SPECIAL REPORT FOR IAN BRODIE SUBSCRIBERS: OUTBOUND COLD TEMPLATES

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Melissa Stafford
8 years ago
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1 SPECIAL REPORT FOR IAN BRODIE SUBSCRIBERS: OUTBOUND COLD TEMPLATES Welcome! By now you should have downloaded and hopefully read the White Paper that accompanies this document. If you haven t make sure you get it here: If you don t then some of what follows may not make that much sense to you. Within that document I detailed 3 levels of Outbound Cold ing: 1. Mass 2. Named Account 3. Trigger Events Each approach has a style of that is a natural fit. It is very important to understand the reasons for and pros and cons of your approach before you even start to look at templates. MASS S: Mass s are generally used to take a mass market approach to provide a very quick way of profiling a large market population. It generally uses a vague referral style that is seeking to find the person in charge. Rarely are these s tailored to the company and tend to be a generic template like the ones that follow. The 1

2 reality is, this approach is fishing for a response. These can be very, very effective and can get around a 10% response rate. This isn t bad for a very low level of manual input. Companies can use MASS s effectively to quickly and easily profile an Industry or Prospect sector that offers many, many thousands of opportunities. One person can comfortably handle 1,500 to 2,000 outbound s per month. NAMED ACCOUNT: These are much more focused s with a relatively high degree of manual tailoring to allow for much greater impact and response. The trade off, however, is the reduced number that can be sent out in a month. These are much more effective when your target prospect list is smaller and can be subdivided into smaller lists of around companies who are likely to be a great fit with your Ideal Client Profile (ICP). One of the key things that very often differentiates NAMED ACCOUNT S is the fact that up to 5 people in the same company can be sent the same to allow for maximum prospect penetration. TRIGGER EVENT: These are very highly tailored s that can t be accurately forecast in the quantity you can send in a month. They are reliant on things outside of your control such as people changing jobs, press releases and new product developments. When done well these can get success of up to 80% CONVERSATION with at least 1 person from the targeted company. 2

MASS 1 VARIANTS: These email templates are reasonably generic boiler plate and require little to no tailoring.

3 MASS 1 VARIANTS: These templates are reasonably generic boiler plate and require little to no tailoring. They can be dropped into your outbound solution and pretty much sent as is once you have filled in the blanks! Hi {{first_name}}, I'm trying to figure out who is in charge of [leading general statement] there at {{company}}. Would you mind pointing me towards the right person please, and the best way I might get in touch with them? Thank you, The leading general statement in 1 should be a very open ended description of your services highest level. For example if you provide digital content marketing you would be better off inserting who is in charge of marketing SUBJECT: 5 x {company name} [result] in ten minutes? BODY: [firstname], I have an idea that I can explain in 10 minutes that can get {company} it s next 100 best clients [or very short statement of results]. I recently used this idea to help our client { competitor} almost triple their monthly run rate. Let s schedule a 10 minute call so I can explain. When works best for you? 2 leverages the physiological triggers of specificity and curiosity. People are curious to find out what can be explained in 10 minutes that can bring about that specific result. Oh yes, if you can name drop one of their competitors then all the better! 3

$This one is performing well for us: Hi {{first_name}}, I ve reached out a few times regarding your sales prospecting strategies there at {{company}}.$ My guess is that we're out of touch for one of three reasons: You don't see a fit You have another solution to create predictable outbound prospecting numbers You are secretly a superhero and have

My guess is that we're out of touch for one of three reasons: You don't see a fit You have another solution to create predictable outbound prospecting numbers You are secretly a superhero and have

4 Mass Follow Up: Personality Based Most s we send out get followed up with at least one and sometimes 3 follow ups. This one is performing well for us: Hi {{first_name}}, I ve reached out a few times regarding your sales prospecting strategies there at {{company}}. My guess is that we're out of touch for one of three reasons: You don't see a fit You have another solution to create predictable outbound prospecting numbers You are secretly a superhero and have been too busy fighting crime to reply If any of these are correct then they may be the exact reason why we should talk now... Regards You wouldn t think so to look at it! However, the tongue in cheek nature and personality injection very often cuts through the clutter of drudge and gets us replies even when used as the 4 th in a sequence. How could you adapt it for your Industry? 4

5 Named Account No Detail This is a hybrid that straddles MASS and NAMED ACCOUNT. It is a boiler plate template that has sections relevant to the general Industry you are sending the cold s out to. This can still be used in a mass approach if it wasn t for the specific date and time for a call suggestion. Named Account Detail This is a very specific that has to be written largely based on the unique value to the SPECIFIC company you are targeting. One killer physcological principle here is the inclusion of the names of everyone in the company you are ing within the first paragraph. This clearly shows you have done your research and have profiled their company. More importantly it creates a sense of confusion at the other company because they don t know who is supposed to reply to it so very often they all reply. 5

6 Hi Vera, I am writing in hopes of finding the appropriate person who handles online advertising? I also wrote to XXXX, XXXX and XXXX in that pursuit. If it makes sense to talk, let me know how your calendar looks? [Company Name] helps increase the revenues and exposure of local companies by marketing directly to targeted and local traffic. Each month we reach over 240,000 [demographic audience ] thru our site by profiling events, activities and things to do. We profile companies thru our featured listings, Iphone App and targeted Google advertising. The benefit to users is they can search their area free. The benefit for our clients is they can increase revenue and exposure by utilising the featured listings and targeted traffic. You can measure results and statistics online. Your listing will target specific suburbs and postcodes. Some clients include The Herald Sun, Leader Community Newspapers, The State Theatre and The Art Gallery of NSW. If you are the appropriate person to speak with, what does your calendar look like? If not, who do you recommend I talk to?' 6

7 Trigger Event Interview? RE: Your Interview In [NAME] Magazine I saw your recent interview in [NAME] entitled Title. In that article I read where you spoke about you [Interest Point] and how it was important for [relevance] This prompted me to reach out to you to see if there is a fit with our expertise in this area. That is exactly the results we have produced for [Company A], [Company B,] AND [Company C]. Who would be the best person to speak with over there? Competitor Activity Steve I was just told that the competitor you mentioned, [COMPANY NAME] picked-up a large contract with the [PROSPECT]. We discussed their sales strategy in comparison to yours last time we talked. Does your team think their sales prospecting had any impact on the deal? Last quarter, several clients implemented a new process we call [process] which allowed them to increase their first conversations at VP and CXO Level.. It s straightforward and simple to implement. Does it still make sense to connect? If so, how does your calendar look to talk? 7

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9 RESPONSE TEMPLATES To Not Interested/ Doesn t make sense to talk Hi Miles, Great to hear from you. You're very direct, I like your style. I'm curious, how are you currently [benefit]? I'm trying to understand a little more around why there isn't a fit. Regards, To Send Info Hi {{first_name}} Great to hear from you. There's a fair bit of information about us on our web site here: We help companies [benefit] using some very innovative, [approach] Our MD, would be very happy to invest 15 minutes of his time to see if our expertise might be a fit with your business goals there - now or some time in the future. If that's a fit for you do you want to let me know 2 times that work for you and I will schedule it. Thanks 9

$To We have everything taken care off Hi {{first_name}}, That's truly fantastic news! We speak to hundreds of businesses and very few have cracked consistent, high quality, [benefit].$

10 To We have everything taken care off Hi {{first_name}}, That's truly fantastic news! We speak to hundreds of businesses and very few have cracked consistent, high quality, [benefit]. You should be very proud!! Our MD, is genuinely curious to speak to people who are doing great things in this area. You might help us learn a thing or two?!? He also, likes to interview people who are doing great things for blog posts, webinars and content pieces. That should help spread the word about the brilliant things you are doing over there. Would you like to reply back with 2 times that work for you for a short 12 minute call with out MD so he can get a handle on the great things you are doing. Oh, yes - he also, thinks he could demonstrate 1 thing that you are definitely not doing that could double your [benefit] - that he is positive you aren't doing. Hardly any B2B sales organisations are - except our clients, of course. It's ground breaking stuff.. I hope you make some traction with these templates. They have been tested over thousands of outbound s to give significant returns. Don t think that the lack of glitz and glamour of this document means that these templates aren t effective. Because they are! We have never sghared these templates with anyone outside of our clients before and are only doing so now as a favour to Ian Brodie so thank him! If you want to contact me direct then I m more than happy to speak. My number is UK and I d suggest sending at text first. Or me on peter.odonoghue@predictablepipeline.co.uk Peter O Donoghue

COLD EMAIL TEMPLATE THE SECRET TO WRITING ONE EMAIL TO LAND A MEETING WITH ANYONE

COLD EMAIL TEMPLATE THE SECRET TO WRITING ONE EMAIL TO LAND A MEETING WITH ANYONE You are about to learn how to write one short email that will land you a meeting with anyone. You will learn how to reach