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Who writes better cold emails? A copywriter or a B2B sales person

Writer's picture: Josh SearleJosh Searle

Who do you think writes better cold emails? A copywriter or a B2B salesperson?


We’ve recently hired a new copywriter to help us draft outreach templates for our clients.


During the hiring process we had over 500 applications and over 100 1st stage interviews.


After the 1st stage interview we invited the candidates to complete an exercise to determine their level of direct response copy.


Around 50% of the candidates were professional copywriters, the others had experience with writing but their background was mainly B2B sales.


So who produced the best templates?


The candidates with B2B sales experience significantly outperformed the copywriters.


Why?


In my opinion the copywriters were used to a certain style of writing. They had experience writing copy for articles, blogs, SEO content, reports, autoresponders and books. Their templates were better suited to a subscribed email list rather than reaching out to decision makers cold.


The candidates with B2B sales seemed to understand how to communicate to a cold audience in order to start a conversation with a prospect. They also managed to demonstrate a better understanding of how to structure the template.


The writers wanted to write about how the service works. The sales people understood selling outcomes was the best way to entice a prospect to reply.


We send thousands of cold emails every month and generate hundreds of leads for our clients.


The trick to generating leads through cold email is to make the engagement appear as authentic as possible for each recipient, demonstrate an ability to solve a prospects problem and include a call to action designed to achieve our clients objective (normally getting appointments booked in the diary).


Want to learn how we would develop a lead gen campaign using cold email for your business?


Simply click here to pick a date and time to speak with a member of the team!


Alternatively find out how many leads you could generate with a RooCru campaign by completing the free calculator below and see your results on the next page!




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