Hey there -

It’s Isaac from Leads to Earnings.

In today’s edition, you’ll learn why people buy in B2B, the five types of risk, and a simple strategy to mitigate this risk so you can close more deals every month.

Before you read, be sure to check out my training where I reveal how to personalize 1,000 cold emails with AI in seconds by using a tool that allows you to automate personalization at scale without sounding like a tone deaf spammer bot (LINK)

Hopefully you enjoy it.

Cold Email Tip of the Week

The Reason Why People Buy in B2B

In B2B there are three main reasons why people buy:

1. To make more money

2. To save time

3. To comply with the law or regulations

Almost all sales are related to solving these main reasons.

Because of this you need to make sure your offer clearly solves one or more of these three things.

The best offer solves these issues, maximizes the gain for a client and minimize their risk.

There are 5 main types of risk:

Financial Risk (Your Fee)

Financial Risk (With You Screwing It Up)

Time/Effort Risk (Fixing Whatever You Screwed Up)

Reputation Risk (Comes From You Doing Something Wild/Screwing It Up)

Ego Risk (Comes From Trying Something Failing)

The Problem With Service Based Guarantees

Most people will exclusively try to sell a recurring service, which generally means one or more of the risks are on the table.

To combat this, the common guidance says to offer a “guarantee“ on a recurring service. (We’ll do X thing, OR YOU DON’T PAY)

The problem with this type of guarantee is that they are hard to control based on your specific service delivery (ex. there are 10 steps in your service delivery, but they will only work if your client does XYZ other thing) and they make you look amateur and low status.

Solve For Risk with an Intro Offer

Enter the intro offer.

An intro offer is a one-time service, free trial, or pain point solution specific to your service delivery.

It solves for the main types of risk and naturally leads to a your main recurring service.

A few example of a one time offer includes:

1. One Time Service

   Infrastructure setup plus one month of free management (applicable to any business that has a substantial onboarding to get the client to the point where they can see results.)

2. Free Trial

   14 or 30 days for free

3. Pain Point Solution

   Comprehensive audit to find missed opportunities & recommend fixes or reactivation campaign or lead magnet

You can attach a guarantee on these one time offers to reduce the risk to basically zero, acquire the client and then upsell into a recurring long term service.

Next time you’re launching your cold email campaign test different one time offers to your ideal customer.

Once you get feedback, you’ll see exactly which offer resonates most with the market.

Now you have a validated offer, you can double down on your outbound inputs and scale up.

Hopefully you give this a try. It is a great way to create more sales by appealing to broader sections of the market.

Useful Bits

• Tweet of the week (link)

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

• Quote of the week: “Sweat equity is the most valuable equity there is. Know your business and industry better than anyone else in the world. Love what you do or don't do it.”– Marc Cuban

• Quick bite-sized pointer: The difference between winning and losing with cold email is nuance. Anyone can scrape a list, but it takes deep understanding of your prospect's pains, fears and ambitions to create an offer that converts. Use this deep understanding to create offers that solve a painful problem.

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.

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