Co-Founder at Square 2 Marketing, Inc.
Mike is the Co-Founder, CEO and Chief Revenue Scientist at Square 2 Marketing, Inc., a professional service company providing marketing and sales strategy and tactical execution for a diverse group of clients.
He has 30 years of experience leading marketing organizations in a variety of industries include software, consumer services, technology, travel and information services.
Mike’s personal mantra: “Be bold and mighty forces will follow.”
How To Make Your Recipient The Hero With Cold Emails
Tactic that has had the biggest impact on Mikes’s success
Understanding your prospects pain and including a more disruptive message, with insights and then a value oriented action step in the email.
Result if you follow the steps in Mike’s session
Higher open rates, higher click through rates, better engagement rates with content and more sales opportunities.
Full session with video, notes, audio and discussion inside EHQ Club. Learn more
Expert session snapshot
What story are we trying to tell them?
Human beings are really good at stories or really bad at features and benefits.
Even in cold email, we have to make sure that really quickly, it tells a story and there is a recipient to the hero of that story.
Lots of times, companies makes the mistake of thinking they are the hero, or their product, service is the hero. You need to craft a story that positions your prospects as the hero.
“If you do “X”, you will be this superstar in your business. You’ll get promoted. You’ll get recognition. You’ll drive revenue. You’ll drive leads.”
We think their major objective is to make sure that is a big part of the story, and we have to make sure in a couple of sentences, they are clear on what we are going to do for them.
It’s not about what we want them to do especially, initially; we want it to be about how we are going to help them.
We are going to give them information that is going to help them, we are going to provide them some insights that is gonna make them look smart. We are going to share something with them that they will be able to take to other people in their organization and look highly productive and respected in key point.
I think that is the first big take away when it comes to cold email.
Make sure that there is value in it for the person you are sending to, that the story is about them. You are clear on what you are going to do for them before you ask for something back from them.