In this quickfire episode, Joe teaches the most effective cold outreach strategy for agencies, focusing on four critical ingredients that will generate high-quality prospects and increase your customer base.
Nailing Your Messaging
Developing a Great Offer
Picking a Niche
Leading in with Value
Joe Troyer 0:39
What's the best agency cold outreach strategy? Right, give it to me, you know, give it to me blank, give me Give it to me, you know, without the Bs, right? Tell me what it is. And for me, guys, at the end of the day, I'm really where this question was headed is like, what's the model? That's best? Is it like LinkedIn? Is it Facebook? Is it cold email? Like, what's, what's the method, so to speak, what's the medium, I guess, is really the better question. And folks, what I would suggest, like this person is trying to hit a Grand Slam right out of the gate and not have to go through a learning curve. Understand that that's like, that's not going to happen. Like, you're gonna have to iterate. Right? You're gonna have to play with your messaging. Okay, and the medium in terms of where you're doing it, again, whether it's cold email, whether it's Facebook, whether it's LinkedIn, whether it's something completely different, right? If I were you, I wouldn't focus on the medium. Okay. Instead, I would focus on the messaging, okay, I would focus on the messaging, okay, once we get the messaging down, we have a market that has a problem, we know how to solve the problem, right. And we know how to demonstrate that via messaging to a customer or to a prospect, then close them, medium is going to work as long as the the person's there, as long as that person is active, right? The person that you're trying to sell, whether it's a marketing director, or whether it's the business owner, right, as long as that person resides in email, whether that person resides in LinkedIn, whether that person actually goes on Facebook, right is really the only question at that stage. Right? Like, can I get their attention on this platform? Does that make sense? Like if you try to go prospect on LinkedIn, and I tell you LinkedIn, and you don't nail your messaging, right, you just start with the medium instead, you could go after a niche, right? That quite literally isn't on LinkedIn, and you're just wasting your damn time. Instead, let's focus on the messaging. Okay? Because if you nail your messaging, like this is the key to scale, right? Like, the king to scale is having an offer that really, really works and that you know, what to say how to say it, you can speak the language you can speak that person's like niches language, right? Is it an appointment? Is it a doctor? Is it a patient? Like, what do they call things? What are people? What are prospects worth to them? How long is their lead time? Like you got to get down that that that lingo? So you can have an educated conversation with a prospect without being green without being a newbie candidate? Right? So if I were you, I wouldn't focus again on the medium in terms of where am i doing it? Instead, I would focus on the messaging. Okay, so I would don't focus on the medium guy, Instead, focus on the messaging. Next, I would pick one niche, so that you can get really, really, really hyper focused on the messaging. Right? Because how do you prove your messaging, if you're changing up the niche from time to time to time, that would mean like, the offer is going to change? The words are going to change, you're going to have to be thinking on your feet about is this a dentist? Is this a Home Services client? Is this a roofing plant? Like what's the average customer? What's this? What's that, like, instead of just being able to listen to the frickin prospect? Okay, so next I think definitely pick one niche, right? And then like, folks, this is it. This is like, this is all that you have to do. Right in the next 30 days. And you could build in the next 30 days, you could build your your MVP, your minimum viable product.
And you can collect six figures and annual contracts, no problem, just focusing on this and throwing the rest of the ship out the fucking window. Like, don't build a website. Don't do this. Don't do that. Don't do everything else. Like this is the MVP. If you do nothing else in the next month, do this. This is what's gonna get you the furthest There's one final step that I would use when you start reaching out to prospects cold. Okay, and if you have like a warm traffic source like, you know, 10 dentists, and that's the next the niche that you want to go after, like, we'll hit all 10 of them up, right and focus on them first, right and just focus on the messaging, and win that before you go on further, right. But once you exhaust those warm resources, and you've got to go cold, right, like, when you're leading, or when you're prospecting, hold at the last kind of fourth trick, the last kind of big thing is to lead with value. Right? Like make them an offer that they can't refuse. And I'm not saying like, pitch them in an email on your first acquaintance. Like that's too much like you're trying to take, you know, your first date to bed when you just, you know, met him at the bar, and you didn't even buy him a drink, right? Like it just doesn't. That's not how things work. So make them an offer. Right, find something, find your perfect prospect, and then find something that's wrong, right? buying an issue, find an opportunity and offer to solve it for free. Like, hey, ABC dentists, you know, Dr. Mike, I saw that there's a big problem with your website, your web form isn't working. I quite literally want to fill it out, right to request to be a patient and it's not working. Can we jump on a quick 15 minute call and I'll fix it. Right? Like who's gonna tell you know, right, then while you're fixing it, you get the idea or you get the opportunity to start focusing on your messaging, and start asking questions. Hey, Dr. Mike, like what are the problems that you're having in your business right now? Right, like what's what marketing is working? Like, and just use that as an opportunity to pick their brain? Even if you don't have an offer yet? Don't worry about that. Just get on the phone and frickin learn like be a sponge, right? If you don't have an offer to go right away, that's fine. Just be like, Alright, Dr. Mike, is there anything that I can help you with right now after you get done solving the first problem there any other issues you could pick up that maybe I can help you with, like, just ask for the business, use it as a chance to get closer and to learn the niche. Okay, become a student, right? Become a student. So this is the four step strategy if I were you to really work on developing an offer, and to develop the the messaging for that offer, and to tie that to a niche guy. And then ultimately, when you start prospecting, you're gonna have to go out cold, and you're not going to be an expert in the niche yet. And when you do that, I think personally the best way when you're in that scenario, and you're prospecting cold is to lead with value.