Hey there - It’s Isaac from Leads to Earnings. (est. 5 minute read)

In today’s edition, I will be going over:

• the easiest way to create an offer that people actually want to buy

• A simple copywriting framework that has booked my business 30+ meetings every month

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

Hopefully you enjoy it.

Actionable Cold Email Tip

If you’re doing outreach and want a high converting script, use this framework to get started. This is the exact framework I’ve used to book 30+ meetings per month:

Here's how it looks in practice:

This script works because it gives the prospect a clear benefit, minimizes the prospect's risk, proves the claim with a case study and includes one very specific clear to action.

Now apply this to your own offer and include it in your next campaign.

Useful Bits

• Tweet of the week (link)

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

• Quote of the week: “Easy choices, hard life. Hard choices, easy life.”

   – Jerzy Gregorek

• Quick bite-sized pointer: One of the biggest mistakes I see B2B owners face is only selling a recurring service. Having different offers for different levels of market awareness means you can monetize the rest of your pipeline. Assume 97% of the market is not ready to buy your recurring service today. By having multiple offers you can potentially convert them with something lower ticket (1 time offers, lead magnets, paid products). An intro offer is a great way to get your prospect to trust you by delivering a specific outcome in a specific timeframe. Then once you’ve delivered your intro offer, work to upsell them on a recurring deal.

  Here’s an example for Lever Growth: One Time Offer: Cold email setup, Recurring: 5-15 qualified calls per month

The Biggest Lever in Your Outreach

You've probably heard the saying: “offer is king”

If not, you've at least heard that your offer is very important.

The thing is, so many people drastically underestimate its importance.

This is because your offer is the single biggest lever you can pull to generate actual results with cold email.

To show you the power of offers, here's a breakdown of one of our most recent internal campaigns.

We recently booked 15 meetings in the last 14 days.

In total, we sent approximately 15,000 emails over this time frame.

That is 1 meeting per every 1,000 emails (not prospects).

7 meetings were generated from 1 campaign, which split tested 5 different offers.

I did an analysis on the results and found something pretty nutty:

1 offer booked 6 of the 7 meetings.

That is 86% of the total bookings.

What was it about this offer that made it better than the rest? first offer that

Let’s first consider Alex Hormozi’s value equation, where the goal of any offer is to maximize dream outcome & perceived likelihood of achievement, while minimizing the time delay and effort & sacrifice.

This tells us: an offer that maximizes the prospect's potential gain and minimizes their downside will outperform one that doesn't.

In this specific case, we used an offer for free work plus a guarantee saying we would give them a gift card if we didn’t deliver.

Now I’ll show you why this offer works given the Value Equation framework.

Dream Outcome: The prospect wants a specific outcome. The free work helps them get one step closer to their goal of getting 5-15 more meetings to grow their business. This is a measurable outcome.

Perceived Likelihood of Achievement: The prospect wants to know it works, so we give them the entire strategy along with case studies proving success. If they like it great, they can use it.

Time to Success: The prospect immediately gets the outcome by hopping on a call in exchange for the deliverables.

Effort & Sacrifice: They have to show up to the call to get the thing and if they don't get what they expect then they'll get comp'd for their time.

So I'm sure you're probably thinking:

Doing Free Work takes time.

Yes, that's definitely true. The reason it works though is because it acts like a Costco sample.

In such a crowded store, why pick up a new different solution when you can go with the tried and true. If you get a taste and you like it, then you will probably buy it.

Same concept applies for selling services.

Overall, campaigns can do well and some will not.

The biggest reason - simply: The offer is king.

Here is a checklist to get you starting developing your own offer.

• Narrow problem

• Hyper valuable to solve

• Low-medium cost of goods sold (COGs), deliverable very quickly

• Can be operationalized (done w inexpensive internal resources)

• Ease of consumption

• Quality Assurance

• Process for transition to sale

The last thing to note is your first offer isn’t necessarily going to win right out of the gate. You will need to review your interested response and booking data to determine if your offer is actually something people want.

Once you start to look at your own data, you’ll quickly figure out what is working and what is not.

Then simply do more of what gets a good result and do less of what gets a bad result.

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