How to Create a Frontend Offer that 10X's Leads Generated from Cold Email
Summary
TLDRThis 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
📝 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.
💼 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.
🔍 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.
📈 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.
Mindmap
Keywords
💡Frontend Offer Creation
💡Cold Emails
💡Homoi Framework
💡Risk Reversal
💡Outbound Marketing
💡Service Delivery
💡Market Research
💡Pain Points
💡Upsell
💡Retainer
💡Affiliate Marketing
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
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