Hey there -

It’s Isaac Wood from Leads to Earnings.

Before you read, be sure to check out my training where I reveal the 3 biggest mistakes made by B2B owners and the exact steps to fix them (LINK)

In today’s newsletter we will cover:

-How to Actually Give Value in a Cold Email

-The The Problem With So Many Offers… (how to fix & why it works)

-A bunch of good tweets & tips about cold email

And much, much more.

Cold Email Tip of the Week

I get a lot of questions about giving value in cold email

When someone says give value, what does that even mean?

Value is anything useful that your prospect can use to help them solve the problems they’re faced with solving in their role.

Help your prospect before you ask them for anything

This builds trust FAST & proves your legit

Deliver value with a utility focused lead magnet.

Create your lead magnet by:

1. Break down each step of your service delivery process

2. Select 1 step of the process to break down

3. Develop a step-by-step guide showing how to do the process and get the result (use a Gamma doc for this)

4. Record a video screensharing the guide (this builds trust with your audience and can be done as with Loom)

5. Distribute your lead magnet in your cold emails and social media

Useful Bits

• Tweet of the week (link)

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

• Quote of the week: “The best thing about not planning is the failure that comes as a complete surprise.” - Chamath Palihapitiya, Venture Capitalist

• Quick bite-sized pointer: Stack your day with high leverage tasks. Naval Ravikant defines leverage as one of the four categories: capital, labor, code and media. I start my day by prioritizing 5 leverage-building tasks per day. This ensures I’m building the ship every single day (working on the business). Then in the latter half of the day, I’m doing maintenance (fulfilment, keeping the lights on and working in the business). Moving the business forward is almost impossible if you engineer your day around leverage.

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

Listkit.io is a data provider that allows you to extract both emails and phone numbers directly through their platform with a just a few clicks.

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.

The Problem With So Many Offers…

Is they aren't actually offers.

People will give info about their business or ramble on about features forgetting that your have >5 seconds to catch their attention.

The email below is a perfect example.

It drones on and is clearly written by AI. People aren't stupid and everyone's bullshit detector is on high alert all the time.

Don't talk about your service. Talk about the dream result you can help them achieve.

We create offers to reduce risk and increase trust especially with cold outbound prospects.

Reverse Engineer Your Prospect’s Ideal End State

To develop an offer, that has an actual quantifiable result that gets them to their ideal dream state you need to have intimate knowledge about your prospect

In other words, what do they want to achieve, what do they fear, what have they tried, what do they want to avoid

Think through these questions, look back at sales calls and do customer research.

Once you know your ideal prospect and what they care about you, develop your offer optimized for cold traffic.

Make sure you're first solving a problem worth solving and prove you can solve it by substantiating with case studies and testimonials.

Then minimize the risks by fulfilling the service as quickly as possible and making it as seamless as possible for the prospect.

How to Make an Offer

So how do you actually make a good offer?

Hormozi gives us the blueprint with the value equation made popular in his 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)

Your main goal is to maximize the numerator & minimize the denominator

In other words, how can you maximize the potential reward of working together and minimize the potential downside risk

Getting super specific here is going to maximize your upside or potential reward

Image source: $100m Offers

Why The Value Equation Works

A great offer maximizes the potential gain and minimizes the overall risk.

Here's a breakdown of the value equation and how you can think about each variable to build your own offer.

Dream Outcome

Maximize their dream result by quantifying what they can expect to achieve.

This means providing a specific result, like # leads generated, # meetings booked, improved conversions by %, lowered CPA by $X, increased sales by $Y.

It can also be the specific deliverable you'll be delivering like # of ad creatives generated, # of videos scripted and edited, a customized blueprint for your business.

This outcome needs to be both valuable and incredibly clear or the the prospect will not buy.

Perceived Likelihood of Achievement

Maximize the prospect's perceived likelihood of achieving the dream outcome by proving your claim with your track record.

This means showing case studies and other proof that you've actually generated the result you're offering.

The prospect will not buy unless they truly believe it's not just possible but likely that you can solve their problem.

If the risk of purchase outweighs the likelihood of getting the result the prospect will not buy. You can mitigate this with guarantees or other risk reversals if you have less social proof.

Time Delay 

Give the prospect a time frame for which they can expect to generate the result to make the time delay clear.

A shorter time horizon to get results is more ideal than a longer one but make sure you're able to fulfil on your expected time frame.

Expectation setting is one of the biggest factors in customer happiness, so even if you end up getting the result but it takes 50% longer than advertised, then the client will still be unhappy.

Make sure you mitigate this by providing a clear timeline to get results. All else equal, the faster time to value, the better.

Effort & Sacrifice 

Every prospect has different needs specifically related to your service.

Some want done for you, some want done with you and some want to do it themselves. Ideally you have some offer for each level of service.

Whether done for you or do it yourself, the prospect will want to know exactly how much effort they'll have to put in to get the result (ie. 1 hour per week, 1 hour per day, etc).

They also want to make sure they aren't sacrificing too much in terms of their time, money and energy relative to their potential upside.

BONUS: Guarantees, Risk Reversals, Risk Reductions

Add a risk reversal (guarantee), performance based offer (which is an implicit guarantee), a risk reduction offer (give them something enticing that is very easy to say yes to - free audit or lead list and if it doesn't help you achieve x, then we'll do y for you, give you a gift card, pay for your next doordash order, etc) to help reduce the prospect's risk.

The smaller the spread between the prospect's risk and potential gain, the better and more likely you'll be able to close them.

Offer Formula Examples

Keeping the value equation in mind, use this simple formula to develop your offer.

We help {Vertical} achieve {X Quantifiable Result} in {Y Time} with {Z Mechanism} and {A Risk Reversal}.

For example.

We help agencies add 10-15 qualified calls to their calendar every month with performance based cold email.

We help ecommerce brands add 30% more revenue from their existing list every month by sending daily emails.

We help funded saas re-work their ads to beat their control by 10% - we'll guarantee you'll get an improvement of X in the first 30 days or you'll get a full refund (in writing).

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