In this episode, Matt McQuinn, founder of Coldlytics, reveals how marketing agencies can find the best data available that will exponentially increase their cold outreach success.
Coldlytics is a B2B data provider for cold email campaigns. The company’s core focus is to provide the most reliable data in the world for outbound marketers. Their long-term vision is to become the one-stop solution for total sales enablement.
What Coldlytics is all about
How Matt Got Started Digital Marketing
What Sets Apart Coldlytics from the Rest of the Marketplace
The 80/20 of What’s Working Today in Cold email
Brilliant Marketing Campaigns That Led to the Growth of Coldyltics
People and Resources Mentioned
Joe Troyer 1:01
Hey everybody it's Joe Troyer, and welcome to another episode of show me the nuggets. Today I have on a guest, his name is Matt McQuinn. And I'm super excited to have Matt here today. Man, I am so honored to be able to have on awesome guests on the podcast every single week, I get to pick their brain, I get to see what's happening. And you get to be a fly on the wall for the conversation. And I'm sure today is going to be awesome. So for those of you guys that don't know, Matt, Matt runs a company called Cold Linux. And really I just started using and working with cold Linux over the last couple of months. It really was the first time I heard about them. And you guys are in for a treat today. I'm super excited. I'm not going to blow the surprise of what it is they do and everything else. But we'll get started here, Matt, welcome officially to the show.
Matt McQuinn 2:05
Yeah, man, thanks for having me on. I think it's, it's good to share from from a founders perspective, because I'm solving a problem with Coldlytics that I experienced in an agency, when I ran operations at an agency, it was my biggest issue. So I'm super passionate about and excited to chat with you.
Joe Troyer 2:20
Perfect. So I'll let you I'll let you address the elephant in the room what the heck is Coldlytics.
Matt McQuinn 2:27
So Coldlytics is a platform that combines the best of automation and human intelligence to create fresh lists. And I can confidently tell people that we have the best data in the industry for marketing agencies, because it's fresh and you can't beat fresh. And then it's not just like you scrape LinkedIn and got a list back and it's full of emojis and people that shouldn't even been on the list, even though you have your Sales Navigator account, like these are the problems we're solving by combining people's intelligence with automation tools, right? Rather than having to do that in your agency create SOPs, train VAs do all that nonsense. That's super, super difficult to scale and frustrating. We said, what if there was just a platform that said, hey, what if you got good data when you paid for it in first place? And that's kind of what we're here doing?
Joe Troyer 3:10
Yeah, man, I love it. It obviously solves a big problem. Like you said, obviously, it was built because you needed it. Right? You saw the need and saw the opportunity. And obviously, I'm a customer of yours, because we have the same problem. Right. So, you know, in training lots and lots of marketing agencies, you know, on how to do outreach, you know, our community has done really, really well with cold email. But one of the secrets I always tell people is like, once they get their campaign up and running, and it's working, like go after the data that was missing, right from your lead sources go after the bounces. And here's the process, here's our processes for going and finding the right information. And, you know, it was really hard to get people to do it because it sucks, right? But the people that embraced it and really went for it, they absolutely murdered it with with their with their cold email in their outreach, like their success, I'm sure probably doubled. Right? Because they're outreaching to prospects that that, you know, the typical scrapers aren't grabbing it was it was the unknowns, right that the blank data sources. So definitely excited to dump more jump more into Coldlytics here, but before we do, man, let's uh, let's talk about how you ended up in this crazy digital marketing world and ended up being the co founder Coldlytics
Matt McQuinn 4:30
yeah, so a little brief kind of background on me. I went to college here locally in New Brunswick, Canada for marketing, and I learned everything about marketing that mattered 40 years ago and nothing that mattered today. And I remember chatting with my peers and people in my class say like, man, like you know, somebody, some gym guy paid me in, in Missouri to like consult on Click Funnels, and I was like, I don't even know what that is, man. I was like, I've been looking at this for like two weeks now and like he wants me to work for him. And I was like, there's so much low hanging fruit out here that that no nobody's getting after. And I kind of realized there's this whole culture of young agencies and people out here that want to get after it. And they're really excited about what tech is doing in marketing and not the Coca Cola campaigns that you study in school. So that was kind of what piqued my interest. And then I took on a director of operations role with an outbound agency called outflow. And we work directly with investment bankers, and basically anybody involved in mergers and acquisitions, trying to find businesses for them to acquire, so very high stakes very high reward. And in that process, I had to feed tons and tons of contacts to our campaigns into our AES to run campaigns. So that was where I first experienced the depth of the pain that is experienced from good and bad data, and the highs and the lows. So all that to say after a year, I met the co founder, who's no my co founder, Richard, he was working on this app, he was like, We need somebody sales and marketing to push this thing out there. I was like, this solves the biggest problem I've ever encountered. Let's do it. So we doubled down and made no money for like three or four or five, six months. And I was like mowing lawns, I was just putting food on the table for my family, like doing stuff in the background. And then we started partnering with agencies and agencies were like, This is crazy. They're like, This is unreal. I can't believe you did this. And I was like, Yeah, thanks, man. That's how I felt too. But the last six months told a different story. So fast forward another five months, and here we are, we've scaled up to, we're pushing for I think, 20,000, monthly recurring. We're building in public. And so we're just kind of beginning that trajectory. And that's the backstory of kind of where I got my experience, and really the pain that drove me to solve this problem. That's awesome,
Joe Troyer 6:35
man. First off, congratulations, right? Order. It's funny, like, you saw the problem, you saw the opportunity, this thing is going to be a home run, right? And then, you know, it wouldn't be a complete hero's journey if you didn't have to go through the struggles, right? Like, took you guys a little bit of time to find the right target market. That really understood the value proposition. So I'm curious, is today, marketing agency still your your top? customer base or customer type?
Matt McQuinn 7:07
Yeah, we're actually actively developing for agencies specifically. So every decision we make in the product in our community, it's all geared towards agencies right now. And for the foreseeable future, that's our core focus, because those are the guys that we're changing lives for in their agency in their clients lives, the people, we sell them on a list. Right? So that's where we're, we're focused on on doubling down. Yeah,
Joe Troyer 7:26
man, that sounds great. So when I think of cold, fluidics, right, I kind of hit what I think about, I think about like, all these scrapers, and all these sources, is where everybody's getting their data. Right. And it's it's incomplete, it's inaccurate, there's mistakes in it. And if you're just using that, you're kind of just skimming the top right? Like you're really leaving so much opportunity behind. And you guys really come through with a fine tooth comb, right? And really append data, add data, find good data? Is that really the? Is that the big value proposition? Or am I missing something? And what you guys do I want to make sure we get an accurate representation of robotics.
Matt McQuinn 8:09
Yeah, totally. I think it really just comes down to this, we're providing fresh business to business contact lists that nobody else has, you know, it maybe in 10 years, I won't be able to say that the fact of the matter is, the way we run our processes is we're we're scraping searching, pulling things down from all different parts of the web, based on a very unique set of criteria. So if you're an agency, you're like, hey, you know, I want plumbers in the state of Wyoming? Well, you can anybody can scrape that list, that's no big deal. But what you're going to also get as plumbing wholesalers, and you're going to get a whole bunch of H fat guys. And you're gonna get a whole bunch of just heating guys, and like stuff that is not plumbing businesses. And so how do you refine that? Normally, you clean that up, right. But that's where our bread and butter is, is really refining big data into something that's really tangible and profitable.
Joe Troyer 8:50
Perfect. So just for sake of transparency, the reason that we started using you guys called verdicts, you know, we have a tool called PPC Ad lab. You know, we went from, you know, zero to 400 agencies, using the platform actively, you know, building lists as well and prospecting to to companies that are advertising on Google ads, right. And using Hunter and all the other scrapers and tools, we can only find so much contact info. So we have this great data, these people that are advertising on Google, which is you know, the kind of the most expensive advertising platform out there, honestly. And if somebody can advertise there, right, they probably have a pretty good advertising budget to spend with you as an agency on other products and services and things that are going to make their business perform better. So we got this list, but we only got like 3040, maybe 50% of the data, who are the right people to contact? And so we started working with you guys for that. And I gotta tell you, it's been working really, really well. I think I was looking at some of the stats earlier I think our response rate or reply rate on cold outreach to the process checks that you've given us, is somewhere between a two and a 3x. Increase. And I think if you're used to, we're either getting the right people, or it's not like a catch all. Or it's valid, right, some combination of those things, is definitely moving the lever for us in a major way. And I think I'd be remiss to say like, the other thing is, is that it's just giving us a lot of data that we wouldn't have ever had if you guys didn't do your job. So like, we're probably getting, you know, at least 40 50% More just leads that we're able to market to, but then the refinement and the accuracy, overall, has has really made the campaigns way more effective.
Matt McQuinn 10:47
Yeah, you said something that stuck with me at the beginning of this podcast, which was that your your clients were going out, and they're going and filling in those those invalid emails and catching the stuff that they missed. And really, that's the ad 20. And cold email is getting the stuff nobody else is spending the time doing because everybody's sourcing lists scraping the same search results and emailing the same people. It's the reason I don't support databases very well, because I can't advocate for it the way I can fresh data and databases have their place. But fresh data that is researched by hand really is something that produces that two to 3x result and Frankie Finn harps on this all the time, whenever we chat. He's like, man, he's like, he's like over 100 years of direct mail studies, I can hear him go right by yours right now. He always says that 60% of the results of those conversions come from the list, and 30% of the offer and 10% is the call to action. So for us to be able to kind of give you guys a two to 3x advantage on the 60%. Like that's an 8020 and an 8020 in an ad like that's exponential leverage, right. And that's what, that's what I get so excited about. That's what every marketer dreams about finding, right? Is that like, multiplier on what they found works. So yeah, I get super fired up about it.
Joe Troyer 12:00
Yeah, man, I love that applying the 8020 to itself, right, like James Schramko calls, calls that what the 64 Four. I love that, like, so super effective. So I think, you know, in cold email, there's, there's, there's a couple of huge variables, there's there's the list, there's the quality of the list, there's then the deliverability, there's then obviously the the offer that's made and trying to figure out how do you stand out in that marketplace? And all the marketplaces that are very different, right? In terms of market sophistication? Like what's been what's been done to them in terms of cold email before? And is every marketer under the sun hitting that same vertical saying the same thing? So you got kind of what is that offer? What is that foot in the door? How do you get an appointment? I'd love to get some some thoughts from you on what you see working today, in kind of, in an 8020 fashion, if you will. Because you work with so many marketing agencies, what do you see working today and kind of those categories and feel free to to cherry pick any of them that stick out to you?
Matt McQuinn 13:06
Cool? Well, I'll stay a little bit general, I'm happy to niche down if there's a specific one that interests you. But in one of your other podcast episodes, where you're talking about targeting ads, clients, and hyper targeting them pretty much everything I remember, you walk, there might have been like the six steps or something, you basically said a whole bunch of shit, that was super unscalable. And I loved every minute of it. I was like, you know, that's why this guy is making money, because he's out here rolling up his sleeves, getting both his hands dirty and doing stuff no other agencies want to do. And that's why he's getting like, that's what we've been talking about this whole podcast, right? So I think like, I want to really hit your question home just reiterated to me.
Joe Troyer 13:41
Yeah, so like, you guys are handling kind of the data acquisition side data quality, lead quality, getting the right contact, getting the most contacts, so you guys are really dominating that side. And when when you talk with your clients that are doing well with outreach with those leads, like what what are some of the top tips or the top things that you see that they're doing with that data?
Matt McQuinn 14:05
Yeah, and some of you guys if you guys are listening to Joe's podcast for a while you're gonna hear hear things you've already heard, and that's a good sign. But it's really doing the dirty work of making sure you're hitting those ad 20s by going and being personalized and and above and beyond way like you know what they're doing with ads already or you know, what, what their pain point is, you saw them on this list or this conversation or this group or that they were part of this ad campaign that you know, tanked or whatever it is, like if you can hit those things that nobody else is looking for. Everybody's looking for the for the Merge Tags that they can fill in their cold email automation. Like that's what everybody's looking for. That's why nobody is really everybody's calling to like cold email is dead like it's not dead. It's dead because people are beating a dead horse over and over and over again expecting to get something new and lively out of it, but it doesn't work that way. So the clients that we have that come back with amazing reports to us are usually doing something soon. for innovative, like they're either combining it with a multi touch campaign, or they they've just really refined their process so much that they couldn't, they couldn't send a cold email to save their life if they went into the plumbing industry, but for stone stone production, oh, man, like they'd make a million dollars tomorrow. But they couldn't send that same cold email, save their life and plumbing, right. So it's really about figuring out what works in your own industry. And we can chat later, if you want about like a case study that we did for cold attics that really got us off the ground with cold email. And you know, it's all about finding what works in your space and to your people. Because if you don't know who you're talking to, you probably shouldn't be talking to them. So figure that out first.
Joe Troyer 15:38
Yeah, that's, that's really good. Like, if you don't know the audience, you don't know their pain points, you don't know their problems, then you have no business selling to them, right? You have no business doing a cold email campaign, because it's just going to bomb, right? And so, you know, when you get into marketplaces that aren't very sophisticated. It's very easy to get really good responses, just outreaching and saying, I understand your problem, your problems this, right, because you know, the market, and we've solved it, here's some proof, would it be worth five or 10 minutes to talk about how we might be able to help you solve it? Right? Like, I call that the expert sequence, right, like, and it's just that, and I've had people kill it with the expert sequence. But it's getting harder, right, because everybody's an expert, and everybody's reaching out with the same message. So Todd Brown calls that he calls it the market sophistication level. And I think that came from Eugene Schwartz back in the day, one of the godfathers of advertising. And it's like, Look, if, if everybody's talking about this one fat loss mechanism, and you go in, and you're the fourth person in the marketplace, talking about the same exact thing, what do you think your results are going to be like? Everybody's sophisticated, they understand that pitch, it's not new, it's not going to work. And if you go into, you know, roofing with the, the expert, expert template pitch, it's probably not going to work really well, because it's like you've said they they're getting the same emails with the same merge tags and the same, right. So you got to figure out how to stamp it out. Completely Great.
Matt McQuinn 17:12
Yeah, yeah. And I think the more that you hear these things, like if you're listening to this, and you're still trying to figure out how to make cold email profitable, and I think most people probably are, if they're being honest with themselves, like they might have got some results. But overall, it's not usually net positive for most people I talked to. And it's simply because they haven't committed the time. And it's like a Google ads campaign, a lot of people sign up in that first month, they're like, so where's my million bucks, it's like, you gotta set that expectation, right? It's like that first month is all about just finding every terrible keyword you can eliminate from the maximum, but you just gotta blow through a bunch of bad shit to get to the good stuff. And sometimes I like to use the analogy of like, you guys ever watched those gold rush gold mining shows, where it's literally a bunch of old people that are pissed off at each other. And all they do is throw dirt and sludge into a big pile. And then somehow, after like six months of almost going bust, they all get super rich, because they found a bunch of gold, amongst literally miles of nothing but garbage. And that's how you start out in cold email. If you're gonna get success, that's how it's gonna look. And then you move into saying, hey, look, we identified this little niche, this little spot, if we go back to, we know every scoop of dirt has gold in it, right. And that's what you need to look for. But first, you need to just roll up your sleeves, get dirty, and bomb it for a little while, and then you'll find the gold and you'll get better and refine it. But there's no shortcuts here. And it's all about hard work.
Joe Troyer 18:30
I love that. And I think that goes for like everything, right? Like in business, every marketing initiative, everything in business, every new business. You know, everything in life, like everything that you do that's new is gonna be hard, it's gonna be a mission, it's gonna take you a while to get through, then ultimately, you're gonna hit pay dirt, right? You're gonna figure it out, you're gonna be able to figure out this one little thing work, you're gonna be able to put some scale to it. And then you're gonna look back and you're gonna be like, oh, yeah, that was the easiest thing since sliced bread that took me no time. Right? And, and then you go get into the next thing. And you're like, yeah, why is this so hard? Then? You forget you forget that journey. Right? But yeah, man complete completely agree with you.
Matt McQuinn 19:07
Yeah, yeah, if you want, I'm happy to give a couple of the strategies that we've grown with the codecs that I've found to be kind of industry agnostic for other people to implement. Who would love to hear that? Yeah. So I think the first thing that really changed the way and I kind of tell everybody this, you know, I've sent either through myself or through a team of people over 3 million cold emails. So I've seen a whole lot of what doesn't work. And I've seen a little bit of what does work and 98% of those 3 million were garbage. And 2% taught me everything. And if I can take back the other three, point whatever million I probably wouldn't, because I wouldn't have the 2% that I have here. And that's that that's that journey we just talked about. But here's one of the things that really changed the game for me. And I can give you this script, or you can email Joe and he can get it to you or whatever. But the way it worked was this, I went on LinkedIn and I was like, Where are the conversations happening with people doing cold email that are having a struggle like people are struggling with cold email I know that so where are they? Like, where can I find these people? And so I found some thought leaders. And that's the first thing if you're if you're taking notes, if you've got your phone out, like jot this down, find thought leaders amongst your target audience. And some people ask, like, what's a thought leader? It's just somebody that's got expertise on what you solve as a problem, right? People that are already following you wish you were that guy. That's the guy you need to look for on LinkedIn for this to work. So I go and find somebody who's talking about cold email. And I found some conversations had like 100 and some comments of people engaging looking for a strategy looking for a leg up. And this girl had this great post great insight. And so we took that and I went and I emailed everybody that commented on and I said hey, guys saw you know Hey, Joe saw you commented on, on you know, Russell Brunson post about Click Funnels and the conversion hack that he 10x With Grant Cardone, whatever. Like, that's hyperfocus drug? Oh, yeah, I think I saw that, or something like that sounds kind of familiar. And so you can't help yourself, but open it and the subject line was just saw your comment on LinkedIn. That's all it was. So it kind of triggered this thing in your head where you're like, oh, man, I gotta see what this is at least right, just to get it out of your way, like, not lose sleep over it. And then in the context of the copy, all that I basically said was, we're obviously doing some of the same things. Here's what I'm doing to solve one of those problems. If it's of interest to you, here's some low hanging fruit, like, don't take it, run with it, let me know. And if if there's something there, maybe we can work together. And that blew up, we got 36% positive reply rates, over 80%, open rates, almost 90%. I checked it the other day, so stragglers still opening up months later. And that worked really well. So then I went and did it again and again. And they didn't work quite as well. But they work pretty good. I got like 15% positive responses 20%. And it kind of fluctuated. And that's what I always remind people is like, just because you get something really good in one spot doesn't mean when you go put your put your claw on the dirt, you're gonna pull up Golden Axe, but you you're better and closer to that scalable effect because of it. So that was the first one. And I know I kind of rushed through I saw pauses or anything you want me to clarify?
Joe Troyer 22:03
I love it. So like, ultimately, you found somebody that has the audience you want to target. Right? That was having a conversation about a topic, right? That that you have expertise in that your product solves, right. And ultimately, you know, you could make a dream 100 list of those people, right that are on LinkedIn doing that stuff all the time making those engaging posts, you keep an eye on them, you stalk them, and everybody that comments and engages with that right now you get the perfect outreach and go for that. Right. Yeah, right. So so so you come in on LinkedIn, right as the subject or something like that. Something that that makes them go? You know what, right? They gotta know more? It's a little questionable. It's mysterious. What do they mean by that? What, what, why are they emailing me? So you got a little intrigue there, which I think is really important in a subject line, for most subject lines, especially cold, which I think is a tip right there. And then it's like, you're leading with value, right? So you're like, getting them first to remember what they did, right? Like, why you're reaching out, and then you're leading with value, hey, I'm doing something similar. This has been working for me, here's a little tip. If you'd like to chat, let's do it. And so you're not just leading in with a pitch. So I'm not surprised you have the response rate that you that you do. That's that's a really good method.
Matt McQuinn 23:26
Yeah, yeah. And I think honestly, if I if I refined that more, I could probably get a better response rate when you think about the context of, of what cold outreach is, you're just trying to find somebody relevant to you and your experience that you can kind of jive with hit it off and hopefully do something together. Right? Like that's like the essence of relationship building in life. And it carries into cold outreach. So there's another one if you try and do this, you're like, Dude, this is not there's no comments. Nobody's commenting on this stuff. Like our niche is so dry and boring, like nobody cares about like refining, you know,
Joe Troyer 23:58
minerals, like he wants to learn about funeral homes. Yeah, exactly. That's not
Matt McQuinn 24:03
a hot topic. And that's a great example. But you know what there is if you can go out there, let's say let's take funeral homes for example. I'm sure people aren't flaunting how many dead people pass through their funeral home in front of all their followers on LinkedIn, but they are interested in growing that business. So where does that meet right? And so this is where people gather in groups and this is where the groups come into play. If you can find a relevant Facebook group or LinkedIn group, you can use other tools you can do this with with cold licks. What we did is we went and said hey, here's a group of people interested in our pain point interested in getting better at sales and cold cold outreach. Let's send a message to them that sounds something like this and I think we use the subject line which Turner cough thought in my head it was basically saw you in the you know, the LEM lists like Empire group or something like that. And then the message just says, Hey, saw we both engaged with something on the umpire, group, whatever it is. And then just went into the basically the exact same thing we did in the first email, which was like kind of a bit of a give and in low hanging fruit or something easy for them to say yes to and start that relationship building. And that that worked out really well, too. And sometimes you won't get that first one, like the first one is the 8020 and the 8020, where that's like the cream of the crop, Hey, man, you commented saying you literally raised your hand and said, I suck at this, and I need help, right? If you can call somebody on that they're hard pressed to say, No, you're wrong. But if they're in a group, then you at least know that, hey, they've identified raised their hand and said this much, I identify with all the problems, all these other people have, and I'm in this group, because I'm gonna get better, you don't join the group just to put your feet up and not do anything about it, like maybe some people do. But those aren't gonna be the people that reply to your email anyway, you're gonna get the go getters, the one that are interested in the marketing that are interested in getting that leg up, and you just have to present why you're that guy. So those are two examples I like to use, but there's all kinds of ways that you can reinvent, you know, social networks and things that exist already to produce for you.
Joe Troyer 26:02
The two campaigns that you talked about, I think are brilliant. And I think that they're brilliant, because both of them have a built in that built in intent and a reason why you're reaching out. I find that a lot of people when I look at their cold email, right? They're like, Joe, could you take a look at my cold email campaign is not working. And there's no reason why right? And there's no intent behind it. And they're just so watered down and like everybody else, like you're going after somebody that's basically raise their hand. Right? Like, it's going to be very, very hard for them to say, No, I'm not interested in that. Why the hell did you reach out to me math, like, Oh, I'm not interested in growing my agency.
Matt McQuinn 26:46
Exactly. And here's the thing, like, you can get shot down on campaigns like that, but you still know the truth. If you identify them there, you still know the reality of it. So even if you get shot down, you can throw your Hail, Hail Mary email, and send them like, hey, all good, man. Obviously, it's not a fit. Take this thing I found take this PDF we made whatever and hopefully it makes you a couple bucks. And if it does, maybe you can let me know. But like,
Joe Troyer 27:08
Oh, I'm so glad you brought that up. So one of the biggest tips with cold email is like, even when you get the nose or the snarky nose or the fucking news or like, you know, you always get the asshole comments, or you get the nose whenever you don't get anything but what you want to happen. always apologize like you just did be graceful about it. Right? And then over deliver like a motherfucker, right? And give them something of huge value for free and apologize. My bad, bro, let me make it up to you. Here's something that might help you. And those noes we get to turn into more yeses than original yeses that we got. Just because we didn't fucking give up.
Matt McQuinn 27:51
Right? Yeah. 100% 100%? And if, if you've studied mirroring or any of what's that? Do you know what I'm talking about? The guy who studied the negotiator FBI negotiator. Yeah. His name's slipping me right now. But he talks about the negotiator. Yes, yeah. And he talks about getting the know to actually start your negotiate as he says negotiations begin at No. So you actually want to go out and get to know first and then start your pitch is like because people feel safer. They feel like they're in control when they say no. So if you give them an environment to decline, then that puts them back above you. And that's where most people are quite frankly, comfortable. They want to be overtop you and feel like they've got the upper hand at all times. It's just a weird, humanistic thing. So if you can feed into that, then actually, you know, it carries into into many other sales environments, too. Like I used to sell furniture. It was my first sales job. And I remember the owner of the store told us he said, guys, if you have a problem, if you see an opportunity for a problem, he said, this is gonna sound funny, but like, you need to make it a thing. He's like, if you can solve that problem, that person statistically is way more likely to buy furniture here for the rest of their lives than any of our other customers. So I'm not telling you to make problems, but I'm telling you to go find them. He's, like, interesting, okay. But that's the reality of it is like people are looking for those relationships that also produce for them, you may be able to produce but if you're a total asshole, 90% of the population is just going to say to bad man, I don't have time for that kind of, you know, communication, even though you could make them a million dollars. So I think you got to, you know, don't forget to be human when you're doing cold outreach. So many of us are like, I got the list. I got the stats. I got the script, lets it go. It's like well, yeah, but why? Like, you got to have that. Why in the message?
Joe Troyer 29:32
For sure. Chris Voss is that guy's name? Chris Voss. Thank you. I couldn't sit here for the next however many minutes and have that running through my head. So I had to Chris Voss is the name and yeah, good book. I've heard him speak a couple of times to you know, the the noes lead to a lot of yeses if you aren't afraid to, to respond to them. I was just thinking one of one of my friends. He joins In every niche, he goes after he joins the associations, right? The reason he joins the associations is for outreach, like for a reason why, right? So when he reaches out cold, it's like, Hey, I just joined this association. We're both members of, and I insert problem, right? I noticed that everybody in the associations got this problem. And so I'm solving it for free for everybody in the association, let's jump on a call, kills it every time. Why? Because he's got a reason why, like, and he's got a good offer. And it's like, okay, yeah, sure. Like, he's one of us now. So he wants to help us. All right, I understand if it was just like, I'm cold, emailing everybody inside the association to offer them this. It wouldn't work. But like somehow, because they're equals now they're both in the association. It's like, you're like me, and you want to help me? Sure. No problem.
Matt McQuinn 30:50
Yeah, yeah. Don't sleep on that ability to buy report. It's really what it is. It sounds sounds narcissistic. But that's what you're doing. You're buying into if you buy in your local chamber of commerce, everybody else paid their $200 yearly fee to be there. So if you're emailing another small business owner, then you can immediately say, something common ground, if nothing more than the fee you paid in the place you live, you have common ground with that person. And so hopefully, you can get creative if you're an agency owner and think of something better than those two talking points. But I'll be damned if you pass up some of the lowest hanging fruit out there. So don't sleep on those opportunities to find your people conventions. trade shows, yes, they're expensive. And it doesn't mean you have to attend with a booth. But it does mean you should look at who's going and who's going to be there, and who's talking because those are all constantly refreshed environments of prospects.
Joe Troyer 31:43
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Transcribed by https://otter.ai