Damian Thompson

Damian has more than 1,000 customers using their cold email platform. He has personally written or reviewed hundreds of email campaigns

Expert session

Tactic that has had the biggest impact on Damian’s success

Using a  proven cold email template for replies & sales

Result if you follow the steps in Damian’s session

Compelling offers in your cold emails that entice your prospects to start conversations with you

Full session with video, notes, audio and discussion inside EHQ Club. Learn more

Expert session snapshot

Transcript

A great question is, what is an offer? So this is the biggest mistake people make, is they confuse their offer with an offering, right?

So what you sell, your product or your services you’re offering, like, that’s what you sell, no one cares. Nobody cares. Your customers don’t care what you sell. Your prospects don’t care what you sell.

What they care is, can you solve their problem? And the best way to do that is talking about them and not about you.

So when I say about offer, what I’m saying is, what can you offer them to get them to literally respond. So we took the goal of outbound.

The goal of outbound is to start a conversation. You’re not going to put a Buy Now link in an email, get someone to buy your stuff. It doesn’t work. It’s never worked. It never will work.

So what you want to do is you wanna start a conversation. Once you start a conversation, then you go to your normal sales process, whatever that happens to be. So you want to start a conversation, how can you entice someone that has never heard from you, has not asked you to talk to them, to get them to talk to you?

So what that means, that’s what I frame is an offer. So the great news is, an offer can be, you know, that content you’ve worked on for inbound, you create really compelling content that solves a problem for your target market, you can offer that as your offer, that can be your offer, but it needs to be separated than what you sell.

No one wants to hear, ”Hey, Liam, I just saw you on LinkedIn. You know, checked out your site”. Awesome. Who barely got me because I’ve been in business, 12 years, because all the awards I’ve won, and no one cares all this kind of stuff. And you’ll click this link and book a 45-minute free consultation call.

Well, everyone knows a free consultation call equal sales call. I don’t know who you are. You’ve offered me no value. You’ve offered me nothing to actually say, yes, please sell me for 45 minutes.

So what is that thing that you can actually give them to get them into your funnel? Okay, that thing to get you into the funnel that sounds a little bit like the call to action and just here’s the difference. It’s a good question. So the difference is, the call to action is literally what you want them to do. So I’ll give you an example.

Okay, so we use webinars as our current offer, we use very successfully, so our offer is a webinar that teaches people about how to create 21 powerful offers. Funny enough, right, so it’s about and it’s all the different types, you know, case studies versus webinars versus you know, blog sharing, so it’s 20 different type of valuable things you can create as an offer.

So create a webinar. So that’s our offer, right? You want to get them to the webinar, we want to do now the call to action, can change the call actually, click this link to go and schedule, your registered the webinar, the call to action be, reply to this email and register for the webinar. So that’s the thing you gotta be careful.

The call to action is actually literally what sounds like, it’s what are you asking them to do in order to get that valuable offer. So that’s the little bit of nuance there, the bits and bits, a big difference, right? So a call to action of book a consultation call.

Well, no, that’s what you want them to do. But have you offer any value? The offer could be if your service companies listen to, so this is the problem. So this is the challenge, right?

So, you know, you provide that as a coach. I know, I talked to a founder of a small company that can help them build a sales process. I know they’re getting value from my time. So I offered them a free 30 minute call. There is actually a value there in my eyes, but not in a stranger’s eyes.

They don’t know who I am. They don’t know that I know what I’m talking about. They have no idea, that kind of stuff, right? So I have to create something that is valuable enough for them to be willing to pass that, I don’t know, test.

So what you could do is you say, hey, you know, what I want to offer you is one specific thing, right? So you say if you’re a copywriter you do content marketing and a service, you’d say, I’ve checked out your website.

I’ll see that your calls to action, for example, of get people to subscribe to the newsletter aren’t powerful enough. So I’m going to write you one free call to action to use on your website, right? Now, if you’re interested, please reply here.

Alright, so the call to action on the email is reply, right, the call to action is book a meeting. But the offer is I’m going to give you a free call to action, I’m gonna write one email for you or whatever, that kind of thing. So that’s the difference.

He offers what you’re giving them, but you’re literally what you’re offering to them. Right? The call to action is how they can take advantage of it.