Hey there -

It’s Isaac Wood from Leads to Earnings.

Before you read, be sure to check out my training where I break down how to avoid being the 99% of businesses doing cold email completely wrong (by writing cold email scripts that actually work) (LINK)

In today’s newsletter we will go over:

-What most people get wrong about case studies

-2 Ways to Find Message Market Resonance (in other words, how to know what your customer actually wants to buy)

-A bunch of good tweets & tips about cold email

And much, much more.

Cold Email Tip of the Week

Case Studies are one of the most effective ways to improve your conversions with cold email.

A good case study proves your track record and increases trust between you and the prospect.

But so many people are not creating case studies that actually move the needle.

The problem with most case studies is not how they’re being used but the content being presented.

Most case studies are fluff pieces broadly covering what was achieved but without giving any specificity.

The goal of a case study is to prove you can do what you claim in your offer.

Your offer typically relates to helping a client achieve a specific dream end state.

The case study should communicate this journey from bad place to dream result clearly and step by step.

This means showing:

• the problem that your client faced before working with you,

• the exact process in working together broken down step by step, and

• the quantifiable end result backed up by proof (ideally a case study interview, but screenshots work as well)

So next time you deliver a huge result for a client, ask them if you could interview them and ask about their experience working with you.

Reverse engineer the case study by asking them questions about their problem, what you did together, and what the end results were.

Record the interview, post it on YouTube and repurpose their responses to create your written case study, then embed the video on your doc for a video + written case study.

If you’re looking for inspiration on how to run a good client case study interview here’s an example of one I created with my Agency:

Useful Bits

• Tweet of the week (link)

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

• Quote of the week: "The difference between successful people and really successful people is that really successful people say no to almost everything." - Warren Buffett

• Quick bite-sized pointer: Minimize decision making fatigue by planning your day the previous night. Once I started blocking out my entire day the night before I would show up ready to roll instead of figuring out what to do next. It’s all about momentum and stacking wins every single day. Reduce your internal activation energy and knock out your to-do list and stack your wins.

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Deep Dive - Two Simple Ways to Know What Your Customer Wants

The key to cold email is to get your prospect to trust you. You get them to trust you by proving you’re capable of solving their problems. In general, an audience builds trust with you by consuming your case studies, long form content, and customer testimonials that demonstrate your ability to generate results.

Now when you send a cold email to your prospect’s inbox, your biggest constraint is their attention. You have such a narrow time window to grab them, so your copy needs to immediately build trust by relating to the prospect, their needs, pains and desired outcomes.

In other words, you must meet the prospect where the are in their journey today.

If you can get the prospect to think… damn this was written specifically for me. You're going to convert more at a much higher rate than if your messaging is irrelevant.

Making the prospect feel like you understand them, their pain points and what they're looking to achieve will go a long way in (a) building trust & (b) getting them to respond.

How to Get Inside Your Prospect's Head

Understanding your ideal customer takes research and iteration.

I recommend 2 ways to understand the motivations of your ideal client.

The first is so simple and obvious but often overlooked. The second is a great way to find ideas that you have never thought of before.

Interview Your Actual Client

Simply ask your client. Get the on an interview, record the call and ask them these questions.

1. Why did you buy? What problem were you trying to solve?

2. What was the most appealing part about my product/service to you?

3. Why did you think this was a good investment, and what made you rationalize it as a business owner based on the price?

4. How much would you have paid looking back on it?

5. Would there have been a better way to have structured your payment that would have made it easier for you to say yes?

6. What’s the most useful part about working with me?

7. What could I add that would have made you pay more?

8. What do you want added right now?

9. What do you not care or use in regards to my product/service? What doesn’t matter to you?

10. Any additional notes that would help me position my product better to get more customers or close more deals?

There's also huge upside to running these info calls - if all goes well and your client is happy with your results, then you can convert the interview into a video case study for use in your outreach.

Do Chat GPT Research

You can also get deep into the mind of your ideal client by prompting ChatGPT.

But make sure you're giving the prompt context or else your answers will come out vague and irrelevant.

Here are 2 basic prompts to get you started:

Dream Result Prompt

[Mission] You're a cold email copywriting expert and specialize in understanding the pain points of {title of ideal customer} for the purposes of {your service]. 

[Task] Give me a list of at least 5 dream results for companies in {your target niche} in in regards to improving their SEO performance. Do they use any specific keywords and lingo when speaking about that end result? 

[Parameters] Write your answers so that they're easy to read and make sure to answer "so what?" for each bullet point. In other words don't just tell me the dream result, tell me why they're important. Work backwards and think thoroughly, leaving no stone unturned. This is very important for our business.

Imaginary Convo Prompt

Now write an imaginary conversation between the CEO and COO for each niche trying to achieve each dream end result. Make it as realistic as possible and use the same language they would use in an actual conversation. Don't forget to think thoroughly, leaving no stone unturned.

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’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