The Power of a Cold Email

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Get more Replies with these simple guidelines.

Cold emails aren’t met with open arms much of the time, but the reasons are obvious if you put yourself in the reader’s shoes, so we got some piping hot tips from you today.

Here’s what we’ve got on the burner:

  • How a cold email started a multi-million-dollar business
  • Tips you can use to become a cold-emailing ninja


This story is bananas. I promise.

In 2018, billionaire Mark Cuban gets a cold email from a 33-year-old doctor named Alex Oshmyansky. The subject line was: Cold pitch.

The email went on to describe Oshmyansky’s concept for a low-cost prescription drug company. Kind of crazy, right?

Fast-forward two years and the Mark Cuban CostPlus Drug Company is launched.

And this online business has the potential of disrupting a multi-billion-dollar industry. All this from one cold email.

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Like I said, bananas.

The fact is email marketing is a killer channel that can be extremely powerful. But most people suck at writing cold emails.

Why? Here are some of the biggies:

  • Most are too long.
  • Most don’t focus enough on the prospect.
  • Most don’t offer any value for the prospect.
  • Most aren’t written for the phone.
  • Most have no call to action.

If you’re a travel advisor who wants more business, read on because I’m going to be breaking down some best practices that will turn you into a cold email ninja.

If you want to get better at cold emailing prospects, let me turn you onto two folks that write a lot about this space.

Will Allred

Alex Berman

Start following them on LinkedIn — you’ll get a ton of value. But I know how it goes… you’re busy booking trips for people chompin’ at the bit to get out and travel, so you don’t have a lot of time.

Don’t worry, we got you.

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In his book, Cold Email Manifesto, Berman talks about three things that should be a part of every cold email.

  1. The Compliment
  2. The Case Study
  3. The Call to Action

Let’s explore each one of these uno by uno.

1. The Compliment

The first thing you’re going to want to do is to provide some sort of compliment to your prospect. To do this, you’ll need to do a bit of research.

Now, when I say research, don’t freak out. This should not be a long process. Five minutes tops.

Head over to LinkedIn, Facebook, or Instagram and get a nugget that shows you put some effort into learning more about your prospect.

This could be anything…

  • Where they went to school
  • Where they live
  • What they do for a living
  • A recent trip they’ve been on

Find something that you can put into the first line of your email. This is such a small step. But few take the time. You’ll know when you’ve crossed the county line into Creepy-ville, this is not that… it is common denominator stuff.


Hey Lisa,

See that you went to school at XXX. Big fan… both my daughters went to school there. Love that place in the fall. Go, Warriors!

2. The Case Study

This is the section where you can show off your skills in a given area of travel.

PRO tip: DO NOT make it long.

The tendency here is to go on and on about your skills. Resist the temptation!!


Your name was given to me by our friend, (Name of friend). He/she says you are thinking about a trip with the family to Europe. Great choice. I’ve sent over XXXX number of people there this year. And have been there XXX number of times myself.

Maybe I can help you out?

3. The Call to Action


If you’re interested in talking more, let me know. Mondays and Fridays are usually good for me.


If you’re looking for someone to help take the hassle out of planning your next getaway, I have some great experiences to share that might be a fit for you.

Have a great day.

Your Name

That’s it. That’s your cold email.

Short. Tight. No fluff. And it will look great when someone reads it on their phone.

Which is how most people read their emails.

When we break it down, it all seems so simple. But look at all the bad emails that YOU get on a daily basis.

So, to wrap up, you want more business. Embrace this format.

I’ll be covering this topic more in additional blog posts.

Until then… stay amazing.

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