My Top COLD EMAIL Hacks

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Welcome to the ten minute NBA, I'm yourhost Scott de Clary on the ten minute NBA, I give you tools, tactics, tipstrategies, insights that you can use to start scale grow or ten, YourBusiness Today, I'm going to give you some cold email strategies that you canuse to find, communicate with, sell to and close more customers. I hope youenjoy today. I just wanted to do a quicksession chat for vote, ten minutes about cold email, a why I don't want totalk about cold email because setting out some campaigns and I've been doingthis. For now. I don't Oboli e twelve or thirteen years, and I think thatthere'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 yousome strategy for the copy that you write in your cold emails and we firsthave to decide when we're talking about strategy. What do you want cold emailsto accomplish? Well, we want cold emails to be opened. You want them tobe 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. Sowhat do we have to do to get that to happen? Well, there's a lot of piecesto cold email right. First of all, you have to figure out your IP and your TCP.You have to figure out your ideal customer profile and your targetcustomer profile, which said simply, is just the companies that you would liketo target when you're doing a prospecting and legend. So this couldbe a company, a certain industry, certain size, a certain revenue numberof certain employee head count. Once you figure that out, then you move overto your buyer persona, so who's the individual who's, the job title, whatroles, responsibilities or pain points that they have within the company aretrying to reach out to so that could be the cove marketing director of sales.CEO VP finance could be head of operations, there's a million and onedifferent roles. So you got to figure out those things and you got to figureUSP your unique selling proposition. So your USP is how you're going toposition your product, and now you have...

...all the different components checkedoff and you want to go. Do some Legino 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 tocover? Subject Line, I'm not going to cover a call to action, I'm just goingto keep it in the actual body of the email. What you actually write sothere's two things that you should be focusing on. There's two strategiesthat you can use to write, effective, cold emails. The first one is calledpattern disruption and the second one is called. Why you? Why? Now, let'sgive you a little bit of history of these two methods and why they're, whythey're so impactful and why you should listen to me. Some guy you've, probablynever heard of so pattern. Disruption was first introduced by Aaron RossAaron Ross was one of the original employees at sales force. He firstjoined sales force to learn sales, but then in turn ended up building outtheir sales team growing the revenue exponentially. So he has an authorityin sales in building out sales process and and pure cold out bound when at thepoint, not as many people knew about...

...sales fors as they do now. So that'spattern disruption, that's where it came from and then Yuy now came fromJeff Hoffman and then I've also seen it discussed by an individual by name of JohnBarrows. Jeff Hoffman and John Barrows are incredible influencers in the salesspace. These are, I know. Jeff Hoffman hasworked in sales for for a large period of his career, and now he actually is a consale consultant and then JohnBarrows as well, is now a sales consultant, but they have built up avery, very incredible profile over their career and if you ask anybody whohas been in sales for a while, those names will resonate with them, so Jeff Hoffman, John Barrows. Those arethe individuals that I contribute the Y. U Y now strategy to so. First thepattern disruption from from Aaron Ross. What that means is that, when you'resending an email you want it to disrupt,...

...you want it to disrupt what the personis seeing in there in box in a good way. So when you're, when you're goingthrough 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 samehorrible sales pitches, then all of a sudden a pattern. Destruction issomething that changes it shocks you almost it's like when you get a piece of social contentthat 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 longvery short. What a sample email would look like would be something along thelines of Hey. I was just wondering if you were the individual responsible formaking decisions regarding marketing ta thanks Scott, not sales pitch, notselling anything you're, just asking a question: What does that accomplished?Well, it accomplishes a few things because you're so blunt and to thepoint it makes you seem like you have...

...authority, it makes you make. You knowwhat you want and you're not subservient to the individualsreceiving the email and it's not pitching them anything they're. Justthinking oh well, this is the they're just asking a question. That'sinteresting. I don't think I know this person and what that does is it breaksthe Potter 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 mostdifficult thing to do and they could say. Yes, it is me who is responsiblefor purchasing marketing technology, and that would be the best possiblesolution or scenario, because now you've engaged with the right decisionmaker. You may already know that that's the person who is responsible, but youare you- are pattern disrupting the emails that they're getting yourpatterson pattern, disrupting them so that they respond to you and then theother potential scenario or outcome could be they'll say no. It's actuallynot 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 intheir inbox is not what they see from every other sales rap they're, morelikely to respond you're, establishing a level of authority, and potentiallyyou could just be getting pointed in the right direction. All of thosethings are beneficial outcomes. So this is a strategy you can use so that youaren'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 tospeak about was the Y. U why now? This is another strategy you can use, that'salso very effective what it can be used for the first email when you're doingthe first cold email or it could be used as a follow up. For example, afterthey've responded to the first cold email, then you hit them with a. Whyyou why now email? What is a? Why you? Why now email? Well, why you? Why nowemail is essentially just an email that is highlighting? Why you why the personwho's receiving the email should care...

...about my product or service? Why it'srelevant to them your hyper personalizing, this email? This is notsomething you can automate, so you are tying a pain point or an event.Something that's happened in both the company that you're reaching out tolife 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 toyour product. So it's relevant, it's hyperreal! Where can you find thisinformation? You can go on the link and you can go on their twitter. You can goon. 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 makesthe product or service that you're selling relevant to the customer andthe Second Piece O. that's the! Why you and then the why now is a meaningfulevent in either the company's life cycle or the target the targetcustomers life cycle? What is that look...

...like that could be anything from? They just got a funding round. Theyjust perhaps close a large enterprise, client, they're hosting an eventthey're looking to hire new marketers new sales wraps. You just heard themspeak at a webinars or at at an event, and youheard about some of the pain points that their companies trying to solve,and you just reference something that c Mo or an executive spoke about, and youare showing why your product can solve that problem right now. So the! Why youwhy? Now, it's probably the most impactful way to actually connect in ameaningful way in a personalized way, with the person you're trying to reachout to and then highlighting why it's important for them to care about yourproduct. But what more importantly, why it's important for them to care aboutyour product right now that will increase the sales velocity. It willincrease the amount of time it takes from when you first reach out to one todeal closes, which is also important,...

...but there's also just the better chanceof them. Responding to that reciprocating. To that and feeling likeyou know enough about their business to actually help them and that's one ofthe most important things you can do in sales, you can have the best productand you can talk about all these incredible features and legits and allthis extra stuff. But if you don't tie it to something that's relevant on thetop of the mind of the person who you're selling it to they won't care.Remember, even in B to B, you are still selling the people. That decision makerin the company has a problem, that's on top of their mind right now thatthey're trying to solve for and if you can tie something that you're sellingto the problem. That's keeping that decision maker up at night. It could bea business problem, but you do know that a business problem for anexecutive is a personal problem that will help you sell quicker, faster andmore effectively. So those are two strategies, the pattern disruption andthe Y. U Y! Now that you should start using N in your cold out bound, youwill see an optic in the amount of...

...replies back and in turn, meetings,booked, Demos and sale. anyways. That's different today. Remember any businessquestions you have. Don't worry. I got you. This has been another ten minute.NBA have a great day I'll, see you tomorrow. I.

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