Getting into the Cold

mindset & myths Email

LECTURE SUMMARY

in this lecture:
Covered
Myths about cold email

Myth #1 Cold emailing is spam

If you follow the guidelines of writing a good cold email, it

won’t look like spam or end in the spam folder

Myth #2 Nobody likes unwanted emails

There's always someone who actually needs what you offer

so they’ll be happy you reached out

Myth #3 You will only get negative responses

If you happen to get a negative response, it’s usually along

the lines of “Please take me off your list”

The #1 Rule of cold emailing: Don’t send emails that you

wouldn’t want to receive

- Target people that you can actually serve well

- Write emails you wouldn’t hate to read
 MINDSET
AND MYTHS
Don’t let the fear of rejection stop you cold

The results of a cold email campaign are always a mixed bag. In that
bag, there’s going to be positive replies, and not so positive replies. But
don’t let the fear of rejection stop you from moving forward with your
campaign.

Here we’ll look at a negative responses and how you can deal with
them.

Common types and causes of negative replies

Any sales person is all too familiar with the

“no-but-I’m-going-to-let-you-down-easy” approach. They don’t want
to disappoint you with a quick “no, thank you”.

The truth is the sales job would be a lot easier of people just said “no”
when they meant it. But they don’t so let’s list the usual suspects. You
know, the most common negative replies that sound like:

the budget is too small

other priorities are more important

no need at the moment (but maybe in the future)

in-house resources are good enough

already working with another company

Sometimes we reach out at the wrong time. They might already be
annoyed, depressed, sick, drowning in work or all of the above. This can
lead to another negative email, the angry reply. Something along the
lines of “leave me alone”, or “if you don’t stop emailing me, I’ll report
you”.

When a good workflow is happening, people don’t want to stop.

Especially because of an email. They might reply they’re not interested
without even realizing what you offer. In their mind, they’re eliminating
another thing interrupting their workflow.

Now that we’ve revised the common types of negative replies – how do
we deal with them?

Best practices for handling negative replies

Most people won’t even bother with negative replies, they just let go of
those leads. In specific, rare cases that is indeed the right thing to do.
But too often we’re leaving money on the table because we want to
avoid dealing with negativity.

It’s as if you were a cook who throws away a perfectly good cut of meat
because you’re not really sure what to do with it. Very wasteful
approach.
So what is a non-wasteful, proper approach to dealing with negative
replies?

There’s only one crucial rule here — always be professional. In that

spirit, here are several important pointers for professionally dealing
with negative replies:
 Don’t try to convert aggressive leads

Don’t get emotional

Don’t get drawn into an argument

Don’t give up on cold emailing

With these rules in mind, let’s show specific examples:

Example 1: You send a cold email and get a negative reply that basically
says “our own, in-house tech is enough to satisfy our needs”.
You could respond by keeping the conversation going: “I understand
your tech is currently enough, but what if you wanted to increase your
production capacity?” or “Maybe our offer could be a useful addition to
your current tech stack?”

Example 2: You send a cold email and get an aggressive reply that
essentially says “You’re a spammer, and I’m reporting you. Leave me
alone, jerk!”.
Deal with this by disarming the angry reply with professionalism, along
the lines of: “Sorry if my email annoyed you, my goal wasn’t to
inconvenience you. I won’t be sending emails your way anymore. Best
of luck to you and {COMPANY}!”.

Example 3: You send a cold email and get a reply that essentially says
“we’re working with your competitors already and are satisfied with
the results”.
You could reply by applauding their choice and leave an open window
for opportunity in the future: “That’s a great choice, they’re an
awesome company. But if you ever think about switching providers, I’ll
appreciate it if you keep us in mind.”
 Cold
Intro to targeting
Email
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Why you need targeting

Before writing anything, you need to establish who you

want to target

If you don’t have a well-defined target / ideal customer,

these things might happen:

- You won’t get the responses you want

- You’ll have bad open rates or your email will go to spam

- You’ll ruin your chance to improve because you will have

too little data to learn from

Iteration and constant improvement is how you get high

performing campaigns
INTRO
TO TARGETING
Determine your target audience… to fine-tune your message.

When designing a cold email campaign, one of the first things you’ll
need to do is figure out is who the heck you’re trying to reach. When
left to chance, all your other efforts will only go to waste.

WHY DOES YOUR TARGET AUDIENCE MATTER?

Master the art of targeting and you’re gonna capitalize on the full
potential of your cold email campaigns. It influences everything from
locating your customers to curating personalized messages
designed to engage and convert.

The following 8 questions are designed to help you identify your

target audience and ensure the time you spend creating your email
campaign has the greatest impact.

1. What action do you want to generate from your target audience?

Buying your product or service

Donating to your organization

Volunteering for an event

Advocating by spreading the word and educating others

2. What demographic fits most within that desired action?

Now determine who has a need for your service/product AND who’s most
likely to take action. Consider the following as general guidelines. Don’t get
too stuck in the details.

Age Group

Gender

Location (local, regional, national &/or urban, suburban, rural)

Marital/Family Status

Income Level

Education Level

Occupation

3. How do they think?

Personality types

Attitudes

Values

Interest/Hobbies

Lifestyles

Behaviors
4. What needs, challenges and frustrations do they have?

Understanding where your audience’s challenges are, helps to shift the

conversation to them, not you. It should always be about them.

Change your mind-set from how they can help you (“buy my product”) to how
you can help them. Usually this is communicated subtly but it should stay
forefront in your mind.

5. How does your idea, service or product help your audience?

What problem does it solve?

How does it make their lives easier? Better?

What motivates them to actually pay for it?

6. What drives them to make purchasing decisions?

(or donating, volunteering, sharing, etc)

What influences them to take that final step?

What obstacles might be in their way?

When you’re aware of their challenges, you can create impactful messaging. It
builds trust and comes off more as a friend than a business.
7. What are their media habits?
Consider the magazines they read, tv & movies they watch, websites they
visit, social media sites in their rotation, etc… Insights into this can lead once
again to tailoring your message when you know how they like to engage with
their information.

8. Are you confident you picked the right target audience?

It’s all about balance. If you try to reach everyone you will appeal to no-one.
But if only a handful of people meet all your criteria you have narrowed your
definition too strictly.

You should also question your assumptions.

Will they really benefit from your product or service? If yes, will they spend the
appropriate money or time? Do you truly understand the variables that go
into their decision making process or are you just guessing? Lastly how
realistic is it that you’ll be able to reach them with your message?

Defining the market is the tough part. Once you know who you’re
targeting, you’ll find it much easier to craft your message. One that
resonates and encourages them to engage with you.
 Cold
Ideal customer profile
Email
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Building a customer persona

In order to define their target, some companies build what’s

called an ideal customer profile (ICP)

An ICP is a list of particularities that the ideal customer has,

and each one is usually represented by a range of values

A better way of doing this is building a customer persona

(fake person), which helps you get a better idea of how
your target customer actually looks like

B2C - individual customer persona

Demographics - age, gender, generation, occupation, race,

nationality, how many children they have

Geographics - location, urban/rural, language

Psychographics - behaviors, preferences, opinions, political

affiliations, possessions

Example: Customer persona for Frame.io

John, 32
Occupation: Video editor
 Location: Los Angeles
Language: English
Has worked for at least 4 years at his current job
Has his own YouTube channel
Travels at least 3 times a year

When creating a persona, ask yourself what the core

benefits of your product/service are and who that would
appeal to

B2B - company persona

Example: Customer persona for Hubspot

ACME Co.
200 employees
They sell shoes
Location: Chicago
They use content marketing, social media ads, SEO
Their last year’s revenue was $70 million
They have multiple marketing departments & sales
software

It’s easier to find customers when you know exactly what

they should look like

Personas help you humanize your targets

One persona is usually enough for one email campaign, but

you can build more depending on how many categories of
customers you might have
CREATING
A BUYER PERSONA
How well do you really know your ideal customers?

You can’t position what you're selling to meet customer’s needs

without knowing who they are. How well do you know your ideal
customer’s background, their goals and their challenges? How
well do you understand their interests and needs? Do you know
how old they are? Where they went to school? Whether they have
kids? What a day-in-the-life looks like?

These questions may sound specific, but here's the thing...

creating very specific buyer personas can dramatically improve
your business results.

Buyer personas are fictional, generalized representations of your

ideal customers. They help you understand your customers (and
prospective customers) better, making it easier for you to tailor
content to the specific needs, behaviors and concerns of
different types of buyers.

How do you create buyer personas?

They are created through research, surveys and interviews of
your target audience. That includes a mix of customers,
prospects and those outside of your contact database who
might align with your target audience.

Here are some practical methods for gathering the information

you need to develop personas:
 INTERVIEW CUSTOMERS
Interview customers -- and potential
customers -- either in person or over
the phone, to discover what they like
about your product or service. Ask
questions about their job role and
title, what a typical day-in-the-life LOOK FOR BEHAVIORAL TRENDS
looks like (both at work and outside of Look at your database to discover
work), what tools they use in their job, trends on how your customers
what their challenges are, how they consume your content. This provides
learn new information or acquire new an outline of the problems your
skills, where they're from, how they existing customers have -- and how
search for information on the your products and services can solve
internet and so on. them.

CREATE YOUR BUYER PERSONAS RESEARCH INDUSTRY PROBLEMS

Take the information you have
gathered and start creating your
buyer personas. They should be
detailed and include geographic and
demographic information. Know
what types of companies each
persona works for and what their job
position is.
Understanding relevant industries
will help you solve industry-specific
issues. This includes understanding
the laws, regulations and urgencies
that your buyers face.

It’s important to understand each

persona’s challenges and top goals.
This will allow you to better explain
how you can solve those dilemmas.
Understand their education level and
preferred way to research and buy
from a company.

Continue to update buyer personas.

Revise and modify your buyer
personas. Buyers change over time.
The world is constantly evolving and
that means the same personas you
use today may not represent your
buyers in five years.
Even if you have a general idea of
your buyer personas, taking time
now to detail out and update those
personas will make your cold email
marketing more effective.
 CREAT ING
IDEAL
CUSTO MER
PROFI LE
Your customers should be the driver behind every marketing decision
you make. The process of creating a customer profile will help clearly
define your customers' needs by understanding their buying patterns
such as what, how and where they buy. And more importantly it
uncovers their motivations for buying.

As discussed in the video, an important part of creating your Ideal

Customer Profile is including Psychographics. Let’s look at that in a little
more detail.

WHAT ARE
PSYCHOG RAPHICS?
Psychographic information could include your buyer's habits, hobbies,
spending patterns and values. Demographics explain “who” your buyer
is, while psychographics explain “why” they buy. Demographic
information includes gender, age, income, marital status… you know, the
dry facts.

Effective target marketing only happens when both demographics and

psychographics are understood. The combination of both sets of data,
along with geographical insights, combine to form your buyer persona;
a detailed picture of who you’d like to work with (or are currently
working with).

Based on an example of a nutritional weight-loss program you’re

offering, here is what those 2 areas might look like.

• Aged 45-65

• Married, with children

• Dealing with issues of weight gain and lack of

energy
DEMOGRAPH IC • Household income $100K+
INFORMATIO N:
• Concerned with health and appearance

• Wants a healthy lifestyle, but doesn’t have much

time

• Enjoys going online in the evenings, big fan of

Pinterest

• Tends to favor quality over economy

PSYCHOGRAP HIC
INFORMATIO N: • Finds fulfillment in her career and family

• Values time with a small group of friends

Looking at the two lists above, it’s easy to see why you need both. Use
demographics alone and you have only a very hazy outline of your
audience. You understand her challenges, but not where to find her and
what really moves her to action.

Psychographics gives you so much more insight into creating the Ideal
Customer Profile, making your email campaign that much more
effective.
 Building personas Cold
off data Email
LECTURE SUMMARY

in this lecture:
Covered
Using your data to build personas

If you have no data, your personas will have to be based on

guesswork and then improved over time

If you have data, the first thing to look at is who actually

buys your product/service

Check out your customer base and rank them based on the
metric that matters most to you (ex.: revenue - the value of
the customer)

Select the top 5% of the users based on your chosen

metric - those are your ideal customers

Try to divide these people into groups and build a

persona for each group

If you don’t have enough information about your customers,

you can:
- get them to do a survey
- ask for more information when they fill out the sign up
form
BUILDING PERSONAS OFF DATA
Determine which customer is most valuable?
Your business can’t thrive without customers and for that reason, most
marketing efforts are typically focused on new customer acquisition. As
discussed in the video, determining your customer persona(s) will help you
target and define the market you want to sell to.

Where do you start when identifying your most valuable customer (MVC)?
There are a few key factors. One of them being who’s spending the most? It’s not
the only perimeter but it’s an awfully important one. And the potential pay-off is
big: when you know who your most valuable customers are, you know what
information to use in pulling together your customer personas.

So what metrics can you use to segment your MVCs? Here are five.

1
Purchase frequency
Tracking how frequently your repeat
customers order from you can serve as a
foundation for some interesting customer
insights. One of them: identifying
customers who purchase most
frequently. Frequent sales activity
suggests they are easier to retain,
making this group of customers worthy
contenders for MVC status.

2
Average order value
How much does a customer spend on
average, and how does that stack up

$
compared to other customers? For
obvious reasons, customers who spend
the most should be identified as your
‘high-rollers”. In some cases, you might
want to be notified in real-time when an
order above a certain threshold is
received.

3
Customer lifetime value
The heavy hitters who can make your
week with a single purchase are very
important, but the MVC competition isn’t
a sprint, it’s a marathon. Tracking how
much a customer has spent over the
course of her relationship with you is one
of the best ways to identify high-value
customers. 

Because customer relationships vary in

length, it’s important to have accurate
comparisons. For example, when looking
at a relatively new customer with just six
months of purchasing history, you’d want
to measure her value-to-date based on
where longer-standing customers were
in their first six months.

4
Price sensitivity
Purchases are motivated by different
reasons and some customers are very
price sensitive. While a customer who is
highly influenced by price isn’t
necessarily eliminated from MVC status,
it can be very useful to evaluate
customers through a price-centric lens.
This allows you to identify hardcore
bargain hunters who aren’t likely to
complete a purchase unless they see a
deal.

To do this determine which customers

have increased their purchasing when
sales/discounts were offered. For more
accurate results that reflect the fact that
some discounts are steeper than others,
trying weighing your calculation based
on the amount of the discount used.

5
Affluence
While you obviously can’t peek at your
customers’ bank accounts, depending on
how much information you collect from
customers, you may be able to indirectly
guess which ones likely have thick
wallets. 

Affluence, of course, doesn’t necessarily

translate to sales. But knowing who has
the money to spend can be helpful in
determining which customers are worth
engaging and where necessary, fighting
to retain.
 Cold
DIY threading
Email
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What threading is

If you’re targeting individual people in small batches, you

don’t have to build a persona

You can use the method called threading

Think about the group of people who’d be great

candidates for whatever you want to do

What do all these people have in common?

You have to find a thread that connects all of them and

use that to inform your prospecting

Examples of threads: they all like a competitor, they all have

a problem with a specific technology, they all live in the
same neighborhood, etc.

For example, if you’re selling a new plugin, your thread can

be "people that already have the old plugin"

Cons of threading: Sometimes it’s hard to do or the

connection is too weak

Pros of threading: If you can find a thread, it makes the

whole process easier
 How companies are Cold
broken down Email
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The structure of a company

If you’re selling to companies, you have to find the person

who can make the purchasing decision for the company

Set your targeting by two different dimensions:

#1 By department / Vertical indexing

- Which department of the company is going to use this

product?
- Keep in mind, your users are not always your purchasers,
so find out who is responsible for the purchase

#2 By level / Horizontal indexing

- What level in the company do you need to contact?

Companies are shaped like pyramids. From top to bottom,

you will find:
1. C-Suite (CEO, COO, CFO, CTO, etc.)
2. Vice President (VP) or Head of [department name]
3. Director of [department name]
4. [department name] Manager
5. Contributors (Account Manager, Growth Marketing,
Junior/Senior Engineer, etc.)
HOW COMPANIES
ARE BROKEN DOWN
How to find the person you need.

In the video we talked about in order for you to sell something

within a company, you’ve got to find and convince the decision
maker. Below are a couple things to consider to help you go about
making the right contact.

People involved in the buying process

The size of a business will typically dictate who you should address
in your sales pitch. Decision makers in smaller businesses are often
made by the owner or a managing director. In larger companies,
you may need to target the head/director of a particular
department. And the budget holder also factors in, if he/she is a
different person.

So when you're selling to other businesses, you need to identify

these people and target them accordingly. When you sell inside a
company you always want to start with the department that
actually needs your product. Even if the purchasing decision is
made elsewhere, you can't pull this off without them wanting it
first. But find out who holds the purse strings. That’s valuable and
you’ll want to include them in your plan.

Find out who to talk to. There are a number of ways you can use to
find out who the decision makers are.
Internet search organizations often give biographies and contact
details for key members of staff on their websites. One quick google
search will turn up their website, potentially leading you right to the
proper flow chart.

Phone the business to ask who's responsible for what you’re

offering. Be prepared when you call because sometimes the person
that answers the call, will be the person you need.

Leverage common connections on LinkedIn to find out if you or

any of your colleagues have a common connection at your targeted
company. If yes, ask for an introduction. You may be able to avoid
outbound all together.

TIP
It’s important to note you should never pitch to a gatekeeper. Two
reasons. First, if she says no and denies you access, she just made
the decision for your target where it wasn’t hers to make. Second,
it’s the gatekeeper’s job to keep people like you out.

C-Suite Founder, CEO, CMO, COO, CIO, CFO, & CXO

VP Marketing, VP Engineering, VP Finance,

Vice Presidents VP Operations, & VP X

Dir. of Marketing, Dir. of Engeneering, Dir. of

Directors
Finance, Dir. Operations, Dir. Sales, Dir. of X

Marketing Manager, Sales Manager,

Managers
Recruiting Manager, & X Manager

Growth, Marketing, Recruiter,

Individual Contributors
Account Executive, & Engineer
 What level Cold
do you target? Email
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Figuring out your target level

Targeting is an inexact science, but you have to have to

make your best guess and adapt along the way

If you target the right people, you’ll get a better open &
response rate

Targeting the top decision makers is not a very effective

strategy - these are busy people that might not have time
to read or reply to your emails

So the question to ask yourself is, how low can you go in

the organization hierarchy to be able to get results?

Think about what you’re selling based on two dimensions:

#1 Size - How much does it cost?

The more expensive it is, the higher the decision maker

has to be

Take into account the relative size - in a large company, the

decision to purchase an expensive product can be made
by someone lower in the hierarchy, while in a small
company, it probably has to be the CEO
If implementing your product requires a lot of input/effort
from your target, you might need to talk to someone higher
in the hierarchy

#2 Effect - How many people will the change affect?

If everyone at the company will use the product, the

decision maker has to be higher in the hierarchy, but if only
one department will use it, you can just target the head of
that department
WHAT LEVEL
DO YOU TARGET
You don’t want to spend your time pleading your case and getting
a prospects’ commitment – before realizing they aren’t the
decision maker. How do you figure out who that is? Asking “are you
the decision maker?” is NOT the right way.

Everyone wants to feel important and valued, even if they’re not

the ones signing on the dotted line. This question will make your
point of contact feel unimportant. Sabotage this relationship, and
you’ll lose their influence.

Use this list of 25 questions to figure out who’s the ultimate

decision maker without stepping on any toes.

1. Who else is involved in this process?

2. Who will be using the product? (If they say, “I will,” follow up
with,
“Is your manager reviewing this purchase as well? What will
they be assessing?”)

3. Which evaluation criteria are the other stakeholders using?

4. What was the last product in this category you bought?

Who was involved in buying it?

5. What’s the purchase approval process like?

6. Have you bought a product like this before? (If they say no, ask,
“Would you like my help figuring out who to bring in, based on
 7. In the past, my customers have asked [ job title] and [ job title]
to participate in this decision. Does that make sense for
[prospect’s company]?

8. Will any other teams or departments be using [product]? Will

they want a say in the selection process?

9. How have decisions like this been made previously?

10. At the end of the day, how can I help you get this purchase
approved?

11. Is there anyone else I should be meeting with to get the full
picture of how you and your colleagues will be using [product]
and what your needs are?

12. Name], do you handle [product category] decisions for

[prospect’s company]?

13. I’ve found the person with [X responsibility] almost always

wants a say in this decision. Should we bring them into this
conversation?

14. I’m sure you’ve seen first-hand how complex the average
buying decision is these days. Let’s work together so [company]
can start experiencing [specific benefit] as soon as possible.
Who do we need to meet with?

15. How does your [team, department, business] make buying

decisions?

16. Is there a committee assigned to choosing a [vendor, supplier,

solution]?

17. What’s your role in the decision making process?

18. Should I be aware of any priorities or concerns from other

stakeholders?
19. Who will sign on the dotted line? Would you like any insights.
I’ve picked up on positioning the solution to people in [X role]?

20. How long have you been looking into this type of solution, and
why did you start? (Their answer will reveal if they’re a junior
decision maker responsible for the initial supplier research.)

21. With my other customers, it’s typically the case that [X

professional] likes to share her thoughts. Should we invite her
on the call?

22. Would [likely decision maker] be interested in speaking to

[person of matching rank at your company]? (This question
helps you get to the budget authority if your prospect is
reluctant to give you access.)

23. Are you the sole owner of this [project, initiative, purchase]?

24. How can I help you sell this internally?

25. Do you need any materials from me to present this to your

boss?
 Cold
Prospecting 101
Email
LECTURE SUMMARY

in this lecture:
Covered

Intro to prospecting

Prospecting is the process of finding the people you want

to contact

You will have to do your research and create a list of

promising leads

The goal at this stage is just to find people’s names

This research process is called mining

THE IMPORTANCE
OF PROSPECTING
Sales can be challenging and it often arrives with limited or no
actual training. Most people don’t study sales yet find themselves
in sales position at some point in their career. I

You’re learning a lot right now and maybe you feel overwhelmed.
So we’re here to tell you the best place to start is to focus on
prospecting. Find your potential customers. Prospecting is an
important part of the sales process. It helps develop your pipeline,
filling it with potential customers.

How Prospecting Fits in the Sales Cycle

Down the road we are going to talk about a copywriting strategy

called AIDA. To best understand how prospecting fits into the
overall sales process, we’re going to briefly illustrate the 4 steps of
AIDA.

A I D A
AWARENESS INTEREST DESIRE ACTION

Aware of the Currious to Chooses to Purchasing

product learn more purchase the the product
about the product
product
When you’re prospecting, you’re focusing on the first two stages.
Attention and Interest. Remember the end result you want is for
the potential client to say “yup, this is interesting. I want to learn
more.” That’s important to keep in mind. As soon as you start
talking about the product, you’ve by-passed the first two stages,
landing smack dab in the third stage.

If you come across as “sales-y” or “pushy”, you miss out on the

opportunity to create connection and become a trusted ally. The
connection you build is where loyalty lies. Focus on developing
relationships and get a better understanding of their needs.
That will get you further than anything else.
 Cold
Building a hit list
Email
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How a hit list looks

The hit list is the document where you list out all the people
you want to contact and where you track your progress
with them

There are a lot of softwares for building hit lists, but you can
just keep it simple and use a Google sheet

A B2B campaign hit list might contain the following fields

(columns):

- First name, last name, email address, company, position,

phone number, outreach (how many times you’ve
contacted them), date last contacted, notes, website, deal
size (estimated size of the contract/lead value)

A B2C campaign hit list might contain the following fields

(columns):
- First name, last name, email address, Twitter handle, # of
followers

Usually, you want to fill out these fields in batches - for

example, listing out all the names, companies, and then in
another batch searching for email addresses
 Cold
Where to mine
Email
LECTURE SUMMARY

d in this lecture:
Covere
Types of mining

There are 2 directions for mining:

#1 Bottom-up (B2C)

- you start with a specific person in mind (that fits your

customer persona) and then you try to find more people
like that

#2 Top-down (B2B)

- you start with a specific company in mind and then you

look for the right person to contact at that company
WHERE TO MINE
Top Down and Bottom Up

Selling to larger organizations requires a sales effort into as many

levels of the company as possible. One of the best approaches is to
follow the top-down, bottom-up approach. Here's how it works.

Top-down:
Call into the highest levels of the organization.

Call CEOs, Superintendents, Presidents, Owners, Founders, etc. These

people have the ultimate authority and can easily make decisions to look
at your product if you catch their attention. But, they're also very busy
and often times aren't involved in the beginning portion of the
procurement process. So, they might not be overly interested in taking a
prospecting call.

But, that's why it's so important to contact them. They know how to
delegate and will delegate your call to someone else. Use this
information and ask for referrals. Who do they recommend you speak
with? Who handles these decisions? If you can get referrals to other
departments, it's almost a certainty your call will be answered when you
reference being referred by the owner. And, don't forget to also partner
with the gatekeepers at the top. They know how the organization works
and they can also influence your success.

BOTTOM-UP:
Selling at the bottom is equally important.

Call into the lower levels of the company, as the decision to use your
product or service will ultimately fall on them to implement. You need to
work hard to get their buy-in, and you need their advocacy to work itself
up the chain. If you can get enough interest at the bottom, you're very
likely to have the word spread until you're able to meet with the person
who holds the purse strings.
 Mining with LinkedIn Cold
(free) Email
LECTURE SUMMARY

in this lecture:
Covered
Using LinkedIn to find leads

LinkedIn is particularly useful for B2B

Search for your target industry and apply filters to get the
most relevant results

Shared connections are a great way to be introduced to

the people you target

When you’re looking at someone’s profile, also check out

the right side where it shows the profiles “People also
viewed”

By default, when searching for something, LinkedIn will

show you people that fit that criteria, but you can change it
to show companies

Unfortunately, when searching for companies, you won’t be

able to filter them by location, you have to go to each
profile and find out where they are
 LinkedIn Sales Cold
Navigator (paid) Email
LECTURE SUMMARY

in this lecture:
Covered
Extra features on LinkedIn

It’s $80/month with a free trial. Extra features it offers:

You can apply the location filter when searching for

companies as well

You can filter by seniority level depending on what level in

the company hierarchy you’re looking for

You’re able to save people to lists in order to keep

organized

It updates you regularly about new potential leads

depending on the settings you set up at the beginning

You can search for leads based on mentions in the news &
recent job changes
LINKEDIN
SALES NAVIGATOR
LinkedIn Sales Navigator is a helpful tool for recruiters, sales teams with
a goal of lead generation, and many other groups/individuals who need
a highly refined search tool. Below is a step-by-step guide on how a
recruiter would use Sales Navigator to find an entry-level graphic
designer to join your marketing team in Houston, Texas.

1
Search graphic designer in the
search bar

2
Narrow down by city – Houston,
Texas

3
Narrow by industry – graphic
design
 4
Narrow down by seniority level –
entry

5
You still have over 900 search
results, so now narrow down by
function
– marketing

6
You now have roughly 50 solid
applicants that match your criteria.
You are able to now use the key word
search bar to further refine, by clicking
view all filters

7
Here, you are able to refine by
experience. Let’s say you want
someone moderately entry-level so
you select 1-2 years. You are now left
with 2 solid prospects
 Cold
Mining with Google
Email
LECTURE SUMMARY

in this lecture:
Covered
Using Google to find people

Search for your business category + the location you’re

looking for

Click on “More places” on the search results page, where it

shows Google Maps

Each business usually has a website linked so you can

check them out to see if they are a good fit for your
campaign
 Using press releases for Cold
mining - B2B Email
LECTURE SUMMARY

in this lecture:
Covered
Mining from press releases

Go to Google and search for the company name + the

position you’re looking for + press release

Go through the articles that show up and see if you find

anything useful about the person who’s in that position

This is a last resort strategy for when you’re struggling to

find someone’s name
USING PRESS RELEASES
FOR MINING
Great for B2B campaigns, you are going to take advantage of the
fact that executives are mentioned in the press. Further to our
Nextflix example, here are a 2 further examples on how to use press
releases to get the names you’re searching for.

This search brings up a few

possibilities. In that case, look
at the date and choose the
most recent date. That’s
typically going to be the most
relevant information.

In this particular case, the

second search option leads
straight to his LinkedIn page,
which then confirms that
Paulie Dery is the Executive
Creative Director at Uber.

Once you know this

information, set it aside for
email mining purposes down
the road.
One more example:
In this case we’re looking for
the Chief Marketing Operator
for lululemon. Once again,
start with a basic google
search, entering in the key
words.

The very first link takes you to

a story that explains not only
who the new CMO is, but it
also lists the Brand Creative
Director and the Senior VP of
Brand. Again, once you have
these names to work with,
plunk them in your
spreadsheet until it’s time to
hunt for their email
addresses.
 Award winner Cold
mining - B2B Email
LECTURE SUMMARY

d in this lecture:
Covere
Searching for award winners

This strategy involved looking for companies that have won

awards. Why it works:
- it gives you a reason/context to reach out to them
- if you close a deal with one of these companies, their
name in your portfolio will help you close other deals

Go to Google and search for “award winning” + business

category + location

You will often find websites that list these companies

Choose the websites that are the most well-known and

check out their lists

Example of what to write when you reach out to these

companies:

“Congratulations for being ranked as one of the top 10

spas in New York! Would love to talk to you about
[initiative].”
You can also check out the list of Fortune 500 companies
at fortune.com

You can find similar lists of people that won awards for their
business category

Check out Forbes.com for their 30 Under 30 list of

entrepreneurs

The website usnews.com lists out companies as well as

people (for example, doctors in a specific area)
AWARD WINNIER
MINING
In the video we talked about different places to mine for top
companies and how “top lists” are not in shortage on the internet.
When you land one “big” company, it bolsters your reputation. You
can leverage your social proof to build credibility.

WHAT IS S OCIAL PR OOF?

Put simply, it’s the positive influence created when someone finds out
that others are doing something. It’s also known as informational
social influence.

There are a ton of different ways social proof can be used for your cold
email efforts, but they all basically revolve around showing that other
people like what you’re offering, so they should too.

SOME COMMON TACTICS OF ESTABLISHING SOCIAL PROOF ARE:

• Positive reviews
• Customer testimonials
• Growing your social media following
• Number of users or customers
• Awards and recognition
• Social shares (when done correctly)
Social proof is even more powerful when it comes from someone your
prospect knows. According to a Nielsen survey,

82% OF AMERICANS say they seek recommendations

from friends and family before making a purchase.

Simply put, consumers expect proof from other people that have
used the product, not a sales copy from brands and businesses. Smart
companies have realized that social proof can mean big growth
opportunities.

6 MA JOR TYPES OF SOCIAL PROOF

1 2 3 4 5 6

From By Referrals Ratings Social Media Certifications

Customers Experts from Friends and Reviews Proof

LET ’ S LOOK AT 2 EXAMPLES FROM THE ABOVE LIST.

USE YOUR CUSTOMERS’ TESTIMONIALS

Customer testimonials are the most frequent type of social proof that
companies use online. In fact, 84% of consumers say they trust
recommendations online, making your satisfied customers the
highest-ranked source for trustworthiness.
This is the main reason why smart brands use customer testimonials
on their websites.
You can have different forms of customer reviews and testimonials on
your website. But, you have to remember to display only the
testimonials that are satisfied with your products. Your best bet is to
use testimonial quotes. It is the most frequent form of customer
testimonials. You can accompany them with the person’s picture or a
“satisfied” rating system.

SHARE YOUR MILESTONES

An excellent way to generate positive social proof for your company is
to express gratitude for your milestones.

When you reach a milestone, it’s not a bad idea to celebrate it with
your audience. This is an excellent occasion to thank your customers
and supporters who’ve helped you achieve your accomplishment.

THESE ARE JUST A FEW OF THE MANY MILESTONES

THAT YOU CAN SHARE WITH YOUR AUDIENCE:

Attaining Reaching a big The number of The number Company

a certain number of app / software of social media anniversaries
number of users customers downloads followers

Until you land one of the “top” companies, build in social proof in your
email campaigns, and you’ll be on the right track.
 Conferences & Cold
attendee lists Email
LECTURE SUMMARY

in this lecture:
Covered
Using conferences to mine

There are conferences for anything you might be

interested in - just search for your industry

#1 Find out who the conference sponsors are - B2B

- these companies are willing to spend money and could

probably afford your product/service

#2 Find out who the speakers are - B2C

- see if anyone in the list fits your customer profile

#3 Reach out to the organizers and see if they can give

you the attendees list

- conference tickets are expensive, so whoever attends

them could probably afford your product/service

You could also sponsor a conference yourself in order to

get access to the attendees list
CONFERENCE
& ATTENDEE LISTS
Conferences are a great source of lead generation and targeting. Sponsors,
exhibitors and attendees are three sources that each provide their own value
to each other and individuals that are looking to attend. Below is a guide on
how to utilize conference attendee lists for lead generation.

If you find this list is a great list for networking, I

Many conferences, prior to registration or would recommend attending vs. exhibiting.
exhibiting, allow you to view their current This will allow you to share best practices,
registration list, a past years list, or a scram- lessons learned and even make some great
bled list of companies/titles. This connections over the course of the
gives you a good idea of event. If this list seems heavy in
whether or not attending attendees that would benefit
and/or exhibiting is of from your product/servi-
value to you ce, I would exhibit.
PRE-DECISION
PRE- PRE-DECISION
DECISION-
DECISION MAKING

If attending, prior
DECISION-
PRE-CONFERENCE POST- Many organizers give
to the conference I
MAKING CONFERENCE you lead scanners if
would connect with
some individuals you you are exhibiting, this is
saw on the list to see if for you to scan the badge
they are attending this year of those you spoke with to
and would like to meet and speak record their contact information.
with you. If exhibiting, I would begin to plan a This is key, as following-up post-event is where
targeted marketing strategy toward the types of the lead is reeled in. If you are attending, two
titles and attendees you saw on the list. For words: business cards.
example, if you saw 50% of attendees were
CFOs and 20% were VPs and 30% were mana-
gers, you would need to have a more senior-le-
vel approach.

https://american-image.com/the-top-15-reasons-why-exhibit-at-trade-shows/
http://nimloktradeshowmarketing.com/top-7-reasons-to-exhibit-at-trade-shows/
https://evoexhibits.com/top-5-benefits-of-attending-trade-shows/
https://www.omax.com/news/blog/top-ten-reasons-attend-a-trade-show
 Presentations, slides, Cold
and publications Email
LECTURE SUMMARY

in this lecture:
Covered
Mining from presentations

If someone gives a presentation, they probably have slides

attached to it

It’s likely that the presentation slides end up on the internet

afterwards

They usually put their email address at the end of the

presentation

Reading someone’s presentations also helps you

customize your copy

Academic leads are likely to have publications that you

can check out and then mention in your email
 Cold
Using directories - B2B
Email
LECTURE SUMMARY

d in this lecture:
Covere
Mining from directories

Regardless of what industry you’re in, if you’re a company,

someone out there has probably indexed you
These lists are usually made for consumers but you can
use them to build a hit list when selling to companies

#1 Yelp.com or similar websites in your area

- search for your industry and apply filters to get more

specific results
- you can message them on the platform or go to their
website if they have it listed on their profile
#2 Yellowpages.com

- companies usually have a phone number listed or a

website you can check out

#3 Local.com

If you’re targeting doctors, you can use Zocdoc.com or

Healthgrades.com

If you’re targeting restaurants, you can use OpenTable.com

or Zagat.com
If you’re targeting startups, you can use Crunchbase.com,
Angel.co, or F6s.com

If you’re targeting any type of agencies, you can use

Clutch.co

You can find a directory for everything just by doing a

Google search: industry/business type + location
 Cold
Using communities - B2C Email
LECTURE SUMMARY

in this lecture:
Covered
Mining from communities

Online, there are a lot of forums or meeting spaces where

people gather and communicate on different topics

#1 Reddit.com
- search for subreddits related to your business and see
what they talk about
- look for commenters that fit your criteria
- pro: it’s a massive community and you can find almost
anything
- con: you have to message people through their system
#2 LinkedIn
- search for your industry and look for groups
- request to join the group and then you can see
everyone’s profile

#3 Google
- search for your industry/topic + forum
- you can usually message people through the platform

If you can’t find people’s contact information & don’t want

to contact them through the forum, you can at least make a
list of names and do another Google search to find out
more about them
If you’re targeting startups, you can use Crunchbase.com,
Angel.co, or F6s.com

If you’re targeting any type of agencies, you can use

Clutch.co

You can find a directory for everything just by doing a

Google search: industry/business type + location
 Cold
Twitter keywords - B2C Email
LECTURE SUMMARY

in this lecture:
Covered
How to mine using Twitter

Twitter is designed for people to easily share their thoughts

on anything

All tweets are indexable, which means you can search for
keywords and see what people said (if their account is
not private)

Go to twitter.com/search-advanced or Google “Twitter

advanced search”

Depending on your industry, fill out the form with the

keywords you want or don’t want to look for

For example, you might want to search for people

complaining about a competitor so you can offer them your
services instead
TWITTER KEYWORDS
Twitter is a social platform that is viewed by a majority of users as a way
to share thoughts and keep up with friends, family and influencers.
A use of Twitter that is often overlooked by most users is the power of
keywords. Keywords and hashtags are a useful way for businesses to
keep track of where their products and/or services stand in their industry
and what steps they need to take moving forward.

EXAMPLE:
search iPhone X and see what
has been said about your
FEEDBACK product if you are Apple

Typing your software, product,

company etc.

COMPETITION
EXAMPLE:
Typing competitor names and Apple by search Android to
complaints, typing services/products see recent complaints and
and analyzing top tweets for praises
feedback
 EXAMPLE:
if Apple is trying to purchase
a smaller tech company
named ABC Company, they
TARGETING can search for that account
and see what they have been
Searching specific companies for B2B posting and engaging with
and contacts for B2C for targeting prior to a meeting
methods

MARKET TRENDS EXAMPLE:

Typing key words such as FinTech or
SaaS or Accounts Receivable to
figure out what people are talking
about (beneficial for blog posts,
SEO, etc.)
Type smart watch or tablet to
see the latest trends or even
more general you can search
technology

https://blog.hubspot.com/marketing/how-to-use-twitter-advanced-search

https://lifehacker.com/search-twitter-more-efficiently-with-these-search-opera-1598165519
 Exporting competitor’s Cold
followers on Twitter - B2C Email
LECTURE SUMMARY

in this lecture:
Covered
How to export followers lists

Use the advanced search feature to find competitors in

your industry (people mentioning other companies)

Go to the competitors’ accounts and see who follows them

You can use that list of people as your lead list

There are paid tools that help you export the list of
followers, but you can do it manually for free

Click at the top of the page and drag until you select all the
people you need from the list

Copy and paste them into an Excel sheet - right click on the
first cell and select “Paste Special” - Text

Go to Data - Filter and then click the drop down button in

the first cell

Filter by “Begins with”, write “@” and then you’ll get a clean
list of all the Twitter handles
If you want to use a tool, try Twlets.com or something
similar (Google it)

You add it as an extension to Google Chrome - when

you’re on the Followers page you can click it and it will
export the list of handles plus some extra information about
each one
 Personal network - how Cold
and when to use it Email
LECTURE SUMMARY

in this lecture:
Covered
How to use your personal network

You probably won’t sell anything to the people you know,

but they might help you connect to potential customers

Don’t piss off the people in your network by having a salesy

attitude when you’re asking for an introduction - most
people will be happy to help you

Send them an email, for example:

Subject: Intro request at [company name]

Hi X,
Hope you’ve been well. I’ve been having some trouble
finding the person in charge of [initiative] at [company
name] and know that you (used to) work there. Any idea
who this might be?
Any help would be really appreciated.
Best,
John

If you don’t know anyone that is connected to the company

you’re targeting, you can search in the following places:
#1 The alumni office or career center at your high
school or college

#2 LinkedIn

- search for the company you want and see if any of your
connections works there
- if you find someone that you have shared connections
with, see if any of those people could introduce you to
them
- for more results, apply the filter “Past companies” to find
people who previously worked at the company you target

#3 Facebook

- search for “friends who work at [company name]” and

select People
 Prospecting best Cold
practices Email
LECTURE SUMMARY

in this lecture:
Covered
Two methods for prospecting

You can do prospecting in two different ways:

#1 Waterfall method
- full-time research, gathering thousands of emails,
scheduling out emails in batches of 100+ at a time

#2 Agile method

- gathering 20-50 prospects each day, emailing them and

checking again later to see if they responded

Benefits of the Agile method:

- it makes it easier to see right away what works and what

doesn’t and improve over time
- you’re always sourcing new potential business, which
helps keep your revenue steady or growing

Regardless of which method you prefer, it’s essential to

build a system or a process you can follow each time
 Cold
Cold calling
Email
LECTURE SUMMARY

in this lecture:
Covered
Making cold calls

When it’s not clear who you should be reaching out to with
your pitch, you can try cold calling the company you’re
targeting

The goal of cold calling is not to sell anything, but just to

be directed to the right person to email - it’s called
informational cold calling

You usually call the main number listed on the company’s

website, but if there are more numbers, see which one is
the most relevant for you

There are three scenarios you could run into with a cold
call:
- You connect with the owner or the decision maker
- You connect with someone lower down in the
organization
- Nobody picks up

Start with 10-20 calls to see what works best

COLD CALLING
Cold calling is a practice performed in almost
every business selling a product or service.
Essentially, employees are picking up the
phone and hoping to get connected to their
intended point of contact. Below is a
step-by-step guide on how to prepare and
successfully execute a cold call:

STEP 1:
practice before picking up the phone.
Approaching your call well-versed on possible
outcomes will allow you to sound more
confident and well-prepared

STEP 2:
make sure you know who to ask for, whether it be
a title, a department, etc. If you know the person’s
name – make sure you know how to pronounce it
 STEP 3:
introduce yourself, your company and lay out
your credibility/value within the shortest
amount of time possible – too much
information is a net negative here

STEP 3 V 2:
voicemail?
Good thing you practiced in step 1

STEP 4:
lay out why you are calling in 1-2 sentences
maximum

STEP
STEP 5:
5:
ask for an email to follow-up and provide more
context

https://www.saleshacker.com/cold-calling-tips-techniques/

http://blog.persistiq.com/the-ultimate-guide-to-cold-calling-part-i

https://blog.hubspot.com/sales/psychology-tips-to-enhance-your-sales-calls

https://blog.hubspot.com/sales/everything-you-need-to-know-about-selling-over-the-phone-in-a-single-infographic
 Scripts for informational Cold
cold calling Email
LECTURE SUMMARY

d in this lecture:
Covere
What to say in a cold call

There are two types of scripts you can use for cold calls:

#1 Casual - be friendly, down to earth, don’t be pushy

or apologetic

Example 1: Ask for the right person to contact

“YOU: Hi, I’m [name] from [company name] and I was

hoping maybe you could help me out?
(Pause until they speak)
YOU: I'm wondering who would be the appropriate person
to talk to about [initiative]. Any chance you know who that'd
be?
(They answer, probably wanting to get off the phone.)
YOU: Awesome! I just wanted to shoot them some
information about how we've helped other companies like
yours produce [results]. Any chance you'd be able to
provide me their email address? Thanks!”
If they say no, you can say this:

“YOU: I totally understand. Is there someone that might

know who the right person to send the information to
would be?”
Example 2: Ask for the former stakeholder’s email

“YOU: Hey, can I speak to (Former Stakeholder's Name)?

THEM: Sorry, they no longer work here.
YOU: Ahh, well I know they used to manage [initiative]. Any
chance you know who's accountable for that now?”

#2 Urgent - better for businesses that have high call

volumes (restaurants, doctor’s offices, salons)

Example:

“YOU: Hi, may I please speak to the owner?

THEM: Who's calling?
YOU: My name is [name] and I'm calling on behalf of
[company name]. We're looking to help some of the top
[business type] in the area and wanted to see if you guys
were a good fit.
THEM: Sorry, they're unavailable right now.
YOU: This is really important. Can I speak to the manager
or get their email address?”

Every business out there wants to be considered one of

the top businesses in their industry

Ask for the name of the person you’re speaking with, in

order to be able to thank them personally at the end and to
have a name that you can refer to later in your email

If no one picks up, try again later or leave a voicemail, for

example:
“Hi there, [name] here from [company name]. I had a quick
question regarding [initiative] at [their company name]. If
you get this message and want to give me a call back, I'm
available [times, if applicable] at [phone number]. Thanks,
and I look forward to speaking soon.”
 Cold
How email hunting works
Email
LECTURE SUMMARY

in this lecture:
Covered
Thoughts on email hunting

The quality of the process of gathering emails is crucial in

the success of a campaign

Finding emails is not that difficult - most email addresses

follow a pattern of first + last name @domain

Companies want their employees’ addresses to be

straightforward and easy to find

Individuals outside companies want email addresses that

look professional

Email hunting can be done on a spectrum, from free,

simple, manual tools on one end to more costly, polished,
and automated solutions on the other

In order to find all the emails you need, you usually have
to use a mix of these tools and strategies
HOW EMAIL HUNTING
WORKS
It’s not always easy to find someone’s email address. Why?
Because they’re not always willing to reveal it on the web. People
protect their email addresses for good reason. Putting it right out
there in plain sight invites anyone and everyone to contact
them—even spammers.

But here’s the good

news: with a

COMPANY "ABOUT" PAGE

The first place you should look for email addresses is the "About"
page of your contact's company website. Here you might find
anything from a brief bio to detailed contact info for every team
member.

Dig around a bit more, and you might find email addresses in
unexpected places. For example, on Zapier's "About" page, you'll find
team members' contact information by hovering over the photos.
PERSONAL WEBSITES
If you can find a personal blog or website for a contact, you may find
an email address on their "Contact" page. If not, they may have a
contact form on their website that sends them an email without
exposing their email address to the public.

SOCIAL MEDIA
If you can find your prospect's social media account, check their
profile for contact information. Here are a couple tips to keep in
mind:

You may need to connect with the contact to see their email address
on LinkedIn.

On Twitter, you can search historical tweets to see if a contact has

ever tweeted their email address. Search on Twitter for the word
email or at dot, and then follow that with from: and the contact's
Twitter handle (e.g. email from:dannyaway or at dot
from:dannyaway).
GOOGLE SEARCH
If a person's email address is published anywhere online, Google
may have it indexed and it is available for discovery. Here are a few
search strings to try:

[firstname] [lastname] email

[firstname] [lastname] contact

[firstname] [lastname] [company] email / contact

[firstname] [lastname] email/contact site:[domain.com]

If none of these search tricks work, you'll have to do a little more

detective work to find your contact's email address.
 Using Email permutator Cold
+ Mail tester Email
LECTURE SUMMARY

in this lecture:
Covered
The more manual way to find emails

These are free tools that you can use to find someone’s
email address

Search Google for “email permutator” and you’ll find a

Distilled.net article that includes the link to the Google
Doc spreadsheet you need

Make your own copy of the spreadsheet in order to be able

to edit it

Fill out the form with your lead’s first name, last name, and
domain and it will generate a list of potential email
addresses

Go to MailTester.com, copy & paste each email from the

spreadsheet and it will tell you if it’s valid or not

Downside: MailTester won’t be able to verify email

addresses that use Google servers

This manual process might take longer but if you don’t want
to use paid tools, it’s worth trying
 How to find email addresses Cold
of social media profiles Email
LECTURE SUMMARY

in this lecture:
Covered
Finding emails from Twitter profiles

Twitter is one of the only social networks that has a lot of

public information available

After you collected all your leads’ Twitter handles, there are
a few ways to find their email (try them in this order):

#1 They list their email address on their profile

#2 They list a personal website/blog on their profile

- click the link and search for contact information
- for custom domains, go to instantdomainsearch.com, type
in the website name, click “who is” and you’ll be able to
find the owner’s email address

#3 They mention that they work for a certain company

- take the company website and their name and use the
tools we covered in the course to find their email

#4 If they have an unusual name, search Google for their

name + some information you can associate them with
- you might find a website, a LinkedIn profile, etc.
#5 If they have a high quality profile picture, they
probably use that elsewhere too
- save the image, go to Google Images, drag and drop the
image and then search
- it will show you all the places where that image shows up
- chances are you’ll find an email somewhere

#6 If you think their username looks unique, search for it

through Google

- you might find them on YouTube or another place where

you can contact them
 find email address searching social media

While we mainly looked at Twitter to find email address, there are other social media
options you can use to find a contact’s email address.

Facebook Graph Search has been quietly slimmed down in the last year or so but can
still be a valuable resource.

The idea of Graph Search at least originally, was that it would enable all users to track
down relevant information easily, by searching through the profiles of their
connections and extended connections (friends of friends) to find relevant matches for
search queries.

Graph Search could also locate any info listed publicly. So you could enter in ‘People I
know who use dating apps’ and Graph Search would show you.

Of course not everyone wants you to know that type of information, and privacy
settings on Facebook can get pretty complex. But even if a profile is locked down, that
doesn’t mean the groups they’re in are also locked down. Because Graph Search
effectively enables you to locate somewhat sensitive information, Facebook stopped
talking about it and put it on the backburner. But you can still use it.

First off, Graph Search is only available to US users. Or anyone who changes their
language to ‘English (US)’. To do this, go to your settings, click on ‘Language’ and
change it to ‘English (US)’. And now you have Graph Search.

As above, you can now enter more complex search queries into the Facebook search
bar and it will return more contextual matches. Graph Search is built around
conversational language to make it more functional, so you can type in variations of
questions and it’ll try to return a result.

In terms of tracking people down, Graph Search enables a range of queries that can
help. Let’s say, for example, you know this person worked at McDonald’s in
Greensborough between 2010 and 2014.

Even if the person you’re searching for hasn’t listed their previous employers on their
Facebook profile, or has their info locked down to search, you can still find former
colleagues from their past places of work and search through their friends. If the
person you’re looking for is using a different name but is connected with someone
from their old work, you’ll be able to track them down.

Other ways of investigating

If you know their phone number
When you’re through with trying names, you’ve got another option.
Their phone number. When investigating, you can convert a cell
phone number into a social network profile. Many people will use
various modifications to their real name in order to hide a bit, but
still use their real phone number.

On both Facebook and Twitter, you can block anyone from finding

you via your registered email address or phone number, but a lot of

Finding friends of a friend 

If you’re not getting anywhere with your initial searches, you need to
think a little bit out of the box. The accounts of relatives and friends
can lead you right to the person you want, even if that person is
well hidden—the network of tags, likes, and retweets goes pretty
deep on Instagram and Twitter, places where most content is
public.

People are connected in many different ways. You are hard pressed
to find someone who doesn’t have one of these accounts. These
daisy chains of connections can be traced with time, patience and
some know-how.

Forums and communities

Think about forums and communities that your person of interest
might belong to. A local boating society? A dramatic arts group?
Searching for pages and forums relating to areas and interests can
turn up promising leads. Remember you don’t always have to look
for your individual directly, because someone who knows them or
used to know them might do just as well.
 Tricks for when Cold
you’re not sure Email
LECTURE SUMMARY

in this lecture:
Covered
What to do when you're not sure an email is valid

Sometimes you just can’t guarantee an email is valid, even

if you use advanced tools. What you can do:

#1 Do some informational cold calling to see what you

can find out

#2 Take the most likely email address and send the email
to that, but then put your second and third best guesses
in the BCC field (Blind Carbon Copy} - the recipient won’t
see that the email was sent to the other addresses as well

Why strategy #2 works:

- email clients auto-label the email address with their name
- nobody ever checks the header of the email

Company emails usually have consistent patterns, so send

the email to the one that fits that pattern best

Don’t try to do this strategy at scale - sending 2-3 bad

emails for every good one will make servers skeptical of
your address and your emails will end up in spam
TRICKS FOR
WHEN YOU’RE NOT SURE
Finding the right email for your point of contact can be tricky,
however many business emails are fairly predictable. There are
several routes you are able to take to find the intended contact
information, however, below are guides to help you out.

ANOTHER EMPLOYEE
If you have the email to another employee, it is almost guaranteed
that if you follow the exact nomenclature for that email for the
person you are trying to reach, you will be successful.

For example,

john.smith@abccompany.com

shows you that if you are trying to contact Sarah Jones, her email
will likely be

sarah.jones@abccompany.com

You can often find the handle used by going to the contact section
on their website or by simply looking around at other employees
on LinkedIn. Job posts are another way, as most recruiters leave an
email handle at the end of each job post.
COMMON NOMENCLATURES
Below are the most common nomenclatures used for Sarah Jones
above.

First name and last name

Period in between sarah.jones

Underscore in between sarah_ jones

Nothing in between sarahjones

Alternate last name then first name with above options

COMPANY HANDLE

Spelled out @abccompany.com

Abbreviated @abcco.com

https://blog.hubspot.com/sales/find-email-addresses
 Cold
Alternatives to email
Email
LECTURE SUMMARY

d in this lecture:
Covere
The hierarchy of contact options

In searching for someone’s contact information, there is a

hierarchy of options, from the best to the least ideal one:

#1 Personal email address

- it’s usually less crowded, so it’s easier to get their
attention
- people don’t often get pitches on their personal address
- they might assume you’re someone they know or you
come from someone they know

#2 Company email address

- people always check their work emails so they will at
least open it
- it looks official, like a company reaching out to another
company

#3 LinkedIn messages
- connect with them and then send a message for free
- pay for a Pro subscription to be able to send messages to
people that you’re not connected with
- people are less likely to see it or they might see it at a
later time
#4 Facebook messages
- people are more likely to see messages on Facebook
BUT if you’re not friends, your message usually ends up in
the Message Requests folder, which people don’t check as
often

#5 Tweet at them
- it has the disadvantage of being a public message (of only
150 characters)
- use this in conjunction with other methods, like tweeting
at them to point out that you sent them an email

#6 Generic emails like info@company.com /

contact@company.com
- you never knows who reads these emails or if they ever
get read

If you use these strategies in conjunction (email +

message), you can get better response rates
+ALTERNATIVES
ALTERNATIVES +
TO EMAIL +
TO EMAIL
In reaching the right contact at a company, many times the research
in finding the decision maker is not the most complicated part, rather

+
finding how to contact them is. Email addresses are often not given
out on a whim besides if you have their business card or if you’ve
spoken with them over the phone already. A method that has proved
successful if executed correctly is LinkedIn messaging and/or a
connection message.

There are a couple of positive aspects of connecting via LinkedIn

PUTTING A FACE TO A REQUEST LESS TRAFIC

this is helpful as it is easier to
ignore someone on an email
versus on a more personal
medium
many times, inboxes are flooding
and emails are automatically
deleted. LinkedIn connection
messages and direct messages are
less likely to be full and more likely
to be read

Do not lay out your entire message through LinkedIn. Many times, the
platform actually restricts your character count, however if you have
free reign you should still keep it short and simple. TLDR (too long
didn’t read) is particularly true through social media, there’s a reason
Twitter is limited yet effective.
A SIMPLE GUIDE IS TO:

1. ALTERNATIVES
Introduce yourself (name, position, company)

2.

3.
TO EMAIL
Briefly mention why you are contacting them (approximately 1 sentence)

Ask for an alternative way to contact them

4. Give them a reason why they would want you to contact them

Example:
let’s say you are trying to contact Jeff Smith, the VP of FinTech at a Fortune 500
company based in New York and ask him to join a small event you are hosting.

Subject: NYC Executive FinTech Event (relevant location, peers and industry)

Hi Jeff,
My name is Sarah and I’m the event manager for ABC company.
We are hosting an executive event in New York next month to discuss FinTech
market trends and I think you would be a great addition as a facilitator.
I’d be happy to send you more details via email or hop on a quick call –
please let me know so I can reserve you a spot.

Reasons why this is a good example:

– First sentence – introduction

– Second sentence – reason for outreach + why it’s relevant to him
– Third sentence – alternative contact methods + a CTA

https://www.forbes.com/sites/dailymuse/2013/10/15/how-to-write-linkedin-messages-that-actually-get-read/
https://beamery.com/blog/linkedin-messages
https://blog.hubspot.com/sales/how-to-craft-an-inmail-that-gets-results
 Cold
Intro to scaling
Email
LECTURE SUMMARY

d in this lecture:
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How to scale your process

There are three ways to scale the mining process:

#1 Outsourcing / delegation
- you can hire someone in your country as well as overseas
or delegate it to one of your employees
- it’s worth it when you have little time to spend on this
- you can have one person doing everything or multiple
people, each focused on one part of the process
- having just one person is more expensive but they
understand the bigger picture better and can help you
debug the process at first
- Freelancer.com is perfect for finding people who do this
kind of work

#2 Bulk purchasing (bulk leads)

#3 Automation

- we’re not going to cover this because it’s a really inexact

process and you can usually just buy the lists that other
companies have compiled
 The 4 rules of Cold
outsourcing Email
LECTURE SUMMARY

d in this lecture:
Covere
Tips for outsourcing

#1 Less cost, more management & more cost, more

management
- you can find freelancers for all price ranges, but the more
you pay, the more independent they’ll be so you won’t
have to spend that much time managing them
- if you pay more, they have more skills and they can
communicate with you better
- cheaper workers are more narrow and literal in their work
(they might not understand nuances, usually due to
language barriers)
- ask yourself how comfortable you are managing someone
with limited English skills
- ask yourself how much time you are able to dedicate to
management

#2 Decide if you want to hire a specialist or a

generalist

- a specialist is very good at one thing (costs more)

- a generalist can do a bit of everything but they’re not an
expert in anything (costs less)
- a specialist can help you define the process at the very
beginning if you don’t want to do it yourself
- a generalist can easily follow the steps after the process is
defined
- if you only use one platform (ex. LinkedIn): hire a specialist
- if you use multiple platforms and tools: hire a generalist

#3 The more information you give them, the cheaper

they will be
- if you clearly define every detail in the process flow, the
person you hire doesn’t need to think too much about what
they need to do - they just follow the instructions
- if you don’t know your process and they have to figure it
out themselves, you’ll have to pay more
- don’t do process flow documents unless you’re confident
they’re accurate

#4 Always calculate and track the cost per lead and

compare it to the value of each lead

- see how many leads your freelancer can gather in an

hour, track your email open rate, response rate, and see if
what you’re paying per lead is lower than what the
customer pays you in the end
- it’s fine if you lose money at the beginning when you’re
still tweaking the process, but on the long term you have to
make this sustainable
 4 RULES
TO OUTSOURCING
Advantages of outsourcing

Knowing the benefits of outsourcing

will help you decide if this is
something that could work for your
business. Here are three reasons to
give this a try:
1
YOU DON’T HAVE TO HIRE MORE
EMPLOYEES
When you outsource, you can pay
your help as a contractor. This allows
you to avoid bringing an employee
into the company, which saves you
money on everything from benefits
to training.

2 3
LOWER LABOR COST
ACCESS TO A LARGER TALENT
Did you know there are
POOL
approximately 300,000 jobs
When hiring an employee, you may
outsourced by the United States
only have access to a small, local
each year?
talent pool. This often means you
Every company has its own reason
have to compromise. Many
for doing this, with many chasing
companies have found that
lower labor costs. You don’t want to
outsourcing gives them access to
trade quality for price, but
talent in other parts of the world. If
outsourcing often allows you to get
you need specialized help, it often
the best of both worlds. By
makes sense to expand your search.
searching a global talent pool, it’s
easier to find the right talent at the
right price.
 Cons of outsourcing

Despite the many benefits of

1 outsourcing, you don’t want to go
LACK OF CONTROL
Although you can provide down this path until you compare
direction in regard to what you these to the potential drawbacks:
need to accomplish, you give
up some control when you
outsource.
There are many reasons for
this, including the fact that you
are often hiring a contractor
instead of an employee. And
since the person is not
working on-site, it can be
difficult to maintain the level
of control you desire.

2 3
COMMUNICATION ISSUES
This doesn’t always come into
play, but it’s one of the biggest
potential drawbacks.
Here are several questions to
ask:
• What time zone does the person
live in and how does this match
up with your business hours?
• What is your preferred method
of communication? Phone, email,
instant messaging?
• Does the person have access to a
reliable internet connection?
COMMUNICATION ISSUES
Despite all the benefits of
outsourcing, it is only a good
thing if you’re receiving the
quality you expect. Anything
less than this will be a
disappointment. This isn’t to say
you can’t successfully outsource
particular tasks, but you need to
discuss the expected quality
upfront.
WRITING A JOB POST

HOURLY OR FIXED RATE.

WHAT’S THE
BEST APPROACH?
It takes a well written and detailed job post to attract the prospects you want to
attract. As we went over in the video, your post lays out all the essential details
like a description of the project, clear deliverables, a timeline and your
estimated budget. But then comes an important question: Which payment
structure is best for your project?

Both have their advantages and both may come into play for you. As I said, I like
to start hourly and then work toward a fixed-price approach. Some people I
know start with smaller fixed-price projects then transition to hourly for longer
term commitments.

To help guide your decision, consider the following:

BENEFITS OF HOURLY PROJECTS

Flexibility. Hourly billing is a great option for projects where
flexibility is required. Flexibility is needed when you and the
prospect don’t know how long it will take, the scope of work
could change as the project moves along or changes are made
to timelines.

Clear communication. If you want good results, you need to be

a good communicator. It’s essential for effective work. An hourly
project gives both of you a chance to connect as the project
moves along. You can share updates, address challenges and
work through things as they come up.

Longer-term relationships. Because hourly projects are typically

more flexible, they lend themselves nicely to working together
on a repeat basis. Both you and your hire have flexibility to add
to the project without having to create a new project and hire
additional people.

BENEFITS OF FIXED PRICE PROJECTS

Set expectations. A fixed-price project works well for a single
project usually with a specific scope of work. Before you even
begin, you negotiate pre-determined project goals with clear
deliverables and objectives. You’ll know where things stand and
when you can expect them to be delivered. It’s a good way to
make sure you and your hire are on the same page right from
the beginning.

Short-term projects prevail. If you’re working with a short

timeline, a fixed-price project can be easy and convenient. You
both know when it starts and when it ends. There’s no
guesswork or unknowns. For bigger projects you can agree to
benchmarks or milestones that are approved and paid along the
way.

Stay on budget. With a confirmed price, you can manage your

budget more effectively. You have established a price you both
agreed to. It’s as good as done in terms of planning for it within
your budget.
 Bulk prospecting / Cold
buying leads Email
LECTURE SUMMARY

d in this lecture:
Covere
Where to buy bulk leads & tips

This strategy is mostly used for B2B

Places you can buy leads from:

#1 LeadFuze.com - the cheapest and simplest system
#2 Apollo.io - they have a lot of features but it’s
expensive
#3 Clearbit.com - the largest database, you have to be
technical to use it, very expensive so not recommended for
small companies
#4 PeopleDataLabs.com
#5 Growbots.com
#6 Diffbot.com - tool for scrolling websites for information

Best practices with bulk prospecting:

- only purchase leads for massive campaigns - start small
first in order to establish your process
- all these companies have brokers that can help you find
better leads and lower your cost over time
- be aware of the leads’ accuracy, some databases might
be outdated - use a trial version first to check if the leads
they give you are valid
 4 useful copywriting Cold
concepts Email
LECTURE SUMMARY

d in this lecture:
Covere
The concepts we're going to cover

If a writer is doing their job well, they’ll be able to plant

ideas into the minds of their readers

In email marketing, the goal is to make your prospects want

to have your product

We’re going to cover 4 concepts from copywriting that you

can use in a cold email:
- The AIDA formula (Attention, Interest, Desire, Action)
- The UVP (Unique Value Proposition)
- The CBI framework (Competitive, Benefit-driven,
Inspirational)
- Adding emotional triggers to maximize your copy’s impact
on the readers
 Cold
The AIDA formula Email
LECTURE SUMMARY

d in this lecture:
Covere
What AIDA means

AIDA stands for Attention, Interest, Desire, and Action

The goal of this formula is to create a slippery slope that

your prospects will slide down on the way to becoming
your customers

#1 Attention
- in order to get people to read your email, first you have to
get their attention
- write an intriguing subject line that makes them open the
email

#2 Interest

- spark their curiosity by providing specific details about

your offer and adding context
#3 Desire
- explain the benefits that they would get if they try your
product/service
#4 Action
- provide a clear and compelling call to action
- what do you want your reader to do exactly?
AIDA
CASE STUDY:
HOT YOGA STUDIO
Let’s say you own a budding hot yoga studio, primarily targeting
women 25-40. Males and elderly also participate, but are a
secondary audience.

Summer’s approaching and you’re appealing to the those

wanting to improve their health. You decide a promotional
offer is the way to go. A month of unlimited hot yoga for $49.
 A
ATTENTION
In the beginning, it’s always best to understand your target audience. This
includes demographics, likes, dislikes, desires, pain points, etc.
Since this example is offering a summer-themed promotion for women aged
25-40, they touch on relevant pain points to grab attention.

Bring the Energy Back To Your Life.

That speaks to women new to yoga or wanting to create health improvements.

Your headline is the most important piece of copy. Statistics show 80% of people
don’t read past the headline if it doesn’t grab their attention.

I
INTEREST
If your visitor has made it past your awesome headline they’ll arrive at the
building interest section. Ask, what about my product makes it interesting to my
target audience? Does it solve a problem? Does it offer a solution? Does it have
benefits? How can I explain this to my audience?

In this case, $49 for unlimited yoga sounds interesting. Especially if

I am wanting to get in shape in time for summer.
 D
DESIRE
The difference between interest and desire can be a little confusing.

Desire has intent. Before creating desire, you must create interest. Interest should
mature into desire. In other words, desire is the stronger, more developed
version of interest.

How can you create desire?

In the case of the yoga offer, the desire is to look and feel better, so craft your
message to fulfil that need.

They also touch on the benefits of hot yoga coupled with a positive review. That
creates a sense of impending accomplishment and satisfaction. They’re can
picture themselves using hot yoga to their benefit.

A
ACTION
This is when your copywriting efforts culminate into one action. This action is the
outcome you desire. This call to action should drive your visitor to act.
In the case of the hot yoga studio, they want people to buy a month package.
Aside from the headline, your call to action should be your focus.
OTHER THINGS TO CONSIDER
Be sure to guess and test your call to action to see what’s working for your visitors.
Eliminate or add things to your copy that are preventing users from converting
on your offer. Are your visitors reading to the bottom but not clicking the button?
Maybe your language is not exciting enough. Maybe you failed to give them
enough desiring benefits.

Read it all through and critically at that. Make sure you imbed the AIDA approach
and you’ll be off and running.

A I D A
AWARENESS INTEREST DESIRE ACTION

Get Generate Create Take

Attention Interest Desire Action

MAKE OFFER CREATE MAKE

A BOLD SOMETHING A FUTURE A REQUEST
STATEMENT THEY WANT FOR YOUR TO GET THEM
READER TO ACT NOW
 UVP - Unique Cold
Value Proposition Email
LECTURE SUMMARY

d in this lecture:
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What's included in a UVP

To figure out your UVP, you have to answer the question:

“What makes your product or service uniquely valuable in
the market?”
If you don’t know what your UVP is, you will have trouble
communicating it effectively in your cold emails

The 4 parts of a UVP:

#1 Capability
- What can your product/service do or enable your
customers to do?

#2 Impact
- How will your product/service impact your customers or
their businesses?
#3 Proof
- What evidence do you have for the capability and impact
of your product/service?
#4 Cost
- How much does your product/service cost relative to the
competition?
Ideally, you want to be the best at one thing that matters
most to your customers

Examples of UVPs:
Cheesecake Factory: “Fresh cooked, delicious meals, and
ample portions served in a fun atmosphere for a good
price”
Hyundai: “Lots of options and luxury for not a lot of money”
Target: “Save cash on cool stuff”
Whole Foods: “High quality food for a healthy lifestyle”
Zappos: “The world’s largest show store delivered to your
door with free shipping both ways”

Come up with several options for your UVP so you can

reach different audiences

Make your UVP the focus of your email and website copy
UNIQUE VALUE PROPOSITION
AKA What’s in It For Them?
THOUGHT PROCESS:

1 Describe what 3
you’re offering in
Prove it
one word

2 Why would 4
anyone want to
Price it
use it?

Key note to consider: who are you targeting?

CASE STUDIES:
TRANSPORTATION APPLICATION EDITION

1 Uber – General Targeting

First takeaway message: get a ride easy

Second takeaway message: Uber is smarter than others
Third takeaway message: your driver is street smart
Fourth takeaway message: easy payment

*Note: general targeting usually has more what’s in it for

them factors as you are casting your net wide

2 Uber – Targeting Busy Audiences

First takeaway message: your busy, Uber is efficient

*Note: this niched targeting has one simple takeaway

message, because anyone who is busy lives by the
philosophy “time is money.” Their #1 priority is saving
time, this UVP does just that for them.

3 Lyft – General Messaging

First takeaway message: easily lays out a three-step

process to get a ride
Second takeaway message: many options to pick from
Third takeaway message: best drives / most reliable
Fourth takeaway message: pay electronically

*Note: general messaging = more takeaways

4 Lyft – Targeting Busy Audiences

First takeaway message: get a ride in a matter of

minutes

*Note: one message because a clear what’s in it for them

Sources:
https://www.wordstream.com/blog/ws/2016/04/27/value-proposition-examples
https://optinmonster.com/32-value-propositions-that-are-impossible-to-resist/
 Cold
The CBI framework
Email
LECTURE SUMMARY

n this lecture:
Covered i
What CBI is and how to use it

In order to figure out what will work, you have to see things
from your customer’s perspective
The CBI framework puts people in 3 general buckets
depending on the kind of approach that works for them:
#1 Competitive
- this approach appeals to aggressive, type A customers
that want to be the best above all else

#2 Benefit-driven
- this approach appeals to rational people who respond
better to data and specific evidence
- very popular for B2B, since purchasing decisions are
based on return on investment (ROI)
#3 Inspirational
- this approach appeals to aspirational types, people who
want to be empowered to do things themselves
- very popular for B2C outreach

Most successful companies use a mix of these approaches

in order to reach a variety of customers, but pick whatever
suits your product/service best depending on your target
customers
 Emotion based Cold
copywriting Email
LECTURE SUMMARY

n this lecture:
Covered i
Adding emotional triggers to your copy

When it reaches your prospect’s inbox, your email will be

competing with a bunch of other emails for the recipient’s
attention
You have to write a subject line that peaks their interest
enough to want to open it instead of deleting it

Evoking an emotion in the reader makes them more

likely to open your email/read more/respond

There are a lot of emotions that you can trigger, but

here are the most relevant ones:
#1 Curiosity
- present something as mysterious by disguising the details
of how you did something
- don’t be mysterious about the product itself
#2 Fear
- what’s the worst thing that could happen if someone
didn’t use your product/service?
- keywords: disaster, mistake, the worst
#3 Pain
- think of a real life pain that you customer has and position
yourself as the antidote to that pain
- mention how tiring it is to do something or how sick they
might be of something
#4 Convenience
- highlight how easy & quick it is for the reader to get the
benefits you just mentioned
- if an offer is tempting but it requires too much effort from
the prospect, they might not want to put in the work
#5 Greed
- mention how your solution makes them more money or
the same amount of money as another one, but faster
#6 Pride / Status
- for example, tell them the best companies in the industry
already use your tool
- “this will allow you to live like a millionaire / your favorite
celebrity”
- focus on the exclusivity of the offer (if they received it,
they must be special) but make sure this is true
#7 Assurance
- mention that they can get their money back if they don’t
like your product
- it helps relieve their anxiety about trying out your stuff
#8 Anger
- it only works if it matches your product well
- basically you have to make them think that your
competitor is treating them wrong in some way (ex.
charging them more)

Pick whichever emotion fits your pitch the best and don’t
try to force it - you might end up sounding too salesy
EMOTIONAL
COPYWRITING
Below are three examples that expand on the video. Examples of
how Pride, Anger and Pain can be weaved into your copy to
persuade your prospect to take action.

While these ads are more visual, the copy still showcases the
emotion. You could easily break these down and apply the same
principles in your cold email copy.

PRIDE
Look at how Azure highlights
its accreditations (on the left
at the bottom of the page)
320 TripAdvisor uses rated
their properties as “excellent”
and they received an
excellence award….
May as well share that
information and be part of
the “club”.
ANGER
Emotions drive action, especially heated emotions like anger and annoyance.
If you go this route, you’re probably appealing to anger and annoyance already. Your copy
should be positioned to highlight your prospect’s pain points. Just think about what
annoys and angers your audience.
Phone service “without
contracts!” Now that’s rare.

But Vonage has them, and

wants you to know it.
They clearly know their
customers well – pretty much
everyone hates phone
contracts. They speak directly
to that pain point by placing
“Without Contracts!” in their
big, bold headline.

PAIN
No I.T needed. You don’t need technical assistance or an “IT guy” to get your landing
page made. At the same time, you’re going to increase your ROI.

Touching on a pain point

(complicated, hard, time
consuming)
and providing a solution
(I can do it WITHOUT I.T., maybe
it isn’t that hard.)
is how you factor pain into your
copy.

CONCLUSION
When writing, think of the ideal emotions your offer will evoke and how you want your
customers to feel. Do you want them to be proud to be your customer? More confident in
themselves? Part of an “in-crowd” of other important customers?

Picturing the desired outcome will help you determine which emotions you should play
up in your email copy.
 Cold
Subject lines
Email
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Best practices for subject lines

Subject lines help people scan through the emails they get
in order to choose which ones they want to read
If your subject line doesn’t get people to open the email,
it’s not going to matter how good the actual email is

Tips for writing subject lines:

- Be unique, engaging, and accessible
- Don’t be confusing, uninteresting, or super salesy
- Be DC - Direct & Clear
- Don’t be BS - Boring & Spammy

Go through your emails and see which ones make you

want to open them and which ones make you want to
delete them

Best practices for subject lines:

- Make it short & sweet: 40-60 characters
- Make it interesting or unique in some way
- Offer up a teaser about what the email is about
- Use humor or anything that can make them smile
- Personalize it as much as possible
- Create a sense of urgency
- Offer value by saying you’ll solve one of their problems
- Highlight how it easy it will be to do something

Zach’s “don’t do” list:

- Don’t write in all caps or put too many exclamation signs
- Don’t do anything that makes it obvious that it’s a sales
email
- Don’t mislead people - make sure the subject line
matches the content of the email

Think of it from the recipient’s perspective - what would

make you open the email?

There’s no universal recipe for subject lines that works

every time
 Cold
Subject line templates Email
LECTURE SUMMARY

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Formulas for subject lines

A general rule is to personalize your subject line as much

as possible, but there are some formulas that were proven
to have good open rates

Keep in mind that people might have seen these formulas

before, so be as specific to the reader as you can

#1 References
- “[Greetings] from [Connection] of [Person in Common]”
- “[Person in Common] colleague would love to connect”
If you don’t have a personal connection to your reader,
mention where you encountered them
- “Found you on [site/network]”

#2 Compliment
- “Your piece in [source] was fantastic” - specific + intriguing

#3 Suggest a partnership

- “[Your name of business] + [my name of business]”

- “[Your name of business] > < [my name of business]”
#4 Appeal to their curiosity
- “[Number of ways] + [Pain points your product solves] that
you should avoid”
- “[Number] + [Tips/Strategies/Hacks] to [Achieve your
goal]”

#5 Questions
- “When is the best time to send emails?”
- “Is there a best time to send emails?”
- “Can I help you ____?”

#6 The hot take

- “The secret about [your topic]”
- “The problem with [your topic]”

The subject line is where you need to be the most

provoking, the most desirable, the most relatable, and the
most funny
 Cold
Intro to body Email
LECTURE SUMMARY

in this lecture:
Covered
The body copy

Usually, the goal of a cold email is to get a (positive)

response

Before you start writing your email, you have to decide

what the goal is, what you want the reader to do in the end

You can’t ask them to do more than one thing, you will fail

Goal examples:
- Respond with more information
- Respond with yes or no
- Go to my homepage
- Download something

Getting them to take the action you need them to take is

done through the body copy
 Length, spacing, Cold
punctuation Email
LECTURE SUMMARY

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How your email looks

#1 Length

Short emails convert better - people are not willing to read

a long email from someone they don’t know
Get to the point quickly so you don’t waste their time
Keep your email between 4-6 sentences (it should take
less than 1 minute to read)
You can try a very short email called “soft touch email”
which is basically just trying to get their attention without
pitching them on anything
- pros: better chances to get a response
- cons: you didn’t really achieve your goal

#2 Spacing

You want to write the way people speak and absorb

information - in little bits at a time
You want to make it look like it’s less effort to read, so
insert more spaces - no one wants to read a block of text

Don’t write more than 2 sentences in a paragraph - group

the sentences that are related
With more spaces, it’s easier for the reader to see the
structure of the email

#3 Punctuation

Use only one question mark in the entire email

Exclamation points are controversial because not everyone
interprets them the same - don’t use them

Grammar is important if you want your readers to take you

seriously

Some marketers make grammatical mistakes on purpose

to look less pretentious, but it might look unprofessional
 LENGTH
S P A C I N G
PUNCTUAT ! ON
Based on what we just talked about…. length, spacing and punctuation,
let’s look at 4 (examples) 2 good, 2 bad to dissect this further.

BAD EMAILS

THE PROBLEMS
The formatting of this email is not great, making it very hard to read. 
Like we mentioned, a good short email should be in the range of 4-6
sentences. This clearly goes well over that.

Each sentence is practically its own paragraph, making it hard for the
reader to well, read. Remember, you want the email to appear like
it’s less effort for the reader. Grouping similar-thoughts together
gives clear direction in your email, making it easier to navigate and
makes it more engaging.

In regards to that question mark we talked about? This guy uses 2

and they are both at the top of his email. Which leads me to another
point, while not regarding style, just to point out… there’s no clear
CTA. Am I supposed to unsubscribe? That is, after all, the first and
clearest of what could be labeled a CTA in here.

THE PROBLEMS
The grammar and formatting in this email are all wrong. This is not an
email your eyes want to read. The random all-caps words, the
ellipses, the text-speak, the overuse of the word “massive”— it’s all
badly constructed and actually leaves you confused about what she’s
trying to say.

Just like the last example (maybe not in the vein of formatting), there
is no CTA here. The closest she gets is to suggest you talk, which is
cool, but it’s not a CTA, because it doesn’t specifically
tell you how to connect.

GOOD EMAILS
The grammar and formatting in this email are all wrong. This is not an
email your eyes want to read. The random all-caps words, the
ellipses, the text-speak, the overuse of the word “massive”— it’s all
badly constructed and actually leaves you confused about what she’s
trying to say.

Just like the last example (maybe not in the vein of formatting), there
is no CTA here. The closest she gets is to suggest you talk, which is
cool, but it’s not a CTA, because it doesn’t specifically
tell you how to connect.

WHY IT’S A GOOD EMAIL

From a formatting and therefore a readability standpoint, it’s easy on
the eyes. It looks pleasing and is more enticing for your prospect to
read. The first 2 sentences are grouped together, setting up the email
and piquing their interest to read further.

The spacing is good and while they do use an exclamation point in

the first sentence, we’ll forgive this one. Other than that, the
punctuation is spot on and used appropriately.

WHY IT’S A GOOD EMAIL

Once again from a formatting and therefore a readability standpoint,
it’s easy on the eyes. It looks pleasing and is more enticing for your
prospect to read.

This email is short and to the point, but covers all the essentials.
Remember, you should be able to read the email in less than 45
seconds, so that you can at least GET your pitch to even the most
skeptical of audiences.
 4 parts of every Cold
cold email Email
LECTURE SUMMARY

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What to write in a cold email

All cold emails should have these 4 parts:

#1 The hook
- this is where you have to spark their interest to read
the rest of the email
- 1-2 personalized sentences
- you’re trying to build rapport with the reader
- highlight things you have in common, compliment
them for something they did, or anything that makes
them think the email was written for them

#2 The bridge
- this part helps smooth the transition between the hook
and the pitch
- 1 sentence
- justify the next section (pitch) as much as you can

#3 The pitch

- in this part you tell them what you’re offering

- 2-4 sentences
- be concise and highlight the benefits of your
product/service
#4 The CTA (call to action)

- this is where you ask them to do something

- the question must be related to the end goal you
established earlier

You don’t have to write these parts in this particular order -

for example, you can write your hook & pitch first and then
see how the bridge should look to make the connection
4 PARTS
COLD
OF EVERY

EMAIL
As we just learned, there are 4 main
parts that will comprise your cold email.
The hook, the bridge, the pitch and the
CTA. Here is an overview/recap so you
can see how it all flows together to
create a full email.

HOOK.
The hook is where you grab their attention and establish rapport. Or
highlight a commonality between you and your prospect.

What makes for a good hook? Here’s what doesn’t. Grandiose

generalizations and huge top down numbers.

BAD EXAMPLE
WE’RE CHANGING YOUR NOTION OF WHAT A GOOD FACEBOOK
AD CAN DO AND SOCIAL ADVERTISING IS A $500 BILLION
MARKET.

The problem: it’s too general and doesn’t tell your prospect anything
related to how it can help them. Tell them specifically how you're
doing something unbelievable - something unique. The more it directly
relates to what you do, versus something that anyone else could use,
the better.

GOOD EXAMPLES:
“I saw your Facebook ad and realized we have numerous customers
selling something similar to you and they are increasing their sales
every month.”

"The last company that tried to do this was making $20m in their
second year, and they only have 1% of the market--with old
technology!"

"Pet owners spend $1000 on their pets every year... and 75% report
buying non-food items for their pet every month."

See the difference?

BRIDGE.
The bridge is, you guessed it, the bridge between your hook and your
pitch. It’s where you connect the dots and highlight a pain point or a
problem you can solve for your prospect.

Back to the example in the video of reaching out to someone who ran
a Facebook ad. If you reach out to them telling them their ad caught
your eye, the bridge makes the connection from that, to what your
product/service can do for them.

GOOD EXAMPLES:
Your Facebook ad is great, but with one small tweak, you can instantly
get 35% more exposure.

This builds on your previous sentence and entices them on to the

‘pitch section’ where you lay out your “offer”.

PITCH.
The pitch is your value proposition. It’s what you’re selling or offering
that could potentially be helpful to your prospect. This copy comprises
the bulk of the email but remember, try to explain your offer as
concisely as you can. This thing I have solves your specific pain with
this specific solution.

GOOD EXAMPLES:
I’m releasing my new Advertising Tracking App next week. This App
tracks who opens and engages with your Facebook ad, then reports
directly to you, providing the statistics and demographics of who
specifically is clicking. I’ve attached a couple screenshots of what the
app looks like and a link highlighting how my clients have improved
their response rate in some cases, over 50%.

CTA.
And finally the CTA. You ask for what you want. An opinion? A phone
call? Click on a link?

As your prospect scrolls down your email and reaches your call to
action, she reaches that make or break moment. Whether to take the
next action or relegate your email to the archives.

Add too much friction and you lose prospects who may have been
interested. Don’t make it persuasive enough and you lose the
opportunity to nudge those who are close to the finish line. Make it

GOOD EXAMPLES:
I’ve helped over 300 companies in the Jacksonville area increase their
Facebooks Ad exposure. You should be one of them. Can you carve
out 15 minutes to chat this Friday at 10:00?

GOOD EXAMPLES:
“I saw your Facebook ad and realized we have numerous customers
selling something similar to you and they are increasing their sales
every month.”

Your Facebook ad is great, but with one small tweak, you can instantly
get 35% more exposure.

I’m releasing my new Advertising Tracking App next week. This App
tracks who opens and engages with your Facebook ad, then reports
directly to you, providing the statistics and demographics of who
specifically is clicking. I’ve attached a couple screenshots of what the
app looks like and a link highlighting how my clients have improved
their response rate in some cases, over 50%.

I’ve helped over 300 companies in the Jacksonville area increase their
Facebooks Ad exposure. You should be one of them. Can you carve
out 15 minutes to chat this Friday at 10:00?
 3 golden rules Cold
of cold email Email
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Rules to always follow

#1 Always be personal
- the biggest reason why people don’t respond to
cold emails is because they’re not personalized
enough
- justify why the email is important to them, why they
should care
- at the bare minimum, you have to personalize their
name, their location, and their industry

#2 Always be short & concise

- people are more willing to read short emails
- if people don’t know you, they’re not going to give your
email a lot of their time
- explain your offer as clear as possible in a few words

#3 Always be valuable

- explain the benefits of what you’re offering

- examples: exposure, fun experience, easy to do
 ! HOW LIMITED ATTENTION SPANS
AFFECT YOUR EMAIL CAMPAIGN.
(AND HOW THE 3 GODEN RULES FIT IN)

Did you know the attention span of the average adult is less
than a goldfish? That means, adults typically pay attention to
one task for about 8 seconds.

If you don’t easily believe there’s a world of information competing for your attention,
consider the following statistics:

• Businesspeople send and receive an average of 121 emails a day.

• The average adult is exposed to an average of 247 marketing messages a day.
• 28% of the average adult’s time a day is spent on social media where marketing
messages are abundant.

These are just a few stats that represent how many messages the average adult has to
process each day, and this is just in their work life.

What do short attention spans mean to

your email marketing?
Even though people see an astronomical
amount of marketing messages daily, you’ll
be encouraged to know that email marketing
is as strong as ever. In fact, the ROI for email
marketing is about $38 per every $1 spent.
When done right.

So how do you break through the noise and

capture those vital 8 seconds of attention
span? You follow the 3 Golden Rules of cold
email.

GOLDEN RULE #1: ALWAYS BE PERSONAL.

The biggest reason people don't respond to a cold email is because it’s not
personalized to them in any way. So in every email, you want to justify what this has
to do with THEM specifically. An email is a conversation. If you were standing
face-to-face with this person how would you justify to them that they should care?

GOLDEN RULE #2: ALWAYS BE SHORT.

Always be short. Concise. Brief. Whatever you want to call it, get to the point and
don't waste their time. You do not have their attention for long so pack as much into
as little as you can.

GOLDEN RULE #3: ALWAYS BE VALUABLE.

Put simply what do THEY get out of this? They don't care about you, they care about
themselves and their time. If you're selling a product you should be acquainted with
why it’s awesome and you should be able to explain quickly how they can get that
same awesomeness.
 How to address Cold
your prospect Email
LECTURE SUMMARY

in this lecture:
Covered
How to start the email

Generally, you want to do your best to convey a sense of

familiarity and warmth
Use “Hi [First name]” or “Hey [First name]” - “hey” is
more familiar

Make sure you’re industry appropriate - be more formal if

you’re emailing researchers and more casual if you’re
emailing startups
Don’t use “Dear” or “To whom it may concern”

You have to address your email to someone, never skip

putting a name - it looks like you didn’t do your
homework and they’re less likely to respond

Make sure you match the naming convention that they use.
Do some research:
- LinkedIn - see what people call them in testimonials
- Facebook - in most cases their Facebook name is what
they go by
- personal website - see what they’re introducing
themselves as
 Cold
The hook Email
LECTURE SUMMARY

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Hook best practices

The hook is the first part of the email, and its purpose is to
grab the reader’s attention
A good hook will make a person want to read the rest of
the email

The first sentence of an email (or part of it) shows up in

people’s inbox right after the subject line

Hook best practices:

#1 Whatever reason you give someone to keep

reading, do it quick

#2 Make it interesting - what would your target audience

like to see in their inbox?

Interest building techniques:

- create a sense of mystery
- ask a question
- promise a payoff within the email
#3 Make it specific

#4 Make it personal
- Personalize the first sentence as much as you can
#5 Be funny
- make sure your email doesn’t sound like it was written by
a robot
- if you bring a smile to their face, they are more likely to
respond

Example of a good hook:

“137 Americans are mauled by tigers every year. Are you
one of three surprisingly at-risk groups?”
THE HOOK:
BEST AND WORST
EXAMPLES IN SPECIFIC SCENARIOS
A hook is the first sentence of an email, more often in a cold email,
that is the most powerful area of the body. This sentence alone
should be able to stand alone and still be intriguing enough for the
receiver to want to know more. Below are some examples of good
and bad hooks written for particular scenarios.

ASKING FOR A MEETING

GOOD

Over 95% of marketing leaders in the manufacturing industry spend at

least 11 hours a week on manual tasks.

Why?
Statistics/numbers pop-out, especially if they are relevant to the reader.
This is the only sentence they will read most of the time, if you make it
relatable they will continue to read.

BAD

I was wondering if you had time for a quick meeting to talk about ABC
Company and what we could do for you.

Why?
Immediately asking for a favor in an email (especially a cold email) is a
sure fire way for the receiver to hit the delete button almost
immediately. Not only asking for a favor, but also being vague about
why they should take the time out of their day to get on a call with an
absolute stranger.
INVITATION TO A WEBINAR

GOOD

Is saving money without decreasing FTEs important to you right now?

Why?
This is very direct and to the point. This sentence takes no time to read
and if you are targeting your audience correctly, everyone reading it
should be interested in the answer that is to follow. If it is not relevant,
they will move on and that is a net positive for you.

BAD

Learn how to save money by joining us Monday, January 7, 2019 for a

complimentary 50-minute webinar.

Why?
This is vague and sounds very spammy. On top of the sales-focused
verbiage, a 50-minute time commitment is a HUGE chunk out of
someones day to ask from the get go of an email.

INVITATION TO AN EVENT

GOOD

I saw you were located in the NYC area and I thought you would find
value in attending a roundtable event with some of your industry peers.

Why?
This sounds personalized from the get go. It points out that whatever is
being asked is local, increasing the changes of both reading and
attending, and it also mentions that the people attending are relevant
to them.
BAD

Don’t miss out on our roundtable event in NYC next week!

Why?
While this is not the worst example, this is still very vague and does not
scream “relevant” after reading it.

SIMPLE CONNECTION

GOOD

I saw on your LinkedIn that you have over 20 years of experience in

managing an inside sales team and was impressed.

Why?
This is clearly personalized as it is accurate to something that the
receiver has actually achieved that a mass mail audience could not. This
will ensure that they will keep reading until you at least provide a CTA.

BAD

I wanted to see if you had time to grab a coffee with me.

Why?
The receiver has no idea who you are or why you are emailing them so
far. They do not know what the purpose of connecting is for and it is
easy to delete due to this.
 Cold
The bridge Email
LECTURE SUMMARY

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Bridge best practices

The bridge is the connective tissue that gets the reader

from the attention grabbing detail to what you’re offering to
them
Short emails are good, but there’s such a thing as being
too brief
You can’t just start with a good hook and then go straight
into your sales pitch, it’s too abrupt - the bridge
contextualizes your pitch
Best practices for writing a bridge:

#1 Write it last - this way it’s easier to figure out what you
need to write in order to connect your hook to your pitch
#2 Keep it brief (1 sentence) - ask yourself: “What is the
bare minimum that I can tell them that they’ll still be able to
appreciate my pitch?”
#3 Use the formula BAB (Before After Bridge) - look at what
is before your bridge and what comes after and figure out
what you need to get from one to the other

The bridge should be the shortest part of the email - it’s

just there to provide clarity and context for the other
sections
THE BRIDGE:
EXAMPLES
The bridge of an email is essentially a sentence that provides the
receiver context as to why you are emailing them. After you have
accomplished the hook, this is the area that provides a bit of clarity
and offers a next step if their interest is still piqued. Below are some
examples of emails that utilize the Before-After-Bridge technique.

ASKING FOR A MEETING

Over 95% of marketing leaders in the manufacturing industry spend at

least 11 hours a week on manual tasks. (hook) What would you do with
11 more hours in your work week? (before) What if you were able to free
up this time and increase your overall efficiency faster than you could
finish your previous spreadsheet? (after) ABC Company’s automation
tool helps with just this and is the easiest on the market. (bridge)

INVITATION TO A WEBINAR

Is saving money without decreasing FTEs important to you right now?

(hook) Are you finding it difficult to achieve both at the same time?
(before) Imagine learning how to accomplish both within one single
lunch hour. (after) Join ABC Company’s webinar next week on “TITLE”.
(bridge)
INVITATION TO AN EVENT

I saw you were located in the NYC area and I thought you would find
value in attending a roundtable event with some of your industry peers.
Many manufacturing leaders are struggling with their collections
processes within their accounts receivable department. (before) What
pain points would you discuss with these other leaders if you had a 1:1
meeting with them? (after) ABC Company’s roundtable next month is
now open for registration to share best practices with your peers.
(bridge)
 Cold
The pitch
Email
LECTURE SUMMARY

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Pitch best practices

The pitch is the most important part of the email, where

you’re detailing your offer

Keep your pitch between 2-4 sentences

Think about the main point you want to convey to your

prospect

The pitch has to balance building on your bridge,

relating to your reader’s wants or needs, as well as
providing the relevant information about what you can
bring to the table

Write the pitch first because you’ve probably already given

it a lot of thought

The key to a good pitch is to get to your point quickly

Can you say what your offer is in under 50 seconds?

If earlier on you mentioned a problem the reader might

have, the pitch has to provide the solution to that problem

If you proposed some benefit for the reader, the pitch has
to explain how you/your product can provide that to them
A pitch might look something like this:

Sentence #1: Vital piece of information about your product

Sentence #2: Present the details of your offer
Sentence #3: Highlight the benefits and what it means for
them
THE PITCH:
EXAMPLES
The pitch of an email is the reason why you are emailing them, and
it should be concise and to the point. It should be able to stand
alone yet if you are able to, you should also be able to tie it to the
hook and bridge. Below are some examples of pitches.

ASKING FOR A MEETING

Over 95% of marketing leaders in the manufacturing industry spend at

least 11 hours a week on manual tasks (hook) What would you do with
11 more hours in your work week? (before) What if you were able to free
up this time and increase your overall efficiency faster than you could
finish your previous spreadsheet? (after) ABC Company’s automation
tool helps with just this and is the easiest on the market (bridge)

I’ve worked closely with many of your peers and would be able to share
some of the troubles they’ve overcome and give you a brief overview of
our software. I think that you would find value in learning a bit more
about where you could save time every day of your week. (pitch)

INVITATION TO A WEBINAR

Is saving money without decreasing FTEs important to you right now?

(hook) Are you finding it difficult to achieve both at the same time?
(before) Imagine learning how to accomplish both within one single
lunch hour (after) Join ABC Company’s webinar next week on “TITLE”.
(bridge)
This webinar will be led by John Smith, a fellow peer of yours from XYZ
Company, and will cover the importance of maintaining your FTE count
while decreasing your budget for your fiscal year. I think this webinar is
a great resource for someone in your role to join. (pitch)

INVITATION TO AN EVENT

I saw you were located in the NYC area and I thought you would find
value in attending a roundtable event with some of your industry peers.
Many manufacturing leaders are struggling with their collections
processes within their accounts receivable department. (before) What
pain points would you discuss with these other leaders if you had a 1:1
meeting with them? (after) ABC Company’s roundtable next month is
now open for registration to share best practices with your peers.
(bridge)

During our executive roundtable, our moderators will facilitate

discussions with their industry peers and share lessons learned. I think
you would not only be a great addition to our current panel, but also
have the chance to network and learn. (bridge)
 Cold
The CTA Email
LECTURE SUMMARY

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Call to action best practices

The call to action is the last piece of your email and it gives
the reader one single thing that you’d like them to do

The CTA should be separated in some way & easy to see

Everything that you’ve written in the email builds up to your

CTA and has the role of making them want to take action
If you write your pitch first, it makes sense to write your
CTA second

Once you’ve decided what your CTA should be, you

can tailor the rest of the email to work towards it as a
goal

A good CTA contains a request or a clear next step for the

reader to perform - give them something specific to
respond to

Make it feel less like an order by adding “If you have a

chance” or “Whenever you get a second” to the action
you’re asking them to take
THE CTA
If you’ve gotten the recipient of your email to read all the way to the
bottom of your email – congratulations, however your call to action is
the true determining factor of whether or not your desired outcome
will be achieved. Below are good and bad examples for a few scenarios
where you would be giving a CTA.

Conference Registration

BAD EXAMPLE:

don’t forget to register before early bird pricing ends.

WHY?
This sounds more like a reminder than an item they need to take action
on. It also gives no detail on when to take action or how to register.

GOOD EXAMPLE:
register here before Friday to save $300 with early bird pricing

WHY?
This is a link, taking them straiaght to the website efficiently. It states
when they would need to do this by and why it’s important to them
(saving $300).
Demo Call

BAD EXAMPLE:

let me know if you would like a demo.

WHY?
Why? There is no real ask – this is just a casual note or FYI. It does not
state what the demo will cover or why they should want to take it either.

GOOD EXAMPLE:

please let me know your availability next week for an introductory

call – how about Tuesday at 10am PST?

WHY?
Polite using please plus a flexible ask based on their schedule. Lastly, a
quick suggestion that may work based on when they would most
likely be free for a call (mid week mornings are best). This way, they
have the chance to reply quickly with a “sure that sounds great.”

Simple Engagement/Response

BAD EXAMPLE:
looking forward to speaking with you soon.

WHY?
This is too vague and it is simply a comment rather than an ask – no
action will come out of this.
 GOOD EXAMPLE:

I’d love to touch base next month with you – please let me know
your availability.

WHY?
Gives a clear ask and when you are asking for it + flexibility for their
schedule.

https://blog.hubspot.com/sales/bad-email-ctas

https://salesfolk.com/blog/3-cold-email-calls-to-action-get-responses/

https://www.campaignmonitor.com/blog/email-marketing/2017/10/4-elements-of-successful-email-calls-to-action/
 How much do Cold
you customize? Email
LECTURE SUMMARY

n this lecture:
Covered i
Levels of email customization

As a rule of thumb, the more custom the email, the better

There are three levels of customization that make sense for
different contexts:
#1 Personalized
- your email is mostly custom, with a few copy-pasted
elements (like the CTA)
- it works best when you only have to email a few high
quality leads and you want to do your best to get a
response from them
- these emails are hard to scale
#2 Customized
- this is a compromise solution, where you personalize 1-2
sentences and then the rest of the email is templated
- you have to do research for the parts you decide to
customize
- these emails are moderately scalable
#3 Templated
- this kind of email provides the most scalable solution
- you only customize the name of the prospect, their
company, or their role, and then everything else is
templated
- these emails are less likely to get a reply
 Sending emails from Cold
company or personal email Email
LECTURE SUMMARY

in this lecture:
Covered
Your email address

What email address you should send your emails from

depends on what you’re doing

For B2B: Use a custom domain email address (@company)

- it looks professional and legit
- if they’re interested and want to check out your website,
the domain is already there in your email address

For B2C:
- Use a custom domain if you’re trying to sell a product or
want to get more users on a specific platform
- If you’re promoting yourself as an individual or want to
have a more informal touch, use your personal email
address (@gmail, @yahoo, etc.)

Figure out what might be received better by your target

audience

Most times, a custom domain email address works best

 Using spintax to sound Cold
more personalized Email
LECTURE SUMMARY

in this lecture:
Covered
What spintax is and how to use it

Spintax is a way of writing the fields that need to be

personalized for each prospect

For example, [First name] or [Company] will be replaced by

each person’s name and company name from the hit list
you set up where you gathered all these details

Spintax saves you a lot of time - the software that you’ll use
to send emails will fill out the fields automatically by pulling
the appropriate data from your hit list sheet

The style of brackets that you have to use differs from

software to software, but the idea is the same

Aside from the fields that will be auto-filled, you can add in
things like [Custom sentence] in order to remember to
write something personalized for each email - you’ll have
to do this manually
{SPIN TAX}
The term spintax is a contraction of “spinning syntax”.
Spintax is the format (or syntax) used by various software spinners
and article submission sites that create or use spun articles.

There are various spintax formats depending on what

software/services you use.

SPINTAX EXAMPLE

Let’s look at a spintax example using the most common spintax

format.

Let’s say our original email has the sentence:

Writing articles is a lot of fun.

Now if we format the above sentence with spintax, we might have

something like:

{Writing|Creating} {articles|stories} is a {lot of fun|rewarding experience}.

Each of the words or phrases contained with {|} are randomly

substituted in the spun email.
So for the above example, some of the variations generated
would be:

Writing stories is a lot of fun.

Creating articles is a rewarding experience.

Creating stories is a rewarding experience.

And so on for all the combinations possible. The number of

variations depends on what software or service you use with your
spintax.

You can spin articles at the word, phrase, sentence or paragraph

level or a combination of all these.
 How to handle “contact@/ Cold
info@” email addresses Email
LECTURE SUMMARY

in this lecture:
Covered
Generic email addresses

Sometimes, you’re just not able to find a personal email

address for a prospect, so you’re forced to email the
generic one on their website - or worse, fill out a contact
form

For large organizations, reach out generically and ask to

be directed to the appropriate person to talk to about your
offer

For small & mid-size businesses, it’s safe to assume that

the founder or their assistant is reading the email, so you
can use their first name

You should only use this as a last resort

COLD EMAILS
ALTERNATIVES
TO EMAIL
Prevent mistakes and ensure your message is clear by using the
template below when writing cold emails:

SUBJECT LINE:

vague enough to be intriguing but not specific enough to be

disregarded before opening. Personalization helps open rates

+
GOOD EXAMPLE BAD EXAMPLE
John, see you in Houston? FinTech Conference Invite

WHY: WHY:
personalized, person may assume the receiver may find value in the
he has committed to something conference sessions but may not
already and has forgotten consider him/herself a FinTech
professional. The receiver may also
assume every conference invite is a
waste of his/her time and
immediately delete

FIRST SENTENCE:

introduce yourself and your company –

who are you and why do you matter to them?

+
+

GOOD EXAMPLE BAD EXAMPLE

My name is Sarah and I work with ABC, are you wasting time manually
the only advertising company to managing advertising campaigns?
automate all processes in one platform.

WHY:
introduction of self and company, also
established why the company stands
out compared to others that are
probably emailing them as well
WHY:
assumes they are doing their job
incorrectly from the get-go and
immediately sounds like a
gimmicky sales pitch vs. a valuable
offer immediately delete
 CREDIBILITY:

establish credibility – why is your offer better than the others?

+
GOOD EXAMPLE BAD EXAMPLE
Last year alone, we increased our ABC Company knows what
customer base by 230%, making us manufacturing companies need and
the leader in manufacturing we will help you achieve your goals

WHY: WHY:
numbers stand out, this is vague, presumptive and does not
eye-catching and once they read specifically lay out a benefit
this they will wonder why your immediately delete
company is taking off

CALL TO ACTION:

• what are you asking for? A call? A response?

A conference registration? Make it clear and easy

+
GOOD EXAMPLE
+
BAD EXAMPLE

Would you like to hop on a 30-45

: I would love to introduce you to your
account executive. How does next minute demo?
Tuesday at 10am CST work?
WHY:
WHY: No time/date, long time
lays out exactly what they are commitment for busy
committing to and offers a specific professionals, and does not lay out
time/date. Interlocution also sounds like what the demo will cover – very
less of a commitment than a demo vague

Keep your email simple, natural and to the point. Avoid a TLDR length and if it
sounds forced when you read it out loud – it is forced in an email too.

https://www.proposify.com/blog/the-best-cold-email
https://www.saleswingsapp.com/sales-tipps/3-bad-cold-emails-and-how-to-fix-them/
https://www.leadfuze.com/cold-email-mistakes/
https://www.inc.com/jackelyn-ho/want-more-replies-to-your-cold-emails-do-these-7-things.html
https://newoldstamp.com/blog/20-key-mistakes-to-avoid-in-your-cold-emails/
 Cold
Why media is important Email
LECTURE SUMMARY

d in this lecture:
Covere
Adding media to your email

#1 Attachments
- don’t send attachments - they will cause your email to go
to the spam folder
- adding attachments is also too much information for a first
message to someone who doesn’t know you
#2 Images
- when sending images, make sure they’re embedded in
the body copy, not attached
Things to keep in mind when you’re adding media to your
email:
- it’s going to be the first thing they see and will act as a
hook, so make sure it’s interesting and relevant
- it helps if the image is customized for the prospect in
some way
- if it’s a generic or braggy image, just don't add it

#3 GIFs
- use them to illustrate how your product works
- make sure they’re embedded in the email and don’t send
the reader to another page
- you can use funny GIFs but it really depends on the target
audience so be careful with this
 WHY MEDIA
IS IMPORTANT
No. Don’t attach anything to that email.

Like we talked about in the video, attachments are never a good idea.
To shed a little more light as to why that’s the case, keep reading.

SENDER’S RECEIVER’S
(you) (potential customer)
perspective perspective on emails
on attachments with
in email attachments

I get why including an Put yourself in your prospect’s

attachment in your email might
sound appealing. A cold email
needs to be kept short. And
because of that, there’s not much
space to talk about the benefits
you want to showcase or the
solution you’re providing, which
seems too crucial to leave out.
shoes for a second. Imagine
getting an email from a total
stranger. She alludes to a couple
things in the email and then asks
you check out the file she’s
attached to the message.

So you plan on sending a short

and sweet email message and
attach a PDF, a graphic file, or
even a Power Point presentation.
You assume that’ll get ‘em
interested and want more
information. And that
information will intrigue them
enough they’ll be encouraged to
reply.
NOW, ANSWER THESE QUESTIONS:

? ? ?
Aren’t you even
?
Do you feel
Do you feel like you a bit afraid How many times in
comfortable
have time to someone just sent your life have you
enough to open an
download the file you some malware actually opened an
attachment from a
to your hard drive or a virus that is attachment in a
complete
and open it? going to corrupt cold email?
stranger?
your computer?

See where we’re going with this?

First of all, for your file to be opened and analyzed, your prospect has
to really care about you. Truth? Cold email prospects do not care about
you. You might feel like the attachment will make them care. But they
need to care first in order to open the attachment, not the other way
round. That’s how it works.

Second of all, spammers use short emails with attachments. You know
you’re not a spammer but you need to give every assurance to your
prospect that you aren’t one. Come across as a spammer and you won’t
be trusted.

If there’s a split second of hesitation, you chance losing them right then
and there. And if they’re really sensitive (plus, if they’re getting loads of
poorly drafted cold emails daily) they might just mark your message as
spam before actually reading it. In most email clients, they’ll see the
message includes attachments before they even open it.

Lastly, prospects don’t want to learn everything about you, from a

single email. Whether you send them a wall of copy in your email, or
you attach an infographic. They’re not ready to process all that
information. Your task is to get them to reply – not make them read
your email and take necessary steps to buy from you.
 Emojis, exclamation Cold
points, and smiley faces Email
LECTURE SUMMARY

in this lecture:
Covered
Using flair in your email

As a rule of thumb, these things are unnecessary and won’t

really increase your open or reply rates

#1 Emojis & smiley faces

In the worst case scenario, emojis might be interpreted as

unprofessional
When used in the subject line, an emoji makes your email
stand out, but don’t replace real words with emojis
Also, keep in mind that emojis might not render properly,
depending on the device your reader uses
Using smiley faces in the body copy can help lighten the
mood, and they work especially if your target audience is
younger
It’s better to only use one emoji/smiley face per email

#2 Exclamation points

Exclamation points should be used sparingly, if at all

If you want to use exclamation points, they work best in the
hook or just before your signature
#3 Rich text formatting (bold, italic, underline)

- these can be used make your key points stand out,

especially if your email is longer

Don’t use all caps - it might sound like you’re shouting at

the reader

In general, use your common sense, and when in doubt,

just don’t do it
 Cold
Using GIFs Email
LECTURE SUMMARY

in this lecture:
Covered
Adding GIFs to your email

Whether to use GIFs or not depends entirely on who you’re

emailing
You want to avoid confusing people with an irrelevant GIF

Where GIFs work best:

- if you’re selling casual B2C products targeting a
younger demographic
- if you’re selling B2B products that you need to demo,
especially software

If it’s appropriate for your product, service, or brand, GIFs

can really make your email stand out and they’re easy to
create

Make sure you embed the GIFs in the body copy - don’t
send people to another page to view them & don’t add
them as an attachment
 EXAMPLES OF GIFS IN EMAILS
HOW TO AND WHEN TO DO IT

GIFs are a social media trend that are small clips of movies, videos,
or animations. While they are mostly seen on social media platforms
and within text conversations, GIFs are often overlooked as a tool to
enhance professional emails. Below is a guide on how to find
relevant GIFs for a professional email and examples of how/when to
use them.

The best way to find relevant GIFs for a professional email is to first
look at the content of your email and the call to action you are asking
for. Next, pull out key words such as the location, the industry, the
product or service, etc. Thirdly, you are easily able to Google or use
websites such as GIPHY to search these keywords until you find the
most fitting GIF.

Advertising an event in NYC –

1 break up the HTML email

invite and include a time lapse
of the city to increase both
appeal and the chances of the
receiver being interested in 1)
reading the email in its entirety
and 2) looking into the event a
bit more

GIF: https://giphy.com/gifs/nyc-time-lapse-empire-state-building-3o6ZtiZ5ZezlqSOa6k

Real estate emails – appeal to

2 the receiver by adding in a GIF

that relates to the CTA in the
email. For example, if you are
advertising homes in a newly
developed area, maybe show
a GIF that resembles this
exactly.

GIF: https://giphy.com/gifs/house-home-real-estate-l0IylQoMkcbZUbtKw

Recruiting: there are many

3 GIFs that also act as an info-

graphic, showing statistics and
numbers in a much more
appealing manner such as the
one below.

GIF: https://giphy.com/gifs/rewiredotorg-work-pbs-3ohc182enfGRL38rdu
 Cold
Best time to send emails
Email
LECTURE SUMMARY

in this lecture:
Covered
When to send your emails

The best time to send your emails is when you target

audience is checking their inbox

Don’t send emails over the weekends, especially for B2B

From Zach’s experience, the best time to send emails is

on Tuesday mornings at around 9 AM

If you send an email around the time they get to work, you
have the chance of being the first thing they see in their
inbox
THE BEST TIME
TO SEND EMAILS
In regards to cold email campaigns, sometimes it isn’t the messaging
or the call to action that is what’s keeping the success rate low, but
when an email gets sent. Below is a guide that will help you put
yourself in a basic decision maker’s shoes to understand a bit more.

S U N D A Y
a day to relax and mentally prepare for your week. You may be going to church,
visiting family, watching sports games and just giving yourself time to do things
you enjoy before you buckle down for the work week. At night, you may check
your calendar and briefly skim through your inbox to prepare for what your
Monday is going to look like – but no decisions will be made here.

M O N D A Y
this is most likely your most stressful day. You open your inbox to over 100 emails
and begin quickly reading through and picking out the important ones. You
begin planning for the week and meeting with your team to sync.

T U e s D A Y
this is the day you really begin executing your plans now that you have sorted out
your weekly goals and your team is aligned on their action items.
 w e d n e s D A Y
you are day in execution mode for your weekly game plan and may either
experience a slump in motivation or a new project may arise – nothing ever goes
100% as planned. Most likely, back to back meetings are on your calendar for the
day.

t h u r s D A Y
on this day, you are more strategic as the week is winding down and you’ve gotten
over the mid-week slump. You’re most likely checking emails more regularly and
trying to respond to any threads that have been lingering during the beginning of
the week.

f r i D A Y
this is most likely the least productive day. You may have shorter hours, you may
be working a 9/80 schedule, or you may simply be closing the loop on things
throughout the day.

s a t u r D A Y
unless you are in peak busy season, you are trying to remain off work matters and
actions.
Going through the likely day of a busy executive shows that Tuesday and
Thursday are the days with a higher probability of an executive giving you
a moment out of their day. Realistically, Tuesday seems like a day that
they would be more open to new ideas and have a 15-30 minutes to
dedicate to you.

Next, time of day is important. You can’t email or call someone during
lunch hours or too close to the end of the day. It is recommended that the
9-11am window is best – speaking in all time zones. 9am CST means 8am
PST and 10am EST and so forth.

https://blog.hubspot.com/sales/best-time-send-email-report-2015

https://customer.io/blog/best-time-to-send-email/

https://optinmonster.com/the-best-time-to-send-emails-heres-what-studies-show/
 Cold
Following up
Email
LECTURE SUMMARY

d in this lecture:
Covere
Follow-up emails

If your prospects don’t respond, don’t take it too personally

- it’s normal that just a minority of them will reply
Don’t make any assumptions about their reasons for not
replying, it’s always worth following up with another email

Stick to a follow-up schedule - 3-7 days between emails

are recommended, especially if reaching out to busy
people at large companies
Send maximum 3 emails per prospect - after that, it’s
safe to assume they’re not interested

How a generic follow-up email looks like:

“Hey [First name],
Just following up here as I never heard back from anyone
last week.
If it makes sense to talk, please let me know what your
calendar looks like.
If not, who is the appropriate person I should talk to?
Thank you,
[Your name]”

You can customize it more or explain your offer again

Here’s a sequence you can use for following up:

#1 Send your main email

#2 If they don’t respond, send your second email

#3 If they don’t respond to the second email, you can try
cold calling and leave a voicemail if they don’t pick up
- in the voicemail, make sure let them know where they can
reach you if they’re interested (phone number, email
address)
#4 If they still don’t reach out after the voicemail, send
them a third and final email, mentioning the voicemail