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Validate Cold Outbound Offers & Find Message-Market Fit
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Not that many people know you can provide them a de-anonymized list of email addresses and other contact information for the people who visited their website. This is the type of offer that stands to have great traction because it is a unique offering that has the potential to truly inspire the recipient. “Inherently, cold email is a demand generation channel.You're interrupting someone's day and asking them to try something new. That is most likely to work when the solution being offered has the potential to surprise, delight, and move the recipient to consider something they hadn't thought of.” Cold email isn't a great way to sell a service that a multitude of people and companies sell. Offers that lean more toward demand capture mean that prospects usually do their own research, know where to find solutions providers with reviews, and have friends they can ask at any time.
First, we broke down their product offerings into as many distinct value propositions as possible. “Then, we ensured that the way we framed the offer is in the form of demand generation vs. demand capture. Recall, demand generation is the ability to convince your audience that you have a unique capability to solve a problem, while demand capture promises to solve a problem that is easily solved by any number of people.” Next, we created another layer of framing focusing on how you can shape your message. You want to think of it as a quick and to-the-point solution, a problem to be solved, or a lead magnet. While there are a multitude of ways to get attention in outbound, these three framing categories are useful in getting your recipients' attention.
Let's take a look at what we mean by first defining both terms. “Demand capturein this context is when your cold outbound email promises to solve a problem that is commonly understood and solvable by many.” Example: An invitation to revamp the recipient's website.
This post will walk through the four-phase system I use at Growth Engine X to help companies figure out what their lightning-in-a-bottle offer is (or, alternatively, to prove that none of their product offerings resonate with their target ICP). “Break an organization's core value proposition into a list of compelling product offerings.It's important to consider what among your bouquet of products and features will best resonate with your cold outbound prospect list at the present moment.” Ensure you're creating demand generation, not relying on demand capture.Ensure you angle your offer as an innovative and unique solution. A cold outbound offer that is heavily commoditized and easily solved for by someone else won't resonate.
Ensure you're creating demand generation, not relying on demand capture.Ensure you angle your offer as an innovative and unique solution. A cold outbound offer that is heavily commoditized and easily solved for by someone else won't resonate. “Frame your message as a quick and to-the-point solution, a problem to be solved, or a lead magnet. While there are a multitude of ways to get attention in outbound, these three framing categories are useful in getting your recipients' attention.” Test your product offering and messaging tactics using a phased approach to cold email.Start with a typical sales pitch. If that succeeds, you know your offer has traction among your ICP. If it fails to resonate, shift your focus to gathering information using creative approaches to cold outbound.
Frame your message as a quick and to-the-point solution, a problem to be solved, or a lead magnet. While there are a multitude of ways to get attention in outbound, these three framing categories are useful in getting your recipients' attention. “Test your product offering and messaging tactics using a phased approach to cold email.” Validate your offers by thinking about message-market fit After an offer has failed, people sometimes say that it would've never worked anyway.
Validate your offers by thinking about message-market fit After an offer has failed, people sometimes say that it would've never worked anyway. “No amount of personalized messaging can convert a client if your core offer is bad.” Here, I'm sharing a methodical approach to craft and validate your offers called message-market fit.
Frame your message as a quick and to-the-point solution, a problem to be solved, or a lead magnet. While there are a multitude of ways to get attention in outbound, these three framing categories are useful in getting your recipients' attention. “Start with a typical sales pitch. If that succeeds, you know your offer has traction among your ICP. If it fails to resonate, shift your focus to gathering information using creative approaches to cold outbound.” Validate your offers by thinking about message-market fit After an offer has failed, people sometimes say that it would've never worked anyway.
By creating a more targeted list, you've positioned yourself to resonate better with your audience.For one, the audience is clear, so your messaging can be more tailor-made. And two, the segmentations you've identified are prime for a bookkeeping audit compared to a small business that's been in business for decades with a seasoned leader who presumably has a fully-baked bookkeeping system. “Once you've identified your array of product offerings, determined which ones you'd like to test in cold outbound messaging, and angled the offer to feel unique and non-commoditized, you're in a good position to think about how you're framing the message: as a quick and to-the-point solution, a problem to be solved, or a lead magnet.” Let's take a look at how you can best frame your cold outbound message.
Then, we ensured that the way we framed the offer is in the form of demand generation vs. demand capture. Recall, demand generation is the ability to convince your audience that you have a unique capability to solve a problem, while demand capture promises to solve a problem that is easily solved by any number of people. “Next, we created another layer of framing focusing on how you can shape your message. You want to think of it as a quick and to-the-point solution, a problem to be solved, or a lead magnet. While there are a multitude of ways to get attention in outbound, these three framing categories are useful in getting your recipients' attention.” Once you've decided on the offer or set of offers you'd like to test, we begin walking through a multiphase process that moves from most directly sales-oriented to a more obscured information-gathering set of phases designed to help clients determine where the pain points lie in their offers.
We help people grow their LinkedIn presence and impact using AI and expert tactics in less than ten minutes per day. You'll grow your pipeline and maximize your online impact for less than $50/month. “This quick and to-the-point strategy in which you rapidly call out the audience, the outcome, the time-to-value, and the lack of risk is a strong option, because it lays everything on the table rapidly, with an air of confidence. This is the kind of move that can work well when the offer is compelling enough to warrant a direct message.” The next way you can package your value proposition in an outbound message is through problems to be solved.