Immediately Asking for Something
- Using this strategy is a numbers game
  - ~10-20% should reply
  - ~10-20% should be positive replies
  - ~1-4% overall success rate
The 1-step ”Ex-Machina” Approach
- The idea here is that your cold outreach message IS that unexpected event that helps your prospect solve their problem.
  - “Secretly, even unconsciously, these people hope to find a new product and a new headline that promises them a new way to satisfy their age-old desire.” - Breakthrough Advertising
- The hardest thing to accomplish here is making your outreach believable.
Reason for reaching out
- We’ve found that the reason you reached out is one of the most important things to get right if you want prospects to reply to your message.
  - It has to stand out
  - It has to make sense
  - It should feel serendipitous
- Examples:
  - "I was talking with my CEO…"
  - Belkin example - “Meet in person to get coffee?”Immediate pitch framework:

Personalization + Your Value Prop + Target Niche (Niche, Subsegment, Location) + Your Targets Goal + Your Targets Value Prop + Relevant Case Study + Cliffhanger Value Prop + CTA

Example for offering Lead Gen to Social Media Marketing agencies:

Hey {{firstName}},

Just saw that you helped Adidas get 3M+ views with your latest { TikTok | Instagram | FaceBook | YouTube | X } campaign - that’s amazing!

I wanted to reach out because we connect ecom focused TikTok agencies in NYC like yours with low-ticket Ecom stores perfect for TikTok ads that are already making over $50K/mo and looking to grow with TikTok Ads. Just helped {xclient} book 21 meetings.

I would love to show you my plan of getting you 50 meetings with ecom stores like that (we work mostly on performance btw).

Do you have any time this week for a quick chat?

Cheers,

{{yourName}}

Using Images
- There’s a common sentiment in the cold outreach community that using images in your outreach will decrease deliverability. This is true to a degree.
- The lift we’ve seen in response rates using custom images - dwarfs any dip in deliverability
  - Examples:
    - Custom tee shirts
    - Custom Gifs
    - Memes
    - Etc.
Don’t rely on other people's formulas
- We’ll provide you with many examples below - but you need to make your sequences your own.
- No formula works twice
  - Each and every formula is simply the written solution to a particular problem that occurred in the past. Change even one part of that problem, and you need an entirely different formula.
- Your outreach is your differentiation.
  - Your message can set you apart from all of your competitors.
  - If everyone copied templates from this training verbatim - they’d get stale fast.

Action Items

Step 1

Whether you want to follow a direct pitch approach (you can decide after watching the rest of this module), it’s worth writing a cold outreach message anyway.

Write a sample direct pitch outreach message for your offer.

Example templates:

Lesson #16: The 1-step ”Ex-Machina” Approach

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Offer Optimization

Cold Outreach Codex

Machine Construction