I receive multiple cold emails every day from people trying to sell me their services. Most of the time I'll stop reading after the first sentence. Sometimes I'll take the time to actually read the email.

I was recently reading a poorly written cold email which had a very common mistake. It led with a generic statement of "Effective lead generation can be hard and time consuming".

I don't know about you, but when I read something like that, I'm thinking - what's your point?

Now read it again, but this time with a small change -
"Is lead gen something you're finding hard or time consuming?"

Reading this version actually makes me think a second. As a bonus, it also does great job of self-selection. If lead gen is not something I'm finding hard or time consuming then I'm probably not the target audience of the person who sent me the email.

Content and emails that sound like they're addressing the general public don't make a connection with the reader.

If you want to get someone's attention, write like you're talking directly to them.