Andy Stein

Stop spamming Facebook groups with your offers

I've secured meetings with American Airlines, Marriot Hotels, and Buffalo Wild Wings using these 4 simple rules

Rule #1: Make it personal — Cold emailing can have a much higher chance of success than other marketing channels like pay-per-click or direct mail, if you make it personal. The people you’re contacting have already expressed a need by posting on a job board, so it’s worth the time to personalize it. Robert Williams summed up the importance of personalizing cold emails perfectly on a recent Agency Advantage Podcast:
“If prospecting is a numbers game, then that is number one.”

The best way to personalize your cold email is to find THE decision-maker and write to them directly. This is no time for the impersonal “Dear Sir/Madam” or (cringe) “To Whom It May Concern."

Rule #2: Make the subject line stand out — You’ve got less than a second to capture your prospect’s attention, so it’s critical that your subject line immediately proves two things: 1) that you’re not spam; and 2) you know about them and their business. Remember, if someone is putting up a job listing, they’re getting a TON of emails. You can show you’ve done your research (and stand out against the 99% of really crappy emails) by simply referencing the project in the subject line.


Rule #3: Keep it short (but not too short) — It takes more than one sentence to connect with someone, but at the same time, nobody wants to read an encyclopedia. Keep it under 200 words and use those words to show your understanding of them, their projects and their needs. Don’t just talk about yourself—give them enough detail to get your point across. As Williams says, “Don’t give them more work by keeping it too short.”


Rule #4: Make the next step clear — The client is (hopefully) hiring you to solve their problems— they don’t want to figure it out on their own. Make it easy by offering a short and simple next step. Don’t water this down, either: “Just let me know what you need” is way easier to ignore than “Let’s set up a quick video chat — maybe Thursday or Friday?”

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Having all of this extra time at home has given a lot of people the chance to start that business they've always wanted to, or to grow their side hustle into something that can replace their full time job. If this is you, or you want it to be you, I'm here to help!

Whether you're looking for help with a one-time project or are in need of ongoing support, send me a message and we'll see how we can work together.

Underrated Copywriting Tip:

Find a picture of your ideal customer.

Put it where you can see it every time you write copy.

Then write as if you were talking to this ONE person.

Watch your conversion rate skyrocket.

Running ads is like fishing.

Your campaign is the fisherman.
Your target market is the fish.
Your ad set is the lake where your market is found.
Your ad/angle/hook is the bait.
Your budget is how big your bait is.

Get these right and you'll be getting results in no time.

Test that ad you've been wanting to test.

Even if you don't think it will work.

Because it doesn't really matter what YOU think.

What matters is what your market thinks.

Remember:

You're not making an ad for yourself. You're making it for your target audience.