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:

-How to Make a Cold Email Campaign Perform Better

-The Best Cold Email Pattern Interrupt To Build Trust Fast

-A bunch of good tweets & tips about cold email

And much, much more.

Cold Email Tip of the Week

How to Make a Cold Email Campaign Perform Better

Look at each step in the process to determine your problem.

If low replies, you have a deliverability problem.

If low positive replies, you have an offer or targeting problem.

If low booking rates, you have a time to lead problem.

If low show rates, you have an appointment setting problem.

Auditing each step will help make clear what part of your process you need to fix.

Useful Bits

• Tweet of the week (link)

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

• Quote of the week: “Failure and invention are inseparable twins. To invent you have to experiment, and if you know in advance that it’s going to work, it’s not an experiment.” ― Scott Galloway, The Four: The Hidden DNA of Amazon, Apple, Facebook and Google

• Quick bite-sized pointer: I've closed over 24 clients with cold email. The key: evoke reciprocity by giving value first. Never forget there’s a human on the other side of your outreach. Don't be a leach, give first before expecting anything in return.

Sign Up For Listkit.io to Get Targeted B2B Lead Contact Info

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They recently cut their prices by 50% which makes the platform an attractive option for anyone looking to use advanced filtering to mass extract targeted B2B leads for your outbound campaigns.

Do This Instead of A Direct Pitch in Your Cold Email

Most People Are Making This Mistake

One of the most common mistakes made by people who want to crush it with cold email but can't seem to crack the code is going directly for the sale in the first outreach email.

Your prospect has hundreds of unopened emails and they are spending blocks of time trying to get to inbox zero. When they’re checking email, they’re in a reactive state. They literally only want to make sure they’re not missing anything and are most definitely not looking for a cold email to sell them something.

If they were, then that would be nutty (or they probably don’t have enough going on).

Because they’re totally reactive and so many people are vying for their virtual attention, two things are happening:

1) they have high resistance due to the number of inbound requests asking them for something (time, energy, money, resources)

2) they are experiencing decision making fatigue from inbound requests trying to decide what is worth responding to, what can be ignored and what is essential.

Avoid this by…

1) creating a pattern interrupt and providing value first in your outreach and

2) making it super easy to say yes to your call to action.

So how do you accomplish this reliably and at scale?

The answer is by using a lead magnet..

What is a lead magnet

A lead magnet is a value-based asset used to engage with your prospects and build intent over time.

A high quality lead magnet is an end to end solution for a minor problem set that gives free value to the prospect.

There are many forms of lead magnets, but all should follow the VAR formula.

VAR = Value, Actionable, Readable

Value: Would you pay $50 for this lead magnet?

Actionable: Can they implement your lead magnet's plan within 24 hours?

Readable: It is easy to consume/read?

Overall, a lead magnet needs to be good and should naturally lead to a sales conversation.

A few lead magnet examples include:

A detailed end to end tutorial

A 2 minute loom video

A case study video

A free 30-day trial

A webinar invite

Why lead magnets are so effective

They establish you as an expert in your field and someone who can solve their problems.

A good lead magnet should maximize value as defined by the value equation in Alex Hormozi’s book $100 Million Offers.

The numerator (top of the equation) includes dream outcome (problem your solution solves for) and the perceived likelihood of achievement (likelihood you'll be able to actually solve their problem)

The denominator (or bottom of the equation) includes time delay (how long until results) and effort & sacrifice (how much does the prospect give to get result in terms of time, money, effort, status)

A good lead magnet solves for each:

Dream outcome - The lead magnet clearly provides an expected dream outcome that helps them avoid their current bad state. The prospect will identify with the dream outcome because they want to get away from their pain.

Likelihood of Achievement - The lead magnet shows them the step by step process to get the result, which provides actual utility. If your prospect implements your plan and get value from it, then they will more likely buy from you because you’ve already proven you can help them.

Time to Success - The lead magnet delivers value immediately and can ideally be implemented in 24 hours or less. The faster the prospect realizes value, the more valuable they will perceive the lead magnet.

Effort and Sacrifice - The lead magnet reduces the effort and sacrifice required of prospect by showing them exactly what to do, in exactly what order. This helps them go from A-Z, minimizing decision making load

How To Build A Lead Magnet

To build a lead magnet, have a plan for them to follow.

This means step by step guide A-Z.

If it takes 1,000 steps if necessary for them to get the result, then include 1,000 steps.

They need to derive extreme utility from the asset which means it needs to be super clear and written in plain English.

If they implement your plan and they get value from it they are going to be much more likely to buy from you in the future.

A lead magnet should include:

• Intro

• What to Do

• Why They Should Do It

• What They Need to Do It

• The Exact Steps to Get The Result

How To Use A Lead Magnet In Outreach

Now that you have your own lead magnet, include it in your outreach.

I don’t randomly send the lead magnet to any prospect.

If they don’t want it, then they won’t engage with it and your efforts will be wasted following up with an unqualified lead.

Instead ask the prospect if they would want to see the lead magnet.

Once they say yes, you have your intent and can follow up.

For example: “Hey - would you be interested in seeing a step by step guide showing you exactly how to build a lead list to book 30+ meetings per month with your {{ideal_client} without having to figure out web scraping or use expensive tools?”

Then, when the prospect says “yes”

Reply with:

“Hey - check out this showing you how to . Once you’ve had chance to review, would you be open to hopping on a call to discuss getting .”

Lead Magnet Examples

• Case study: shows the prospect exactly the successful client's problem was before working with you, the exact steps taken to achieve results, and the specific quantifiable results achieved in working together. The most impactful case studies have a video interview with the client discussing results and a written breakdown.

• Loom Audit: these can be custom or pre-recorded showing breakdown why they should care, your process, results you generate (3-5 min)

• End to end solution: gives the prospect a complete solution to a singular segment of your service delivery.

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