How To Send The Best Dang Cold Emails Of Your Entire Life (Part 2) | NICK SARAEV | Skillshare

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How To Send The Best Dang Cold Emails Of Your Entire Life (Part 2)

teacher avatar NICK SARAEV, Communication, Productivity & Tech

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

6 Lessons (34m)
    • 1. Introduction

    • 2. Statistics 101 - Split Testing & Significance

    • 3. Why Do We Email?

    • 4. Drip Email Structure

    • 5. How To Write Effective Emails

    • 6. How To Send Effective Emails

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About This Class

The Truth: Most people absolutely suck at cold emailing.

They use weak headlines.

They send to the wrong people.

And their email content reads like it was written by a twelve year old in English class.

These people - many of them experienced salespeople or founders with dozens of years experience - can not create a simple email campaign to save their life.

But, with this course, you can.

Over the next four hours of videos, I'll give you the secret sauce. I'll show you, word-for-word, how I and many others have made thousands of dollars with incredibly simple emails that take less than a few minutes to write.

And most importantly, I'll show you how I decouple my time from my money using cold emails. It's how I literally close deals and make money... in my pyjamas.

Specifically, you'll learn:

  • How to write red-hot email copy that makes people want to click, call, and convert

  • The best, cheapest, and most efficient cold email software

  • How to easily source your leads - where to go, how to download, how much to pay (and some more.. controversial.. tricks)

  • How to set up your own multi-step drip campaign so you can send thousands of emails on autopilot

  • Why and how to track everything - from button clicks, to email opens, to conversions - even where people are moving their mouse on the page!

  • How to make emails that focus on the customer, not the sender (hint: 90% of emails FAIL because of this strange reason)

  • A simple email strategy to multiply the effectiveness of your cold calls and B2B outreach

  • How to completely automate cold email responses and alerts with software

  • Why most cold emails don't get delivered, and how to maintain reputation so decision makers actually get your mail

  • How tracking pixels work, and an interesting way you can use them to get more sales

  • How (and why) to split test your emails like a data scientist (using simple stats and free online resources)

  • How to send and receive signed contracts over e-mail for free, so you can close deals in your pyjamas!

Like I said, myself and others use these strategies everyday to make thousands of dollars in minutes. For many of us, it's the primary way we grow our business.

And it makes sense. Cold emails are incredibly low cost. They take seconds to send. They're highly scalable and automatable. And they can easily get your foot in the door of million-dollar companies with very little legwork.

You write a few emails once, send them out to thousands of people, and reap the rewards. Not to mention, following up with customers is a lot easier when you already know they're interested in your product!

If you want to learn how to become the top salesperson at your company, if you want to learn how to grow your business - hell, if you want to learn how to make money in your sleep - then this is the course that will do the job.

Meet Your Teacher

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Communication, Productivity & Tech




Hi there,


Welcome to my teaching page. I'm Nick - a productivity & body language coach with a passion for nonverbal communication, productivity, & self improvement. I've been featured on major publications like Popular Mechanics and Apple News, and I run a body language YouTube channel. All in all, I have over thirty thousand students online.


A little bit about me: I'm a body language coach & technology enthusiast with a background in behavioral neuroscience. I love helping people overcome social anxiety and bloss... See full profile

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1. Introduction: Cold emails had been revived and they're now back to being one of the most effective ways to introduce yourself to potential clients and grow any business. Unfortunately, the vast majority of people don't know how to send one. In this class, I'm teaching you cold email from start to finish. And by the end of it, you're going to know how to set up a cold email campaign, highly effective e-mails and automate the process entirely so you can send thousands of messages with the press of a single button. Hi, I'm Nick. I'm a software developer and I also run a successful creative agency conversion box, as well as a YouTube channel and a blog. I've been featured in major media and I teach thousands of people all over the world how to improve their marketing and their cold email techniques. Now cold email is a hidden gem. A lot of people forgot about it or think that it's outdated, but there is still no other way to get high-quality customized messages to thousands of cold prospects. And the people that know how to use cold e-mail are the ones that end up growing a business explosively. You guys are entrepreneurs, are marketers. This is the class for you. It's going to teach you everything about cold email that you wish you guys knew ten years ago. This is the second class in a three-part series. And in the next few minutes, we're gonna go in depth on how to frame your cold emails so that they're effective and consistent. I'm also going to teach you a little bit about dripping, how to send emails out over a very long period of time in order to maximize customer interest. Lastly, you guys are going to learn how to write and read fantastic quality emails, subject lines and body copy. I'm sure you guys can tell, but absolutely love cold email. I think it's an amazing opportunity for small businesses right now and thousands of people that use it to explosively grow their businesses. If that sounds like somebody you want to be, Let's get started and I'll see you in the course. 2. Statistics 101 - Split Testing & Significance: What's going on, guys, it's Nick here in this video, we're gonna be talking about email statistics. Now, what I want to do here is actually a preface, this whole video with the fact that you guys don't need to become like frickin stats geniuses toe learn how to optimize your email campaigns. What you do need to know is some basic principles. So you guys don't add up spinning your wheels all day like most people dio. So in marketing, we split test everything. Now a split test is just a variant of a campaign that we make slightly different from the original, so we can test of a certain approach works better or worse. The reason being every product or service is very different. What might work really, really well for selling a TV might not necessarily work well for selling insurance products . So it's very important that going into this, you guys throw away all of your opinions, all of your preconceptions, about what works better, and instead learn to focus only on the fax and you do it using split tests. So let's say you're running a campaign for a product that says by now, for 50% off, right in the email headlines. Let's call this variant A because we're very good marketers and we split test everything. What we do is we actually create a second variant that says by now and save $57 we call this be now, In this case, we be testing whether or not a percentage discount approach versus a flat discount approach makes people more likely to pick the buy button. We'd send these emails to the exact same number of people. This is our sample, and then we'd see what happens over the course of maybe 2 to 3 days. Now on other results. If after just three days vary, A gets 27 klicks out of 1000 that's a CTR 2.7% and very and be against 89 clicks out of 1000 which is CTR 8.9%. Well, it's clear, varying be wins in terms of CTR. So if you're optimizing for CTR and all the other things were the same, what we do is we drop very a. We create a second variant variant B. Maybe this time we test something different, like the button size and we repeat the experiment. So it sounds pretty simple, right? We test, we pick the winner. We discard the loser. We make another variant test again. We do that over and over and over again to improve the power of our email campaigns. Now, here's where most people feel most people get way too impatient. They don't actually let themselves gather enough data before making that cutting decision whether or not to discard the loser. This is based off a scientific principle called statistical significance, and it's the biggest thing most people mess up when split testing anything. And believe me, the majority people screw this up royally. But instead of literally teaching you an entire university course worth of statistics, which, by the way, I myself don't even understand, I'm gonna show you guys a very simple way of ensuring that whatever decision you guys make is the right one. The vast majority of the time and the reason we're not going for 100% of the time is because in marketing their diminishing returns, the more sure you are anything. So what we're gonna do is we're gonna content ourselves with strategy that makes us right the vast majority of time rather than all of the time. All right, so prior to this, you guys will hopefully run a few tests and collected some data. Ideally, you guys actually have a big spreadsheet with rows and rows of open rates, CTR and conversion rates, and you're actually just going to copy and paste them into what I'm about to show you. Now, Now, there aren't any real rules, but I personally like to ensure a sample size of around 300 minimum when trying to make any statistically significant decision regarding email. That means that I personally like to make sure absent at least 300 emails protest, then waiting a few days, proud of discarding or creating any variant. So once you guys have your data, what we're gonna do is we're gonna head on over this absolutely amazing website. It's called a B test guide dot com slash Kalac. I use these guys were pretty much everything. What this is is this actually statistical significance calculator for split testing. So we're gonna do is we're gonna scroll down and click in 95% confidence interval right over here for anybody that's taking statistics is our Alfa, by the way. And we're gonna type in the number of visitors from our previous example 1000 with 27 conversions for a 1000 for be with 89 conversions for B. Now what we're going to do here is we're gonna click, apply changes and see what pops up. Now. One thing that might be confusing is that this website basically counts any next step as a conversion. So opening the email, for example, might count as a conversion. Click throughs might count as a conversion. Basically anything that takes you closer to that end goal of purchasing. It's called a conversion by this website. So in our case, using the prior example of click through rate, we're gonna call or click throughs conversions and compare them between the data sets. So now we see a graphical representation of our data. If it's statistically significant, it's gonna show up his green, and the two clusters are actually gonna be relatively separated from one another. It is not statistically significant are clusters will both be gray. Green is really simple. It means you guys can go ahead and make a decision regarding that split test Gray, on the other hand, is a little bit more complicated. Either There is a real difference between the samples, but you just have a collect enough data yet, or there's no difference between the samples. Whatever. And it does not matter how much data you collect, you still won't see any results. It's mostly a judgment call, but for me, if I can't find a statistically significant result within a sample size of around 500 I dropped the test entirely in a performing new one. This is because more data requires more resource is and is to see later on in the course lists cost money. I'd rather my conversion rate B 0.1% lower than spend an additional $500 every week on more data. OK, so that was a fair bit to take in. I want to review in any marketing campaign. You guys should always be testing different variants to optimize your results. Now the problem with most people is that they're overly impatient, and they try drawing conclusions that aren't there. They attempt to draw conclusions without collecting enough data. The reason this is bad is because they end up spinning their wheels all day and not really getting anywhere. They think that one various better so they'll discard the other one, and they'll make another very based off that winner. But then, as they collect more and more data, they'll see that both variants suck and are basically statistically distinguishable from one another. And now they've wasted $500 a full week that they could have been generating leads through email. So again, my personal golden rule for email samples is 300 cents. If you guys can't get a statistically significant result by around 500 it's probably in your best interest to drop it and move on. Unless you guys are very well funded and you have a lot of resources. All right, that's all for this video in the next one will talk a little bit more about the purpose of cold emails and how to frame the process in your mind. 3. Why Do We Email?: What's going on, guys? Nick here. So in the last video, we talked a little bit about what conversion rates are and how to increase them In this video. I want to pull back the curtain on the real purpose of cold emails, because I think a lot of people don't really understand why we email in the first place to start off before you guys do anything. You should always be very, very clear on the outcome and the purpose of the action that you guys are undertaking. So for us, what's the real reason that we're emailing in the first place? Is it to close the deal to be expected, get a contract signed or money transferred solely on the basis of an email? Well, in the majority of cases, the answer is actually know which is counterintuitive to most people, considering we're on a course about cold emailing. So pretend your A B two B sales person. How likely do you think you are to close a deal entirely over email, consider the average response times of a prospect. The average click through rates conversion rates, and so, instead of the sale cycle and the fact that Most people are very unlikely to spend money unless they're actively pushed past the point of hesitation. And consider the fact that today's world is so media saturated that the average consumer usually has a dozen or more competing options available them at the time of any purchase decision. Now, if you guys added all these factors, you'll probably quickly find out that the likelihood of you being a little close somebody hasn't have a contract for a product or service signed and in your hands entirely through email from just start to finish is pretty low. You can still do it. Don't get me wrong. Some people do. It's just not an ideal use of your time. Different parts of the sales interaction required different mediums of communication. Okay, there's some parts of the sale cycle, for example, that respond way better for people talking over the phone than reading text on a screen. And likewise, there are also certain steps that are much better. One of her email versus in person, especially situations where you know you can't make it all the way over to a prospects home or their place of business. Now, instead of using email for everything. What experts do is they use email to filter out a prospect first and then collect data on which prospects are the most qualified before moving them on to another sales medium. Let me give you an example. Let's say I run a Web design company. Okay, My sole goal in life is to get people interested in my Web design services enough so they're actually willing to pay me a little bit of money. Let's say I'm trying to decide between two different cold outreach campaigns. Now the first cold outreach campaign uses nothing but email, and the second Cold outreach campaign uses cold email to first identify prospects that respond. And then they use phone calls to contact only the interested prospects that responded or opened my emails. Let's also say we're working up a list of 10,000 people now. If an average call is two minutes long, it should take a competent cold car, somebody on the phones a little over 20,000 minutes worth 333 hours for them to finish a list of their doing nothing but calling. That's over two months of full time 95 phone calls, so as I'm sure you can imagine, it would be quite expensive to do. And I'm sure you get resulted. He did this. I just think it would be very, very slow and very, very expensive. Now, alternatively, think about this. What if use an integrated email and phone approach where you first mass email the entire list, then old of those 10,000 prospects, you find that you're open rates 20%. You see terrorist 5%. Remember that we're tracking using the pixels we talked about earlier. Now 20% opened out of 10,000 emails. Gives US 2000 opens 5% of 2000 opens gives us 100 click throughs. Now let's just say that instead of our entire list, all we give our cold color is only the leads that have either opened or clicked through to the email. These are the leads that are already completely pre qualified themselves on the basis of being at least somewhat willing to buy based off their behavior. Now, instead of 333 hours, it will only take our cold color 70 hours to complete the whole list or just under two weeks. That's almost a five times increase in speed mean the five times decrease in cost and sure , the color is not gonna be able to call all 10,000 prospects. And I'm sure a few deals will slip through the cracks. But the portion of the list that was already pre qualifying themselves on the basis of the email campaign probably make up the majority of the Sinovel contracts anyway, So your conversion rate is probably only gonna be within a few percentage points of the previous example. And personally, I'm okay, taking a 2% hitting conversion rate. That means a 500% decrease in cost, aren't you? This is the real power behind a strong email strategy. It allows you to contact way more people in a way less time and allows you to spend your money where it matters most, a k on hot and qualified prospects. Now you can make this a purchase simple or as complicated as you want in my company. We keep it very simple by first segregating a list into opens and click throughs and then calling those. Some companies, though, have further steps like webinar sign ups or small purchases. So the only people that they're sales people ever call are people that are already pre qualified buyers. So to summarize, what's the purpose of cold email? Well, in the vast majority of cases, believe it or not, it's not to close the deal because I would just be impractical. Instead, the purpose is to collect data pre qualify leads in the basis of where they are in your campaign, and then take them off email onto the phone or into an in person presentations. Now this is going to save you time. It's going to save the money, and it's gonna keep your hair from going gray prematurely, so I will see you guys in the next video. 4. Drip Email Structure: What's up, guys? Now that we've talked a little bit about the theory and the terminology behind cold emails , it's actually time to start writing and sending them out. So what I'm gonna do in this video is I'm gonna show you guys how to construct a drip email campaign. Now a drip email campaign is just a sequence of emails that are automatically sent or dripped to your list over time. For example, let's pretend you're a Web developer again and you have a drip campaign of three emails. The first email might be a short intro of what services you offer, plus a call to action. Then, if they don't respond to that, your second email might be a case study of something that you've done with a similar client and prompting them to respond. And then, if they don't respond to that, maybe you're 30. Mill is something acknowledging. They didn't respond, then asking if there's still a chance for you guys to work together. Now I've seen all sorts of drip campaigns. I've seen them send like two or three emails like the previous example, but I've also seen these huge 20 or 30 email sequences that pull all sorts of crazy mind games and tricks. I actually had a really good example on my email just the other day. I want to share with you guys right now. This guy's name is Jeev. He runs an S e o company CEO stands for search engine optimization. What he does is he helps rank websites on Google. And I signed up for one of his services, I believe three months ago, and in the interim he sent me over 35 freaking drip e mails, all requesting a meeting with me over Skype or through some type of weapon are now. Most people would have stopped at three or four, but this guy is freaking nuts. He didn't stop until 35. Now, I'm not likely to sign up with them ever. But I honestly have to respect this man's dedication and give him kudos to going out there to get what he wants. Now, for the purposes of our course, what we're gonna do is we're gonna keep it simple. We're gonna construct a simple, short five part email campaign for our web design company example that gauges interest attempts to book a meeting and that allows our pixel to collect the necessary data to pass it over to our phone team. So, personally, I like to write all my emails and Microsoft Word. You guys can use whatever tech Senator you want, and I've actually taken the liberty of writing out some mammals beforehand. I'll walk you through them right now. Now, the first email is your classic short introduction. Back in the past, people used to send these giant essays of information talking about who they were and why they were qualified to do the job. But over time, most people realized a much better approach was to keep it very short and frame everything in the whole. What I can do for you mindset as opposed to it here, all of my qualifications mindset. My basic rule of thumb is always keep your cold email shorter than one full phone screen. The majority of people that are going to be reading your emails are gonna be doing it on a phone screen anyway, so it's a good rule of thumb to keep now our first email, contact name and working with other industry or position. One of the key issues they're struggling with this key issue this past year, we've helped numerous companies increase X, resulting in money saved, revenue added or productivity increases. If this is something you're challenged with, two, let's set up a quick call. I have some ideas that might help all the best Nick. Now remember, The point is, we keep it short, sweet and personalized. Here we mentioned their name. We mentioned their industry, and odds are we mentioned a key issue that they're at least aware of, if not struggling from directly. Then we talk about what we've done and we offer a call is a solid email format that's personally when me and many others a lot of conversation. Now our second email starts off like this. Hey, contact falling up on my last email. I wanted to see if increasing X or decreasing why was something you'd be interested in discussing. My company offers tools for business area that include the following feature one feature to feature three. I'd be happy to give you a brief walk through the tools so you can evaluate whether or not there might be a broader application of leverage. Those tools at your company. What do you think, Nick, Our third email looks like this here. We're building up value, and we're inserting a fair bit of humor, which I find works very well. Hi, Prospect Name? I'll keep this short and sweet to make the 26 seconds it takes to read it. Worth your time? Yes, I count it as a job title at company. I get to speak of people like you about achieving X Prospect Company is on my radar because we helped a lot of companies in this space with business area Could be schedule a 10 to 15 minute call to discuss your strategy for why what excites you, which challenges you see and how you envision your plan changing down the road. Even if we decide not to continue the conversation after your call, you'll at least leave with some advice for a business area that will make an immediate impact. Best neck and our fourth in 50 males are what are called last ditch e mails. Now, while the goal is still to book, the meeting were actually going for literally any indication of a response whatsoever, because this is gonna at least give us a tiny bit of data that we can use to later optimized for our phone team. Hi, Prospect Name falling up on my previous email is they have a tendency to slip through the cracks. At the very least, I wanted to help provide you with some of the top resource. Is that your peers at other industry companies found helpful. Here's out for link. Here's a case study. Would it be helpful if we scheduled 15 to 20 minutes to discuss how some of these topics may align with prospect companies? 2019. Strategy. Just book some time on my calendar here in certain meetings like Thanks, Nick and our last email. Hey, Prospect name. It's still sings Sad face. Sounds like we just weren't meant for each other. But I wanted to reach out to one last time. I have a few suggestions on how Prospect Company can accomplish X and y If I don't hear back, I'm just gonna assume that the timing isn't right. In the meantime, Here to links or resource is I thought you might enjoy because Link one linked to best neck , as you see here were no longer asking about the meeting at all. We've actually completely transition instead to just asking for any response whatsoever. Even one that outright tells us they aren't interested. The reason this is so important is because it's something that one of my all time favorite sales trainers, Grant Cardone, loves to say. Not interested is still a level of interest. Now, if somebody takes the time to tell you that they're not interested, there's still technically on the spectrum of interest because they truly were qualified to buy it all. They didn't want this product even a tiny bit. What they wouldn't responded to you in the first place. They would just blocked us or they wouldn't just ignored us. Instead, them actually taking the conscious effort required to email us back lets us know that although they might not be ready to buy right now, there's still the kind of person who reads and replies to email, which is a different type of person entirely from the kind of person that just puts them in the trash right away. Now is more and more options become available to consumers. This portion of the population is actually continuously decreasing because they're getting more media saturated. So it's in our best interest to get data on as many of them as possible. Now that we have our five emails, the next step is to split test them. So we're gonna have to grab each email duplicated and then change the variant slightly. Now I can't write all your emails for you. I wish I could, but I have the next best thing. There's this amazing company out there called Hub Spot that rates free articles on a marketing and sales. And they have this gigantic list of high converting email templates that anybody can use personally, Many of my best email campaigns were actually based off a hub spot template, so you can at least take that as proof that it works. It's just a matter of converting that template into one that actually makes sense for your industry. I'll include a link to the list in the description. What I want you guys to do is go through these emails and pick out the ones that are most relevant to you in your industry and then experiment. Okay, so what did we learn today? Well, we learned first how to construct a simple drip campaign. We then took a look at a five email example sequence. If I personally used many times too much success, we learned the idea behind cold emails to keep it short, sweet and frame it. You know what I can do for you mindset as opposed to hear my qualifications mindset. And we found a huge treasure trove of awesome email templates on Hub Spot. So you guys in the next video. 5. How To Write Effective Emails: What's going on, guys? Now, in this video, what we're gonna do is we're gonna talk about writing and, more importantly, how to write your emails in an effective way that skips all the B s of regular emails. Let me start this by saying consumers today are very skeptical. It's actually pretty hard to sell stuff nowadays. It didn't always used to be this difficult. But since over the last 20 or 30 years, the average consumer has been inundated with thousands, maybe even millions of TV ads of radio ads, billboards, newsletters, etcetera. A lot of them have lost their patients when it comes to being sold. I'm sure you yourself of that situations where an ad promised one thing but then delivered another and a kind of sours the entire buying experience for you. And now consider that most consumers have dozens of these experiences makes a little understandable that they're like this now, on top of being over advertised. Nowadays, the average consumers brain is literally fundamentally different. With the rise of modern cell phones and social media, our attention spans are lower and the value offered in anyone add needs to be a lot higher for us not to feel the urge to instantly close the tab or block the email right away, we basically got a little spoiled. We have so many options now that we have the opportunity to pick and choose what the best offer is just for us. So these two ideas mean that nowadays our approach to writing ad copy or e mails needs to be a little bit different than most people think. Because consumers are tired of traditional sales. E copy R e mails need to do a few things right, and they need to do them right very quickly. They need to one offer real tangible benefits instead of just vague sales words that don't mean anything. And I'll give you some examples later on the video. And two, they need to include some type of strong value offer, whether it's a crazy sale on a product, low flat rate for consulting fees or something like that. So let's dive a little bit more until what exactly this means by looking at an example the game changing lawnmower that will revolutionize the lawn mowing experience. Okay, so here we have a statement that most of us are probably very, very familiar with just reading advertising all day. This product, specifically a lawnmower, is game changing its revolutionary. What I'm gonna do is I'll dissect this based off the first where we mentioned earlier. And then we're both gonna try rewriting this, and it's something that might actually sell some lawn Mars. Now, before we start, I want you to pause the video and I wait a list the problems that you think you might be able to see with this headline What do you personally think is wrong here? What might be improved to this headline to make a little bit better knowing that we just talked about adding riel tangible benefits with strong value off. Okay, let's start from the top. The first problem Here are the words game changing In this context, what exactly is a game changing lawn Maher like, What kind of benefit might this be expected to give to the consumer? We don't know. And I'm guessing whoever wrote this is no. Either way changes the game. So does it make the long morning experience different? Hopefully better, but different. Well, in what way does it make it faster? Easier is it may be a robot lawnmower that lets you sit on the couch while it works. Or is it a new and improved model that saves you money by consuming less fuel? The main thing this ad and many other ads suffer from is it's overly vague and the reason so vague because it's actually trying to ride on the successes of what used to work 30 or 40 years ago, but no longer does today. Consumers don't like this today because it doesn't hold the product accountable to a standard. One of the reasons sales people used to use these vague sales terms like game changing and revolutionary all the time is literally because it didn't mean anything. If the product wasn't really that great, the company could always hide behind saying, Well, do we never promised you a tangible benefit? It was just your interpretation of the word game changing in the 21st century. People want to see specific benefits. People should be able to ask themselves what's different about this lawn mower versus all the other ones and then come up with some type of concrete tangible answer. So that was the first section Let's move on to the next part. Now the next part of this headline says that will revolutionize the lawn morning experience . Again, we see that it's incredibly vague. Most the readers. You have no idea exactly what revolutionized means in the context of lawn mowing and lawn mowing experience. What the heck does that mean? Does it revolutionized every aspect of lawn mowing? Or does it only improve one specific thing like speed or cost? Does the lawn more rumble less when you move along with it? It's important that when you're designing an ad and especially designing a headline your specific as possible Now in copyrighting, we call this process, creating your headline using a value proposition, and that's what we're gonna do right now. So let's say the real benefits of our lawn more after we diligently tested it. Our product team give us all the information is that our lawn more cuts grass faster, and it uses less fuel in the long run. So in order to craft a compelling piece of copy, what we really need to do is we just take both of those value propositions, and we literally just say them with no fancy wording, no double meanings, nothing at all. For example, instead of the game changing lawnmower that will revolutionize your lawn mowing experience , we could try something like cut grass faster and for less money with the lawn. More 2000 boom. That's it. It's not fancy or complicated, okay? It doesn't use powerful big words like game changing a revolutionary. What it does is that literally just says why our product is important if a customer later sees three different acts. Okay, they're all competing lawnmowers and later on the ask him. Hey, what are the relative benefits of each product when he gets to a lawnmower or 2000? He doesn't have to blink. Even if he doesn't remember anything else about the product, he'll at least remember. It's faster and it's cheaper. And that's exactly what we want Now, Once we have the general idea of what our headliner value proposition is, our next step is basically trimming the fat. Our goal here is we want to use this few words as humanly possible to express the most information. Each word will seem significantly more impactful as a result, and it's what makes our ads stand out. So what we'll do now is we're gonna take our template idea, which is cut grass faster and for less money with long more 2000. And we're gonna write five, maybe six variants until we find one that works. So to save you, get some time, actually do this beforehand. But the process of more or less exactly what I and many others use to construct excellent headlines all over the world. The first is save money. Cut grass faster. Second, introducing lawn more 2000 for faster grass cutting that uses less fuel. Third is want faster cutting cheaper fuel use lawnmower 2000 fourth faster grass cutting without more fuel consumption. Fifth faster grass cutting with less fuel consumption six. Save money. Cut grass faster lawn more. 2000 now personally, my favorite ones so far is save money. Cut grass faster Just cause it's the shortness is most impactful. But really, you're gonna want split test all of these. But for now, let's just make that our headline. Now we're gonna use this everywhere. We're gonna use this in our e mails in our landing pages, even in our phone calls. Now we can take the idea behind the headline as well, which is a reminder was to be his concise and specific as possible, and we can apply it to all other areas of our copy, too. So let's take this paragraph, which is an example you might find in an email from maybe a nonprofit organization. It reads like this. Aid agency works to bring immediate assistance to people whose lives have been devastated by natural disasters and conflict through our work. We provide emergency relief in the initial stages of the disaster, and we also provide continued support to effective communities as well as they try, rebuild and rehabilitate towards a sustainable future. Now, at first glance, this doesn't look too bad. It almost seems like a strong paragraph that provides useful information. But on a careful re read, you guys are gonna find that it's filled to the brim with useless words that don't get tell the reader anything that they don't already know. So what we're gonna do now is we're gonna take our concise and specific approach, and we're actually gonna reward this entire paragraph again. I've done this before hand, but the principle follows Agency brings immediate assistance of those devastated by natural disasters and conflict. We provide both initial emergency relief and continued support, helping communities rehabilitate and build towards a sustainable future. Now I like to think of the first paragraph as watered down cola. You have the core idea, which is the cola, which tastes good. But then you go, and you completely screwed up by completely watering it down. Now this might work fine when you're writing a blogger post and you just need to hit a certain number of words, right? I myself have been guilty that a number of times. But when it comes to email campaigns and this is something everybody needs to understand, generate the longer the email, the worst the email does at converting a simple two paragraph message that peaks reader interest is oftentimes gonna do much, much better than a whole four page essay because nobody has the time anymore. If your product takes four full essay pages to describe, then you're probably targeting the wrong market to begin with. Now I want to a practical exercise with you guys right now, right this second, I want you guys to go through the last email that you sent that was longer than about a paragraph. Go through email inboxes in your sent folder, whether it's Gmail or Yahoo or Outlook and find one that might have been a colleague, a girlfriend, council or whatever. I don't really care. All I want you guys to do is go through that email and just like I did with that aid agency Paragraph I way to remove all of the unnecessary words or ideas that are secondary to the actual goals of your message. Basically, I want you guys to trim the fat, pause the video right now and do it. What I think you guys are gonna find is that even those of us that right on a daily basis often use way too many words to convey very simple premises. Most of what you guys probably said in 50 words you guys could have said in 30. And that's bad practice, especially in an industry where longer emails cost more money toe win contracts with. Like I said in an email or an advertisement, the longer the message, the lower the conversion rate so your goal is to back is much info into his few words as possible. So if I could summarize this lesson when writing good emails. You guys need to ensure that your copy is one specific and two concise. Avoid using vague sales terms like revolutionary or game changing. Instead, stick to concrete benefits like faster grass cutting or saves you money or something similar and focus on being as concise as possible. Re read every email, every advertisement, really every piece of text before you send anything out and remove anything that isn't immediately necessary to convey your point. All right, that's it for this lesson. I'll see you guys in the next video. 6. How To Send Effective Emails: What's going on, guys. In the last video, we talked a little bit about how to actually write a cold email, and in this video we're gonna talk about how to actually send that cold email. Now there are many different mass email platforms currently available in the market. Actually, hundreds currently and new ones are always cropping up. I personally as a few of them through on my own career the ones that I like the most work send a grid send in blue and socket labs. But by the time you guys were watching this may be one or more of these platforms might have been outdated. All you guys need to do now is do a cursory Google searches something like best mass email software, and you'll easily be able to find the platform for you. Now. All platforms were relatively similarly. The way they work is the wrote outgoing email through their own highly trusted email server . Before letting it out onto the wider Internet, which helps with something called deliver ability, Now will deliver ability. Is is this a portion of your emails that actually arrive in your prospects in box? The reason the servers are highly trusted is because they rigorously check for span rigorously check for malicious intent, and they make sure that users Oeiras compliant as possible before allowing them to send any emails out at all. Contrast this with trying to start a mass email campaign with Gmail or maybe Yahoo, and he does it very, very quickly. Find ourselves blocked because a lot of spammers use these free platforms and Web servers around the world. Trust emails from Gmail or Yahoo way less. This would decrease your deliver ability, and it would make it so fewer people with your emails at the end of the day. Eventually, you also probably get registered as a spam account, and then nobody would get your emails. So send a grid and send in blue and socket labs. All let you guys bypass the usual restrictions on the number of emails you can send out for a small feet. It's usually monthly over there. Sometimes annual subscriptions as well that help us to have a little bit of money, and I just want to say before I review them, I am in no way affiliated with any of these people. I've used each other services and they all have their pros and they'll have their cons there, no affiliate links or anything. This is a totally unbiased review. My only job is to provide you guys as much value as possible to help you come to the right decision for yourself. I didn't do that. I wouldn't be a good instructor. So starting from the very top we have send grit. Send Grid right now is the most affordable by far. They have several tiers, but their lowest ones cost around $15 USD on average, and they let you send a tow 50,000 emails per month. This comes out to mathematically about $0.3 per email, which is incredibly cheap. The sign up process is great. They have awesome customer support staff, and a lot of high profile companies like Spotify and Airbnb used them all the time. Ah, cool thing about send Grutas. They also integrate with a communications platform called Twilio, which is basically like a deliver ability service for text messages instead. So if you want to send taxes well, I believe they give you guys a package deal. But texting is a whole other ball game that differs significantly from email. So keep that in mind. An advantage behind Send in Blue is their beautiful email builder that integrates a Gmail unless you just drag and drop to construct very high converting email templates on the go. Not every email deliver ability Service has an email builder. Fuel ones that do are usually very outdated. But I find sending blues is very modern and high performing. And finally, there's socket laps. Now Soccer loves to me anyways is like the king of email deliver ability. Their plans get very pricey, especially enterprise level options, but their jam packed with features. They give you a dedicated deliver ability specialist, detailed reporting and analytics constant monitoring. And they'll let you know instantly if deliver ability ever becomes an issue for any of your campaigns. So if you guys want the best for performance, those are who you guys go with, and on top of that kind of cherry on top, they have excellent customer service and personally gonna hold your hand through making sure emails air delivered as much as possible. And that's email platforms. Each of them are very different, so you'll need to visit their website or call into one specifically about how to integrate them with your own email server or maybe your email client. But in a nutshell, those the benefits and the drawbacks of each platform to summarize all email centers work by routing outgoing email through a trusted email server to ensure maximum deliver ability . Your cheese best option is usually gonna be send grid. The best option in the most expensive one is socket labs and will in in the middle. Send in blue is a good middle ground for those that you need something with a solid drag and drop email builder, but don't necessarily need, like enterprise level support of something like socket Labs. All right, that's all for this video. In the next one, I'm gonna show you guys where to get your leads from. See you there