Instead of asking for time, a winning call-to-action offered to send product samples. The CTA, "Can I send over a couple of our Patty samples?", is a simple, value-based request that is easy to accept. This approach lets the product sell itself and avoids the high commitment of a meeting.
Related Insights
Instead of directing users to a landing page, ask them to reply to your email with a specific word (e.g., "guide") to receive content. This tactic significantly increases conversions by reducing friction and simplifying the user's action.
Jason Bay's data shows the most effective call to action isn't "want to meet?" but an "offer of value." Sell the meeting as a "blind date" where the prospect gains value (e.g., a free plan audit, industry benchmarks) even if they don't buy. This overcomes buyer hesitation from past bad sales calls.
A successful cold pitch isn't an essay about your brand's story. It should be short enough to maintain interest, compellingly frame the value you offer the recipient (not the other way around), and end with a clear, actionable request like sending samples.
Instead of directing users to a landing page with a form, ask them to simply reply to the email with a keyword to receive a guide or discount. This reduces friction and can exponentially increase the number of people who take the desired action compared to traditional methods.
Standard calls-to-action like "Request a Demo" provide no immediate value to the user. Reframe the form's purpose as an attractive offer, such as "Save 20% Today," to shift the focus from what the company wants to what the user gets.
Marketers often over-optimize form fields while ignoring the core value exchange. A weak call to action like "Request a Demo" offers no immediate value. A strong, front-and-center offer (e.g., "Save 20% Today") is the primary motivator for a user to provide their information.
Eliminate the "send me a proposal" stall by defining the next step as a valuable, paid engagement, like a diagnostic or workshop. By charging for this, you force the money conversation early, filter for serious buyers, and avoid creating free documentation that can be shopped around.
The idea of sending 'value-only' emails without a call to action is flawed. Solving a customer's problem *is* the value, and your product is the tool for that solution. Including a path to purchase in every email respects the customer's intent and provides critical data on which messages resonate.
Asking for a prospect's time or interest is less effective than giving them something valuable. Emails that include a tangible offer (e.g., a benchmark, an audit, a unique insight) see a 28% higher reply rate. You get their time by not asking for it directly.
Heavy CTAs like 'book a call' only appeal to the small percentage of your audience ready to buy now. Lighter CTAs, like offering a cheat sheet, capture a much wider, less-aware audience, improving long-term profitability and reach even if immediate ROAS is lower.
