Nicolas Cole shows how to use timed emails before sales calls to answer the ten questions prospects always ask. Send them before the call so they arrive educated, and you can skip the pitch and go straight to closing.
People make email marketing so much more complicated than it is. All that's happening is you want to ask yourself, okay, this person booked a call with me. It's a sales call. What questions do I think they're going to ask me on this sales call? It's not rocket science. If you sit there and think about it, it's like, well, they're probably going to ask me like, like I'll rattle off because we've had, I don't know, 3,000, 5,000 sales calls for PGA at this point, maybe more. What 10 questions do you think every single person asks? But does this work for my niche? Is this something that I can learn quickly? Can I really charge $5,000 for this? Isn't email marketing saturated? Isn't ghostwriting just going to get replaced by AI? Like, all we, we know, I know every person I talk to is going to ask the same 10 questions, right? And that is true for every single industry. So whoever, whatever your target customer is, before they get on the call, they have questions. And those questions are either really valid questions like, how does this work? Or they are objections in disguise. Once this clicked for me, it changed the way that I wrote everything. When someone asks a question like, yeah, but Cole, will this work for my niche? That's not actually a question. That is an objection. They're just phrasing it with a question mark at the end. What they're really saying is, Cole, I don't believe this works for my niche. Right? So, so for every single industry, you should think of anything that you're doing prior to the sales call as you're trying to accelerate the conversation that you're gonna have on the phone. Instead of starting from the very beginning and going, "Alright, let's, let's answer all those questions. Let's overcome all those objections," your pre-call sequence is trying to get the person to understand all of those things before they even get on the call. 'Cause if they do understand all those things, if they do have all their questions answered, then by the time they get on the call, the conversation is already at such a further long point, right? Now I don't have to spend 20 minutes explaining why your niche is no different than everyone else's niche, right? We've already established that, so we can skip to the more important stuff. And that's the goal of every pre-call sequence. Now, again, I want the meta skill that I want to emphasize for everyone here is like, can you hear how I am articulating this? And can you hear how the way that I am articulating it— drop in the chat. Are you sitting there and you're like, yeah, Cole, I believe you. That makes a lot of sense. That sounds really helpful. I think that that's something that people should do. The same, the same way that I am explaining this to you, the skill to build is for you to be able to explain it the same way to the client. The client— I have a newsletter going out this Friday all about this idea of overcoming objections. And the thing you have to remember is that every single client's core objections are really just unanswered questions. And so you are— the skill of sales actually has nothing to do with sales. The skill of sales has everything to do with your ability to answer the client's questions with such clarity and specificity that they become educated themselves to the point where they agree with your point of view. This is a good idea. Nobody's— nobody wants to do a book a call sequence if they don't understand what it's actually solving, right? If you are uneducated, you are never going to hire a ghostwriter to create a book a call sequence. But if you are educated and you understand, you're like, wow, I never really thought about that. Someone booked a sales call and it's 5 days out and they're not going to hear from us. Once you understand that and you understand, wait, and wouldn't it be really great if the prospect showed up more educated so that my sales team didn't have to do as much of the heavy lifting? Once you understand that, you don't have to be sold building this sequence. There's nothing to sell you on. You are, you are now selling yourself on it because you understand it, because you're educated. Right. And so I just, I just want to hammer that home for everyone. Like, this is such an important idea when it comes to working with clients and especially, okay, great. You got them on board with an educational email course. That's awesome. But the way that you upsell them is you have to educate them on the next thing. Okay, now we have a bunch of people on our email list. We have a bunch of people going through this 5-day EEC. Let me educate you on the next thing that needs to happen. Yeah. And Heathcote. Yeah. If they're booking calls at different times, right? Someone books for 4 days out versus someone books for like an hour from now, you can just set different triggers. So if someone books 4 hours from now, they maybe only get the first email, right? Or the second email. And then there's also the other side of it, right? Because if someone books a sales call in 4 hours, you send them the first email, for example. And then they get on the call and then they don't close, right? You could also build a whole follow-up sequence for all the people who don't close because just because they didn't buy on the first call doesn't mean that they won't buy at any point in the future. So you can build a whole second sequence that's like, hey, this person didn't close, let's continue to educate them thereafter, right? Let's see if we can get them on a follow-up call 30 days from now. So there's, I mean, there's infinite things you can do, but I would, I would just start with the simplest, which is easy into FOMO sequence, getting people to take some sort of action. And then from that FOMO sequence, if they take that action, you want to pre-educate them before whatever thing that they've just signed up for. Hey, by the way, if you're brand new to the world of ghostwriting, maybe you've heard the term but aren't really sure what it is or how it's different from copywriting or content writing, check out premiumghostwritingblueprint.com. It's in the description below, okay? This is a free masterclass that I've put together for writers who want to monetize their skills and love for writing with ghostwriting. This is what I did, and ghostwriting completely changed my life. It's how I quit my job. It's how I quadrupled the amount of money I was making. It's how I've gotten to work with so many smart, amazing people, but also have time for my own writing, like writing this book, The Art and Business of Ghostwriting. Anyways, check it out. If you're at all interested in making money from your writing, I would really encourage you to get into ghostwriting. And this free Premium Ghostwriting Blueprint in the description below is the best place to start.
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