You're Doing Cold Outreach Wrong — Transcript

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1. 0:00What do you think is the most suited for
2. 0:02like cold outreach?
3. 0:02>> It's about ticket size.
4. 0:04>> Yeah.
5. 0:04>> Yeah, so typically the the larger the
6. 0:06ticket, the more specific the target,
7. 0:09the more cold outreach is important. The
8. 0:11less specific the target, the lower the
9. 0:14LTV, the more content and paid ads are
10. 0:17the better channels.
11. 0:18>> Makes sense. So like is there like a
12. 0:20figure cuz
13. 0:21I've noticed the same I figure like our
14. 0:24best customers
15. 0:24>> 10 grand or more as a rule of thumb.
16. 0:26>> Yeah.
17. 0:27That's right on the
18. 0:28That's right on the nose of where I
19. 0:29think do but I wasn't sure if you could
20. 0:32if there's something I'm missing where
21. 0:33you can like make these micro things
22. 0:34work but see cuz we've taken on like
23. 0:37SaaS customers that sell like PLG type
24. 0:39stuff and it just like a lot harder to
25. 0:40make it work.
26. 0:41>> and they need a ton of volume. It's like
27. 0:43you want to be hunting whales not
28. 0:44hunting minnows with a harpoon. It just
29. 0:45is not I mean you could it's just not
30. 0:47efficient.
31. 0:48>> Got you. So if someone's like they're
32. 0:50doing a lot of like low stuff it's like
33. 0:52content ads if you're doing like
34. 0:54mergers, acquisitions, private equity
35. 0:56you're trying to get big fish.
36. 0:57>> All outbound.
37. 0:58>> Yeah. Yeah. Okay, that makes sense. Um
38. 1:01and I figure organic's good to bolt on
39. 1:02to everything too. Like
40. 1:04>> Everything.
41. 1:04>> Yeah.
42. 1:05>> Uh
43. 1:06>> Just to be I I heard you say before
44. 1:07where it's like one channel, one
45. 1:09audience.
46. 1:09>> Mhm. Up to a million.
47. 1:10>> Up to a million. A million a month or a
48. 1:12million a year?
49. 1:12>> Year.
50. 1:13>> A year.
51. 1:14Do you think that you should always bolt
52. 1:16on organic too just to kind of give that
53. 1:18like lubrication to the sales process?
54. 1:20>> from like I still like the focus of the
55. 1:23of the um
56. 1:25of the advice.
57. 1:26>> Yep.
58. 1:26>> Um
59. 1:29It's I just feel like organic is so easy
60. 1:31to do at So I consider organic to have
61. 1:33two two levers. Say you have like MVP
62. 1:36level of how do I have my minimum viable
63. 1:39product of organic which satisfies a
64. 1:41different need than using organic as my
65. 1:43primary method of acquisition. And so if
66. 1:46I use it as like I have to show that I'm
67. 1:48alive and that I can provide value, then
68. 1:50the purpose of the organic is lead
69. 1:51nurture. So I'm doing outreach as my
70. 1:53primary method, but then if you do
71. 1:55outreach from a channel that has
72. 1:57literally no posts, people will be like,
73. 1:58this is a scam, and rightfully so.
74. 2:01Um if you have like if you post three
75. 2:03times a week and you have something
76. 2:05that's relative uh relevant to your
77. 2:07avatar and whatever you sell, then they
78. 2:09will what most people do, most sane
79. 2:11people, some of the customers that you
80. 2:13have, um is that they will click your,
81. 2:16you know, if you do outbound, they'll
82. 2:17click over to your profile before
83. 2:19responding to your email. They'll be
84. 2:20like, what is this guy about or what is
85. 2:21this gal about? They'll be like, oh,
86. 2:22this guy seems legit. They'll watch two
87. 2:23or three things and they'll come in. And
88. 2:25I'm sure if you have any kind of you
89. 2:26know, data tracking or any kind of
90. 2:27surveys on the way in, they will say
91. 2:29that.
92. 2:30If you use it as as the true like I want
93. 2:32to generate my demand almost entirely
94. 2:34from organic, it's a different strategy.
95. 2:36To me, it's a much different level of
96. 2:38investment. And so at the base level,
97. 2:40yes, one avatar, one channel, one, you
98. 2:42know, one offer.
99. 2:43Um
100. 2:44but I think that if you do outreach,
101. 2:47it's like it's it's so low effort just
102. 2:49for the MVP level. For the next level,
103. 2:51that's a different monster, but just
104. 2:53like having enough to show that you're
105. 2:54alive, I'm pro.
106. 2:55>> Yeah, so like using it more so as like
107. 2:58nurture rather than lead gen.
108. 2:59>> 100% And then you the sales guys also,
109. 3:02you're going to I I love knowing this
110. 3:04because
111. 3:05uh you will make some content that just
112. 3:06does hit and then does create inquiries.
113. 3:08And then that content is the stuff you
114. 3:10give to the sales team is the greatest
115. 3:11hits. And then the team should have a
116. 3:14searchable database of what are the
117. 3:15greatest hits for this type of avatar or
118. 3:17this type of overcome because typically
119. 3:19people are going to either have
120. 3:20questions around like, will this work
121. 3:21for my type of business? Which is where
122. 3:23the, you know, case studies and avatars
123. 3:24what specific case studies is useful. Or
124. 3:27they'll um or they'll have objections
125. 3:29that are kind of more standard sales
126. 3:30objections that might be around your
127. 3:31specific thing. Um and having sets of
128. 3:34content that's both, which is like, does
129. 3:35this work in this setting or does this
130. 3:37overcome the specific myth or, you know,
131. 3:39uh belief that I have that's not true?
132. 3:41Content around both those things then
133. 3:42create sales assets that the guys can
134. 3:44then use or gals
135. 3:46uh can use to go uh sell stuff.
136. 3:48>> Got you. So, high level,
137. 3:51if you're doing content as not your
138. 3:53primary channel, you should still
139. 3:54probably do it as like nurture. Yeah.
140. 3:56>> Yeah, have a pulse.
141. 3:57>> Cool. And should you do that like omni
142. 3:59channel like is it fine if you're just
143. 4:00like
144. 4:01>> And ideally the channel that you do
145. 4:02outbound for. Now, if you do outbound on
146. 4:04on email, then it's just going to be
147. 4:05like you'll have your website and you'll
148. 4:07have your one social profile and that's
149. 4:09what they're going to link to. Like
150. 4:09whatever you link to is what they're
151. 4:10going to click. So, I would just link to
152. 4:12the one thing that you're active on.
153. 4:13>> Okay.
154. 4:13>> Yeah, just to keep it minimum.
155. 4:15>> Cool. Yeah, that makes sense. Um