Email Framework #8: 3-B

Writing cold emails that get replies can seem tricky. In a very limited amount of space, you need to catch your lead’s attention and deliver value.

That’s where the 3-B framework helps.

Here’s a closer look at the 3-B email framework, how it works, and when to use it. 

What is the 3-B framework?

The 3-B email framework is a simple yet effective, no-nonsense approach for writing cold sales emails that get attention and drive action. As the name suggests, the 3-B framework is built around 3 key principles:

• Brief (keep the email short and to the point)
• Blunt (say what you want without beating around the bush)
• Benefit (say what’s in it for your lead)

This approach helps you focus your email copy on what matters most, making your messages clear, direct, and engaging.

Core elements of the 3-B framework

The 3-B framework is designed to make your emails easy to read and hard to ignore. For this to happen, emails need to adhere to all 3 key principles. 

Here’s a closer look at how you carry out each principle or element.

When used together, these 3 elements lead to emails that are clear, direct, and value-packed. This makes your messages more impactful while increasing your chances of getting a reply.

For greatest impact, you’ll want to personalize the benefit or – at minimum – create a hyper-relevant message.

When to use the 3-B framework in sales outreach

The 3-B framework shines when you need to grab attention, share value, and prompt action in as few lines as possible. In this regard, the 3-B approach is fairly similar to the Justin Michael Method.

Here are some of the top use cases for the 3-B framework:

• Follow-ups – The 3-B framework is perfect for nudging leads, bumping your emails to the top of your lead’s inbox, and getting the conversation moving.
• Event invites – 3-B messaging helps share just enough info to spark curiosity and get leads to RSVP for an event. 
• Quick updates – 3-B is also great for product drops, feature launches, company announcements, and other brief but important news that might drive a person to demo.
• Time-sensitive offers – 3-B emails highlight the immediate value of an action while doubling down on the sense of urgency.
• Breaking through email fatigue – The no-fluff, value-driven style helps you cut through the noise of flooded inboxes.

Benefits of the 3-B framework

The 3-B messaging approach offers a range of benefits that make it a game-changer for sales outreach:

• Saves time for both parties – 3-B messages are brief and direct. This respects your prospect’s time while making it easier and faster to write emails.
• Captures attention fast – A blunt and upfront tone increases your chances of getting noticed in a packed inbox.
• Communicates value clearly – By focusing on the benefits, 3-B emails tell leads what’s in it for them. As a result, your emails become more compelling.
• Strengthens engagement – Clear, value-packed emails make it easier for prospects to respond and take the next step.

3-B framework example

Here’s an example of a possible 3-B email you might use. You can also set up AiSDR to run entire campaigns using this approach.

General framework

Like other sales frameworks, 3-B emails are defined by a general structure rather than a strict template.

Here’s an example:

Email example

Here’s an example of a potential 3-B email.

All you’d need to do is swap out the webinar title, what it’s about, and the value delivered.

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