Why Buys and AI: Cold Emailing Tips For a Tight Market

Getting business in a tight market is challenging but sending 10k cold emails and expecting to get a decent response should be grounds to have you thrown in jail.

Ok, that last part was a little dramatic, but we live in interesting times.

These interesting times include massive layoffs and cutbacks which has any normal person feeling a little nervous.

So how do we prepare and strategize during a challenging time?

By sending cold emails that don't suck.

Most cold emails suck because of the laziness of the person sending them. We've all been guilty of hearing the hopes that marketing and sales software can help us send targeted campaigns that our audience will love. Only to find out that most folks purchase an email list, load it into Hubspot, and hope for the best.

This spray-and-pray tactic only works to annoy the very people you would hope to become a customer.

So in a world of AI and inboxes getting record amounts of spam, how do we stick out?

By crafting a good 'Why Buy' campaign.

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How to create a 'Why Buy' cold email campaign

Firstly I have to give full credit to Jessica Watts . She was a guest on the Refine Labs ' Stacking Growth podcast where she detailed her cold email strategy:

Here's how they broke it down:

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Step 1: Establish who you’re talking to and why

• What is the current state?
• What is the problem of the current state?
• What is the future state?
• What is the outcome of the future state?

Keep this simple and specific!

Create two of these versions and turn them into a question. This question is the intro to your 'Why Buy' cold email outreach campaign.

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Step 2: Messaging

• What is the pseudo-controversial opinion we’re taking?
• Create two value props.
• Avoid saying everything the product does. These product/service details can be covered once you actually get a meeting.

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Step 3: Do all of this first and then build your outbound sales lists

Because the way you design your cold outreach email list *is* messaging.

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Step 4: Construct your sequences

The first line in your email should be that question you figured out in the earlier steps.

Label each sequence:

• Why Buy 1 - cold
• Why Buy 2 - cold
• Why Buy 1 - warm nurture
• Why Buy 2 - warm nurture

Add your messaging and value prop.

This is how we start to track messaging efficiency such as answering what sequences led to more calls booked.

You can also ask yourself e.g. “what about why buy 1 is working better than 2? Let’s workshop 2 so we can make it stronger.”

Imagine a sales rep seeing a Why Buy sequence and going to marketing and telling them “why buy 1 is killing it. Go make 2 ebooks on this topic.”

You can also train your BDRs on this messaging to use in their cold calls.

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Step 6: Develop your baseline data

Once we determine messaging that works in the why-buys, we can create dashboards that monitor baselines. Once you have baselines, then you can forecast.

Examples of baselines:

• dial to pickup phone
• phone to meeting
• meeting to contact

As long as your baselines hold, then you can realistically plan revenue forecasts.

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Step 7: Revisit this program when the product or service changes.

I talked more in-depth about the reasoning behind all of this in my latest video which can be found on Linkedin or over on YouTube.

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This week's audio candy ???

Episodes covering rad shipping stories and one-person marketing team strategy

Is it ok to call Joe Lynch ★ The Logistics of Logistics as the godfather of freight podcasts? Because I think he deserves it and we chatted for an hour on all things logistics and podcasting.

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Remember the puppy booths at the Manifest conference? Well if you don't, Reed Loeffel from GEODIS certainly does, and he dishes all about the experience plus what's going on in e-commerce and fulfillment.

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Cargo crime has to be one of the most fascinating and frustrating aspects of shipping. Overhaul VP Ronald Greene joins the show to break down the differences between countries when it comes to cargo crime. And how to prevent it from happening in the first place.

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Like this issue? You'll love the podcast.

Everything is Logistics is hosted by?Blythe Brumleve , founder of Digital Dispatch where we help freight companies build a better website. Our podcast, Everything is Logistics (formally the company's namesake) has grown tremendously in 2022 and subsequently spun off into its own thing in January 2023.

Interested in working with our content team? Get more info via the links below…

podcast library ?//?content partnerships ?//?free courses ?//?conferences & events

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