3-step Message Structure

You can use any of the message templates in the previous lesson - just ensure the message doesn’t ask for anything outright.

Non-needy Compliment OR Establish Reason For Connecting

Personal-story Question

Ask about Current Goals & Problems

“Hey {name}, this {post | tweet | video | etc.} hit me hard. I've been going through it the past couple of days and this instantly gave me some relief. Thank you. [add the link to the post]

“What are your next plans with {product/service}? It's been crazy seeing it grow, I'm curious what you've got in store.”

“Ah, I can imagine, how do you like working like this so far?”

“Hey {name}, your [product/service name] is fantastic. It helped me [accomplish something]. I’m recommending it to a few of my contacts. Keep it up!

“Awesome, how long have you worked in the X industry?”

“Nice - how’d you get so good at X?”

“Ah, I can imagine, how’s your [company type] doing these days?”

“Hey, great to connect! I saw you’re in the X group”

“Hi, nice to connect! I saw you also work in x industry”

“What’s up {name}, happy to connect! I saw you also work in X area”

“I saw your profile, just curious - what made you want to start your own X company back in X year?”

“I remember you telling me about your plans for [their project or goal]. I found this today and thought you'd find it helpful - {link}.”

People are hard-wired to respond to praise - it’s rude not to.
WARNING: Don’t lie, though - get a benefit before saying it.
- The more genuine your compliment - the more likely they are to respond.
You can send your follow-up even if they don’t reply.
- If they don’t reply to this - there’s a low chance they would have replied to a direct pitch.
Tying your proposal to what they respond
- “Hey {name}, just wrote this up and thought you'd enjoy it. It was inspired by our previous conversation.” OR “Hey {name}, just put together this page and thought you'd find it interesting. It was inspired by our previous conversation.”
  - This should be a value magnet (more on this later), landing page, or blog post
    - These assets let the prospect draw their own conclusions.
  - If they don’t book a call from this - they still have more context into what you have to offer now & your follow-up will be more effective
- Now that you’ve established a connection - your call-to-actions can get more direct.
Importance of patience
- After being patient and building up a back-and-forth conversation - your prospect is far more likely to click on any links you send or continue to reply.
  - Showing interest makes you interesting.
    - This obviously requires a lot more manual work, but the results are well worth the effort. In a future module, we’ll explore ways to automate and/or delegate large parts of this process.

Action Items

Step 1

Brainstorm your own simple 3-step outreach strategy that fits with your writing style & product/service

The next lesson will put this strategy on steroids and is the central philosophy around which we build all of our cold outreach machines.

Lesson #17: The 3-step “Anti-desperation” Approach

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Offer Optimization

Cold Outreach Codex

Machine Construction