Good morning to everyone who wakes up shocked that they haven't lost 15 pounds overnight from the side salad they ate with their pizza ☠️

"#1 Newsletter of the Year" 🏆️ -Andy’s Wife

😱 ANDY REACTS

Hey amgios, did you hear the news? The average rate on the 30-year fixed mortgage is rising for the fourth straight week, and now it's at 6.65%. I don't know about you, but that sounds like a pretty scary number to me. I mean, that's almost as high as my heart rate when I see my monthly rent payment!

But seriously, folks, I never really understood the whole mortgage thing until I started looking to buy a house myself. It's like trying to solve a Rubik's Cube while blindfolded and juggling. And now with interest rates going up, it's like they're adding extra colors to the cube just to mess with us.

I remember when I first got pre-approved for a mortgage, I was so excited that I called my mom to share the news. She just laughed and said, "Oh honey, you're finally joining the rat race." Thanks, Mom. That really made me feel better.

But hey, at least we're all in this together, right? We can commiserate over our high mortgage rates and dream about the day when we can finally pay off our houses and retire to a life of leisure. Or, you know, we could just move to a country where housing is cheaper. Anyone want to start a tech commune in Bali?

☠️ ANDY’S DEADLY DOODLES

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💀 Issue #98 💀

3 types of content your team can create to drive pipeline

How sales can create content to drive pipeline

A lot of us have been there. The company asking us to create more pipeline. To figure it out.

We do a bunch of activities, hoping to get that meeting. Nothing seems to work.

You then fall back to marketing to get you leads. 💁‍♀️

Marketing is amazing. However, your sales team knows your customers best. They have the most conversations. They are closest to the customer on a daily basis.

Your reps have the power to create valuable content to drive pipeline. 💪

Here are 3 ways reps can deploy a content-driven pipeline strategy:

• LinkedIn Posting

• Personal Newsletters

• Sequence Content Optimization

1/ LinkedIn Posting 💻

This is the biggest bang for your buck 🤑🤑🤑

The reach you get on LinkedIn is crazy right now.

But, you can't just say "hey people, start posting on Linkedin". Here's why:

• Reps don't think they have anything to say

• Reps are scared of what people will think of them

• Reps are scared they are not very good writers

And that's ok 🟢

To solve this and get everyone on board, here's what you can do:

• Ask which of your reps would be interested in building their brand online.

• Create an accountability group for those that are.

• Give the people that said "YES!" a prompt every day for 30 days

No how does this help build pipeline? Your reps will be seen as industry experts. Potential prospects will reach out asking for additional details.

They'll start conversations due to their content 💯

👉 The goal of all this: to create conversations.

Personally, I get anywhere from 2-3 people per day reaching out and asking me about Outreach. Some of these folks pass along to other reps. And some of these LinkedIn conversations turn into actual opportunities.

Big Picture: Consistency is key. Get your reps to post every business day for the next 30 days. The pipeline will come.

2/ Personal Newsletters 📰

Of course, reps want to be industry experts, the trusted advisor, etc. 💯

They need to provide their perspective on topics in your industry.

I'm not saying post your company's latest blog post on LinkedIn 🚫

Rather, have reps create a personal newsletter on their unique perspective 🔥

Here's how they can gather content ideas for their newsletter:

• Summarize the latest company blog post. Share their perspective.

• Get a list of the most common "how-to" questions from your support tickets.

• Summarize the latest company podcast.

• Re-purpose emails to customers on strategy questions.

The takeaway is having them leverage information that's already been produced or asked 🕵

Big Picture: Reps can filter prospects to their newsletter and truly be seen as industry experts. 🏋

3/ Sequence Content 📩

No one wants to give you 15 minutes 🤚

No one wants to tell a random person all of their baggage 🙈

No one has a clean inbox that’s empty waiting to take another meeting 🥵

Yet, when we create sequences we think this is the case.

The goal of the content in your email sequences is to educate or "leave deposits". Not to ask for time, but to start a conversation. 🗣️

So here's what to do:

• Pick the 5 most utilized sequences.

• Create a quick "sequence audit" meeting with 3 reps.

• Optimize your content to talk about problem & solution.

• Re-write any emails that these 3 reps wouldn't even respond to.

The takeaway: Audit your sequences and remove any emails that you yourself wouldn't even respond to 🤔

5 High-level Takeaways 🖐

1. Don't rely on marketing for great content. The best content comes from the customers' mouths. Your reps are closest to it.

2. Have your reps put out content. To make a massive impact, consistency is king.

3. Make it easy for reps to create content. Give them prompts, and incentives, or run contests.

4. People love content that is educational and entertaining. Allow your team to express their personality through their content.

5. Most importantly, just get started. It'll be odd getting away from relying on cold emails and cold calls. If you aren't having success there, switch up your tactics - get started with content-driven pipeline.

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🍪 DEADLY DELIGHTS (free resource)

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That’s a wrap for today amigos. Eat your tacos and see you tomorrow! If you want more, be sure to follow me on Twitter (@andymewborn) or LinkedIn.

What did you think of today’s edition? (anonymous)

• 🌶️🌶️🌶️🌶️🌶️ So f**cking fuego

• 🌶️🌶️🌶️ Meh, keep digging

• 🌶️ Snoozefest

A RECENT REVIEW