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Drastically increase email response rates —show, don’t tell

Have you ever stopped mid-email and thought, “I wish I could just show you what I mean!!!”?

Word. Me too.

Selling a technical solution can be a ton of fun, until you’re left with the task of trying to explain, in writing, your value prop and that slam-dunk feature that makes so much more sense when you see it in action. One of the toughest parts of being a sales rep is finding a way to communicate effectively—emphasizing your point and conveying value without being too wordy or boring.

Earlier in my career, I used to sit in on product demos. In doing so, I got to see just how powerful the demo was; the reaction it garnered, and the “oh sh!t” realization as the prospect started to see the value in the solution. Witnessing that reaction made it clear to me, I would be successful by showing value to prospects, as opposed to telling them.

But, before that demo can happen, you gotta hook the prospect with cold outreach.

1. Keep it simple, stupid

Historically, K.I.S.S has been great advice when it comes to communicating, but sometimes technology can just be downright tough for people to conceptualize via email.

So, here’s a new one for you…

2. Show, don’t tell

At CloudApp, we live by the “show, don’t tell” rule. Admittedly, at first, it was a little tough to put aside my English Major tendencies and start showing, not telling. Now? Itmakes so much more sense.

Including screenshots of your product can be a great way to pique interest and keep it simple. Or, if you’ve got a dynamic feature, why not include a short GIF? Cuz hey, if a picture is worth a thousand words, a GIFmust be worth like a billion…right?

And I’m not talking about the over-played “are you stuck under a hippo?!” GIF. I’m talkin’ business, people. Provide value. Show them your product.

Whether you’re using Outreach, Salesloft, Yesware, or just plain ol’ Gmail, drop a GIF in your cold outreach to give them a little taste of the goods. Help them conceptualize what their life could look like with your must-have solution. And, if you can, take the time to personalize it.

Here’s an example:

Have any other tips? Let me know!

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