It’s no secret that my preferred method of reaching out to potential clients is cold emailing.
When done right, it’s very effective. You could land a client within days. I’ve done it. My coaching students have done it. However, I’ll be the first to admit that it’s not the easiest thing in the world to get right.
As Internet Marketers, we’ve been indoctrinated into the world of sizzling sales copy and autoresponder sequences. Whenever we write something, our heads have been tuned to “cash-sucking copy” mode. I’ve found, however, that this doesn’t work as well when it comes to cold outreach.
Here’s a pro tip on how to get into the right frame of mind the next time you reach out to someone who could be your dream client.
Pretend you’re emailing a favorite celebrity.
Why? Because you already know a lot about them, which lends itself well to personalization. I always preach that personalization is key to outreach success.
While you’re crafting the message, you have 2 rules:
1. No over-the-top, creepy stalker fan gushing.
2. The only thing you want from that celebrity is to just get him or her to reply back to you. No autographs, no photos, no charity donations. Just a reply.
So what do you say?
Let’s pretend I’m emailing Matt Damon. I’m a huge fan of the Bourne series. I want him to reply to me. Here’s what I would say:
I saw your work with helping provide clean water and sanitation for developing countries. Having been born in the Philippines and seeing the deplorable conditions that people endure, I applaud and support your mission wholeheartedly.
The reason I’m reaching out to you is because I came across the home run ball David Ortiz hit in Game 2 of the 2013 World Series. I thought you might want to have it.
Please reply back and let me know, and I’ll have it shipped to your agent by tomorrow.
Let’s break down this message.
I open with referencing his charity mission. Notice I don’t lead with how big a fan I am of one of his movies. That’s what everyone else would do. I want to catch his attention with something that is deep and meaningful to him. I also relate it to my own experience so I establish a connection. This is the “Hook.” Whether it’s a celeb or a local business owner, you want to catch their attention with something meaningful, and where possible, relate to it as well.
Next is my “Value Proposition.” What value can I bring to him? How would he benefit by choosing to interact with me? Well, everyone knows he’s a Red Sox fan. I’m offering something rare and valuable that would appeal to Red Sox fans. Just like in my agency, who I am and what I do is unique and, dare I say, rare and valuable. What I have would appeal to a local business.
Finally, my “Call to Action” is for a reply. Simple, non-threatening. I’m not selling anything. I’m offering something valuable. If he’s interested, he’ll reply, as will an interested business owner.
What’s the moral of the story?
Be your ideal client’s biggest fan! Treat them like a celebrity when you message them. They’ll know the difference.
Of course, it’s easy to find information like this on a celebrity. It’s a little tougher for a chiropractor or kitchen remodeler. One of the best ways to get this kind of information quickly and efficiently is to outsource it.
You can find some of the best outsourcers in the marketplace all in one place: the 2016 Outsourcers Rolodex. Luther has put together a fantastic resource that all offline marketers should have.
If you get a copy within the next 24 hours, I’m going to offer you a bonus!
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I put together a training video for one of my Protege Elite students on a fast, efficient way to email prospects without the tedious legwork, and also supplied him with a swipe file. It’s pretty killer. He paid a lot for it, but it’s yours free when you secure a copy of the Outsourcers Rolodex. When you do, shoot me an email with your receipt and I’ll send you the bonus training and swipe file.
Get your copy now ==> www.leenazal.net/rolodex