Here’s what we’re learning from our Academy students (sales reps & business owners).

Cold emails and InMails fail to start discussions because they:

1. blend in, are clearly mass e-mailed;
2. have subject lines telegraphing what’s inside;​ (never get opened)
3. focus on the seller; 
4. ask for a meeting;
5. contain Web links or PDFs. (distracting customers from replying OR causing the message to be spam binned!)

In 93% of cases our Academy members report lack of response because the sender’s goal is focused on earning a meeting. Everything (bad) flows from this flawed objective.

Instead, provoke a short discussion … that MIGHT (if the client decides) lead to a meeting.  

Then, conduct the conversation (via email) in a way that creates an urge in good prospects … to ask you for the appointment. Poor prospects will fall away.

All because of how you structured words.

Focus your subject lines on creating a tension. Yes, tension.

Tension creates curiosity.

The job of your subject line is to create curiosity about what’s inside the message. Nothing more.

Don’t focus on pain points. If you do, you’ll blend in with the pack. EVERYONE is doing this. Trust me. Avoid it.​

Don’t be cute. This always causes trouble. 

Be careful about using first names in subject lines. This is often a signal of “fake personalization.” Some buyers are VERY savvy to mail merged spam!

Make your subject line:

• Familiar yet also vague (don’t be overtly specific)
• Provocative … a little bit weird … yet credible
• As short as possible (2-3 words is best)

Never, ever trick with your subject lines. No using “RE:” or any of that kiddie stuff.  

Never ever ask for what you want in the subject line. (e.g. can we talk?)​ Avoid asking yes/no questions.

This is often the most difficult part. For some of our students it feels natural, others it’s uncomfortable.

Take your marketing hat off. Leave it where you’ll never find it again! 

Abandon any old habits of leaning on marketing prose found on web sites, etc.  And beware of taking sales writing advice from marketing folks. 

Here is a quick example of a “before and after” from a student we helped recently.​ He struggled terribly. But when I asked him, “what are the blood-and-guts, ugly issues your customers are struggling with” everything changed. We finally had a few trigger words, strong issues to provoke with.

Pay attention to all the self-talk in the BEFORE below … and how desperate Homer sounds when he says, “I would love to give you a quick intro to the service” then asks for the call TOO SOON.

Standing out in the inbox using a Targeted approach is very difficult. Because everyone knows what a mass-emailed message feels like when we see it. It’s almost instantaneous. But there are emerging tactics our private community can teach you.

• Do you know the market well?
• Able to localize your offering to a region.
• Chasing after a niche market within an outreach campaign? (as seen in the example above)
• Can you talk “blood-and-guts” about problems your customers struggle to solve … or may not realize they have? (yet)
• Need to get conversations started at scale?

Targeted (one-to-many) Spark provocation may work for you. 

There are dangers. Such as pushing “pain points.” Be very careful about playing on them in messages. In fact, don’t. Just don’t. Doing so usually backfires. EVERYONE is doing this. You don’t want to look common.

How you go about writing is the key to success.

Every word counts. And with the Spark technique less is more. 

Not sure what the difference is between a Tailored (one-to-one) and a Targeted message? This is vital to your success. Get in touch so I, or my support team, can get you on track.

Or ask in comments below if you have questions.

Meeting requests. Just stop!

When you begin an email sequence trying for an appointment you will be rejected by 90 – 97% of perfectly good prospects. Most buyers don’t know precisely what they need when you email them. Or—if they do have a need—they aren’t ready to buy yet. Example: If it’s a complex purchase, your target may not have assembled the decision-making team yet.

Setting an appointment with a seller will happen—but not with you.

Because you asked for it. (too early)

Instead, hold a little back. This creates curiosity. This helps attract the appointment to you.

The buyer will see the appointment as a way to short-circuit all the emailing. 

Less is more.

The biggest challenge: Making your campaign NOT feel campaign-like. And avoiding the popular (but failing best practice) of “adding value in every message.” 

Common practice. Fails like crazy.

Nee help applying an effective technique in your setting? Join us in an upcoming 8-week, intensive Master Class + Coaching.  We only have a few seats left and are taking 10 students maximum… so we can spend time helping each of you develop provocations.