The psychological trick behind getting clients to say YES
Summary
TLDRIn this video, the speaker addresses the common struggles with cold outreach and offers two frameworks to enhance results. They emphasize the importance of avoiding generic messages and quickly answering the 'what's in it for me' question to capture attention. The speaker shares examples of ineffective cold pitches and provides a more engaging alternative, suggesting that with the right approach, cold outreach can be a powerful tool for client acquisition. They also invite viewers to join their program, Apex, for in-depth coaching and live script rewriting sessions.
Takeaways
- 📈 Cold outreach can be highly effective when done correctly, despite the common perception that most cold pitches are ineffective.
- 🔑 Two critical frameworks for successful cold outreach are: 1) Avoid being boring or lame, and 2) Answer the 'What's in it for me?' question early in the conversation.
- 👀 It's crucial to grab the recipient's attention quickly, as people have short attention spans and are often skeptical of sales pitches.
- 💡 Sending unconventional or surprising messages can pique the prospect's interest and lower their defensiveness towards a sales message.
- 💌 The goal of cold outreach is to get a response, not necessarily to secure a meeting immediately, similar to building rapport in dating before progressing to a deeper relationship.
- 🙅♂️ Avoid generic messages that don't show any knowledge of the recipient's business or personal brand, as they come off as impersonal and unengaging.
- 🗣️ Personalize your outreach by addressing specific issues or mentioning something the recipient has said, which shows you've done your research and are genuinely interested.
- 🔍 Successful outreach often involves testing different messages, hooks, and angles to find what resonates best with your target audience.
- ⏰ Committing time daily to crafting and refining cold outreach scripts can lead to significant improvements in response rates and client acquisition.
- 💼 The speaker offers a program called Apex, which provides coaching and live script rewriting sessions with an outreach expert, aimed at helping agency owners scale their businesses.
Q & A
What are the two frameworks mentioned in the video to improve cold outreach results?
-The two frameworks are: 1) Don't be boring or lame, meaning the message should be engaging and not generic. 2) Answer the 'what's in it for me' question early on, which means the outreach should quickly communicate the value to the recipient.
Why is it important to not be boring in cold outreach according to the video?
-Being boring can cause the recipient to lose interest quickly. To be effective, the message should grab attention and not come across as another generic sales pitch.
What does the 'what's in it for me' principle mean in the context of cold outreach?
-This principle means that the outreach message should immediately communicate the benefit or value to the recipient, answering why they should care and engage with the message.
How does the speaker suggest approaching cold outreach in a way that's similar to dating?
-The speaker suggests that, like dating, building rapport and trust is important in business. One should not expect immediate results but instead focus on building a relationship through effective communication.
What is the significance of the speaker's mention of the program 'Apex' in the video?
-The speaker mentions 'Apex' to highlight a resource where agency owners can learn and improve their cold outreach strategies, with the help of an in-house outreach expert.
Why does the speaker emphasize the importance of cold outreach despite the common belief that most cold pitches are terrible?
-The speaker emphasizes the importance because, when done correctly, cold outreach is a massive opportunity for business growth and client acquisition.
What is the role of Michael, the in-house outreach expert, in the Apex program?
-Michael's role is to assist Apex students by diving into their scripts and rewriting them live during the two-hour calls every Tuesday, helping them improve their outreach strategies.
What is the speaker's advice for those who are not getting the desired results from their cold outreach efforts?
-The speaker advises spending dedicated time to write and test different cold outreach scripts, focusing on hooks and angles that resonate with the target audience.
How does the speaker demonstrate the effectiveness of a good cold outreach message?
-The speaker provides examples of ineffective messages and then contrasts them with a more effective example that is personalized, addresses a problem, and offers a solution.
What is the main goal of a cold outreach message according to the video?
-The main goal is to get the prospect to reply, not necessarily to get them on a call immediately. It's about initiating a conversation and building a connection.
Why does the speaker compare the process of getting clients to dating?
-The comparison is made to illustrate that, like dating, building a business relationship requires time, effort, and the establishment of trust and rapport, rather than expecting immediate commitment.
Outlines
📈 Boosting Cold Outreach Success
The speaker addresses the common struggle with cold outreach and promises to share two frameworks to significantly improve results. They critique the majority of cold pitches as generic and self-serving, which often fail to engage the recipient. The speaker emphasizes the importance of cold outreach when done correctly, citing their own experience and the success of their program, Apex, which helps agency owners scale their businesses. The speaker also mentions the value of their in-house outreach expert's live script revisions during weekly coaching calls, highlighting the speaker's belief in the effectiveness of well-executed outreach. The frameworks to be shared are described as simple yet effective, with a teaser that they will make a significant difference in how recipients respond to outreach attempts.
💡 Crafting Engaging Cold Outreach Messages
The speaker provides practical advice on crafting cold outreach messages that stand out. They stress the importance of not being boring or generic, and instead, suggest being unconventional to capture the recipient's attention. The speaker advises answering the 'what's in it for me' question early in the message to maintain the recipient's interest. They use examples of ineffective messages and explain why they fail to engage, such as being too generic or self-focused without offering value to the recipient. The speaker then shares a quick example of a more effective message, which shows appreciation for the recipient's work and offers a solution to a problem they've identified. The advice concludes with encouragement to test different approaches and to commit time to refining one's outreach strategy for better results.
Mindmap
Keywords
💡Cold Outreach
💡Frameworks
💡Generic Questions
💡Multi-paragraph Explanation
💡Attention Span
💡Unconventional or Surprising
💡What's in it for me (WIIFM)
💡Rapport and Trust
💡Sales Letter
💡Tweak
💡Autopilot
Highlights
Two frameworks will be shared to improve cold outreach results.
99% of cold pitches are ineffective due to being generic and self-focused.
Cold outreach is a significant opportunity when executed correctly.
Apex program offers in-depth coaching on cold outreach strategies.
Framework one: Avoid being boring or lame in your outreach messages.
Framework two: Answer the 'what's in it for me' question early in the message.
Capturing attention quickly in cold outreach is crucial.
Use unconventional or surprising elements to pique the prospect's interest.
The goal is to get a response, not necessarily a call, similar to building rapport in dating.
Example of a bad cold message: Generic and self-focused without offering value.
Good outreach should be personalized, show understanding of the recipient's needs, and offer a solution.
Example of a good outreach message: Personalized, identifies a problem, and offers a solution.
Commit to writing and testing cold outreach scripts daily to refine your approach.
Apex program includes live script rewriting sessions by an outreach expert.
By following the frameworks and practicing, one can sign clients on autopilot.
Joining Apex can fast-track the learning process and guarantee results.
Transcripts
so look i know that a lot of you guys
struggle with cold outreach so by the
end of today's video i'm gonna share
with you two frameworks that are gonna
absolutely skyrocket your results when
you're reaching out to clients you're
about to learn how to write exactly the
perfect cold outreach in order to get
clients to say yes and actually jump on
meetings with you now to be fair 99 of
the cold pitches you see out there are
terrible anyways it's a bunch of people
asking super generic questions and then
thinking they have the right to go into
a multi-paragraph explanation about
their services and what they do and
quite frankly no one cares and i'm not
saying this because i don't believe that
cold outreach works in fact quite the
opposite i think it is a massive massive
opportunity if done right in fact inside
of apex which is my program that helps
existing agency owners scale to 50 to
100 000 a month and then take that
excess cash flow and excess profits and
roll that into an eight figure
investment portfolio exactly like i did
over the space of my six-year agency
journey inside that program we have a
two-hour call every tuesday with michael
who's our in-house outreach expert and
in that with our apex students he
literally dives into people's scripts
and rewrites them live for everyone to
see so the reason i bring that up is i
wouldn't assign so many resources to
outreach if i didn't believe it worked
but it needs to be done in the right way
and that is exactly why i'm going to
share these two frameworks with you in
this video these are very dumbed down
very simple concepts as i said if you
join apex we have six coaching calls a
week you can apply down below for that
by the way and in there we go far more
in detail because as many of you guys
know i got most of my clients through
paid ads over my six-year journey as an
agency owner so anyways there are really
two main principles that you need to
follow and it doesn't matter what way
that you are actually delivering the
messages whether that's a facebook
messenger linkedin email even through a
sales letter whatever it is you still
need to follow these two frameworks
framework number one is don't be boring
now that's actually sort of the nicer
softer version what i usually say is
don't be lame and a lot of people do not
follow that rule a lot of people send
messages where the recipient is looking
at it and within two sentences they're
rolling their eyes and they're going
great another one another one so number
one don't be boring or even better don't
be lame and number two answer the what's
in it for me question very early on just
like at the beginning of this video i
told you hey you know you clicked on
this video for a reason so i'm gonna
deliver on the promise of this video and
i reassured you on that people's
attention spans are like this these days
so you very quickly need to answer the
question hey what's in this for me the
issue with most cold messages these days
is they will not grab attention and
getting attention quickly when you're
sending a cold outreach is of vital
importance say something unconventional
or surprising that piques the prospect's
interest and sort of puts down their
wall of okay this is just another salesy
message with you know the same copy
paste script if you can prevent that
from happening and as i said if you can
bring down the prospects wall and make
them feel more at ease your chances of
success are gonna skyrocket just
remember your goal is to get the
prospect to hit reply it's not to get
them on a call straight away look most
people don't bear this in mind but
getting clients is very very similar to
your dating life you're not just gonna
jump straight in bed with a woman you
gotta whine and dine a little you gotta
build rapport you gotta build trust all
of these things are important yet for
some reason when we go into the world of
business most people think it's easy oh
you just send this killer script and
then yeah the client's just gonna jump
on a call with you and you're gonna sign
him no of course not think about it from
the frame and the lens of dating all
right now anyways to drive home this
point i'm actually gonna show you a few
cold messages that i've received and
show you why they don't work hi eman
love what you're doing with your
coaching business i'd love to know more
about you and what you do to see if i
can help you in any way what inspired
you to be a coach okay now first of all
i'm not a coach second this is super
generic i don't believe you really know
anything about me or my coaching
business quite frankly you're just
asking me to take time to talk about
myself with zero payoff quite frankly
i'm busy and i don't feel like sending a
stranger multiple paragraphs about why i
started my business and the inspiration
and this and that one first of all it's
not even the correct business model
you're talking about anyways you get it
this one was a no-go let's move on to
another example hi man i hope you're
having a wonderful day by the way i
admire your passion for helping others
transform their business and mindset my
company works with successful companies
from all over the world that have an
empowering message like yours and i was
wondering if you were ready to scale and
increase your yearly revenue and impact
looking forward to hearing from you soon
now why is this one bad i'll let you sit
and mull over for a few seconds if you
guessed generic bingo it sounds like
everyone else it doesn't say anything
about me or my business and then it
transitions straight into the pitch and
the question is very generic too i mean
why should i feel motivated to actually
respond back to this person unless it
was my first day ever using the internet
i was just so excited to even have email
again this is not how you pitch or
actually reach out to someone so with
all that out the way the question is
what is actually a good way to reach out
to clients i spent maybe three minutes
before this video just writing out a
couple examples so bear with me these
aren't perfect if i had more time to
think about it they would be better but
the point is it shows you kind of how to
go towards the right direction and
remember these specific messages would
be more geared towards coaches so just
bear that in mind hey chris i'm obsessed
with you not in that creepy stalkery
type of way rather i just can't help but
watch every piece of content you're
putting out there and you've really been
expanding my mind with your content
actually that's why i'm reaching out i
read in your last post how you said that
september can be a slow time of year for
getting new clients and i totally agree
but what's crazy is in the last two
years september has actually been one of
my best months and the reason why has to
do with one simple tweak i made to my
facebook messaging this tweak takes
literally 20 seconds to implement but
it's really helped me a ton when it
comes to client acquisition and since
you've given me so much value already
through your videos i'd be more than
happy to share with you just let me know
by replying to this message and i'll
send it over like i said it's not
perfect i literally typed this up in
three minutes before i actually recorded
this video but it's better than what 99
of people are putting out there and
actually sending us cold messages so
you're already gonna be so far ahead of
the pack and the reason why at first
it's like this uh emotional spike it's
almost like a spike of cortisol like who
is this person and then it's an ego
boost of like oh wow this person really
genuinely appreciates my content and
then i also mentioned something that
they said that hey september is usually
a slow month for them so basically i've
actually identified a problem that they
have in their life and then i aim to
actually solve it it very quickly
answers the question of hey what's in it
for me to actually respond to this or
keep reading so it's as simple as that
so if i was prospecting on facebook or
any other platform for that matter i
would just be testing stuff like this
again and again as i said this was just
done very very quickly but but if you
sit down and you commit to 60 to 90
minutes a day the next 30 days of you're
just gonna be writing cold outreach
script testing different hooks testing
different angles testing different
things to find your flow and what works
best for you you're gonna end up with
some absolute bangers and i guarantee
that if you do this you're gonna start
signing clients on autopilot like this
once you just get your script styled in
so definitely go ahead and implement
these two frameworks or if you just want
the fast track guaranteed way of getting
there come join us inside of apex and on
tuesday's power sessions you're
literally gonna have your scripts
rewritten live in front of you by our
in-house outreach expert by the way this
guy actually has booked in 600 meetings
last month alone for agency owners so
click the link down below this video
apply for apex let's get you to seven
figures of your agency and then roll
that into an eight-figure investment
portfolio for all the apex members i'll
catch you guys on one of the six weekly
coaching calls
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