Article · 6 min read

Before & After Cold Emails

Josh Braun · joshbraun.com Free Intermediate

A concrete pattern for what goes in touch two or three when you have already made your first point: show the gap between their world now and their world after, then ask a question that plants doubt. Short, specific, and immediately copyable.

  • Swap the product description for a visual before and after of the prospect's own metric, then ask a question that plants doubt.
  • The argument is contrast: people do not know how good something can be until they see how bad the current state is.
  • Answers the image-blocking objection directly: inconsistent image delivery beats never using images at all.
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The question it answers

  1. One email is not a sequence. How many follow-ups, how far apart, and what should go in each one?

Read with it

  1. Podcast · ~60 min How Khadim Batti Built Whatfix Into a ~$900 Million Global SaaS Leader Khadim Batti
  2. 231,818 cold emails scored for quality and then matched to reply rates, broken out by seniority and department. It is the best... Lavender Report · 20 min read The Cold Email Benchmark Report Will Allred
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