These cold email templates booked 1,500+ meetings (copy them) – Transcript

00:00So I've sent 10 million cold emails as part of growing my Legion agency from zero to 7 million per year. And in that timeframe, we served over 300 plus B2B clients across dozens of industries. So when it comes to cold emailing, the key to making this work is to tailor your approach to individual companies and people, meaning making your cold emails unique. That said, there are some templates and frameworks that we've been using over and over and have consistently delivered results for

00:27ourselves and clients. So today, I'm going to share my favorite frameworks with some actual examples that you can reproduce today. So the first framework is the why are you paying framework? This is based on this guy Louis XI Bing. And like the way it goes is that you actually set the stage by describing a typical situation, and then you describe an obvious choice that you would make given several options, and then you compare it to a choice that a prospect is making that's relevant to what they are doing at the moment. Let's just like

00:54read the framework. It's going to be easier to understand. But like the way it goes something along the lines of you should I get Coke? Three options: $0, $1, or $1.50 for a can. What would you choose? Zero, right? And then it goes, then why are you paying Stripe 1.5% in international processing fees when you could be paying nothing. What I like about this framework is that it's actually pretty easy to reproduce if you have a competitor that

01:21has a feature that is paid but that you have for free. And the way to reproduce this is to use a tool like BuiltWith or like which by the way are both available within Cold Lake your marketplace with one subscription, and then identify the technologies that some of these companies are using. And then if they happen to be using a technology from a specific competitor of yours that is making this free feature paid, then

01:49you can actually reproduce the framework where you just give a few options, and then you actually let them know that they could be using your product for this specific functionality for free. The second template is this AI-generated IDs template. It works pretty well for agency. I think it was like invented by Eric Nowoslawski and then it's been like taken by a lot of people in the cold emailing world. But the way it goes is that you actually introduce the

02:17conversation with some sort of trigger based on whatever a company did. So here you can see, "Hey Nathan, appreciate you engaging with our content at Cold Like You." And then you have AI analyze what your prospect does. Like you remind AI what's the value proposition for what you do. And you let AI come with some with three IDs which are personalized to the prospect and that are like relevant to your value proposition. So

02:43here in this instance, we were selling cold email services with this template. And so here when you read what you can see is that it goes, "Hey Nathan, appreciate you engaging with our content at Cold Like You. Our AI analyzed Skello and came up with three potential ideas that you could implement." Then it goes, "One, target European hospitality firms using When I Work, Deputy or Deputy via Bench Tree." So like most likely these are several case studies and some information that was found on

03:10these websites. And then like you have like another couple of personalized IDs. And then like it ends up with some "Now imagine doing it at scale and sending prospects three killer IDs on how they could use Skello in your business."

03:24So here essentially like >> >> you can be using the same logic depending on if it's like cold email, ads, content, whatever that is. The whole idea is if you sell some kind of services, you have AI come up with some relevant ad angle if you had an ad agency, with some content angle if it were a content agency, or with some like outbound angle if it's like cold email services. And then it's going to be like

03:51thousands of cold emails sent where each recipient feels like they've received three IDs and pretty often like the IDs are actually good enough to the point that people are like, "Oh, finally someone who gets it, right?" So, anyways like it's a pretty nice one.

04:07Kudos to Eric Nowosielski for coming up with that one. I think it works across lots of industries. Then, next up is like a lead magnet sort of campaign. So, here when it comes to lead magnets, you have content-based magnets and a work-based lead magnets. So, the idea on this one is if you have a nice resource that's relevant to a specific persona, to just be like sending this relevant resource, right? So, if we read the email, what we see is it goes, "Hey

04:34Jason, we compiled sheet on how folks like" and then like you would be inputting companies are getting their A's self-sourcing more than 30% of their own pipeline. Can I send it over to you?" It goes like with the personalization. So, it goes, "This was relevant because I saw so, um, said action. So, essentially like it's using an intent signal to justify the existence of the email, but the whole idea of what you want to achieve here

05:00essentially is you just want to be thinking about what's like a great resource that would be genuinely valuable for a recipient and then I would just be like sending this to all kind of recipients. So, if I were targeting VPs of sales, I would be thinking, "Okay, VPs of sales, they want to generate more pipeline and most likely they want to generate more pipeline with a smaller team." And so, it'd be like, "Hey Mr. Head of Sales, we compiled a cold email resource

05:28that explains how you can double your pipeline with half of the team using like the latest AI platforms. Can I send it over to you?" So, this can be very very relevant because of huge cases and persona. And so, the key here is really the resource by itself. If you If you have a great lead magnet >> >> and you're throwing it for free, then it really make it extremely valuable to your recipients. That being said, I think there is something that's

05:53even better than like this content based lead magnets, and these are work based lead magnets. And so, one thing I like to do when it comes to running cold email campaigns is I'm already imagining that I've signed the client already. All right, so I'm thinking say I sell cold email services, I'm picturing what's the first thing I would do if they actually hired me. Then I'm thinking, okay, like is it actually

06:20that difficult to do? And so, to give you an example, a campaign that I run was targeting recruitment agencies. And what I thought was, okay, imagine I was signing a recruitment agency as a client, what's the first thing I would do?

06:36And so, the first thing I would do would be to lead to build a list of HR directors within companies that are hiring a lot and that don't seem to have a lot of recruiters internally. And so, I thought, actually, how complicated would it be to actually build this list?

06:53And I figured it wouldn't be that complicated. So, what I did is I built a list, and then I suggested to these recruitment agencies that they could have it if they wanted it for free. And so, like the email goes something along the lines of, "Hey first name, I built a list of 1,000 HR directors at company hiring for 10 roles or more. Since you're hiring so much and they don't seem to have any internal recruiter, I assume they might need some help. Should I send you the list?" You know, it's like it's as simple as this. This

07:20campaign exploded because if you actually build this list, it's like think about it, like you're actually building a list of perfect clients for like these recruitment agencies, and then like we had like so many replies we actually didn't know what to do with these. All of my favorite framework is to actually prove that your product works within your messaging. So, I think this is especially relevant for data companies if you run any kind of outbound and you

07:47can actually like leverage this data to further personalize your outreach. But, to give you an example from one of the best outbound emails I received was from Full Enrich. So, Full Enrich they sell phone data. They're a phone data company. >> >> And so, like the way that they proved that their product worked to me was by inputting my phone number in the subject line. So, it went something on the lines of is this you?

08:11Then, it was my phone number and then like the copy was something on the lines of "Hey Michelle, I saw you provide outbound prospecting for B2B companies." So, like this is how they sort of figured that I might need phone mobile phone enrichment. And then they go, "Full Enrich finds mobile numbers and emails for sales operation manager contacts exactly like we found yours." So, obviously like I know they found mine because it's in the topic line. And then, one thing I love that they did is they said, "If I give you 500 credits, would you give it a

08:39shot?" So, they didn't even ask for a meeting. They just like straight away provided the value. I've actually like made recorded a cold calling masterclass a cold calling for cold email masterclass where I explain exactly how you can reproduce this exact campaign to generate meetings and I can tell you like this works extremely well. So, I think it's going to be shown somewhere here. Now, the next template is like the similar companies challenges. The whole idea of targeting

09:07similar companies to companies you have helped is always a winner, right? Because think about it. You got a result for a company and now like you find companies that are very similar to this company. If you go to the similar companies and you say, "Hey, you know, we achieved X result for company A.

09:25Since they share the similarities to you, we figured like you might get results as well if you were to do like the same things." Like it's actually like a very believable pitch, right? So, usually like I'm building what we call look-alike list or like similar companies list is a great way to build very targeted list. You can actually easily do so by the call like you MCP as well by a few providers like PredictLeads as an example. And so here, it's the

09:53same sort of idea. So like let's read the template. It go, "Hey Patrick, we are working with a lot of security officers at banks >> >> who face losses of 9K per hour due to ransomware and had phishing victims every given seconds. We have a global team of experts available 24/7 to respond to and contain cyber incidents and can react in hours, not days. When is the last time you tested your plan?"

10:16So here, as you may see, it's like they got they were targeting banks specifically. And actually they were targeting security officers. So what they figured is that since their product was very helpful for some like security officers within banks, they just figured, "You know what? Let's find all security officers in as many banks as possible and then like send them the same framework.

10:40Now next up, the champion play. So this is also one I like. So the whole idea about the champion play is that you're actually reaching out to people that you already sold your product to but that switched companies. And so the logic is to say, if they bought your product at the previous company and they enjoy using your product, then like there's a high likelihood that they might be >> >> enjoying your product at their new company if they could use it here.

11:06Template from Brian Brian Lamana reads, "Hi first name, I saw that you recently changed company from a Gong customer and then like it's actually like name drops the company for extra personalization. So congrats on your on your new role as title.

11:20Given that you're no stranger to So like this would be like their company. I'll spare you the pitch as I'm sure you're going to agree company can help with one, two, three. Is it worth a chat? So here actually the template matters less than the targeting play in the run itself.

11:36It's actually like fairly easy to do. So, if you use like a chat-based AI agent, so just the Colleague AI agent, you can essentially like give it like a list of all your existing clients and then you can just prompt it something on the lines of, "Hey, can you look at all buyer or all previous buyer that switched company within the last 3 months and can you find me their new contact information?" And then you can almost copy paste this template and this