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I’ve been selling software services for over 20 years, I love talking software systems and software tools. What I’m really passionate about is helping my customers get more customers. That’s one of my guiding principles in the work I do today.
My current business started as a service for B2B companies helping them find new leads, lists, and contact details. From there we started building our own software tools to sell.
When it comes to cold email I have some strong beliefs about how outbound can be successful. Inbound marketing starts with content, whereas outbound starts with having a list. That’s what makes outbound so powerful in my view.
If you can define your ideal customer, why wait for them to find your content?I’ve seen a lot of people get caught up on minute details of their emails like specific words in the copy or how long the email is. None of that really matters at the end of the day if your offer isn’t compelling.
They’re just tools that are meant to get your prospect to your offer.
Once you know your list you have to ask yourself, what can you offer these people that will convince them to enter into a conversation with a stranger? You first have to cross that hurdle of skepticism before you can connect.
Many people confuse their offering with their offer. What you sell is your offering. The cold hard truth is that nobody actually cares what you sell. What they care about is if you can solve their problem.Not to sell them.
Putting a “buy now” link in your emails doesn’t work. Not now, not ever. So get that idea out of your head. However with the frame of wanting to get a conversation started the barrier to entry is a lot lower.
Now you can actually entice someone to take action on your email and you can do this with your offer.
Your offer could be some compelling content you’ve created, but it needs to be separate from what you sell. Offering a free consultation is just a roundabout way of trying to get someone onto a sales call with you.The offer also isn’t the call to action. The call to action is literally what you want the prospect to do.
Right now in my business, we’re offering a webinar that actually teaches how to create compelling offers. That’s our offer.
But our call to action is to reply to the email in order to get registered. The offer is what you are providing to them, the call to action is the how they are going to get it. It’s a nuanced difference here, but it’s important.
It’s a good idea to make the call to action simple enough that there’s only one action they need to take in order to move to the next step.
Compelling offers in your cold emails that entice your prospects to start conversations with you.
This article is based on an EHQ interview with the mentor.
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