The cold email ice-cream saga (in 5 Acts)

Humour is powerful in email but is a PRO skill

Get it right & even boring offers will get responses

Why?

Because you've made someone FEEL HAPPIER...

-- FULL EMAIL SEQUENCE --

[THREAD]

LET'S GO!

1/7

Email 1: mint chip ice cream

Using humour helps when you don't have a killer offer.

While the offer isn't bad, there are no case studies with proof.

In this case, proof is in the email copy itself.

If it makes you smile then it must work on others too.

2/7
Email 2: rocky road?

Email 2 is normally a short 'bump'

Here, referring back to the last message with humour, is smart.

Good humour often involves unusual contrasts.

e.g. mint chip and toothpaste are not normally connected

So its funny when they're juxtaposed.

3/7
Email 3: Superman ice cream?

Email 3 refers back to 2 (Rocky Road), another nice loop.

The childhood story evokes childhood nostalgia, one of THE most powerful emotions in copy.

The coconut whip cream line is unnecessary however and pushes our suspension of disbelief

4/7
Email 4: root beer float?

The problem here is that the ice cream analogy is getting a little tired and over-extended.

Its saved by returning to reality with benefits like 'real examples of customers closing deals'

When you write copy casually like this, its powerful...

5/7
Email 5: Churchill quote

Finally, the break-up email, but with humour.

This is my favourite email of all.

Good emails, like tweets, only need ONE good idea.

Self-deprecating humour like this ('from failure to failure', 'my enthusiasm') is dynamite in digital print.

6/7
SUMMARY

>> B2B copy doesn't have to be boring
>> If your offer isn't strong humour can help compensate
>> Use loops, nostalgia & disarming honesty to create powerful emotions

IF done well, you will win more consideration for your offers

So, who's hungry for ice-cream now?

7/7

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