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.