outbound lead gen - messaging

OUTBOUND LEAD GEN : MESSAGING

EMAIL MESSAGING

“ALL INTEREST IS SELF INTEREST.” @DamianThompson

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A FEW IDEAS Every Market is Different, Test, Test.

Human Nature is the Same

Follow the 5 Rules for Email

Marketing “Touch” vs. High Expectations

Zig when they Zag, Calling is Probably the Best for Larger Deals

SOME LEGAL STUFFCANSPAM ACT (US)

B2B No Deceptive Tactics (prizes, etc.) Physical Address Unsubscribe Option Identify Message as “Ad”

EMAIL MARKETING RULES TO LIVE BY

1. the email has to be short 2. the email has to be personalized 3. the email has to be about them and NOT you 4. the email has to offer value 5. the email MUST have a Call To Action

1. SHORT

5 Lines or Less Whitespace is your friend Imagine they are reading it on their phone / not big screen

2. PERSONALIZED

Bare Minimum use their name Take the time to “get it right” The more personalization points the better Test using first name in Subject Line

3. ABOUT THEM AND NOT YOU

Not a Resume Even Your Mother Doesn’t Care about your Awards WIIFM - What’s In It For Me? Display an Understanding of their Issues

4. OFFER VALUE

Value is Relative Value = Insight/New Ideas “Filter the Firehose”

5. CALL TO ACTION

Don’t be Vague Make it Easy - “Just hit Reply” Follow-up with CTA reworded in PS Ask for Less Earlier in Cadence

MESSAGING & TONEDon’t Beg, Plead, or Apologize

Don’t Use 5 words, when 3 will do

Poke them in the Eye

Shit Sandwich (You’re Great - You Suck - You’re Great)

Fun & Playful generally Trumps Serious & Grave (test)

PHONE MESSAGING

“EMAIL IS FOR MARKETING, PHONE IS FOR SALES. STOP BEING A WIMP & PICK UP THE DAMN PHONE”

@DamianThompson

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IMPORTANT IDEAS

All Cold Calls are Interruptions

Talking Points not Script

Don’t Waste their Time

Attitude, Attitude, Attitude.

THE “STATE-CHANGER”

Acknowledge the Interruption Get past their “zombie” state No BS. Don’t pretend you’re life-long buddies If you Ask a question you must wait for answer

THE “STATE-CHANGER”

“Hello Bob, this is Damian from Salesability. I know that this phone call is an interruption, but can I have 27 seconds to tell you why I called?”

THE “HOOK”

Reverse engineer you’re most appropriate benefits Gain social proof by using peer group Help them picture the pain

THE “HOOK”

“When talking to other Founders of Software & SaaS companies that want to scale to $10 Million & beyond they talk about the 2 biggest challenges being how to create a scalable repeatable sales process & how to grow & manage a team.”

THE “ASK”

You’re going to ask a question so you have to wait for response Listen. Listen. Listen.

THE “ASK”

“On a scale from 1-10 how confident are you that have solved the sales process & people problem?”

THE “RESPONSE”

Start your conversation Their answer is a jumping off point

THE “RESPONSE”

“That’s VERY interesting. Why do you give yourself an X?”

OBJECTIONS1. Call Back / Not a Good Time

• When/Where/What’s Going to Change? 2. Send Me Something

• What/How would you like to see? 3. Not Interested

• Who is responsible for X?

IMPORTANT IDEAS

The Goal is a Conversation

PR / Media Training - Stay on Message

Get specific action if Call Back

Book a Discovery Call (don’t Demo)

1 WRITE YOUR 3 COLD EMAILS Brevity & Punch!

2CREATE YOUR CALL TALKING POINTS Not a script

NEXT STEPS

QUESTIONS?