The first rule is don’t make it about you! A lot of people struggle with this. When I get a sample email from someone having problems, I can tell right away why they are struggling. If your prospecting emails are all about you, they are not valuable to the person you’re sending them to.
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The most important real estate in a prospecting email is the subject line and the first ten words. Think of these two areas as the same thing, similar to the title of a book and its cover. If you’re browsing online or in a bookstore, you probably focus on the title to help you decide if you want to want to look any further and read the book. What catches your eye is the title and the cover. These two things determine if you just gloss over it or
