6/18/2020 DigitalXP Marketing Accelerator

DigitalXP Marketing Accelerator

2.4 Writing a Winning Outbound Script

Whatever your cadence is exactly, you gotta figure that out first. The problem is you're a human, and
humans tend to they get busy, they start to make mistakes over time. If you hand it over to computer
and just have them focus on one thing, one piece of so ware, they will do it for you. You set the
cadence. For us, it might be three days, three days, three days, seven, seven, seven, then fourteen
days, fourteen days, fourteen days, then 28 days, 28 days. Basically it's all there. It's following up
with them constantly and eventually they'll respond. A lot of people they don't respond on the first
shot. Like John Maxwell likes to say, the fortune is in the followup. A lot of people are really bad at
following up.

I guarantee you if you can get the followup right, you could be ahead of 95% of the people out there,
and that's what's gonna separate you from the other people. People are just so bad at following up.
Here's an example right here where we're sending a bunch of emails out, and we sent a bunch of
emails out and we see that 58% of them opened it, that's extremely high. If you think about email
open rates, it's maybe about 20% nowadays. If you can cra a really good headline, you're gonna
have if you can get open rates higher than 50% or so, and if you get your reply rate ideally over let's
say 7% or 8%, you're gonna be in a good spot.

Reply rate, open rate is obviously just people opening the email, and then reply rate is people
actually sending you a reply. Whether it's positive or negative, it's at least a reply for you. You're
moving in the right direction. The reply rate is almost kind of like how engaging your email actually is
to get people to respond. Then you have your open rate, it's just how you've kind of piqued their
curiosity.

You can see here this is our sequence over here. The cool thing about a tool like Outreach is it allows
us to AB test, which is test one thread versus the other thread and just see which one performs
better. We can see the second one over here has a three-percent reply rate. The third one here has a
zero percent reply rate. Not good. Probably should shut that one down. The first one we can see here
has a 1.8% reply rate with the same open rate. The idea is you're constantly optimizing, you're
changing the titles, you're changing the body of the actual email content. That's day one. Remember
humans are bad at followup because we forget things. I forget things a lot, by the way. Day four, day
four we'll be basically they'll send another email. I've got two di erent sequences here. I'm not
gonna show you how to use the tool exactly, but one is actually reply in the original email, so one
email and then there's actually a reply. Then the other one is a completely new thread. The
completely new thread has a 3.9% reply rate, 46% open rate.

The one that is threaded, the first one, 35% and 3.1% reply rate. Look at that. If I do the math over
here, .8 divided by 3.1, that's a 26% increase in the conversion rate. You keep making tweaks like this
and you don't have to think as much. The less you can think the better. You're gonna drop emails
into here. You're gonna do the prospecting stu that I showed you in the other video, and then
you're gonna have a system that works. We have day one, day four, day eight, day fi een. Probably
should add more emails here. If you keep doing it that way, again, we keep talking about
systematizing things, this is a very easy way to systematize things just to get going on the outbound
side of things.

Let's not forget about phone calls. Depending on the niche that you're in, let's say you're talking with
people that are much older, maybe you're talking sixty, seventy, eighty-plus, they like using the
phone. You gotta think about the industry that you're in, too. For us, because we're in tech, a lot of
them don't like picking up the phone. Me, I get a ton of calls a day, I actually don't pick up my phone.
It's really hard to reach me over the phone. Just depends on who you're talking to and how they
generally react. Always think about where your audience is hanging out, and how they react to
things, and put yourself in their shoes and then start to reach out to people that way. I'm telling you
figure out the business and marketing understanding first. That's gonna allow you to make a much
easier outbound sequence.

If you look at this one over here, I'll show you the first one. Let's see this. This says feedback from
company. Right here I could actually customize it a little bit, where let's say I want to work with Nike
for example, it'll become feedback from Nike. I could add in these other variables, and then it
basically looks like we aren't just writing the same email to everyone. People can sense that.
Feedback from Nike, let's say your name is Noah. Noah, my name is Eric, and I want to get your
feedback on an SEO product that we have in private mode right now. In short it helps you grow your
organic tra ic without more backlinks or new content necessary. Translation, more tra ic and
revenues while reducing cost. Here's an overview video. I would be great if I could share this with
you and get your feedback for ten to fi een minutes. It will be quick. Are you up for it?

Instead of saying combine my stu , instead of writing a wall of text, instead of writing an essay and
novel for people, make it very simple. Make it very digestible. Customize it for people, and it's gonna
become way easier because people are busy. You're busy too. People don't want to read your novel.
Think about that for a second. Save time, solve their problems, and if it resonates they'll actually be
spot on. I'm telling you this template right here has closed some pretty big clients and gotten some
pretty big customers to actually respond. Not only that, but look at Outreach over here. You can,
look, I'm testing it, and it says Kieth, my name is Eric and I want to get your feedback on this product
we have. It says feedback from IBM for example, so I don't have to think about, I don't have to type
everything out for all these three thousand emails that I sent out. It's all done for me.

Whether it's you're using Mix Max, whether you're using Outreach, whatever it is exactly, eventually
you are going to need to have an ability to sequence this stu out, but again start with the market
understanding, the business understanding, create your sequences, and then you will be o to the
races on the outbound side of things.

COMPLETE & CONTINUE 

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