1. The goal is to get the prospect on a call.
When you are selling B2B services, your goal for your call should always be to schedule a call. A quick call.
Trying to get them to do anything else first – whether it is viewing a blog post, downloading a lead magnet, or buying directly on your website – is not going to do you much good if you are selling high ticket services.
There are a few reasons for this.
First, the call is inevitable. No one is agreeing to pay you several thousands of dollars per month without getting on the phone with you.
Second, going straight for the call shows professionalism and confidence. Confident people want to talk about prospects with their services.
Lastly, we want our call to action to be as impactful as possible. Getting a prospect on the call gets us a lot closer to a sale than checking out a blog post or being added to some mailing list.
2. We have to warm up the sending email to ensure deliverability. That means a slow ramp up.
Email providers don’t trust new accounts with no sending history. If you register a domain and immediately start sending email from it, you are very likely to have your emails land in Spam and promotional tabs. Your emails will never even be seen.
To ensure deliverability, we have to warm the email up.
How is that done? By signing up for newsletters. Sending emails. Receiving emails. Reply to the emails you receive.
Basically, everything that needs to happen to signal that an email is actively being used for legitimate purposes.
I do this with a combination of signing up for engagement groups and by-hand sending to make sure we are checking all of those boxes.
3. Shorter is (almost always) better.
Often, when I send my cold email copy to clients for approval, they are sometimes a little shocked.
Because I keep things short and basic.
Sometimes, they’ll want to test out longer copy. I’m happy to do it. But it almost never performs as well as copy that is short and punchy.
As a general rule of thumb, we want our email to take no more than 20-25 seconds to read in total. And in that short amount of time we have have limited space to say something that piques the prospect’s interest.
We want engagement with our emails to be a ‘small ask.’ Every additional sentence grows that ask. There is definitely a trade off.
4. Share results to entice and set expectations
When you email prospects, you want to paint a picture of them. That picture should be a result that they can expect from working with you. If you make a guarantee, all the better.
A simple one-sentence case study that talks about a result that you’ve delivered to another client is a simple but effective way to do that. The more similar the client is to the prospect, the better.
“I helped Master Shave, a shaving supplies company like yours, improve their PPC ad ROI by 40% in two months.”
This is an extremely powerful sentence if you also own a shaving supply company. That’s a result that you want from a provider that made the service work for a company just like yours.
Why wouldn’t you want to hear that guy out?
5. Follow Up respectfully to maximize conversions.
Follow ups are important. The worst mistake that you can make is to send a single email.
For most campaigns, I do 3-5 follow ups. The first couple come with a few days of the last email. Then I might follow up again a month or two down the line, just to see if their interest level has changed.
But it’s important that you are respectful. No one likes the cold emailer that fills their email inbox with emails over and over again, asking stupid questions or saying anything new.
So yes, follow up. But you have to find a way to do so respectfully. Add value. Share new information. If you want to go the extra mile, you could even personalize your follow ups.