Ultimate Cold Email Tutorial - Book More Meetings in 2024

there are many many many many cold email tutorials on YouTube but what I'm going to show in this video is the most effective process that I know having sent thousands of emails a day for the past 2 or 3 years or so and if you've ever wondered why some cold emails set up meetings like clockwork whilst others vanish into the abyss well you're not alone every day professionals spend an average of 2. 5 hours checking their inboxes sifting for a potential mix of opportunities and obviously let's face it spam but the truth is email remains a Powerhouse for customer acquisition and retention especially for small medium-sized businesses there's loads of opportunity for B2B salespeople and small business owners to be crushing it booking meetings with called email there's a fine line right there's a fine line between a strategic called email that opens doors and a spammy called email that ends up getting ignored the distinction personalization relevance and offering undeniable value in this video we're going to dive into a step-by-step framework that explains the common pitfalls of generic Outreach and it's going to position your emails not to just get opened but to compel action from the buyer so get ready to transform your cold email approach from a shot in the dark to a strategic meeting generation machine all right so let's talk about the game opener in cold email Outreach that is grabbing your buyer attention without coming across as a as a Jester in the court of sales we want to hit that sweet spot where your buyer's eyebrows go up in intrigue but not in disbelief it's about striking the right balance between being eye-catching and maining the gravitas of a trusted adviser otherwise the prospect's never going to buy from so first up your secret weapon to get the buyer attention is the subject line and the first line of your email research from maretto says the magic number of words in a subject line is around seven words right yes that's right just seven not 49 like I see with a lot of C emails that hit my inbox each day so with just seven words how do we make those words count well what we want to do is open What's called a curiosity Loop that leaves your buyer hanging on the edge of their seat wanting more you can think of a curiosity loop as the trailer to A Blockbuster movie it's it's the thing that gets the person into the cinema the bum on the seat and the cash in the Cinema's hand and there's a couple of good ways to build curiosity within your subject line by using howto subject lines or what if subject lines a howto subject line might be how to double Revenue in the next 90 days a what if subject line might be what if selling was simple you want to hit the prospect to B pain points you want to call out that pain point in the subject line and then we want to get the first line of the email to Tye back into the subject line so this is where we build the Curiosity Loop it loops around the best first lines always have a touch of self-interest we need to tune in to everyone's favorite radio station Wii FM which is what is in it for me and how you take this to the next level is you add a layer of personalization to that first line as well and personalization isn't just slapping the prospect's name at the top of your email if you're s to product managers you want to comment on their latest product feature if it's a middle manager you want to talk about the latest hiring spring you want to show that you've done a little bit of research not 20 hours worth of research did a little bit of research to show this person that You' sent this email specifically to them you want to show that you actually give a that you genuinely care all this stuff sounds a little bit wishy-washy but over called Outreach it's absolutely important and it will book you more meetings if you actually care about the outcomes that your prospects are going to have from working with you and this becomes even more powerful when you mix this strategy with the power move that we're going to cover in step four of this step-by-step framework but before that let's cover step two so you've caught the prospect's eye without resorting to the digital equivalent of streaking through the internet yelling about rubber duckies wearing wellingtons upside down on your hands you could do that by you called Outreach you'd get attention but no one will buy from you so we professionally got the attention of our prospects with the subject line and the first line of the email now it's time to show that you're not just another pretty subject line that you're here to solve real problems for the buyer this is where you need to demonstrate the prospect's need think of it like this you're not just telling the prospect that you understand the struggle you're going to show them and how do you do that you do that through the Art of Storytelling the goal here is to paint a picture in as few words as possible that is so vivid that the buyer can't help but see themselves within it and we're going to use what I call the reality Gap method if you want to learn more about the reality Gap method you can grab our free book cimate simple from sales. com it's completely free and we cover all this including this email framework in the in more detail as well so the reality Gap method it's like mapping out a treasure hunt where x marks a spot of the buyer's future your success and you know where they are and you've got the map to get them there so and again very succinctly in as few a word as possible we're going to map out the buyer's current reality where they are the pain they're in what they're struggling to achieve the sales targets are down the drowning inefficient processes whatever is we're going to outline the current reality then we're going to outline the future reality we're going to Dazzle them with visions of what could be we want the buyer to imagine hitting those targets streamlining operations making a ton of profit whatever it is whever they want to be we want to outline for them then we have the reality bridge this is the golden bridge that connects the current reality with their future reality it's where you're going to hint but not explain how it works you're going to hint at the tools the strategy or the wisdom that's going to help them get from one place to the other the reason why we don't tell them how all of this works is that that closes the Curiosity Loop alt together we want a little bit of the Curiosity Loop to be open because then they have to book a call with us to learn how this works so as a quick example you might say hey the person's name I just helped of their competitors or someone in their space turned their sales slump into a Victory lap they were exactly where you are right now with a specific issue with a few tweaks and some solid Frameworks they're now smashing their goals left and right do you want to know how we did it so there we go no gimmicks no fluff just a straight line from the current reality to the Future reality so that's step two of the cold Outreach framework leveraging the reality Gap meod so let's move on to step three so now we've peaked the buyer interest and we've shown them a vision of what could be but here's the kicker well why the heck should they believe anything that you've got to say it's like when you tell a friend about an amazing restaurant you went there the food was awesome the steak was incredible the wine was awesome as well and your mate turns around to you and says yeah yeah great was it was it really that good when you get a response like that that's when you need to bring in the big guns which is social proof so imagine you trying to convince your mate to try this the steak house that you've been to that you thought was awesome if you tell around and say hey Michael Jordan was in there the other day suddenly they're going to be all ears because that is social proof in a nutshell it's not you you and I as as me mortal saying that this is great it's freaking Michael Jordan is sat there having a stake having the time of his life and obviously this is a bit of an extreme example right but in the world of cold emails social proof is your Michael Jordan effect it's going to show the people that the outreaching to that they should trust you because other people have seen incredible results from working with you now your social proof if you called Outreach could be anything from a shout out from a well-known brand a killer testimonial some sh awards that the organization that you work for has racked up over the years and there's a few ways that you can sprinkle some of that magic into your emails first off you can name drop so mention the time that you've boosted sales for the buyer's competitors or someone else in the space or someone that they know so you might say after we worked with the brand that they recognize the sales went through the roof or you could try using a statistic you could say 75% of companies in our industry are using our solution numbers talk especially if you are the industry standard tool software developer service contract holder whatever it is if you're the industry standard you should absolutely lean into that with your cold Outreach or finally you could use the happy client strategy you could say did you know then a company that they recognize or have worked with in the past slash that on boarding time in half with our help because who wouldn't want a piece of that right and remember this is so so important very few sales people do this even fewer B2B small business owners do this and this is absolutely integral to your cold Outreach success collect all of these golden nuggets are social proof this should be as routine as brushing your teeth anytime someone says anything nice to you copy and paste it screenshot it record the video whatever it is whatever you got to do to capture that moment and put it in a folder on your computer that you can check regularly that you've always got access to make it a part of your process to ask for testimonials whenever you knock a project out the park or whenever someone says Hey I've enjoyed working with you ask for the testimonial over and over and over again and that leads us onto step four the call to action so we got the prospects attention we've shown them the dream we've shown them that bigger brighter future reality that we can help them get over to and we've proved that we're not just talking the talk that we can actually deliver on this as well now what is the next step well we need them to take some action and this is where your CTA or call to action comes in there are three types of call to actions that you're going to use at different stages of your sales Cadence if you're unfamiliar with sales cadences we've covered it in multiple videos on this channel so do a search on YouTube and you'll find a load of content on there so the three call to actions first up we have what's called a straight CTA this is your let's go and grab a coffee no more faffing around your direct and you're literally going to say hey does it make sense to jump on a quick call see if we can sort this out for you no fluff straight shooting book the meeting go for it because if you've got a solution to the buyer's headache and they agree that you have the solution to their headache and you've built enough trust that they believe that you can solve the headache then why would you faf around with a weaker call to action so this comes at the top of your sales Cadence this is what you want to the first two three four emails book the meeting book the meeting book the meeting so let's say you've not booked the meeting on those emails there could only be a few variables here it's not the right person it's the wrong message or the wrong timing and all of these variables are affected by the level of trust that you have with the prospect if you've not booked the meeting there it's time to use now what's called a two-step call to action which is a little bit easier for the buyer to take action upon essentially you try to slide into the buyer's DMS before you ask them out on a date you might warm them up with okay so here's the problem here's the solution here's how we can help mind if I send over a few more details or how about I shoot a quick video to explain how this works and the goal here is to spark a conversation we want the buyer to say yes then we deliver what we promised and at that point we say okay hopefully that now makes sense would it make sense to jump on a quick call to move things forward so just to be clear don't fall into the Trap of sending a weaked call to action getting a yes starting that ping pong of conversation and then forgetting to book the meeting the two-step call to action is get a response book the meeting get a response book the meeting over and over and over again so the two-step call to action comes in the middle of the sales Cadence now if we've not heard anything at that point we're going to use the third call to action which is the breakup CTA and if the prospect's been ghosting your emails your LinkedIn messages social media messages your calls then it's time to hit them with a light positive message like okay well seems like this might not be the right time for us is it cool if I check back later on and this is your way of saying no hard feelings I screwed up here you've got to take responsibility as the seller my message wasn't right it didn't go to the right person or the timing wasn't appropriate for the message that I've sent the goal is to elicit a response for the buyer who goes oh crap I I I want to get back to you will but I'm not at time you'll book a bunch of meetings on the back of your breakup call to actions but what he's trying to do here is not blow it you want to be able to add them to another Cadence 6 months from now you want them to be receptive to be jumping into another Cadence in the not too distant future because again I keep repeating this and I people at our training program over at s.

com Academy a week into the training go sick of hearing me say this but right message right person right time you can control who you send the message to the person you can control the message that you send timing is a little bit more difficult you don't always have to control over the timing elements and so we want to send a breakup call to action so then we can add them again to additional cadences in the not digant future so that we can hopefully again be in the right timing when they are ready to take action so let's pull all this together and I'm going to show you an email that I send from Wills sales. com when I am prospecting VPS of sales to get their teams enrolled in sales.