16 апреля 2015 года Анастасия Новикова выступила в Харькове в сообществе Sales-club.org с презентацией "Генерация лидов: 23 хинта для писем и LinkedIn сообщений". Для большинства присутствующих холодные письма и сообщения - часть работы. И как бы не хотелось, но все мы отправляли тексты с презентацией компании на несколько строчек, пытались продать аутсорсинг письмом или рассылали одно и тоже письмо всем-всем. Во время презентации Анастасия рассказала о том, какие конкретные приемы, слова, фразы и небольшие изменения могут кардинально поменять результативность писем.

1. Генерация лидов: 23 хинта для
писем и LinkedIn сообщений
Анастасия Новикова 16.04.2015

8. Start
● Target audience
● Goal
● Plan
● CTA

9. Are these CTAs good?
● If you are interested, please email me
● Waiting for your response
● Do you need our resources?
● Do you have any questions?
● We want to be useful to you. Maybe you have some
projects, where we can help you? Or maybe you know
someone, that need some help with web development?

10. CTA
● Call
● Presentation
● Meeting
● Survey
● Demo
● Event invitation
● Reference

12. Subject line facts
● 4-7 words seen on mobile screen
● 69% of emails are reported as SPAM basing
on subject line
● If email copy & subject are not relevant to
each other, email won’t be answered

13. Subject
● Call … (OR 62%, 35% RR)
● quick question/quick request/15 seconds …
● RE:
● Introduction: Name/Company+Company
(OR 35%)
● Trying to connect (OR 35%)
● One word (

14. Email opening

15. Opening
● Discuss how you’ve followed the contact’s
career, how much you admire and respect
them, and you’d love to hear about their
“journey.”
● CUSTOM!

17. About us?
● Stop words (check printed list)
● Keywords
● Are you sure company presentation is
needed?

18. Tricks
● Imagine or Let me tell you?
● Talking with or speaking to?
● I don’t know or I think?
● You have to?

19. Can we guess client’s problem?

20. CTA: sample
● What if we set up a call?
● I will call you on …
● Let’s … smth
● How does it sound for you?

21. Verbal adjectives
● Shocking
● Embarrassing
● Thrilling
● Amazing

22. Short start
● Short sentence at the beginning, than
explanation
90% SaaS sites are hacked.
Google rating goes down.

23. Question
● 5 W
● Question = CTA
● Questions limit
● Don’t answer your own questions

24. Possible cooperation
● Not as a CTA
● As an invitation
“I would like to add you as a contact for
possible future cooperation”

25. More tricks
● Test email on mobile - 1 screen
● Short sentences, simple words - check your
target audience
● Avoid slang
● Add humor and feelings

26. Watch out
● Links
● Attachments
● Long paragraphs
● No spacing/formatting
● Long signatures

28. Tools
● Rapportive
● Signals
● Boomerang
● Streak
● Mail2cloud
● Bananatag

29. Email plan A
● Opening (client-related)
● Problem guess
● CTA / Question

30. ● Opening (client-related)
● Explanation with keywords
● Invitation + question
Email plan B

31. Hi [John Doe],
My name is Frances Bridges, I’m a young freelance journalist from [hometown] who just
moved to [current city]. I’ve been reading your work in [enter publication] for awhile
now, and was wondering if you have a spare 15 minutes for a new journalist in [current
city]? I would love to hear about your journey as a [enter occupation], and any advice you
may have regarding [enter occupation] and networking in [enter current city]. If you have
some time in the next couple of weeks I’d love to buy you cup of coffee- hope to hear from
you.
Best, Frances

32. Hi Michael,
I’m Eugenia from (Company name)
You’re attending (Event name) - so do I. What if we schedule a meeting in Stockholm to check if *Company name* and *Our
company* has something to offer each other?
I’ve noticed you are interested in telecom customer portal’s security - my colleague who worked on security issue for *Client* will
be at CEM as well so we can talk together.
Let me know what is the best day to meet you there,
Name

33. Hi John,
I’m Anastacia from (company).
We are organizing a presentation of (keyword)
projects as well as (one more keyword) ones
from our portfolio. What is the best day for you
to join our presentation?

34. www.conformato.com/cold

35. Спасибо! Вопросы?
anastacia@conformato.com