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

(est. 4.5 minute read)

Today I will be going over:

• A dead simple framework to create and validate your cold email offer

• The first variable to nail before you optimize

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

Hopefully you enjoy it.

Actionable Cold Email Tip

Once you’ve been in business long enough, every single ‘problem’ or challenge becomes just another ‘one of those things’.

I’ve been guilty of self limiting beliefs. When I first started, I would stand face to face with an unforeseen situation and it would cause me to doubt myself and my process.

I knew the challenge was only temporary and had no choice but to solve the problem.

So I put my head down and iterated through the problem.

Was it pretty? No.

Did I learn a lot? Yes.

Was it always the most ‘scalable’ solution? No.

Did I prove to myself that I can solve hard problems? Yes.

The thing I didn’t immediately realize was that when you solve the hard problem today, it can solve an entire sequence of future problems, making them totally irrelevant.

Think about it like this: you solve problem A today, then that causes future problems B, C and D to go away before they even show up.

You nip the future problems while they’re in bud form vs having to rip out a fully formed weed.

So if you’re solving the right problem it can give you huge leverage.

It’s a crazy unlock when you start to think of problem solutions and leverage in terms of 2nd and 3rd order consequences.

So, this brings me to the point of today’s letter - offer leverage.

This is the one variable in every cold outbound campaign that when solved can make every single future decision easier.

This is because once you figure out the outcome your prospect not only wants, but desperately needs, you’ve found a winner.

Every campaign becomes easier from there - your targeting and messaging are defined for you because you have now validated the offer in the market.

But it’s rare to straight line yourself into a winning campaign. It’s often a process of iteration, reviewing data and applying learnings that will help you create a winning campaign.

Let me explain.

I was recently brought on by a 7 figure business to help build their outbound go to market.

They’ve been in business for over 10 years and have worked with a few huge brands that everyone has heard of.

As it goes with many of my clients, they have amazing results and a phenomenal service.

The problem - they can’t get cold outbound to work for them.

I asked them about their offer and they listed a series of service offerings.

To get super clear with you, an offer is an outcome the customer gets and a service is the actual thing you do for the customer.

So, it became obvious we needed to dig into offers.

Here’s what we’re doing to solve for their offer:

We start by niching down into a target vertical where they’ve had the best client results and the most profit per customer.

Then we work out their entire service deliver step by step from first touch in the sales process all the way through end result.

They have 20 or more steps in their process which is tailored to every single client.

This step is where most people get stuck.

They think: “hey every client gets a slightly different solution so we can’t create a boiler plate process for all clients.”

What they forget is there is usually at least 1 to 3 steps that every single client goes through on the customer journey.

This is your highest leverage starting point for your offer.

For example, I have a client who helps automate business processes.

Their goal is to build a useful automation, so they first need to understand the customer’s processes before they can create a solution.

The natural first step is getting the company’s operational process down into a mind map.

If a prospect has a process map, then the natural next step to get their processes automated, right?

This is a simple way to think about offer creation. Create a pain point solution that leads directly into the next step of your process.

You’ve now blasted a glaringly obvious hole in their process and they now need to solve it.

This is the second order of consequence of your offer.

And each subsequent step helps direct your prospect through your buyer journey and into a paying customer.

Bang, you’ve gone from selling a service to everyone, to closing cold traffic by offering a specific pain point solution to your ideal customer.

Now, if you’ve created an offer and are starting to get some market feedback on your campaigns, but just want them to work better, I dropped a new training this week showing you exactly how to diagnose constraints in your cold email funnel.

Even unlocking one of these constraints can help you double your conversions to add that next 1, 2, 3 or 10 clients.

Find the free 9-minute training here (link)

Useful Bits

• Tweet of the Day: (link)

• Quote of the week: “Few are born bold. Even Napoleon had to cultivate the habit on the battlefield, where he knew it was a matter of life and death. In social settings he was awkward and timid, but he overcame this and practice boldness in every part of his life because he saw its tremendous power, how it could literally enlarge a man(even one who, like Napoleon, was in fact conspicuously small).” ― Robert Greene, The 48 Laws of Power

• Quick bite-sized pointer: I've sent 2mm emails in the last year & noticed one key variable setting apart winning campaigns from losing campaigns. The answer: offer. If no one wants what you have to sell, then no amount of copywriting is going to work. First, nail your offer then optimize.

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