Summit Promotion #2

Have you read $100M Leads by Alex Hormozi?

I will say that he’s not my cup of tea but the guy has written two pretty decent books so far. (plus I think he knows what he’s doing, nose plaster aside)

In his latest book, $100M leads he talks about Cold Outreach as a method to get new leads.

So we’re going to discuss the summit promtion method #2 of cold email outreach.

But first.

I’ve been in the internet marketing field for a while and I have found myself often spouting the narrative that cold outreach is a waste of time. That you will get banned by someone, somewhere for it and it’s akin to walking into someones house on Christmas Day and pouring yourself a Baileys, switching channels to what you want to watch and then putting your feet up on the coffee table.

Super cheeky.

But, I remembered something.

Back in the 90’s I worked for my parents company which serviced and fixed catering equipment in Schools.

I left university and looking for an opportunity asked them if I could try out some sales for them. Something, until that point they hadn’t tried yet.

They said yes and I got stuck in.

One of the first things I did was send out a mail merge.

Remember those?

I had the printer whirring away spewing out letters ready to send to hundreds of schools in my county asking them if they wanted to get their domestic ovens serviced in their home economics classrooms.

If our engineers were there already for the school kitchen, they might as well just do the classroom ovens too.

Onwards.

I did quite well with that little mail merge.

Next was hitting the phones to speak to schools, colleges, restaurants department stores, anywhere with a kitchen.

That worked too.

We grew a pretty sizeable business out of that.

With no inbound marketing.

All cold outreach.

I did the same with my fitness business in the early 2000’s and the same again with my marketing business in the last 15 years. So why was I against cold email.

Probably because so many people out there tell you it doesn’t work, it’s spammy, it’s illegal.

Etc.

So, when I read Alex’s book, it gave me permission to look at cold email again.

My theory is that since I am not selling anything, just inviting them to a free event that they will be more receptive.

And if I do it right, it might just work.

Plus, I know the target audience and I can use a scraping tool to get the leads to email.

The art and science of cold email

There is an art and a science behind this method, which I have looked into.

I’m no expert, but when has that stopped us hey!

Here’s my plan.

1. Get a list of leads (scraped with Findthatlead and Reoon Yellow Pages Scraper)

2. Verify them using a tool conveniently called Email Verifier

3. Create a gmail account (gsuite - not my primary email)

4. Use Gmass for bulk emailing starting with 1000 per day

5. Use short copy with curiosity evoking subject line

6. Bullet list of speakers and talks with reasons to attend - something vaguely funny

7. Link to summit to register

8. Boom.

Now there are a few missed steps above. You need to warm your email account first so it has some sending history and engagement metrics. There are tools to do that. Plus newer gmail or workspace account may get throttled and send just a handful a day instead of the hundreds you hoped for.

I am hoping though, that since my email will be so good and offering a free thing that I won’t be reported as spam and I will get some engagement that will be a plus for my email account health.

I will also use an email account that is old but not really been used. I created it many years ago for a YouTube account. (I know you can buy mature gmail accounts too to make sure you get arund Gmail sending limits)

I’ve been a member of Jon Buchan’s group on Facebook, Charm Offensive for some time and there are some experienced people in there who do a good job of sharing info on this subject.

In Hormozi’s book he covers a broad overview and hints at it being a numbers game and there being no substitution for elbow grease. Either getting someone to do the emails for you, or just get on and start sending.

Let’s do some cold email math based on conservatgive estimates in terms of metrics:

Then I will build up to the 2000 per day limit set by Google Workspace to achieve 5 sales per day.

I could also work on increasing open rates, click rates etc and push my numbers up. (note: increasing the send numbers to 2000 and increasing the open rates to 50% means 7.5 sales per day for the same work) On my higher upgrade ticket it would be $727 per day. And if I increase CTR in the emails to 20% then it could get to $1477 in sales per day.

So what have we learned here?

Nothing.

As it’s all theory.

So be sure to check back when I start sharing how these plans are all going and the numbers that I actually achieve doing this.

Next time I am going to share the plan number #3 which is one of my favourites (for now) which is advertising.

See you then

Tim

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