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

(est. 4 minute read)

Today I will be going over:

• How to add friction to improves outcomes

• 5 step checklist to create a lead magnet people will actually consume

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

Hopefully you enjoy it.

Actionable Cold Email Tip

If you’re trying to maximize your lead flow, then minimize friction in your funnel.

You’re probably looking at this and thinking ‘I’m obviously going to get more leads if it’s easy for people to engage with me’

The thing is, most people don’t just want more leads, they want more qualified leads.

You want more buyers and less tire kickers.

So how do you actually get more buyers into your funnel?

This is where the common guidance of reducing all funnel friction breaks down.

If you’re trying to maximize your QUALIFIED lead flow, then you’ll need just the right amount of friction.

Think about it like this. If you get 100 people into your funnel and you make it super easy for all of them to book a call by providing their email address, you’re going to waste a lot of time.

If they have to reveal nothing about their situation, you have no way to assess if they’re worth a conversation and could be a legitimate buyer.

In most markets, 97% of the total addressable market is not qualified for your offer. That means most people you ever speak to will not end up buying from you.

And if you’re letting every Tom Dick and Harry hop on a call with you, your calendar will be stuffed with calls that never had a chance to begin with.

The other issue with a frictionless funnel is your prospect basically has no ‘skin’ in the game.

This means you’ll have a higher no-show rate. If people aren’t committed to having a real conversation, they’ll be much more likely to blow you off.

I’ve seen this happen with clients and in my own business.

So how do you solve for both of these problems: unqualified leads and high no shows?

It’s actually quite simple.

Implement a pre-meeting form and collect a couple key data points.

For my business, I have a form on my landing page. Whenever I get people to book in via the lander, I ask basic qualifying questions around their current revenue and goals.

If they don’t provide real responses or omit it entirely, the likelihood of them no-showing or being unqualified goes way up.

So if they don’t answer correctly or miss on minimum revenue, then I’ll cancel the meeting.

This saves everyone’s time in the long run. No waiting around in the Zoom room for the no-show and no following up with no-show leads.

I had a client who was booking 10 + meetings per month, but they were having a big issue with no shows.

We added a simple qualification form post booking and it actually increased the show up rate from 50% to 80%.

We ended up cancelling on some folks because they didn’t meet the standard requirements, but in general those who were qualified actually showed up.

This works because (1) you’re getting qualification criteria upfront and (2) you’re creating rapport with your prospect.

By getting upfront information, you’re give them a micro-commitment. This give and take is the basis of relationship building.

You say you will do something. Then you do it. The other person says they will do something then they do it. This is how you build trust.

Giving and keeping promises are the foundation of relationship building.

Trust helps create a warmer sales calls, which create better opportunities which means you’ll close at a higher rate.

So for today, add a small amount of friction to your sales process.

For inbound leads, I’d recommend adding a couple qualifying questions on your landing page meeting link.

For outbound leads, create a Google form and send it along once the prospect books in.

It’s a simple fix and I hope you find it improves your lead quality.

Chat to you in the next one…

Useful Bits

• Tweet of the Day: (link)

• Quote of the week: "Rarely are opportunities presented to you in a perfect way. In a nice little box with a yellow bow on top. 'Here, open it, it's perfect. You'll love it.' Opportunities - the good ones - are messy, confusing and hard to recognize. They're risky. They challenge you." — Susan Wojcicki, CEO of YouTube

• Quick bite-sized pointer: Sales Asset Checklist

  1) Define the Core Problem

  2) Create End To End Solution for narrow problem

  3) Deliver via gamma doc, youtube, template (or all 3)

  4) Confirm it's actionable

  5) Distribute on socials / email list / cold email

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