Imagine if you had the ability to reach out to all people, busy people, high-level executives, and potential customers. But also to get responses from many of them. Think of what you could actually accomplish. Writing emails that get responses is a powerful tool that can help you obtain useful information, setup meetings, find new business for your company. Hi, I'm Moise Moodie and I'm here to talk about how to write emails that gets results. Specifically, I'm going to talk about the PACE approach to emails. Using this framework to write emails in all contexts in industries. We'll cover the four parts of the PACE email, which is personalized, actionable, concise, and empathetic. If you do your research yourself on best practices for emails, you'll pretty much going to find the same generic help articles. You're going to find things like, make sure that your emails are this length, or this many words, and make sure that you have this in your subject line, and that you send them out at this time of day. You won't really tell you how to write a good email, it's just giving you a generic framework and structure. The fact is you got to find your secret sauce that will separate you from your peers when you're actually on the job. The PACE approach will give you a solid starting point and the method of thinking that will help you build the right habits when writing emails. The approach centers on four letters, P-A-C-E, PACE, standing for personalized, actionable, concise, and empathetic. Let's go ahead and let's go on one by one. For the P, you want to make your email personalized. Make sure that you research the individual and make the message as customized as possible, so the person really feels that you are emailing only them, and they're not one out of 600 emails that you're sending out. Make sure you do the research and seek out any information you can find that's relevant to the recipient and that you think would get their attention. Second, you want to make the email actionable. Many times people send out emails and say, "Hey, our product does such and such, and it can help you. Oh, thanks. Bye." What's the prospect supposed to do next if they're interested? You want to make it actionable by giving the person a clear step they can take upon receiving the message. For cold emails, selling the conversation is a highly effective approach to prospecting. In this case, use a call to action, a CTA that asks for interests, not a meeting. For example, "Are you interested in learning more about this?" That's the approach of selling a conversation. For emails, mid conversations. After you've exchanged a few messages with the prospect or had a call, use CTA, will become more specific like offering up times and dates for a next step. Third, make sure the email is concise. Make sure that you are clear and straightforward in the emails so that the person is not confused as to what you're trying to get at. Ensure that the message is concise, meaning you cut out everything that's not crucial to your message. In the world of getting other people's attention, brevity is key. The shorter that you can keep your message, the higher response rate you will get. A good rule of thumb for cold emails is, if your email requires more than one scroll to read on a phone screen, it's just too long. Lastly, the E in PACE stands for empathetic. Make sure that you let the person know that you understand what their point of view is or what it's like to be in their shoes. You may be reaching out to a person who's very busy, or who is a high level executive. People in management have a lot of responsibilities and a lot is going on. A common example of being empathetic revolves around the CTA in your email. You can acknowledge in your email that the person is probably busy and tell them that you're willing to work around their schedule. The recipient then knows that you are considering the position they're in and how hectic their schedule probably is. Often people send out an email after they call someone and say, "Thank you so much for having a conversation with me. I know that you are currently busy with your work, so those 10 minutes you spent with me are greatly appreciated. I would love to follow up with you at a time that's convenient for you. Let me know what works for you, and here are a few times I'm available." If you follow these guidelines, PACE, you're going to start seeing dramatic results in your email responses. To recap, we've covered the four parts of the PACE email formula, which is personalized, actionable, concise, and empathetic.