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

(est. 4 minute read)

Today I will be going over:

• How to beat cold email banner blindness

• Optimal time horizons to measure success

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

Hopefully you enjoy it.

Actionable Cold Email Tip

If you’ve been in the cold email game for any amount of time longer than a week, you’ll know the landscape has changed dramatically (even since July 2024). I’m writing this in September 2024.

Major ESPs like Microsoft and Google have cracked down on spam complaints.

Automated sending tools have made it insanely easy to send templated messages to a basic ideal customer profile found via mass market data providers like Apollo and ZoomInfo.

Boilerplate outreach templates are clogging up the inbox causing banner blindness. People are simply not even reading your message anymore because it looks like every other offer.

All of this has resulted in a downward trend in reply rates.

Yet, cold email remains a viable channel to get clients, if you know how to do it right.

Just this morning a client booked a perfect fit meeting with a decision maker squarely in their ICP, the healthcare tech niche. Another client booked a meeting targeting the home services niche. Both industries get hit up by their fair share of cold emails.

I say this to prove to you that, yes while cold email is getting competitive (aka harder), you can still crack the code.

You just need to think outside the standard playbook pushed by every B2B influencer or course seller on X and LinkedIn.

It all starts with your offer.

You need to come to the prospect with something compelling enough that they’ll respond.

The easiest way to do this is to show you have a deep understanding of their pain points and then offer a specific way to solve for it.

The common framework applies: Hey, We work with x niche to help them get y result without z icky thing. We recently worked with case study and can help you too. Interested?

If your service has a lot of competition (in 2024 pretty much anyone does), then you’ll need an insanely good case study to stand out using this framework. If you don’t have that, then you’ll have to rely on your offer to generate results.

Enter your intro offer. If you’ve read any of my emails, you’ll know this is a strategy we’re using with success. A client of mine closed an intro offer deal in the last week.

The reason why you use an intro offer is to appeal to a larger percentage of the market who otherwise wouldn’t qualify for your main offer.

This allows you to monetize more of your market. You will also have more opportunities to generate insane value for your client, which you then can use to upsell a portion of intro offer buyers.

To create an intro offer we use the following criteria:

1) Make them money or save them time,

2) measurable or tangible deliverables,

3) 100x ROI potential,

4) completely eliminating the five types of risk: financial risk (fee), financial risk (bad outcome), time and effort risk to fix if a bad outcome, reputation risk and ego risk,

5) it is productized,

6) fulfilled at $250/hour or more.

Intro offers warm the prospect up by reducing their risk but still getting them an outcome they want.

We're not trying to get 'married' off the jump (by only selling your recurring offer). Instead we get the prospect to take the next step and go on a 'date'.

You get your foot in the door, the prospect gets a solution to an acute problem with enough risk reduction to make it a no-brainer.

Next time you think you can’t get results with cold email, think when was the last time I tested a new intro offer?

If you haven’t iterated 5+ times, then you just need to find what the market wants.

If you’re selling an outcome that your audience wants, then you’ll be completely immune to banner blindness.

So keep testing and iterating until you find your offer-market fit.

Useful Bits

• Tweet of the Day: (link)

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

• Quote of the week: “The difference between a successful person and others is not a lack of strength, not a lack of knowledge, but rather a lack of will.” – Vince Lombardi

• Quick bite-sized pointer: Daily changes can be difficult to observe, but in the macro it's much easier to see the results of your efforts. Look back at what you've accomplished over the last: 1 month, 6 months and 12 months. Focus on the long term and you simply cannot lose.

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