Hey there, it’s Isaac from Leads to Earnings. Welcome to the newsletter.

(est. 4 minute read)

Today I will be going over:

• 2 common cold outreach problems and how to solve

• The #1 most important factor of campaign success

• I will also share a few cold email links and tips.

Hopefully you enjoy it.

Actionable Cold Email Tip

Yesterday, I was on a sales call with a prospect who has worked with multiple cold outbound agencies for the last 5 years.

They’ve tried cold email and calling and used to get solid results. Then their market caught up and the results dried up.

Their problem was two fold.

1 - They’ve been running the same playbook for the last 5 years.

2 - And, their their lead sources were passing the exact same leads to different members of the company.

In other words, they would email the same prospect over and over again and book them with different people at the same company.

This is what we’re competing with. People who are only trying to make money, not doing right by their clients and simply being lazy AF.

Bad news for them. Good news for us.

There’s no reason you should be hitting the exact same list week in and week out. If you do, you WILL get marked as spam. No doubt about it. People pull the spam trigger freely these days.

It’s the nature of outbound to ruffle feathers of the crotchety ‘where did you get my contact information’ set, but you still want to do everything you can to ensure your reputation isn’t dragged through the spammy mud. Not to mention, it’s just bad karma for you.

If you’re concerned about how often you should be hitting your list, I’d say one time per month is reasonable if you’re really short on leads.

Otherwise, I would recommend one campaign outreach every three months. The rationale is many businesses make decisions on quarterly timelines, so this will give your prospects time to determine their new priorities while you stay relevant.

If you have a reasonably large total addressable market, you should always be finding net new prospects to contact and sell to.

There are literally infinite ways to come up with new targets. Here are a few ideas for you.

Leverage all available case studies to build new lookalike audiences. Once you get good feedback from a prospect, use their company profile as a lookalike.

Use your brain (or ChatGPT) to find pockets of the market that aren’t as red ocean as the tried and true.

Review social media posts relating to your target market and scrape company lists of those who engage.

Find news articles and press releases for companies expanding, raising funding, or launching new products.

Once you’ve found your company lists, use Apollo or Clay to find relevant contact information and bang, you have a new list of leads.

So, going back to my prospect’s first problem: running the same playbook year over year can work in dying markets, but growing markets are always sophisticating.

If you’re unfamiliar with market sophistication, I’d suggest reading up on the concept made popular by direct response legend, Eugene Schwartz.

In short, it’s the idea that as your market becomes aware of all available solutions, the more you need to differentiate yourself via your unique mechanism, process or remarkable results.

You can’t simply say: hey, we can do xyz for you. You need to stand out from the crowd by proving you can get better results from your process.

So, in markets that are highly sophisticated (you’re probably in one right now), you simply shouldn’t be pushing for the sale in the first email.

In many cases, going for a meeting is also going to fall flat because everyone else is doing the same thing. To counter this, you’ll have to get the prospect to engage or take one step closer to you.

This means getting them to indicate interest.

Do this by providing value via a lead magnet, which can be a pre-made asset, a custom video, a checklist, guide or something unique to your service delivery that has actual utility and value.

Continue to test different lead magnets until you find what works. Being said, I’d also recommend testing a direct meeting ask because it’s always worth a test. I wouldn’t put all my eggs in that basket though.

Once you find what works, then juice up your volume to scale.

We’ve been doing this for our clients and they’re seeing excellent results.

One of my clients recently added more than 15k per month of revenue from new B2B SaaS customers so we know it works.

If you want to see how it can work for you too, reply to this email with your phone number and I’ll reach out to see how we can help.

That’s it for today… hope you got some value.

Talk in the next one.

Isaac

Useful Bits

• Tweet of the Day: (link)

• Quote of the week: Doing the basics at scale is what makes you advanced, not complexity. Scale creates complexity in and of itself, you don’t need to add more by being fancy. Simple scales. Fancy fails. — Alex Hormozi

• Quick bite-sized pointer: I've sent 2 million emails in the last year. This is the single most important thing separating winning campaigns from losers: Your offer. If no one wants what you're selling, no copywriting or list building will make a difference. First, nail your offer then optimize.

How I Can Help You

If you like this newsletter and want to work with me, there are a few ways we can do so:

1. I have a ton of free content that will help you get more clients on my YouTube channel. I post insights from operating high converting cold email campaigns for dozens of B2B companies that have added hundreds of thousands in recurring revenue.

2. If you are looking to improve your cold outbound skills but don’t want to hire anyone, I have a free 71-page course that teaches everything you need to know about cold email.

3. If you want a custom cold email campaign specifically designed for your business & ideal target audience, I have a few slots available to show you how it works. Book in here and on the call I will deliver a full 5-angle cold email campaign for you to use to bring on more high paying clients.

4. If you’d like to hear about how I can help you and your company grow, you can book a call with me here. I might be able to help you grow faster, or I might be able to refer you to someone who can.

Share this with 3 people and get a free training showing you how to convert more cold prospects into warm leads with cold email.

I hope you enjoyed this brief email.

Talk later,

Isaac