how many times have you been writing a cold email you go through your research process and you have no idea what you're actually going to personalize the email about a person's a ghost online you have no idea how to personalize this cold email happens all the time here's the thing though there's some obvious segmentation that has gone into you finding this individual the companies of a certain size companies at a certain point in their trajectory the persons at a certain point at their career let's be real most LinkedIn profiles are leased a resume at this
point what you can do though is you can take that segmentation and create soft variables to go and do outbound with so here's a framework that you can take and I promise you I've used it before and it works great what you do is you start off with that soft segment that looks like something like hey when I talk to sales leaders at growing software companies or maybe you get more specific when I'm talking to sales leaders working towards their series beat they tend to be dealing with and what I mean when I say they
tend to be dealing with or they tend to be struggling with is I'm getting into the second part of the framework and that is where you bring up the problem that you're seeing folks within that space dealing with what you're doing here is you're leaning on your understanding of the buyer to show them to quote Sam McKenna you're showing them that you know them right and so you bring in two problem statements ideally you can go with one if it's a very narrow use case so maybe I say they're struggling to see what's driving email
performance or they say reply rates have gone down and results seem stale the next piece of the framework is two problems and so you do those in like a bulleted list now bullet list I feel you it's not my favorite thing to do but what you get from using two problem statements you get a broader reach of your ability to hit on something that's going to resonate with them so if I'm writing a cold email what I might do is I might say something like for one bullet point reply rates are low and you can't
seem to improve them then for the second bullet point I'll say something like your team's inbox feels like a black box now what that does is it creates a broader category for you to potentially hit on something that is going to resonate with them now the next thing that you need to do since you didn't create a lot of credibility through personalization you're going to lean back on the customers the help you build and what that does is you're going to say something like we worked with the team at sendoso solve for these then you're
going to bring in two statements that explain exactly what you did to solve for those things and so you're going to hit on both problems right so we gave them visibility across the team's inboxes and we 4X their reply rate those two things are going to generate a lot of positive response now the last thing you say is you ask if those problems are things that they struggle with you'll say are those things that are a challenge right now and that's all you have to do so don't fret if you don't find anything to personalize
around because this is a good framework to do which is you start with that initial segmentation you basically are saying like I've seen people who look like you before then you bring in problems then you have credibility to speak to those problems you explain exactly what you did to solve those problems and then you ask if those problems are a challenge for them simple framework
