About the Client
U.S. Metro Group is a corporate janitorial service in business for over 40 years.
What did they want
They wanted to secure on-location appointments through a series of cold emails.
My approach to the copy
The strategy used in this campaign is the “door-in-the-face” strategy popularized by Dr. Robert Cialdini, author of Influence.
So, the idea behind this approach is to ask for a big favor—or a big Ask. Once you get the door slammed in your face, ask for a smaller favor. In this sequence, we first requested an in-person meeting at the recipient’s location. The second email asked for a phone call. The third email asks to send some free information.
I wanted to keep a friendly and familiar tone to the emails as if they were coming from someone they knew.
Click here to read the emails