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 you tools, tactics, tip, strategies, insights that you can use to start, scale, grow or en x Your Business. Today I'm going to give you some cold email strategies that you can use to find, communicate with cell to and close more customers. I hope you enjoy today. I just wanted to do a quick session chat for about ten minutes about cold email. And why don't want to talk about cold email? Because setting up some campaigns, and I'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 over to you that I think will make your cold email outreach much better. So I'm just going to give you some strategy for the copy that you write in your cold emails. And we first have to decide. We're talking about strategy. What do you want cold emails to accomplish? Well, we want cold emails to be opened, we want them...

...to be read and we want the reader to reply back to us, hopefully book a meeting, ask for more information 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, you have to figure out your ICP, your TCP. You have to figure out 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 a prospecting and legend. So this could be a company certain industry, certain size, at certain revenue number, a certain employee head count. Once you figure that out, then you move over to your buyer persona. So who's the individual? WHO's the job title? What roles, responsibilities or pain points that they have within the company you're trying to reach out to. So that could be 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 position your product. And now you have all...

...the different components checked off and you want 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 sending out? I'm not going to cover subject line, I'm not going to cover called action. I'm just going to keep it in the actual body of the email, what you actually write. So there's two things that you should be focusing 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 why you? Why Now? Let's give you a little bit of history of these two methods and why they're why they're so impactful and why you should listen to me, some guy you've probably never heard of. So pattern to disruption was first introduced by Aaron Ross. Aaron Ross was one of the original employees at sales force. He first joined sales force to learn sales but then, in turn ended up building out their sales team growing the revenue exponentially. So he has an authority in sales and building out sales process and in pure cold outbound when at the point not as many people knew about sales force as they do now. So that's pattern disruption. That's...

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

...what the person is seeing in their inbox in a good way. So when you're when you're going through all of your emails, when you see all of your different emails, you're seeing all the same stuff, all the all the same copy, all the same horrible sales 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 social content that stops you from scrolling. That's pattern disruption in your inbox. So how do you do that? Well, you come across as slightly Abrasive, very to the point, not long, very short. What a sample email would look like would be something along the lines of Hey, I was just wondering if you were the individual responsible for making decisions regarding marketing tech. Thanks, Scott. Not Sales Pitch, not selling anything, you're just asking a question. What is that accomplished? Well, it accomplishes a few things because you're so blunt and to the point.

It makes you seem like you have authority, it makes you make you know what you want and you're not subservient to the individuals receiving the email. And it's not pitching them anything. They're just 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 does is it breaks the pattern. And what that will do is it will do one of two things. First of all, it will get them to respond back to you, which has broke that is the most difficult thing to do and they could say, yes, it is me who is responsible for purchasing marketing technology, and that would be the best possible solution or scenario, because now you've engaged with the right decision maker. You may already know that that's a person who is responsible, but you are you are pattern disrupting the emails that 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 the decision maker is. So you are...

...disrupting the pattern, you are making it so that what they see in their inbox is not what they see from every other sales Rep. they're more likely to respond, you're establishing a level of 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 can use so that you aren't pitching right off the fly. You're just starting the conversation 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 you why 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 first cold 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 with a why you why now? Email. What is a why you? Why now email? Will a why you why now email is essentially just an email that is highlighting why you, why the...

...person who's receiving the email should care about my product or service, why it's relevant to them. You're hyper personalizing this email. This is not something you can automate. So you are tying a pain point or an event or something that's happened in both the company that you're reaching out too, is life cycle, as well as the individual who you're reaching out to. You're attaching something that you know about that individual and that company to your product. So it's relevant. It's hyper relevant. Where can you find this information? You can go on their link and you can go 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 find something that you can use to personalize the email that makes the product or service that you're selling relevant to the customer and the second piece. So that's the why you. And then the why now is a meaningful event in either the company's life cycle or the target the target customers life cycle. What is that look 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 looking to hire new marketers, new sales reps. you just heard them speak at a Webinar or at an event and you heard about some of the pain points that their companies trying to solve. And you just reference something that CMO or an executive spoke about and you are showing why your product can solve that problem right now. So the why you, why now is probably the most impactful way 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 important for them to care about your product, but what more importantly, why it's important for them to care about your product right now. That will increase the sales velocity, it will increase the amount of time it takes from when you first reach out to one of deal closes, which is also important, but there's also just the better chance of them...

...responding to that, reciprocating to that and feeling like you know enough about their business to actually help them, and that's one of the most important things you can do in sales. You can have the best product and you can talk about all these incredible features and widgets and all this extra stuff, but if you don't tie it to something that's relevant 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 still selling the people. That decision maker in the company has a problem that's on top of their mind right now that they're trying to solve for and if you can tie something that you're selling to the problem that's keeping that decision maker up at night, it could be a business problem, but you do know that a business problem for an executive is a personal problem. That will help you sell quicker, faster and more effectively. So those are two strategies, the pattern disruption and the why you why now that you should start using in your cold 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 see you tomorrow.

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