Want to Maximize Cold Email Intrigue? Show, Don’t Tell


August 6, 2019

When Tom Dickson first stepped up to the digicam, he didn’t simply say “We’ve got a great product.” He quietly donned goggles and a lab coat and force-fed seemingly random objects like hockey pucks and crowbars into one in every of his Blendtec kitchen blenders.

Tom’s a singular particular person in that he understands a core precept of attention-grabbing movies: Never inform when you possibly can present.

If you attain out to prospects by way of a visible medium like video, it pays to be like Tom. Use visuals to your full benefit and, as I at all times say, get tremendous meta about your product.

Show, Don’t Tell

Blendtec’s movies have been considered greater than 18 million instances on YouTube and all have two issues in frequent: They present—not inform—that Blendtec makes one badass blender, and the thumbnails all crackle with intrigue. Many function a mysterious individual in a lab coat dangling an iPhone over a blender. It makes the viewers marvel, he gained’t actually drop it… will he?

Viewers are hooked earlier than they even press play. You can do that too. If you’ve acquired one thing value exhibiting off, display it. If the client acknowledges that factor, even higher. For instance, one in every of their merchandise.

Hold up one thing from, for, or about their firm in your video (although possibly don’t mix it). Make certain it’s featured within the thumbnail (like Blendtec’s dangling iPhone) so that you catch their consideration at first look.

If your prospect sells clothes, put on their shirt. Or maintain up a pair of their sneakers, and describe what number of miles you’ve walked and what you like about them.
Here’s an instance from the gross sales staff at League, a healthcare advantages supplier, the place Brock Arbo holds up a chilly can of Ace Hill Beer:

If the prospect provides a service that may’t actually be held on digicam, relate to it on a private degree. Don’t simply inform them that you just love their retailer—present them why. Get excited. Is the customer support superior? Do you at all times go away with extra gadgets than you meant to buy, since you’re so drawn to the model?

The extra private your examples, the higher—your prospect will see that you just’ve accomplished your homework and also you’ll subtly show that you just aren’t simply blindly blasting the identical message to all people.

Personalizing and customizing offer you main credibility props – which makes it extra compelling to reply to you. You’ve already confirmed you’re not going to waste their time with the “tell me about your business” lameness.

Here’s Brock once more, this time tailoring his outreach to a fellow hockey fan:

To actually get meta, tease your prospects with a style of the service you’ll present to allow them to see simply how helpful, plausible, and on this case, flattering, working with you’ll be. If you provide a evaluate service, give them a optimistic mock-review. If you provide an AI that reads paperwork and spits out insights, run it on their firm’s public phrases of service and present them what it discovered.

Your outreach is a preview of what it’s like to work with you. Make it memorable. As Vidyard’s personal Tyler Lessard as soon as put it, “You can send as many emails as you want about your product, but until prospects actually sees and feels, there’s no ah-ha moment.”

If you possibly can’t get your fingers on a product or can’t relate to the service, no less than write the prospects emblem or title on a whiteboard. If the very first thing they see is your face subsequent to a whiteboard with their title, they’ll see immediately that the video is related, they usually’re extra probably to click on.

Pull up their web site or their LinkedIn profile and file from that web page. Seeing themselves within the thumbnail is irresistible. You have their consideration and they’re going to undoubtedly push play and listen to your message, see your face, and you’ve got climbed a number of ranges forward on their studying curve in contrast to sending a textual content based mostly electronic mail.

It Sure Beats Text

Could Tom Dickson simply have despatched a scripted electronic mail to a bunch of kitchen suppliers hoping to promote them on Blendtec? Sure. But by making visually enchanting movies, he proved how a lot he believes in his product, and ensured that his viewers noticed it for themselves as an alternative of taking his phrase for it. So are you able to.

To maximize your outbound electronic mail intrigue, bear in mind: Never inform when you possibly can present, and get tremendous meta.

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Shawn Sandy

Shawn Karol Sandy is the Founder and Chief Revenue Officer of The Selling Agency, the place their mission is to “Coach Humans how to sell to other Humans—because selling like robots or jerks is SO 2010.” She and her staff work with gross sales groups and enterprise house owners to deeply differentiate their provides and go-to-market methods to profoundly join with prospects. They ditch out-dated coaching techniques for extremely efficient “skills building” tracks that give gross sales groups an amazing aggressive benefit.



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