The psychological trick behind getting clients to say YES

Summary

In 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

00:00

📈 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.

05:01

💡 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.

Keywords

💡Cold Outreach

Cold outreach refers to the act of reaching out to potential clients or customers without any prior relationship or contact. In the video, the speaker emphasizes the importance of effective cold outreach in business, particularly for agency owners looking to scale their operations. The video aims to provide frameworks to improve the success rate of cold outreach messages, which is central to the theme of growing a business through strategic client acquisition.

💡Frameworks

Frameworks in this context are structured approaches or sets of guidelines that can be applied to a specific task or problem. The video promises to share two frameworks that can 'skyrocket' the results of cold outreach efforts. These frameworks are presented as simplified and effective methods to craft compelling outreach messages that stand out and yield positive responses.

💡Generic Questions

Generic questions are broad, non-specific inquiries that do not take into account the unique circumstances or interests of the person being addressed. The speaker criticizes the use of generic questions in cold outreach, suggesting that they fail to engage recipients and are a common mistake that reduces the effectiveness of outreach efforts.

💡Multi-paragraph Explanation

A multi-paragraph explanation refers to a detailed description or pitch that spans multiple paragraphs. The video script points out that recipients of cold outreach often find such lengthy explanations off-putting, as they can come across as self-serving and lacking in immediate value to the recipient.

💡Attention Span

Attention span refers to the duration for which a person can concentrate on a task or stimulus without their focus wandering. The video highlights the brevity of modern attention spans, particularly in the context of digital communication, and stresses the need for cold outreach messages to quickly capture and maintain the interest of the recipient.

💡Unconventional or Surprising

Unconventional or surprising elements in communication are those that deviate from the norm or standard practices and can evoke a sense of curiosity or interest. The video suggests using such elements in cold outreach to pique the interest of the recipient and differentiate the message from typical sales pitches.

💡What's in it for me (WIIFM)

The 'What's in it for me' (WIIFM) concept is a strategic approach to communication that focuses on the benefits or value that the recipient will gain from the interaction. The video underscores the importance of addressing this question early in a cold outreach message to motivate the recipient to engage further.

💡Rapport and Trust

Rapport and trust are interpersonal dynamics that facilitate smooth and effective communication. The video likens the process of building client relationships through cold outreach to dating, emphasizing the need to build rapport and trust before expecting clients to commit to meetings or business engagements.

💡Sales Letter

A sales letter is a written communication aimed at persuading the reader to purchase a product or service. In the video, the sales letter is mentioned as one of the various mediums through which cold outreach can be conducted, alongside digital platforms like Facebook Messenger and LinkedIn.

💡Tweak

A tweak refers to a small adjustment or modification made to a process or system. The video uses the term to describe a minor change in the approach to Facebook messaging that significantly improved client acquisition, illustrating the potential impact of even minor adjustments in cold outreach strategies.

💡Autopilot

Autopilot, in the context of the video, metaphorically refers to a state where a process operates smoothly and efficiently with minimal direct intervention. The speaker suggests that once an effective cold outreach script is developed, client acquisition can become almost automatic, or 'on 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