Please Steal My Million-Dollar Email Template and Double Your Revenue

Copy and paste the email that lands me five clients per week. Plus tips to personalize it for your business.

Kayla Lee
Kayla Lee
Jun 3 · 7 min read

Entrepreneurs, consultants, freelancers, salespeople, and marketers alike, face the same problem:

There are never enough new business leads.

In fact, generating new leads is often considered the toughest part of a salesperson’s job. And so, it’s also one of the toughest parts of being an entrepreneur, consultant, or freelancer.

I’m going to give you an email template that changed my life.

I lost my job in 2016. I was broke and needed money immediately. Using this template, I got six clients within the month. That year, I made more than my old salary.

I’ve honed this template over the years, and the version I’m sharing here generates 4–6 deals, and about 10 leads, each time I send it.

I typically send it as a cold email to about 40 or 50 prospects. But, you can also use this email to book a meeting or call with a warm lead.

Cold email: an email sent to someone you don’t know at all, a total stranger

Prospect: a potential customer

Warm lead: someone familiar with your business and interested in your product or service

Here’s the template:


Copy and paste this template text:

Hi {{Prospect First Name}},

I’m {{Your Name}} and I help companies like {{Prospect Company Name}} in {{Vertical}} improve {{Primary benefit}}. I wanted to reach out directly to offer you a free {{Free Assett}} planning session.

This {{Free Asset}} will give you {{Results}} in just 15 minutes of your time.

Here’s what a similar prospect had to say:

“This planning session was so helpful. We saw ROI immediately, couldn’t believe it was free.” — Happy Customer Testimonial

I have a handful of slots left this week. Can we schedule a time to talk?


Why does this template work?

This message generates 4–5 new clients for about every 50 prospects I send it to. It also averages 6–10 meetings and 4–6 new deals per week for a variety of companies, from cleaning services to I.T. It’s even doubled revenue for a few businesses.

I’ve tested the template. It’s gone to millions of folks on behalf of various businesses. I’ve tried longer, shorter, more design, less design, different words — you name it, I’ve tested it — and the version above proved best.

Let’s talk about why this version works.

1. Sell the meeting, not the product.

Businesses and freelancers need meetings or calls with qualified leads to build stronger relationships and sell their product or service. Even if a business offers a free trial, the business must build relationships and close deals — with meetings, calls, or demos.

But, getting meetings and calls can be tough, even when you’re selling to a warm lead.

The reason most people don’t generate enough calls or meetings from email is that they focus on selling their product or service, instead of selling the meeting.

Imagine receiving these two requests to take a meeting or call:

Hi, I’m selling this amazing product you know nothing about. Will you take a meeting with me where I talk a lot about how amazing my product is?

VS

Hi, I’m giving away meetings that provide extreme value (in money) to you. Want a meeting?

Prospects will go for the second option almost every time. So, sell the meeting.

Sell meetings by making meetings valuable.

To make your meetings valuable, you need to give away help — don’t try to make meetings valuable with “free lunch” or “coffee.” That’s not real value. To a business, value is money. So, find a way to give money in the form of advice, help with a project, an audit, etc.

For example, if you sell editing services, you might give free, 30-minute editing sessions during which you sit with CEOs and edit their PowerPoint presentations.

This helps the CEO tremendously, especially if you catch grammar errors in a presentation meant for their board, investors, or customers.

The meeting is also valuable to your business because the CEO sees immediate value in your services. The CEO will likely call you for more PowerPoint editing or ask if you also edit other forms of content.

Meeting Tips

  • Make your “free value” something tangible. Use the 15-minute meeting to give away advice that you put into a physical plan or a file that the prospect can use — i.e., in the writing example above, the CEO leaves with an improved PowerPoint file.
  • Make your “free value” something that aligns with your product or service. For example, if you sell marketing software, give away email marketing planning sessions where attendees walk away with a book of custom email templates.

2. Plain text > Design.

Too much design makes emails impersonal.

We all get plenty of spam emails. Put yourself in your prospect’s shoes. How likely are you to respond to something that looks like a coupon?

Also, too much design will land your message in your prospect’s spam box. Spam filters are working harder than ever, and your email will do no good if it goes unseen.

Use plain-text emails, with no design. This way, the message looks like it actually came from a human. Because after all — it came from a human.

Design Tips

  • Keep it short. How often are you excited to read an email with an overwhelming amount of paragraph text? My guess is never.
  • Limit your paragraphs to a couple of lines.
  • Limit your email to 2–3 paragraphs. This makes it easy to scan your message. Keep your ask (call-to-action) on a separate line, so that it stands out.
  • Don’t add extra junk that might trigger spam filters, like a fancy email signature.

3. Use the right language.

Language is everything — and I’m not saying that because I’m a writer. We live in a digital world. Today’s sales and marketing funnels are digital, and digital funnels are written word.

Write your funnels well and you’ll turn prospects into customers.

Emails have higher returns than any other part of your digital funnel. So, the language you put in your emails can make or break your business.

Language Tips

  • No big words, use small ones.
  • Be friendly, use first names. Not: Dear Sir or Madam.
  • Talk about the benefits of your meeting, not your product or service.
  • Make your CTA a closed-ended question. This way, prospects can answer with a simple “yes” or “no.” You want responses, so make it easy to respond.

4. Personalize.

Let’s get this out of the way:

Do not spam people.

I’m not suggesting that you copy this template and use it to spam 5,000 folks tomorrow — that won’t help you. I’m suggesting that you put careful, considerate effort into your emails. Research your prospects. Find ways that your business can truly benefit them. They’ll appreciate it.

Instead of using the placeholders to automate with email marketing software, think of them as suggested parts to personalize for each prospect.

Placeholder: {{words in brackets}} in the email copy

Let’s cover the placeholders in my template and what they represent. Here’s the template again for quick reference:

  1. {{Prospect Company Name}} — the name of the company your prospect works for or owns. Example: Starbucks
  2. {{Vertical}} — the industry or niche of your prospect’s company. Example: Fintech (financial technology)
  3. {{Primary benefit}} — the primary benefit your product or service provides to the specific prospect or vertical. Example: improve email conversions by an average of 100%
  4. {{Free Assett}} — the tangible benefit that your prospect receives during your meeting. Example: email template playbook
  5. {{Results}} — results your prospects will see from taking the meeting with you. Example: 10 new meetings per week

Placeholder Tips

  • You can include placeholders for just about anything. For example, you might want to mention {{where you met}} each prospect or {{who referred}} you to them.
  • The more personal you make your email — complete with specific benefits to help each prospect with their unique needs — the higher your chances of success.

Make millions.

Sending emails is only half the battle. No one is going to generate business for you, and it doesn’t matter what your profession is — artist, writer, freelance developer, consultant — you need customers or you don’t have a business.

Don’t fret people who respond to your outreach with outrage. A person that gets angry about a tiny email isn’t a person you want to work with. Wake up, send the emails, land the meetings.

Make generating new business a priority and you’ll build a business doing what you love.

The Startup

Medium's largest active publication, followed by +479K people. Follow to join our community.

Kayla Lee

Written by

Kayla Lee

Freelance Writer | Business Consultant | Build a successful writing business email course: http://bit.ly/writingwealth

The Startup

Medium's largest active publication, followed by +479K people. Follow to join our community.