Cold Emailing Jason Beraud: Techniques That Convert

Jason Beraud's cold emailing techniques have transformed ignored sequences into machines for qualified appointments. No abstract theory — real-time corrections on actual emails, with real entrepreneurs.

Here’s what Jason teaches in his workshops, and why it works.

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The Mistake 90% of Entrepreneurs Make

Jean-Philippe had spent hours on his emails. He was targeting jewelers and cutlers with his innovative material. Result: zero responses.

Jason Beraud read the first email and said: "Your emails are too long. And you introduce yourself too much."

This is the classic trap. We confuse cold email with a sales brochure. A cold email is not there to sell. It’s there to get an appointment.

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The Fundamental Rule: Start with the Client, Not the Product

Jason never starts with "here’s what I do." He starts with: "here’s the problem you have."

For Jean-Philippe, he dug deeper: what really frustrates a cutler? Made in China. Materials found everywhere. The inability to tell a sourcing story.

Only after identifying this frustration does the email take shape.

Before (Jean-Philippe's Version)

A 200-word block. Company introduction, description of micarta, list of benefits, vague call to action.

After (Jason's Version)

Subject: "Micarta?"

"Hello [First Name],

I help cutlers in the [XYZ] region create knives with micarta material from Nîmes made from repurposed materials.

I have already assisted about ten cutlers in creating custom denim-inspired knives that stand out from traditional knives.

On average, cutlers observe that their customers appreciate this trend and increase their sales by 4-5% towards a new (younger) clientele.

Would you like to know more about Nîmes knives that you can sell?"

80 words. Problem. Social proof. Quantified benefit. Simple question.

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The Problem – Solution – Benefit Structure

Jason applies the same logic for Christophe, a SME/ETI strategy consultant.

Subject: "Question Jean-Marc"

"Hello Jean-Marc,

I help ETI and SME leaders realign their marketing and sales teams to increase their margin by up to +10%.

I have already assisted 34 companies in restructuring.

With company X, we validated an offer and a market that generated +23% in revenue and +23% in margin.

Are you open to the idea of restructuring to achieve your 2024 goals?"

Note the details. Not "about thirty companies." 34 companies. Not "around 20%". +23% in revenue.

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The Psychology of Precise Numbers

Jason insists on this in every correction: "Always include a precise number. It’s not 30, it’s not about thirty."

Why? Because "34 companies" sounds credible. "About thirty" sounds made up.

A precise number creates immediate credibility. The reader thinks: this person has counted. They know what they’re doing.

Apply this to every claim in your emails. Not "several satisfied clients." Not "good results." Real, precise, verifiable numbers.

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The Fibonacci Sequence for Spacing Follow-ups

This is one of Jason's lesser-known secrets. Most people send follow-ups every 3 days. Jason uses the Fibonacci sequence:

Email	Delay Before Next
Email 1	→ 2 days
Email 2	→ 3 days
Email 3	→ 5 days
Email 4	→ 8 days
Email 5	→ 13 days
Email 6	—

The logic is simple. The more you send, the more likely you are to be seen. But the more you send, the more you risk annoying. So the more you send, the more you space out.

This mathematical progression optimizes persistence without creating harassment.

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The Spam Words That Sabotage Your Campaigns

Christophe had written "free discovery appointment." Jason reacted immediately.

"Never put 'free' in an email. It’s a spam word. Always. And even 'offered' can get flagged."

Spam filters detect these words. Your email never reaches the inbox. No matter how good the content is.

Words to Absolutely Avoid:

• Free
• Special offer
• Promotion
• Discount
• Click here
• Urgent

The rule: if it looks like advertising, it ends up in spam.

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Multiplying Angles of Attack

Jason recommends not to rely on a single angle. For Christophe, he identifies four distinct value propositions:

1. Sales Performance — redo processes to sell more
2. Market Performance — better identify your target
3. Time Saving — reorganize teams
4. Go-to-Market — conquer new markets

"You can do two or three. Just send 100-150 emails, and see which one responds best."

This is A/B testing applied to cold emailing. No theory. Real data.

This approach is particularly effective when you have a qualified contact database. IBLead allows you to extract business lists from Google Maps — 50M+ businesses in 37 countries, filtered by industry, city, Google rating, and more. At €44 for 10,000 contacts, you can test multiple angles without breaking the bank.

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Never Mention Price in the First Email

Jean-Philippe had mentioned his rates. Jason cut in: "No pricing, no discounts, no nonsense, we don’t care!"

Mentioning price in a first email kills the conversation before it starts. The prospect has no context. They see a number without any associated value. They say no.

The goal of a cold email is not to sell. It’s to get a conversation going. The price comes later, once the value is established.

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The Ego Technique for the Last Email

The 5th or 6th email in the sequence plays on a different psychology.

"Hello [First Name],

I haven’t heard back from you...

Are you not interested? Don’t you have time to reply? Are you not the right person?

If you’re not the right person, let me know who to call on your behalf.

If you’re short on time, here’s my calendar: [link]"

"The goal is to try to poke at their ego a bit," explains Jason.

This email works because it forces a reaction. Either the prospect responds to justify themselves. Or they redirect to the right person. In both cases, you move forward.

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Shifting from Seller to Advisor: The Change in Posture

The most important transformation in Jason's corrections is not technical. It’s a matter of posture.

Seller Approach	Advisor Approach
"I am..."	"I help..."
"My product does..."	"My clients achieve..."
"Do you want to buy?"	"Do you want an audit?"

This change in vocabulary alters the recipient's perception. You are no longer someone trying to take their money. You are someone who has solved the problem for 34 other companies like theirs.

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The Three Families of Universal Angles

Jason summarizes his framework into three categories that apply to all sectors:

1. Make Money — increase revenue, margin, average basket
2. Save Time — automate, delegate, simplify
3. Smart Flattery — "what you’re doing is good, it can be even better"

Every business you target responds to one of these three motivations. Identify which one before writing a single line.

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AI: Tool or Crutch?

Jean-Philippe admitted to using ChatGPT to write his emails. Jason reacted bluntly.

"You didn’t do your homework! These are exceptional tools but they’re not there to replace you. They’re there as an extension of your brain."

The problem with using ChatGPT raw: it generates generic emails. Polished, well-structured, and completely interchangeable. No one responds to an email that could have been sent by anyone to anyone.

Jason recommends creating a custom GPT trained on your style, your client cases, your phrasing. AI as an accelerator, not a replacement.

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Test Before You Scale

Jason emphasizes a point that many ignore: don’t scale before you’ve validated.

"What’s interesting for you is to have as many people online as possible telling you which arguments resonate with them."

100 to 150 emails per angle. Measure open rates, response rates, types of responses. Then scale the angle that performs.

Scaling a sequence that doesn’t convert is just burning more contacts faster.

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Deliverability: The Invisible Prerequisite

Having the best sequence in the world is useless if your emails end up in spam.

Key points:

• Avoid spam words (see above)
• Don’t send in bulk from a new domain
• Warm up your domain gradually
• Respect Fibonacci spacing
• Always offer an unsubscribe option

Deliverability is the foundation. Without it, everything else is pointless.

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The 7 Rules of Cold Email According to Jason Beraud

1. Conciseness — 4 to 5 lines maximum per email
2. Start with the Client — problem before solution
3. Precise Numbers — 34 companies, not "about thirty"
4. No Spam Words — "free" is banned for life
5. Fibonacci — spacing of 2-3-5-8-13 days
6. Test Multiple Angles — money, time, ego
7. Advisor Posture — support, not selling

These seven rules are not opinions. They are real-time corrections applied to actual emails, with measurable results.

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FAQ — Cold Emailing and B2B Prospecting

Is cold emailing legal in France?

Yes, for B2B prospecting. You must comply with GDPR: offer a clear unsubscribe option and use legally obtained data. Prospecting between professionals is allowed.

What response rate can I expect from a cold emailing campaign?

The industry average is between 1% and 4%. With Jason Beraud's techniques — personalization, precise numbers, multiple angles — some achieve 15 to 20% on well-targeted niches.

How many emails in a sequence?

Jason recommends a maximum of 5 to 6 emails. The last one uses the ego technique. After 6 contacts without a response, move on.

How do I choose the right angle of attack?

Test 2 to 3 angles on 100 to 150 emails each. Measure response rates. Scale the winning angle. Don’t guess — test.

Should I personalize each email manually?

No. Personalize the structure and key variables (first name, company, industry, relevant figure). AI can speed up this work if trained on your style. The goal is for each email to seem written for a single person.

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To apply these techniques, you need a qualified contact database. IBLead indexes 50M+ Google Maps businesses in 37 countries — filtered by industry, city, rating, technologies used. Export to CSV, import into your sending tool. free credits — 200 credits included