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- The 3-B Plan for Cold Emailing: Brevity, Bluntness, and Basic — The Simplicity That Wins Replies
The 3-B Plan for Cold Emailing: Brevity, Bluntness, and Basic — The Simplicity That Wins Replies
Lessons from Gregory Ciotti’s timeless “Be Brief, Be Blunt, Be Gone” framework for writing emails busy people actually answer.
In partnership with
The Real Reason Your Emails Don’t Get Replies
You’ve sent the perfect cold email — clear value, relevant prospect, thoughtful follow-up — and still… nothing.
Here’s the uncomfortable truth: your email probably didn’t respect the one thing your recipient values most — their time.
Gregory Ciotti, writer and marketing strategist behind Sparring Mind (and formerly of Help Scout), introduced what he called the 3-B Plan for effective communication: Be Brief, Be Blunt, Be Gone. His framework, later shared through Lifehacker, remains one of the most practical systems for reaching busy professionals without losing their interest halfway through your first sentence.
For cold emailers and B2B marketers, Ciotti’s approach is a masterclass in how to say just enough to make people care.
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Why the 3-B Plan Works in Cold Outreach
The inbox of your prospect isn’t a conversation starter — it’s a battlefield.
They’re scanning for signals that say: “This is worth my attention.”
The 3-B Plan works because it filters out everything that doesn’t belong. It forces you to:
Strip your email down to its essential value.
Respect cognitive and time constraints.
Deliver your pitch as clearly as possible.
Let’s see how each of the 3 Bs translates into cold email strategy.
1. Be Brief — Cut Everything That Doesn’t Serve Clarity
Length kills engagement. A cold email should take under 20 seconds to read.
That means:
Keep your body copy to around 75–100 words.
Eliminate filler like “I hope this finds you well.”
Use short paragraphs (1-2 lines max) so it’s skimmable on mobile.
Example:
“Hi [Name], noticed you recently expanded your [team/product line].
We helped a similar company boost engagement by 23% using [solution].
Could I send a 2-slide summary?”
One look, one takeaway, one simple action.
2. Be Blunt — Clarity Is the Highest Form of Respect
“Blunt” doesn’t mean aggressive. It means no confusion about why you’re emailing.
Your recipient shouldn’t have to decode your intent. Instead, state your reason early and clearly:
Lead with context: “I saw your recent post on X…”
Follow with a direct value statement: “We helped Y company achieve Z.”
End with a small, frictionless ask: “Would you be open to a 2-minute overview?”
A blunt email shows confidence and intent — two signals that build credibility in cold outreach.
3. Be Basic — Don’t Overdesign or Overthink It
There’s a myth that clever formatting, emojis, or humor make emails stand out. But most prospects want simplicity and relevance.
Being “basic” in this context means:
Use plain text — not fancy HTML templates.
Skip long intros, links, and attachments.
Avoid gimmicks or unnecessary personality when reaching executives.
If your message appears to be something a real person wrote in five minutes, it reads as authentic.
Applying the 3-B Plan in Your Campaigns
Here’s what an effective 3-B cold email looks like in structure:
Subject: “Quick idea for your Q4 campaigns”
Body:
Hi [Name],
I saw your team recently launched [X initiative]. We worked with [similar brand] on [Y strategy] that increased replies by 27% in 30 days.
Would you be open to a 2-minute overview?
Best,
[Your Name]
[Your Role | Company]
Short. Clear. Human.
Brevity: It’s easy to scan.
Bluntness: The value and ask are direct.
Basic: It reads like a one-to-one message, not a campaign blast.
Why Simplicity Converts
In modern outreach, complexity often signals insecurity. When marketers try too hard — over-personalizing, over-styling, or over-explaining — they dilute the message.
Gregory Ciotti’s rule isn’t just about words; it’s about respect. It recognizes that the prospect’s time is more valuable than your pitch’s length.
The 3-B mindset teaches teams to build trust through efficiency — a cornerstone of GTM success. When you start with clarity and end quickly, you leave room for curiosity. And curiosity is the emotion that earns replies.
Final Thought: The Discipline of “Be Gone”
Perhaps the hardest part of the 3-B Plan is the last B — Be Gone.
Once you’ve made your point, stop. Don’t follow up with a paragraph of credentials or three post-scripts. The reader should never wonder if your email is done — they should know exactly what to do next.
In outreach, as in life, restraint communicates confidence.
So next time you draft a cold email, ask yourself:
Is it brief enough to read in a breath?
Is it blunt enough to understand instantly?
Is it basic enough to feel human?
If the answer is yes to all three, you’ve written an email worth replying to.
See you next time,
— Team GTM Guild