My Top COLD EMAIL Hacks

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Welcome to the ten minute MBA.I'm your host, Scott declary. On the ten minute Mba I give youtools, tactics, tip, strategies, insights that you can use to start, scale, grow or en x Your Business. Today I'm going to giveyou some cold email strategies that you can use to find, communicate with cellto and close more customers. I hope you enjoy today. I just wantedto do a quick session chat for about ten minutes about cold email. Andwhy don't want to talk about cold email? Because setting up some campaigns, andI've been doing this for now on't but like twelve, thirteen years,and I think that there's some tips and hints that I can easily give overto you that I think will make your cold email outreach much better. SoI'm just going to give you some strategy for the copy that you write inyour cold emails. And we first have to decide. We're talking about strategy. What do you want cold emails to accomplish? Well, we want coldemails to be opened, we want them...

...to be read and we want thereader to reply back to us, hopefully book a meeting, ask for moreinformation and, at the end of the day by our product. Right.So what do we have to do to get that to happen? Well,there's a lot of pieces to cold email. Right. First of all, youhave to figure out your ICP, your TCP. You have to figureout your ideal customer profile and your target customer profile, which, said simply, is just the companies that you would like to target when you're doing aprospecting and legend. So this could be a company certain industry, certain size, at certain revenue number, a certain employee head count. Once you figurethat out, then you move over to your buyer persona. So who's theindividual? WHO's the job title? What roles, responsibilities or pain points thatthey have within the company you're trying to reach out to. So that couldbe the CMO, VP marketing, director of sales, CEO, VP finance, it could be had of operations. There's a million and one different roles. So you got to figure out those things and you got to figure USP, your unique selling proposition. So your USP is how you're going to positionyour product. And now you have all...

...the different components checked off and youwant to go do some Legen, you want to go do some prospecting.Okay, great, so what do we put in the emails that we're sendingout? I'm not going to cover subject line, I'm not going to covercalled action. I'm just going to keep it in the actual body of theemail, what you actually write. So there's two things that you should befocusing on. There's two strategies that you can use to write effective cold emails. The first one is called pattern disruption and the second one is called whyyou? Why Now? Let's give you a little bit of history of thesetwo methods and why they're why they're so impactful and why you should listen tome, some guy you've probably never heard of. So pattern to disruption wasfirst introduced by Aaron Ross. Aaron Ross was one of the original employees atsales force. He first joined sales force to learn sales but then, inturn ended up building out their sales team growing the revenue exponentially. So hehas an authority in sales and building out sales process and in pure cold outboundwhen at the point not as many people knew about sales force as they donow. So that's pattern disruption. That's...

...where it came from. And thenwhy you? Why now, came from Jeff Hoffman, and then I've alsoseen it discussed by an individual by name of John Barrows. Jeff Hoffman andJohn Barrows are incredible influencers in the sales space. These are I know JeffHoffman has worked in sales for a for a large period of his career andnow we actually is a con sales consultant, and then John Barrows as well isnow a sales consultant. But they have built up a very, veryincredible profile over their career and if you ask anybody who has been in salesfor a while, those names will resonate with them. So Jeff Hoffman,John Barrows, those are the individuals that I contribute the why you, whynow? Strategy to. So first, the pattern disruption from from Aaron Ross. What that means is that when you're sending an email, you want itto disrupt, you want it to disrupt...

...what the person is seeing in theirinbox in a good way. So when you're when you're going through all ofyour emails, when you see all of your different emails, you're seeing allthe same stuff, all the all the same copy, all the same horriblesales pitches. Then all of a sudden a pattern disruption is something that changes. It shocks you almost. It's like when you get a piece of socialcontent that stops you from scrolling. That's pattern disruption in your inbox. Sohow do you do that? Well, you come across as slightly Abrasive,very to the point, not long, very short. What a sample emailwould look like would be something along the lines of Hey, I was justwondering if you were the individual responsible for making decisions regarding marketing tech. Thanks, Scott. Not Sales Pitch, not selling anything, you're just asking aquestion. What is that accomplished? Well, it accomplishes a few things because you'reso blunt and to the point.

It makes you seem like you haveauthority, it makes you make you know what you want and you're not subservientto the individuals receiving the email. And it's not pitching them anything. They'rejust thinking, oh well, this is the they're just asking a question.That's interesting. I don't think I know this person. And what that doesis it breaks the pattern. And what that will do is it will doone of two things. First of all, it will get them to respond backto you, which has broke that is the most difficult thing to doand they could say, yes, it is me who is responsible for purchasingmarketing technology, and that would be the best possible solution or scenario, becausenow you've engaged with the right decision maker. You may already know that that's aperson who is responsible, but you are you are pattern disrupting the emailsthat they're getting. Your patterns pattern disrupting them so that they respond to you. And then the other potential scenario or outcome could be they'll say no,it's actually not me, it's this person, and now you actually know who thedecision maker is. So you are...

...disrupting the pattern, you are makingit so that what they see in their inbox is not what they see fromevery other sales Rep. they're more likely to respond, you're establishing a levelof authority and potentially you could just be getting pointed in the right direction.All of those things are beneficial outcomes. So this is a strategy you canuse so that you aren't pitching right off the fly. You're just starting theconversation and it once you have the conversation started, that's the most difficult part. Now the second piece that I wanted to speak about was the why youwhy now? This is another strategy you can use that's also very effective.What it can be used for the first email, when you're doing the firstcold email, or it could be used as a follow up, for example, after they've responded to the first cold email, then you hit them witha why you why now? Email. What is a why you? Whynow email? Will a why you why now email is essentially just an emailthat is highlighting why you, why the...

...person who's receiving the email should careabout my product or service, why it's relevant to them. You're hyper personalizingthis email. This is not something you can automate. So you are tyinga pain point or an event or something that's happened in both the company thatyou're reaching out too, is life cycle, as well as the individual who you'rereaching out to. You're attaching something that you know about that individual andthat company to your product. So it's relevant. It's hyper relevant. Wherecan you find this information? You can go on their link and you cango on their twitter, you can go on you can go on Google News, you can look up press releases from the company. You have to findsomething that you can use to personalize the email that makes the product or servicethat you're selling relevant to the customer and the second piece. So that's thewhy you. And then the why now is a meaningful event in either thecompany's life cycle or the target the target customers life cycle. What is thatlook like? That could be anything from...

...they just got a funding round,they just perhaps close a large enterprise client, they're hosting an event, they're lookingto hire new marketers, new sales reps. you just heard them speakat a Webinar or at an event and you heard about some of the painpoints that their companies trying to solve. And you just reference something that CMOor an executive spoke about and you are showing why your product can solve thatproblem right now. So the why you, why now is probably the most impactfulway to actually connect in a meaningful way, in a personalized way,with the person you're trying to reach out to and then highlighting why it's importantfor them to care about your product, but what more importantly, why it'simportant for them to care about your product right now. That will increase thesales velocity, it will increase the amount of time it takes from when youfirst reach out to one of deal closes, which is also important, but there'salso just the better chance of them...

...responding to that, reciprocating to thatand feeling like you know enough about their business to actually help them, andthat's one of the most important things you can do in sales. You canhave the best product and you can talk about all these incredible features and widgetsand all this extra stuff, but if you don't tie it to something that'srelevant on the top of the mind of the person who you're selling it to, they won't care. Remember, even in be to be you are stillselling the people. That decision maker in the company has a problem that's ontop of their mind right now that they're trying to solve for and if youcan tie something that you're selling to the problem that's keeping that decision maker upat night, it could be a business problem, but you do know thata business problem for an executive is a personal problem. That will help yousell quicker, faster and more effectively. So those are two strategies, thepattern disruption and the why you why now that you should start using in yourcold outbound you will see an uptick in...

...the amount of replies back and,in turn, meetings booked demos and sale. anyways, that's it for today.Remember any business questions you have. Don't worry, I got you.This has been another ten minute MBA. Have a great day. I'll seeyou tomorrow.

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