I like formulas over templates.<\/p>\n
There’s a difference.<\/p>\n
Formulas are fluid and can fit many different scenarios. Templates are rigid and either need to be used as is or gutted and redone.<\/p>\n
Using a word-for-word template has its place. But formulas can adapt to nearly any sales pitch, product and service making them a better choice for cold email<\/a>.<\/p>\n Whether it’s been finding clients for my company or working as a Content Manager in the marketing and sales technology space Formulas have always come in handy.<\/p>\n In this post, I’ll share some of the most successful formulas I’ve found.<\/p>\n Note: You won’t find AIDA<\/a>, BAB or other typical copywriting formulas. They’re awesome, but you’ve likely heard of them.<\/p>\n I hope you haven’t thought about all of the ones hereafter.<\/p>\n Let’s go.<\/p>\n Breakdown:<\/p>\n I’ve written tons of lead gen emails for clients and myself while working on scalable cold email service<\/a> campaigns across different industries.<\/p>\n Almost every time it’s better to avoid a direct pitch. Get them to download something or agree to a consultation. But there are exceptions.<\/p>\n One time, I wrote emails for a guy selling a device that would text all Android devices within a certain range of a brick and mortar business.<\/p>\n No intro needed there. It was basically, Hey, you want to text everyone within 500 feet to come visit your store??<\/p>\n What shop owner wouldn’t?<\/p>\n Possible Subject Lines:<\/strong> Quick question, I’ll get to the point<\/p>\n Sample Email:<\/strong><\/p>\n Hi {First Name},<\/em><\/p>\n What if you could send a text to everyone within 500 feet of {shop name}<\/em><\/p>\n That’s exactly what {product name} can do.<\/em><\/p>\n You can alert anyone carrying an Android phone, tell them where you are and even offer them a discount for stopping by.<\/em><\/p>\n Set up a time to talk right here, or simply reply to this email to find out more.<\/em><\/p>\n Best,<\/em><\/p>\n {Your name}<\/em><\/p>\n Key Point:<\/strong> If the elevator pitch for you company helps you convert cold contacts, then this may be applicable to your products\/services. (I’d still test the formula and see.)<\/p>\n Breakdown:<\/strong><\/p>\n Nothing beats a good case study.<\/p>\n Essentially, you’re highlighting what others have done (with success), especially those who succeed using your company’s products and services.<\/p>\n The biggest key here is to use specific results, yet a subtle (nigh non-existent) pitch.<\/p>\n You want them to check out the case study, not buy now. If they check out the case study, it’s a great sign that they’re ready to talk.<\/p>\n Possible Subject Lines: How {Client name} + {Achieved benefit} + {Specific number} (How McDonalds sold 30% More Cheeseburgers)<\/p>\n Sample Email:<\/strong><\/p>\n Hi {First Name},<\/em><\/p>\n McDonalds sold 225 million hamburgers last year. (Psst: That’s XX% more than before).<\/em><\/p>\n What could {Lead’s company name} do with a jump like that, {first name}<\/em><\/p>\n If you’re interested in seeing the full case study, detailing exactly how {Your company} was able to help achieve these results click here.<\/em><\/p>\n Let me know what you think!<\/em><\/p>\n Best,<\/em><\/p>\n {Your name}<\/em><\/p>\n Key Point:<\/strong><\/p>\n If you have happy customers, you’ll want to reach out and put together a case study<\/a>. Make sure it looks and sounds awesome. Then, use it to reach out to prospects.<\/p>\n Breakdown:<\/strong><\/p>\n One of the easiest ways to get a conversation started is to offer your expert advice to those who will likely want to hear it. Consultations can be<\/a> a great lead gen strategy.<\/p>\n If you’re a real estate agent, you could send bulk emails<\/a> to FSBO home owners who have been on the market for too long. If you are not sure how to come up with an appealing email, you can always check pre-made email outreach templates<\/a>.<\/p>\n An agency can give actual semi-technical SEO tips that boost the site-in-questions rankings leaving them to wonder what you could do if they paid you.<\/p>\n If you do something for a living, there are other people who want to hear your tips.<\/p>\n Bonus: You could put the most common tips into a written report or webinar (which we discuss further down). With a tangible resource, you’re not using your own time and people still feel the value. (This method may or may not perform as well as a consult. TEST!)<\/p>\n Possible Subject Lines:<\/strong> Listing for {Property Address}<\/p>\n Sample Email:<\/strong><\/p>\n Hi {First Name},<\/em><\/p>\n Selling your home can be tough.<\/em><\/p>\n After looking through listings, I noticed your home is for sale by owner.<\/em><\/p>\n First things first, I’m a real estate agent. But I wanted to reach out and offer a consultation on ways that you can improve your listing and sell your home as soon as possible.<\/em><\/p>\n You’d be more than welcome to take my advice and keep your FSBO listing, if you’d like.<\/em><\/p>\n Interested? You can give me a call or simply reply to this email to get things set up.<\/em><\/p>\n Best,<\/em><\/p>\n {Your name}<\/em><\/p>\n Key Point:<\/strong> Offer your advice and make it good. If they’re able to avoid the DIY method, they’ll likely pay for you to implement the plan.<\/p>\n Breakdown:<\/strong><\/p>\n Woah, woah. Wait a minute.<\/p>\n You may be thinking, I can be direct, create a case study and offer a consult. But a webinar sounds tough.<\/p>\n Yes and no.<\/p>\n Webinars take some knowledge in presentation building (something many sales reps already have) and a bit of technical know-how.<\/p>\n But honestly, holding a webinar has never been easier<\/a>. And if the people you email are targeted enough, you shouldn’t have a problem building a decent audience for your presentation.<\/p>\n If you think about it, it’s a unique way to get people to pay attention to your cold email<\/a> and get them to attend something that has had crazy conversion rates.<\/p>\n Possible Subject Lines:<\/strong> Webinar: {Title}<\/p>\n Sample Email:<\/strong><\/p>\n Hi {First Name},<\/em><\/p>\n Open Enrollment is the craziest time of year for HR pros.<\/em><\/p>\n To help, we’ve put together a webinar with 7 of the most common mistakes made during enrollment and how to avoid them.<\/em><\/p>\n These mistakes costs companies money and, more importantly, leave people underinsured every year.<\/em><\/p>\n Get your seat in the limited webinar, by registering right here.<\/em><\/p>\n Look forward to seeing you there, {First name}!<\/em><\/p>\n Best,<\/em><\/p>\n {Your name}<\/em><\/p>\n P.S. Check out the bonuses you’ll get for registering and attending the webinar while you’re on the registration page \ud83d\ude42<\/p>\n Key Point:<\/strong> Webinars are like a consult with (potentially) hundreds of people listening. Use them to fill your funnel with highly qualified leads.<\/p>\n Possible Subject Lines:<\/strong> Quick question, I’ll get to the point<\/p>\n Breakdown:<\/strong><\/p>\n Here’s another real world successful outbound campaign.<\/p>\n It came when a certain agency set out to attract clients in the medical industry. Doctors, dentists, and even specialized RN to MSN<\/a> nurses are constantly But this agency decided to start a podcast for their target prospects.<\/p>\n Their outbound campaign consisted of emailing doctors to see if they would be guests and help other doctors grow their practices.<\/p>\n Response rates were off the charts.<\/p>\n Guests were booked, leads were qualified (from the guests) and clients were won.<\/p>\n Possible Subject Lines: Be our guest, Want to be on our podcast? (Seriously.)<\/p>\n1. The Direct Approach<\/h2>\n
Intro Sentence + Brief Explanation + One Line Ask<\/h3>\n
2. Our Customers Succeed<\/h2>\n
Client Results + Limited Explanation + Call-to-Action<\/h3>\n
3. Consultation Offer<\/h2>\n
Common Industry\/Role\/Individual Problem + Experience + Consult Offer + Call-to-Action<\/h3>\n
4. Webinar Invite<\/h2>\n
Description of Pain Solved in Webinar + Invitation + Scarcity + CTA<\/h3>\n
5. Be Our Guest<\/h2>\n
Ask for Help (for Audience) + Description\/Invitation to Podcast + CTA<\/h3>\n
\nhounded by agencies. It’s a crowded niche.<\/p>\n