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

(est. 4 minute read)

Today I will be going over:

• The dark cold email funnel

• How to maximize cold email deliverability in 2024

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

Hopefully you enjoy it.

Actionable Cold Email Tip

Let me ask you a question.

Why do two companies with very similar offers and target audiences get vastly different cold email results?

The answer:

After holding the main pillars of cold email equal (targeting, offer and deliverability), there are a basket of factors that separate the winners from the losers in cold outbound.

I like to call this the dark cold email funnel.

It’s a dark funnel because it isn’t linear like most funnels. The B2B buyers journey isn’t a direct A-B-C step by step process. Buyers have access to more information and everyone uses their own and social networks to validate their research.

Let me explain.

I recently ran a campaign analysis of two clients to understand why one was performing better than the other.

Both had similar offers, are established businesses and targeted the ecommerce niche.

I was scratching my head wondering, why one of these companies outperformed the other?

After some digging, the answer became clear.

I’ll lay out their profiles and perhaps you can tell which one performs better.

Client A: website plastered with social proof and case studies, clear value proposition and video sales letter, Trustpilot reviews, growing and active social media platforms

Client B: website with unclear offer, only 1 case study and few social posts.

Which do you think got better results?

I made it pretty obvious, but yes Client A won by a landslide (4x more conversions to be exact)

So when a good offer comes into your prospect’s inbox, do they immediately book a call with you?

Maybe, but in most cases they will do research before they respond.

They first need to sus you out to make sure you’re not an internet scammer.

They’ll Google your name, check out your company, review your social platforms like YouTube, LinkedIn, or X. They’ll make sure your company has positive reviews from actual customers.

There isn’t a CTA for this form of research. Your prospect is going to do this completely on their own and in their own time.

This is why existing online is 100% necessary if you plan to succeed with cold email. It’s like having an online storefront.

Would you shop at a store with a boarded up window, tattered sign and dirty sidewalk?

Probably not.

This is what your prospect sees if your online presence isn’t dialed in. It leads them to wonder, is this company a real business? Do they actually work? Have they actually done this for people like me? Are they going to disappear in the night?

Answer all of these questions, give clarity and create a relationship with your prospect using your online footprint.

In other words, you want to create the perception that you are exactly who you say you are and you are an industry leader who has gotten a ton of great results.

Do this by:

1. Having a VSL on your landing page

2. Making sure your site is indexing on Google and other search engines

3. Collecting third party reviews on sites like Trustpilot, G2, Clutch.co, etc

4. Posting long form educational content on YouTube (which acts as a video search engine)

5. Posting Top of Funnel, Middle of Funnel & Bottom of Funnel on LinkedIn & X

6. Collecting case study interviews and posting them to your site and YouTube

Useful Bits

• YouTube Video of the Day: Maximize Cold Email Deliverability in 2024 (stay out of spam) (link)

• Case study: Adding a 240k/ARR Client for a Marketing Agency (link)

• Quote of the week: “A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.” ― Robert B. Cialdini, Influence: The Psychology of Persuasion

• Quick bite-sized pointer: Cold Traffic buys offers not services. Use Hormozi's offer equation to develop a no-brainer offer. Maximize prospect's dream outcome & likelihood of achievement. Minimize the time to get results & the prospect's required effort. Once you’ve created your offer, test it with your target market. Continue to refine your value proposition until someone takes you up on your offer. Consider your offer validated once you’ve gotten someone to pay for it.

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