If you’re reading this article, it’s likely your cold outreach copywriting isn’t working as well as you’d like.
Or perhaps you believe it could be improved. We’ve got you covered!
Over the past 3 years, we’ve consistently averaged:
- 20%+ reply rate via email
- 35%+ reply rate via LinkedIn
In this article, we will outline our strategy for developing a successful copywriting strategy for your cold outreach campaigns.
Yes, you read that right, a copywriting strategy. Our goal isn’t just to set meetings or create business opportunities but to validate leads and stimulate their interest through captivating personal messages and emails.
By doing so, they will ask you for a meeting, completely shifting the dynamic from “I want to sell you something” to “You want to buy this from me; let’s see if we’re a good fit.”
A little premise: we work with a 15k to 50k ACV (annual customer value). If you sell services/products for the same or a higher amount, you’re in the right place. If not, the strategy we’re about to discuss can still benefit you, although you might need to adjust your CTAs and copy to suit your situation.
The Three key concepts of effective cold outreach copywriting
We’ll lay down our 3 key cold outreach copywriting concepts that can guide you in creating more compelling messages and emails for your audience. From reframing your approach to abandoning direct sales in your copy, and understanding the nuances between low and high-pain products, to tailoring your messaging for different roles – our tested concepts promise to bump your outreach game.
Are you excited? Let’s dive in.
First key concept: Stop selling in your outreach
Raise your hand if you’ve started an email/LinkedIn message like this:
We’ll be straightforward here (this is Matteo speaking, and I take full responsibility for this 🙋): this email and every similar one is rubbish.
Messages like this miss the mark by being overly generic and boring. They fail to resonate with recipients, resulting in quick closures with an eye roll or, worse yet, being moved to the spam folder or blocked. The lack of personalization and value in such messages fails to capture attention, leading to immediate dismissal.
Imagine you’re hanging out with friends and someone interrupts to sell you cigarettes (even though you don’t smoke).
Your answer? “No, sorry, I don’t smoke.”
Your state of mind? Annoyed at being interrupted. Your annoyance might even turn to inner anger if you despite the cigarettes, further disrupting your moment with friends.
Does it build trust for street vendors? No, it doesn’t.
If you’re sending these messages, you’re just like a tacky street vendor. And while it might sound harsh, it’s an undeniable truth. You’re interrupting someone’s busy life with something irrelevant to them because you want/need to sell your product or service.
STOP THIS! ✋
You likely have the potential to assist thousands of people with your product or service, so shift your mindset from selling to helping.
Second key concept: Understand Low-Pain vs High-Pain situations
This concept is crucial in copywriting and relates to the sales cycle length, so we encourage you to pay close pay attention. The sales cycle length is the duration it takes from the initial contact with a potential customer to closing the sale. It varies based on the complexity of the product or service and most importantly customer needs which we will discuss here.
When you have a headache, what do you do? You take paracetamol. Simple.
Feeling low on energy? You might:
- Grab a coffee
- Buy vitamins
- Opt for natural products
- Consider other options
High-pain situations often have clear, direct solutions, leading to a quicker sales cycle.
On the other hand, low-pain scenarios demand education. For instance, why and when to choose vitamins over caffeine? What understanding of natural products is necessary?
This leads to a longer sales cycle, particularly as you need to educate your leads about the solution. You also need to understand their frequency of low energy – do they experience it daily or just occasionally?
Ask yourself: What actions did you take when experiencing prolonged low energy? Translate that journey to your product or service, create hooks to validate needs and content to educate (more on this in an upcoming article).
Third key concept: Customize outreach to different roles
Are you a salesperson? If yes, take a moment to consider your specific sales needs.
Write down the answer.
Now, ask a marketing colleague the same question. Are the answers the same? Probably not. The likelihood is that their needs differ significantly from yours.
So why blast the same outreach campaign to CEOs, Heads of Sales, and CMOs? We all have different needs and perceive the same product differently.
Think about it: a CRM serves distinctive purposes across these roles. For a salesperson, it’s a tool to meet and exceed sales targets. For a CMO, it’s to leverage, streamline, and organize lead activities, while for a CEO, it offers a comprehensive strategic business overview.
You need to address these audiences differently to reach them and be successful.
Consider this to help you shift your mindset:
- Segment – Address individuals based on their unique needs and requirements.
- Understand their true needs – Tailor your approach accordingly, whether it’s a direct pitch or an educational engagement.
- Validate, don’t sell – Craft your offering to genuinely understand if, when, and how your assistance aligns with their needs, shifting the focus from selling to providing valuable solutions
By asking politely rather than selling, you’ll uncover opportunities such as:
- “Thanks for this, we have a contract until year-end, but let’s talk then.”
- “I didn’t know about this, can you share more info?”
- “It’s not a priority right now, but…”
These responses wouldn’t come your way if all you aimed for was a sales pitch.
Results that speak for themselves
Curious to see the copy that helped us achieve remarkable reply rate stats? Stay tuned for our upcoming case study and discover the magic behind our results!