Mastering Cold Outreach Part 3: Create messaging and cold outreach copy

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This is the 3rd part in our Cold Outreach Series. Lets talk about creating your company's messaging and using a copywriting framework for cold email outreach.

In this Wolfcast Article you will learn about:

1. Introduction to Cold Outreach Frameworks

2. Personalization Techniques in Cold Emails

3. PASTOR Framework for Effective Messaging

4. Leveraging Storytelling with StoryBrand

5. Call to Action (CTA) Strategies and Crafting Subject Lines

and more…

Our goal of running cold outreach email campaigns is to connect with potential clients in a way that feels personal and engaging, rather than cold and impersonal.

I like to start with a simple framework to frame my company’s story and the action I want a new prospect to take if they have the problem I solve in my business. One useful frameworks is defined by the acronym PASTOR.

Another is Donald Miller's StoryBrand.

In the end we want to get good at crafting compelling messaging that resonates with our audience, using personalization, simplicity, and strategic CTAs to enhance outreach efforts.

Personalization: The Key to Opening Doors

The first line of your cold email is your foot in the door. It's crucial to make it personalized, referencing the recipient's name and company. This approach immediately grabs their attention, making them feel like the message was crafted specifically for them.

For example, starting your email with "Hi [Name], I noticed that [Company] has been implementing innovative strategies in [Area], and I was impressed by..." instantly creates a connection.

Many people are creating event based triggers in their personalization. I think you have to be very careful with this. It can be ok to say to someone “Notice we both follow “XYZ influencer” if it’s relative to your offer for example. It can be relevant to recognize someone someone has a new job or their company was recently funded, founded.

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These can also be a little creepy. Try to put yourself in the other person’s shoes and see if it was truly natural for you to know about the thing you are mentioning is an event in their career or life.

Another type of personalization is where copywriters point out a “problem” they assume the recipient of their cold email has. How certain are you they have this? If you say “I know you have ABC Problem…” and… they DON’T… you have just burned yourself. This can come across as down right presumptuous.

Another way to word or broad this is … indicate that "others with their title or in their industry, role "have ABC Problem. If you have this problem and I can solve it are you interested.”

Long of the short of it, be careful in your personalization.

• keep it basic

• if you go into details make sure the personalization is not over the top

• don’t paint yourself into a word corner by WRONGLY assuming something

Try the PASTOR Framework

P.A.S.T.O.R. is a powerful framework that can guide your messaging and copywriting for cold email outreach. Here's how it breaks down:

- Problem: Start by identifying a problem your potential client is facing.

- Amplify: Highlight the consequences of not solving the problem.

- Solution: Introduce your product or service as the solution.

- Transformation: Describe the positive transformation your solution brings.

- Offer: Make a clear, compelling offer.

- Response: Encourage a specific response.

Building Your Campaigns Around Your StoryBrand

Donald Miller's StoryBrand concept emphasizes the importance of storytelling in marketing. Position your potential client as the hero of the story, with your company acting as the guide that helps them overcome their challenges. This narrative approach makes your message more relatable and engaging. You can learn more about this here. 

Simple Question Formulas

Using simple question formulas in your emails can be highly effective. For instance, "If I could show you a way to [achieve specific benefit], would you be interested?" This approach is direct and prompts the recipient to consider the benefits of your offer.

Reference to Case Studies

Follow-up emails should provide references to case studies, showcasing your success with other clients.

For example, "I helped [Customer Name] achieve [Result] by implementing [Solution]. I believe [Company] could see similar results."

This not only provides proof of your capabilities but also demonstrates how your solution can be applied to their situation.

The Study by GONG on CTAs

Your email needs a Call To Action (CTA). In the PASTOR framework for example, this is ask in the the “Offer and Response”. What type of “ask” should your emails have?

• demo?

• a discovery call?

• attend an event in real life or online?

• buy my thing now

Sales Acceleration platform GONG did a study on cold email CTAs highlights three types of Calls: specific, open-ended, and interest-based.

A Specific CTA directly prompts the recipient to take a defined action, such as booking a meeting.

An Open-Ended CTA offers a choice in how to respond, fostering engagement.

An Interest-Based CTA focuses on the recipient's interest, asking if they would like to learn more about a topic.

The strategy of selling the conversation rather than the meeting represents a transformative shift in prospecting by focusing on sparking curiosity rather than requesting a scarce commodity: time.

Decision makers, perceiving time as finite and valuable, are hesitant to allocate it to unknown entities, with loss aversion often deterring them from accepting meetings.

Unlike time, interest is boundless and not viewed as a resource drain, making prospects more open to engagement.

Success hinges on captivating interest first, which can then pave the way to scheduling a meeting, although this approach comes with its nuances that require careful consideration.

You should stop using the Interest CTA the moment you enter the sales cycle. Once you’re there, the Interest CTA isn’t as effective as you’d think.

Crafting Subject Lines

Subject lines in cold emails should be personalized and designed to pique curiosity. Here are 10 examples of subject line formulas that can help:

1. "[Name], quick question for you"

2. "Wondering about [Company]'s strategy on [Topic]?"

3. "Can [Company] benefit from [Solution]?"

4. "How [Company] can achieve [Result]"

5. "[Name], saw your work on [Project]"

6. "Boost [Company]'s [Area] with this insight"

7. "Avoiding [Common Problem] at [Company]?"

8. "[Name], your thoughts on [Trend]?"

9. "Exclusive offer for [Company]"

10. "Solving [Company]'s [Issue] with [Solution]"

Conversational Style

Both your emails and this article emphasize the importance of a conversational style. This approach makes your message more relatable and engaging, avoiding the stiffness of formal marketing speak. Speak to your recipients as if you're having a one-on-one conversation, which helps build rapport and trust.

Crafting your company's messaging and copywriting framework for cold email outreach involves a mix of personalization, strategic frameworks like PASTOR and StoryBrand, simple yet compelling question formulas, evidence-backed case studies, and understanding the effectiveness of different CTAs.

By following these guidelines and maintaining a conversational tone, you can significantly increase the effectiveness of your cold email outreach efforts, turning cold leads into warm prospects and, eventually, into satisfied customers.

Remember, the goal is to create a connection, solve a problem, and offer a transformation that speaks directly to the recipient's needs and aspirations.

What now?

Figuring out what copy will work is an iterative process.

Start with a hypothesis.

Test your subject lines and copy against samples of data that look like your Ideal Client.

Write out sequences using and try to use the Story Brand or PASTOR formula (there are other frameworks but these are useful).

Here’s an "Action Exercise" that will guide you through the process:

Step 1: Define Your Story. Use something like PASTOR or the StoryBrand Framework

1. Identify the Hero: Your customer is the hero, not your brand. Describe your ideal customer, including their desires, challenges, and what success looks like to them.

2. Outline the Problem: Clearly articulate the problem your hero is facing. This should include external, internal, and philosophical aspects of the problem.

3. Position Your Brand as the Guide: Explain how your brand will serve as the guide. What expertise, authority, or empathy does your brand offer?

4. Present the Plan: Detail the plan your customers need to follow to achieve success. Break it down into simple, actionable steps.

5. Call to Action: Define clear calls to action (CTAs) that prompt your hero to take the first step. Make it easy and compelling for them to act.

6. Highlight the Stakes: Describe what success looks like and the potential pitfalls of inaction. This should motivate your hero to engage with your brand.

Step 2: Craft Your First Copy Sequence

1. Introduction Email: Using the StoryBrand framework, write an introductory email. Begin with empathy for the hero's problem and introduce your brand as the guide.

2. Value Proposition Email: Focus on the unique value your solution offers. How does it specifically address the hero's problem?

3. Evidence Email: Share a case study or testimonial that demonstrates how you've helped others. Be specific about the problem, solution, and outcome.

4. Solution Email: Delve deeper into how your product or service works. Use simple language to explain the process and benefits.

5. CTA Email: End your sequence with a strong call to action. Invite your hero to take a specific, easy step towards solving their problem.

Step 3: Develop Subject Lines Using Formulas

1. The Curiosity Spark: "[Name], have you seen this solution to [Problem]?"

2. Personal Touch: "A message for [Name] about overcoming [Problem]"

3. Urgency Factor: "Act now to solve [Problem], [Name]"

4. Success Story: "How [Customer Name] defeated [Problem]"

5. Question Lead: "[Name], struggling with [Problem]?"

6. Value Highlight: "Unlock [Benefit] for [Company/Name] today"

7. Exclusive Offer: "An exclusive solution for [Problem], just for [Name/Company]"

8. Challenge Question: "Can [Company/Name] afford to ignore [Problem]?"

9. Direct Offer: "Get [Solution/Benefit] today, [Name]"

10. Empathy Statement: "We understand your [Problem], [Name]"

Action Items:

- Take a day to complete each step, allowing time for reflection and revision.

- After crafting your StoryBrand framework, copy sequence, and subject lines, test them with a segment of your audience.

- Collect feedback, analyze open rates, and tweak your approach based on the data collected.

And again, remember, this exercise is designed to be iterative.

As you learn more about what resonates with your audience, continue to refine your messaging and strategies. Remember, the goal is to make your customer the hero of the story, with your brand guiding them towards success.