Great copy is the difference between ignored and replied. Here are the principles that matter.

The Fundamental Rule

Write for your reader, not yourself. What do THEY care about?

The AIDA Framework

Attention: Subject line and first line. Interest: Why this matters to them. Desire: What they could achieve. Action: Clear next step.

Problem: State their pain. Agitate: Make it feel urgent. Solution: How you fix it.

Personalized observation: "Noticed {{company}} just..." Question: "Quick question about..." Trigger reference: "Congrats on the funding..."

Avoid: "My name is..." "I'm reaching out because..." "I hope this email finds you..."

One idea per email. Short sentences. Short paragraphs. No jargon. Conversational tone. Specific > vague.

One clear ask. Low commitment (15 min call vs hour meeting). Make it easy to say yes.

Professional but human. Confident but not arrogant. Helpful but not desperate.

Write, then cut 50%. Every word should earn its place.