through the eyes of a customer

We’re doing cold outreach to build momentum for Accoil Analytics.

Before you dash your mouse in disgust to the delete button, repelled by the idea of cold emails (we’re sending them), at least stick around to hear why?

But cold outreach is dead, right?

Sure it is. Like easy money during the zero interest days. Or billboards. Or vinyl records. Dead.

Until it’s not. Until it is resurrected as a “new” thing. 

Hand-written cold emails are not dead

Vinyl records are a hot commodity. I’d argue that billboards are some of the highest ROI marketing campaigns possible (I’ll explain below). 

And like vinyl records, human-written emails are not dead. They’re actually kind of unique.

Written through the eyes of a customer

When sales email pro Mike Wander writes emails, he asks “am I approaching this through a lens of what I need or what they need?”

To answer that question, we have to know our customers really well. In ways that AI and machine learning can’t. 

AI spam is everywhere

The volume of it creates an opportunity for you and me to sit down, read up on someone, and write a real personal note.

Human to human.

That’s why we’re doing cold outreach. Because despite all the noise and the cluttered inboxes, we believe we can look through the eyes of our customers and see what they need and want.

We’ve been in their roles. We’ve made the same decisions they have to make. We’re doing it all right now as we build our own product and business. 

It works even if you don’t like the idea of it

Maybe you feel like cold outreach “isn’t something I do.” That’s ok. I felt like that for years. Until I needed to get customers and it was the fastest path to revenue.

It worked so well in previous businesses that we’re rolling it out again. We sold products and services. We booked dozens of people for podcasts. We recruited consultants. 

It works when you take the time to A) narrow the focus to a certain group of people and B) take the time to learn about individuals and type an email with your hands -- not with a prompt.

Fast path to revenue and reputation

When done well, email (even cold) builds up a reputation. When done poorly, email ruins a reputation. The bet we’re making is that messages written with the reader’s best interest in mind, and an honest understanding of their world, will help us land customers and build relationships. 

If you need to build revenue momentum and you’re willing to take the time to do it well, do some list building and some emailing. 

If you’re not convinced it’s a good idea -- or maybe you want to try it but don’t know where to start -- hit reply and let’s talk it out.

Peter

(496 / 500)

PS: Billboards are amazing ROI because they can live forever through pictures on social media, more print ads, emails, etc.