In 2021, I have managed to reach and maintain a 38% reply rate with my cold outreach. I have built a system to help me structure my prospecting routine and a key part of it is the copy I use in my touchpoints.

Here’s a framework I use all the time for asynchronous touchpoints.

Trigger

I start by finding a relevant piece of information about my prospect. It’s called a trigger and it helps prospects answer the question: “Did this person do some research about my problems?”

Here’s a list of my top 3 triggers:

• Like/comment on a post
• LinkedIn Event attendance
• Profile view

When I have found a relevant trigger, I reference it as the reason for my outreach.

For example: “Hey Mary, noticed you also liked Heather’s post about boring hybrid events.”

Question

Now that I have the attention of my prospects, I want to get them to reflect on a potential problem they have.

A good way to do that is to use an “away” question. It’s a question focused on the negative outcome of a situation.

It starts with snippets like: “How are you preventing/avoiding”, “What are you doing to avoid/prevent”.

For example: “How are you avoiding boring people to death with boring hybrid events?”

Teaser

If my prospects face the problem I mention, they will be interested in reading further.

That’s when I try to enable the Netflix effect.

Ever wondered why you keep binge-watching series on Netflix? It’s because they finish episodes with a cliffhanger. They create a tense situation and cut the episode right before the tension is dissipated.

You want to use the same tactic to get people curious to know more.

Call-To-Action

Finally, I propose a simple CTA to satisfy my prospects’ curiosity.

Note that I’m not asking complicated questions or proposing to meet. I’m not dropping a calendar link either.

I just asked a close-ended question.

For example: “Interested?”

Here’s an alternative example:

I’m a huge fan of video prospecting.

And recently, I discovered a great video prospecting tool called Tolstoy. I started playing with it a few weeks ago, and it has changed the way I prospect.

I have added this video into my prospecting sequence, and I’ll show you how you can build a similar video for your own use cases.

Step 1: Planning

Prospecting is about starting conversations with prospects. One good way to do that is to lead with problems.

You should start by listing 3 problems your customers are facing that you can help with. For example, most sales leaders I work with have one or all of these problems:

• Their reps are using LinkedIn for prospecting, but getting no replies
• They have tried video prospecting, but getting no replies
• Their reps are booking meetings, but without consistency

In my case, I’ll have to shoot a video per problem (3 videos) + 1 video to introduce the problem.

Duration: 5 minutes

Step 2: Shooting the problem videos

Now that we know our problems, we need to share ideas on how our prospects can solve them.

I love to use the following framework:

1. Reason for the problem: Explain why the problem happens (shows you understand what your prospects are going through)
2. 3 things to solve the problem: Suggest 3 options to make a dent in the problem (should not be to buy your stuff, but some high-level ideas)
3. 3 CTAs: Ideally a short resource to download, a webinar replay/long blog post, and a link to your calendar

Step 3: Shooting the introduction video

Now we need to introduce the 3 problem videos and give a choice to our prospects.

I use this framework:

1. Familiarity statement: A statement to show that other people like my prospects are solving problems with me (“A lot of sales leaders I work with are having one of these 3 problems”)
2. Problem presentation: The list of problems found in step 2
3. CTA: One simple call-to-action per problem

Duration: 5 minutes

Step 4: Creating the video path

Finally, we can link the introduction video with our problem videos and add the right links to each call-to-action.

I like to add a fallback CTA with my calendar link into each video. This reduces friction if my prospect is amazed but wants to address a problem I didn’t list.

Here’s how my video path looks like:

Hi there,

This morning I released the New Outreach System.

It’s a 15+ videos online course that take you through the exact system I use each day, week, and month to generate opportunities on LinkedIn.

Here’s what you’ll learn:

• How to define your Ideal Customer Profile

• How to list problems your ICPs are trying to solve

• What types of triggers can be found and used on LinkedIn

• The 3 main sources of prospects on LinkedIn

• How to use these sources to add relevance to your outreach

• How to build the skeleton of your sequence

• How to cadence your touchpoints

• 3 high-impact messaging frameworks for asynchronous prospecting

• How many prospects to contact daily to reach your sales target

• How to build your prospecting routine

• How prospecting daily creates compounding results

Nothing will be hidden, nothing held back.

Just pulling back the curtain and letting you have it so you can build your own prospecting routine and surpass your targets.

So you have an actual system to thrive on LinkedIn.

It went live today and for the next 24 hours, the course will be €59 instead of €79. Just use the code “24hoursoff” on signup.

Hope to see you inside!

Cheers,

Thibaut