Intro to Christian from Client Ascension and List Kit

Christian, co-founder of Client Ascension and List Kit

Written cold emails for over 1000 businesses over the years, for a variety of B2B businesses

Today’s training will go through the fundamentals of Cold Emails that will help you win for 2024 - copywriting strategy, framing offer, how to book the email (not a training on technical setup for cold email)

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No Brainer Offer

• The only goal of cold email is to move the convo towards a sales call
• Need an offer that is so unique that the lead wants to learn more and book a sales cal

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Characteristics of a no brainer offer

Tangible

• It is tangible, the prospect can visualize it and it is valuable
• XYZ formula - “We help you achieve X through Y with Z”
• “We can help you book 15 sales calls in the next 90 days (X) through LinkedIn outbound campaigns (Y) without spending a penny on ads (Z)”
• “We help agency owners add 20k in new MMR (X) through our podcast placement (Y) system”
• When you’re writing your cold email campaigns, write down everything that is achievable through your services to help you find your tangible offer
• Don’t want to ever come in with an intangible offer, e.g. “We can streamline your marketing system with our executive growth system” - leaves prospect asking “what does this even mean?”

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Guarantee

• The best way to solidify your offer is a guarantee
• E.g. “We’ll even guarantee you’ll sign three clients or 20k, whichever comes first, or you’ll get a free refund”, “You only pay for booked sales calls”
• Type of guarantees: money back with time constraint, work for free until you accomplish goal, performance basis (e.g. only pay for booked sales calls, website sales, etc.)

My Cold Email Thesis for 2024

The only goal of cold email in 2024 is to book a sales call. Prospects are bombarded every day with cold email pitches. So the goal is to start a conversation and then convert the conversation to a call once you’ve provided free value.

• No longer able to book a sale through cold email in 2024
• Send a free lead magnet
• Send a Loom video

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“Trojan Horse” Loom Video

“Trojan Horse” - story of the enemy disguising themselves to get behind enemy lines and begin fighting.

Example of how this strategy works for cold email for a ecommerce email marketing agency:

“I was checking out {{company_name}}’s website and noticed a few things that are likely hurting your conversions. 

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I recorded a quick video explaining further, mind if I share it here?”

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“I was checking out {{Company_nmae}}’s TikTok page and noticed a few things that are costing you organic sales in your content.

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I recorded a quick video explaining further, mind if I share the video here?”

Free Value

Example

“We can help you book 15 calls a month from your email list without spending a dime on any ads.

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We did this for Client Ascension, and they closed $50k in new coaching revenue.

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Mind if I send over a sample email I wrote for you based on your Twitter content?”

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Example:
“Hey I came across your LinkedIn…

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We can make you go viral on TikTok with our Organic Content System.

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You’re guaranteed 1 million views in 90 days, or we’ll work for free until you hit that.

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Mind if I send over a list of my top 5 viral video templates so you can implement them? / Mind if I send over a sample video I shot for you?”

How to Follow Up

• Think of a billboard - the copy of a billboard doesn’t change each day as you drive by - it stays the same.
• All you have to do to follow up your cold email the first time is use the same copy you’ve used before.
• For the second follow up, you can slightly reword and ask something like “I recorded a quick video going over a content strategy for you, mind if I send it over?”

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Common Cold Email Mistakes

Emails are too focused on YOU

Nothing in the email that is addressing the prospect, it is all focused on you.

Example:
“My name is Christian, I’m the co-founder at Client Ascension. I have a 2 comma club award. We have cool hats. We host events.”

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2:1 Rule

For every two times you talk about the prospect, you should only talk about yourself once. 

Example:

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Too Long

Make your emails extremely short. Don’t ramble! 50 words or less is my recommendation. Avoid paragraphs at all costs.

Example:
“We can help you generate $10 in 90 days with cold email and SEO and we’ll nurture the leads for you so you get 5 sales calls in 60 days and you only pay per sales call from cold email.”

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Not Enough Testing

You want to test several different variations of CTAs, offers, etc. Should constantly be a battle of outperforming different A/B tests. 

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Email Subjects

Quick question

Question about {company name}

{company name} x {your company name} intro

{prospect name} x {your name} intro

CTAs

Mind If I share a video explaining further?

I put together a sample email/web template/XYZ for you, mind if I send it over?

If we can get you X, fully guaranteed or you don’t pay, is that worth learning more about?

I recorded a quick video explaining further, mind if I share it here?

Interested in hearing how we can help you do the same, fully guaranteed?

Worth an 9-minute phone call to learn more?

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Recommended Format for Body of Email

XYZ Formula

Guarantee

CTA

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