Do not send THAT email!

Do not hit 'send' on that cold sales email if you answer 'yes' to any of the following:

- Starting with 'I hope you're well'

- Stating a macro issue as your hook which is so wide it's deeply offensive

- Listing any features of your product/solution

- Using one of the following adjectives to describe your company - leading, unique, top, best, innovative

- Mentioning how many countries you operate in

- Telling them about an ROI of X%

- Adding in a calendar link to book a '15 minute' meeting

- Telling them about the colour of your CEO's new Bentley

Go back to the drawing board and stop banging your head against a brick wall.

The email has to be all about them.

Stop making it about you.