Navigator help automate the search and ensure you’re reaching the right people.

5. Why This Strategy Works

This approach stands out in a crowded inbox because it shows that you’ve done the homework. Unlike most cold emails, this one leverages the client’s unique competitive landscape and demonstrates a clear ROI. Offering data-driven insights and a risk-free guarantee further boosts the email’s impact.

6. Common Pitfalls and How to Address Them

  • Inaccurate Competitor Information: Automated tools may not always identify the exact competitor. If the prospect points out an error, use it as an opportunity to continue the conversation: “Thanks for clarifying! We’ll adjust our research based on your input.”
  • Data Validity: Verify keyword rankings before mentioning them. Using Ahrefs or Google results, ensure the company doesn’t already rank for a keyword you’re suggesting.

7. The Key Takeaway: Deliver Value Through Research

This approach is about creating emails that prospects would pay to receive. By investing time in research and offering valuable insights upfront, you establish trust and set yourself apart from other sales emails.