文案与商业写作2013life-longlearner.com
写出有力冷邮件的一种方法
One Way to Write A Powerful Cold Email
导读
这篇文章介绍了一种写“冷邮件”（给陌生人发的邮件）的方法：邮件要短、要个人化、要显示你真的看过对方的网站。HN 评论区的讨论把重点从“技巧”转向了更本质的写作问题：主题行是否像一封私人消息、有没有校对、发信前有没有想清楚“为什么发、对方为什么读”，以及一个残酷事实——任何“脱颖而出”的写法一旦被大量模仿就会失效。对写作者来说，这是一堂关于读者视角、可信度和差异化的实操课。
可以直接用的写作要点
- 01
把标题/主题行写成一对一的私人消息，而不是逻辑化的广告陈述；评论者实测个人化标题回复率约 3.5%，逻辑化标题为 0%。
- 02
发送前务必校对：句子不通会让人推断你不重视这封邮件、也不注意细节，进而怀疑你的产品。
- 03
动笔前先回答两个“为什么”：你为什么写、对方为什么值得读；先明确目标是建立关系、维持关系还是促成点击。
- 04
靠提供真实价值而非模板化群发来避免沦为垃圾邮件；同时记住差异化会随模仿而稀释，要持续测试新写法。
HN 评论精选
主题行决定邮件命运：个人化、像私人消息的写法远胜逻辑化广告文案，长度应靠测试而非规则决定。
测试让我明白，邮件营销的成败只取决于一件事：主题行。正文可以是链接、图片、一大段文字甚至空白。写主题行就像写标题，但邮件更私人，必须读起来像一对一的私人消息。比如把“$产品名每年帮你省 500 美元办公用品开支”这种逻辑式标题，改成“我是成本顾问，工作是帮你降低运营开销，有些建议想分享给你”。我实测过：个人化版本回复率约 3.5%（略高于平均），逻辑化版本为 0%（除非把骂我垃圾邮件的回信算上）。另外别拘泥主题行长度，有的意思两三句更好，有的一个词就够，都要测试。
orangethirty查看英文原文
Testing has taught me that successful email marketing depends on one thing. The message subject. The message body can be a link, image, wall of text, or even empty. Writing a good message subject is like writing a good headline. Though there are some differences between mediums. Allow me to share some with you. Email is personal. Your message subject has to feel (and read) like a one-to-one message. There are various ways to achieve this. One is to use a simple to when writing it. Instead of being overly logical, just break down the message into simple words. Example: Logical $product name will help you save $500 a year on office supplies. (The above is an actual headline I got from a serious company) Personal I'm a business costs consultant. My job is to help you reduce operating overhead. I have some pointers to share with you. I actually tested both headlines. The personal achieved a response rate of around 3.5% ( slightly above average ). The logical had a response rate of 0%, unless we count the emails calling me names for spamming them. All were cold emails from account randomnly selected from the web. Two. You should not adhere to any specific message subject length. Some ideas are better conveyed through 2-3 sentences. Others with one word. It all depends. Always test. Don't trash an idea beause of the length. Test it! Three is simple. Include a phone number, email address, URL on the message subject. Not long ago, I did an email campaign for a client. The message body was empty, but it had a very powerful message subject: I sell a system that helps you get more sales leads. 555-555-1234 - John. All cold emails. Response was very good, and it helped my client sell over 10K worth of products. But wait. Let me explain how it worked. When people saw the message they had two options. Either call John, or reply. Few ignored it. Why? Because of one simple human trait: We feel obligated to reply when we humanize messages. We would not want to upset John by not calling! He would be disappointed! People called, and/or replied to schedule a call. Hope you can benefit from this. I'm writing a book that shows how to write good copy. Keep posted, it should launch soon. If you are curious (or want to hire me), just shoot me an email (check profile).
脱颖而出靠的是差异化而非技巧本身，而且句子不通、不校对会直接毁掉可信度。
这招有效只是因为“与众不同”：很少有人会给陌生人发迷你演示文稿，所以它显眼，被处理的可能性就高。就像普通营销一样，一旦大家都这么做，成功率会迅速下降。恭喜作者找到脱颖而出的方法，但这不算什么突破。另外邮件本身让我不舒服：那两句“WPTouch is a plugin that actually mobile optimizes…”根本不是完整句子，光这一点就足以让我否定你的产品——它说明你没校对，可能觉得这封邮件不重要；你都不重视，我为什么要重视？也可能说明你平时就不注意细节，那我更要担心你的产品。
waxjar查看英文原文
The reason this works is simply because it stands out. Not a lot of people email other people mini presentations, which makes it stand out. This raises the chance something will be done with it. Just like regular marketing. I suspect that if everyone started doing this, success rates would drop quickly. Congrats to the OP for finding a way to stand out, but this isn't something ground-breaking. I have some comments on the actual email. It bugged me. > WPTouch is a plugin that actually mobile optimizes wordpress blogs to enhance the viewing experience for your readers on phones and tablets. When you have a few minutes would love to connect to get this taken care of for you. Alternatively, you can just download the plugin here. These are not proper sentences. For me that would be reason enough to dismiss your product entirely. I have some very shallow reasoning for that: it shows that you didn't proofread the email. That could mean you don't think this email is very important. If that's the case, why should I find it important? It could also mean you don't generally pay much attention to "details" like that. If that's the case I'd be concerned if this show trough in your actual product.
写之前先想清“为什么发、对方为什么读”，并靠真实价值和说服原则而非套路。
冷邮件不该是什么黑魔法。想提高邮件写作（冷邮件或其他），你真正要回答一个问题：为什么？为什么发这封邮件、收件人为什么要读。目标无非几类：开启关系（冷开场）、维持关系（资讯/系列邮件）、让人点击链接（注册/购买）。这些都关乎说服，Cialdini 的原则仍然适用：互惠、承诺与一致、社会认同、权威、喜好、稀缺（我会再加上共情）。但更重要的是，你必须提供真正有价值的东西，否则就只是垃圾邮件。
charlieirish查看英文原文
Sending cold emails shouldn't be the black art that is supposedly is. If you need to improve your emailing skills (cold or otherwise), you really need to be answering one question. Why? Why are you sending the email and why should the recipient read it? It doesn't really matter what your goal is. It normally falls in to the following buckets: - start relationship (cold opener) - maintain relationship (information/email series) - click on a link (signup/purchase) All these are about persuasion. Many of Caldini's principles still apply: Reciprocity, Commitment and Consistency, Social Proof, Authority, Liking and Scarcity. (I would add Empathy to that list). However, more importantly, you should be providing something of true value otherwise, you're just spamming.
如果写法与群发垃圾邮件无异，收件人不会觉得特别，差异化才是关键。
我看不出它和我垃圾邮件文件夹里的那些邮件有什么区别：同样短短几行、陌生人发来、提到我的网站、附带外部优化建议的链接，很多还从 whois 信息或网站上扒出我的名字来称呼我。
hinoglu查看英文原文
I fail to see what exactly is different from the other emails filling up my junk mail folder? They are also few lines long, sent from a person unknown to me, refer to my site(s) and contain links to external sites that have suggestions for optimizations. Many of them refer to me with my name, either taken from whois info or from the site.
同类还值得读
好文笔是一种商业优势
Good writing is a business advantage
这是广告人 George Tannenbaum 的一篇博客短文，主张清晰的写作在商业中是实打实的竞争优势——能把事情说明白的人，在会议、邮件、提案里就已经赢了一半。
文案与商业写作2020 · 449 分 · 198 评4 条写作要点编辑精选如何为落地页撰写文案
Writing copy for landing pages
这是 Stripe Atlas 关于落地页文案的写作指南，核心是把文案当成回答读者疑问的工具，而不是自我表达。
文案与商业写作2018 · 416 分 · 84 评4 条写作要点编辑精选我曾是扎克伯格的演讲稿撰写人
I was Zuckerberg’s speechwriter
这篇是第一人称回忆：作者曾为扎克伯格写演讲稿，借此复盘在剑桥分析丑闻前后，科技巨头的公开表达如何被构思、修饰和交付。
文案与商业写作2018 · 347 分 · 254 评4 条写作要点编辑精选一句话产品描述写作的艺术
The Art of Writing One-Sentence Product Descriptions
这篇文章讨论如何为产品写一句话描述，核心是把复杂产品压缩成一个能打动人的句子。
文案与商业写作2017 · 335 分 · 57 评4 条写作要点编辑精选Ask HN：为技术岗位写求职信
Ask HN: Writing cover letters for tech jobs
这篇 HN 讨论科技岗位是否需要写求职信、写给谁看、用什么语气和格式。
文案与商业写作2017 · 265 分 · 123 评4 条写作要点编辑精选