What if you knew how to play reverse psychology on potential customers? It could feel good, right? However, you must be smart about it. Most people believe that cold emails are only used to persuade a potential customer to respond “yes.” Hence, they send emails with sales pitches, strong arguments, and justifications for why their product is the best. The catch is that potential customers don’t like to be pushed.
So why don’t you consider using a cold email approach to persuade prospects that they need your help? Here, we’ll explore a smarter yet simpler method of getting replies without appealing to leads or appearing desperate.
Why This Strategy Works (The Psychology Behind It)
This strategy is particularly appealing because it is based on human psychology. Instead of pushing a response, you are sparking instincts that cause people to participate on their own.
The “Effort Justification” Effect
People place a higher value on things when they have to work for it. When prospects feel they need to qualify to work with you, they become more invested in the process. They’re not simply passively receiving your email; they’re participating.
The Curiosity Gap
When people feel as if they are lacking some knowledge, their brains seek closure. A cold email that teases value without exposing everything draws prospects’ attention, prompting them to respond.
The Reverse Qualification Effect
Instead of asking: “Would you like to buy?” This method raises the question, “Are you even the right fit for this?” When you slightly push a prospect, they will immediately want to prove their worth, resulting in more significant responses.
Step-by-Step Execution: Making Prospects Do the Work
Let’s break down this tactic into four easy stages that will change how you approach examples of cold email sequences.
Step 1: The First Email – Frame It as an Invitation, Not a Sales Pitch
Most cold emails immediately scream “sales pitch,” which is why people ignore them. Your initial email should seem more like an invitation than a sales pitch.
- Make it interesting and succinct.
- Pose a straightforward, thought-provoking, open-ended question.
- Present one as selective to avoid coming across as desperate.
For instance: “Hey [Name], I discovered [a certain aspect of their business] and saw a fascinating pattern. We’re collaborating with a few companies in [their sector] to address this issue. I would love to share anything that could be helpful if you’re willing. Would a brief conversation be worthwhile?
Step 2: The Curiosity Follow-Up
Most people send follow-up emails with the subject line, “Just checking in,” if they don’t reply to the initial email. That is dull. Instead, re-engage them with inquiry.
- Provide a breadcrumb of details without giving away everything.
- Employ authority triggers, such as “We’re picking a few businesses for this.”
- Keep it interesting and light.
For instance, “Hey [Name], I understand you’re busy. I was wondering if you might find one perspective from our work in [industry] beneficial. There’s no pressure; I just thought it would be useful.”
The Qualification Email – Make Them Prove Themselves
The exciting part is getting them to qualify themselves. Rather than requesting their time, ask them to describe why they would benefit from what you have to offer.
- Describe the kinds of companies you often deal with.
- Find out if they meet those standards.
- Give them the impression that they could lose out if they don’t respond.
Example: “Hello [Name], quick question—our service is best suited for firms that [name 2-3 particular features]. Does it describe you? If that’s the case, I can provide you with some details.”
Instead of ignoring your email, they’re thinking, “Wait, do I meet these requirements? Should I respond?”
Step 4: The Soft Close – Flip the Call to Action
Instead of pushing for a call, let them ask for it.
- Maintain an open-door policy: “If you’re interested, let me know.”
- Add a subtle deadline to create urgency.
- Keep it casual and non-sales.
Example:
“We’re wrapping up this round of conversations this week. If it makes sense for you, let me know, and we can go from there.”
Common Mistakes & How to Avoid Them
This method works, but only if you avoid the following typical pitfalls:
- Avoiding ambiguity. While curiosity is encouraged, cryptic emails will be ignored.
- Avoid sounding arrogant. While confidence is important, it shouldn’t make prospects feel inferior.
- Not offering next steps. Always provide a clear but kind means to respond.
Conclusion
If you’re tired of pursuing unresponsive leads, change the dynamic and make them do the work for you. Instead of trying to persuade them to buy, write emails that pique their interest and encourage interaction. Focus on creating a straight pitch; suggest that prospects qualify themselves using an invitational approach. Allowing them to complete the last step without pressuring them will result in a cold email sequence that naturally encourages genuine interaction.
