You're not lazy. I know that because you just clicked :)

But seriously. Writing about solutions to customers' problems (too soon) might be most of your problem.

Don't let it be.

Instead, write only about the potential buyers' problems—not your solution. Not yet.

This may not be the only problem

Ok. There may be other problems sabotaging your cold email approach.

• A subject line that is too “telling” about your message
• Length of your message and/or lack of a provocative element 
• Use of words that subvert your goal, don't trigger an immediate reply

But the issue of breaking-the-ice is the most common problem when prospecting using email. How can you start a relevant conversation when you don't know what to talk about?

How to break the habit

The fastest way to stop talking benefits is to take action right now. Literally.

First, let's put the problem into context.

Talking about benefits with your prospects isn't the problem. The problem is your entire approach style. The premise of your approach.

Your first touch email must not:

• Attempt to earn a meeting, appointment or demo
• Take longer than 20 seconds to read
• Reference you, your client list, products nor benefits

The meeting will come. Trust in it.

Be brief, blunt & provocative.

Talk about this instead

Real life.

If you're not in touch with the day-to-day nightmares, problems, hidden challenges, big opportunities and nagging suspicions of your customers nothing will help you. Period. You must be willing to research, understand and know your prospects inside-out.

No exceptions.

This is where to start when writing prospecting templates and scripts. LinkedIn, standard email... even phone scripts.

The only way to grab prospects' attention—and get invited to talk—is to talk exclusively about them.

Join the Academy for template-able formulas and more details on how to properly do this.