Outbound Lead Gen - Messaging

1. OUTBOUND LEAD GEN :
MESSAGING

2. EMAIL MESSAGING

3. “ALL INTEREST IS SELF INTEREST.”
@DamianThompson
”

4. A FEW IDEAS
Every Market is Different, Test, Test.
Human Nature is the Same
Follow the 5 Rules for Email
Marketing “Touch” vs. High Expectations
Zig when they Zag, Calling is Probably the Best for Larger Deals

5. SOME LEGAL STUFF
CANSPAM ACT (US)
B2B
No Deceptive Tactics (prizes, etc.)
Physical Address
Unsubscribe Option
Identify Message as “Ad”

6. EMAIL MARKETING RULES TO LIVE BY
1. the email has to be short
2. the email has to be personalized
3. the email has to be about them and NOT you
4. the email has to offer value
5. the email MUST have a Call To Action

7. 1. SHORT
5 Lines or Less
Whitespace is your friend
Imagine they are reading it on their phone / not big screen

8. 2. PERSONALIZED
Bare Minimum use their name
Take the time to “get it right”
The more personalization points the better
Test using first name in Subject Line

9. 3. ABOUT THEM AND NOT YOU
Not a Resume
Even Your Mother Doesn’t Care about your Awards
WIIFM - What’s In It For Me?
Display an Understanding of their Issues

10. 4. OFFER VALUE
Value is Relative
Value = Insight/New Ideas
“Filter the Firehose”

11. 5. CALL TO ACTION
Don’t be Vague
Make it Easy - “Just hit Reply”
Follow-up with CTA reworded in PS
Ask for Less Earlier in Cadence

12. MESSAGING & TONE
Don’t Beg, Plead, or Apologize
Don’t Use 5 words, when 3 will do
Poke them in the Eye
Shit Sandwich (You’re Great - You Suck - You’re Great)
Fun & Playful generally Trumps Serious & Grave (test)

13. PHONE MESSAGING

14. “EMAIL IS FOR MARKETING, PHONE IS FOR SALES. STOP
BEING A WIMP & PICK UP THE DAMN PHONE”
@DamianThompson
”

15. IMPORTANT IDEAS
All Cold Calls are Interruptions
Talking Points not Script
Don’t Waste their Time
Attitude, Attitude, Attitude.

16. THE “STATE-CHANGER”
Acknowledge the Interruption
Get past their “zombie” state
No BS. Don’t pretend you’re life-long buddies
If you Ask a question you must wait for answer

17. THE “STATE-CHANGER”
“Hello Bob, this is Damian from Salesability. I know that this phone call is an
interruption, but can I have 27 seconds to tell you why I called?”

18. THE “HOOK”
Reverse engineer you’re most appropriate benefits
Gain social proof by using peer group
Help them picture the pain

19. THE “HOOK”
“When talking to other Founders of Software & SaaS companies that want to
scale to $10 Million & beyond they talk about the 2 biggest challenges being
how to create a scalable repeatable sales process & how to grow & manage a
team.”

20. THE “ASK”
You’re going to ask a question so you have to wait for response
Listen. Listen. Listen.

21. THE “ASK”
“On a scale from 1-10 how confident are you that have solved the sales process
& people problem?”

22. THE “RESPONSE”
Start your conversation
Their answer is a jumping off point

23. THE “RESPONSE”
“That’s VERY interesting. Why do you give yourself an X?”

24. OBJECTIONS
1. Call Back / Not a Good Time
• When/Where/What’s Going to Change?
2. Send Me Something
• What/How would you like to see?
3. Not Interested
• Who is responsible for X?

25. IMPORTANT IDEAS
The Goal is a Conversation
PR / Media Training - Stay on Message
Get specific action if Call Back
Book a Discovery Call (don’t Demo)

26. 1 WRITE YOUR 3 COLD EMAILS
Brevity & Punch!
2
CREATE YOUR CALL TALKING POINTS
Not a script
NEXT STEPS

27. QUESTIONS?