## Introduction to Outbound Copywriting [00:00] Hey, this is the definitive guide to copyrightiting for outbound. I've been doing outbound sales basically my entire professional life since I was 20 up until now, so about a decade. I've also generated over $15 million in outbound sales for myself and my clients. And I currently run a business that does $4 million per year in profit. So, I say cold email in the title, but I want you to know that what you're going to learn here applies to all sorts of outbound communic. Uh whether it's cold email, whether it's Instagram, whether it's LinkedIn DMs, whether it's even like SMSs and stuff like that. So successful outbound, in my humble opinion, essentially boils down to can you convince a stranger who has never talked to you before and has no pre-established sense of trust with you to buy something. And that's very different from most traditional sorts of copyrightiting because most copyrightiting involves some form of opt-in where you know a person has signed up to your newsletter or has filled out a form and there's just some sort of like actual established bases for the conversation. A lot of people don't get that with outbound which is why I think so many people have issues. What I'm going to do in this course is dispel that for you completely and give you guys some very simple quantifiable road maps to to get to that level of trust without raising any alarm bells or making them think you're out to hurt them or something selling a product. So this course is going to give you the 8020 whether you have any pre-existing experience with this stuff or you are approaching it as a complete and utter novice. Okay, no fluff. Here's what you guys are going to learn. So I'm going to start with the psychology of saying yes to a message from a stranger. Now, this, as I mentioned at the beginning, is quite hard. And so, we're going to spend, I don't know, probably 20, 30 minutes on this, just to get you guys to the point where you understand how to get people to actually want to like open your message to begin with. After that, we'll chat the three components of a successful piece of outbound, whether it's an email, uh, an SMS, LinkedIn DM, or something else. Then, I'll cover my personal copywriting framework, which generated me and clients over $15 million. And I'm not going to say my copyrightiting framework is like the best on earth. I think there might actually be be better ones, but it's worked really well for me. and uh over 2,000 people that I teach how to do this in inside of my community. Then I'll chat offers, which is how do you construct something that sounds good, but it's not like too good to be true. It's not so amazing, which I think a lot of people typically put together and and put on a platter for their customers or prospects that like it sounds like BS. Once I'm done with that, I'm going to get to basically like the meat and potatoes of this course, which is going to be me roasting and then rewriting 10 pieces of outbound live in front of you. So, I'm actually going to go through like my email inboxes, my DMs, and stuff like that, and show you guys how people send outbound, the things that are wrong with that send, and I'm actually going to rewrite them for you in real time. Then, I'll show you guys how to do all of this on specific platforms. So, how to optimize for email, how to optimize for LinkedIn, how to optimize for X, how to optimize for Instagram, and then finally, how to optimize for iMessage. Then we'll chat subject lines, uh, follow-ups, iteration, which is very important and not usually discussed before doing a module all about AI because obviously AI is the hot topic right now and I want to show you guys how you guys can leverage a lot of the advancements there to write your campaigns better. And then finally, at the very end, okay, I'll talk advanced outbound techniques, which I'm sort of putting under this term grey hat, which basically means because of differing like outbound laws and different um, areas around the world, you know, treat everything I'm going to teach you in that section with a grain of salt. Okay, so you guys are going to learn everything about outbound copyrightiting as discussed. Uh if you do me a solid like, subscribe, and then bookmark the video. I have chapter headings and stuff so you guys can jump around as necessary. And let's get into the course. The first and most important thing I want to talk about is that copyrightiting is not magic. Everything that I'm about to show you has actually been documented in psychological literature for the better part of several hundred years. If you think about it, human beings are like the OG research subjects, you know, like we were experimenting on our own minds and our own behaviors since basically human beings became a thing. So, what's really cool is you can actually go out right now and you can learn everything that I'm about to show you. You can verify that there have been, you know, experiments and and and and tests that have been done on different groups of people um just by looking it up on a resource like ARX. Now, I'm not saying you have to read a million research papers in order to get to the same level of knowledge. I'm going to distill it ## The Psychology of Trust in Cold Email [03:56] all for you. But I just want you guys to know that like this is not stuff that, you know, people just like pulled out of their asses. This is like real quantified research on how human beings make decisions. And the reason I find this so interesting is because I went to school for behavioral neuroscience. So, I graduated with a degree that basically discusses and shows the neuroscientific basis behind why human beings make decisions, why we engage in specific behaviors. And it is freaking insane when you go down a little bit deeper into it. Um, in hindsight, it's probably one of the reasons why I'm so good at, you know, cold email now. But yeah, you can literally go out and you can you can research this stuff. You can do whatever the heck you want. I mean, whether you're using Arxive or, you know, some other resource, I want you guys to know that everything I'm going to talk about to you guys today has empirical basis in science. And, you know, the best cold email copyriters are basically like the best psychologists. You know, so too with the best doortodoor salespeople. So to the the best LinkedIn DM campaigns, all of this is just based on our psychology. All right, so there's seven principles behind why people say yes to messages from strangers. A lot of this was taken from Robert Chelini's book called Influence. I don't think that he's necessarily covered the whole landscape, but he's definitely done a pretty good job of organizing it all. So I'm going to cover them in due turn. The first is giving first. The second is micro commitments. The third is social proof. The fourth is authority. The fifth is rapport. The sixth is scarcity. And the seventh is a shared sense of identity. And I think this is probably the most important of all. The first principle is the give first principle. And this is why you know before you get your bill at a restaurant, the waiter or waitress will always bring you a a pile of breathments. The reason why is because when they provide you something that you think is valuable, even if it's not objectively valuable, but just like valuable to you, it's something that you assign very high level of value to. It will create a sense of obligation that lowers their resistance, disarms their skepticism, and ultimately opens the door to trust. Now, this has been applied throughout history on broad broad scales. I'm not going to get into any particular example, but before you uh raise up in arms and think that learning this sort of thing makes you a manipulative person or whatever, know that you are constantly being manipulated every single day. Every company on planet Earth is employing this right now to get more money out of you, whether it's through outbound or through some sort of inbound thing. Have you guys ever been to to Costco or like a big ger that offers samples? It's like the reason why you do that is because them giving you something at least momentarily creates a sense of obligation where you feel like you have to talk to the sample person or maybe you know ask some questions about the product and they find that some small percentage of the time 2 3% of the time you'll actually go and you'll you'll buy the thing. Okay. So the give first principle is obviously very applicable in our case to cold email because the big hurdle is trust. And what you do is you start by giving something really small and then that gets you to some foot in the door where you can start a conversation. In the conversation you give them something else which gets you a foot in the door to where maybe you could send a proposal or or you know send them a product sample. That gets your foot in the door to another point where you essentially now have them in some sort of work relationship. And then you consistently just increase the level of escalation until ultimately they have uh you know some sort of like business relationship with you that that you wanted in the first place. Now I'll cover some specific ways to do this. But it really does just boil down um in our cases since we're doing outbound to offering some sort of help that seems genuine. Uh you can automate a big chunk of this. I'll show you guys how to do that later on. But it might involve giving them insights. Hey, you know, I noticed XYZ is currently misconfigured on XYZ's landing page. I know this is wild. I think you're losing between 10 to $20,000 a month. Let me show you how to fix this. You do that without asking for anything in return. And even though you didn't make the ask, the ask is inferred. And people will assign value to you, like positive value, without assigning any of the negatives typically involved in the framing of like a business outreach transactional sense. So very, very powerful. And I'm going to show you a ton of different ways you can do this, but I want you to know if you are going to write a piece of outbound communicate in insert current year or beyond, make sure to include something that you are giving them so at least they have the sense that they're getting some sort of value in exchange for their attention or their time. Now, I covered this briefly in the last principle, but the second is micro commitments. Okay? And that's that sense of increasing escalation where you start with one thing which is small, use that as your foot in the door for another thing which is bigger, use that your as a foot in door for another thing, and so on and so on and so forth. In any sort of outbound situation, you can't just say, "Hey, do you want to pay me $4,000 right now?" Because, you know, the person on the other end of the line's going to say, "Well, who the hell are you? I've never said yes to you before. I have no pre-existing history, trust, any sort of established sense of of security. Why the hell would I do that?" But if you say, "Hey, you know, um, I just actually recorded you this custom thing and it walks you through how to do all this value stuff that I just gave you and it shows you how to, you know, fix your landing page. Would you just like, you know, watch it for one minute and if even after one minute you just don't think it's valuable, whatever, never message me again. Uh, you can tell me to screw off and and so on and so forth. It'll be fine." You know, if they watch that minute and they like it, you know, they're already essentially asenting to engaging in some sort of transaction with you. So from there, you know, you can turn that into like a longer video and from there you can turn that into an actual phone call. From there, you can turn that into a video call. From there, you can turn that into, you know, ultimately getting them to close. And so, this this is all about just building a sense of momentum where every small agreement makes the next slightly larger one feel good. Um, you know, there's a big study that was done a while back. I don't remember the specific one, but it it was where, you know, they they found that you could frame two asks and in the first, um, they just did the ask and in the second they basically made a bunch of tiny little ones and just just were like, hey, you know, is your name Bob? And it's like, yes. It's like, "Hey, do you live in whatever location?" It's like, "Yes." They found that the more times they could get a person to say yes before the ask, the higher the probability of them actually saying yes to the ask. And so, like, the human brain is very leaky. It's like, it's like a video game, you know, like we we need a patch severely because um there's just all these little biases and little hacks that people can take advantage of. And this is a really big one. So, if you want your cold emails or your cold DMs or your campaigns in general to really crush, make sure to understand micro commitment as well. The third is social proof. And this is pretty similar of a principle to authority which we'll also cover. But essentially human beings are like heard consensus animals. You know whatever your your beliefs or opinions on the subject you know like we make decisions first by looking at a bunch of other people and seeing whether they're making the same decision before we say yes to anything. It's basically just built into our DNA to like get a lay of the land and see okay if I make this decision am I the first one that's ever making this decision or is there some sort of precedent? And so with social proof really what you do is you just show or tell other people um that have taken the sort of action that you are asking them to take. You usually do this really informally and like the best cold outbound nowadays makes this like a it's like a throwaway line. It's like barely even talked about but it still provides the the impression that a lot of people are taking action. And um you know in a situation like saying yes to a total stranger obviously it's like max uncertainty. human beings are going to do social are going to rely on social proof rather a lot more than like a situation like buying a specific item at a grocery store or something. So the way you do this in practice through outbound is use very specific numbers. Generally speaking when you have concrete data so these are names of people that you've worked with results counts and so on and so forth. Um it's a lot more powerful than just saying like a lot of other people have signed up for this. It's like hey I actually just finished a client project for an IT business in in ## Key Components of Outbound Success [11:11] Tennessee as well. I mean they're realistically like a 15-inute drive from you. um I can hook you up with them if if you want. You know, something like that is far more persuasive than the vague claim of like I just I make a lot of money with this stuff. Likewise, hey, we generated $112,482 last week for an XYZ business. You know, if you have these sorts of case studies, you got to really really use them. You got to take full advantage of them. And the way you do that is by being specific. And then likely, ideally, you want to match the reference group. So like you know in social proof examples and you can't actually do this in practice most of the time because you won't actually have like the exact case study unless this is a product that you've been selling for a while but it's like you know let's say the offer that you're running and I'll talk about offers later but the offer that you're running is for you know some sort of like B2B SAS uh marketing and you know you've worked with a lot of companies in this before well if in your uh let's say your your LinkedIn DM you mention that you've helped another B2B SAS company achieve XYZ result that's going to be taken a lot more sincerely ly and then powerfully than if you mention hey you know I've helped uh some some freelance dog walker achieve the same result it's like your results should always be in the context of the person that you are considering talking to the company that you know in my case B2B that I'm considering helping and so the closer it is to the reference group the more like vin diagram overlap um the reference group has you know this is like my little reference and then this over here is my uh prospect the more of that overlap they have in either their characteristics or their businesses or their their ICPS ideal customer persona attributes or or whatever the better the social proof is going to be taken. So as long as you can you know actually implement on these three show others taking action use specific numbers and matching the reference group and I'll give you guys a simple and straightforward way to do that you guys will crush. Next is the principle of authority and this is where you demonstrate hyper relevant expertise with some form of you know credentialism some form of like renowned accomplishment some form of I don't know like why do you think doctors always say that like um Dr. blank with an MD at the bottom of their freaking email signatures because you just take them more credibly because you know that they've spent a lot of time doing the thing. Um, it's also where you just signal confidence in the way that you write the email. So, you know, you're not like hedging every 5 seconds. You're not like, "Well, I believe maybe I could help you." It's like, "Hey, I could absolutely 100% help you. I'm very confident in this because I just helped XYZ do this before." That's combining social proof and authority. So, I mean, like, if you have any credibility that's pre-established, then obviously you should use it wherever possible. Um, you should make sure that the credibility that you're attempting to use does match the ICP or ideal customer persona that you're trying to talk to. You know, like I find a lot of the time in, you know, small to mid-size businesses, like I used to go very uh blue collar. Blueco collar people are like they're they're my guys. So, I'd go door to door. I'd knock on the freaking business door. I'd, you know, I'd open it. I'd shake hands with the receptionist or whatever. I found, you know, if I talk about my behavioral neuroscience experience to in like some some business plaza in the heart of Suriri, person would just kind of raise their eyebrows, not really give a [ __ ] and let me go. But if I came in and I said, "Hey, I'm a Google partner. I'm part of Google's credential partner service and I'm here to help you with your ads or something of that nature." Then people would be like, "Oh, you know, I'm I I know Google Ads. We run those." Really? You're with Google, like the search engine that I use every day. And I'll show you guys ways to get authority really easily. But there's actually tons of like really simple partnership programs. There's tons of like incentive uh uh uh you know, programs that you can sign up to and stuff like that that make that really easy, even if you don't have any sort of authority whatsoever in the niche that you're trying to target. Phew. Okay. It's pretty cold, so uh I just had to put a hoodie on. Next up is the rapport principle where you find shared context between you and then the person that you are attempting to pitch. Whatever shared context, whether it's like ethnic shared context, cultural shared context, career shared context, the fact that you both have freaking Yorkshire terriers, like whatever it is, if you could find a way to insert that in your outbound, it'll be significantly uh it'll land significantly better. Ideally, you want to be super specific with whatever it is. And then a big thing that I don't think a lot of people do is you also need to match the tone of the person that you're talking to. This is like explicit. You know, you just saying like, "Hey, how's it going?" How the hell do you spell explicit? Hey, how's it going? You know, I know you got a Yorkshire terrier. This over here, though, is all implicit. Now, this is where you mirror the communication styles. You mirror the message lengths. You mirror uh the punctuation. For instance, like if you were pitching to San Francisco VCs in like 2022 at like the height of like what I would consider to be the BS tech bubble, you would absolutely use like lowercase in a lot of the outbound messages that you would send them because it would signal that you're part of their their group, right? You're establishing a sense of rapport. Likewise, anything that allows you to uh uh you know create this concept of like alignment and and comfort with the person. anything that allows you or pushes the other person to think that I don't know you're sitting across from them at a bar or whatever you guys are hanging out casually generally the more rapport you can build and then the easier it is to build an established sense of trust. Next up is this idea of scarcity. Now this is where you limit the availability aka number of things you have to give them. And you can pair this with like the free giving uh uh you know principle from earlier the give first idea or you create some sort of time pressure where you give them a deadline in order to make the decision. So you know in my case I'm pitching outbound I send them a proposal for some service valued at you know $15,000 but that proposal expires at the end of the week meaning they have to make the decision before the end of the seven days or I can't maintain their price anymore. And then ultimately make the constraint real. If it's like a fake constraint, you know, a lot of people's marketing BS detectors pick pick up on that. So, real genuine ones like your own personal capacity, your own schedule. Um, you know, ones that where you tend to admit something that also ascribes some sort of fault to you like the fact that you can only take on a certain amount of work this week or this month or you're actually juggling like a few additional client projects. You want to make sure that you have the time for all of them together. These sorts of things can do really well nowadays. This is probably the least commonly used principle out of all of the influence ones that I'm talking about here. Finally, similar to rapport, you have the shared identity principle, which is where you establish some sort of common ground. People who are within your industry share specific values to you, whether it's like political values or as mentioned previously, some sort of cultural or ethnic value. People that have gone through similar challenges or hardships. you know, if you're pitching uh, you know, a business owner that's gone through the whole ringer and I don't know, we all have these inspirational business owner stories, right? Where I was down on my luck and I used to smoke crack and do all this stuff and then you can express that you used to live on the downtown east side of Vancouver or whatever. Um, you know, you you'll find significant inroads there by doing so. Likewise with the mirroring the tone, the tonality, the the the length of the messages and stuff like that, using in-group language like lowercase messages and so on and so forth and then highlighting some form of shared struggle uh will significantly improve the probability that whatever your outreach is hits. Now like I'm cognizant that a lot of these principles have overlaps and they seem pretty similar to each other. You don't have to be, you know, like an academician or a theoretician, I think that's a word, here to understand that the idea is not memorize every single one of these. It's just recognize what they look like. You know, if you can get in the habit of recognizing these patterns, you can get in the habit of actually learning how to employ them yourself. And what the rest of this course is going to be is basically going to be sheer wrote repetition of yourself applying these principles and then watching me apply them to, you know, take okay cold outbound messages and then turn them into fantastic cold outbound messages. ## My Cold Email Copywriting Framework [18:33] All right, enough of the theoretical stuff. Let's actually talk about what makes a great outbound campaign. And this is going to apply and work regardless of what it is that you're doing, whether it's sending a DM or an actual email. hell, even picking up the phone and giving people a ring. The first, which I find most people miss, is establishing what the freaking goal of your outbound campaign is in the first place. Don't get me wrong, obviously the goal of most B2B campaigns specifically is going to revolve around money. It's either going to be short-term money, like closing a deal, or longer term money, like building up some sort of awareness or whatever, to ultimately get more people into a funnel to close more deals. But establishing exactly which of these things that you are attempting to optimize for and then assigning KPIs which are um basically metrics called key performance indicators is very very important and we'll talk a little bit about how to do so. The second is building a frame. Okay. Now, a big thing in cold email especially that's working really well right now and it has to do with one of the principles that we talked about earlier which was um establishing a shared consensus and sort of like in-group feeling is this idea of the frame of the interaction not being corporate or not being like super highbrow. Obviously, you should write in a way that you know is is perceivably straightforward, congruent and professional, but there are a lot of niches out there where your frame actually does need to be very different from what most people would consider to be like a reasonable thing. And this is going to depend a lot on like where you are. It's going to depend a lot on like the sorts of people you're pitching to. It's also going to depend a lot on like the cultural norms and maybe the language norms of the language that you're speaking in as well. So I'll chat about how to do that. Finally, at the end, we'll talk a little bit about iteration. Now, realistically, what makes a great outbound campaign is having these two, having time, and then applying some sort of like change based off of the data. And I think people can figure out one and two pretty straightforwardly just with the concept that I'm talking about. But that missing third piece is iterating. Like when I write a fantastic piece of copy, it's usually not fantastic right away. You know, at the time of writing, maybe it gets a reply to like 3 and a half% or whatever, which is like, you know, it's okay, but it's not winning me any freaking awards. The reality is the entire game of outbound is like a data scientist sort of game where like you can start with a campaign, okay, get it to 3.5% over here, make a couple of changes based off that data, get it to 4.5%, you know, 5%, 8%, and so on and so forth, and basically gradually climb a hill or evolve to the point where like you have a a killer, amazing, fantastic campaign that's 10%. It is very rare to one shot a campaign, okay? Which is where you just write it fantastically and amazingly the first time, send it, and then it just does everything that you want it to. Realistically, there's almost always a funneling down process where you write multiple versions of the copy. You test that copy across, you know, your data set. You get some results allowing for time for the market to respond obviously to your communicate. And then you iterate based off of the findings. You know, you have three campaigns. One has a 10% reply rate, the other two have 2% reply rates. What are you going to do? Keep sending all three? No, you're going to scratch the lowest performers, and then you're going to build new variants based off the high performer. In that way, you're basically evolving your email campaign over time, your your SMS campaign over time, your DM campaign over time, and then getting a lot uh better results. Okay, so let's start with principle one, which is defining establishing clear goals. So there are a lot of people out there that see campaigns as sort of like a a broader system that you know results in some outbound metric that you want. I personally see it as like an isolated instance. I want every single email I send or every single SMS I send to function as a self-contained campaign. Now, it's not that I can't add more steps to the campaign, can't have a second email, a follow-up SMS, and so on and so forth, but I basically want if you stripped away every other piece of messages except for just that one, that one should be able to do the whole job on its own. And this differs from what a lot of other people say. And I think if you wanted to be truly optimal, you would have a sense of both. You'd have a sense of both, you know, like local within one message and then also how it all ties together broader. But I just think for simplicity sake, it's so much easier for me just to optimize the hell out of a single message and then just make sure it follows all the the four copyrightiting points which I'm going to talk about in the next section. So in order to do that, the way that I always think of my goals is what is the one thing that I want them to do after reading my message, after reading the specific email that I crafted. Should I uh book a call? Should I visit some sort of page? Basically, there are variety of different things that anybody can do after reading a message, obviously. and you just need to pick one of them. Okay? So, I'm just going to give you some examples over here. Um, the first thing is they could reply. Obviously, that's pretty easy, right? Reply yes. And if they reply yes, you give them something or, you know, what do you think about this? And then if they tell you, then obviously they're sort of like escalating their commitment. The second is they could watch something. Watching something is typically more of an ask because a lot of the time they're clicking a link. They are opening some asset. You know, it's like a file. it's it's outside of the email um hierarchy and so it exists as sort of like a a bigger step but it's usually something you can get just in the first piece of communicy. The next is book some sort of call. Now this is a lot tougher obviously but for most people you that sell services specifically or looking for some sort of partnerships if they're selling some some sort of ecom thing, you know, retail and and so on and so forth. This is like a big big ask, but it's also a lot closer to ultimately what it is that you're trying to do. Finally, you can also get somebody just to buy something through a cold email. And this to me is like, you know, obviously golden grail. If you could just send out a bajillion emails with like a freaking payment link and have 10% of those people respond, you're doing something right. Uh but in practice, this is something that like we don't we don't typically do. And so realistically, the campaigns that I create, I'm either gunning for some sort of reply, I'm gunning for some sort of like asset watch or link click, or I'm gunning for them to book a call where I can, you know, set that and then have a conversation with them and actually sell them later on. Very rarely do we actually go all the way to buy. And we're certainly not putting like the pricing or whatever in in an email for the most part these days. So what that means is you're going to be picking one of these three. Okay? And there are some other ones as well, but these are the these are the main I think I think buckets that most of my outbound tends to go into. Now, if your goal is a reply, you're going to write that in a very different way than if your goal is to book a call. And that's because, you know, in cold email typically, um, any sort of outbound that you send, you want to be hyper specific with it. You want to minimize the number of steps that the person has to take in order to consume what it is that you're asking them for. So in our case, booking a call, for instance, I don't want me to be like, "Hey, what do you think about this?" And they're like, "Yeah, that sounds pretty cool." And then I'm like, "All right, sweet. So do you want to book a call?" And then they're like, "Yeah, I'd love to book a call." And you're like, "All right, sweet. So what time works for you?" And they're like, "All right, 2 p.m." And I'm like, "I'm not available at 2 p.m. Why don't we try 2:30?" And they're like, "I can't do 2:30. I'm walking my dog, so why don't we do 4 p.m.?" That's a lot of steps, right? And what you'll find in any sort of outbound campaign is the more steps you have typically the lower the performances because leads just leak. Prospects just leave. They I don't know their grandmas pass away or whatever. They're out for two weeks. A million different things could happen, but ultimately speaking like you're not the priority in their life. So you want to minimize the number of steps involved. Give them everything they need and actually in order to actually consume the offer. Um and then that'll significantly improve the probability of success. So you know if you're going for a reply, that's obviously very vague in general. If you're going for a book a call though, typically you'll actually like provide the times of the call that you want to have that day. You'll say, "Hey, can I give you a ring at 2:15? I have your phone number right over here. It's this. Is that cool?" You know, "Hey, uh, I actually just generated or I just created this asset for you. Um, you know, do you want me to send it over?" If you do, it'll be a one uh click link. Uh, I don't have to have you download anything or anything like that. You literally just click it, then you can watch the video. It's about 30 seconds. How's that sound? Obviously, depending on the specific goal that you have, the writing is going to be quite different. So you just have to figure all this stuff out first. And then finally, if you can't describe your goal in one sentence, I don't personally think you're ready to write your campaign. So if my goal is to book calls for a B2B outbound lead genen offer, okay, if that's my goal, I'm good. But if I can't actually like summarize what it is that I'm trying to do in just a sentence, odds are I haven't really thought deeply enough yet about what it is that I'm trying to do with cold email. and I'm probably just doing cold email or cold SMS or LinkedIns or whatever the hell simply because I think it's like a trend and it's kind of hot right now. Like actually sit down and think a little bit about what it is that you're trying to do because the reality is you can sell anything through outbound. I've sold more or less anything through outbound. Um you know whether it's like ecom products literally you know selling some sort of little widget or you know some little keychain thing or some larger product that costs more money you can do that through Admount. Whether it's selling like a high ticket service that's 105 $20,000, you could do that through outbound. Whether it's selling like coaching or some sort of ongoing thing, you could do that through outbound. So, it's not about like what it is that you're selling, although obviously some are more easy than others just given conventions and so on and so forth. It's just about like do you know why you're running this campaign in the first place because if you don't know why you're running a campaign, then there's no point in even running the campaign. The second major principle is this frame idea. And nowadays with AI being the number one topic on basically every video social media platform and so on and so forth, this is more important than ever. But basically in my case, this just boils down to writing like a human. The frame of cold outbound is one to one comms. Remember earlier how I gave you that big laundry list of principles and it was things like establish a sense of rapport, escalate through micro commitments, instill a sense of scarcity, and so on and so forth. Well, the entire way that you get those principles on paper is you just write as if the person thinks you're writing just to them. Obviously, most of the time we're going to be using templates. We're not actually handcrafting every individual email. But it's very important that the person on the other end of the line thinks that you wrote that email just for them. Literally is like, "Hey, I was standing on the side of the street calling an Uber and then I saw some notification come up about your business and I just I had to like message you right now." Like that's the vibe that you want people to have. And so there are a couple of tests that you can do for this. The first is the text message test. If a friend saw you typing this to them, would they think that it was a personal message or in a mass email? You want to optimize for personal. And I literally mean like go through your phone or go through your email inbox and just see how are you writing to people that you don't actually have super crazy business relationships with, but you do have very strong trust relationships with. Okay. What you want to do is typically mirror that tone. and you'll adjust that depending on some of the cultural nuances and the languages like I talked about, but in general, that is how you do it. The second is you kill corporate signals that give away that it's um some sort of sales pitch. So, hope this finds you well. No super illustrious signature block with Dr. Sarif that does blah blah blah. You know, in general, you don't even want to say we. It's not like, yeah, we help people do XYZ. It's like, hey, I help people do XYZ. Hey, I help you do XYZ. Hey, I'm reaching out to you because I think I can help you specifically with a specific thing that I would only actually be able to put in the email if I'd done a ton of research on you. In general, you want it to be short, casual, slightly imperfect, like a real person having a conversation. And with AI and stuff like that, it's gotten so far that one of the optimal strategies nowadays is literally to like insert some issues with your email to make the person be like, "Oh, wow. This guy must have actually wrote this to me on his phone." It's things like including sent from my iPhone, send for my Android, whatever at the bottom of the email. It's taking advantage of these little psychological quirks to make people think that like, you know, you sat down and did it. And then obviously one person to one person, you know, a big test is just if I read this message back, if somebody sent this to me, would I think that they were just spamming me with a big wide-ranging copyrighting campaign or would I think that they actually wrote this thing for me? So, it's it's just person to person. This is not like, you know, P2 uh what's the C2P, right? Like it's it's P2P, okay? It's player to player. It's person to person. It's not company sending millions of emails to faceless dollar signs to try and convert them. Instead, you're like, "Hey, I'm just one dude or I'm one chick and I'm looking to help out another dude or another chick, and here's how I'm going to do it." Finally, you combine all of this sort of casual frame, congruence, trust building, and then ultimately your your goal, which is get them book a call or maybe get a reply or whatever, with sort of like this data scientist angle where you're iterating all the time. And so essentially the way that you know the scientific method works is you will come up with some form of hypothesis. So you'll say you know I think this email would help me book calls. Very simple hypothesis. You write that email, you send it and then what you do is you just you evaluate the results. If the results aren't what you want or if the results suggest that maybe your email isn't as good or your your your DM or something could could use some work, what you do is you take the data, the feedback, okay, and then you apply it to improve the quality of the email. So I mean it's very very scientific method. Okay. But in general, it's about establishing some sort of campaign. Okay. It's getting some sort of feedback, which I'm just going to call Y. And then it's ultimately making some changes. And then it's just looping this back on its tail over and over and over and over and over again until your thing gets better and better and better. So realistically, you know, if we're sending emails, I'm not just going to send one to one person. I'm going to treat this like a science experiment. I'm going to try and control for all my variables. So, I'm going to send 500 to a,000 to like get enough statistical uh you know backing behind any conclusion that I draw that I'm a lot more confident in doing so. I'm going to measure specific KPIs like reply rate. Okay. I'm going to measure uh uh open rate if that's visible. I'm going to mention I'm going to measure booked call rate. I'm going to measure proposal sent rate. I'm going to measure product purchase rate. I'm basically going to build like a big funnel, which you know is a form of conversion rate optimization with all of my metrics. So, I'm going to have opens. I'm going to have replies. I'm going to have like optins, which is where they actually like do the next step. I'm going to have, I don't know, calls. I'm going to have proposals if I'm selling some sort of service. I'm actually going to have closed. And then, you know what I'd even have here is I'd even have lifetime value um of the people that I close that I could tie how long people work with me and how much total money I make to whatever the specific campaign is that I sent. I'm going to show you guys how to do all this stuff as we proceed. Although I want you to know that this is typically pretty platform dependent. If you're sending, you know, LinkedIn DMs, your uh data will be a little bit different than if you're sending cold emails, and that's going to be a little bit different than if you're if you're doing outbound phone calls. In general, you're going to want to kill whatever losers you are running really fast. So, after you've sent enough or called enough or whatever the heck, just cut the bottom performers immediately, write new variants based off the top performers, and then test again. And ideally, you just want to go data over your gut feeling. Like, our intuitions are powerful and stuff like that, but I can't tell you how many times I've written a a campaign and then thought, "There's no way this would ever work." and then it gets like a 15% reply rate and generates hundreds of thousands of dollars. That occurs shockingly often which makes me realize that my intuitions are nowhere near as valuable as just data in general. You want to get all of your results not from your own head but from the actual market because the market is the truest uh proxy for what reality really is for us. You know, since we're looking to sell things and obviously make money, customers are the only people that that really matter. in a variant. This is where people get this idea of like the customer is always right because they're like, "Well, the customer is always right because the customer pays me, right? So, I should just listen to the customer." But I also want you to take that with a grain of salt because there's a difference between a stated preference, which is where a customer explicitly tells you something like, "Hey, I don't like that you ask me this, and a revealed preference, which is really what's going on inside the customer's head." What you'll find as well is that stated and revealed preferences are kind of different from each other. So rather than the customer always being right, it's more so just like look at the behavior of the customer and optimize for that. All right, so just keeping track of time, we're done the psychology saying yes to a message from a stranger. We are now on three components of a successful piece of outbound. Um, and next up it's time to talk about my copyrightiting frameworks. This is the same thing as gener $15 million. What this is is this is essentially us taking these these principles and then these components and then just like sticking them all together into a repeatable formula. So this is a formula, a system, a product, a rule book, a road map, just something that you can consistently come back on anytime you're writing good copy. And so I have the four steps right over here. I'll cover them all in due time. And then I also have a couple of um templates that basically we're going to build using this formula. Okay. All ## Personalization Techniques for Outreach [34:54] right. So without further ado, the formula is based off of four steps. The first is personalization. The second is who am I? So it's defining who you are. The third is your offer. And then the fourth is your CTA. And for those of you guys that don't know, that just stands for call to action, which is a marketing term where basically you get somebody to do something uh ask for a specific action. Okay. So let's cover all three of these or all four of these, sorry. uh in turn. So the very first thing you have to do with any cold email is you have to personalize it. And because the highest ROI place in an entire cold email is always the very beginning of the email. Why? Because the very beginning of the email is the only place you can ensure that all readers of the email will actually read. Email drop off is nuts. Like if the first word is over here at 100% of people, then the fifth word is like down here at 50% of people. Like people drop off. they don't actually read much further than a few words unless you hook their interest. So, because it's the highest ROI place in the whole email, the best thing you can do is just hook their attention using some sort of extraordinarily personalized seeming line. Okay? And so, the personalization is composed of a couple things. Usually, it's a greeting. So, it's like, "Hey, how's it going?" Then it's an observation or a thing in common. Okay? If you think about it, this sort of handles the rapport. The thing in common is supposed to handle both rapport and then like signaling that you're part of their ingroup. And then you use this as an opportunity to segue into your pitch. And the whole idea is this cannot signal that you are selling something. The entire point is essentially, and I know this sounds bad, but you are sneakily and cleverly evading their sales radar. So, the idea is you have to start every email with something that makes a reader think, "Wow, this person over here actually looked at my stuff. They read my blog post. Maybe they've watched my 4-hour Claude code master class," which you guys should definitely watch. You haven't. Maybe they've read my book. Maybe they've followed me on LinkedIn and so on and so on and so forth. The reality of this is though is that so many people take this principle and go way too far when what you should be doing is you should be keeping it short and informal because uh personalizations that are short and informal tend to be personalizations that are real. The longer it is, the less the person will think you actually sent it to them. So my personal rule of thumb is it's two sentences max. One sentence is ideal. And the most important thing is just like would a real person send what I'm sending? If the answer is yes, fantastic. You have a strong opener. But if you end up generating milk toast LLM, large language model slop like, "Hey Stacy, love how passionate you are about process optimization and aligning corporations with diversity outcomes at BeaverC." Then you're shooting yourself in the foot. The number one giveaway of like a shitty or like an AI cold email nowadays, at least um as of the time of this recording, is like people will use AI to write their whole email and then they'll always say something so stupid at the beginning, something that no human being would actually pick up on or note. Like, you know, I I don't care how passionate you are about process optimization and aligning corporations with the diversity outcomes at Beaver Corp. Like, I don't, you know, like and and you don't care that I care about that. What you care about is, you know, hey Stacy, saw you went to uh, you know, uh, UCLA. That's wild. You know, my cousin went down there. That at least makes you stop and go like, huh, like, who who is this person again? And that is exactly what you want. Basically, the entire point of personalization is for the person you're sending to to go, wait, who is that? Do I know this person? And then that sneaky little clever hack that buys you like a good 30 seconds of them reading through the rest of your email. And once you have like, you know, the the foot in the door once they're actually reading your email, then through escalation of commitment and then through micro asks and other principles that we've already talked about psychologically, you can actually get a stranger who's never talked to you before, who's not even talking to you in real life, but just reading your text on a screen to do something for you. So, a big chunk of success with personalization, the very first chunk of an email, okay, is through what's called cold reading. Now, if you've never done uh any sort of like cold reading or if you've never heard about this before, what cold reading is is it's a set of psychological techniques used to convince someone that you know them intimately, even if you've never met them before. If you guys have ever seen like psychic TV shows or mentalists, uh it was a lovely series or or like some clairvoyant stuff. Basically, the the the whole way that that works, assuming that, you know, the supernatural stuff isn't actually real, cuz who knows, maybe it is and I'm just wrong here. um is is they're extraordinarily observative, but then what they do with their observation skills is they make in general statements that actually apply to like 80% of the population that a human being upon first read or first glance would not know applies to 80% of the population. So, um I don't know like a common thing that people will say, you know, if you if you come on one of those psychic talk shows or something and somebody's like trying to cold read you is, you know, hey, you're you're usually quiet, but um I've noticed that you can be really talkative when you're comfortable. You know, you you say that to, I don't know, some young mom who isn't really paying attention, and they're going to think like, "Yeah, that's so right. You know, I am usually quiet, but at the same time, you know, when I when I get comfortable, I am talkative. Like, hm, this person knows me." Like, this is obviously kind of [ __ ] right? Like, no duh. Every human being on freaking planet Earth is probably quiet initially and then grows more comfortable and and and thus more talkative. But most people for whatever reason just lack the ability to like realize that they are not that they are sorry a representative sample of like the whole population cuz we all think that we're special, right? So I'm going to give you guys a quick example here and um it's an example that I've really tried to formulate for my for myself. A good example of this is this right over here is going to be our email template that we're going to use for for this section of the course. And this right over here is the personalization. And so what I have here is, "Hey Nick, love your channel, man. Very no BS and has helped me get started in management consulting. Think I can help you with something and maybe return a bit of the favor you've unwittingly done me." This is not like AI generated at all. This is 100% I just I just wrote this. And you know what the reality is? You could send this to any YouTuber. Any YouTuber, anybody that makes any sort of businessto business content that's a male anyway with men and you could say, "Hey Sam, love your channel, man. It's very no BS and helped me get started in management consulting. Why? Because management consulting is so general that any business model would apply to it. Whether it's like a person making YouTube videos about SAS, a person making YouTube videos about, you know, AI automation like me, a person making YouTube videos about like cold email copyrightiting, whatever. And then everybody over here that has like love your channel, it's very no BS. Everybody thinks their channel is very no BS. It's like I'm not going to assume that a bunch of other channels are no no BS because the whole reason why my channel performs so well is because it's no BS straight to the point. So this is what we call cold reading. And so that's sort of option number one. And that's actually the option that I recommend people like go with. Like you should actually just cold read. You don't even need to AI personalize stuff to be honest. Although it obviously helps. The next step up with personalization though is you take these overly general vague statements and what you do is you combine them with artificial intelligence to show you how to do later on in the course where basically AI scrapes some data source about the person like for instance where they went to college or something and then you just weave it into a template that's pretty well cold read. So I don't know something about UCLA like yo saw you went to UCLA wild stuff. Uh right like were you in whatever famous teacher's third year. The person's going to recognize the famous teacher. They're not going to recognize the fact that like you know that it's a famous teacher because they're really big or you could just scrape all their information online. They're gonna be like, "Oh, this person's probably familiar with UCLA." Meanwhile, what you're actually doing is you're just getting your foot in the door. People respond to you. Now you have like an escalation of commitment through cold email. Now you can actually, I don't know, pitch them whatever the hell you want. Or, you know, even if that doesn't happen, what you've done is you bought a few seconds of attention. Okay, so that's step one. It's personalization. And to be clear, what we got from that was, um, hey Nick, love your channel, man. It's very no BS. Has helped me get started in management consulting. I think I can help you with something. Maybe return a bit of the favor you've unwittingly done with me. Oh, by the way, one more thing. You see this management consulting bit? This over here is called voluntary disclosure of information. And voluntary disclosure of information is a common tactic used to build rapport through things like cold email and also through the FBI. um if you voluntarily disclose some bit of information about yourself, you're some spy or something like that person on the other end of the line, they will trust you more because they will know that you just, you know, gave them some information. So, when you say like, "Hey, this helped me get my start in management consulting." Obviously, you know, it's it's [ __ ] I didn't help them get their start in management consulting. Hopefully, that's clear. Um but when you make some sort of statement like that that's vague or general, but then is like still a giveaway of personal info, the person on the other end of the lines can be, "Oh, wow. Really? That's wild?" You know, and if you don't feel comfortable saying, "Help me get started in management consulting." You can also say, you know, very no BS videos like this, help me get started in management consulting or something. And then you have both uh you know, you're you're aligned on the uh on that side and then you're also aligned on the whole voluntary disclosure um side as well. People have done really wild stuff with that literally like I don't know telling you about their cat or something in an email. And then people are like, "Well, aren't isn't the whole point of cold email that it has to be really short and really punchy?" So how does that work? When you know the rules, you can break them. But you know, at this point you're still learning the rules. So be careful with all that. Okay. Anyway, part one's personalization and it cannot signal that you are selling something. On to part number two, which is the who am I statement. Okay. So basically the sequence of events when somebody reads a cold email is when they start reading the very first thing they're thinking of is oh is this person a scammer and or a spammer? And so if you just like personalize the hell out of your email, they will immediately know you're not a scammer or a spammer. Why? Because scammers and spammers don't actually do any sort of personalization. They just send five quadrillion emails a day to every human being on Earth with a social insurance number. Now, because you say, "Hey, Stacy, you know, uh, saw you went to UCLA or whatever." You know, they're at least going to know that you're not like a scammer or a spammer. Um, so long as your your personalization is good and you have some sort of cold reading. Now, the next thing they're going to think of once you've solved that, okay, cuz keep in mind their uh defenses are really high initially. A lot of people are selling absolute [ __ ] The next thing ## Establishing Your Identity [45:13] they're going to think about is, okay, so this person isn't a scammer, then who are they and why should I give a [ __ ] And so that's what this next step solves. So this is where you combine some sort of social proof and some sort of brief statement to just quell the concern at the back of their mind that just tells them who you are and why it matters. Okay? So like literally like this question here is, "Hey, is this person here to scam me?" No. Okay. So next question is, "Who the hell are they and why does it matter?" And it's like, okay, so I'm this guy and this is why it matters because I've made all this money. So my recommendation here is just like you did with the personalization, keep it to one or two sentences because we're just we're just answering rapid fire immediate questions that human beings pattern match. You can't tell I've sent a lot of emails. The social proof is your introduction. The best way to do this, and this is what allows you to take advantage of another one of those psychological principles in my experience, is say something like, "I currently work with insert client." And you can either name the client by name or you could say it's an industry client in location to help them do thing. And thing is similar to what they've done. We've done specific number, you know, $4,892 in the last two days through uh B2B outbound. So the whole idea here, okay, is not only are you knocking out social proof because you are showing people why you matter, okay, you're also aligning yourself with their inroup by saying, "Hey, I actually currently work with whatever the company is and it's similar to the company of the person that you're reaching out to, right? So when you say weave, now you're implying that you're in their inroup and you have social proof within their inroup, which is obviously maximally congruent, maximally aligned, and then it actually seems pretty impressive, right? And then you're also showing off a little bit, right? And so this is how you get all of the above in like as few characters as possible. Um, you know, you you identify yourself. You make it clear like, hey, you know, I do X, Y, and Z. You know, you make it clear why that matters. You make it clear that you are on their level. Now, in terms of the email template, okay, this first section here was, "Hey, Nick, love your channel. Barry, no BS. Help me get started management consulting. I think I can help you with something and maybe return a bit of the favor and would done me." This next section here is where you flex. I currently work with a 10 mil subtuber, Mr. X, to help him build landing pages. We have made 3 mil in the last month alone. What is this doing? Just as I mentioned earlier, 10 mil subtuber. It implies that well actually it explicitly states that I work with somebody important. Therefore, I am borrowing their credibility. I am important as well. That's my social proof. And then it's also like, hey, this is a YouTuber, right? So, I work with a YouTuber. We have made three mill last month alone. It's like, okay, so I'm like you. you know, I understand the game. I'm a YouTuber. We are part of something. Okay. And next up, we have the offer. Now, this is typically where you have an observation and then what I call almost like a too good to be true offer. And I should really just space this out a little bit more so I could see it better. Um, this is where you make them an offer so good that saying no feels pretty irrational. The whole idea is you want to point out something specific about their situation, some observation, some pain point that they have, some need. And keep in mind here that this is very cold readable as well. You know, if I say, I think you're leaking money right now with your landing page. Like basically every business on earth is going to have a landing page, right? And a lot of businesses on earth are going to think their landing page isn't very good. So when you say, "Hey, you know, I work with Mr. Beast. I help them make landing pages. Mr. X, I help them make landing pages and we've generated three million last month alone." Know there's not a lot of feel, but I think you're leaking money with your with your current funnel. um just the way you've set it up and like the various uh uh I don't know the funnel mapping and whatever um doesn't seem really aligned with what I would have considered your content to be. Okay, so that's your observation and then your too good to be true offer is where you basically present um something that is very formulaic and I'll show you that in a second that has built-in risk reversal. So the idea is the prospect should risk nothing. All the risk should be on you the business owner. A good template for the offer, okay, is I will do X thing in Y. That's not how you spell a Y. Y time or Z risk mitigation. So I will generate you $10,000. Okay. In 60 days or I'll keep working for free until I do. Perfect combination of an offer. Alternatively, I will get you 20 calls, okay, in 90 days or I'll give you all of your money back. Basically, you know, again, it's free. I will do X amazing thing for you in Y amazing short amount of time, or I'll send you a $500 gift card to your favorite steak place. Just let me know where that is. Whatever it is, the whole idea, and I'm going to go way more into depth on this later, is that it just needs to sound really good, really clean, be super quantified, be hyper specific. You're not going to include a range here. I'll make you between 10 to 20k. It's like, no, I'll make you 20k in 2 or 3 months in 90 days or I'm going to do an exact sequence of steps that is very telegraphed that you probably have seen before and understand. And you want them to be like, well, the only situation in which any human being would ever say that to me is if they're very confident that they are good at what they do. So basically the first section here, okay, personalization, that just gets them to say you're not a spammer. The second step here, which is identity. Who am I and why do we give a [ __ ] That tells them who you are and why they should give a [ __ ] this third section, offer, okay, is now, okay, so now that you're somebody and I kind of do give a [ __ ] what can you do for me? And so in this case, I'm saying, I went through your landing page at Maker School and frankly, you are bleeding money, my friend. I'm so confident that even a couple minor changes here could fix this that I bet I could generate at least 100K for you in the next 60 days. I do this 100% upfront, no strings, would ## Crafting Irresistible Offers [50:58] take 5 minutes of your time, and only if I hit 100K would I ask you for a small cap, maybe 15 to 20%. Okay, so here you're probably like, "Well, dude, like am I doing work for free?" I mean, keep in mind that if you want to pitch somebody you've never talked to before in your entire life on like a high ticket deal, you really have to put your money where your mouth is. I'm not saying you have to work for free. Not at all. But you do need to understand this. the lengths of skepticism a person will have and the number of factors that are against you getting on a phone call with them or some sort of video call with them where you can actually explain the offer are so much higher and harder than anything you could have even hoped to imagine if you haven't done this before. That the only way to cut through the noise, the constant torrent of [ __ ] is to have some amazing offer that sounds kind of almost too good to be true that allows you to get on the call and then explain, "Okay, this isn't actually too good to be true. is actually pretty grounded in science and and facts. And I've actually done this sort of thing before. And here's how we've done it. Okay. So, no, you're not working for free, but you do have to offer a guarantee. That is just how it works in any sort of cold ad nowadays. Uh if I had known what I just told you guys right now back in my door to door days, I probably would have made over a million dollars. Uh not just, you know, $15, $200,000. So, uh here's more or less why this matters. Okay. It's because the conversion rate which is expressed as a percentage is basically directly proportional to the perceived ROI that you can deliver times how much trust they have that you can actually deliver the return on investment. Okay, divided by the friction involved in getting started. Okay. And this last point is a little bit more call to actiony based but I'll run you through it regardless. Now, if I'm offering, you know, $10,000 in 60 days and it's a business that makes $10,000, this return on investment is going to seem really big to them. Now, if I do so in a really trustworthy way and I give them a bunch of social proof with actual people's names and stuff like that, you know, the trust at least up upfront on the offer is going to be relatively high. And if I tell them that you don't have to do a single thing, I'll take care of it all for you. It'll just take 15 minutes of your time on a call, then the friction is going to be really low. And do you know what happens mathematically when the numerator is high, the other numerator is high, and the denominator is really low. Well, the number that you end up with is really high, right? The conversion rate's going to be high. Um, you know, if any one of these was reversed, so if the return on investment was shitty, the trust was shitty, or the friction was really high, then I would directly um, you know, slow down my conversion rate by whatever factor uh, those things are. Am I actually doing like math every time I create one of these things? No, obviously not. This is just a way to think about it. Now, another way to think about this is because a lot of people at this point are like, "Well, I don't want to do work for free and stuff like that." Is your offers are correlated to the incomes and the statuses of the businesses that you're working with. What I mean by that is, you know, my business does over $300,000 in profit per month. Okay? That means that in 60 days, somebody's pitching me. In 60 days, I would have done somewhere between 600 to maybe $700,000 in profit. Okay? When somebody says generate at least 100k for you, what they're what they mean is number one, it's not profit, okay? It's revenue. All they have to do is just generate some form of top of funnel, which is much easier than generating actual profit. So that's number one. Number two, if my business would have made 6 or $700,000 in a time period, and the person's coming in offering to fix or improve my revenue by 100,000, all they need to do is they just need to improve the effectiveness of my business by 16%. Right? And if I genuinely have something that is like crazy cracked, okay, like I'm a person that's pitching now and I have some crazy cracked system and I'm actually very confident in my offer. Um, you know, I'm sure I could increase your revenue by 16% or something like that if I if I've truly found a hack in the market and that's why I'm going going to market with this offer. So, for instance, like cold email, like cold email to me is broken and it's broken because I'm quite good at it obviously, but it's it's broken in general because of the distribution and the leverage. if you play your cards right. Anybody can get really good at this stuff really quickly, assuming that they understand some of the principles that I'm talking about here. So, when I go to people and I make outrageous sounding claims like, "I will make you $10,000 in the next 60 days," or, "I will generate you 20 booked meetings in the next 60 days." Meanwhile, they've they've booked one meeting in the last 60 days, so I'm 20xing their funnel. People look at me and they're like, "What the hell? That's crazy." But you understand that like you're doing this in the context of the the industry that ## The Importance of Industry Context [55:26] you're working with. If I'm pitching YouTubers that make5 to$10 million a year and then I make an offer for them saying like, "Hey, I'll help you make $100,000 in additional in the next 60 days and they take me up on that, what's that really?" I mean, if I'm making 100k and then they make five, you know, this is like 100k and that's technically 5 million, right? Expressed as a percentage, this is 150th and then 150th is really 2%. So, what do I have to do over that time period? I just have to increase the effectiveness of their business by 2%. Let me tell you, I mean, as a as a freaking hustler, as somebody that's like been there, done that, who's who's grinded it out, who has that old school gumption, I will find a way to improve the the revenue of this business or the effectiveness of the business or whatever the hell by 2%. And that's even if I didn't have a cracked ass system, I obviously do. Okay, so I don't actually recommend having offers be like financially based. I'm going to talk a lot more about that later, but I just wanted to show you guys here what like a real strong guarantee would look like where somebody's like, "Well, dude, why wouldn't I take the sub 100K?" And then like you're pitching to a bunch of freaking millionaires anyway because obviously you pick your niches, right? Not like a total [ __ ] Um, you know, like even if you don't get them the result, so let's say I make $99,000 for my customer instead of $100,000. You know, some of them are going to be dicks and they're going to look at that and be like, "Yeah, I mean like you missed it by 1K, so I want all my money back." So then you send them their $10,000 back or whatever. You know, some of them will, of course, but a lot of them will be like, "Are you freaking kidding me? You just made me $99,000, dude. I want I want whatever you're smoking, man. I'm like, "Course, get the hell in my business. Let's do ## Hustling for Revenue Growth [56:54] something." Now, in my case, it's usually marketing based, right? Because that's what I do. But, um, in your case, could be anything. It could be implementation, could be newsletters, I don't know. Anyway, I'm getting off topic here. Um, part four is a call to action, which is where you make a specific ask. So, no vague stuff like, "Would you be interested?" or "Let me know your thoughts." Unless you've really like planned this out and you've thought deeply about it. Um, what you really want is you want a specific ask with a specific time because most of you guys are going to want to do calls. So, would you would be open to a 15-minute chat? If so, I can give you a ring at 3:30 p.m. today or before 12:00 p.m. tomorrow. That way, there's just one step between yes and booked. Think about like the loop here. Okay, if I have this, you know, let me use this built-in thing. That's way easier. So, I send person says yes. Okay, I book. That's literally like two steps after the sending. They just say yes. and then immediately after it's like, "Okay, I booked them in my calendar." Now, contrast that with the way that most people do this. What they'll do is they'll send and then instead of saying, "Hey, can I book at whatever time or whatever?" They'll just say like, "Hey, like let me know thoughts." You say, "Cool." Then it's like you're like, "Oh, okay. Well, then can we jump on a call?" And they're like, "Sure." And then you're like, "Okay, what time?" And then they're like, "3 p.m. Thursday." And then you're like, "Oh [ __ ] I can't actually make that cuz I'm picking up my son from soccer practice or something." First of all, notice how many steps are involved every time that you have a step after the reply. Obviously, what's happening is you are leaking. And so, we're Let me just draw it from here. That's a little easier. You're actually leaking like 5% on the conversion right here. For whatever reason, people just aren't going to get back to you because, as mentioned in um a previous part of this video, people have lives and they have a bunch of other [ __ ] going on, right? And so, basically, every single time you have a back and forth, you're leaking like some percentage of the funnel. And um if you're like an average person and you you know an average person trying cold email who bangs their head against the wall and like oh my god this doesn't work. My copyrightiting sucks. Copy is so hard. I'm just going to AI do it all for me. Oh my god that sucks too. Whatever. Like that's that's like 25% right? 25% of your whole lead flow aka 25% of your revenue just disappeared. So if you want to make 25% more revenue, keeping in mind entire industries are built on 25%. Just make a specific ask. I can give you a ring at 3:30 p.m. today or before 12:00 p.m. tomorrow. And keep in mind as well that like a lot of cold email platforms, a lot of uh you know templating platforms, whether it's SMS linked or whatever, um you know, they actually allow you to like insert dynamic variables, usually using liquid syntax, which is quite valuable. All right, so what is the CTA here? Well, it's this section right over here. Would you be open to a 15-minute call if so 3:30 p.m. tomorrow? And then I always I personally like signing off with something. So this is Peter to Nick. This is what that looks like. Okay. All right. So close your eyes. Can you recite those four steps back to me? Pause the damn video and give it a go. In case you guys don't remember, it was personalization. It was who am I and why the hell does it matter? It was offer. And then it was call to action. If you just say that back to yourselves five, 10 times, you do the same thing again tomorrow, you'll remember this formula for the rest of your life. This is very worth doing because, as mentioned, this has made me and my clients over $15 million. I'm sure it's made a lot of other people that I don't even know about who watch my videos and watch my content or maybe the clients of my clients or whatever. Way more than that. Just try and nail this one because it's very straightforward. So, what I want to do now is I want to show you the exact same thing written with even more cold reading. Um, that's pitching a different sort of product. Okay. Obviously, the previous campaign was like YouTube optimization through landing page stuff. This one's going to be a little bit different. Okay. because this is an actual email that I um I rewrote for somebody inside of Maker School, which is my community where I I teach people copyrightiting and stuff like that. And uh you know, they asked, "Hey, you know, can you fix my email?" And then I took a look at it. I was like, "My god, this is like trash. So, I really have to help this fellow." And his name is Mikuel, I think. Um hopefully I'm not butchering his name. Really cool guy. And I ended up just like doing a video on it. So, I figured I'd show it to you guys as well. The copy goes, "Hi, Nick. Love the channel, man. The anti-hype is very refreshing. Honestly, I wanted to run something by you." So in our magic hat, if I pull out one of the four steps, which one is this going to be? Obviously, this is going to be personalization, right? So what am I doing here? Just breaking this down psychologically. Again, I'm making like a really cold ready statement. And it's, "Hey, Nick, love the channel, man." I'm using some sort of like qualifier to make it clear that I'm not like some formal, you know, VC reaching out to whatever. Like I'm I'm I'm I'm a friend, you know? I'm like on your level. Most people will use terminology like this, most men anyway. Um, and so doing this is sort of a way of me signaling that I'm in group. The anti-hype is very refreshing. A lot of people are big on anti-hype. They're like, "Well, my videos are anti-hype. Everybody else's videos are all hype [ __ ] Mine are anti-hype." You send this to somebody, you'll do a pretty good job. Um, the next one is, I wanted to run something by you. And this is sort of like a bridge term. And I just use some bridge term like that so my my email doesn't seem disjointed. But you don't even need that. You could just like cut it out. Okay. So, next up, what you have is you have like the who am I and why do you give a [ __ ] So, who am I? Well, I help retail businesses scale acquisition. I just partnered with Venshin. It's a retail company around the same size as you and generate 85k rev in 12 weeks. Venshin is a retail company around the same size as you. What am I getting from this? I'm getting inroup. We generated 85k rev in 12 weeks. I I missed a Wii here. A wei here would have done even better. But anyway, what else are we doing? We're signaling that like we know what the hell um is up with, you know, retail business acquisition. 85k revenue in 12 weeks. You know, it's not like the craziest amount of money on planet Earth, but assuming that you're reaching out to small to mid-size businesses that make like, you know, a couple million dollars a year, nobody's going to say no to another like 2530K a month, right? That's what we're that's what we're offering here. Okay. So, next what we have is we actually have a really straightforward pitch. And so, this is actually kind of like an inversion of the call to action um offer sequence, but this is really an offer. So we're doing is could I do this for you too? TLDDR. We're using again casual language. I'd fill your calendar with high intent sales calls from prospects who are generally interested in your offer. I do with a scalable cold outreach system I build myself. And then this offer is kind of like this and this over here. Okay. It's going to be our CTA. Um you know I do it with a scalable cold outreach system I built myself. I believe in this so strongly I wouldn't charge a scent unless it generated more than 10k in our first month together. My goal is to make this a no-brainer. I really think I can benefit company one and offer some value up front. What am I doing? I'm teasing 85k in 12 weeks, which if you just do the math here, like that's three months, right? So that's about $30,000 a month. 25 to $30,000 a month. I'm saying 10K. And I'm assuming they're similar size. They might be the similar size. I'm they might not be. I might just be like making some [ __ ] up. If they're around the same size as you, a lot of people will think like, okay, they've done their research on me, which is obviously a positive, and that's one of the reasons why I do it. Um, but yeah, my goal is to make this a no-brainer. Really think I can benefit company. you wanted offers value up front. This is just like some some copyrighting. I'm just trying to make it more casual. Would you be able to do a 50-minute call about this? If so, host 3:30 p.m. tomorrow, 4 p.m. Tuesday. I can send over a Cal invite. If so, just GVE me a shout. Thanks, Muel. What's the GVE here? That's um just a spelling mistake. And you want a spelling mistake somewhere in an email. If you're sending it at scale, you literally want to have like something in your email be like, "Oh, that's cute. You know, this fella made a mistake." I don't know. Generally, I put that at the end after I built all of this trust and offer and stuff like that. And people are like, "Oh, okay." Like, you know, that's fine. and they're willing to forgive me. If I do it at the beginning, some people are just have their heads so far up their ass like, "Oh, you don't know how to spell your email right? Ridiculous." And then they never talk to me again. Go read an encyclopedia or something. I don't know what they do in their spare time. But anyway, the point that I'm making is um this follows that formula. I would consider this an okay email despite the fact that it's pretty long. This is I would consider a better email because it's shorter, punchier, and has more of the things in the in the in the sequence that I like. Um but this is what I'm going to be doing for a bunch of emails later on. I'm literally just going to be like roasting them all and then covering why they're bad and then how you can make them better and rewriting them. Okay, so just to recap because recapping is how you get things stuck in your head. Four steps. The first is personalization. The second is the who am I and why do I matter. The third is the offer and the fourth is the call to action. You need all four. Do not try bending or breaking the rules until you understand them. You know, if I write an email, I might screw around with this just a little bit because I've been there. I've done that. I understand that there are some situations that don't always fall into the formula. I want you guys to know that like 80 to 90% of all situations will fall within the formula. Whether you're pitching through some sort of like LinkedIn DM, whether you're doing some sort of SMS, whether you're literally writing snail mail, packaging it, and sending it to people alongside some, you know, cute little swag box or whatever. All stuff that I've done, this formula works really well. Let's get on to the next part of this course, which is going to be me constructing a bunch of different offers for you that you can either copy and paste or get inspiration from to write your own. Okay, so I've already alluded a little bit to this before, but the way that you construct offers and really the way you convert people into any sort of outcome with copywriting is according to what I will call the offer formula. And I want you to know that everybody has their own version of the offer formula. Any big copyrightiting person or I don't know YouTube guru or whatever will have what they call their offer formula. And it'll probably look a little bit different from what I call my offer formula. That said, if you're ## Crafting Effective Calls to Action [01:06:22] watching my course, you should probably use my offer formula. And to make it really simple, my offer formula is okay. Conversion rate is equal to the return on investment you can convince somebody of times their trust that you can actually deliver that return on investment divided by the friction involved in going through the process of uh you know accepting your offer and so on and so forth. And so very simple formula here. CVR which we can make even simpler just a little percentage sign is equal to the return on investment times the trust divided by friction. Now why is this important? Am I actually going around calculating you know the the math for every single person? Am I like well they trust me 0.5 and the return on investment is $15,000. The friction is one. Therefore the percentage conversion rate is 7,500%. No obviously not. Uh the reason why we use an offer formula like this is just so that we can constantly bring our awareness to the three prime movers, the three things that are actually very very important in determining um you know whether somebody takes you up on it. And I mean realistically there are tiny little other features as well that I'm not talking about here, but they all round to zero. The things that are really the most important are just like what return on investment can you put in front of somebody? What sort of trust can you give them that you will deliver on your promises? And then how does the friction um kind of play into that? So I'm just going to restate it up here. It's just I'm going to use text so that it's a little bit easier to see. We'll say percentage is equal to and then I'll go return on investment times trust that you'll fulfill. Okay. And then we'll have a little divide sign. And then underneath that, which I will draw my little divide sign in a second, we'll go friction in implementation. And I'll put that in brackets, too, just because I like when things look nice. Okay, so restated, our offer formula is what is the return on investment times the trust that I'll be able to fulfill this divided by the friction and actually implementing the offer. Pretty straightforward. Let's go through every single one of these one by one. So what is return on investment really? Okay, in our offer formula, return on investment is just what sort of result are we actually driving? And so an example of a result that I'm actually driving might be I'll book you 20 meetings in 60 days. Okay, this is an example of a result. What must results be? They must be quantified. Meaning they must be written in such a way that there is no ambiguity. Am I saying 19 meetings, 21 meetings? Am I am I giving them a range in 30 to 60 days? Am I am I giving them I'll book you some meetings? I'll book you meetings. These are all examples of things I've actually seen in copy that has been sent to me or copy inside of maker school my community. It needs to be abundantly clear what it is that they are getting. So what is a meeting really? A meeting is obviously like a video call with a prospect. Okay, if I don't make that clear, if it is not clear to my prospect what the meeting is. You know, if I just say, I'll book you 20 conversations, right? What a conversation sort of has a different connotation than a meeting, right? Most people understand a meeting to be what you probably think a meeting is where you sit down, you have a call with somebody or you know, you visit them in their office physically if that's the offer that you're running. Probably most likely call though. Whereas a conversation could be anything. It could be like a reply to an email. Likewise, if you're selling replies, well, then you you write replies, okay? You don't write meetings. Okay? So, quantified, it has to be clear. Then perhaps most importantly, it has to be time bound. Time bounding is really important. Not a lot of people talk about it, but um if you don't have some sort of like definition of done, you won't be able to go to the next part, which is the risk mitigation. Like, I'll book you 20 meetings. It's like, okay, I I'll book you 20 meetings or you won't ## Why Specific Offers Win [01:10:31] pay a cent hypothetically. It's like, okay, so technically speaking, you can book me one meeting this year, 19 meetings in 40 years from now, and you will have qualified for the guarantee. When the hell do I get my money back, man? So, you're going to need some sort of like uh time bound. Okay, so very simple. We have a result right over here. We're going to have some sort of time. And both of these together are sort of like your return on investment math. The next is the trust that you'll actually be able to fulfill what it is that you are offering. And this is where those other things that come before and then after, okay, come into play. So trust is typically built off rapport. Trust is built built off of social proof. Trust is built off of how much they are in your inroup. Okay? How much you can demonstrate to them that you are within their ingroup. And it's also authority. If you're an authority figure, you're highly credentialed and so on and so forth, then the probability that they think you'll be able to fulfill what it is that you're trying to say is probably higher. Like if you're walking down the street and then, you know, somebody's having a heart attack or something like that, you say, "Help, I need a doctor. Is anybody here a doctor?" And some guy says, "Uh, oh yeah, you know, I did my uh, you know, my holistic medicine certificate back in 1992." And then some other guy's like, "Yes, I'm an emergency doctor." you know, it's like which one do you trust will be able to fulfill the offer in this case, which is potentially revive this fella? Probably not like some holistic one-year certificate, but probably the guy that's, you know, trained for god knows how many years and currently works in the emergency department, right? Likewise, you know, if I'm telling somebody, hey, I'll book you 20 meetings in 60 days. Okay? if they're within my in-group, if if they do exactly what it is that I do, if I'm familiar with that and it's clear to me that they're familiar with that, the subject matter of my offer, maybe I'm some managed service provider that does some specific IT thing, some Linux installs on like uh servers and, you know, I make it clear that I know how to do the same thing. Obviously, I'm going to trust that that they'll be able to fulfill this more because they're within my niche. They they pro they've proven themselves to have done this before. Likewise, if it's literally like, "Hey, by the way, last week I booked 96 meetings in one week for a managed service provider who I've been working with for the better part of the last 3 years. Uh, you know, after starting my own managed service provider practice or or firm, you know, obviously you have tremendous amount of social proof there, right? And it's like, oh, okay, they've not just delivered this result before, they delivered many, many more times this result as well." So for instance, in a dental campaign that I'm running, um you know, our actual offer, the quantifiable result that we are willing to drive is actually very low compared to what we have proven that we can do in the past. And we've set this low partially because we also have sort of like an onboarding cost to this. Um so there's some cost per acquisition or cost of acquiring a customer math there, but also more so we can literally say like this is no big deal to us at all. like we can we can get 10 new patients in your door in the next 30 days for like full uh uh you know new patient exams NPEs. Uh they'll pay full price. Um you know we'll we'll get them in with like the lowest possible offer, some little toothbrush and and we'll do it all for you in the next 30 days from the time of this email. By the way, last week we generated 109 and it's like oh wow okay so 10 in a month versus 109 in a week. Like wow you I trust that they'll probably be able to fill this tiny little pidley thing. So in-group authority, social proof and rapport, all very important. Okay. So just to clarify here, the offer bit is I'll do whatever thing for you in whatever time or whatever risk mitigation, which I'll talk about in a second. Okay. The trust that you'll fulfill is really built before and after. Um so the trust you'll build you are building is done in like the social proof section, which is a little bit earlier on or you know it's done throughout the offer simply because you're deciding to put your social proof in the same section. But regardless, like these are all components that you need to have. Okay. So, the way that you maximize your conversion rate is you deliver a really high potential ROI right here with the offer. Then you give them a lot of trust that you'll be able to fulfill it by aligning and rapport, social, proof, in-group, and then authority. And then finally, that last piece is friction implementation. This is where you make it really easy to start. And so, if you think about it, you know, I could have the best most amazing offer in the world. Maybe it is. you know, I'll book you 20 meetings in 60 days for um I don't know, like a private equity firm. Now, keep in mind, some of these companies are willing to pay up to like several thousand dollar for a single meeting. And it's like, I'll book you 20 in 2 months and you've had an average of like one a month for the last like year. It's like, holy [ __ ] you're literally going to 20x my pipeline in two months? It's like that's worth like $40,000 and you're going to do it for me upfront guaranteed or I give you all the money back? That's wild. Seriously. It's like, yeah. Um, the only issue is in order to start, you need to give me your firstborn son. Well, am I going to want to say yes to that offer? I don't know. Maybe I don't like my firstborn son. Billy, go ahead. Uh, no. I'm obviously not going to say yes to that offer, right? If I'm like, hey, you know, we'll do this for you, but it's going to require an intensive 10-hour workshop where like we sit you down and walk you through how to do all this stuff in your business. Technically, despite the fact that it's free, it might be free like at face value, but I'm still spending in terms of my time and my and and my energy. And so you're spending the friction. And so what you want to do is you want to make it really, really easy to start. Okay? So the way that you make it really easy to start is you say terms like,"I'll just need 15 minutes of your time over a brief call once at the beginning somewhere in your email. We won't have I can't spell for the life of me today. we won't have to talk and talk again until I deliver all 20 meetings or something like that. Okay. All right. And then in addition, so this is sort of like making it really clear what the time bound and then the extent of involvement is. In addition to these two things, you also can make it really, really straightforward to start by saying something like the lines of, "How does 3:30 p.m. today sound?" I can give you a ring at insert number here or send you a one-click Google Meet invite. These make it really easy to start because all I have to do if I'm interested is say yes. Then I've defaulted into the action path of this guy's going to give me a ring, add whatever this number is. If the number's wrong, it's really easy for me to just type in the real number and say, "Okay, call me here." If that time doesn't work, it's really easy for me to be like, "Oh, can you do 4:30?" And if that doesn't work, it's or if all of this stuff does work, um, I know I'm going to get a one-click Google Meet invite, right? So, I just say, "Okay, send me the invite." And so, there's like basically zero friction there. And then most importantly of all really okay um you know if I don't generate you let's say 20 meetings in 60 days you don't pay a scent like really a big chunk of the friction is like okay so how much money is it and it's like oh you don't actually have to pay a scent unless I achieve you this massive crazy outcome and so in this way the risk mitigation is a part of minimizing friction so I mean you put all that together right and I'm not going to include the personalization step here but assuming you have some sort of like, you know, personalization up top. And I'm using typical liquid syntax for variables, which you'll find very often in cold email campaigns and stuff like that where you have like these two little um uh curly brackets. Okay? It might literally be like, I'll book you 20 meetings in 60 days or you don't pay. It'll take just 15 minutes of your time over a brief call once at the beginning and we won't have to talk again until all 20 meetings are delivered. How does 3:30 p.m. today sound? I can give you a ring at insert number here or send you a oneclick Google Meet invite. To be clear, I am so confident in this that if I don't generate you 20 meetings in 60 days, you won't pay a cent. Thanks. Okay, so this right here could actually work reasonably well assuming your personalization is fine, right? Hey Pete, love your channel, man. Big fan of X, Y, and Z. I know you mentioned in a previous video you wanted to bump up the lead genen and as somebody that currently works in B2B outbound think I have the solution for you. I'll book you 20 meetings in 60 days or you don't pay. I know you're busy so it'll take just 15 minutes of your time over a brief call once at the beginning and we won't even have to talk again until all 20 meetings are delivered. To be clear, I'm so confident in this cuz I do it every day that if I don't generate you 20 meetings 60 days, you won't pay me a scent. How does 3:30 p.m. today sound? I can give you a ring at 608299-4393 or I can send you a oneclick Google meet invite. Just let me know. Thanks, Nick. Dress it up however the heck you want. But this is like this is really how you tie together the offer with friction minimization um as well as obviously maximization of perceived return on investment with the 20 meetings 60 days. Okay. And I mean I don't just use this formula in offers to be clear like I use this exact formula here throughout everything. I use it in the sales process all the time. you know, if I'm having a conversation with somebody in sort of a sale context, right? It's like a I don't know B2B AI growth implementation project, right? Which is uh stuff that I do basically at least every couple of months now. So my whole goal is just to demonstrate a big return on investment. It's like, okay, so how big is the need that this customer has? And when I say need, it's like, how much money is this currently costing them? And it's like, okay, if I can figure that out, then I'm like, okay, how much money would they be making if I solve this? And so now I have both the um direct expense and then I also have the opportunity cost. I stack those together and it's like, "Hey, I can make you 5x that." Now, as a business owner, somebody says, "Hey, I can make you 500% of your money in 60 days." You're thinking, "Holy [ __ ] that's a wild return on investment. I couldn't get that in a million years in the freaking S&P 500, but I'm going to get 500% in 60 days." That almost sounds too good to be true. And then it's like the only other two factors that apply, okay, once you've established the return on investment are like, okay, I mean, if this offer is so good, can I trust that this man's going to deliver it for me? And then like, you know, if this offer is so good and I can trust that this man will deliver it for me, like what do I have to do in order to get started? Like chop up my left nut and serve it to him on a platter. Pardon my crassness, but that's more or less it, right? And so that's where the return on investment comes in. Um, and it's not just a factor of like outbound marketing. It's obviously very important in sales. That's where the trust that you'll fulfill comes in. And it's not just a factor in outbound marketing. It's also in sales. And that's where the friction and the implementation comes in. You just always want to make things as easy as possible. Whether it is over the course of an email, although it is over the course of, let's say, like a more lengthy sales sort of encounter, whether it's a call, whether it's something else. Okay, so this is sort of the thing that underscores the vast majority of what I consider to be successful offers. This is the same offer that I currently use, same offer formula that I currently use in my inbound product, Maker School, in case you guys are curious. So, I mean, like, uh, I don't know, last month, we're probably going to do somewhere between 230 to 250,000 in Maker School. And the main reason why it works so well is because I literally have an offer that says you get your first paying client in 90 days or your money back. Um, this is not just an inbound thing. Obviously, like outbound is tremendous. This is tremendously valuable in outbound, but I also want to show you the supplies for inbound. Um, you know, I've just been using offers ## The Offer Formula Explained [01:22:05] since basically day one. And then another reason why offers work so well, which I'm just going to call final point before we talk some more examples and whatnot, is offers basically 3x your top of funnel. So if you think about it, we went from 100% okay to 300% revenue immediately at a cost of around 10% of your margin because realistically there will be some situations which you cannot fulfill the offer. And so what we're doing is we're going from 300%. Think about it 270%. We're taking 10% of that off. And so what it is is before you have an offer, the math is something like, you know, I made 100%. So I'm making whatever I'm making now. Then after it's like, okay, I'm now making 270%. And so it's like 2.7x total profit. Would you say no to this? I wouldn't say no to this. Why not have an offer? Why not have a guarantee? I mean, it's just free money on the table. Sure. I mean, you know, you're going to have to put your whatever on the table, but that's how you get anything done in life. Okay? I'm not going to continue trying to convince you to have an offer. Obviously, you know, that offers are important and something that you need. From now on, I think what I'm going to do is show you guys how to establish a good offer um with this really simple example and then just make it more and more complicated over time. And then I'll just show you like 20 examples. Well, maybe not 20. I'll show you guys probably between 5 to 10 examples of ## Real-World Cold Email Offer Examples [01:23:41] offers you could realistically use. Okay. So, what I have next is just a giant collection of offers. I'm not going to pretend these offers are the best. We're going to deconstruct some of them side by side. I'll show you guys real offers that I've used in my own business. Um, leftclick as well as in 1 second a copy, which I've killed over $90,000 a month, as well as a bunch of uh big firms that I've worked with that have launched. Either the exact same offer or a slightly different offer that I've obiscated for uh privacy reasons. But yeah, I mean, I got I got a ton over here. Um, the first is Legion. So, I will guarantee you 20 booked sales appointments in the next 60 days or you don't pay, no strings. Just say yes and I'll get started. pretty simple and straightforward offer, right? Hopefully you guys see how all these components come together. To be really clear, the way I'm going to do this is uh for stroke, I'll have red be the um let's just make a little legend over here. I'll have this be the outcome and then the green over here will be the time and then the um let's just do blue over here will be the risk mitigation. And this is basically going to be like the guarantee. Okay? And I want you to I want you to know and notice that like not everything is going to follow this exact structure. And that's okay, right? Not everything needs to, but okay, I will guarantee you 20 booked sales appointments. Okay, so what is the outcome here? It's obviously 20 booked sales appointments in the next 60 days. So the next 60 days, then what is the guarantee? Or you don't pay, no strings attached. Just say yes, not get started. This is obviously something that is supposed to reduce friction. Although, um, despite the fact that I ran this up and I used this to generate over $70,000 one month, I would not actually recommend just Say Yes campaigns as of the time of this recording, just because I find people are kind of tired of that. Okay, here's one for a live chat software that a customer of mine was selling. I'll build a worldclass live chat widget on your website. So, what is the outcome? I'll build a worldclass live chat widget on your website. Okay? And there's actually more to this than that. At no cost. I won't charge you anything until you get your first 10 paying clients. So, notice how we're deviating from the simple sort of oneline thing and we're actually sort of splitting our offer now into two outcomes. The first the the real outcome is the 10 first paying clients, right? But we're going to do that through a world-class live chat widget. So, if you think about what are they getting? They're getting both the 10 paying clients. They're also getting the worldclass live chat widget. You know what else is as well? Despite the fact that I pressed on time so much, um this doesn't actually have a time. Why? because it's sort of like self-liquidating. I won't charge you anything until you get your first 10 paying clients. Making this completely risk-free. So, is I won't charge you anything until you get your first 10 paying clients. Realistically here, the reason why we don't need a time is because we're not actually charging them anything. When we get them the outcome, which ideally we want to do really quick, we we charge them. But that's how that business model works, right? Which is quite different from, you know, this very standard one that you saw up here. Okay? And this is like quite a different one. The rest of them them are going to be quite more templated, but still I wanted to show you just how wild these things can get. What's the outcome? First of all, no cost and then completely risk-free. And I won't charge you anything. So to be clear, it's free. It's free and then it's risk- free. We're just making it really really clear and we're sort of driving it home. Okay, cool. Proposal system. I will build you the same high converting proposal template that's made company for 5 mil in the last 2 months. I'll do all the work up front. Only if you like it, we'll ask you to work with me. just say yes and I'll send you yours within 48 hours. So hopefully this is pretty clear. Instead of selling some sort of like revenue based outcome, what we're doing now is we're selling um we're giving them a product. And so the product in this case is the same high converting proposal template that's made company over five on the last two months. Ideally company is like a recognizable company that they would know. And so in our case it was like a company that was in the niche that you'll be reaching out to. So basically everybody knew where the company was. That's why it's actually valuable. Um, and then what what else are we doing here for time? Okay, the last two months is not the time. What the time is is within 48 hours. And then the way that the offer works here is I'll do all the work up front. Meaning that you don't need to do anything and only if you like it will I ask you to work with me. And so what are we doing here now? We're basically doing like a variant of like a satisfaction guarantee offer. We're just not pitching it as like satisfaction guaranteed. You know, basically what we're doing is we're saying we're just going to do this thing for you completely for free. do it all up front and only if you like it will I actually ask you to pay me. Just say yes and I'll send you yours within 48 hours. They ask you to work with me here. It's doing some heavy lifting but it's really just like pay me, right? Okay. How about SEO audit? I mean like very few people are doing SEO audits now. But just to be clear, you can I'll run a full SEO audit on your site. Show you exactly which pages are losing you traffic completely free. Okay. So I'll run a full SEO audit on your site and show you exactly which pages are losing you traffic. The time is over here. Just say yes. I I'll have it in your inbox within 24 hours. Sorry, I meant uh green here. And then blue is completely free. Okay, let's check out this one. This is a little bit more standardized. I'll build you a Google Ads campaign. So, what are they going to get? A Google Ads campaign that I guarantee will generate 50 qualified leads. 50 qualified leads in 30 days. You don't pay a scent. Just say yes and I'll get it live this week. So the outcome is obviously the Google Ads campaign. Okay. What is the time? It's the 30 days. Okay. Or you don't pay a scent is basically it's going to be free unless we achieve this outcome. Just say yes and I'll get a live this week. And then also from like a time perspect I got to be able to like hotkey this stuff cuz it's starting to get annoying. Um is going to be right over here. Content writing. This is a real offer I ran for one second copy. It was integral in scaling us to92 $2,000 a month. Just send us a title, okay? And we'll give you a completely free 500word blog post on the topic. No strings attached. Oh, little bit different format, right? What are they getting? Completely free. Well, really what they're getting is they're getting a 500word blog post on the topic that they send. Okay. The time period, and I think I might have actually taken this time period out, would be something like in 48 hours. So, let's not just change everything, please. We'll go green. And what exactly is the guarantee? Well, the guarantee is that it's completely free and all you have to do is send us a title, which is a friction minimization framework. Okay, let's keep grinding this out. CRM. I will build you a worldclass industry CRM ## Analyzing Cold Emails That Convert [01:29:47] at no cost. I'll pay for it all myself. Do all the work up front and only if you like it will I ask you to work with me. Just say yes and I'll send you a link within 48 hours. I will build you a worldclass industry CRM at no cost. This is the outcome, right? I will build you this. You can also sort of make this the outcome if you want. You know, the fact that I'm paying for it myself, although obviously I'm not actually paying that much money because I have infrastructure to take care of it. What's the time period here? Time period is within 48 hours. And then what exactly is the guarantee? I guarantee I'll pay for it all myself. I'll do all the work up front and only if you like it will I ask you to work with me. You guys see how these are all following similar sorts of structures despite the fact that some of their guarantees and some of their outcomes and times are all over the place. Okay, this is a campaign I ran for uh one of the dental companies that I used to work with. I'll give you a completely free entry into program which will let you fulfill your 20 CME credit requirement at no cost. Just say yes and we'll send over a private invite link. Okay, I'll give you completely free entry into program. Now I um you know I took out the actual program itself but this program like has a time right so this program is specifically only taking place at whatever time period and they they know it because it's like a program that's relatively common or popular in the industry. So, um, despite the fact that you can't see a time here, this is sort of, uh, sorry, green. Um, this is also a time. And then really, what's the guarantee? It's no cost. Just say yes, I'll send a private invite link, which to be clear is another thing that they're getting. And I try and be really granular with this stuff, right? Like people wouldn't consider this a deliverable, but my deliverable is it's a private invite link and free entry into a program, which will let you fulfill your 20 CME credit requirement at no cost. Some people have to spend a fair amount of money to like sign up to courses and stuff and do that, right? We can now do that for you for free. Okay, email marketing. Send me your last three email campaigns. I will rewrite them for free. Plus, I'll show you exactly why the new versions will convert better. No strings. Okay, this is free. So, the guarantee is sort of um intertwined with that. And it's one of those selfi liquidating offers where it's free, so I don't make money until they ultimately do the thing that I want them to do. And so, we do have some friction here on the send me three last email campaigns. No strings, though. just jumping around a bit because I don't want to do all of them obviously, but this web design one can be pretty good. I'll redesign your homepage for free. What are we doing? Well, we're sending them a mockup within 72 hours and they only pay if they absolutely love it. Alternatively, we could say you only pay if you get 5% higher or more CVR. Okay, if our CRO works. So, if it's not super clear here, it is I will do X thing for you in Y time. Okay? or Z risk mitigation. Okay, so this is the outcome. This was the time. Then this over here was the basically like your guarantee, your like risk reversal etc. It becomes pretty clear and obvious how formulas like this work when you get hit over the head enough times with them. And I'm not going to go through the other 30 or 40 over there. Obviously, there's no need to. But hopefully you guys see that all we're really doing is we're just playing around with this theme. The most important thing I've come to realize with cold email and stuff is most people believe that you have to like just use pre-existing super high quality winning email templates. And I mean like email templates make your life easier for sure. They definitely do. Don't get me wrong. But you don't need the template. What you need is you just need this system. Because a template that you use once may work for like a week or two weeks or a month or a year or whatever, but eventually it'll stop working because that's just how the market works. But a system has a much much longer lifespan. If you use a template, okay, this is a famous NYX graph coming at you. You know, if this is how well it works and then this is time and this is the letter C because I didn't spell success right. The way that a template, which I will do in red here, works is, you know, you'll start using it, it'll work really well, and then it'll stop working really well. And that's just because the market will get used to that template. The way a system works is a system basically belines it up and then works really, really well for a really long time. Why? Because a system can produce a million different templates. And because as long as you're constantly iterating on the templates themselves and you know you can apply a little bit of your human reasoning to it or even AI reasoning which we'll talk a little bit about later. Um you can do really really cool things. You can use these systems to produce templates that basically nobody else would have thought that you know you could you could produce. And so all I really did to create a big you know list of winning campaigns um was I didn't just like copy templates. I learned the underlying system and then I could produce any template. And that's the difference between, you know, strategies and tactics. You know, everybody loves these because, oh my god, you know, here's a free lead magnet which shows you exactly what I sent to make $50,000. It's like, oh my god, I could just send that make $50,000. But tactics don't work anywhere near as the higher level strategy. The strategy is the system. The tactic is the template. And as we know that the templates don't work. So focus more on like higher level strategy. If you understand this, if you understand the strategy, you can understand any template. Okay, now that hopefully you guys understand how offers work and you know what's kind of going on under the hood there. Let me show you guys how I would apply all of this to fix up a ton of mid to terrible cold email campaigns. Okay, so I've gone ahead and scrolled through my email inbox and then generated a big list of a bunch of different cold emails that I've received. I think I'm going to keep this section here to cold emails just cuz it's pretty simple and straightforward um you know to do the same format over again. But I want you to know everything I'm going to talk about with you guys now is going to equally apply to like the SMS section, the uh LinkedIn section and so on and so forth. Okay. Okay. So there are multiple things that you can use to assess an email. The first is you know like the name. So Maria for instance. The second is obviously the um subject line. So loved your fastcast strategy. The third is the messages that come in. So hey Nick, totally understand these bigger pivots sound exciting. And so on and so on and so on and so forth. And so I just want you guys to know like as I'm roasting these emails and then rewriting them, you guys can improve the quality of your outbound emails in three ways. Um by improving the subject line and the sender, by improving the title, by improving the uh sender, by improving the subject line, and then also improving this teaser, which tends to be I don't know like if we counted this up character wise, how many is that? Is that about 100 or so? You know, some other ones have longer ones, right? But um this is probably somewhere around 100 or so. So, if you guys can get your first 100 characters down to a place where it's pretty good, then kudos and awesome for you. All right, let's start with the very first one here from this fellow car Charlie Crabtree, which is pretty cool. And what I'll do is I'll just open up a Google doc. And inside of the Google doc, I'm going to have like the old copy and then the new one. And then I'll just supply this as basically like a part of, you know, this course that you guys can use to go through. And so, we'll call this cold email roasts before and then after. And then what I'm going to do first is I'm just going to copy in Charlie's email. First I'm say quick question Nick paste this in. Why don't we just make this an H3 which is a heading three to make it clear this is the subject. Okay great. So first things first um you know we do have to assess it based off using our fourstep copyrightiting formula, right? Is this like something that follows our four steps? What you'll find actually is like a lot of the time they do. Um and I think this one basically almost does. Let's take a peek. I think to make this way easier, I'm actually just going to put up all of these and then actually have the copy right over here. I think that makes more sense. Let me just zoom in so you guys could see it. Okay, so now that I've reset this up, basically the way I'm going to assess these emails is I'm going to assess them based off of these principles of why people would say yes to a message from a stranger. And then after I've assessed it, I'm just going to go through and then I'm going to rewrite the email according to like my four-step copyrightiting framework. And you guys could see how we could take this and then, you know, ideally make it better. But I do want you guys to know that like I can't test this against the original cuz I don't I'm not like the one who sent the original. So ideally anytime you have a hypothesis about whether or not something would work, you wouldn't just like think that it would work and it wouldn't just sound nice. You'd actually go and need to send it, right? There may be a situation here where one of the emails that um you know I rewrote might actually perform worse, right? There's just no way to know with the market. Uh I'm quite confident in my abilities, so I don't think that would happen. I'm pretty confident I'd realistically absolutely crush every single one of the emails that I uh I'm seeing here. But still, you know, the recommendation and and my take on it is always just like, don't listen to your opinions. Listen to what the market tells you. Okay. All right. So, the email itself is quick question, Nick. Nice. So, they got my name. Hi, Nick. I know you reach 290K months solo in the school games. Very cool. Maker School provides incredible value, but it could offer even more. Imagine if your members had 24/7 access to you, acting as their personal mentor, always ready to help. This is now a reality. I build custom AIs for school communities that provide hands-on training and exclusivity. It has trained specifically in your resources and on your unique voice. Happy to show you how it works over a 15 casual 15-minute video call. How does Thursday 10 a.m. sound best, Charlie? Well, Charlie, I'm not seeing anything here that tells me that you are giving. What are you giving me? A casual 15-minute video call. Is that really you giving me something? I don't think that's you giving me something. That's you taking something away from me. You've taken away 15 minutes. It's nice that you build custom AIs for school communities and whatnot, but why is that relevant to me? I'm not seeing any sort of realistic value here. Um, you're making me do a lot of like mental work in order to come to the conclusion that this thing is beneficial for me myself. Be much clearer and easier if you just let me know that this has made money in the past because ultimately as a business owner, what would I give a [ __ ] about money? So anyway, uh, he's not giving first, so I'm not getting any value there, right? Uh, micro commitments. Is he starting with a small ass scaling up naturally? I mean, yeah, he's he's doing a 15-minute video call, so that's pretty good. Actually, I'm going to make this an X. What the heck am I doing? So, he didn't do give first. He did do micro commitments. And um how's he doing on social proof? Does he show specific name numbered results? Not really. I mean, there's me, but that's not social proof. Authority. Any authority here? No, I'm not seeing any authority. How about rapport? I mean, he's using language like very cool. Casual 15-minute video call. I'd say, you know, rapport is like okay, but there's no shared context or anything like that. though scarcity create legitimate urgency with real capacity time constraints. Okay, I'm not seeing anything here that would make me feel scarce. You know, he's almost getting to it here where he's saying Maker School provides incredible value, but it could offer even more. Imagine if your members have 24/7 access to you acting as their personal mentor always ready to help. I think this could have been a good angle where he would have essentially pitched me on the fact that I only have so much time and you know there are a bunch of other communities that are growing shared identity. Has he established any common ground, same industry challenge values? No. So, I mean, like just looking at this kind of quantifiably, he's done basically I would score this like a one out of seven. I would consider this to be a pretty shitty email. And I don't say that to absolutely hurt your feelings, Charlie, whoever you are, you handsome, presumably handsome gentleman. I just think you could have done a a much better job. Okay, so why don't I show you guys how it works? I'm not going to touch the subject cuz I think the subject's fine. Like, quick question, quick cue, 290K a month solo, whatever. Like, you know, that's fine. But let's rewrite this. Hi, Nick. I know you reached 29K a month solo in the school game. Very cool. This is this is okay, you know, like I think there's some realistically like some grammar that he's missing. But imagine if instead, okay, you segmented your audience and you knew that you were talking to men, which is fairly straightforward to do with some filtering. So huge work on the 290K and I'll say around, you know, maybe greater than 290K a month solo, man. school games. We're lucky to have you. Okay, so that's going to be my personalization, which is step one out of four. Next up, you know, we've answered the question, is this person a spammer? If they're saying huge work on the 290K month solo manual games, we're lucky to have you. Odds are probably not a spammer. So, the next question is, who the hell is this guy? Right? So, here we'd probably rewrite instead of this is now a reality. I would just cut straight to the chase. I build custom AIS for school communities that provide hands-on training. And I think what he's really wanting to do is probably just build custom AI coaches. That's probably the simplest way to say what it is he's trying to go for. So I build custom AI coaches for school communities. Here we're going to need some social proof. I work with a few of the top 20 right now, assuming that he is. Maybe he isn't, in which case we wouldn't be able to use this obviously, but we do need some sort of social proof. collectively over $500,000 a month in revenue and train them specifically on your resources and unique voice. Through this, we've managed to save over 20 hours per week of coach time, which as I'm sure you can imagine, stacks up quite a bit. Okay, great. So, what are we doing here? We're doing two things. We are quantifying what the social proof is. Okay, so we're turning that X into a yes. And uh now we're also um making it really clear what the value is. Okay, the return on investment is here. 20 hours per week of coach time, which I'm sure you imagine stacks up quite a bit. Now what we need to do is we need to imply, okay, that we can do this for them. I'm very I am confident I could save you a tremendous amount of time with your school community. modest amount of time on your let's just say working on your school. Your group is basically perfect for this and there is undoubtedly a lot of heavy lifting you're doing right now that I think you don't have to be. What am I doing? I'm using casual language here and I'm hedging to make it seem as if I actually know who this person is despite the fact that I'm just sending a mass template. And now it's time for uh the offer. Okay. Can I put my money where my mouth is? Could I build you an AI coach in the next 7 days? And if it doesn't save you, you know, 5 hours per week or more, maybe I want to put my money where my mouth is. Will you let me build you an AI coach in the next 7 days? And if it doesn't save you 5 hours per week or more, a high quality AI coach in the next 7 days, 100% in your tone of voice. If it doesn't save you 5 hours per week or four, you wouldn't pay a scent. You wouldn't have to do anything to get started other than just send me an invite to your school. I'll handle all of the rest in the background. Let me know if this is worth your time. If so, could show you how it works over a casual 15-minute video call. Can call can ring you. I don't want to use call twice. 10:00 a.m. today or Thursday? Best Charlie. Okay, so let's just reread the before and then the after. Hey Nick, I know you reached 29K a month still in school games. Very cool. Maker School provides incredible value, but it could offer even more. Imagine if your members had 24/7 access to you, acting as their personal mentor, always ready to help. This is now a reality. I build custom ads for school communities that provide hands-on training and exclusivity. The as trans specifically in your resources and unique voice. Happy to show you how it works over a casual 15-minute video call. How does Thursday 10 a.m. sound? Best Charlie. This one here is from Ultra Ego Charlie, the AI coach version of Charlie. Uh, and it's a lot more personalized. Hi, Nick. Huge work on the 290K month solo, man. School games were lucky to have you. I build custom AI coaches for school communities. I work with a few of the top 20 right now, collectively over 500k month in Rev, and train them specifically in your resources and unique voice. Through this, we managed to save over 20 hours per week of coach time, which I'm sure you can imagine stacks up quite a bit. I'm confident I could save you a tremendous amount of time working on your school. Your grip is basically perfect for this, and there's undoubtedly a lot of heavy lifting you're doing right now that I think you don't have to be. This is all cold reading. I want to put my money where my mouth is. Will you let me build you a high-quality AI coach in the next 7 days, 100% your tone of voice? If it doesn't save you 5 hours per week or more, you wouldn't pay a scent. You wouldn't have to do anything to get the starter other than just send me an invite to your school. I'll add all the rest in the background. Let me know this is worth your time. If so, could show you how it works or a casual 15-minute video call can ring you 10 a.m. uh today or Thursday and then maybe we'll sign it off with a thanks man. You'll see this sort of casual qualification is really important. Now, I'm I'm a I'm a man that sends to other men for the most part, ## Transforming Cold Outreach Strategies [01:46:12] right? Um if you are a woman sending to a bunch of other women to try and sell them something and even if it's even tangentially related to, I don't know, femininity or something like that, you know, you could absolutely use language like, "Yo, girl, hey girl, stuff like that." And uh that it would it would crush as well. But okay, this is the before and after. And hopefully you guys see just how easy it is to take something that is kind of mid and then just apply the four-step copyrightiting framework to turn it into something that probably a lot better. So, I think what I'll do here just because I want to be able to like run this every single time, I'm just going to move this over here. Then I'll delete all these. And now you can see, are we giving? Yes, we're giving. Why? Because we're offering to build them a high quality AI coach. So, that right there, my friends, is what we call a check mark. Uh, are we asking for micro commitments, casual 15-minute call? Absolutely. Are we presenting some sort of social proof? Absolutely. Are we demonstrating authority? Yes, I work with a few of the top 20 right now. Are we generating rapport? Okay, school games. We're lucky to have you. This is very casual. It's very real. Yes. Um, are we building some sort of scarcity? Well, what we're doing really is we're suggesting that this person, myself, is is spending a tremendous amount of time working on my school. There's undoubtedly a lot of heavy lifting you're doing right now that I don't think you have to be. This isn't really direct scarcity necessarily. What we're doing is we're basically saying, "Hey man, you only have a certain amount of time in your day. You're pissing it away right now and we could fix it with this system." So, I mean, I probably could have done a little bit better creating some sort of legitimate urgency. Um, but this is still all right. Shared identity, establishing common ground, same industry, absolutely with school, same challenge, same values, 100%. Um, so I mean like I'm not going to just grade myself and give myself 100%. And I think I did okay. Probably like an 80% or so in, you know, 2 minutes. But, um, yeah, much better on all fronts. Next email from Imran over here. You see a major problem is this email tracked with Mailswuite because he's adding this to his email to pitch me. We're not even getting into what what he's actually pitching me. Um, you know, I'm immediately thinking, okay, this guy just sending me some spam email, right? His subject line is the word thumbnail approach and it says, "Hi, Nicks arrive daily updates. I'm Imran Jame. I was checking your YouTube channel and watch a few your videos. The content's very informative. I noticed the thumbnails are decent, but I feel they could be more eye-catching, get higher clicks. So, I'm a thumbnail designer. If you want, I can make one upgraded thumbnail for your next video for free. No pressure at all. Just tell me the topic of your next video and I'll handle it. Thanks for your time." Then he has his uh, you know, little signature down here. Where is it? Oh, even it doesn't even have a signature down here. Actually, it doesn't even say Amar on. It just uh says email tracked with Mailswuite. Thanks for your time, Mailswuite. Okay, so why why don't you use things like Mailswuite? Um you you can use them. I just wouldn't ever have an opt out on my email. Some people are like really, you know, riskaverse and stuff like that and they think they need to put optouts in every email. I can understand why, but uh if you're getting information from LinkedIn, in my humble opinion, that's legitimate B2B coms and I'm not really worried about stuff like that. So anyway, the big tell for me is honestly just cutting that out. Um what are some other horrific aspects of this email? Um that he's falling prey to like one of the big issues with templated um you know copy paste variables which is just like when he scrapes my YouTube name it says Nick's drive daily updates. So this probably works for like more than 50% of them because more than 50% of the people he's pitching sorry because they're probably like name their names right like my main channel this would have worked. Hi Nick, right? Still the last name's kind of weird, but hi Nick Sarif is better than hi Nick daily updates, but hi Nick daily updates. It's like my name isn't Nick Daily updates. My name is Nick. And you would know this immediately if you watched 30 seconds of my content. Hell, if you even just like made it to my page, right? You'd also know it if you built a better scraping system. Another issue here is the fact that he put the comma before the name. That just seems weird and it makes my name seem templated. Okay, next up. I'm Imran J. I mean, like, kudos to you for announcing yourself, buddy, but like, it says it right here. Why do I need to read it here and then read it right down here? Do I really need the same thing? You're just wasting my freaking time and characters. I was watching your YouTube channel and watched a few videos. The content is very informative. So, I was checking a YouTube video, watch a few of your videos. Like, personally, I just think this is way too long for what it is. Like, you could have just said, I watched a few videos, right? Same thing. The content is very informative. Nice try on the cold reading, so that's good. You know, the guy's trying to like make generalized statements that would apply to me, and that's awesome. I notice the thumbnails are decent, so he's pretending to have seen my thumbnails and I can respect a hustler when I see one, but I feel they could be more eye-catching to get higher clicks. Same thing, right? The reality is like all YouTubers will probably think so. So, your content's really informative and your thumbnails are decent, but I thought they could be more eye-catching and get more clicks. Most people are going to be like, "Yeah, [ __ ] my content is decent and man, this guy must have clearly watched my shit." Um, you know, like assuming there weren't other issues in the email, I'd probably think that. Okay, I'm a thumbnail designer. If you want, I can make one upgrade a thumbnail for your next video for free. No pressure at all. So, I mean, it's good. He's he's giving me something for free here. But, I mean, I'm a thumbnail designer. Is that really the best you could do? Really? Is there anything else that you could say? I want you to know that who you are is not like the the the the work that you do. Okay. Who you are and why it matters are the people that you've worked with in the past and the social proof and authority that you could claim to your name. So, I'm a thumbnail designer is weak as hell. No pressure at all. Just tell me the topic of your next video. handle it. What are we What are we missing here? We're missing a time constraint. Thanks for your time, Mail. Sweet. Okay, so if I were to rewrite this email, obviously, assuming I have access to the resources to not screw this up so badly, I probably go, "Hey, hi, Nick." And assuming I have no personalization, no AI stuff could be, "Love your channel, man. Have watched so many of your videos." Uh, my girlfriend says I listen to you more than I listen to her. Well, if you got a message like this, what are you thinking? You're thinking, "This is a real person, right? We have something funny. We have voluntary disclosure of information. We got a lot of shit." So, love your channel, man. I've watched so many of your vids. My girlfriend says I listen to you more than I listen to her. Lol. I make thumbnails for for a few creators around one to two mil subs right now. Maybe we could say I don't know if we're trying to like dress it down. I'm not here to pitch you on paying me or anything. Just noticed your thumbs were leaving some money on the table. Idk how much? But if your CTRs aren't consistently Now we're we're using YouTuber language here. Why? Because it's creating a sense of shared identity. Are consistently hitting, you know, 7 to 8%. I don't know how much, but I imo your CTRs probably aren't consistent 78% because of minor placement issues and stuff like that. I really like your stuff as mentioned putting it on the table here. I would will love to make you a 100% free thumb for a pre-existing or new video. I do this in 48 hours. You just send me over over the title, some bullets, and I give it to you at no cost. Why? because I want to show you some value upfront. I think I can realistically help you in many ways. This just being one, but I know you have to bring food to the table if you want. I know you should bring food to the table if you want to eat. No pressure at all. Just send just let me know if you want to take me up on this and I'll shoot it over. Delete that. What was this guy's name? Imran. Okay. All right. So, what we had earlier was, "I'm J. I'm checking your YouTube channel. Watch for your videos. The content is very informative. I notice the thumbnails are decent, but I feel they could be more eye-catching to get higher quality clicks. I'm a thumbnail designer fella, and I'm going to leave it at that. If you want, I can make one graded thumbnail for your next video for free. No pressure at all. Just tell me the topic of your next video and I'll handle it. Thanks for your time with Mailsweet. The upgraded version is, "Hi, Nick. I love your channel, man. I've watched so many of your vids. My GF says I listen to you more than I listen to her. Lol. I make thumbnails for a few creators. One or two mill subs right now collectively. I'm not here to pitch you on paying me or anything. Just noticed your thumbs were leaving some money on the table. I don't know how much, but IMO, your CTR is probably aren't consistently hitting 78% because of minor placement issues and stuff like that. I really like your stuff as mentioned. Putting it on the table here. I'd love to make you a 100% free thumb for a pre-existing or new video. I do this in 48 hours. You just send me over some titles and bullets and I give it to you at no cost. Why? Because I want to show you some value up front. I think I can realistically help you in many ways. This just being one. Just let me know. Uh but I know you should bring food to the table if but I know I should bring food to the table if I want to eat. No pressure at all. Just let me know if you want me to take want to take me up on this and I'll shoot it over respectfully, Iran. So I mean like you know just sort of quantifying it here. Um what is this doing? This is giving, right? Like we're actually offering to give them something which is nice. Um we're giving micro commitments. The micro commitment is literally just like send me a title and a topic. So very small. Uh we're demonstrating social proof of the one to 2 mill. We have authority here as well because we're working with big boys. These two are pretty tied. Rapport. That first line does that job really well. Um scarcity. The whole idea is you basically just want people to think they're losing something. And right now um we're making them feel like we're losing they're losing something. Then shared identity. We're on YouTube. We're we're using terms like CTR, subs, right? Thumbs. These are all pieces of language that people would use if they're really in my industry. And so, not to toot my own horn here, but I think this email would perform reasonably powerfully. Obviously, the big outstanding things are, do you have a reasonable case study with one or two mill subs? I want you to know though, case studies are a lot easier to make than most people think. Uh, most people have some sort of background experience that they can weave and turn into a nice sounding case study, at least for marketing purposes, with, I don't know, just a couple of hours of work. All right, next one here from Kashif. We have, "Can I send in all caps?" Uh oh, rough stuff. I'm just going to take a peek here. And I noticed that Kashif is unfortunately falling prey to, let's see, what was the subject line? Hi, Nick Automates. He's fallen prey to the same sort of problem that we had earlier. And that's where people just scrape your YouTube title. Hi, Nick Automates. Congrats on getting 35K subscribers. That's awesome. This is actually pretty good. I mean, congrats on whatever achieving some goal. That's awesome. I mean, if I wasn't, you know, so goddamn in tune with this stuff, I'd be like, "Oh, wow. Maybe he's real." I watched your video, uh, sorry, quote, "Use this advanced Cloud Code prompt to get 10x better results from your AA agent." Great topic. I think your videos get more watch time in the first 60 seconds were faster and more exciting. We helped a creator grow from 29K to 61K subscribers in 4 months. We tested different editing styles and used the one that kept people watching longer. If you want, I can send you two to three editing samples of our work, some thumbnail examples, one simple idea you can use right away to grow faster. capitals. Can I send? Thanks, Kashifam. All right, so what did this fella do, right? Well, he's offering to basically do some sort of giveaway. One simple idea you could use right away to grow faster. You know, the way he's pitching it almost makes me feel like it's something custom for me, even though it's obviously not. Um, so that's good, right? So, if you think about it, like right now, what he's doing is accomplishing sort of that that give first. He's also doing the micro commitments because he's being like, can I send? He has some social proof here. We helped a creator grow from whatever to whatever, which is pretty good. And then, I mean, he's trying to do the rapport. I give him like a 0.5 on that. Okay. He's trying to establish a sense of shared identity, but I'll be honest, I don't really I don't really get that. The reason why is cuz he's not actually mentioning like who he is or what he does. It's literally just like we helped a creator immediately. It's like, okay, like why just dive right into that? So, I mean, this, believe it or not, is actually a much better email than before. um just avoiding the fact that he absolutely screwed the pooch with Nick automates. But imagine if it was like, "Hey Nick, congrats on hitting 35K. That's awesome." Okay, you'd actually do do okay. I'd say the big issue is really that plus this. I see this trend a lot, but um people will often put like quotes around a variable or they will actually like they'll bold it or they'll do this. If you do this, I know you're just scraping this from the internet. Why would you add special formatting to a variable? The whole idea is you want the variable to seem as if it's built into your email as if I wrote it myself, right? Your issue is you're using quotes. Why would you use quotes? Don't do that, man. I mean, like, if you know somebody's like in AI, okay, there's so many ways you could very easily just like make a make a thing. I watched your last Cloud Code video. It's like, oh, you know, if you scraping uh creators that make AI content, odds are they probably have a cloud code video, right? You could you could just do this over and over and over and over and over again and you don't even need any sort of AI based personalization. You you know people would 100% eat that up. So anyway, we're going to remove the subject line. But obviously don't screw that up. And and by the way, what are some quick and easy ways to do this? This is wild, but you can literally just like procedurally you could just any data source you're scraping just take the first word. Hey Nick Sar. Hey Nick automates. Hey Nick Sar daily updates. If you just took the first word there it would all be hey Nick. And odds are if there's a space in the word, it's because the space is their name. Okay. Alternatively, it's something like leftclick ink. Well, what happens if you take the first word? Well, now at least you're you have my company name, right? So, just take the first word. Hey, Nick. Congrats on 35K, man. That's awesome, bro. Right? You can do a bunch of stuff like that. Awesome work. been with you since the OG days and it's great to see you get some traction. Much deserved traction. Okay. I watched your video. Use this advanced clip. I watched your last Claude Code video and loved it. Extremely valuable. But to make a long story short, I think you could get much more watch time if you made the first 60 seconds more engaging. Now, this is out of left field. Acknowledging the fact that they don't know who I am, and I'm making sort of a a claim here, which might upset them. I work with a bunch of YouTubers right now. One of my channels, one of my clients just went from 21K to 6 29K to 61K subs in 4 months. We tested different styles and used the one that kept people watching longer. I'm even using a lot of his copy. I know you haven't or am aware you haven't heard of me. Willing to prove it. Can I send you? Okay. And then it's like, okay, like what what are we actually doing here? Two to three editing samples of our work. Nah, you can't lead with that because this is obviously templated. A couple of thumbnail examples for you. Now, they're going to think that this is unique, which means I'm going to get at least one micro commitment even if I am sending a templated thing. An idea for your next vid. I scraped a bunch of other clawed code, right? We're just going to reuse the same variable here, claude code idea, uh, claude code YouTubers, and have a couple of cool takes for you. two to three editing samples of my work. Let me know. Thanks, Kashif. All right. So, what are we doing here? Um, number one, if I just delete all of these, how are we scoring? Basically, well, we're giving, right? We have the giving down over here. And I'm actually giving a fair number of things. Uh, we're establishing micro commitments through giving something and then having the person obviously just leverage up and ratchet up from there. I have some social proof because of the 29K to 61K cuz she already had this which is nice. I have some authorities because I work with a bunch of different YouTubers and I'm also borrowing their authority by saying we I'm building rapport with a brief personalization. Been with you since the OG days. The hell does that mean? Also, I don't even know because there there's no way to verify that or anything. Basically, you're just saying I've been with you for a while. Scarcity. Um, you know, I'm establishing that they are losing money because they don't have a simple thing fixed. And then shared identity as well is like we tested different styles, used the one that kept people watching longer. So pretty straightforward fix there. Hopefully you guys are starting to see a lot of the same trends over and over and over again. Right. But see you later, Kashie. All right. Next up, Grove AI War Room set up as a service, which I think is just terrible. But um I know this is being sent from some agent mail at somebody trying to be really cool with AI agents. I just want to show you guys and talk a little bit about why I think that's total trash. And then what I'll do is I'll actually take the uh the title as well. So to make a long story short, there's somebody emailing me trying to pitch me on like some AI automation service. Uh the subject line is Nick Spacem. You scale to 72K a month with automation. Here's the next level. The reason why this immediately is like very jarring is because I mean there's a few reasons. one, human beings just don't really talk like this, and there's just so many LLM isms in the um email itself that like just it just crushes any hope of somebody actually taking this seriously unless they're 90 years old and they've never gotten an AI email before. So, Nick space M-space, you scale to 72 came out with automation. Here's the next level with a period. Hey Nick, 72 came out with Maker School by teaching automation. You clearly understand what systems can do. What about running your operations with AI agents instead of just teaching others about automation? I'm Grove, an AICO running a 10 agent operations system. Each agent specializes in one domain and they coordinate autonomously. Research, sales, marketing, finance, content, engineering, ops, brand, strategy, and coordination. For Maker School, this could work two ways. Run your own ops on AI agents content distribution student pipeline financial tracking. White label the war room setup for your students. A new revenue stream teaching AI ops. 500 bucks for a single agent starter. 25,500 for the full 10 agent setup. You teach automation, but this is automation that runs itself. And then they even link me. Grove ASEO war set up a service and then for whatever reason I also have their email. All right. So I mean like what am I getting here? Nothing. So they fail the give first, right? I don't get anything. I just get a landing page which just takes my time. What sort of micro commitments do I have here? Hey, do you want to spend $500? Is that a micro commitment? No. In general, I would never put a price in an email uh for any sort of service like this. What sort of social proof do we have here? I'm an AI. Okay. Any anything else? Have you done any of this for anybody ever before? No. Authority? Well, I'm actually going to think less of you since you're a robot. So, if you brand yourself as a robot, you're not going to do anywhere near as well as if you brand yourself as a human. Just adds up. Rapport. What sort of rapport? I mean, like, you know, obviously we have the attempts at rapport here, but it's so AI bullshitty. It doesn't really make any difference. We don't really have any scarcity. And I'll tell you what, explicitly calling yourself a robot does not give me a shared sense of identity. So, how do we make something like this better? Well, first of all, we got to just cut all the links. You can't have links in cold emails, just to be clear. Um, it's not recommended to have them even like SMS. It's not really recommended to have them even on like LinkedIn messages. Um, although if you do it low volume enough, you can you can do okay. And the reason why is because spammers and scammers use this, right? Scammers and spammers will say, "Hey, you know, your bank account needs a topup. Uh, you're running low and you're on overdraft. Click this link." And then it takes you to like some page where you put in your username and password and they steal your credentials. So, Gmail hates that. Outlook hates that. And in general, you just don't want to link in any sort of email. But you know, a couple other things we could do here is remove the email address as well. Okay. And then not brand it like a freaking robot. So, hey Nick, so you came up with Maker School by teaching automation. You clearly understand what systems can do. What about running your ops with a instead of just teaching others about automation? Full disclosure, I don't think I'm going to make this email great. I think I'm going to make it okay, passible. Um, hey Nick. So, we need some sort of like, you know, introduction basically. Um, that also personalizes. Hey, Nick. No, you guys are crushing it at Maker School. By the way, I didn't hit 72K month with Maker School. I had 72K month with left click. So, I didn't even get that fact right. Um, maybe I'll just say, "No, you guys are crushing it at left click. Nice job on or like huge work on this 72K big roll model of mine." Okay, so you have something that you could scrape from publicly available information. They have any sort of revenue data. Huge work on the 200k. Huge work on the 400k. Huge work on the 1 mil. I know. Uh I get you clearly understand what systems can do. As somebody who has been scaling outbound teams with AI agents recently, I believe there is some value you're leaving on the table. And I just implemented and I just ## The Power of Giving [02:07:54] biggest one being let's just say 250k a month. I believe there is some value leaving on the table. TLDDR agent operating systems are extremely high ROI. I don't believe you talk about or probably probably use them right now as they're fairly new. In short, there are OS agent OSS out there that spawn specific agents in different domains and do things autonomously for you. research, sales, marketing, finance, content engineer, ops, brand strategy, strategy, etc., I want to build you a white label offer where we roll these out for your clients. as mentioned very high ROI but ## Understanding Micro Commitments [02:09:17] I'd work mostly on commission as mentioned very high ROI and confident this would crush I am so and I'm so confident this would crush I'd guarantee you at least 50k in added topline revenue you or I'd work for free until I got you you this 100% attributable. Any interest could show you in around 15 minutes can call today around noon or tomorrow 3:30 p.m. That's easier. or I'll send a Google Meet link. Thanks. And we're just going to pretend this person's name is Grove and we're going to delete the rest. Okay. Uh so also the subject line is trash, so we should probably redo that. Nick, you scaled a 70k month with automation. So, I'll just say Nick, great job on the 72K month. I'm going to add two exclamation points here to make it seem like a real human wrote that and made some mess up. Nick, maybe we'll do ## Analyzing Effective Email Strategies [02:10:44] Okay. Hey, Nick. I know you guys are crushing at a left click. Huge work on the 72K. Big role model of mine. I get you clearly understand what systems can do. As somebody who's been scaling in outbound teams with a agents recently, biggest one being 250k a month, social proof, I believe there's some value you're leaving on the table. TLDDR agent operating systems are extremely high ROI, I don't believe you talk about or probably use them right now as they're fairly new. In short, there are agent OSS out there that spawn specific agents and different domains and do things autonomously for you that spawn a whole org chart that does things autonomously for you. research, sales, marketing, finance, content, engineering, op strategy, etc. I want to build you a weight label offer where we roll these out for your clients. I'd work mostly on commission. As mentioned, very high ROI and I'm so confident this would crush a guarantee ## Personalization Techniques That Work [02:11:27] at least 50k at topline revenue. I'd work for free until I got you this 100% attributable. Any interest? Could you train in 15 minutes? Can call today around noon or tomorrow 3:30 p.m. if that's easier or I'll send you a Google Meet link. Say can send you a Google Meet link. Thanks, Grove. All right. So, uh, a couple things that probably stand out here. There is a section where I say mostly on commission. This is valuable because it implies that you're the sort of person that drives outcomes through aligning incentives and then makes a ton of personal upside based off of the upside of the client, right? And in practice, you don't actually need a lot to say this. Like what you could do is you could just add some sort of revenue share component to your offer and as long as you make 51% based off of that then you could say you work mostly off commission and then you could pitch them using this get all the upside of like a supposed potential commission offer and then also reap in all of the uh upside of you know when you pitch them on the other 49%. This allows you to more or less double dip. Um it also gives because I'm offering 50k in added topline revenue or work for free. That's a good offer structure. Uh we have micro commitments in place because it's a 15-minute call. Obviously, it doesn't have to be 15 minutes. You could scale it up to as long as it takes. Usually, if somebody's really interested, they'll stay on the call. You have social proof here because you're associated with $250,000 a month business. That's not very hard to do, by the way. That's a $3 million a year business. You know, your local mom and pop flower shop might hit, I don't know, half of that. Um authority, you know, you're somebody that does work with AI agents and it's a big company. Scarcity, sorry, rapport. Uh you have an okay line. This personalization I consider kind of mid. It's like a seven out of 10. Um scarcity. Again, we're we're suggesting that there's value they're leaving on the table, although I wish we could quantify that more. I believe there's some value leaving on the table is less valuable than I believe you're leaving 10 to 20k a month on the table. But that's just going to depend on how much money they're making. What you could do, and what I've done before, is I've actually just like taken whatever revenue signal I can find, and then I've just like said, "Hey, I think I can make you another 20k a month." Um I basically scale the revenue based off of their current revenue. So if they make 100K, I say, "Hey, I can make you 20." If they say if they make 200, I say, "Hey, I can make you 40." And then I just trust in my own abilities to be able to improve revenue by at least 20%. Okay. Shared identity, establishing common ground. Yep, that's what the Agent stuff can do. I've been scaling outbound teams to a agents, too. Biggest one being 250k a month. Um, you know, obviously I'm establishing that. And then I think the subject line's way better despite the fact that we have two exclamation points. Uh, keep in mind that like a game here is actually purposefully screwing up your emails a little bit so they think it's a person. Then the issue is this person just sent me three more emails like back to back and they're just all [ __ ] right? Like this is this is not going to work. So, as crappy as it is, um, you know, not that good. Okay. And then this fell over here who I don't actually know if it's real or not. I mean, like if I was sending out campaigns like this, I would 100% rate in the exact same way that he did. Um, but uh, he's sending me some pitch on some app. So basically what it is is he's supposing that he's trying to gather feedback for an app of his, which is a good angle to take for people that like, you know, like especially creators and stuff like that. They're high up and it's like, "Hey man, I just really want your opinion. You made a really big impact on my life." And stuff like that. You could pitch them like this with the feedback angle. And then what you could do is on the page, you could actually give them like a really really sexy thing. Um like give them an offer. By the way, I noticed X, Y, and Z. Can I make you some money? Well, because they've already micro committed to giving some feedback. the probability that they'll, you know, actually work with you is so much higher. Okay, so N alt for less technical folks trying to gather feedback. Hey Nick, I just refound some of your content and have benefited from your videos before. I'm interviewing with a small AI team building an automation platform for low and non-technical folks even lower bearer with an extra R entry than N. Perfect for many of your followers. Hoping to find some folks like yourself in the space to test the product free and answer my short survey, which will hopefully help me get hired. It could also be good content for your audience or just a fun thing to try that's a bit different from other platforms. Passing the user research survey link here and hope you're able to try it out, Ivan. Then he actually sends me a link, right? So, if I double click, you know, if I click on this, this is obviously a lovable app. I think this might actually be a type form. That's so interesting. I don't know if this is a type form or if you just set this up, but anyway, then he uses what is clearly anthropic inspired design to pitch me and ask me some questions. And uh yeah, like the thing that's weird is he sent me this from a Gmail, but um if he actually did custom handwrite this, then this is a very very poor icebreaker, very very poor personalization. So kind of here, like you know, obviously he's looking for something that's a little different from what other people are looking for. And that's why I selected it cuz um I wanted to show you guys just all the different things you could use cold emails for. But like what is he giving me here? He's giving me nothing. What's he doing micro commitment wise? Passing a user research survey link. Well, do you know how much time it would take me to actually do this thing? I mean, like, this is pretty long, right? Part one of three. Terrifying. I have to add all this freaking context here. I have to enter so much information. I'll try the platform in the middle. 15 to 20 minutes. Oh my god, that's terrifying. So, no. I mean, like, I don't I don't really think he's giving me anything with that. He's just taking more time away from me. Social proof, he he downplays it. Small AI team. Why you downplay it? He's working with other people. I mean, some of these people could be important. If he's working with a team on AI stuff, odds are they probably have some like worthwhile experience where they worked with somebody is blowing up right now, right? Authority, none. Rapport, some of it. I mean, like this is okay, but I want you to know this is, as mentioned, quite a poor personalization line. How about scarcity? I'm not seeing any scarcity here at all. Hey, it could be good content for your audience. When people pitch me stuff like this, it's literally like, hey, could you do something for me? It's like, why would I do that for you? This doesn't make any sense. Do you have any idea how much money people are willing to pay for videos like this? like uh you know I get pitched $25,000 offers to like make YouTube videos on on tools. Obviously I don't do it because I don't want to like sell my reputation like some you know person in a brothel a couple hundred years ago. Um but the point that I'm trying to make is like this is a very valuable service, right? Making videos on it. You could make videos. It's like oh wow that's a really simple and easy way to establish that we do not have a shared identity because you do not understand sort of what's going on in my head. And then obviously he's adding a link down below. So, I mean, like, you know, this is like a zero out of seven email. It's pretty poorly written. Sorry, Ivan, but uh, you know, we could definitely make it better. So, I mean, honestly, I could just copy and paste the same intro that I've done for this one here, and this would work really well. And you could send this to any YouTuber for anything. I'm sure tons of people probably will after this video, so I don't know, maybe you can't, but um, right now it works really well. Uh, I'm interviewing with a small AI team. I'm work I'm interviewing with an AI team. I don't know a 10 mil plus AI team in San Fran. we or there I guess if you're interviewing with them building automation platform for non-load technical folks even lower barrier entry than NAD but just as powerful and I think I have something that's that would improve the lives of many of your followers. Okay, so what are we doing now? Now we're actually aligning incentives. I care about improving the lives of my followers. I I presume most people on YouTube Maybe they don't actually, but you know, in my case, this is something that's important to me. So, that's me establishing a sense of shared identity. Okay. And I think I have something to improve the lives of many of your followers. I'm hoping to find some folks like yourself in the space to test the product free and answer my short survey, which will hopefully help get me hired. So, let me just take a look at this. Thousand a,000 in free credits on the platform. So, what is a,000 free credits in the platform? Okay. 30 bucks, 50 bucks. I'm hoping to find some folks like yourself in the space. So, no. I look up to you and just, you know, commissioned $50 in credits. Would you be interested at all to test the product for around 5 minutes and let me know what you think? you would a be getting something potentially useful for your YouTube channel ## Crafting an Enticing Offer [02:19:38] really out of the box. You'd be a be getting something potentially use for your YouTube channel since it's interesting and novel and b potentially helping me get hard. Okay, let me know it's called XYZ. And you know if Ivan has to add a link linking it here, then I would actually add a link, but I would do so really bluntly and overtly. I'd also thank for my time. Cool. All right, cool. Letting you guys see this now. The final product is, "Hey Nick, love your channel, man. I've watched so many of your vids. My GF says I listen to you more than I listen to her. Lol. I'm interviewing with a 10 mil plus AI team in San Fran. They're building a really out of the box automation platform for no non/l low technical folks. Lower bar entry than an end, but just as powerful, and I think I have something that would improve the lives of many of your followers. I look up to you and just commissioned you 50 bucks in credits. Would you be interested at all to test the product for 5 minutes? Let me know what you think. You would a be getting something potentially use for a YouTube channel since it's interesting and novel and b potentially helping me getting get hired. Let me know. Oh, it's called XYZ twin and I'm linking it here. Thanks for the time, Ivan. Do I think we could have done better with this? For sure. But what are we doing? We're making it really clear what just happened. I gave you something. Me giving you free access to this app. Like that's something, right? So, we are giving first. We have micro commitments. Since I make this out to be really, really small. And maybe the first page is really small. By the way, you know, if I'm doing this, I would go back to the app and I would eliminate this. And then I would also instead if I have a time I'd say five minutes up here. Okay. I wouldn't add part one of three and stuff like that. Just to be clear. I mean that's just like unnecessary. You're just making it way harder for yourself. So give first micro commitments. I have social proof a little bit with this 10 mil AI team. This is kind of convoluted of an email anyway cuz he's interviewing with them, right? Kind of weird, right? Still um he has a little bit of authority working with an AI team even though 10 mil isn't all that much for that industry. He's building some rapport up top. You know, there's no real scarcity. Although I'd lose $50 in credits. $50 in credits expires end of week. Would he be interested at all to test the product for 5 minutes? Cool. So, this actually now solves all of these problems. Then finally, shared identity. You know, he's working with an AI team, which is kind of cool. And obviously, he watches a lot of my videos, so he probably speaks my language and stuff. You know, he's still including a link in the email, which is unfortunately going to tank his deliverability over time, but maybe he's only sending this to 10 or 15 people. Who knows? Point that I'm making is though, you can just copy and paste this to 10 or 15 people and you get 10x the results of what he just sent. All right, this is a sponsorship email and there are a lot of people that could do really well here, but unfortunately like they just they can't really seem to hack it. And it sucks because I was actually thinking about like starting my own sponsorship agency a while ago uh because I'm like, man, I would crush in this space. People here blow. Anyway, so what are the problems here? Uh paid collaboration. This is actually like a pretty cool software platform, I'm pretty sure. Right. Yeah, like I'm pretty sure this is like a Yeah, this is like a website builder and it's kind of neat. So, yeah. Anyway, it's a cool platform and stuff, but uh the way this email was written is quite poor. Hi, no personalization. We're looking to partner with tech creators for short form collaborations on Tik Tok real shorts. Runnable is an AI platform that turns a single prompt into finished slides, websites, and videos in seconds. We'd love to understand your pricing for a three video deal. We're also offering 100% affiliate rev share for the first two months in every paid signup. Best team Runnable. So, I mean like is this giving me anything first? I mean, they're pitching first two months in every paid sign up and stuff like that, but they're not really giving me anything, right? Micro commitments. Anything here? Pricing for a three video deal. I mean, like, um, kind of, I guess, you know, just send me the pricing and we'll talk. Social proof. Uh, it's like mediocre social proof, I would say. Obviously, this is like an established company, but they could have done way better. They could have said, you know, we've raised XYZ dollars. Hey, you know, we've made all this money. Hey, we've had all this success. And I'm pretty sure they have cuz uh to me that's almost like a it seems like a household name, right? Man, what a what a name. So, no, they haven't done any social proof. They could authority, they missed out on that. Zero rapport. Scarcity, none. Shared identity, none. So, I mean, like this is pretty poor. It's like a one out of seven, right? And it sucks because whoever's running Team Runnable is really just leaving the ball on the table here. You guys could be printing, folks. Printing. Let me show you how I'd rewrite that email to a creator. First of all, whatever they're using to scrape here, just scrape the creators and then their their names because all of the creators that would be interested in pitching this right now literally just all use their names. It's like Nick's Wrath, right? Um, not going to name any other names, but yeah, you know, it'd all be Nick. So, anyway, you keep in mind if I'm reading an email, okay, and then it's from Runnable, you know, it's like a big company, like I'd actually see it in the teaser, right? So, hi Nick from Runnable. We want to offer you money, right? Like I mean the subject line could literally be like instead of paid collaboration, Runnable literally be like, "Hey, Nick, Runnable wants to send you money." I mean, like that is that is just way better way better of a pitch than paid collaboration Runnable, right? Anyway, um, hi Nick, we absolutely love your your channel. So, no BS and straight to the point that um I don't know, you're a common lunch topic or something like that. Let's say you're pitching people above 10,000 subscribers. That's an entirely possible thing to say. Um topic over lunch at the Runnable HQ. Well, I Okay. And it's better to use I language than we language here. I would love to partner with you. Cutting to the chase, I would love to partner with you. You may not know us if you if you didn't know us already. We an AI platform that turns a single prompt into fully finished slides, websites, and videos in seconds. basically your all-in-one marketing tool. Basically unall-in-one marketing tool that stops you from having to jump around 10 tools. I don't actually know 100% if that is the total value proposition on a Tik Tok real short would be willing to offer generous rates. If you don't know us already, we're a platform K. Cool. And we'd be extremely valuable for your audience. I hope this comes at a great time. Would you let me know your pricing for a three video deal? I'm also I don't even know if I do this because now I'm just giving away my hand on the negotiation. So, I'd probably just not I hope this comes in a Would you let me know your pricing for a three video deal? If you're interested and keen, we can sort out a collaboration before the end of the week, assuming I'm sending early on in the week. Best, you know, Peter at Runnable. Okay. And maybe Peter is like the marketing director. So, now it's, "Hey, Nick, Runnable wants to send you money. Hi, Nick. We're absolutely love your channel." So, no BS is straight to the point. You're a common topic over lunch at the Runnable HQ. Lol. Cutting to the chase, I would love to partner with you on a Tik Tok reel/short. Would be willing to offer generous rates if you don't know us already. Where an ad platform turns a signal prompt into fully finished slides, websites, and videos in seconds. Have raised, I don't know, 10 mil, whatever amount they've raised. Have raised 10 mil. Basically, an all-in-one marketing cool that stops you from having to jump around 10 websites. And in my earnest opinion, we'd be extremely valuable for your audience. Would you let me know your pricing for a three video deal? If you're interested and keen, we can send out a sort out a collaboration for the end of the week. Best Peter Runnable. I guarantee you this probably has like a like a 2% uptake. This over here would probably have like a like a 5 to 10% uptake. And if you're running any sort of like affiliate agency or whatever, like give give this a try. So, why does this work so well? It gives because we are ## Enhancing Email Engagement [02:28:09] pretty much the only thing we're missing is some form of giving. Um, and probably the best and easiest way to do this. If you're interested in Keen, I can send you I don't know $250 in Runnable credits today and we can sort out a collaboration for the end of the week. There we go. That That looks great. So, now that we have that, what are we doing? We're giving first with the credits. We have micro commitments because we're just asking for a deal. We have social proof because we've raised some money. We have authority as well. We're a big company. We have rapport since we're chatting about, you know, speaking about them over lunch at the Runnable HQ. I'm not seeing tons of scarcity in my own campaign here. That's usually one thing I forget, but that's all right. And then shared identity. You know, we have a shared sense of identity because we're like an AI platform and you know, this person's in the AI space. And we're talking onetoone, right? It's like mono here. It's Nick to Peter, Peter to Nick. It's not, you know, the the runnable team, right? So whether or not you know you guys are working at like a big SAS company or whatever, you can apply the same sort of approach to whatever outbound campaign, whether it's like selling a service, whether it's selling a physical product, whether it's fundraising, whether it's looking to partner with people via some sort of sponsorship or affiliate, whether it's selling thumbnails. I mean, like hopefully you guys see it's all basically variance the same stuff. All right, Nick at 1 second copy from Peter at morningside.info. All right, so what's going on here with this? Well, there are a couple things. The first is uh I don't actually run this company anymore. We had to shut down. So, that's obviously a red flag. Second is seems to be like a lot of weird spaces here. H. Third, he didn't actually name the uh the company, right? The C here is capitalized. I'm not sure where that came from. Who knows? Maybe he meant to do that. And then fourth, Nick at 1 second copy. Hi, Nick. Are you in charge of marketing/growth and one second copy? We support companies refine their value proposition, align marketing and sales handoffs, and put simple funnel attribution in place, CAC, LTV, conversion drop offs for teams like one second copy. This often means improved conversions, shorter sales times timelines, and a clear end toend funnel through better sales and marketing alignment. Open a quick 50-minute chat. Thank you, Peter. I'm just going to cut this a little shorter because I don't like how it's all over the place. He also has a very illustrious email signature you guys can't see. Kind regards, Peter Beller, the managing partner at Morningside Adviserss. I'd probably just go thanks Peter personally, but hey, who knows? Maybe Morningside Advisors mean something different to them than it does to me. Uh, all right. So, first of all, hi Nick. Are you in charge of marketing growth at one second copy? I understand why he's doing this. He's doing this because it's like a very easy pitch to make. Um, are you in charge of are you the decision maker of a thing? And then I have a very easy, if you think about it, micro commitment because he could just say yes and then it's like yes, I am. Why? Big issue. This doesn't make any sense. We were support companies refine their value proposition. What what does that even mean? I was squinting at it earlier if you guys couldn't tell. Uh and it's just cuz it doesn't make any sense. So, we support companies in refining their value proposition. And also, what is that? We support companies in refining their value proposition. That sucks. Also, why is it a Wii and not an I? I want to talk to you, Peter. I don't want to talk to your company. So, Hine, are you in charge of marketing growth at One Second Company? We could we could take this angle. Um, you know, it's just not going to sound as good, and that's okay. Why why don't we just ask that? Hi Nick, are you in charge of marketing/growth at 1 second copy? Rather than overcomplexifying the hell out of all this stuff, I'm just going to say I build we build sales systems. I've been following you guys for a while. I build sales systems for five mil to $10 million a year marketing companies. To make a long story short, it's salesfunnels attribution. I think my chicken's going bad. One sec. Right. So, this is currently very complicated. We support companies refine their value proposition, align marketing, and sales handoffs, and put simple funnel attribution in place. Despite the fact that as a marketing company, I will know what this means. I'm writing it basically like PhD level for like a grade three audience. So, first thing I'm going to do is I'm just going to add some personalization. Uh, love your design, by the way. Short, simple. Is it going to convince 100% of people? No, it's going to convince like 50% of people. Yeah, which is much better than what we currently have. Love your design, BTW. um reaching out because we help a very similar company right now and ideally it would be a some sort of marketing company XYZ marketing 5 mill a year with their funnel in the last three weeks we've generated around $50,000 I do this primarily because I help a very similar company in last week's we've generated. Cool. I do this primarily via um simple funnel attribution. Basically, I help you figure out your CAC conversion drop offs and then fix the leaks. I am given how similar you are to my past clientele. I'm very confident we could help you. Given how similar you are to our past clientele, I'm very confident we could help you guys. So much so that I'd be willing to guarantee you 10K in the next 60 days or you don't pay. I know this is the first you're hearing of me and I'm cognizant you may not be entirely comfortable the prospect of working with a stranger but I've done enough research to know when there's an opportunity and given the size of your funnel I think I could crush it for you totally hands off no strength things. We'd only need to talk once for around 15 to 30 minutes and I'd take care of everything else in the background. I don't know how the hell I'd actually fulfill this offer. To be clear, I don't even know what their offer is though, so hopefully you'll forgive me for having some latitude. Let me know if this makes any sense at all and I c and I'll give you a ring whenever is convenient today or tomorrow 3:30 p.m. question mark and I'll just say thanks Peter. All right, so what's going on here? This email is obviously way longer, right? And um a pattern here has been that I've made most of these emails a little bit longer. And I want you to know it's not because I actually think you need long emails. It's just the way that these emails are written before I do the change is they're extraordinarily vague. They're they don't have any like concrete offer. And so if I am to rejig the email without just writing a whole entirely new one myself, um I have to maintain components that they have pre-existing and then I also have to write my own. But um in in these guys cases, I think I think it's actually necessary because it sounds like they have a pretty complicated offer. Well, it doesn't even sound like they have an offer. I mean, they're just saying open to a 50-minute chat. But it sounds like they have a pretty complicated thing. And um I feel like it's when you sell something really complicated, you have to like really work the customer up to something like this. You have to build a lot of value. So now the email goes, "Hey Nick, are you in charge of marketing/growth at 1second copy? Love your design by the way. Reaching out cuz I help a very similar company right now, XYZ Marketing, at 5 million a year with their funnel. In the last 3 weeks, you generally via simple funnel attribution. Basically, I help you figure out your CAC LTV, conversion drop offs, then fix the leaks. Given how similar you are to our past clients, I'm very confident we could help you guys. So much so that I'd be willing to guarantee you 10K in the next 60 days or you don't pay. Know this is the first you're hearing of me and I'm cognizant you may not be entirely comfortable with the prospect of working with a stranger, but I've done enough research knowing there's an opportunity. And given the size of your funnel, I think I could crush it for you. Totally hands-off, no strings. We only need to talk once for 15 to 30 minutes and I take care of everything else in the background. Let me know if this makes any sense at all and I'll give you a ring whenever is convenient today or tomorrow. 3:30 p.m. So, you know, we're taking this super kind of Spartan thing with just the name, right? And then we're actually adding a lot more context. We're making a little bit more personalized. So, how's the scoring? I mean, like, you know, technically we do give because we're willing to do the offer. Uh, technically we have some small micro commitments where you only need to talk once and that's it. We have a little bit of social proof with the 50k and then we also have the authority with the marketing company we work with. The rapport is very minimal here, right? I mean, this is just a question and then love your design, by the way. But campaigns like this have worked and I've done them before. Um, we're lacking the scarcity here, but we do have a sense of shared identity because, you know, we've generated around $50,000. So, I'm going to give this rewrite like I don't know, 7 out of 10 realistically. This next email was hilarious because I have no idea what it what it what it even means to say, but um you will find a tremendous number of emails just like this out there nowadays, unfortunately, cuz people just don't get like the the idea of cold. Um, Nick, slow pacing kills retention before your best content even lands. Still happy to show you what a tighter cut looks like. Free on your next video. Interested. Best read on. And now that I'm actually thinking about it, this person's probably sent me another email before, which is probably why it reads like such trash. So, why don't I just search this up? Okay. Yeah. And I I did find the original emails. This one here. Most creators lose views in the first 60 seconds. Um, literally the title is just collaboration idea. So, Nick, most creators lose viewers in the first 60 seconds. Not because the content's bad, but because pacing is off. I fix that. Tighter edits, better emphasis, more watchable videos. Want a free sample edit of your next video? Best read on. What are we doing here? It's super short. That's nice. Short's nice. Um, it's given some free sample edit. Nice. A micro commitment. Well, I don't know. Want a free sample edit for my next video. What do I have to do in order to get this? They're not really making it clear. We don't even have a time constraint or anything. I don't think we have a micro commitment here. We actually have kind of a scary commitment. Social proof, no. Authority, no. Rapport, no. Scarcity, no. shared identity. No. So, all we really have first is the fact that they give and that's okay. All right. And then I'm not a fan of the subject line versus a collaboration idea. Not a fan. I mean like collaboration idea. Let me collab with you or something might be a little better. Why? Because it just sounds more human. And if you're sending to somebody that like has a fair amount going on, let me collab with you is totally a fair thing that some people may say. Another big issue here is everything's just w like it's like three lines in a row. You want some breathability. And then another one is um like why is this capitalized? And it's on the same line, but also most creators lose viewers in the first 60 seconds. That's vague and that's general. I don't want you to give me an email newsletter that just is like most creators lose viewers in the first 60 seconds. Not because the content is bad, but because the pacing is off. That reads like a TV commercial. I don't want a TV commercial. I want you talking to me. So, Nick, you are losing a tremendous number of viewers in the first 60 seconds right now. Let me fix your watch time. Nick, you're losing a tremendous number of viewers in the first 60 seconds right now. Not because your content is bad. It's not. It rocks. But because your pacing is off. Will you let me fix that for you? I do XYZ X for Y, you know, five mil subs. And can one shot deliver tighter edits, a tightly edited 60-second sequence for you? no strings, but I'd be happy to give you a free sample edit in around 48 hours. Just send me the raw the raw footage in a Google Drive link with sharing on and I'll with sharing on. Okay. Okay, cool. So, this rewrite isn't perfect. Happy to do this for you anytime this week. Okay, this email isn't perfect, but um let me fix your watch time. Nick, you're losing a tremendous number of viewers in the first 60 seconds right now. Not because your content is bad. It's not. It rocks, but because your pacing is off. Will you let me fix that for you? I do editing, you know. I edit for insert big name here at 5 mil subs and can one shot deliver a tightly edited 60-second sequence for you that is as good or even better. No strings, but I'd happy but I'd be happy to give you a free sample edit around 48 hours. Just send me the raw footage in a Google Drive link with sharing on. Happy to do this for you anytime this week. Best redo on. So, we're giving we have micro commitments. Just send me the raw footage. We're actually making it clear. We have a time constraint as well. We have social proof. We have some authority. We're not building a lot of rapport. Okay, aside from this line. So, I'd say like a five there. Scarcity is handled by happy to do this for you anytime this week. Then we also have uh some sense of shared identity and so far that I understand how this works. I also understand you know some YouTube terminology and stuff like that. It's not perfect. Maybe a.5 on on this end as well. Uh but still I mean you know for a really short punchy email this is about as good as you can get. Okay. And that takes me to probably like the big daddy one from um this fella Marissa or chick Marissa Concaid. I thought this was actually pretty good. And we also have a loom embed which I wanted to bring some attention to. You can do loom embeds and stuff like that. And uh just show you guys what that looks like because the format's a little bit different. So, I don't think I can actually Hold on a sec. Can I embed the loom? No, I can't embed the loom. It's kind of annoying. All right. Well, anyway, why don't we just leave this link in here and then um we'll worry about that after. But, uh yeah, um what it's saying is high stacked podcast, right? So, it's using, you know, stacked podcast, not the actual name. And that's unfortunate because you just know like if this wasn't bad um I might have actually thought this was a real one and I might have thought this was a real one because of this loom embed with like a person's face and then you know ultimately my YouTube channel. This is podcast I run with Jack. So high stacked podcast. I just watched your video about the AI crisis here and felt like I had to send this. I'm actually sending this on behalf of fellow creator at ZTH training. We got about a million followers on multiple platforms and our founder Harris is now helping other creators along with our team. We're confident we could help you make additional rev consistently by launching or scaling your online community or coaching program and growing your audience by 15 to 30k new people. I know it's a bold claim, but we've gotten proven results. We got millions of followers, made over seven figures from social media ourselves. Our other co-founder personally made a short video for you to say hello and go through how it works and ask me to send this message to you. Right. We've helped a multitude of other creators just like yourself and have multiple case studies. We're reaching out because we think we can do the same for you and you have a ton of value to provide your audience. And we do all of this on a complete resultsbased model, which means if you don't profit, we don't profit. You cannot lose. That's how much we believe in what we do. Would love to understand more about your goals with the channel for the future. Are you opposed to having a quick chat in the coming days so we could talk through this? Okay, so I mean like this could have been freaking awesome. But a few things here are really crushing it. Okay, so why don't I start by rating this? Um, does this give first? No, there's nothing here that gives. It's just a call. Are there micro commitments? No, we're just saying quick chat. Quick chat here is so vague in general. It could be 30 minutes, could be an hour. If anything, you're taking my time. Um, social proof. Uh they have tons of social proof and they have tons of authority as well. Where's their rapport? Uh well, they kind of screwed that up. I mean, it could have been pretty good that they screwed that up. So, they don't have any of that. Um they don't have any scarcity and then they don't have any shared identity as well. Or actually, maybe they do have shared identity. They're trying to go for fellow creator, but I'll be honest, they're they're just they're trying so many different things. It's not working. So, I'm sending this on behalf of fellow creator. So, I'm not actually this person. Also, we have a founder named Harris. Also, our other coner asked me to send this message to you and they also made you a short video. I mean, there's like five million things going on here, right? So, this is a good example of an email that's too long as opposed to too short. And if they uh touch it up a little bit, it would perform significantly better. So, let me show you how I do this. So, first of all, obviously, we need to fix this. Um, you know, my recommendation is just like don't use naive data scraping techniques like this unless you are, you know, okay to lose a big chunk of the time. But um you know really behind just watched your vid on the AI crisis and felt like I had to send this to you. Okay, long story short, we've got about we've got around 1 million followers on multiple platforms. ## Leveraging Social Proof in Outreach [02:45:33] I work with podcasts platform. I work with podcasts like you very often. Your stuff is fantastic. I am extremely confident I could help you make additional revenue consistently. I and my team could help you make additional revenue consistently by launching or scaling your online community. an online community program group. I could also or we could also very easily grow your audience by 15 to 30k new people. I know it's a bold claim, but we've got proven results. many millions of followers and around seven figures from social media ourselves in the last I don't know month year and I think what I'd do is instead of leaving my offer all the way down to the bottom I'd probably stick it up at the top cuz it's going to be pretty long right so okay so long story short you got 1 million followers multiple work with podcast like you very often I want to give you 15 to 30k Okay. Followers. And I do this on an entirely results basis. Okay. I think I'd probably do this basis plus 10 to 20K a month. And I do this for you on entirely results basis. I'm extremely confident I and my team could help you do this by a marketing your pod more effectively and b la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la launching growing an online community program group. Better to use the word growing than launching or scaling because it's clear when you use launching or scaling, you're trying to account for all possible options and this is a template. I know it's a bold claim. Our other co-owner personally made you My co-founder personally made you a short vid. Personally made you a short vid to say hello. Hello. Let's say to review stacks a bit and say hello. Linking it here for convenience. And I'm going to link it. Then down over here, I'll just cut all the stuff out. Cool. Are you opposed to having a quick chat in the coming days? So, what I'm going to do, are you opposed to having a quick I'm just going to say 15 to 30 men chat in the next few days so we could talk through this. I know you're on ET time. Can give you a ring at 3:30 p.m. today or tomorrow. Thanks, Peter. All right. So before, you know, 3 million miles long and the offer is all over the place. After, hi neck, just watched your vid on the AI crisis. Felt like I had to send this to you. Okay, long story short, we got 1 million followers on multiple platforms and I work with podcasts like you very often. Your stuff is fantastic, right? This is supposed justification for why I'm reaching out. I want to give you 15 to 30k followers plus 10 to 20k a month. I do this for you on entirely results basis. I'm extremely confident I and my team could help do this by a marketing your pod more effectively pod instead of podcast and b growing an online community program group. I know it's a bold claim but we got proven results many millions of followers and around seven figs from social media ourselves in the last year. My co-founder personally made you a short vid to review stacked a bit and say hello linking it here for convenience. Are you opposed to having a 15 to 30 minute chat in the next few days so we can talk through this? I know you're on ET time. Can you give you a ring at 3:30 p.m. today or tomorrow? Thanks Peter. So what is this doing? It's giving. We have small micro commitments. We have lots of social proof and authority. We're building rapport. Now, we have uh not a lot of scarcity, but we do have a fair amount of shared identity. The way you'd add scarcity to something like this is you'd probably mention how you're, I don't know, currently in talks with a few other podcasts or something like that. And because this is a very long email, that's actually somewhat believable. By the time somebody makes it down here, they're like, "Okay, I mean, this person's obviously done a lot of work with the video." Alternatively, you might actually include that section there offhand as a comment in the video. um probability that somebody watches the video is lower than the probability that somebody reads the email, but it's still ## Email Optimization Best Practices [02:50:03] pretty good. Okay, cool. Hopefully you guys have learned everything to do with just how to take a shitty email and then turn it into a better one. As you see, we employ the four-step framework basically every time. Um, the rewrites on net are a little bit longer, but they also make use of generalized statements and cold reading to really like imply or explicitly state that like we know who you are and I've been following you for a while and I like you and I I have pretty established relationship with you. We're knocking literally all of these out of the park and we're doing it across a variety of different offers, services, um, industries and so on and so forth. So, that makes me pretty happy because we've actually made it through most of the course already. All we need to do now is chat about specific platforms, then do subject lines, full obsiterations, talk a little bit about AI before discussing advanced outbound techniques. All right, so next up, I want to talk about all of the different types of cold outbound and how every platform will vary just a little bit compared to the other. Obviously, I've been doing a lot of cold email so far, and cold email is great. So, we're going to start out with that, and I'll enumerate all the different levers you could pull. Once I'm done with that, I also want to cover things like LinkedIn. I want to cover X. I want to cover Instagrams. So I want to cover iMes and SMSs and so on and so forth. Okay? And in that way you guys will have full granular insights into how to optimize messaging across all of these. So you can take the four-step copyrightiting framework that I've shown you and you can squeeze it either into significantly fewer characters or expand it into significantly more. Okay. So first thing here is I have uh you know like some cold emails that people have sent me and I was just looking at one by this fellow Malik fella or chick. Not entirely sure. And literally just just putting this first and foremost, I just want you guys to take a look at what we're seeing here. If you were like a robot and you were tasked with optimizing my cold email and if I were Malik Smoon, what are all of the different parts of the email at every part along the customer journey that you would look at? So the very first thing that you would look at if we are being pragmatic and we are is their name. And so their name is a signal, okay, that you can use and take advantage of. It's a space, I think up to like 20 characters or something like that. As you see, some other people's names are a little bit longer. This gives off some information to me as somebody that is considering communicating or accepting some sort of outreach with this person. You know, it might communicate to me where they're from. It might communicate to me their business name or their email address, right? Might communicate whether the sort of person that likes signing off just as Malik or Malik Smoon first name last. You know, there are variety of different strategies and thoughts here. In general, I recommend just writing your first name and your last name. If it's something that you think would be kind of scary or intimidating the person, then obviously find a way to like reject it. But this is literally the first piece of information that people will look at. And so what I'm going to do, okay, is I will make a comprehensive document here called all of the different things you can optimize for your outbound. And I want you to know that I optimize all of these things. I don't just do the actual body of the email. I do everything. Okay? So we'll start with cold emails. And as mentioned, the very first thing you can optimize right off the bat, not even looking at at at anything else here, is the name of the sender, Sander. and it's around 20 characters. Okay, so the very first thing you can do is you can optimize the name of the person. I personally recommend always adding like a full name or something like that. Moving over to the right here, the next major thing you can optimize, as you guys can see, is the actual subject line of the email. So, variety of different strategies here. As you see, event in maker school, that was a piece of outreach. Quick collab, that was a piece of outreach. This is a newsletter that I sent, the simplest way to scale past your income ceiling. There are a variety of different like ways and strategies and things you can do here. Hopefully, I've shown you that typically the key with a subject line is writing something that a friend might have sent you, something that was like informal, something that's somewhat casual, and something that like inspires a little bit of plausible deniability. Hey, do I know this guy? I'm like, hm, I feel like I've heard of that name before, right? Um, and then finding a way to write it in such a way that it also makes sense with the rest of this, which uh which I'll cover in a second. Okay, so first you have uh the ability to change the name of the sender. You have the ability to change. I don't know why the hell that's so different. I don't like that at all. Let's do that. The subject. Oh, I don't like that either. I don't know what's going on with my sizing here. Okay. All right. I see. I'm being kind of silly. I wrote them all as as heading number threes. Anyway, um name of the sender, the subject line, and I' I'd give you like a character cut off here, but the subject line and the teaser actually interact. Um and then the teaser. So, this is the subject line over here, everything in white. this over here on the right which is sort of in like darker white or gray um is the first I don't know like combined it's something like 150 characters or so this also changes depending on which um specific platform that you're on but you know in my case quick ID in your daily strategy content hey Nick sorry you're shifting to sharing daily strategy and the way you just think out loud wild dot dot dot this is being truncated at approximately 150 characters so what that means is combined you know if your subject line is shorter you'll have more room in your teaser you know if your subject line is a lot longer you'll have less room in your teaser. It also means things like this, okay, tend to impact um how much of the email that you actually end up reading. And so this is sort of like an automatic thing that email platforms will typically put in. It's like a front matter for the email on Tuesday, March 17th, on Tuesday 17th of March and so on and so forth. If you can find ways to eliminate all unnecessary characters, then you can usually add significantly more uh text and and stuff like that. I think in this case, this is just what occurs when your email is short. So, at minimum, you typically want your email to be at least 150 characters or so. If it's shorter than that, you're just going to end up with a bunch of blank white space, which looks silly. Okay, so the teaser. So, this subject line is probably going to be somewhere between like 30 to 50 characters. This over here is going to be somewhere between like 50 to 100 characters. Any unused space in your subject line and teaser gets filled with uh metadata, which is just like the time information on Tuesday, March 19th, whatever. So, what that means is there's no reason not to send the entire total number of characters. I wrote 148 down here. That's how much I uh test it on for that top email, but I want you to know that like sometimes that'll vary. You know, if people zoom in and zoom out and stuff like that, obviously that's different. On average, um people are going to have about the same screen size as me. Um so, yeah, you you'll be looking somewhere around 148 150 characters. So, that is just before you even click into the freaking email itself. That's all the different things you can optimize for. Most people only know one of those and that's the subject line. But you can get really creative and you can use the subject line in conjunction with the teaser and the name of the sender to make some really cool campaigns um happen. Okay. Anyway, now once I click on this email, we see a lot of the same information restated. Okay. But then we have some more as well. So what do we have up here at the top? We obviously have the subject line, right? Also, what do we have underneath? We have the name. But then if you think about it, we have something new. We actually have the email address as well. So, that's one. Over here, we have the profile pick. That's two. People will judge you based off of all of this. There's obviously the recency of the email. Okay, I'm not going to add that as three, but it is technically three. Um, whether they're internal or external to your organization. You typically don't have control over that, but I'm, you know, that's another point to be made. So, just going back to our list here, you have your profile picture. Okay. You also have the email address of the sender. And these are all things that just again they give me information about you. And these are things that people are either consciously or subconsciously always evaluating all of your emails on before we even get into the copy. Notice that we've literally looked at like five or or six different things now. Obviously on top of that you have the email body itself. Right? And the reason why I'm enumerating all this stuff is just because you know I want you to be able to very granularly improve the quality of your cold emails um as well as all other outreach. And because you'll notice that cold emails have different parameters here versus something like let's say LinkedIn messages which I'm going to talk with you about um in a moment. And so you know the strategy on outbound in general when you're writing messages to try and convince strangers to give you money is you'll make use of those six or seven um psychological principles and then you'll convert that into like a good strong piece of outbound with those four rules. And then what you'll do is you'll just like you'll basically syndicate it. So that same piece of copy will look a specific way for cold email, but it'll look a slightly different way for um SMS and it'll look a slightly different way for LinkedIn. And what you're doing is you're just massaging it into the various shapes of all of these different platforms. All right, so that is cold email in a nutshell. And I want you guys to know if you're ever curious or you don't know how to make your cold emails pop or whatever and you've been banging your head against the wall just wondering what the hell you could do, you know, just go top to bottom through this. Ask yourself, is this the best name? Is this the best subject line? Is this the best teaser? Is this the best profile picture? Is this the best email address? Is this the best email body? ## Cold Email Essentials for Beginners [02:59:02] And as long as you have all of that information, okay, then you can do a pretty good job. Even if you're not necessarily good at any one individual one of these, if you just combine the entire thing into like a nice coherent package, then for all intents and purposes, you're probably going to be all right. Okay. Next up, how about LinkedIn? Obviously, people are going to be evaluating you on slightly different things on LinkedIn. Let me give you guys an actual look at what that looks like. So here for just for all intents and purposes, I'm um I'm in my other inbox as opposed to my focused one. I just have tons of people like responding to my giveaways and stuff here. And uh being in this inbox to begin with is kind of an issue, right? Like uh you know, this one was sent like eight years ago. I have literally haven't looked it in eight whole years, nine years, I guess. So the goal is just not to be here at all to be clear. But anyway, if you're writing some sort of outbound like this fellow Jordan is, what are some things that I'm immediately evaluating on? And actually before I even get in there, okay, let me just give this um give this a click and then we can look at Jordan's top to bottom. Literally before I even get in there, okay, what am I evaluating him on? I'm evaluating him on the profile picture itself. And so that is sort of priority number one. Then I'm evaluating him on his name, which appears twice. We have the first name. You'll notice that the longer the first name is, the more characters it takes of their teaser. You notice how Jordan over here might be three characters and this ends up uh uh closing right around here. Well, if his name was four characters, Nicholas would have been pushed back. And so the shorter the first init the first part of your name, the bigger the ROI basically for your LinkedIn teaser, which means you can actually fit more in there. Okay. Now, just out of curiosity, how many characters is this? 1 2 3 4 5 6 7 space 8 9 10 11 12 13 14 15 16 17 18 19 20 21. This is going to be somewhere between 53 to maybe 55 characters, I'd imagine. Uh because not every one of these characters takes up the exact same amount of space. And this is likely gated by pixels. So what that means is you have uh the teaser which is somewhere between 50 to maybe 55 cars. Okay, so these are all things again that like people just they they just don't realize are all factors that I am going to be taking into account as I evaluate you. Now, what are some highle rules? Don't waste this teaser space and make sure your profile pick just shows you ideally smiling in nice lighting like this Jordan guy does. Despite the fact that this guy's in my other mailbox and I haven't looked at his message in like, you know, 9 years or whatever. Kudos to whoever helped you design your profile picture or just yourself, Jordan, because this blue background around the outside with with the white um backdrop and then your head like this stands out and this looks really professional. Contrast that with this lady Sharon here who's, you know, kind of a little bit more drawn back and there isn't a lot of like difference between her foreground and then background. Okay, so literally before I've even clicked on this, here are all of the things that uh that I've considered and applied. Once I've clicked on it though, you notice that this window changes significantly. Now we have way more context. Okay. And so let's actually just go into all that context. Let me just zoom in here and then see what we have access to. The very first thing that we see is obviously their name, which we've already kind of looked at before. So that's not new information. The second thing we see though is we see their title. And so their title is actually a piece of information that affects my uh perception of who this person is. And so as you can see here, you got fair number of characters. Um, 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 4 5 6 7 8 30. And it looks to me like you're going to have something like 50 to 60 or so characters on the title as well. So in here, we'll say the title, the job title, and that's going to be somewhere between like maybe 50 to 60 characters as well. Okay. Immediately underneath all of this, we have the profile picture again. Then we have them. And then as you'll notice, we have in brackets some sort of badge. So if they have a LinkedIn premium, this will be gold. So what does that logically mean? If you want to maximize the outreach that you are sending, you will want a badge like that. Why? It just makes you stand out. And so we'll have a LinkedIn premium badge. If I go back over here and actually give Jordan a click, you see this HubSpot elite partner first. This is because he's basically part of HubSpot's elite solutions partner program. And because of this, he uses this as sort of like a piece of of credential. It just makes him stand out more. Keep in mind, this is just like this is more authority stuff. Um, oh, cool. He's in Vancouver. That's nice. All right. So, then he has basically what I'm going to call credential. And I don't know how many characters this is. I feel like this is going to vary. Um, I think he could probably have more if he wanted to, but I'm not going to put that in there. And then obviously he has the time of the message and then the uh body itself. So over here is going to be body. Okay. and we'll just say message body and then we'll say his credentials. So this looks pretty good to me. I mean nice job on this message Jordan. Um just evaluating it at its merits. Thanks for connecting. So clearly it's some connect message driven flow. We find our clients the top performing sales management candidates across NA. Best of all we give you a guarantee on placements of the 12 full months. Um you know I'm not really a big fan of how he pitched all this stuff. I am seeing he has a masters of science. I'm wondering if he could have put his masters of science somewhere around here. Typically speaking, people with master's degrees and stuff like that are just taken more seriously than people that don't have them. And that takes us to X. So, I don't actually use X anymore, but I know a lot of people are sending uh DMs and stuff like that with this. So, I'm just going to create some BS passcode. And then I'm just going to go onto another account, then send myself a DM just so I can see what that looks like. Okay. And it actually looks like I have an account set up here. That's hilarious. Um anyway, so what I'll do, I'll go to chat. And apparently, I sent a message to this guy on this X account from like God knows how many years ago. But I really like this fell's music. So, big shout out to uh to Away. Anyway, I just want to send this now to myself. So, this is going to be Nick Sarif. And it doesn't look like I can send to him. Why is this? I don't really know. Do I need to follow myself or something? Okay. And I'm just going to say, "Hey, Nick, what's going on my brother from another mother?" Okay, cool. We just sent him a message. Uh probably from the same mother. And as you can see here, now we have this um new thing open up. Wow, that is so funny that I that I wrote that. Uh but basically, you know, when somebody follows you, obviously you're going to get a notification, but then you have the chat. So, what happens is when you click on the chat immediately, okay, just like we had with LinkedIn, kind of the very first thing we're realistically seeing is we're going to see the profile pick. After that, as you guys could see, we have the full name, and that on X might not actually be the full name because not a lot of people use their full names. So, I think that's worth um keeping uh in mind. After that, we have a little teaser. And you notice the teaser is significantly shorter than a fulllength teaser on LinkedIn. If I had to count this, and I will, that'll be 5, 10, 15, 20, probably somewhere around 45 to 50 or so. So then we have the teaser and that's somewhere between 40 to 55 cares. And then you also have obviously the time of the message and then the fact that you haven't clicked on it yet. But that mark on red stuff is sort of the same on all platforms. So I'm just going to take it for granted. Take it for granted. I'm going to take it as a given. Zooming a little bit in here now, you get some more information you didn't get before. Obviously, you have the profile picture, the full name, then you get the full name again, and then over here, which is interesting, which is new, is you get their tag. And so, if they have a silly tag, a tag that doesn't actually make much sense to you, then obviously that tag is going to be discordant with the rest of their outreach, right? In this case, Nick Wells Wells, I don't know, it just doesn't look as legit. I also don't have a profile picture, obviously, since this is an old ass thing. But yeah, so I'm just going to say your X tag/handle. And then you also have the join date, which is pretty important. So if somebody is spinning up a bunch of these accounts to send a bunch of DMs to people like over and over and over again, obviously you'll know because it'll say joined literally five freaking minutes ago. And uh I just, you know, I think that's a problem. Obviously, you're going to want like aged X accounts if you're going to want to scale this sort of stuff. Okay. After that, you obviously have the message body itself. And um yeah, the message body can go I don't know how long. So why don't we just test this out? Let's see what happens when we send I don't know, 30 of these or so. Sending all this over. This is pretty long, right? It looks like we get the entire chat all literally within the body. So, I don't know how many characters this is, but all of that is not um truncated whatsoever. You also have the ability to send gifts. Gifts can be pretty cool. Although, I think they have to be verified followers. I feel like if they're in your request, you can't send a gift. Um so, keep that in mind. That's kind of funny considering all the BS that I just sent him. Um, and yeah, I mean like that's most of the information in general. Um, messages on X tend to be significantly more casual and more formal. Uh, especially versus like LinkedIn, but LinkedIn and email tend to be pretty similar in tone of voice. You know, like a lot of people pretend they're like big corporate bigs on on LinkedIn and that's not necessarily always. So, uh, you can break out of that sort of pattern interrupt by sending um, you know, shorter, more ## LinkedIn Outreach Strategies [03:07:53] informal casual DMs. But generally, you know, you don't want to really offend uh I don't know, some corporate person on LinkedIn versus on X, like it's sort of given and taken for granted that you'll write probably in lowercase. You'll probably make use of little emojis here or there. You'll be a little bit more sarcastic and funny and so on. Okay. And that takes me to Instagram. Um just heading over here to the messages tab. As you can see here, we got tons of different messages and that's cuz the account is uh massive. Unfortunately, I also don't know how to stop that from popping up. Okay. So, yeah, you know, we get we get a lot and wow, I'm realizing I need to get back to a bunch of people here. Sorry about that, everybody that hasn't. Um, I just want like a conversation with somebody where they're obviously trying to pitch me. So, I think I'm probably going to go to requests here and then Okay, yeah, this is perfect. So, we'll get credit boost 777. So, first of all, both X and um Instagram actually make use of message requests as you saw LinkedIn also does as well. It's just the LinkedIn message requests um are significantly less likely to happen. And so most of the time on X or Instagram, you're going to be in a message request box. So keep that in mind. This occurs just because your profiles aren't really warm. You don't have pre-exist connections with people. And so you're going to have to fight around that. That's the big that's the big drop. But anyway, assuming that uh you know, you're actually doing this. Good God, I have a lot of tabs open now. Assuming you're actually doing this like one at a time. Um first thing is obviously your profile picture, right? Immediately after you also have the handle which can be the full name if they want it to but a lot of people like credit boost 777 or man or deuce right they don't actually use their full name Ben Sloinsky clearly did kudos to him for that um this right over here is I think around 35 to 40 characters or so maybe 30 characters or so that's 10 so yeah this is right about 30 characters or so before it gets truncated say teaser which is 30 cares And then obviously you have the the time that it was sent to. If you click in on this, you have the profile picture, you have the handle, you have the handle again. Um I think the name can actually be different from the handle, which is why there are two. Then you also have the platform because some people will send messages from like Facebook or whatever. And just opening up a few more of these. Notice how this is their first name, Deuce, and this is deuce.creative. Same thing with uh I don't know, Mike over here, Mike MJ, but his handle's technically Mike MJ_7. I don't think I have any from Facebook, but keep in mind that I think you can you can send from that. Okay. And then finally, um, just looking at the actual message body itself, we see that you have that message body, too. And, uh, from there on out, you know, I can either accept, delete, or block. All right. And then finally, we have our, um, iMessage, which is a way that a lot of people are communicating. Slot this in for text message as necessary. Although, note that if you're not on iMessage, you're not going to get a cute little blue bubble, which is typically how people like sending messages. Um, you know, anybody with a lot of money typically has an iPhone. And I don't say this cuz I think Androids suck or whatever. There's also some cultural differences there, but yeah, in general, that's what it's like. Now, I'm doing this on my computer, which does look a little bit different from my phone, but just for limitations of not wanting to put my phone up. Um, this is what it kind of looks like. Okay, so we have the profile picture as mentioned. Then you have the phone number, and then obviously you have a teaser. Now, the teaser here is like the actual body of the message. So, and then just taking a look at this, I just pasted this into um Cloud Code, and it told me it was 91 characters, including whites space. So, you also have the message teaser which is around 90 characters or so. And so, like when you get spam messages like this, hi, hope uh you know I'm not interrupting. Would you have some time to talk? Like this one here, you know, like this is the entire message and it's all totally within the teaser. Um, realistically, I can make the decision on whether or not I want to engage with this message without actually even clicking it. So if I'm sending some sort of like SMS campaign or something like that, whether it's outbound or inbound, um you know, like I generally speaking will want to write messages that are at least as long as the entire thing. So I would go probably like a time a time and a half or so as long. And then what I would probably want to do is I want to bury some plausible deniability right over here. Something that's like interesting or engaging so that people at least feel like they have to click the message in order to read the rest. Anyway, aside from that, you obviously have the phone number, you have the uh what where it's coming from. So this is an SMS, not an iMessage. And then you have the the message body itself. And then what's really cool about this is there's just like three or four different ways that you could do this. You could go photos, stickers, image playground, images, message effects. There like a couple of different things that iMes can do to each other that um others can't. Okay, so I go through this just because I want you guys to know there are a lot more levers to pull than you probably think. You know, look, I don't think most people realize that the name of the sender could make an impact. I don't think they realize that like the LinkedIn premium badge was something you could play around with, the X tag or handle, the join date, the body. Um, I do this a lot for Upwork within Maker School. Like people don't realize, but basically there's like 30 different sections that you can add information and add value. And one of the simplest ways to make money on that platform is just add information to literally everything. Um, what I'm going to do next is I'm just going to provide some really highle advice for each one of these. Obviously for cold emails, it was any unused space in your subject line and teaser gets filled with metadata. So aim for 150 characters. For LinkedIn, it's have a professional corporate profile picture and get premium plus some certifications to add more to the top of your message body and also decrease the probability of landing in the other mailbox. On Axe, the whole game is making it out of requests. Aside from that, write casually in the same tov that most other X users use. Similarly on Instagram, the whole game is going to be making it out of message requests. Aside from that, writing casually the same TV that most other ex users use. Then on iMessage, fill out the entire teaser. Do not Oh, and then insert something provocative right near the end to ensure a click. Although to be honest, you could probably do that same highle piece of advice everywhere. So, I'm just going to do that. ## Subject Lines and Follow-ups [03:13:51] All right. Now that we're done with specific platforms, why don't we chat a little bit about subject lines, follow-ups, and then iterating specifically like what makes a good subject line? Because I think there's a lot of misunderstanding around good subjects. So, what I'm going to do is I'll just show you some examples of bad subjects. And what I'm going to do is actually literally go through my email inbox and then just find a few. and then I'll be able to tell you why. So, what are some bad subjects? This whole thing is basically a graveyard of bad subject lines, to be honest. Um, this is actually a good one, believe it or not. Uh, and I think the person's not a spam bot, so great great work here. But stuff like interested in AI driven performance optimization. I mean, that is weak, man. Super weak. So, I'm going to add that to my list. Video editor, weak as hell. I mean, there's nothing here that's custom. There's nothing here that begs the question. Stuff that's too long, like Nikki scaled to 72K a month with automation. Here's the next level. O, that's rough. Definitely don't want that. And then stuff that's like literally no subject is definitely not necessary and it's not something that you want. Um, always make sure to add some sort of subject to your email. Okay, so I'm going to talk about why in a second, but let's now chat about good subjects. What are some great subject lines that I've received? So tangential mentions of things that I would only know if um you know I watched your content is great. Your cloud code course and a formatting thought, hey, your cloud code course is great, but every time I paste AI text in a Gmail, this is like the worst part of it. It's the teaser, but the subject itself is pretty great. This 2026 capital is pretty good. Um this one here from Marco is great. Why? because I mean it's there's some minor grammatical mistakes here and it looks poorly formatted enough to make me think it's human but it's also quite endearing and um in general people like that sort of thing. This one from Ben Crrame is interesting. He's reaching out to me to try and sell me cold email.com 1 mil cash is structured up to 12 months. Um what's really neat about this is notice how his subject's really short. That means we get the teaser fully laid out. Um so that that's pretty neat. Uh Nick plus YouTube is a pretty cool one. one of your videos said would have been a really good one if they didn't misspell it. Uh, left clicks blind spot. That would have been good. Um, I think realistically if you just change this that's actually a really good subject line. It was just like Nick's blind spot. That would crush. Um, okay. So, what makes a good subject line versus a bad subject line? Well, basically the entire point of the subject line, and I just want you guys to drill this in your head right now, is something called plausible deniability. So, when you send a subject, and this also kind of goes for teasers, the idea is not to tell them everything about your email up front because if you did, they wouldn't even need to click on your email to see the rest. The whole idea is you just want to play a little game with them and be clever. You want to give them enough information to peique their curiosity, but not enough that you can answer the question and fully satisfy their need without them giving the email a whole click. And so one of the simplest and lows hanging fruit in like a good email campaign is just not writing um a subject and a teaser that answers the question uh you know who the hell is this and why should I care. Instead what you want is you want to have your personalization be in the subject line and then in the teaser. And then in order for the person to answer the next logical question aside from you know obviously the first answer is is this spam? Is this not spam? That's how the fourstep framework works. Um the second question they're going to ask is okay so who is this and why do I give a [ __ ] Well, they need to actually click the email in order to answer that. And so the whole game is plausible deniability. You actually want to play around with them and you want them to think maybe you aren't even a c a prospect. Maybe you aren't even somebody trying to sell them at all. Maybe you're not even a salesperson. Maybe you're like their long-lost cousin. Maybe you're somebody they went to school with. Maybe you're somebody that wants to give them money. You want to buy their business. Maybe you're somebody that wants to invite them to a podcast. You know, maybe you're somebody that like has been watching their stuff and just has a friendly comment. Maybe you're somebody who your content or your posts or something about you has resonated so much with them that it changed their life. Like the whole idea is not to sell in the subject line. You do not sell in the subject line. What you do is you just get plausible deniability to buy the click. So subject lines, they do not sell. And if you find yourself selling at all in the subject line, you're doing something wrong. So the reason why these are bad subjects is because it just gives away the whole thing, right? So, a quick idea on your daily strategy content. Um, I mean, like this would need to be very hypersp specific in order for daily strategy content to make any sense whatsoever. Quick collab, question mark. This is better because collaboration is sort of like an open term. But, um, the fact that there's zero personalization thrown in here and it just it just says quick collab, quick this, quick that. Literally, the word quick here is the problem. You know, if I'm reaching out to somebody and I poured my heart and soul into something, like, I'm not going to say quick. I'm just going to sit down and tell you what the hell it is. And that's what we're trying to pattern match for, right? Trying to pattern match for the appearance of 1:1 personalized coms. Can you double this week? I don't know what the hell that means. Probably not. Interested in AIdriven performance optimization. This is actually an okay one, although I have bundled this in bad. And the reason why is because they just like AI is very clearly an acronym and anybody in the industry does not say AI. They they all say AI. So, if you're going to like play around with some sort of like, you know, hook like interested in adri performance optimization and then try and pretend to me that like you're a customer or somebody they might want to buy, but then you you don't actually spell the the thing right. I'm just not going to take you seriously. Video editor. Uh, this doesn't work because I've just received a billion of these so far. And then it's very clear that you're pitching me for video editing services. Nick, you scaled a 72K month with automation. Here's the next level. This doesn't work. Why? Because it's just selling me blatantly. No subject. I mean like this can work but in general no subject is correlated with like spam emails and scams. So um you know I wouldn't have no subject basically ever. I always have a subject line of some kind. The idea is you want to make it seem like it was a pretty low loweffort and or something that's hyperpersonalized. So your claude co your claude code course and a formatting thought. This is like lowercase which implies to me that this is like a real person, right? Even if it's not. And then you know it's a formatting thought. This person's giving me some information. They're also asking me about my claude course. probably something that they would only know if they'd actually gone through and watched it. Um 2026 capital. This could mean a million things. This could mean somebody like investing in my business, which is just so naturally interesting. Want to buy you, right? Like that's cool. Uh of course I'm going to give that a click because who knows, maybe they're going to give me an offer so good I can't refuse. Been with you from the start. I really like this one because nobody would write start that way. So kudos to you, Marco, for that. I clicked the hell out of that. Nick's blind spot, as mentioned a moment ago, um is pretty interesting because assuming your teaser doesn't just give away the whole potato. That's not a That's not an idiom at all. But assuming it doesn't just give it all away, then uh you know, I'm gonna want to click it to see what the hell is my blind spot. Generally, subject lines that come from like a a fear of loss work really well. So, you know, something all lowercase, it's like, "You're wasting 2,300 per month." That says, "Nick, you're wasting 2,300 per month." Uh, that would be like a pretty cool subject line. Why? Because so long as the teaser doesn't give it all away, I'm going to read, you know, the lower case. I'll think, okay, this probably person probably wrote my uh name themselves cuz they screwed it up. 2,300 per month, that's a fair amount of money. Wasting, I hate wasting stuff. You know, I'm not in like a scarcity mindset, but like I don't want to waste. Most human beings respond much better to uh you know, any sort of accusation of loss than they do uh potential upside. And so that's a good thing that you can take advantage of. Okay. So, the greatest subjects on planet Earth tend to be really simple. They tend to literally be stuff like, you know, like literally just Nick, um, you know, Nick Q. Um, Nick, are you taking coaching clients? Um, Nick, are you hiring? Uh, you know, Nick, you looked sad in your last vid. You know, stuff that's like clearly like, okay, what the hell's going on? Who is this? Are they a friend of mine? Are they a family member? Are they a longtime fan? Why do I look sad? Am I hiring? Am I taking coaching clients? He wants he wants me to work with him for a coaching client. Interesting. I'm wasting $2,300 per month. And then it's usually going to involve some sort of personalization in either the the subject or the teaser itself. So like one of the two is going to have to have a name or something like that. And then, you know, if they don't have names too, you could still use cold reading and stuff like that to get around it. But in general, that the recommendation is to use some sort of name. Okay, so that is subject lines. Let's chat a little bit ## Iteration and A/B Testing [03:22:07] more about follow-ups now. So I feel like people misunderstand the way that follow-ups work. Um, you know, I I have I have people out here that send like 20 follow-ups a freaking day, and it's just it's too much. So, whatever platform you're on, whatever the heck you're doing, uh, generally speaking, I actually only send, you know, let's just pretend they're emails, not SMS's, I'll send like two emails, okay? Initially, I'll always just send some initial email and then I'll send some little follow-up. And the follow-ups don't have to be super crazy complicated. You know, I feel like a lot of people try and make them out to be these really, really, really big scary things, right? They're like, "Oh my god, I have to send case studies and I have to make this super personalized and I have to reference their their their third cousin twice removed and you know, if I don't do that, then the follow-up's just not going to work." And the reality is like your follow-ups are going to work fine. You can literally just say like, "Hey, X, checking in on Y. TLDDR, if this is the first time you're seeing this, you know, email body, you know, obviously make it different. Thanks, Nick." But, um, just having one follow-up is going to put you ahead of like 99.9% of people that don't do any follow-ups whatsoever. And then the reason why I do this, okay, and you're probably wondering like, okay, so I'm sorry, you don't send three, four, five. Uh, and I I do. It's just the reason why I do this initially is because I just don't know how good my email is. The whole idea of sending outbound is you want to minimize the proportion of people that mark you as spam. This differs from one platform to the next. On email, it is literally the spam/block buttons. On LinkedIn, it might be the delete or archive buttons. On Instagram X, it might be the decline of buttons, etc. ETC. And basically what happens is when you have multiple um emails in a sequence and you're not sure that it's a good sequence to begin with, you're risking the spam/block a lot more because you'll annoy the hell out of people. So what you want to do instead is you want to instead start with a smaller sequence of two. Then you want to improve this and track reply rates, open rates, whatever you can depending on the specific metric of u outbound that you're doing. When you found a good fit, aka when your campaign starts overperforming, then you can add an additional step and it'll continue lifting your performance over time while minimizing your uh what I'm just going to call, you know, block risk and maximizing the health of your assets, you know, which might be like mailboxes, phone numbers, Instagram profiles, LinkedIn profiles, X profile, calls etc. Okay, so I mean like hopefully that's clearer, but the only situation in which I'd add an additional email like a third email would be let's say my reply rates are 2% on this um whole campaign here. You know, I I I wouldn't do it. But if I found some really good like breakout campaign and it works super well and it's actually like 4.8% just with two emails, like yeah, I'm going to add a third one. And do you know what'll happen if I add email three here? That 4.8% is going to elevate. That 4.8% 8% is going to become like a 6.1% just because you know with more emails there's higher probability that people are actually going to respond to you obviously because they get more more pings and touch points and I'm going to do this while also minimizing the probability of me getting uh some issue. Same thing there. You know if I had a fourth email then what's realistically happening is I'm feeding this in and my 6.1% might become like a 6.8%. I was going to do 6.9 and or 6.7 but I didn't want little kiddos to go crazy. And you can just continue working that up but you have to hit some sort of like minimum bar. Okay. And you know in general um just send simple pings just send simple human follow-ups like real humans don't go Peter while analyzing leftclick I noticed you were spending XYZ on platforms you didn't have to be our recent case study you know AAA corp saved over $10,000 by doing whatever. Like, real human beings don't talk like this. And again, the whole idea is you want to seem like a real human being. A real human being would just be like, "Hey, Pete, are you cool, man? Like, get back to me. Let me know how this is." Or like, "Hey, Pete, just checking in on X, Y, and Z. Let me know if you have any questions or whatever. Hey, Pete. Um, let me know if this got lost in your mailbox." Right? The reality is, if you spent a bunch of time and energy to write the first email, that's the sort of follow-ups that you would actually be doing. You would not be doing like newsletter style follow-ups like this. you just be doing like, "Hey, man, quick ping. Hey, dude. Can you help me out with whatever?" "Hey, whatever." And um it's unfortunate because like a lot of people screw that up, man. And a lot of people like they they don't realize how easy it is to do follow-ups. Just like send them a ping, reformulate the initial chunk of your email, um and use a different subject line for the most part because that allows you to test multiple different subjects over and over and over and over again. Okay. And finally, let's chat about this principle of iterating before I exit out of number seven and get on to number eight. So, what do I mean by iterating? To be clear, um, your cold emails or cold outbound campaigns rarely rock right away. They usually suck. What more or less always happens anytime you build a campaign or at least anytime I build a campaign, if you found a way to eliminate this, then please let me know is, you know, if this is um time and then this is whatever metric I'm interested in, which is going to be in my case reply rate. Okay, usually what happens is you start pretty low. Okay. And let's just make this something a little different. You start pretty low. You know, if this is like time step zero, you you just send it out. This is time step one. This is two. This is three. Maybe this is days or something like that. This is basically what's happening over the course of a of a full week. You start out at, you know, 2.5%. And you think, okay, this is pretty mid. So, you start making some changes. You change your copy up. And then all of a sudden, this does pretty well. So, now you're at a 3.2%. And you're like, okay, sweet. I'm liking this. Um, I wonder what would happen if I change a copy again, but then you screw it up and then you go back down to, I don't know, somewhere around like 3%. And then you're like, okay, okay, maybe, you know, I'll do another change, then you go up to uh 4%. And so in this way, you just continuously iterate and on some occasions, things will go worse, and on some occasions, things will go good until eventually what you do is you reach like this sort of like plateau where things just like they they they don't really get any better. And this is sort of like your true reply rate for whatever the campaign is. And the only way to get here is obviously you need a lot of data, right? Because I mean I don't know every leg here is going to be somewhere between like 500 to 1k emails in my case, but in your case maybe text messages or or or phone calls or whatever. Um and so typically what that means is there's some highle rules that you can get as a result of just thinking about this stuff broadly. Um the first is you know if I just try and make it really clear always iterate you know always have multiple variants going simultaneously if you don't you're basically always leaving some money on the table and uh as we know with the outreach you do not want to be leaving any money on the table here. The margins can be thin enough as is if you're not good. So no matter what always be sending like more than one uh variant. This is going to differ depending on what platform you're using. Instantly has built-in support for that. Smartly has built-in support for I think hey reach now has built-in support for LinkedIn outbound. There's some X platforms out there that have built in support for X outbound. Not all these will be above uh terms of service uh restrictions and stuff like that. So be careful. But um yeah, no matter what, always iterate. Stick to a schedule. If you don't, you'll forget. What I mean by this is one of the simplest follow-up sorry iteration cadences that I've ever stuck with is I just iterate every Sunday. Sunday is like the one day of the week that you know for most of my campaigns I will not send any coms and what that means is every week I just know and I've been doing this for years where I'm just like okay it's Sunday that means it's like iteration day and for like 20 or 30 minutes not a very long time at all you know I know some people keep their Sunday sacred but for 20 or 30 minutes I'll just sit down and I'll make some minor adjustments to my emails I I'll just say uh I don't know like change the subject line or do this or do that and I since I do it on Sundays every Sunday it's just like so built into my schedule that I actually get 100% of those iteration cycles. Like per year I probably get like 45 to 50 iteration cycles that nobody else gets because the way that most people iterate is they'll be like I got to iterate and then they'll try iterating a ton like once every day for like the first week and then they'll never iterate again. The idea is you want it to iterate consistently over time, make changes, log those changes somewhere and then just be able to look at that sort of like a researcher doing their experiments. And now there are cool automated ways of doing this. So, you guys saw my recent auto research video with cloud code. You can actually like literally have AI design the research for you, make the iterations, and stick to that schedule, but you know, that'll be a while before it gets widespread enough or I think accurate enough to like really make a big dent. For now, just stick to a schedule. So, I mean, in your case, the schedule is going to depend on the volume. In general, okay, a good rule is 500 to a,000 per variant. What I mean is if you have two campaigns running simultaneously, one is sending X, the other is sending Y, you know, have each of those send somewhere between 500 to a,000, look at the reply rates and then make a decision based off of which one has a higher reply rate. If you've only sent 50 or 100, the probability that your decision will be statistically significant enough to have actually moved in the direction of like success is so low as to be laughable. Unfortunately, a lot of people, you know, they they don't realize just how much volume is required here. to listen 100 emails get zero replies or one of their campaigns gets one and they're like, "Oh my god, you know, I just iterated so that um you know, I I I I selected the campaign that has one reply and I left the one that has zero replies in the dirt." And it's like, it could be that the one that got zero replies is actually way better. You just you don't have enough stats to really know. Talking to 100 people is not enough. You need to talk to 500 to a,000. And really, there are like whole statistical formulas for this, but I don't really like mucking around in the weeds. In my case, I'm always like, you know, more volume solves the issues of like better strategy and statistics. So for me, I'm just like 500 to,000 sounds good. In general, I also suggest pick a TAM with a lot of leads. What I mean by this is TAM stands for total addressable market. And that just corresponds to basically what what it is that you're targeting. So for instance, if I'm targeting um I don't know like holistic nutritionists in Texas or something, I'm probably only going to have like a couple hundo if that. So I'm not even going to be able to do like one good test, right? But if I'm targeting like I don't know digital agencies in the United States which is obviously a lot broader and that has some downsides as well. You know this might be 100,000 and it's like okay cool. So 100,000 might literally mean like I'll have somewhere between 100 to 200 tests. I mean imagine if this is the improvement that you could make with like seven tests. Imagine you could do with like 100 to 200 tests, right? You could get something basically to the moon assuming it doesn't plateau. Again the last one ## Advanced Gray Hat Techniques [03:33:05] is make big changes early and small changes late. What I mean by that is at the very beginning of your cold email or SMS or cold calling campaign or whatever, you know the least about what works because you have the least amount of data. And so what that means is your primary task is to explore the search space is to search as quickly and effectively as possible over a wide range of, you know, potential approaches and then just quickly narrow out all the ones that don't work because most of them won't work. You can't do that just by making one tiny little change to your sequence every week. What you have to do is if you're just starting out, your first week sending cold email or making cold calls, have like two fundamentally different scripts or two fundamentally different sequences. Your first is like, you know, 30 characters. And it's like, well, not actually 30 characters, maybe like 30 to 50 words. It's like, you know, hey Pete, love what you're doing, man. If I could uh connect you with three to five decision makers per week and land you an additional 10K a month and then collect, you know, between a 10 to 15% commission, would you be open to that? have a lot of people in XYZ space and uh you know looking for partners right now. Just give me a shout and we can have a quick call about it. Thanks. And your other one is like Peter, it's Sally. I haven't seen your profile in years, but I remember coming across it on the eve of 2014 when I was walking my dog Shire to whatever, right? Like what I'm trying to say is make them very different initially and then you'll very quickly figure out which one is better. And once you make it a quick determination as to which one's better, the super short, the super long, the super formal, the super informal, the super in-depth personalized, the super not in-depth personalized, you can very quickly just like cut out half of all of the possibilities that won't work and then move to like the half that that that do. And so like I typically will test two fundamentally different emails that don't look anything alike and then I'll just see which one performs the best. And then the next uh test is I'll make them like different but not so different like the first one that they're like fundamentally different or fundamentally opposed. I'll make them kind of like, you know, the first change was like a 3x difference, the second one's like a 2x difference, the third one's like a 1x difference, the fourth one's like a 0.5x and so on and so on and so forth. And so what I mean is like if this graph instead is the size of the difference over time, basically you want to like significantly decrease the size of the difference over time so that uh you know the two emails end up being much much more similar as you go on. And then eventually you will have like narrowed in on like a really high performer. Once you've narrowed in a really high performer, all you have to do is just change a few words here or there. Change the subject line a bit. change like one line from X to Y, you know, change how you're doing the personalizations and that sort of stuff. And that takes me to probably one of my favorite subjects given how I've just been producing a lot of content surrounding AI recently, which is how to use AI in copywriting. Now, what I what I think a lot of people are probably going to assume that I'm going to say here is that you should use AI to, you know, write your campaigns. They think I'm going to show them a big long script or prompt or a claude code skill that effectively shows you how to go from no campaign written to a full campaign in front of you. They probably think that because you know colloquially I'm I'm an a guy AI guy now. But to be honest, I rarely if at all use AI in my copyrightiting these days. There was a period about a year and a half ago where I was experimenting with using AI personalization quite a bit. And I found just generally speaking, personalization does not replace like a good quality campaign. AI is also not yet at the ability where it can meaningfully craft like very persuasive copy. And despite the fact that, you know, things are still progressing pretty quick, I do not think it's at the point where you should be using it for your copy. I think there are a couple of cool toy projects you could build with it like using AI to like assist you in minor iterations but you should not just give entirely your copy over to a model and just assume that it'll be better than human beings. The reason why is because I consider the skill required to get to a reasonable level of competence with uh just like you know this course and then a little bit of elbow grease is actually pretty low. So another famous graph coming at you. You know if this is the amount of time it takes for you to learn something and this is your skill and we're specifically talking about copyrightiting. I think copyrightiting is very much like this meaning like the first I don't know let's just say this is 2 weeks and this is like one month. I think you will actually literally get like 70 to 80% let's just call it 75% of the total available skill in this with a very small period of time um actually invested in working and so the reason why I think this is so important is because despite the fact that you know right over here this looks like it's only 25% the gap between you know a novice and then you know sorry somebody that's been doing this for like one year this is kind of logarithmic the point I'm trying to make is it takes very short amount of time to get to reasonable level quality and then it takes a very long amount of time to take that like reasonable level quality and make it like incredible quality. So, you know, I'm I'm up here in so far that I've spent many years doing this stuff. Um, you know, basically been in marketing and sales my entire career since I graduated uh university and well before then if I'm being honest and so I've basically been doing some form of outbound for about a decade now. And I'm not even, you know, I'm probably like 90th percentile, 95th percentile. Certainly qualified enough to teach a course on it, but not necessarily the best copyriter in the world. you'd have to look at the uh Oglev's and and stuff like that um you know for real deep understanding of copyrighting. But I guess what I'm trying to say is because the there's this gap of like good and great and the gap just takes so much additional skill to learn like AI will happily write copy over here because AI can basically do anything the human beings can do now with about 2 weeks of experience but it'll really really struggle with writing copy up here. And so that 25% is is massive and there's big diminishing returns on it. And uh unfortunately in the market nowadays like there's a there's almost like a skill floor where like I don't know imagine you're in like the Titanic or something and it's uh I don't know it's it's it's flooding with water. If you're not like at least this good, which is better than what AI can do right now, nobody's even opening or clicking your freaking emails to begin with. So basically, you need to get to this point on your own. And then you need to write all your emails on your own. and then and only then would I even consider like even spot check use of AI worthwhile. Otherwise, it it'll just confuse the hell out of you and it'll result in like really poor quality um results. And uh if you're wondering like why I'm so convicted in my beliefs here, convicted why I have such conviction in my beliefs, it's because I literally run like an AI community that does a ton of copyrightiting. You know, it's called Maker School. And the vast majority of what we do on a day-to-day basis is we're copyrightiting our Upwork applications. We're copyrighting scripts for our Upwork looms. We're copyrighting actual cold emails. We're copyrighting cold uh LinkedIn DMs. We're copyrighting freaking everything. And we've just consistently found across all uh metrics across over 10,000 people that are actively doing this for their business. Um you know, people that use AI really intensely in the process tend to suck. Okay, so that's my anti-AI ludite rant. Um now let's talk about how to actually use AI in copywriting. Okay. So, you should not use it to rewrite your whole email. But what you should do if you're planning on using AI is use it for small templated variables. And what I mean by this is, you know, if I have um I don't know, some type of copy and it's hey Nick and then I have let's say an icebreaker or something like that. Just wanted to bring your attention to this. Your landing page right now is costing you, I don't know, XYZ per month and you could fix it in under 15 minutes with a quick tweak to your HTML, right? Whatever. And then, you know, you have like the rest of copy here. Okay. um this icebreaker segment here, this is sort of like your your your personalized segment. The only situation that I would use AI, okay, would be basically just to write like a small little snippet that looks like this. And to be honest, I wouldn't even have it write the entire snippet. I would just do something along the lines of um hey Nick, love your I don't know channel or web property. um big fan and has made me think a lot about something they involved something they're involved in. So, what I mean by this is um you know I would feed this into AI and I would say hey I want you to generate based off of all of their LinkedIn you know scraped information or based off of like this dossier that I've compiled in them or based off whatever the hell I just want you to tell me like what their most popular web property is and then what I want you to do is just insert it in this sentence love your channel or web property such that let's say you know they're like a YouTuber what it would do is it would say hey Nick love your channel man. Okay. If they're mostly on LinkedIn, it'd be like, "Hey, Nick, love your LinkedIn post, man." You know, if they write about AI or something like that, I'd say, "Big fan has made me think a lot about how AI is, you know, changing work or something like that, and then I'd stick that in there." Or if they're involved in videography, uh, you know, I'd scrape their profiles and whatever and I'd say, you know, setting up my studio, so thanks. Right? Something of this nature. And so what you use AI for is you don't use it to write your whole email like we saw earlier with that Grove example. More like gross, am I right? You uh you use it for small templated variables that fit into a pre-established already working template. And usually what you want is you want to use it in this like personalization section so you can just get your personalization out of the way, not have to worry about it again. And then you can just like write like really high quality um you know social proof. who am I? Why do I matter? Offer, and then CTAs down here. Okay, so that's that's number one. That's like probably the simplest and easiest way to use this. And I mean, this is so small of a pitch that like there's actually a lot like I' I've ran probably over like several dozen campaigns now where I actually just have AI only do one variable where it's literally casual version of company name. What do I mean by this? Like okay, let's say my company name is Leftclick Incorporated. If a usual scraper goes and grabs my date off LinkedIn or or whatever the hell and then I'm just putting a a native company name with with no nothing else, what it's going to say is it's going to say love Leftclick Incorporated. Now, if I'm Nick and I'm reading this email, I'm going to think, okay, well, this guy obviously scraped me because he put incorporated in. Like, when you talk about your businesses to other people, you're not like, dude, Leftclick Incorporated's revenue is going so high right now. Wow, Leftclick Incorporated just hit uh 43 mil. Wow, have you seen what happened with LeftClick Incorporated? you know, no you don't. You know, it's like Palunteer. It's like Palunteer technologies, right? You just say Palunteer. We do the same thing with with any sort of companies, right? And so the point that I'm trying to make is like what this casualization approach does is it just strips out anything that's not like casually usually referred to by other human beings either within the company or that would refer to the company naturally. And by doing so, it just makes it seem like a lot more real. So, you know, if it's like the leftclick incorporated or something, I might do this. Um, a business I used to run with uh my friend Um, Grinder was the Pacific Creative Group. Okay, that's a really long name. And actually, I think it was like the Pacific Creative Group LLC. You imagine if I went love the Pacific Creative Group LLC. Do you think that would work? Obviously not. But what if I said love PCG? You know, if you're at a really, really long business name, realistically, what people almost always do is they will almost almost always make acronyms of the name. And then when they refer to that business internally, you know, it's not the Pacific Creative Group LLC. It's like, you know, how's PCG doing? Hey, PCG is up 33% this year. It's like, oh, okay, cool. If I say, hey, Nick, love PCG. They're thinking, wait a second. Does this person know me? Oh, this must be one of my old business contacts or something. Let me click on the email. And then at least you get you guys get the read, right? So, yeah, this is called basically casual version of company name. And I've called this many things, but nowadays I call this like a casualization layer. And I have a bunch of cloud code skills and other like AI tools that really quickly casualize company names before I I I I do things. So use it to casualize company names, neighborhoods, schools, or other uh rapport building approaches. I said neighborhoods here, right? I don't know. Let's say they live in like Vancouver, British Columbia, right? And so what you're doing is you're feeding, this is where I used to live to be clear. If you guys don't know, it's on the west coast. Um, what I'm doing is I'm feeding in Vancouver, British Columbia to like sort of my my casualization. And then I'm saying, "Hey, I just want you to like extract the actual area that they live in based off their address or something." And so what the system then does is it outputs um, you know, East Van or something like that. And so, you know, instead of love Vancouver, it's like, hey, Nick, heard you live in East Van, right? Now, this is significantly more casual and there's significantly higher probability somebody's going to look at them and be like, "Holy [ __ ] this person knows East Van. This is something that you would only know if you actually lived in East Van." And you know what's wild is like you don't actually need to know how to do any of this stuff. Like AI tends to have enough geographical knowledge to be able to do that. specific neighborhoods in like San Francisco, specific neighborhoods in like some tiny little hobvel somewhere like like wherever you are, you can generally speaking do something like this. And so, um, that's how you use AI in copyrightiting. Okay, use it for small templated variables that fit into a pre-established already working template. Use it to use it to casualize company names, neighborhoods, schools, or other rapport building approaches. And then finally, you obviously use it to scrape leads and enrich info to begin with. But because this isn't a scraping thing, this isn't necessarily all about cold email specifically, I'm just going to leave it at that. If you guys want more on how to scrape leads, enrich information and whatnot. Um, definitely check out uh my channel. Uh, some videos that I posted last year talk specifically about scraping. I also show how to like set up high performing cold email campaigns in just a couple of hours that actually get responses and then lead to booked meetings. Uh, I use a variety of different approaches like Airscale, LinkedIn Sales Navigator, Vein.io, um, um, you know, like custom directories, custom conference lists, and so on and so forth. Okay, next up I want to talk about some advanced gray hat outbound techniques. Now, gray hat techniques are those that trade compliance. When I say compliance here, I mean compliance both with local laws and regulations and compliance with terms of services of many outbound platforms that you're probably familiar with. That's stuff like, you know, Gmail, stuff like Outlook, stuff like LinkedIn, and so on and so on and so forth. Now, in some situations, there is no established protocol or terms of service for them. So, in situations like that, you got to use them at your own risk. I mean, any one of these platforms or any one of these tools, hell, any one of these countries or municipalities can change your laws at any point in time. And so I'm just saying this to give you guys some some fair warning. While I believe some of what I'm about to talk about is valuable and it's worth knowing, both for the purposes of doing and then maybe the purposes of avoiding the downsides that normally come with them, I can't explicitly recommend any of them and and I won't. I've had a lot of people in Maker School that have attempted things like this and then they've gotten their account suspended permanently in some cases. They've gotten warning letters and stuff like that. So this is by no means me encouraging you guys to but any course on this would be incomplete if I did not mention this. So the way that things stand right now there are three main gray hat techniques where you are uh you know doing things that are that are either expressly against the toss or not explicitly defined. The first is buying social media accounts or LinkedIn, Instagram X, Tik Tok, you know whatever email uh whatever account it is plus email. So, I'm not going to name any particular vendors, but there are a bunch of places out there that you can go and usually pretty easily buy pre-warmed social media accounts. That's pre-warmed LinkedIn accounts, for instance, accounts that somebody purchased like years ago, it's kept on the back burner, maybe with some sort of activity, and then because they've acred like a lot of organic usage, LinkedIn is less likely to ban the person that's using that account or they're less likely to raise issues. Alternatively, maybe they have higher usage limits or higher connect outbound limits as a result, which is something that a lot of people want. You know, LinkedIn's uh, you know, outbound limits can be somewhere between 100 to 200 connects per week, higher if you're on premium, and even higher if you have like organic warmed up accounts for a while. Same thing with Instagram, same thing with X, and then same thing with email accounts. Now, these are actually kind of an interesting situation because the market has gone behind these to a large degree and uh they've sort of changed them. It's not like you're purchasing like accounts necessarily, but they they call them pre-warmed mailboxes and like if you jump on any major platform today like Instantly, um, Smartle or whatever. I don't actually know if Smartle has pre-warmed mailboxes. I'll have to double check. You know, yeah, it looks like they do have pre-warm mailboxes as well. Uh, what you can do is you actually just go and you can buy mailboxes that somebody else has set up with like a first name, a last name, and a domain name. And these are first names, last names, and domain names that may not exist. So what you're doing when you buy these mailboxes, you're basically buying like a fake person. And so as a result of buying the fake person, obviously there's a fair amount of like scrutiny that you will undergo, you know, if you show up to a call and you're they're like, "Hey, who the hell's Stacy at 123click.com? Why are you Nick at leftclick?" You know, you're going to have to explain that away either explicitly as in like, "Hey, you know, this is a this is an outbound strategy. We purchase pre-warm mailboxes to eliminate the 21-day wait time." Um or through some other means where I don't know, you're you're a little more deceptive. you pass it off as a secretary or something like that. So, I say this not because I'm going to explicitly condone or recommend against any of these things, but this is the game right now. This is what people are doing. If there's a new need for mailboxes on mass, you know, people will typically go buy pre-warmed. They'll buy 50 to 100 at a time, then they'll send a Stacy, Samantha, Nicholas, whatever the hell. Um, and then later on they'll just rectify that as, oh, you know, this is my secretary or something like that, even though that person doesn't explicitly exist. That's what people are referring to when they say some something like pre-warmed. A big thing that uh some kind of sneaky sales companies do for LinkedIn profiles particularly just because they're so valuable. And then the average daily outbound connects that you can send are so few. Like you have to ask you have to add connect requests. If you don't add somebody and make a connection with them on LinkedIn, you can't send them like a full DM. So a thing a lot of people are doing is they'll get um like sales or business development positions in their company. They'll usually hire people from like much lower cost of living nations. So I don't know usually some place in like Indonesia or maybe I don't know they'll hire like Bangladeshi freelancers or something like that. They'll be a western company. So they'll get to arbitrage obviously like the labor productivity and then the average earnings to like the you know average lifestyle expenses in in in one of those um uh countries let's say in like the the east. And then what they'll do is they'll say hey as part of working at my company um you know we get to use your LinkedIn account. And so then what they'll do is they'll treat it almost as if they're buying a LinkedIn account, but really what they're doing is they're like renting it from the person and then the person is expected to keep on giving the LinkedIn account to the bosses or to whoever the the person orchestrating the outreach is with some sort of threat like you know you're going to lose your job or whatever. And so I mean I I definitely don't do that. I think that's really slimy. But um you know a lot of people are and I've seen this kind of crop up especially as cold email in particular has gotten harder and people have shifted more to um you know uh outbound through LinkedIn and outbound through other social media platforms. Okay, so that's sort of number one. Um number two is they'll use power dialers. This is more like cold calling which is a little bit different from what most people here are probably used to when I say outbound copyrightiting but like copywriting a script is a thing a lot of people do. So if you consider yourself as like part of the umbrella of cold calling um you know a lot of people use power dialers and power dialers you know they're not like explicitly allowed against I would say but basically to make sure if you don't know what a power dialer is like in an average cold call campaign if you spend 100 minutes calling you're not spending 100 minutes talking to people that matter what you're really doing is you're spending 20 minutes connecting okay so that's uh where you're literally going beep beep beep right you're connecting to a person. You're spending 20 minutes dialing, right? So, you're literally punching into the phone. You're spending 20 minutes with some sort of like gatekeeper, which isn't the person you're actually looking for. Spending 20 minutes doing some sort of voicemail drop. And then finally, you're spend the last 20 minutes actually talking to a decision maker, which is what you want. Um, so you know, like if you think about it, a whole 100 minute calling, how many are we actually doing what we want here? Like 20 minutes. So, it's like 20% utilization. And that's one of the reasons why I don't really recommend cold calling unless you use something like a power dollar. What a power dollar does is it basically just eliminates the connecting time and then the dialing time and then in some cases the voicemail time as well. So that you you know you don't actually spend 100 minutes doing this. You spend 40 minutes calling and then of your 40 minutes 20 minutes are on the phone with the gatekeeper, 20 minutes are on the phone with the decision maker. Obviously that is much more efficient. So much so that like you know it's about 2.5x. Um also a lot of people use power dollars for inbound. The issue with power dollars and there are a couple is the way that they work basically is in order to eliminate the call time. What they do is if you have like I don't know three numbers let's just say this is a number 1 2 3 there's another one 456 and there's another one 7 89 whatever 1 2 3 1 2 3 1 2 3 7 4 5 6 4 5 6 4 5 6 7 8 9 7 8 9 7 89 you know normally what the dollar would do is it would call you know you'd call 1 2 3 and so you'd have like a dial time and then you'd also have a connect time right because you you have to dial it in and then you have to connect with it so you have to undergo this dial time and maybe this is like 30 seconds in total. Then you're done with the call and you have to do the same thing for this. There's another 30 seconds. You have to do another call. It's another 30 seconds. And maybe a bunch of these people don't even pick up. So what um power dollars do is they just like parallelize this. So what you do is you actually call 1 2 3 at the same time you call 456 at the same time you call 789. Whatever these fake numbers are, the idea is not all of them are going to pick up simultaneously. You know, this fella might not even pick up his phone. So that's taken care of. Maybe this one picks up, but this one picks a little up a little bit later. And so what happens is you actually end up connecting with 456. You can have a brief conversation with them. They say, "Sorry, you know, I'm not looking for anybody right now." And then like when this person picks up, you're also on the phone with this person. What that means is you've actually done two times as efficient as um just calling you know a person sequentially essentially. Now the issue is um one there's a limit on how many people you can dial simultaneously. And then two, um, a lot of these platforms and stuff like that, especially like the older school ones that didn't really have these regulations, they do these things called automatic voicemail drops where you can, uh, voicemail people without actually having to like sit there and record the message. And so what it does is you pre-record a message and then you just like drop it to like 50,000 phone numbers and then boom, you know, 50,000 people get a little notification, hey, you got a voicemail. And it's like, wait a second, you didn't even make the call. And so there's a bunch of regulations against this essentially. And, you know, I thought I'd just point that out to you guys, especially for outbound calling. Okay. Okay. And then the third and uh one that I think is probably the stickiest like leg legality wise I I probably would not do this is sending just pure cold SMS cold WhatsApp or using a third party API that allows you to use one of these two. Um and to emulate colors on messaging platforms. What do I mean by colors? Remember earlier we talked about iMessage? iMessage is like iPhone communication, right? When you send a message from one iPhone to another, you know, it doesn't appear as like the usual SMS thing. It's a little blue message box and it has some advanced features and it usually sends via some sort of Wi-Fi or connection and uh because of this you know people tend to trust like blue messages more and so there are a bunch of platforms out there that like emulate actual sending behavior from iPhone to iPhone even if you're sending a campaign let's say just through your through your web browser or through an interface. So in this way you get to emulate you know sending but then the color is blue and then the person on the other end of the line significantly more likely to respond to you. Same thing with cold SMS. There's a lot of platforms out there that allow you to send um basically do what Instantly does for email, but then for cold SMS. Uh some people out there are doing the same thing for WhatsApp right now. They're doing the same thing for a bunch of other like these messaging sort of apps, Telegram, Viber, uh and so on and so on. And I want you guys to know that like the cold outbound messaging is extremely regulated and like that is like very very no. But uh these platforms sort of skirt it by distributing a big volume across like a bunch of numbers usually in parallel without like really you know a person at the like actually tracking the stuff ever being none the wiser. Okay, so these are like the advanced grey hat outbound techniques. As mentioned, I'm not going to recommend that you absolutely do any of these. I'm also not going to like sit here and moralize you. A lot of people are doing stuff like this. It's probably like steroids in bodybuilding. You know, people probably don't want to do it, but then all of their competitors are doing and they're like, "Oh [ __ ] you know, I feel like I probably have to." Um, but that in a nutshell is it. Use whatever you want according to your own level of risk tolerance and then just understand that I'm not at all encouraging this. ## Course Conclusion [03:58:31] And that takes us to the end of the course. Thank you guys very much for making it this far. Had a blast running through everything to do with cold outbound. And I hope you guys learned as much as I did in the both the preparation and then the execution of the last probably like 4 and 1/2 hours or so. If you guys like this sort of thing, uh, something like 70% of viewers don't subscribe. No idea why, but that's what the YouTube algo says. So, if you're in that 70%, do me a solid and leave a subscription. I'd also love it if you could leave me a comment just telling me what else you'd like to see me record. I tend to create a lot of content based off of explicit requests from people just like you. It's how I listen to my audience. And aside from that, have a lovely rest of the day and I'll catch all y'all in the next one. See you.