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

(est. 4 minute read)

Today I will be going over:

• Lead magnets and your customer journey

• How to create clients with cold email

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

Hopefully you enjoy it.

Actionable Cold Email Tip

I analyzed 100 top-performing cold traffic campaigns. The pattern is clear:

Your lead magnets are failing because they don't address customer activation points.

Let me explain with a (hopefully not too clunky) metaphor.

Your prospect is standing on one side of a river.

Your offer (their dream outcome) is on the opposite side of the river.

Your goal doing outbound is to get your prospect across the gap from one side of the river to the other without getting wet.

Now this river has a bunch of rocks sticking out of the stream about a steps distance away from each other.

To get the prospect across the river and to their dream result, you must help them navigate over the rocks.

Think of these rocks as customer activation points or the steps a prospect takes to become a customer.

Customer activation points are the core beliefs a prospect must accept in order to buy.

Reverse engineer your core activation points by understanding your prospect’s most common objections.

Think: “I’m not ready” or “This won’t work for me” or “It’s too risky” or “I don’t have the time”.

Now to get the prospect over each activation point, create a lead magnet addressing each objection.

A lead magnet is an end to end solution to a specific problem set in your service delivery.

They are value add assets made to prove your expertise and crush a prospect’s limiting belief.

Feed the prospect a specific lead magnet depending on their stage in the journey.

This helps guide them across safely and without needing to take one huge leap of faith.

Especially since every prospect is in a different stage of awareness, pain or need.

Instead, you get them to take a bunch of smaller steps.

This is how you build trust at scale to convert cold traffic with lead magnets.

First show there is a viable path to their dream result.

Then give them the exact steps they need to achieve their goal.

Then prove they can achieve that goal with you via lead magnets.

Here's a step by step to to apply this to your own business:

1. Identify the "river"

• What's the gap between your prospect and your offer?

• Example: Agency owner → Consistent $100k/month revenue

2. Map out the "rocks"

• List all beliefs prospects must accept to buy

• "I can land high-ticket clients"

• "I don't need a huge team to scale"

• "My current positioning is wrong"

3. Create targeted lead magnets

• Develop specific solutions for each activation point

• "5-step framework to land $10k/month retainers"

• "3-person agency model that scales to 7-figures"

• "Agency positioning audit + fix-it guide"

4. Build belief-focused funnels

• Guide prospects across each "rock" sequentially

• Use email sequences and content to distribute

5. Track and optimize

• Monitor which activation points have the highest drop-off

• Double down on creating content for highest leverage pain points

Now you have a roadmap to built out your customer journey to close cold traffic at scale.

Hope this helps.

Useful Bits

• Tweet of the Day: (link)

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

• Quote of the week: “Because advertising and marketing is an art, the solution to each new problem or challenge should begin with a blank canvas and an open mind, not with the nervous borrowings of other people’s mediocrities. That’s precisely what ‘trends’ are – a search for something ‘safe’ – and why a reliance on them leads to oblivion.” – George Lois

• Quick bite-sized pointer: How to create clients with cold email. Think of cold email as a traffic generating mechanism. Send messages to ideal fit prospect. Funnel traffic to a landing page. Tell traffic to do one thing (your CTA). Take sales call with those who convert. Work deal & follow up. Close deal.

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