It's understood
Hey 👋 I’m Caleb — a financial copywriter from London.
In this publication, you’ll find everything you need to know about copywriting and how to make money writing online.
I also write about SEO, AI and other relevant writing topics.
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A mistake I see so many brands and writers make is not knowing that some things are understood by default and they don’t need to be said.
The biggest one is saying that things are ‘good’, which almost never needs to be said.
You can assume that a brand is good (or at least thinks that it is good).
Therefore you don’t need to use any language that tries to explain why a brand is good.
Take this cold email for example, like many of the insane cold emails I get every day.
After reading this email a few times, I think it’s a near miss — and with just a few tweaks, could be a very enticing offer.
Make sure that you don’t leave in placeholders lest you want to reveal all your copywriting secrets to the world.
[Your company name] is a bit of a howler.
As is:
[mention any additional service or feature here e.g., social media integration, content optimisation, etc.].
I guess that he wanted to tailor the email to sound genuine.
“Content optimisation” probably would have worked well here, but then I think he definitely could have left it out. It’s understood already that it’s for content optimisation.
Cut the fat
Here’s an analysis of this email and a rewrite:
Everything highlighted in green is great and is literally all you need.
The fact that he offers a spreadsheet as well is awesome. Insane value there.
This is an email that I would respond to:
Hi Caleb,
Hope you’re well.
Are you in need of guest posting and article writing services?
With an extensive network spanning over ten thousand websites across diverse countries and niches, we offer an unparalleled opportunity to showcase your brand.
What we do:
Extensive Website Network: Access to 20,000+ high-quality websites across the globe. 🌍
Customized Campaigns: Tailored to your unique goals and objectives, ensuring a personalized approach. 📊
Transparent Reporting: Stay informed with regular, detailed reports on performance metrics. 📈
Dedicated Support: Our round-the-clock assistance ensures a seamless and graceful experience at every step. 🛠️
Our professionally crafted articles are $3 per 200 words.
Please find attached an Excel sheet with further details and options. There are close to 3,000 websites as samples.
Let me know if you’re interested, and if you have a particular niche in mind.
Have a great day.
Sheikh Haseeb
I’ve taken out everything here that tries to show off the brand.
You need to let the reality speak for itself and either:
Simply ask if they need help with a specific service
Show a product/service and how it will benefit them
Everything else is a waste of your time and more importantly their time.
I see brands and writers all the time almost panicking like “What if they don’t understand the value of my product/service? What if they don’t know how good it is?”
You can’t change people’s minds; they will decide themselves whether it’s good or not.
And humans are stubborn, the more they feel like you’re trying to tell them it’s good, they’ll feel almost obliged to prove that it’s not good.
It’s your job to explain things clearly to them, so they can understand immediately what is going on, and also your job to make the steps to purchase or click as easy as possible.
Everyone wants to think a purchase was their idea, not yours.