I Sent 1,000,000 Cold Emails: everything you need to know (FULL MASTERCLASS)

I sent a million cold emails. Here's everything you need to know. Hey. So this video is the ultimate guide to booking sales calls using cold emails. This video is everything you need to know A to Z about generating sales calls using cold emails. Obviously. This video is presented by me, Jimmy Fung. I'm the founder of Inbox Lab IO, my consulting program and Salesway IO my lead generation agency. What you're seeing right now is actually a screenshot of my calendar just to show you that this works. And by the end of this training, by the end of this video, you know everything that you need in order to set up a cold email system that will allow you to generate 10 plus sales costs every single week. The same system that will allow you to easily, easily sign three to five clients every single month. I've sent over a million cold emails in the past 12 months. And this is the exact same coding system that has allowed me to generate $50,000 a month in inside of my own lead generation agency and that has allowed me to book thousands, thousands of sales costs. And this cold email system will work for you even if you don't have your first client yet. This system will work for you. If you never sent a single code email in your life, maybe you tried cold emails and just never got results. This video will still help you. This video will help you if you're just starting out in your business and you just don't know how to generate sales calls or if you just don't know where to start. In fact, I will make sure that by the end of this video, if you watch the whole thing, you will have access to the exact same strategies and the exact same frameworks that will allow you to generate hundreds of sales calls in the next few months. This video, I don't gatekeep any information and this is literally the strategies, the stuff that gurus on the Internet will charge you thousands of dollars for inside of the course. Right? So here's some proof that this works. These are just some of the other people that I'm working with. These are all agency owners, people building their own lead generation agencies and using exact same strategies, they've all booked sales calls. Right? So we have Russell, who launched his first campaign and he booked his first call with surprise. Who has booked his first cold sales call from cold emailing. Simon. First meeting booked. Tom's he launched his campaign. First meeting booked. First meeting booked. Chino booked four sales calls in a single week. Zach, he was doing some other stuff with cold emails. Didn't really know what he was doing working with me, he was able and using the exact same things that I'm sharing today in this video, he was able to generate a sales call right? After having a pretty inefficient process. Franco getting 10 sales calls, Van getting sales calls. Right? You get the point. All these people are getting sales calls. Brian. Using these exact same strategies, he was able to help his clients generate sales calls with Amazon and a YC Combinator back startup. Russell, he was actually in the beginning, four calls. And he started his campaign a few days earlier. Right? So if you're new here, this is my story. If you've never met me before, you never watch any of my videos. My name is Jimmy Fung and I run a lead generation agency called Salesway IO, which is where we work with different B2B companies, helping them book sales calls for their business using cold emails. In the last few months, we have worked with 50 plus clients at this point in a bunch of different industries. Recruitment agencies, marketing agencies, software companies, PR firms, logistic companies, law firms, driving schools, you name it, right? So any industry, B2B industry you can think of, There's a chance that I have worked with them personally and have used code emails to generate them. Sales costs. So this process works in a bunch of different industries. The process of using cold emails not only works, but it works extremely well. This is a screenshot of my clients who I was working with. And he sent me this, right? Using cold emails, we were able to help him generate sales costs with both VMware and InterLink Mortgage, right? VMware, $1 billion company, right? So this process works for any size of companies as well. And to show you some more proof right before we get into the actual video, here is actually my calendar, right? So Last year in January 2023, this is my Google calendar. As you can see, these are. These awkward things on my calendar are sales calls, right? I'm just booking a lot of sales calls the next week. A lot of sales calls. February, so many sales calls, right? More sales calls than I could keep track of. So this process works and it works extremely well. If you follow everything, I will share in this video. So jumping back into the Google Docs, we will be covering five key topics today in this video. The first one is the front end sending. Number two is email deliverability. Number three is building your leads list. Number four is scripting your email campaign. And number five is the day to day management of your cold emails. So starting with front end email sending. So success with cold emails is not rocket science. It's not that hard. In fact, it's actually pretty straightforward. And once you understand each of the individual parts, it's actually really, really simple to book meetings using cold emails. And if you think about cold emails, success with cold emails really boils down to the following three ingredients. The first one is volume. The second one is who you're reaching out to, and the third one is relevancy. And if you are able to figure out and understand each of these three components, you will see successful cold emails guaranteed. So, breaking that down, volume, right? This is pretty straightforward, like anything else in sales. And again, cold emails is part of sales. Like anything else in sales, volume negates luck. Someone who is sending 50 cold emails a day will obviously get completely different results than someone who is sending a thousand emails per day. That's pretty straightforward to understand. That's not to say you are blasting a million emails every single day and just closing your eyes, crossing your fingers and hoping for the best. You need to ensure that you're getting in front of the right decision makers, the right people with messaging that is relevant and that applies to the current situation. Who, again, pretty straightforward. If you are, let's say, trying to sell marketing, sell to marketing agencies, but you end up emailing realtors, you're obviously not going to get results, you're not going to get good results at all. Similarly, if you know that you typically sell to, let's say, the founders of marketing agencies, those are your decision makers, you reaching out to the marketing manager is also not going to work that well either. So it's very important that you make sure you understand completely who you're selling to and make sure you're getting in front of the direct decision maker. The third component is relevancy. So assuming you have enough front end volume, assuming that you are reaching out to the correct people, you need to make sure that your messaging is relevant again, right? If you send a million emails to the right people, but you are writing complete bs, you're writing just random words, you will still not get results using cold emails. So you need to make sure that your messaging is relevant to the people who you're reaching out to with a message that is clear, direct and easy to understand at a quick glance. And we're obviously going to go over that in today's video. So here at sales with IO, my lead generation agency, and for all of our clients, here is typically what our front end setup looks like in terms of the code emails. We always buy 15 to 17 domains. This is what you'd be using to send the code emails. With those 15 to 17 domains that we're buying from Porkmoon.com, we are then setting up 50 Microsoft Outlook business basic email accounts. Those are the email inboxes. After that, what that translates into is roughly 1500 cold emails a day, meaning every single month, every 30 days. We are reaching out to 45,000 people, right? We're sending 45,000 total emails per single client. And it's near impossible to not see results if you are sending 45,000 emails every single month. That is relevant and to the right people. It's just pretty basic math. So in terms of email deliverability, right? One of the most often overlooked aspects in terms of successful cold emails is deliverability. And the reason why is because making sure your email delivers, making sure a strong email deliverability, it completely determines whether your cold emails will land in inbox or, or land in the spam or the junk folder, right? I'm sure we've all seen it. It's at our own Gmail accounts, Outlook, Yahoo, whatever it is that you're using. There's a section for junk emails, spam emails. And if you don't get this part right, the email deliverability, right, your emails will land up there, which means that even if people look at it, people will just not trust it right away because it's going to get marked as a potential spam email. You can have the perfect messaging, you could be reaching out to the right people. But if none of your emails successfully delivers, you might as well have sent nothing, right? So how do we ensure that your emails are being delivered to the inbox successfully? What is a couple of different ways? The main way is by doing something called email warmups. So when you first buy and set up all your email accounts, the Microsoft Outlook Business basic email accounts, you can't just start sending emails and blasting emails from day one. That's not how it works. There is a very specific process of ramping a process and what that's called is called warming up your emails, which is why it's called email warm ups. But there is a ramping up process in order to warm up these email accounts to get them ready for sending. This process, it will take 14 days minimum. Meaning during that 14 day period, you should not be sending cold emails, you should not be outreaching to anyone. You should not be doing anything other than warming up your emails. And there's different tools out there that will allow you to warm up your emails. Personally, what I use is a tool called Smart Lead AI that's what I use to warm up my email accounts. So the first thing is, how do we actually set up email accounts that will allow you to send cold emails? Well, the very first thing you have to do is buy domains specifically for cold emails. So if you're watching this video and you're running a business already, you might have your main domain. Your main domain is what your website is. You never ever want to be sending cold emails out of your main domain. The reason why is because technically what we're doing with cold emails, it falls under the category of sales and marketing. And whenever we're doing sales and marketing activities, you always run the risk of having your domains blocked or blacklisted or this or that. And if that were to happen to your main domain, where your website is hosted, where all your main business emails come out of, when you're emailing clients, emailing team members, whatever it is, you're basically screwed. So whenever you are sending cold emails, make sure you're buying what's called burner domains. What you're seeing right now is porkbun.com. this is personally what I use to buy all my domains. Alternatives are godaddy and namecheap. And what you're seeing right now are all the domains that I have for my own agency. Obviously my main website is called Salesway I.O. and as you can see from these domains, they're not Salesway IO they're like burner domains. And what you want to do is do the exact same thing. So for myself, I have 17 different domains. And the way that you come up with these ideas is you would just take your main domain. So let's say mine is called Sales weight IO and you could actually jiggle the spelling. So you can add an extra Y or remove the a or add an extra S, add an extra E and make sure the domains that you're buying are all.comings.com domains. Because what we've seen from our own data data is if you buy.ca or.net or.org or all of these other domain endings, email deliverability is just not as strong as using.com domains. Another great way to come up with different ideas, if you're just truly stuck and you don't know how to buy different burner domains and come up with those names is you can leverage ChatGPT. So what you're seeing right now is right before this video, I actually went on here and I created a prompt I just wrote. My business is called Salesway. Can you come up with 50 names that are similar. You can change the spelling a little bit and obviously chatgpt is spit out a list of 15 similarly sounding domains. Not all of these are good. You might want to use your own brain and make some edits, right? Change the spelling a little bit, but you get the point, right? So you always want to buy different domains for sending. After you buy your domains, your next step is to buy the actual email inboxes. What I recommend is to do it through Microsoft Outlook Business Basic. In the past I use Google Workspace, the paid business version of Gmail. And what I found was it works really well. But I ran into scalability issues, right? Because every single time I needed to sign into the individual emails, it would ask me for a phone number. And obviously I would imagine, like a lot of people watching this video, I only have one phone. I don't have like 20 different phones with 20 different phone numbers. So it became an issue and that's why I transitioned over to Microsoft Outlook where I just never had this issue. So what you're seeing right now is the Microsoft 365 admin center. This is where you will be buying the individual email inboxes, right? And we obviously see a ton of these email inboxes. These are the specific emails that I will be using on a day to day basis to reach out to clients, to reach out to prospects, to, to send my cold emails. And this is exactly what you want to do. A lot of people are asking me about using more custom solutions such as MailScale or Infra Mail or different SMTP service. I don't recommend using those services. And the reason why is there's a reason why Microsoft and Google Workspace is the two most common email providers. The reason why is because it just works. And you probably want to stick with this because it just works. And every single one of my clients, I set up Microsoft Outlook Business Basic accounts for my own agency. I use Outlook and it just works. And it works well. So that's what you want to do. And the basic idea behind it is for every one domain you set up, so for let's say you're buying through porkmind, every one domain that you buy from porkmind, you want to set up three email accounts on Microsoft. So each of these domains, there are three separate email accounts that are tied to it that will allow me to send cold emails. And the math for that is every single one of these individual email accounts. So let's say, Jim, @thesalesway.com I'm able to send 30 to 35 cold emails a day. Some people, they try to send more, to send 50, to send 60, to send 100. And even though it might work in the short term, long term, it will damage your email deliverability. And it makes sense, right? If you're sending hundreds of emails out of a single email account, your chance of landing a spam is relatively high, as opposed to sticking with a smaller volume of emails per email account. Right. So which is why in our own testing, sending and staying between 30 to 35 emails per day is kind of the sweet spot. That will allow you to send volume while allowing you to maintain good email health and good email deliverability. So once you have set up all of these email accounts, your next step is to actually warm up your email account. So again, this is the warming process. What you're seeing right now is Smart Lead AI. This is the tool that I personally use for my clients, for myself as well, to warm up the email accounts. This is actually one of my clients I'm currently working with, she runs a law firm and she's trying to use cold emails. And what you can see is these are all the individual email accounts that we will be sending cold emails out of. And all of them have the warm up enabled. So Smartly it automatically warms up your email. And obviously the way it works is for the first 14 days. So let's say you buy your email accounts after watching this video, you buy the domains, the email accounts, you will be setting it up on Smart Lead. Smart Lead will warm up your email accounts for the 14 day period. And if you're smart about it, Smartly AI actually has a 14 day free trial. And if you're able to align those two things correctly, you're able to leverage the Smartly trial for your email warm ups. Meaning you don't have to actually pay for Smart Lead until you are sending your cold emails out of. And again, we're also using Smartly to send the actual cold emails out of. So this is what you have to do to make sure you have good email deliverability inside your domains. Make sure you're also setting up your dmarc, your dkim and your spf. I put together another video that outlines exactly how to do this. You can also search it and find different FAQs on pork bun on Microsoft Outlook that shows you and tells you step by step how to set up all of these records. But this is the basic idea and what you have to do to maintain good email deliverability and to make sure that any cold emails that you're sending actually delivers and lands in the inbox. Awesome. Now that you know how to set up your email accounts and how to set them up so that you have strong email deliverability, making sure all your code emails land in the inbox, your next step is to actually build your email list. So I talk to a lot of people every single day and a lot of people, they actually do not know the best way to scrape your leads list to get the email accounts, the email addresses of the direct decision makers. And yet you keep in mind that your leads list and who you reach out to is half the success of cold emails. In a way, the leads list is kind of like the gas to your email campaign. A bad email list equals the bad campaign results. Back to my example, right? If you are trying to reach out to marketing agencies, you have everything else done right, Your email deliverability, you have the right messaging, but you end up reaching out to realtors obviously is not going to work. So make sure that your email leads lists are built well and are built accurately and built in a relevant way to who you're trying to reach out to. Your list not only establishes who you reach out to, but also the messaging of your campaigns as well. And obviously we're going to go over this part in a bit, but for example, let's say you were selling ads as a service, you're selling Facebook ads as a service. If you were to reach out to the founder, to the CEO, to the owner of a marketing agency, your messaging will be completely different than if you were reaching out to the marketing manager, right? Because they both care about different things. In this specific case, the founder has different priorities compared to the marketing manager. So for example, a founder's priority might be making more revenue, saving costs or saving time. Meanwhile, a marketing manager's priorities is is getting a higher return on ad spend, higher roas. It might be focusing on building a larger brand awareness or it might be focused on getting more impressions. So the way so knowing who you're reaching out to will dictate how you craft your code, email campaigns and the type of messaging you want to use in order to stay relevant. On top of that, understanding who you reach out to and what their priorities are is also how you remain relevant with your cold email campaigns. So with that in mind, here is exactly how you build a hyper targeted leads list of decision makers for your email campaigns. So what you're seeing right now is Apollo I.O. This is personally what I use inside my own agency and for most of my clients. And the reason why is There's a lot of different tools out there that will allow you to scrape leads from different industries. But at the end of the day, Apollo I.O. has the best combination of amount of leads, relatively accurate data and cost. Because, you know, these Elites list databases, they're actually pretty expensive. You can also use stuff like LinkedIn, Sales Navigator, Ocean IO, Crunchbase. But Apollo, especially if you're just starting with cold emails and you just don't have thousands of dollars to invest into the cold email system, I would go with Apollo. So this is what you're seeing right now. You could get into this by creating a free account you're using. You don't even need the free trial, it's just a free account in order to get here. And I'll explain to you why. So let's say for the purposes of what we're doing, we're trying to reach out to recruitment agencies to pitch our services. You want to go over here into the search, this is what you see. And these are all the different filters that you will want to play around with and configure in order to find who it is that you're reaching out to. So again, let's say we're doing recruitment agencies. The very first thing we want to do is we want to do employee headcount. So let's say we're reaching out to smaller recruitment agencies. This process works for companies of any size. But obviously reaching out to someone who is at a recruitment agency with 500 employees, they're probably making a lot of money, a lot of revenue, and the problems and the priorities are a little bit different versus reaching out to the founder of a recruitment agency with only, let's say, four employees, the priorities are completely different. So for the purpose of the example, we're going to do 1 to 10. After that, let's say we do locations. So I'm obviously in Canada and most of my clients are in the States. This process works in any country. And if you are able to speak another language, so let's say you know how to speak Spanish, you are actually able to outreach to Spanish speaking countries using this process as well. But for the purposes of this video, I'm just going to do North America, Canada and us. So we have the locations, we have the employee numbers, employee headcount. The next step is job title. So obviously if we're reaching out to recruitment agencies, 1 to 10, more likely than not, the decision maker is going to be the founder, the CEO, the owner. So we're going to use those titles. So founder, owner, CEO, we're going to put in co founder as well, Oops, co founder as well. And obviously there's a bunch of other titles you can include, but for the sake of this video, I don't want to make it super, super long. We're just going to with these titles. So we had the job titles with the location, with the employees. The next step is to actually filter for recruitment agencies. So on Apollo, they actually have built in industries and if we were to put in staffing and recruiting, we're going to find it, right? And we're going to find 15,000 of these staffing and recruitment companies. The challenge and the problem Apollo, is it's not that accurate. So I don't recommend people to just use in the built in tag. What you want to do instead is rather than letting Apollo find the staffing and recruitment companies for you, I would do the keyword searches instead. And the way you want to think about it is let's say you were trying to find a recruitment agency and you were to search it on Google. What would you say are some of the things that you would actually search in order to find these recruitment agencies? You might search stuff like recruitment, you might search stuff like staffing, employment, hiring, those type of keywords. There's obviously a couple more, but I'm just going to roll with these four. And what we can see now is there's 24,000 of these recruitment companies. And if we were to look inside this list, for the most part these are staffing companies. So Connie, staffing tech corporation, it's obviously a staffing company for tech companies, right? There's an employment agency, right, which is a synonym for recruitment agencies. But what you also find is you also want to just scroll down this list and look at some of these companies and see if they're relevant. And if let's say you find a marketing agency, who is obviously not a recruitment agency, you want to use exclude keywords and remove it. So let's assume we find a marketing agency. You're just going to filter that there marketing and boom, the list will no longer have marketing agencies. I would strongly recommend whatever industry you're targeting, unless you're targeting software companies, to remove the word SaaS and to also remove the word platform. Because if we use these keywords, recruitment, staffing, employment and hiring, you might find a recruitment platform, a recruitment software company or something like that. And obviously that is not what we're looking for. So this is exactly how you filter and you search for whoever it is that you're looking for in this video, I'm doing recruitment agencies. But this exact same process applies in any niche that you are trying to reach out to, whether that is recruitment agencies, marketing agencies, logistics companies, PR companies, whatever it is that you're thinking of. This process will be the exact same, but obviously the keywords and that some of these filters might be a little bit different. So this is how you find it. So once you have all your targeting through Apollo, your next step is to go up here and you take the URL, the search URL of Apollo and you want to use this map, this website leads magically.com this will essentially allow you to scrape Apollo for a relatively low cost and will allow you to bypass a lot of their exports and their search bandwidth on Apollo, right, because Apollo is $99 for quote, unquote, unlimited emails, which by the way, is not actually unlimited. And if you were to use Apollo, you're going to have to manually select 25 at a time, which obviously doesn't make sense because we don't have 100 hours in a day to do this. What you want to use instead is a scraping tool such as this, leadsmagically.com where you're going to post in your email and you're going to paste in your Apollo search URL and you're going to select the amount of leads that you want. So obviously if, let's say you're scraping 10,000 leads, it costs you $40 and all you have to do is press submit. It's going to prompt you to check out and what will happen is within the next hour or so it's going to send you a CSV of this entire Apollo list directly to your email. I'm not affiliated with Leads Magically. I don't know who runs it, but that's personally what I use and what my clients use in order to scrape Apollo. After you have the CSV file, you then need to verify your email accounts because the reason why is, let's say you're emailing John Smith at google.com, someone who works at Google. John Smith. The thing is, is these email accounts change very quickly. Maybe John Smith got laid off, right? Hopefully not. But let's say he got laid off or he switched companies to Facebook. Well, his email account, johnsmithgoogle.com is no longer valid and is no longer a legit working email. Meaning if you were to send a cold email to johnsmithgoogle.com when he left the company, your email will bounce. And if you get a significant amount of bounces in your email campaigns, it will also tank your email deliverability. And the general rate that I found is if you're getting bounces higher than 3 to 5%, your email deliverability will just tank right away. So to protect that, we want to leverage a tool like millionverifier.com there's a lot of other tools such as Neverbounce as well. And with that CSV file, you want to upload it here and email Million Verifier would then verify all of these emails and give you a list of safe email addresses where if you were to send to those safe email addresses, they will land in inbox because they are valid email accounts. Okay, awesome. So you have your email accounts warming set up for maximum email deliverability. You have your Leads list, that's 50% of the way. Your next step is to craft relevant leads messaging. So how exactly do we do that? Well, the very first step is crafting your own six figure offer. Crafting your offer. And your offer is essentially your message to the people who you are reaching out to. You're essentially saying, this is who I help, this is how I help and this is the expected outcome. And if you have a poor offer or you skip this step altogether, this is what will happen. It will become unclear who you help, it will be unclear how you help and it will be unclear why someone will want to pay you. No one will want to buy from you. Because what you have as a service, whatever it is that you're trying to sell, will be perceived as low value. And this is why having a clear and irresistible offer is just super, super important. But first, we must understand why business owners buy anything. So for example, if you're reaching out to. Back to the example. Previously we scraped the founders CEOs, the owners of recruitment agencies, sized 1 to 10. They generally have three key outcomes that they're buying any service for. The first one is a solution that will allow them to make more money, make more revenue inside the business, that will allow them to grow. The second solution is a solution that will allow them to save money and to cut costs. The third solution is one that will allow them to save time and buy back their own time from their own business. So to make sure that you have a very strong offer, you need to make sure you are selling on one of these desired outcomes. As an example, I sell lead generation as a service. If you're selling that exact same service, it's clear that the outcome that business owners are seeking, the solution that they're buying is making more Money. My service will help you make more money by generating sales costs. Right? It's a make more money type of offer. Again, keep in mind who you're reaching out to because the business owner cares about making money. But if, let's say you are reaching out to a larger recruitment agency, let's say size 11 to 50 or larger, you might not be reaching out to the CEO or the founder directly because they might not be the direct decision maker. It might be someone else on their team. It might be like the head of sales, the vice president of business development, the head of marketing. If you're reaching out to those type of people, their concern is not necessarily making more revenue. Now, obviously that is a goal, of course, right? Being part of the team, but that's not their direct priority. The business owner cares about making money, but someone who is, let's say, the head of sales, they might care more about generating the most amount of leads possible. They might care more about generating sales costs. They might care about how qualified the leads are and building a healthy and strong sales pipeline. That is the priority of someone who is the head of sales. So make sure that whenever you're crafting an offer, you're putting yourself in the shoes of whoever it is that you're reaching out to and craft an offer with their most desired results. So let's break this down a little bit further. Let's assume for the purposes of what we're talking about today, you're reaching out to the founder, so you're helping them make more money. That's the outcome that they're looking to buy from you. You're helping them make more money. How do we do that? We're helping them make more money by helping them land clients. But again, how? By booking them sales costs. And how do we do that? By using cold emails. So what we did just here is we're taking the outcome that we're doing, which is helping them make more money, and we're breaking that down into individual components. How do we make more money? How do we land clients? How do we get you sales calls? The answer is the specific service that you are trying to sell. And this is what I recommend you do for your own services as well. Just break this down. So with understanding the desired outcomes and how specifically we can help them, let's craft our offer. So this is the template that I always use whenever I'm crafting offers for myself for my own clients. It goes like this. We help niche get results within timeline without current pain points by leveraging our unique mechanism. So with this framework in mind, let's build out one offer together right now. Again, using recruitment agencies to the founders, right? We help recruitment agencies land three to five clients within 90 days without relying on word of mouth or referrals by leveraging our outbound organic framework. This is the exact offer that I use inside my agency and it just works really well. And the reason why is because it's just really clear who you help. You're helping recruitment agencies is very clear what the outcome is. We help you land three to five clients with a timeline, of course, right. And it's very clear exactly what you do without what they've tried in the past. So if you do research into the recruitment agency niche, you will figure out very quickly that the vast majority of recruitment agencies, the current way of acquiring clients is by word of mouth and referrals, which, you know, obviously there is a massive issue with that. The reason why is it's just very inconsistent. You can't really control how many leads you get, how many clients are going to come to you next week, next month, in the next three months. It's just very unpredictable. So we're calling out the existing pain point inside the offer and in a way we are telling them how we are doing it. By leveraging the outbound organic framework on top of this, you can become even more relevant by doing research on the industry you're reaching out to, which you probably should be doing anyways. You should never send code, email emails to someone who just don't understand how their business works because you're just wasting your own money, you're wasting your own time and you're burning through your leads. But for example, based on my own research, I know that a recruitment agency here in North America, they typically take 20 to 30% of the base salary for any roles that they recruit for. Meaning if they recruit software engineers. And for the sake of simplicity, for the sake of simple math, because I'm just not that good at math, let's assume that the average software engineer makes $100,000 six figure salary. That means that if a recruitment agency, they fill a single software engineering role, they would likely make somewhere between 20 and 30 thousand dollars for every individual engineering role that they fill. So what that means is if you help the recruitment agency land three clients and again, each single client, let's say they pay $25,000 for a single client. That means if you were to help them get three clients, they would make $75,000 across three different clients. And we could call this out inside Our offer to make it even more strong and to make it even more relevant. So now with the revised version, what we have is this. We help recruitment agencies land three to five clients within 90 days, adding $75,000 in additional revenue without relying on word of mouth referrals by leveraging our outbound organic framework. This is your offer. And anyone who reads this, even if they're skimming it, they were out for a walk or something and they got your email and they read this specific sentence, they would understand exactly who you help, how you help, and what exactly it is that you're doing. So this is why it works so well. So after you craft your offer, now it's time to move to the meat of cold emails, which is actually crafting your first cold email campaign. And this is by far where most people struggle, as it definitely requires the most skill, it requires the most dedication, and it requires actual research to become good at writing good code emails. But to skip to the sauce so that you're not wasting your time watching this video, obviously there are a bunch of different ways to write cold emails. There's a bunch of different templates and frameworks and scripts out there. But every single successful cold email, it really boils down to the following four things. The intro, your offer, your case study, if you have any, and obviously your call to action. So your next step. But before we get into crafting your very first cold email, we must first understand what you should not do. So, a bad email, these are all what? If you include these parts, your cold email will be considered pretty bad. But basically, any cold emails that you craft, they should all stay under 20 seconds to read. Because we're not writing an essay, we're not writing report. No one will read that. You need to keep whatever it is that you're writing, you're pitching in your code emails, very short, to the point, with zero fluff. So it should stay under 20 seconds to read. Again, it should be direct, to the point, with no fluff. Every word needs to be inside your cold email for a reason, and that reason is to move the conversation forward. You also need to focus on them, the reader, as opposed to me. So you don't want to say stuff like, I did this. I am this person, I, my company. Is this because no one cares? That's the truth. If I emailed you right now, you wouldn't care who I am, what my name is, the name of my company, what we've done. Like, you don't care about those things. You only care about how I can help you and what you gain from reading the email and by, let's say, setting up a call. Right? That's the only thing that you care. So you need to make sure that your focus is on dumb. As a reader, you also need to make sure that your email is clear. Because the one worst type of cold emails are the ones where someone is sending a paragraph. I read it and at the end of it I'm still left scratching my head and being like, so what's this person saying? What is this person trying to sell me? Because I don't know. And the reason why is because it's just unclear and is not direct at all. So with that in mind, let's grab our offer from the previous section and paste it here. Right. So again, we help recruitment agencies land three to five contracts clients within 90 days, adding $75,000 in additional revenue without relying on word of mouth by leveraging our outbound organic framework. Our next step is to add an intro line. So something simple such as a hi John. Hello, John. Hey John. Good morning, John. While specifically calling out the name to keep it relevant because you don't want to say hi there or hey there because it's just not very relevant and it's not personalized at all. So this is what we have. Hey John. And again, your offer. And this is the section where a lot of people suggest writing a personalized line. And based on my own data, after sending a million plus cold emails and booking hundreds, if not thousands of sales calls, a personalized line definitely helps you, but it's not necessary, it's not needed. And what happens is there's a lot of people online, a lot of other people on YouTube, the way they teach cold emails is, is to write a personalized line. Since then, like, hi John, I saw you're in Los Angeles, go Lakers. Or hi John, saw you were in New York City. Have you visited the Statue of Liberty question mark? And in my opinion, not only does using a personalized line like this, not only will it not work, but it will work against you. And the reason why is because people aren't stupid, right? People aren't dumb. We live in a time where people understand that they're getting pitched and they know what you're trying to do. And using a line like this will come off as just fake. It'll be very insincere, very ingenuine, and it will make people think that you're kind of just half assing your outreach message. If you were to do a precise line, you need to actually do research on your prospect. And this will take time. There's just no shortcuts to this. If you want to get good results using a precise line, it will require you time, or if you're not doing it, you have to pay someone to do this for you, and there's just no shortcuts. But an example of a personalized line that actually works is by researching your prospect and saying something like, hi, John, was listening to your Keeping it Real recruitment podcast and I heard that you recently recruited John Smith as the CTO at Google. I agree with you that finding executive talent is both a skill and an arts. And the purpose of a personalized line is to show that you actually spent the time and spent the effort to research your prospect, to research whoever it is that you're reaching out to. And using this example which I just outlined, this is one that you literally demonstrate this clearly. And using different tools, such as those AI personalized first line tools or writing a generic compliment, 100% not accomplish this for you. And in these cases, if you just don't have the time, you don't have the resources, or you don't have the ability to write a hyper specific personalized first line, it's just best not to include one at all. Right? Because again, putting a bad one is worse than not having one at all. And again, some of my best cold email campaigns, they actually don't have personalized lines at all. And it just jumps right into the offer and how it can help them. So after we do this, after we just talked about intros and personalized lines, and I just kind of rambled on, the next step is the next step, which is what's called the call to action. Your cta. And a major aspect of a good cold email is the call to action. And this is literally a picture of a code email that I received pretty recently where this is what 99% of people cold emailing are actually doing. You could pause this video and take a look. But what I wanted to highlight was she got into her pitch, hi Jimmy, blah, blah, blah, blah, blah. She got into her offer and at the end she said, can you chat later today? The problem with this cold email and what 99% of people are doing is that the people that you're reaching out to is cold traffic. What that means is they don't know who you are at all. And they also don't trust you. For all they know, you are a scammer. Right? So, so why would someone who doesn't know you and who doesn't trust you? Why would they want to commit and take 30 minutes or 45 minutes, even 15 minutes out of their day to get sold to? It just doesn't make sense. I know when I got this email, I don't know who Rachel is. I don't know what she does, I don't know her company. I know literally nothing about her. And I'm not going to set up 30 minutes and take 30 minutes out of my busy day to talk with her to get pitched to when I know nothing about doesn't make sense. So what you need to do is you need to give them something before asking for something in return, right? You're asking for time on the calendar. Before you do that, you have to give them something to give them value. And this is why leveraging what I call a value permission based call to action works so well. So what that looks like is something like this. I put together a quick video running through how this works. Mind if I share it with you? And what we're doing is we are asking for permission to send them value. That is the next step. That is your call to action. And the reason why this works and it works really well, it's because this is a no brainer on their end. And if they actually have a problem, if they are actually struggling with acquiring clients because they're currently doing word of mouth and referrals, they would want to understand how you can help them first before they take time out of their busy days to talk with you and to get pitched to and using this strategy, using this new call to action by asking for value first, asking for permission to send them value first. This way it's a lot less friction since you're asking to give them value as opposed to asking for something from them right off the bat. So using a value permission based call to action will instantly skyrocket reply rates. I know, that's what happened to me. So make sure you're adding this to your cold email. So this is what our cold email will look like. Hey John. We help recruitment agencies land three to five clients within 90 days, adding $75,000 in additional revenue without relying on word of mouth or referrals. By leveraging our outbound organic framework, I put together a quick video running through how all of this works. Mind if I share it with you? And fundamentally, this is a good email. It's a fantastic email. And if you were to use this, you would probably get a lot of replies and you, you would instantly book meetings because this is very similar to What I started using with inside my own lead generation agency when I was reaching out to recruitment agencies. So I know this works and it works really well. And obviously, even though this is a good email, there is a saying there's more than one way to skin a cat. And I just found this picture of a cat. But there's a ton of room for creativity. And don't feel like because I'm telling you to write it this way, you just have to write it. What I want you to do, and the purpose of this video is, is to teach you the strategies rather than me just telling you this is what you have to do. Write this specific sentence, write this specific question to get results. That's not the way it works. Take what I'm telling you, think about how you can apply in your specific case and make some edits and run with it. Because these are good fundamental aspects of what makes a good cold email. And again, right, there's more than one way to skin a cat. But every successful email will have at least these two things. Your offer and your call to action. And remember, your only goal with sending a cold email is to get a reply. That's your only goal. And the largest mistake I see people make with cold emails is they try to push for a sell right off the bat. They're trying to close someone over a cold email, which obviously doesn't work. It's like this, right? Think about it like this. If you were on a first date with a girl, you wouldn't push to get married before you had the second date or the third date. There's a very specific steps that you need to take in order to close in order to get married, right? And if you come off too strong, especially on a cold email, people will just not reply at all because you're just coming off too strong. And it's the exact same thing with a cold email. So after we have the cold emails, your very next step is pre nurturing and warming up your prospects. So remember how earlier we talked about how when you're reaching out to cold traffic, they do not know who you are, they do not trust you, and they also do not care about you. So with this in mind, if you reach out to cold traffic trying to sell them your service for thousands of dollars, you will quickly realize how hard that actually is. In fact, in my own experience, selling cold traffic, selling to cold traffic and making thousands of of dollars off of random people essentially is one of the hardest things you can do because you're selling to people who just don't trust you, meaning you're essentially facing an uphill battle. So I put this picture of people standing by a fireplace. This represents selling to cold traffic. But if you are selling your services right now, you're watching this video and you're sending cold outbound DMs, or maybe you're doing cold emails and you've closed people that are cold traffic. I want you to, you know, give yourself a pat on the back, just pause this video and pat yourself, because that's one of the hardest things you can do. And you're just truly a talented salesperson or whatever you're selling. It just rips and people just really, really want that. But if you don't want to wake up every single day just feeling like you are in a constant war with the prospects, you're jumping on these sales calls and you feel like you're fighting with them and just aggressively persuading them, aggressively convincing them why they should pay you thousands of dollars for your service. There's a better way. In fact, there's a much better way. And the way is by leveraging something called a vsl, a video sales letter for your offer. And this is the difference between collecting cash quickly in your business or struggling and feeling like you're scraping for pieces inside of your business. And this is what allowed me to go from zero to $10,000 a month in my own lead generation agency. And in the first 22 days, right, because I started implementing this VSL and again, no one talks about this online. And after I implemented this, I just saw a lot better reply rates, I saw a lot more meetings, and I was able to close a lot more deals. And once I figured this out, it completely changed the game for me. And similar to the emails where your only goal is to get a reply to the initial code. Email, email. The only goal of the VSL is to book a call, right? Obviously, remember from the call to action, you're asking for permission to send them value. What you're sending is once they reply. What you're sending is your vsl. That's a video where you're basically explaining your product, you're explaining your service, you're explaining who you help, you're explaining how it works, and you're essentially walking them through the customer journey kind of step by step. And once I figured this out, again, it completely changed the game for me. Remember how earlier I mentioned that people that you cold email, they just don't know you or they don't trust you. So the biggest question is, how do we take these people and get them to feel like they know you and get them to trust you more. And I want you to please just pay attention here because this is what will create interest for your offer. This is what will create trust, build that rapport and pre sell your prospects of one them up. So again, the secret is by leveraging YSL's a video sales letter. And that's what that looked like. So what you could actually find is if you go on my YouTube channel, you could actually find one of my earliest VSLs where it was just pretty bad. Looking back at it after filming hundreds of these video sales, that is, I could objectively look at what I did and it's just bad. And if you're watching this part and you're telling yourself, oh, I don't want to film a bsl. I don't want to film a video of me explaining my service. And the reason why is because I just don't have a nice camera, I don't have a nice mic. Trust me, my first VSL was just really, really bad. It was garbage. I filmed it off of my laptop webcam with the built in mic and I had zero editing. I looked like I just woke up or something like that. I didn't comb my hair. And even though it was terrible, I ran with that VSL and it printed me sales meetings left and right and inside of that right. So inside the actual code email I talk about the benefits of the lead generation services. Again with that call to action. Mind if I share a quick video showing you how this works? And in the VSL I explain what my actual service is. Because inside the code email again, we're not writing essay, we're not writing report. There's only so much we can say about how it works and how it can help them. But inside your vsl, that's your opportunity to explain all of these things. How it works, who you help, the step by step process. And that vsl, it kind of just cooked. And again, right, it printed me meetings left and right. And using the VSL structure for my own Legion agency and for my own clients, I have booked meetings in marketing agencies, software companies, recruitment agencies, logistics companies, accounting firms, coaches and consultants. And the VSL funnel just works every single time. So you like making money. Then you need to add this to your outreach process. And you do this process correctly, you will be able to sell your service without talking to people. If you have a great video sales, that one that is done really, really well, everything else could be terrible. Well, okay, not terrible. Right. You get the point, right? Everything else could be a little bit lacking, but your funnel will still convert like a champ. You will be able to warm up your prospects before the call and it will significantly shorten your sales cycle. You'll be able to qualify your leads since they're now going to be educated before booking in for a cost. So don't know what you do. You will also be able to if you pair up this strategy with one that puts thousands of eyeballs on your offer. So obviously that's cold emails. If you're sending thousands of cold emails, that's what will generate you attention and you get them all onto your vsl, you will essentially just make it rain. And basically this is the process that will turn cold traffic. So people who, who don't know you, people who don't trust you into people who are warm, meaning people who know what you do and how you can help them. And they will now trust you more. All right. So while editing this video, I realized that maybe I could have done a better job explaining what my VSL looked like because I didn't really show it inside the Google Docs. You could actually find this on my YouTube channel. It was uploaded on November 27, 2022. And this is my first VSL I ever created, right? And just even right off the bat you could tell that it wasn't done like in a super fancy way or done really well. Zero editing. I did it off of Google Docs. I looked like I just woke up and just zero editing. But what you can see is I have a title right, of a headline. How we make it unreasonable for agency and service businesses to not sign three to five clients monthly. Looking back at this, I would change it a little bit. I would make it a little bit more split specific towards recruitment agencies. And I just go into the process of explaining what I do, right? So in the middle of the video I have this flowchart that I put together on lucidcharts where I'm explaining if, let's say I was to help you book meetings using cold emails. The very first step is finding leads. The second step is setting up everything like the domains, the email accounts, all of that stuff. The third step is the email sequence, but I'm explaining it inside the video so that people who watch this vsl, they understand exactly what I do, how everything works, and what I can do to help them achieve the desired outcome of signing three to five clients. So that's the purpose of this vsl. You could go and watch this on your Own right? I have an after state. So people who have worked with us, this is what the expected result is, right? Having a different acquisition channel running that's generating you one to ten warm prospects per week, blah blah, blah, blah, blah. You could go and watch this, but at the end I also have a call to action. So it's inside the actual video. But I say something like, I have my calendar link. If you're interested in this, book a time to chat and we'll go from there. This is my vsl, my first VSL I ever created and it is objectively bad, but it still worked. Because the purpose of this VSL is to show people this is who I am, this is what I look like. I'm a real dude, I'm a real individual. And this is how I can help your business get X, Y and Z result. And this is exactly why it worked so well. Okay, cool. So you have the entire cold email system set up. You have good email deliverability, you have your leads list, you're sending cold emails and you're getting a ton of replies. How about the inbox management and the day to day management of the system? Because since we're sending emails, assuming you're leveraging cold emails the right way, assuming you watch this video and you follow through everything that I share with you, you will get replies guaranteed. But what happens is you need to reply back to people, right? And this aspect is super important because what you will also find is people will very rarely book a sales call with you right away, just right off the bat, right off your initial email. It's just not going to happen. And what will happen instead is people will reply back with you first with a question, right? So for example, even in this picture, this guy Oliver, I sent him a cold email and he replied back with, you know, sometimes, right? This is what you mean, what I mean by replying back to leads because you would imagine that he would just set up a call using the calendar, but that's often not the case. So what you want to do is you need to make sure they're replying back to people and actually taking their interest and turning them into quantifiable booked calls onto your sales calendar. However, we also don't want to be spending hours of our day, we don't want to be spending four or five hours every single day replying back to emails, right? It's just not a good use of time. And you will probably, even if you have the time to do it, you'll probably get burnt out and annoyed because it's just super, super tedious. But luckily after you get a ton of replies, you start seeing some patterns, right? People will start saying very similar things almost always. And that's exactly what I found, right? People will just say the same few common replies. And as a result you're able to essentially create these templates allowing you to free up your time. And this is a process that if you do it correctly and you do it the right way, you might only need to spend 30 minutes to an hour every single day just replying back to leads. And you don't have to do this for three to four hours every single day. So what I found is here are the most common replies that you will receive for your cold email. The first one is people saying I'm not interested. So this is pretty straightforward. You're emailing people, obviously the vast majority of people, it's just not a good fit. They're not interested or you got them at a bad time. Pretty self explanatory. I would just move on and move on to other leads. Focus your time and energy on more important things and people who are actually interested. You will also get a lot of out of office replies. Obviously a lot of this is based on the time that you're sending it. If you're sending cold emails during Christmas break during New Year's Eve, obviously most people, they're not working, even if they check the emails, they will have like that auto reply out of office reminder. What I would do is I would just mark them as out of office and then circle back with their cold email campaigns in three to four weeks or in a month time, hoping that you get them at a better time. Those are the two replies that are either not interested or out of office. Moving into people who actually replied back with a question or people who have showed some form of positive intent. Let's say you're sending cold emails and people says I'm interested or yes, I want to see the video. What you want to say, and this is what I personally say is I say, hey John, sure. The reason for my email is because we help recruitment agencies sign three to five clients in the next 90 days. Blah, blah, blah, blah. That's your offer. Here's the quick video running through exactly how we can help you sign new clients. And then obviously I would embed that video link inside that text if you're not opposed to it. Here's my calendar to set up a time to explore this in more detail. And then that would be your calendar link. Thanks. And that's the interesting reply with these templates, even though it saves a lot of time, I wouldn't recommend just slapping this template onto every single person who replies because people might ask a question. So let's say John, he says, sure, I'm interested in the video. Does this also work with tech recruitment agencies? You want to send this? But what I would do is I would send a first line and say, hey John, yes, we work with tech recruitment agencies and the reason why for my last email is blah, blah, blah, blah and I'll get into the template. So you don't want to just slap the template on and call it a day because people will feel like they're just talking to robot and you're not necessarily acknowledging the questions or their concerns. Concerns. The next most common reply you get is people just asking you what's the price right off the bat. And what I recommend for this is you shouldn't give your pricing just right off the bat. And the reason why is because if you say, oh yeah, our services, it costs you $2,000. The only thing people will understand from that is you're charging $2,000. But they don't necessarily see the value that you're delivering. Anytime you drop the price, a specific number, you want to do it over a zoom call, a sales conversation, because that way you're giving them the price, but you're also anchoring that to value. You're going to have the opportunity to explain to them, sure, John, so our services, it costs $2,000, but what you're getting in return is we are doing boom, boom, boom, boom, boom, and whatever it is that you're doing to help them generate your results. But then that way people will tie that $2,000 to value. But if you just give them the price right off the bat, you don't have the opportunity to tie it to any form of value. And people just look at it as a price tag, kind of like a commodity. So what you want to say instead is you want to see something like this. Hey John, our pricing structure varies based on the specific scope of work, but generally, and this is for my own agency, right, but generally we have a one time setup fee plus paid per each call that we generate. I can't give you a specific number since it really does depend on the specific infrastructure that is required. If you're open to it, we can explore this in way more detail over a quick call question mark. If not, no worries. That's how I personally handle that. Let's say people just reply back instantly, like in this screenshot and they say, let's set up a time to chat, let's set up a call. You'd say something like, sure John, if you're free, let's chat on either Thursday or Friday at 3pm EST. If, if it's easier, here's my calendar to set up a time that works best for you. And obviously that's a calendar pretty straightforward and that's what you want to do for the inbox management and for the replies. And on a day to day basis, this is what you'd be doing after you have all of these email cancel up, you have your campaign running, it's getting you replies. The only thing that you'd be doing on a day to day basis would then be replying back to leads or taking sales calls. And that's kind of what that looks like. So that's about it. If you made it to the end of this video and you implement everything that I share with you step by step, cold emails will work for your business. I've never seen a scenario where it doesn't. Obviously you might have to play around with a couple things, a B test a couple different email scripts, maybe test around who you want to target, but I've never seen it not work. If you implement this process to a T step by step, I didn't gatekeep any information and if you don't do take action on the information from this video, you will make money 100%. There's simply no way. This is the type of information that I shared with you today that people online that all these gurus, they will try to sell you for thousands of dollars and I'm giving it to you completely for free. Now obviously all of this will make sense and once you actually do it, once you're actually setting up these email accounts, writing these scripts, you will run into questions, you will run into problems, you will get stuck somewhere, you will run into challenges. But as a business owner, you kind of just have to figure out some of these things out on your own, right? Obviously this video, it's around an hour long. There's just more to it than this one hour video can run over, right? That's just the facts. It's simple but not easy. And this process might take you three months, it might take you six months, it might even take you a year or more. But it will work if you stick to it and you just try a bunch of different things. I've never seen it not work, but that's also why I have an offer for you. If you are running a business, you're running a B2B business where you're selling your service to another business or you're watching this video and you're trying to start your own lead generation agency, then I can help you. I have a one on one consulting program where I will work with you to help you craft your offer. I will write your cold email scripts with you, I will help you with scraping your list to make sure all of those things work. And if we were to work together, the code emails would just work, right? You're just going to print meetings left and right, you're going to get your first few sales calls, your close deals, sign clients, working together with me, right? And if you're watching this and you're just not interested, you want to try this on your own, that's completely viable, right? I've shared everything I know in this video and it will work. But I'm looking for people who don't want to spend months trying to do this on their own. Right? And that's exactly why I'm talking about this in this video. So that's basically what it is, right? If you want to be one of these people like Russell, like Seth, Ras, like Simon, like Toms, like Gastro, who are just booking sales calls off of cold emails within days of launching the cold email campaign, then I included a link to my calendar in the link below where we could set up a time to chat to see if I can help you and how. But that's just what I wanted to say in today's video. Hope you found it valuable. If you did, make sure you press the like button. Make sure you subscribe to the channel if you're not already or if you're just seeing me for the first time. But I'll see you in the next video. See ya. Bye. Bye.