Sales Pitch: The Ultimate Guide to Mastering the Message
Sales Pitch: The Ultimate
Guide to Mastering the
• We had a customer that was targeting plastic
surgeons. This industry is hard to reach
(putting it softly). Surgeons make tons of
money, and plastic surgery is almost straight
cashflow. These doctors are bombarded with
offers from everything from time shares to
• Our customer created a tailor-made podcast
specifically to talk about the latest tactics,
strategies, and trends in the plastic surgery
What's In It for Me? (WIFM)
• There are three core things that you have to do to get responses:
1. Make what you do interesting (to your target audience).
2. Make what you do relevant (to your target audience).
3. Make your offer compelling (ditto).
• Time for a Dose of Reality: You've got to convince them that you're some
kinda super hero before you set them up with the usefulness of your product.
• You're turning something that is useful into something that's attractive. It
could be that simple, but:
• What do your targets want to hear?
• What kind of research needs to be done?
• Is there any psychology that can compel them to respond?
• Will your leads listen to a podcast?
• Really, take a minute and figure out what your leads want to do to improve
• Go Where They Go: You have to start visiting the same places they do. Read
some industry blogs, or white papers. Try to find some keywords and terms
that seem to be buzzing around.
Find What They Already Enjoyed
• Go to a site like Buzzsumo (it's free) and see which terms are getting shared
Sample BuzzSumo screenshot
Let Others Do the Research
• Doing studies and running surveys of your
audience is a great way to gather intel, but you
can find some that are already made (for
example, Pew Research).
• The cool part is that you only need to give
credit to Pew in order to use these facts in your
Sample fact sheet from Pew Research Center
A Word on Psychology
• Copyblogger wrote a great post in which
they state that "people make decisions
emotionally" and "people justify decisions
with facts". It's these two keys that help
you get responses from your cold emails.
• Bottom Line: If you get this, you can get
leads to respond. Creating a compelling
offer happens when you can make leads
emotionally desire a result (that you
convey with your resource) and factually
prove that you can create the result
Don't Stop There
• Once you find that bridge between what you're selling and what leads want to
learn, it's important to run the full hundred meters of this race.
• One of the best tips we could give you to make your pitch unique is to find out
the most shared and valuable piece of content—and make it better.
You're Nothing if Not Relevant
• You have 2-4 sentences (5 max), to tell
them what you do and give them a way to
• Just get to the point; the clear value that
you hope to tell them more about in a
Elements of a Cold Email
• Subject Line:
◦ Subject Line for Cold Email – The Art, Science, and Successful Examples (LeadFuze)
◦ Follow Up Email Subject Line – How to Write Something Compelling that Actually Works (LF)
◦ 164 Best Email Subject Lines to Boost Your Email Open Rates (OptinMonster)
• First Sentence: A few sentences that you could use are the gush, the brag, and the
• Question Time: Make sure that one of your few sentences is a question. It's like the
call-to-action. The whole email should be geared toward getting a response.
• The Signature: Your Name, Your Role, Your Company (with address), Your immediate
• Post Script (AKA P.S.)
What Time Should You Send Emails?
• The timing that works best will need to be tested on an individual basis. But
there are a few bumpers we can put up to keep you going down the pipe:
oWeekends are (usually) out. This includes Friday. Most of the world isn't working for the
oMondays may not be the best either, but it's not a terrible day.
oEarly mornings before 9a.m. in the timezone your sending may work well for executives and
other typical decision makers.
oToward the end of the work day could be effective, too. (Be available to respond into the
evening to get the workaholic crowd.)
oOther than that, keep good track and tweak until you see a maximum response.
• A cadence is just a sequence that allows
you to plan when you'll send your follow-
up emails to leads.
• Keep in mind that it will take multiple
touch points to get a response from
almost all of your leads. If you don't get a
response, send more emails.