How to Create a Frontend Offer that 10X's Leads Generated from Cold Email

Summary

This module delves into crafting effective frontend service offers for B2B agencies, emphasizing the need to move beyond traditional, overused sales pitches that have lost their impact. It advocates for a strategic approach that involves conducting market research to identify prospects' pain points, then designing a valuable introductory service—either free or at a significant discount—to quickly demonstrate value and results. The goal is to establish trust and expertise upfront, paving the way for upselling to more lucrative, long-term services. The script also touches on the importance of using AI to enhance the offer-creation process and the significance of booking meetings to convert these offers into tangible business opportunities.

Takeaways

• 📈 The speaker suggests that traditional high-pressure sales tactics, like guaranteeing results or offering risk reversals, are no longer effective due to market saturation and skepticism.
• 💡 Front-end service offerings are recommended as a way to introduce potential clients to services without the immediate expectation of a full-service commitment.
• 🚀 These introductory offers should be quick to deliver, require minimal effort from the service provider, and provide immediate value to the client to prove capability and build trust.
• 🔍 Market research is crucial to identify the biggest pain points and needs of prospects, which should guide the creation of a valuable front-end offer.
• 💼 The goal of a front-end offer is to 'get your foot in the door' with dream clients, proving value and results quickly before suggesting a more substantial, potentially profitable service.
• 📊 The speaker emphasizes that even with risk reversals, the perceived likelihood of failure can still outweigh the potential benefits, which is why a different approach is necessary.
• 💰 The front-end service should be designed to not lose money but also not to be so profitable that it detracts from the main service's value proposition.
• 📝 Crafting a compelling message around the front-end offer is essential, as it should be simple, easy to understand, and highlight the offer's value to the prospect.
• 📈 The script provides examples of successful front-end offers, such as free ad creative audits, affiliate marketing campaigns with no upfront cost to the client, and free email campaigns with a small monthly fee.
• 🤝 The ultimate aim of a front-end offer is to book meetings and convert prospects into long-term, high-value clients, rather than just giving away free services without a strategic follow-up.

Q & A

What is the main topic of the module discussed in the transcript?

The main topic of the module is frontend offer creation for lead generation without changing service delivery, specifically in the context of outbound marketing.

Why does the speaker believe the traditional HOMS framework is no longer effective?

The speaker believes the HOMS framework is no longer effective because it has become overused, leading to a lack of trust from prospects due to the repetitive and often unfulfilled claims made by many agencies.

What is the issue with the current approach of guaranteeing results and offering risk reversals?

The issue is that even with risk reversal, the perceived likelihood of the service not working out still outweighs the potential benefits, leading to time loss and opportunity costs that prospects are not willing to take.

What is a frontend service offering and how does it differ from a main service?

A frontend service offering is an introductory service that is either free or significantly discounted, designed to quickly prove value and results to prospects before offering the main service.

Why is it important to prove value and results quickly in the current market?

It is important because markets have become more sophisticated and prospects are more hesitant and skeptical of claims. Quick proof of value helps to establish trust and expertise upfront.

How does the frontend offer strategy help in closing bigger deals?

The frontend offer strategy helps in closing bigger deals by first establishing credibility and trust through a low-risk introductory service, which then leads to an easier upsell to a more substantial, higher-value service.

What are some examples of frontend offers mentioned in the transcript?

Examples include free ad creative audits, affiliate marketing campaigns where the agency puts down ad spend and only gets paid on profitable sales, free cold email campaigns with a certain number of inboxes, and free affiliate content creator placements for brands.

Why is it crucial to book meetings after offering frontend services?

Booking meetings is crucial because it ensures that the offer leads to tangible engagement with the prospect, rather than just providing free services without any commitment or further discussion.

How does the speaker suggest using AI to assist in creating offers?

The speaker suggests using AI to generate ideas and insights by asking it questions related to offer creation, which can help stimulate thought and develop effective frontend offers.

What is the importance of having a retainer in the pricing model as mentioned in the transcript?

Having a retainer in the pricing model ensures that there is a baseline cost that covers team and tech expenses, providing a financial safety net for the agency even if they offer discounted or free services initially.

Outlines

00:00

📝 Front-End Offer Creation for Lead Generation

The paragraph discusses the importance of creating attractive front-end offers for lead generation in the competitive digital marketing space. It critiques the outdated 'Heros' framework for cold emailing, highlighting the saturation and distrust it has engendered. The speaker advocates for a new approach, emphasizing the need to stand out by offering valuable services that quickly deliver results and build trust with potential clients. The focus is on offering an introductory service, either free or at a significant discount, to prove one's capability and value before pitching more extensive, high-value services.

05:02

💼 The Power of Front-End Service Offers in Sales

This section delves into the strategy of using front-end service offers to not only attract clients but also to set the stage for higher-value back-end sales. It explains how offering a low-cost or free service can establish credibility and trust, leading to more significant contracts down the line. The speaker uses the example of setting up an email campaign infrastructure at no profit to showcase their capabilities, with the expectation of securing a more lucrative retainer agreement once results are proven. The approach is framed as a smart investment, akin to advertising, where an upfront cost is made with the expectation of a return on investment through future business.

10:02

🔍 Crafting Front-End Offers that Convert

The paragraph outlines a systematic approach to creating effective front-end offers. It starts with conducting market research to identify the most pressing pain points and needs of potential clients. Then, it suggests developing a one-off service that addresses these needs and can be provided at little to no cost, thus offering high value with minimal investment from the client. The speaker also stresses the importance of crafting a compelling message around these offers to make them irresistible and easy to understand, which is crucial for securing meetings and ultimately converting leads into clients.

15:02

📈 Examples and Best Practices for Front-End Offers

In this part, the speaker provides concrete examples of successful front-end offers, such as free ad creative audits, affiliate marketing campaigns with significant ad spend upfront, and free email inboxes for outbound campaigns. These examples illustrate how to structure offers to minimize risk and effort for the client while maximizing the potential for conversion. The paragraph also touches on the importance of booking meetings as a key goal of these offers, ensuring that the value provided leads to tangible next steps. The speaker encourages leveraging AI for inspiration and efficiency in crafting these offers and invites further discussion for those seeking assistance in creating effective front-end offers.

Keywords

💡Frontend Offer Creation

Frontend Offer Creation refers to the strategy of designing an introductory service that is either free or significantly discounted to attract potential clients. In the context of the video, it is presented as an effective method to stand out from the competition and to prove the value of one's services without requiring a substantial commitment from the client upfront. The video emphasizes the importance of creating an offer that is quick to deliver and can show results rapidly, which can then lead to a more substantial, long-term business relationship.

💡Cold Emails

Cold Emails are unsolicited messages sent to potential clients with the intent of promoting a service or product. The video discusses the saturation of cold email marketing and how traditional approaches, often filled with grandiose claims, have lost their effectiveness. It suggests that a frontend offer can serve as a more attractive alternative to the typical cold email pitch, potentially leading to higher engagement and conversion rates.

💡Homoi Framework

The Homoi Framework is mentioned as a traditional method for crafting cold emails, which involves making bold promises or guarantees to entice prospects. The video argues that this framework is outdated and no longer effective due to its overuse by many marketers, leading to a lack of trust among recipients. The presenter advocates for a shift towards frontend offers as a more reliable and trustworthy approach.

💡Risk Reversal

Risk Reversal is a marketing strategy where the seller assumes the risk of a transaction to reassure the buyer. This often involves guarantees such as refunds if certain outcomes are not achieved. The video script points out that even with risk reversal, the perceived likelihood of failure can still overshadow the assurance of a refund, leading to hesitation from prospects.

💡Outbound Marketing

Outbound Marketing is a proactive approach to reaching out to potential customers, often through cold emails or other direct communication methods. The video discusses how outbound marketing has become challenging due to the prevalence of similar offers and the need for a more innovative approach like frontend offer creation to capture the attention of prospects.

💡Service Delivery

Service Delivery in the video refers to the process of providing a service to clients. The script emphasizes the importance of not compromising on service delivery quality even when offering frontend services at a discount or for free. Maintaining service quality is crucial for establishing credibility and trust, which can lead to long-term client relationships.

💡Market Research

Market Research is the process of gathering information about a market, including customer needs, preferences, and behaviors. In the video, market research is highlighted as a critical step in identifying the pain points and needs of potential clients, which can then inform the creation of a frontend offer that addresses these specific issues.

💡Pain Points

Pain Points are issues or challenges that customers face, which a business can address with its products or services. The video emphasizes the importance of understanding and addressing these pain points when crafting frontend offers. By targeting pain points, businesses can create offers that are more likely to resonate with and attract potential clients.

💡Upsell

Upsell is the practice of selling an upgraded or more expensive version of a product or service to a customer who has already purchased a basic version. The video discusses the strategy of using frontend offers to prove value and then upselling to a more comprehensive service or higher-tier retainer. This approach is presented as a way to increase the perceived value and likelihood of closing larger deals.

💡Retainer

A Retainer in the context of the video is a fixed fee paid regularly, often monthly, for ongoing services. The script suggests that even when offering frontend services at a discount, it's important to establish a retainer that covers the costs of providing the service. This ensures that the business is sustainable and can deliver quality service over the long term.

💡Affiliate Marketing

Affiliate Marketing is a performance-based marketing model where a business rewards affiliates for each customer brought in by the affiliate's marketing efforts. The video gives an example of an affiliate marketing frontend offer where the service provider puts down a significant ad spend with the agreement to only get paid on profitable sales, showcasing a high level of confidence in the service's ability to generate results.

Highlights

Introduction to frontend offer creation for lead generation without altering service delivery.

Critique of the traditional homoi framework for cold email campaigns due to its ineffectiveness in the current market.

Analysis of the saturation of cold emails and the lack of trust in generic service promises.

Discussion on the risks of offering guarantees and the challenges of refunding processes.

Importance of understanding the mindset of prospects who are weary of repetitive sales pitches.

The concept of frontend service offerings as an introductory service, either free or at a significant discount.

Rationale behind frontend offers: to prove value and results quickly and establish trust before upselling.

The necessity of warming up prospects with frontend offers before presenting main services.

Strategy of using frontend offers to charge more on the backend after proving service value.

Market sophistication leading to increased skepticism and the need for a more cautious sales approach.

The evolution from direct service selling to a more value-driven frontend offer strategy.

Example of a frontend offer: free ad creative and audit as an entry point to larger campaigns.

Case study of a successful frontend offer leading to five-figure client engagements.

The workflow for creating a frontend offer: identify pain points, craft offers, and communicate value.

Examples of effective frontend offers, including free ad creatives and audit services.

The importance of conducting market research to understand the biggest pain points and needs of prospects.

Advice on structuring frontend offers to avoid negative cost implications while providing value.

Encouragement to use AI for generating ideas and optimizing the creation of frontend offers.

Transcripts

all right so in this module we're going

to be covering frontend offer creation

so yeah let's dive into it and this is

going to essentially be how you can

create an offer that tenix as leads from

co co outbound um without changing your

service delivery right and this is not

the hosi framework because my opinion I

think the homoi framework over cold

email is it's not necessarily dead but I

just don't think it works anymore

because or works as well as it did

before because so many people do it

right so yeah let dive into it so

obviously I'm going to saturate

um you know every agency owner and every

btb alator is sending hundreds or

thousands of cold emils per day trying

to promote their service improve

prospects why they the best amongst the

Cs spam right and these are the Hermos

sort of Frameworks style offers that

people are pitching right it's like will

two two extra email Revenue in 60 days

or you don't pay you know will generate

1 million organic views and make your

brand viral will 10xt your landing page

conversion 2 it's just like the same

it's like the same crap over and over

again like every everyone sees this

everyone receives this it's nothing new

no one trusts this anymore yeah it's

like claim after claim to claim is all

these products you're seeing every every

single day in most cases in most cases

prospects have already worked the agency

and have been burned right they've had

similar offers to these like a lot of

email agencies they they they make this

offer where it's like we we we

guaranteed to 2x your email Revenue in

60 days or something with like ads we

guarantee like a 2X row as in 60 days

are going to pay um but you know

obviously a lot of times it doesn't work

work out and you know the process of

refunding that can be tough and then

it's just like it's just so much time

wasted it sucks and everyone's trust is

ruined and

yeah so why should anyone in the right

mind trust these claims like why would

you trust these um especially you know

if you go to the website the website

sucks um don't have many case studies

it's just like why would you trust this

even the reverse a risk referal the

potential time lost and opportunity cost

still outweighs the perceived likelihood

of achievement

in a negative way and this this line

right here is actually extremely

important to understand like I'm going

to reread this even the with risk

reversal right we're guaranteeing

something here or we're literally

mentioning we'll give them a th bucks

back the potential time loss in

opportunity cost still outweighs the

perceived likelihood of achievement in a

negative way so you got to understand

even if you make these claims and they

believe you um like they believe that

you'll you'll refund them if you have to

right the perceived likelihood of this

not going out or working out it still

outweighs you know this potentially

working out right they don't want to

deal with the time lost opportunity cost

they don't want to put money up front

they just don't want to deal with any of

that right and this is a very important

mindset to understand with a lot of

prospects nowadays is like they just

don't they don't care they don't want to

spend the time doing any this crap right

they don't want to deal with

it so yeah this is the typical thought

process your prospects when they see

your copy and paste hosi or Heros claim

whatever and then proceed to un unsub

Markus spam delete or they might ask for

more information then it goes to you

because they just realize it's the same

crap as everyone else

right yeah and in the brain it's immed

trigger triggered in a negative way when

they see this right same pattern BS

claims so this is if this is the case

then how do we offer our service in an

attractive way that doesn't immediately

put us in spam right how do we create

offer that goes beyond guaranteeing

results and risk

reversals how to create a pattern

disrupt in our Prospect Minds that

actually get them to think for a second

like genuinely think not look at this

and be like Oh another crap email the

solution is a front-end service offering

right what is a frontend service

offering it's not an offer that is your

main service but it's an introductory

service that's either either free or a

significant discount so it's like a

really good offer right um yeah I mean

it's a really good offer for the money I

mean that's what offer is but you get

what I'm saying right um simply just to

get your foot in the door with your

dream clients to prove that you can

deliver value and results fast so the

sort of nature of these frontend offers

we want to be something that we can

deliver quickly that doesn't take too

much fulfillment from you but it's still

valuable and can drive results fast

right and I I'll dive into why in a in a

minute but yeah the reason why this

works is because the days of selling the

main service directly up Emil one and

expecting good

results it's it's dead at this point

right you need to you need to warm up

your prospects

and proved that your team is worthy of

clothing closing you know whoever it is

on your 5K month retainer what however

much you're charging right 10 20K a

month um you actually need to prove that

you are good what you do first and then

upsell them into in what into your

retainer or whatever your model is and

and not to

mention that this is a great model for

charging more in in the back end right

because the thing is if someone let's

say you lead with a friend offer that

cost like a thousand bucks to set up

let's say

we're we're doing like a test run called

email campaign where we're setting up

the full infrastructure for them we're

setting like a high velocity

infrastructure we're setting like 200

200 email accounts for them all this

stuff and it costs like 1K a month and

we're basically not making any profit

off it because we're just spending all

the money on Tech and team

we're it's basically like we're working

for free but they're they're covering

the costs um it's a no-brainer for them

because I mean for us at this point we

have the we' we we've established the

authority that to we're paying us $1,000

a month is like nothing so we set the

campaign for them we run it for them and

you know we're obviously it's like a

test we're trying to see are can we get

results with their offer is our service

legit all this stuff then once we

obviously generate results um and

they're like oh okay these guys are

legit we're we're going to go with them

with with an ultimatum be like all right

you know you guys can keep the

infrastructure and manage it all on your

own but you know we're going to upsal

you guys into like a four or 5K month

per month retainer or you know where

we're done here but the thing is if

we're generating results then of course

they're going to want to work with us

further and with that we're able to

charge more on the back end um versus

leading with like Hey we're Charing 5K a

month and we're starting we're going

from zero they they just immediately put

money down right um and I think moving

forward this sales framework um sort of

sales process is going to be really

really powerful so yeah like this is

very powerful I'll dive into that later

I'll have whole modules on like the

sales process we run through but yeah

this is this helps out across the board

not just for generally leads up front

but also for closing bigger bigger deals

in the back

end so yeah um this works as a result of

natural progression um of sophistication

within Market

as markets get more sophisticated people

become

more more uh hesitant and more skeptical

of your offers because they've seen so

many other agencies do wrong um they've

been done wrong before so they're a lot

more hesitant right so we need to do

baby steps into

this and prove that we're experts

upfront rather than just saying just

saying we are right yeah so you know

this is this is this is common sense but

as markets get more saturated you have

to offer more value up front and take

smaller steps to just simply get your

foone in the door before the Hard Sell

so so you're working you're you're

running e-commerce

offer um I remember like three years ago

the other Christian the client sension

one he made that one email where for

it's like an email marketing offer email

where he's saying like hey do you do you

use clavo for email marketing or

whatever and that's like the full email

and like that used to rip B like 20

meetings a month or whatever obviously

if you do that now you're going to book

zero meetings like that that doesn't

that email literally does not work at

all anymore um it doesn't provide any

value people have just seen it a billion

times um yeah it just doesn't really

offer any value and it's just like like

why are you even asking that question

like so now as the markets the markets

especially in e-commerce are gotten so

sophisticate at this point you need to

really lead with value hard um so let's

dive in how we can actually do this and

how we can actually create a front offer

and you're going to do so essentially by

addressing the follow the following so

first you need to conduct market

research on the biggest pain points and

needs that your prospects have regarding

your

offer and for example over spending on X

uh you don't have like overs ad spend

they don't have like a certain system in

place they're struggling with being

profitable or they need like an outbound

system they need better demand capture

syst system Etc and then based off the

pay for a need think of a valuable

one-off service so something that is

just like doesn't require your full

attention but it can just be done in

essentially in a commoditized way that

you Pro provide for free or at a huge

discount without having a negative CSE

so essentially

or I which what you could do here um and

this is this is a lot more intricate

this is something you can do if you're

like a bigger company is you can offer

something where you are yeah losing like

a decent amount of money up front but

you know at if you have the numbers of

your close rate that you'll make the

money back even if you're losing it on

certain clients um so it's like it's

basically running ads really it's like

with with these free offers or whatever

you're doing um these these big

discounts it's basically running ads

you're you have to put money down and be

willing to lose some of it on certain

prospects to then on the back and close

ones that are going to pay you a good

good amount of money

um but yeah making sure that you know

you don't have a negative C I mean

that's

obviously it's common sense

but yeah and then around this around

this offer you create so let's say for

example for us um running a outbound

offer we're offering like that test

campaign where they only pay like a th a

month um and we do everything done for

you it's a typical service and yeah just

do do a test on it that's a really good

offer and that's super easy to sell to

people and that's just like and then

from there the upsell is really easy if

we can get results for them and also

another thing to keep in mind with that

is like let's say we're not able to get

good results for them um within the time

frame that we mentioned then it honestly

it saves us from working with the bad

client and then it also saves their time

from like wasting their time working

with someone right so it's a win-win

honestly

um but yeah you can always applies to

your own offer say you do landing pages

offer like a free landing page and then

UPS on cro um that's when Matthew Larson

talks about a lot you do ad creative

offer free ad creative I'm going to dive

into these examples right here but yeah

for whatever your offer is or whatever

your client's offer is just think of

different oneoff Services you can offer

for them and if they're willing to do it

obviously make sure they are and then

just create create a Snappy message

around it um this is easy I mean if you

have a really good offer it's so easy to

write emails around because that's all

you can do just write the email around

it it's it's writing cold emails with a

good offer is so easy is literally so

easy so yeah this is the this is the

full sort of

workflow find pain Point need craft

offer around either um or offer free or

cheap uh work write message around dummy

value of offer simple

right so yeah that's the workflow so

here's a few examples of front offers

that have worked well for us um free ad

Crea ugc and audit of P creative

obviously super

simple um what the client can do here is

they can hop on the call or like

obviously offer the free ad creative ugc

then once once they respond saying

they're interested you tell them like

hey we'll audit your past creative and

then create the new creative off what

we've seen and then run a data a data

driven test on that no's going be

affiliate marketing campaign where the

the client puts down thousands in ad

spend um and only gets paid on

profitable sales we had a client that

did this and this client was a really

big client I not like massive but they

were doing like a few million a year so

these guys were down these guys were

able to put down um 20,000 ad span for a

qualified Prospect and also keep in mind

for all these you want to make sure

you're doing for qualified prospects

you're not doing this for some random

freeloading Chumps like you can tell the

vibe on the call and see if they are

qualified or not right if they're not

just trying to get free work out of

you um but yeah so yeah back to the

example we had a client they ran an ad

Creative Media buying agency and they

were offering a affiliate campaign where

yeah they put down $20,000 in ad spend

um create the creative test the creative

for them and they'd only get paid on

profitable sales so that's a super good

offer that that that and we're talking

to Ecom with that and I was booking

like I don't know I mean solid you know

three to five meetings a week which in

Ecom in you know let's say like quarter

three of

2024 it's pretty good and we're sending

about like th emails a month or a th000

emails per day which is not not high

volume because they're they're only

working with brands that we're doing

over a million a month so it's pretty

big

prospects and yeah not that much volume

but we're booking really solid sales

calls um and the conversion from that uh

for the people that got on that was was

super high because they always performed

right so and then those clients became

five figure P clients for them um so

yeah and then for cold email like offer

free or this is a free one uh this is

not the same as the example I mentioned

earlier we can offer free free 50

inboxes we we do this as well like we

have inboxes on the back burner that are

just like under General domain names and

just have random names of people and we

offer these for free

um for you know over outbound and then

you know offer to create a campaign with

5,000 ICB leads write the Messaging

launch the campaign manage the inbox

book the meetings for them all that

stuff Ty we do like a 30-day type of

thing um post launch for that and yeah

from there we can obviously determine if

got results or not and obviously if

we're getting results they always they

always convert they always convert

because then from there say worst case

scenario you don't get them on retainer

you get them on like paper call it's

just like it's easy it's so simple um

and then you can slap like a a tech

retainer on that you always want to get

a retainer U this is this is pricing

sauce for the the outbound guys like you

always want to have some sort of

retainer in your pricing mod even if

you're doing Paper Co which we still

have paper call clients um you want to

make sure there's a bottom end retainer

that's covering your team cost and your

Tech cost no matter what that's the base

you need that don't just work on unless

you're just starting don't just work on

paper call it's

yeah always have some sort of Base

retainer that is covering costs anyways

I'm getting I'm getting on side

attention um free free affiliate content

creator placements for Brands that's

another one so yeah these are all

examples um obviously you create this

for whatever your offer is I'll probably

have a we'll probably create a chat that

like has specifically for offers so you

can or even on our calls you can ask me

like create a few offers you can ask me

what we think is good or not um but the

thing is like you want to keep it

something very simple and like easy to

understand and is obviously valuable if

you make it too complex then people are

going to be turned off from it because

they're like thinking oh I have to do

all this to help them so you want to

make sure that they don't have to do

anything simple understand and it's high

RI on the time or money they have to

invest

right these are just few examples but

all these work really well um and you

can notice there's pretty much zero risk

or effort required for any of them other

than help you on a 15-minute call and of

course the goal here is book meetings

right don't just offer don't just give

free stuff to people and not not get

meetings right you want to actually book

meetings um or else you're just wasting

your

time yeah and if you're offering these

free things your PR is going a lot more

incentive to actually hop in the call

since they know when they hop in the

call They will receive tangible value

right but yeah I guarantee you that your

outbound results will Skyrocket once you

implement the front and offer system as

we have here um so try it out for

yourself and yeah so I need to call we

have or you can DM me personally ask if

you're struggling to create an offer for

cold email or like you're struggling to

create an offer for one of your clients

come to me I'll try to help you with

that but yeah just go go to go to chat

gbt like really with another thing I

want to uh really harp on with this

course is like I want you guys to be

using AI as much as possible because

dude with AI I mean you can you can get

so many answers from AI um if prompted

properly just go to gbt 4 ask it these

questions it'll give you some ideas and

you can from there you can get your

gears turning and build some ideas off

that but yeah you have any questions let

me know