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The most dangerous person in any room:
The engineer who understands sales
The marketer who can code
The finance person who can tell stories
The salesperson who can write
None of them are the best at any one thing
They just own an intersection nobody else has
What's yours?
The Briefing
Stories you should know
Only 54% of Americans now say they drink - the lowest Gallup has recorded in nearly 90 years Craft Brewing Business.
My take: People are drowning in digital noise - emails, Slack pings, LinkedIn DMs so a physical, personalized gift still lands harder than anything in their inbox. The analog trend isn't just a Gen Z lifestyle thing. It's a gap in your prospecting strategy you should be exploiting.
Gen Z is done with the subscription economy - the average consumer pays $924 a year for 4.5 active subscriptions. Physical is making a comeback.
My take: Sadly, the days of the three-martini lunch are dying. Most of my best relationship-building now happens over coffee or lunch. That doesn't mean happy hour is gone, but you should probably stop assuming that's how your prospects want to connect. You won’t catch me networking in a sauna anytime soon.
The Gold Standard for AI News
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The Biggest Mistake with Cold Emails
AI is writing more cold emails than ever.
It makes an average writer good. It makes a good writer great.
A good reply rate is ~3%. A great one is 2-3x that.
That difference can equal dozens of sales qualified leads.
Here are three 3 things you should know about sales emails:
Your subject line is doing too much
It has one job - get the email opened. Not to sell, not to tease the pitch, not to be clever.
Bad: "Introducing [Company]” or “Question about [Thing]” ❌
Good: "call next week" or "saw the news" ✅
One sounds like marketing. One sounds like a person.
Your prospect's inbox is full of the first one.
You’re underestimating the “shape” of your writing
You have three seconds when someone opens your email. Two things decide if they keep going - the subject line and the overall structure.
A copywriter named Sugarman called this the Slippery Slide. Every sentence has one job - get you to read the next one. You lose them anywhere in that chain, it's over.
Which email are you more likely to read…. this one:
or this one?
The fix is the formatting.
Short paragraphs. White space. One idea per line.
Let the structure do the selling before the copy gets a chance.
You're leading with the wrong person
The moment your email becomes about you, you’re cooked.
Your prospect doesn't know you, doesn't know they have a problem, and genuinely doesn't care about your solution yet.
The proof
This newsletter was written using every principle I just described.
Short subject line. Two second structures. Every paragraph earning the next one.
If you made it this far, it worked.
Sales Tip of the Week
The all-pro says “too expensive?”
Then shuts up and listens.
The Best Thing I Heard This Week
I’m often asked what sales podcasts/channels I listen to.
This is my favorite one at the moment:
Until next week,
TG
P.S. I reply to all emails