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After you have initiated the contact and introduced your message, you need to encourage the prospect to answer back and get to know you and your product much better. It's best when it's:

  • Short - things that are easy to read are generally easier to respond. Without excessive introduction add a link to schedule a call with you.

  • Straightforward - remain clear about your intentions, to talk more in the near future, to read a case study, visit your website or else. A good practice is to use only one CTA, because the more links you have in your message, the more likely it is to get flagged as spam. Also, try not to overwhelm your prospect with suggested actions.

  • Closing - top your message with something personal, humorous or thought-provoking.

NOTE: using unusual numbers works to your advantage e.g. “how about a 14-minute call at 1 pm on Tuesday?”

If your CTA is about scheduling a call with you, we suggest choosing between two variants:

  1. The good ol’ classic - a simple offer to schedule a call or further contact on a certain time and date, bear in mind that it’s perceived personal when you propose a specific timing.

  2. The Calendly version - Calendly app is convenient and might increase the number of people that will book the call, but the turnout rate for scheduled calls can be lower because personal contact is valued higher than automatized scheduling.

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A good story deserves an epilogue, right? Your chance is the postscript, one of the most frequently read parts of any message. To quote Siegfried Vögele, the author of 'Direct Mail':

"Over 90% of readers read the PS before the letter. It is the first paragraph, not the last."

It's the best place to lay out your ace of spades, then again - short and simple.

PS. Interesting, isn’t it?

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