🌊 HIGH TIDE

Creating Mental Movies

My CEO told me I gave the best demo he's seen yet.

I only changed 1 thing.

I warmed up the prospect's mind. I built a mental model around what I was going to show them.

If we demo'd 1 year ago, I would have jumped right into the product, clicked to the next "oh-ah" feature, asked "any questions?", then onto the next feature.

Not no mo'.

I stole this concept from the copywriting book, Cashvertising:

Unless you create internal representations in your prospects' brains, you will prevent them from creating their own internal representations.

I'm a 'visual' person, and most folks are visual. Even if they don't admit it :-)

Steal this... Below is the slide I use to build the mental model around Outreach.

🌊 MID - TIDE

The Battle for Attention

Does everyone have ADD these days?

Doesn't matter whether you are creating ads, sending prospecting emails, LinkedIn messages, tweets, whatever. People are hard to hook these days

I've changed my approach to how I reach out to people cold.

Bottom line:

- Keep it short, choppy, concise

- Write as if you are writing to a friend

- Get your first draft out as fast as possible. Edit later.

Need examples?

• Look at ads that caught your attention. Screenshot them.

• Find subject lines that got you opens.

• Ask marketing what material has worked best for them recently.

Zooming out... Copywriters and content creators will be more closely aligned to sales team. Hell, maybe even as part of the sales team.

🌊 LOW - TIDE

Not Getting Responses? You Offer isn't Clear.

A great email sequence has 5 components:

• Subject lines that grab attention

• Shocking statements (i.e. hope you are well) strikethrough

• A few bullets to build curiosity

• Specific low-friction call to action (CTA) for what you want them to do

• Lead them somewhere else that provides value

That's it.

Is there a-lot packed in those $5 bullets? Yes.

Here's where I see most companies miss the mark:

• The low-fiction CTA throughout the sequence is different for every email. Keep it consistent.

You ever read a book and think "They repeated the same thing 1000x"? That's intentional. The average person doesn't remember things unless repeated multiple times.

DON'T DO THIS:

Email 1 offer: 15 minutes of your time?

Email 2 offer: 30 minutes?

Email 3 offer: 6 hours?

DO THIS:

Email 1 offer: Open to discussing a workflow analysis?

Email 2 offer: Open to discussing a workflow analysis?

Email 3 offer: Open to discussing a workflow analysis?

Think of your sales calls. How many times do you have to repeat something before people get it?

Send the same email over and over, and you'll be hated. Run different variations of the same offer in an email, and you're taking advantage of the power of redundancy.

You'll trick the reader into believing they are seeing a new email rather than a recycled version of the one they saw last week.

WARNING: Your offer has to be *strong* and valuable. 15 minutes of their time to pitch your product isn't that valuable.

For example,

• Offer a workflow analysis

• Offer an introduction to a VP

• Invite them to participate in your podcast

Don't believe me? Ask yourself how many times you've seen the same instagram ad this week with an offer of 20% off ;-)

TLDR: ENJOYING THE NEWSLETTER?

Mi Tambien. Loving the responses from a few of you as well.

If you have any feedback, click on that reply button and give me a shout.

Andrew ✌️🤙