Use five channels—email, phone, messenger, social comments, direct mail—in sequence to reach prospects. Customize each message to their business instead of sending templates. Multi-touch campaigns that feel personal get appointments and build your authority.
Chapters
Multi-channel means we're not just gonna email, right? We're gonna email, we're gonna call, we're gonna use social messenger, we're gonna comment on their social post, we're gonna drop something in the mail. When you go multi-channel, you have a much higher probability of getting the attention of the prospect and actually having a meaningful impact. We're gonna go multi-touch, which means we can't just send one email, we can't just send one message. We've gotta send a lot of messages in a variety of different ways, and we have to customize that outreach. Don't just copy and paste a template. Think about the prospect and their specific needs, connect with them and say something specific about their business, about their background, or about how you've connected with them through the industry or through somebody they do business with. If you go cold outreach in that way, you can absolutely get appointments, you can actually build your authority, and ultimately you can develop your list so that you can do more marketing via other channels.
