- In this video, I'm gonna
go through a live example of how I would write my own cold emails if I was just getting started in sales. And you wanna make sure you
watch this video until the end, because I'm gonna give you some of my best cold email templates that you can copy and use right away and get inspiration from. I'm gonna show you step by step of how I would approach my prospects and by the end of the video, you're gonna get some
of my best strategies, to start sending cold emails and book more appointments
with your dream clients. (digital music) What's going on everybody? My name is Patrick Dang. Before we get started, make sure to give this
video a like, subscribe and turn on notifications and then let me know in the comments, what's your number one challenge when it comes to sending cold emails? 'Cause I read every comment and I'm happy to help you guys. So with that said, let's
go ahead and dive in. So like I said before, in this video, I'm gonna
go through a live example of how I would write my cold emails if I was starting as a
new sales development rep or a new account executive and it was my job to generate leads with enterprise customers, right? And for this example, I'm going to act as if
I am a new sales rep, working at a company called Frame.io. So as you can see here, Frame.io and for this video
we'll just call it Frame, they are a 200 person company and what they are is a
software for production, media, anybody who does any type
of editing on Adobe Premier or Final Cut Pro. It's basically a streamlined software people can use to collaborate, give feedback on each other when it comes to editing a
video or doing annotation, so, if you go on the website, you can edit videos on your
phone or give annotations. As you can see over here, you can leave comments
and things like that. And personally for me, I
actually just started using Frame for my editing process, so as you see these YouTube videos, I work with a editor, who
helps me edit my videos and we use Frame, for
me to give him feedback to make the videos better and to give him specific directions and then that's what the final product you see in this video now. So, and now when it comes
to selling to enterprise, you could sell Frame to individual people or individual teams like me and my editor, or you could sell to
large enterprise companies with hundreds or thousands of employees, for example, companies that use Frame is Vice, Ogivly, which is
the advertising agency, Netflix, Google, so obviously these are huge names. And when it comes to the pricing of how much this costs, right? So if you're gonna do by team, obviously enterprise is
always gonna be a custom deal, because you get special discounts depending on how many seats you get. But, let's say it's $25
per month per person, if you have a hundred people that you're selling it to for $25 a month, that's $30,000 a year. So, you can see that, as teams get bigger and some media companies literally have thousands
of content creators, so, these prices can go up in the tens of thousands or
even hundreds of thousands, depending on how big the company size is. So now that we have set the scene, if I was a sales development rep who just started my first
day working at Frame and my job is to generate leads, the first thing I would actually do, is I would figure out
the specific pain points to why people are buying
this software, right? Because if there's no pain and there's no reason for someone to buy, then there is no sale. So I would start my day, asking all the other sales rep, asking the product team, the customer success team, anybody in the organization that can give me some information and I would ask them, why is it that our
customers are buying Frame? And what specific pain point did these people have they want to solve and that's why they purchased Frame to solve that problem, right? And what you wanna do is you wanna go to your best customers and figure out why exactly
they purchased this product in the first place, you identify the pain, there's probably a reason for why someone bought, right? Because if you have your
best customers over here, let's say top 20 customers and they all bought for
one specific reason, well, all you gotta do is find customers who are similar to the top 20 and who probably experienced
the same pain point and you send to them a cold email, pitching them about that pain
and how you solve that pain and then the likelihood of them actually responding
to your cold email, is a lot higher because you're just duplicating, what has already worked. But if you are, let's say a new company, or you're a startup and you don't have that many customers yet or maybe you don't have any customers, you have to do your research to understand the market and to see the pain, that people are experiencing, whether it's reading it about it online and things like that and then writing a cold email, pitching that pain and showing
how you can solve that pain. It's the same process, whether
you have customers or not, but obviously if you have
customers is a lot easier. And I could tell you
being a customer myself, using Frame, for my YouTube videos, the main pain points that I experienced and why I got this software was because, if I didn't have the software and I was manually telling my editor, change this music, put this text here or edit this way, without using a software, it would literally take
me three times as long to go through the editing process. So just by just using the software and making it easier for us, we basically do the post-production when it comes to creating YouTube videos, three times as fast, right? And it's just me and
my editor, two people, but if you are large company, right? Let's say you are, lets
say 500 creative people working on a movie like "The Avengers" or something like that, right? You have people all over
the world working on this from special effects, to director, to the sound guy, all these different people, all around the world, trying to work on one project, going back and forth and the
logistics of communicating and telling where he should do edits, that's gonna be a nightmare, if you don't have a software. So obviously, that's the value benefit, it basically saves you time and if you're paying employees based on the time they
spend working on a project, well, more time saved, equals more money saved, more profits, so buying this software
can be a direct correlation to increasing profits for business. So now, if you're making more profits, well, buying the software
is essentially free, because it makes you money. And for me, that's what I personally think the benefit of Frame is, right? So now that we understand the pain points, we see how we can solve
that pain using a software. Next step, is to actually write the email and address all those
things I just talk about, put it in a concise email that
people can read, understand and book a meeting with you to learn more. Now when it comes to your cold emails, using the specific pain
point that you find, when you send out your first campaigns, there's no guarantee that the first campaign
is going to work, right? You can only take your
best educated guess, based on all the
information that you have, maybe it'll work and that's great and
you keep moving forward or maybe it doesn't work and
you have to adjust things, switch things out or
switch the pain point, change the messaging. You just have to find a way that resonates with your customers. And for the cold email
that I'm gonna write as a salesperson for Frame, we're gonna use my special pain formula that I love to talk about. And it's a very simple formula, anybody can use in any type of industry, whether you're selling
small, medium business to enterprise, right? It's very simple, all you really do is you're talking about
your relevant intro, the pain that the person experiences, how you solve that pain and you have a call to action, which is typically to book
a meeting on your calendar or have them give them your schedule and you book a time to actually talk. So, for the relevant intro, right? Again, this is me as a
sales development rep, trying to break into
the enterprise accounts, like getting into like a BuzzFeed, a Vice or a Google, right? And this is what I would write. So, let's say I'm writing to John who is the vice president
of post-production or something like that, right? So you can say something like, "Hey John, I'm a little lost, "I'm writing in hopes of
finding the appropriate person "who handles video production. "If it makes sense to talk, "feel free to schedule a time
to chat on the calendar here." So what I'm doing, is I'm using a special technique where I'm saying I'm a little lost, you don't always have it do this right and I would A/B test
whether this works or not. And I say, I'm a little lost. So what I'm doing in the
first first four words is I am asking for help, right? And the psychology is that, if when you're asking
help from another person, people are more likely to just listen to what you have to say and help you out, right? Because, if you saw someone
needing help on the street, you would probably help them out. So, it's same psychology in the email. And I'm pretty much getting
directly to the point, I'm saying, "Hey, I'm
writing in hopes of finding "the appropriate person who
handles video production." So that's like saying, hey, I'm a little lost, I'm trying to look for the person who handles video production, right? And so, I'm not pushing anything, I'm not selling anything, I'm saying, hey, I need some help, I'm looking for this person and they're thinking, okay, well, why are you
looking for this person? And then the next line I'm saying, I'm having a call to action, right? It's a soft call to action but I'm gonna do another one at the end. So I'm saying, if it makes sense to talk, feel free to schedule a time
to chat on my calendar here. So, if they feel like they're
the right person to talk to, they might click the link and then schedule a time
to talk on my calender. I can also say, if it makes sense to talk, let me know what your calendar looks like and they would give me a time. Personally, I like to just put the link so they can click it and then book a call 'cause that's like a lot
more common these days, but if you don't wanna use a link, you can just ask someone what
does your calendar look like? Now, moving to the next step,
which is the pain, right? So at this point they
probably don't book a meeting but they know that's what you want, so they have that mindset going in and then now they're gonna see what the next paragraph is all about. So that's where you
address the pain first, don't pitch your product or
service right off the bat, you've got to talk about
the pain before you pitch. So I could say, "As you
know, post-production "is one of the most time-consuming aspects "of creating high quality videos. "Most media companies
spend countless hours "coordinating projects
between internal employees, "external contractors and even
clients' approval process, "and obviously this means "less time for your brightest
creatives to do great work." So, based on the pains that I understand and being in creating videos myself, I understand this is a pain, right? When you're doing post-production after you film everything, it takes a long time to
put everything together, sync the sound, do the
music, do the color grading, do the editing, get approval,
all this stuff, right? And that process is just
exponentially longer when there's multiple parties involved, whether it's internal
employees, external contractors and the all things like that, right? So basically, I'm showing
that I understand this pain, I understand the industry and I know that this person's probably experiencing this pain if
they're not using a software. So at this point, what they're
thinking in their heads, if they're not using any software is, oh, I can totally relate to that because when we through post-production, it takes so long just to get a video out and it just takes so many hours, but let's just keep reading to
see what this guy has to say. And the whole point of the
pain process of writing this is really just to get them
to read everything, right? The goal of the emails to
get them to read to the end and do the call to action. So now, you're peaking their interest, you're showing you understand them and then, so what's the solution, right? Now, solution, here we go. Now my company Frame.io helps media companies like yours, create modern video
workflows that allow teams from across the planet to collaborate, annotate, comment and
approve projects at scale. Best of all, Frame.io integrates
directly with Premiere Pro, so your team can spend less time on admin and more time creating. Some of our clients include
Vice, Netflix and BuzzFeed. Okay, so what I'm doing here is, I'm not giving them a whole
spiel on exactly what we do and how we can help them and giving them the
specific bullet points, because when you give too
much information sometimes, people make a judgment on whether or not they should take a meeting with you or not based on the information and if you're giving too much, they might perceive your part
of your service the wrong way and decide, you know what? I don't really need this, but when you show that
you are solving a problem, but you're not really showing
exactly how you do it, that's perfect, because,
it intrigues curiosity, and the more curiosity that you can bring out into somebody, the more they will want to figure out how they can have a conversation with you. So, like before I said,
we talked about the pain. of how long it takes to do post-production and the solution, I just
give a one sentence summary of how we can make that process faster. I'm also saying that we directly integrate with Premiere Pro, so, if you know that let's say,
this certain media company, all their editors are using Premiere Pro, then you're speaking their language you understand what software they use and they'll be like, oh,
how did this guy know we use Premiere Pro? And you start to really build that rapport because there's a connection there. And the last part of these solution is I'm talking about my clients, right? so on the website of
Frame.io as you can see, some of the clients is Vice,
Netflix, Ogilvy, MasterClass, you got a lot of different... BuzzFeed, Google, right? A lot of different big client right here and they have case studies. So what we wanna do when
you have a bunch of clients, is you wanna pick three clients and you wanna include them into your email that relates most to the prospect, the person you're sending
email to, the most, right? So if you are sending cold emails to let's say like content website that produces a lot of content, a lot of like gossip
content and stuff like that, you would say like, hey,
some of our clients include Vice, BuzzFeed 'cause these are similar to the company that you wanna talk to. And the last part of the cold
email is a call to action. What exactly do you want
them to do in the end? And you wanna always make sure
that this is crystal clear. So my call to action is, so
if it makes sense to talk, go ahead and schedule the time
to talk on my calendar here, then, on the calendar
here, I would put the link and, but if not, who do
you recommend I talk to? So if they're not the right person, maybe they'll forward my
email to the right person, then that person can
schedule a meeting with me and that also works as well. You don't wanna use things like, let me know when you can get
coffee and things like that, 'cause it's too vague and
there's no reason for them to spend time with a stranger. But if you just say, hey,
if it makes sense talk, here's a link to my calendar
and boom click the link, schedule a meeting, done. So as you can see, this is
pretty much what it looks like when you put the whole email together, you always wanna make sure that you're spacing each paragraph, every sentence or every two sentences to make it more easy for the eyes to read 'cause a lot of times
people are reading it from their phones, so if you write long blocks of texts, people aren't gonna read that, right? And it's very simple intro,
pain, solution call to action and that's pretty much how
I would write my cold email, my first cold emails, when it comes to me, if I was a sales development rep trying to break into enterprise accounts. Now the next step of the cold email is, when you're sending out
that first cold email, it may work and you might
get meetings from off the bat or it may not work and maybe based on whatever you did, you're not getting any meetings and that's totally okay because the next step is
to refine the process. When it comes to sales, you have to just basically
keep trying different things until something resonates with the market until something actually works. So if we go back to the
email that I just wrote, so basically the email is broken up into four different parts. So assuming we are just
using the same subject line, all we really doing is we're
replacing each of these parts, so let's say, we write A/B test it, right? So we might send 50
emails with this template other 50 emails with this template, and then what we might do is we might just change the intro, maybe the intro is not good and
people don't like the intro, so they don't respond or maybe, the solution of how we pitch our part of
the service is not good either. So maybe we'll have one
emails with solution A and then one email with solution B and then it's just like a slight variation of how we would solve a problem. So essentially, what you wanna do is you just wanna A/B
test these different parts to see which one works the most, and then when you keep AB testing you see what works and what doesn't work, eventually the response rate
of your email gets higher and higher and higher and higher. But if you don't test, it's hard to really understand
why it's not working, so that's why you wanna
break down your emails into these type of sections, right? And then you don't test
one piece at a time, until you see some significant
difference in results and then you'll be like, okay, so that's what people wanna see, and then from there, you just move on. Also, if your email templates
do work right off the bat and you're getting phone meetings, on the phone call you wanna
ask your prospect like, hey, just curious, what
got you on this call, why did you wanna talk to me? And they're very candid
and they will tell you, Oh, you know, I read your email, seemed really interesting, we have this problem, blah, blah, blah, and when you hear the word
problem or pain or challenge, then you're like, okay, that's why I need to put in my emails for your next campaign
to incorporate the pains that people talked about on the phone and then your response
rate will get higher and that's pretty much the process as you improve as you continue on. And so with that said, that is pretty much how I
would write my cold emails. If you enjoyed this video,
make sure to give it a like, subscribe, turn on notifications and let me know in the comments, what was your number one
takeaway in this video? And if you wanna check
out more lead generation and cold email videos, check out my other videos. And so with that said,
my name is Patrick Dang hope you guys enjoy this one and I will see you guys in the next one.
