"How a drunk cold email changed my life"

So this week I’m going to share with you the remarkable story of UK Copywriter Jon Buchan, which demonstrates how you can successfully use humour in your cold emails.  

Many successful brands use humour in their cold outreach and before we crack on with Jon'‘s story, here’s another quick example of how humour drives action. 👇

👉The story behind the drunk cold email

Just in case you haven’t heard Jon Buchan’s story, it goes something like this… He’d been running his own agency for a few years, but word-of-mouth referrals had completely dried up.

 One night, feeling desperate, he got pretty drunk & wrote what he thought was a completely absurd cold email to drum up meetings with new prospects. He was still tipsy enough in the morning to think it was a good idea to actually send it to the senior marketing directors at several big brands.

 And, to his amazement, it worked. He found himself getting meetings and winning people over in the offices of household brands like Red Bull and Pepsi - pretty incredible, right!

👉Jon Buchan’s mega successful drunk cold email

The text reads:

Greetings [Name] You won’t have heard of me. (Hi, I’m Jon!). I got your details from a list gasp. But hey, that means you’re list-worthy; that’s gotta be something, right?

OK, let’s get down to brass tacks. I’m writing to you from the office of Render Positive, a highly creative marketing and advertising agency I run with my brother Gary, and a team of 20 people far more talented than me.

For over five years, we’ve run our amazing agency – and we absolutely love it. It’s a wonderful feeling to know we’re not ripping clients off and producing the best work of our lives.

We’re looking to win new clients over to our side and away from those evil (ok, maybe not evil… but not as good) other agencies.

If you let me have a chat with you about your digital marketing or advertising, spectacular content creation, or bedroom tidying needs – I will buy you lunch/coffee/tequila shots and promise to be somewhat entertaining. If you’re lucky, I may even wear a top hat. First off, I’d love to provide you with some ideas you are free to steal.

I have included a sticker containing a picture of a ferret that has been dressed up.

According to the internet, his name is Colin. I trust this will charm you into submission. I’ll be in touch on email when you least expect it… Dun Dunn Dunnn!

I await your profanity-filled response.

Have a splendid day, Jon.”

👉Why this bonkers cold email actually works

Jon Buchan's "drunk email" is an example of a "Charm Offensive," a sales technique that deliberately subverts expectations to capture the reader's attention.

The key principles behind it include:

• Embracing transparency: The email directly addresses the awkward nature of a cold email by admitting it was sent using a list.

• Using humour to disarm: The absurd humour—from the offer of tequila shots to a sticker of a ferret named Colin—makes the sender seem more human and less like a standard, faceless salesperson.

• Focusing on impact over persuasion: The goal is not to close a sale in the first email. Instead, it aims to simply get a response and create a memorable, positive impression.

• Filtering for compatibility: This unconventional approach naturally repels overly formal or rigid prospects, ensuring that only those who appreciate the style will respond. This saves time by pre-qualifying leads who are a better cultural fit for the sender's business.

🎯For a deeper dive, read Jon’s Reddit post: A drunk email changed my life

Before I go, I have to share this hilarious cold email sent by Gusto👇🤣🤣

⚡Ready to change your life and attract your dream clients? 👇

📢AND FINALLY A FEW WORDS FROM ANNIE

Hope you found this week’s newsletter helpful. If there’s anything you want me to cover in future newsletters, let me know - I would love to hear from you! 😍

HAVE A GREAT WEEK & THANKS FOR READING!😊🙏

If you want me to help you attract your dream clients for your solopreneur business get in touch for your free half hour consultation - [email protected].

P.S. You might like my post about how to write a sleaze-free cold email if you haven’t already read it!