“The Email Sequence That Alex Berman Uses to Book Sales Calls With Billion Dollar Brands” (Inbound Success Ep. one hundred and five)

Posted On Sep 25, 2019 By admin With Comments Off

How does Alex Berman commonly get marketings appointments and acre deals with billion dollar labels?

Adam Sand headshot Alex Berman

Alex Berman

This week on The Inbound Success Podcast, Experiment2 7 Chairman Alex Berman attracts back the curtain on the email policy he uses to close deals with Fortune 500 corporations. From identifying your target audience, to developing an offer and writing cold emails, Alex goes into detail on his expedition plan and shares how both he and his patrons have used it to winning business.

Highlights from my communication with Alex include 😛 TAGEND

If you want to get in front of large-scale labels, Alex recommends that you start by identifying industries where you’ve had strong concert or a great track record.

Then develop a “no brainer offer” for other organizations in that industry.

Alex says that enterprise level fellowships want to see that you’ve done work with other firms of their size and in their manufacture. If you can nail those two things, then cracking into big companies becomes much easier.

If you don’t have a relevant track record, he shows travelling after a smaller company in that industry and then gradually operating your path up in company size.

Once you have identified the industry you are targeting and you have your no brainer offer, the next step is to build a landing page for it. Alex recommends originating four different alterations of the landing sheet and tests to see which acts best.

When it comes time to email the target audience, use a short subject line. Alex says “Quick question” acts best for him.

The first sentence of the email is then a habit commendation aimed at the recipient( the emails are one-to-one ). Alex has found that adding this in causes 10 X the responses.

That is then followed by a one decision case study highlighting work you’ve done for a similar firm in the same industry, and a move to meet with the recipient.

Start by testing different theme strands with small-minded audiences of 50 to 100 people to see which ones work best. The point is to get a subject line that has only one open frequency of 80% or greater.

Alex generally strains for a 4% session notebook rate( so, four sees or every 100 emails moved ).

Alex likes to test different times for transporting emails, but has found in general that Tuesday, Wednesday or Thursday at 10 am works best.

The strategy that Alex utilizes works best for companies that sell a concoction or services evaluated at $ 1,000 or more. Below that, Alex says that a company is better off apply Facebook ads.

The biggest missteps that companies do when implementing this strategy are outsourcing it , not customizing the emails accurately, and giving up too soon. It can take several tries at testing to land on a really powerful subject line and volunteer, and very best purveyors are the ones that stick with it.

Resources from this episode 😛 TAGEND

Visit the Experiment2 7 website

Subscribe to Alex Berman’s YouTube channel

Check out Alex’s Email 10 k trend

Listen to the podcast to get the details on Alex’s email campaign blueprint and learn how to use it to close deals with your target prospects.

Transcript

Kathleen Booth( Host ): Welcome back to the Inbound Success Podcast.

I’m your multitude Kathleen Booth, and today my client is Alex Berman who is the chairman of Experiment2 7. Welcome, Alex.Alex Berman( Guest ): Thanks for having me, Kathleen.

Alex Berman and Kathleen Booth Alex and Kathleen recording this occurrence together.

Kathleen: Yeah you know, I was plotted to read your background and your profile. It talks about how you facilitate patients get rallies with billion dollar firebrands. So like, land the large-hearted whales, if you will, and I’m really excited to talk to you about that, but before we dig into it, will you only dedicate my listeners a little bit of background on whom you, what you do, and what Experiment2 7 is?

About Alex Berman and Experiment2 7

Alex: Sure. So Experiment2 7 is part of a bigger holding company that I lead. X27 does “done for you” lead generation. So we help companies match with billion dollar firebrands, but then we also have Email 10 K which is of course where people it for it, or they can do it themselves following the course, and there’s also consulting for advanced financiers, but we just kind of help them with result generation.

So basically, if it has something to do with lead generation in the business to business space, that is my specialty. We’ve been doing this for almost a decade now, and likewise I guide a YouTube channel where we have I think over 28,000 subs, and all we do is post about free business to business auctions training.

Kathleen: Oh, I adoration it. And how did you get to be such an expert in lead gen?

Alex: A slew of trial and error. It’s the same thing that “were talking about” … I intend, it’s like any market canal where the first time you try lead gen, the first I tried it I tried it all wrong. I was spamming a lot of people. I didn’t have the offer down, and what I learned is by sending in small-minded quantities and by customizing the themes, it allows you to get a lot more feedback quicker, and if you’re able to get feedback quicker, you’re able to improve the emails constantly.

So the most important thing that I school is it’s an iterative process of testing a campaign, sending it out there, understanding what the results are, improving it, and then getting a new schedule of pass that hasn’t picture the previous safarus and tests that optimized campaign with email, and then continuing to improve that over and over again.

And what that allows you to do is, one, you can get a bunch of auctions with cold email which is really cool, but the second thing it does is it really strengthens your furnish. So when you do use inbound, you use social media, you use YouTube like we do, it moves the offer that much more likely to convert.

Plan Marketing Campaigns That Target Billion Dollar Brands

Kathleen: Hm. So go me through this. If I am a marketer, and I come to you, and I say, “I’m looking to reach people at these enormous companionships, ” the billion dollar labels that you talk about, those can be hard target business to crack into. Walk me through your process from beginning to end if you’re going to do this for me.

Alex: Sure. So if you’re an established companionship, the first thing I’m going to do is ask what case studies you have and what sort of companies you’ve is collaborating with in the past.

And from there, what I want to do is try to find motifs. So for example, a lot of our patients are software as a service occupations or services occupations where, let’s say, you had a good case study with a potato chip company like the interests of consumers packed goods fellowship. Then what we’re going to do is create an offer only around that companionship. I call it a no-brainer offer, and what we want to do is come up with an furnish that is so good that people can’t say no.

For instance, for make generation which is something that I sell, it might be something like we’re gonna book ten meets in the coming week with people in your model client basi, or we’re going to give you the money back. Something like that is what we really want to nail down in an ideal situation, and you could do it across trenches like video creation we help some people. Usually it’s coming up with either a video hypothesi that they like or their coin back or come through here with a register of what the video is going to be like bullet spots, an outline.

From there, once “youve had” the no-brainer offer, it’s writing that in such a way that highlights the case study, and we could talk about this in a second what to actually put in that email because it’s very similar to what we put in Facebook ads when we do that extremely. But once you have that no-brainer offer and you enclose it in a way that is extremely niche specific, then you test it in world markets and check what they say.

What I’ve spotted is with firm companionships, what they want to see is … they want to see you’ve done work with the companies of different sizes, and they want to see that you’ve done work with companionships that are very similar, as similar as is practicable, to them. If you can nail those two things, then you’re all set to scale the enterprise. If not, I would not approach someone like a Fortune 500 but instead go after parties that are $ 5+ million in income, and then try to get one of those smaller event studies that you can then leverage to get these large-scale enterprises.

How To Get Started

Kathleen: Okay, so that was going to be my question which is, patently everybody’s got to start somewhere. So, it sounds like what you’re saying is you start within the same industry or product service, vertical, but you simply start with a smaller firm. Correct?

Alex: Exactly. So one misunderstanding that a great deal of fellowships see, even big endeavours, is they don’t have marketing that’s specific for one horizontal. So for instance, let’s say you’re go a software as a service business and you’re crushing it with live contests, and you’re likewise vanquishing it with CPG, or you’re also humbling it with retail. They will be sending all three of those customers to the exact same funnel, they exact same website.

So one of the things that we focus on is not only separating the marketing, so we’ll have three different websites for each of those, or one different website for each one of those verticals.

Kathleen: A full website , not only a disembark sheet?

Alex: Well, a bring sheet is mostly a website.

Kathleen: Or a microsite, a microsite. Okay.

Alex: It’s like a microsite, it’s a one or two page website. Usually it’s just a headline, some sort of testimonial, some case studies, and then the contact form. Maybe a breakdown of the services.

But yeah, and then it’s not just coming up with that, but it’s coming up with three or four of those options and then testing all four in world markets, envisioning which one gets the best response, and then only at that point doubling and tripling down on the marketing. Because a lot of financiers, they have a theory for what their patron looks like, or they have a theory, even if they’ve been running a business 10 -1 5 years, they kind of is well known that their patrons are, but they actually haven’t done a real analysis and figured out one, who are the customers that will be most successful when using this, and then two, who are the customers that I actually induce the most money from?

And it’s cool to do that analysis and then too liken it to which one of these offers actually get parties to buy most often, and then hopefully you find an overlap there. If not, you need to do more research.

Developing An Email Outreach Strategy

Kathleen: Okay, so you craft the present, you develop your case study, and then you’re sending … it sounds like you’re starting with an initial email. Is that right?

Alex: Yeah. It’s normally a short email. We can breakdown what the email says if you want.

Kathleen: Yeah, let’s do it. I love to get as specific as possible.

Alex: Okay. So the first thing that I like to test is the subject line. Usually I’ll just say if parties are writing their first email from scratch, I would say just go with “quick question” because I’ve sent over 2 million emails now, and that one still outperforms cross niche. So the highest chance to get an open charge is with “quick question.” So sending that as a topic line’s good.

Then what we do is the first sentence of the email is a custom compliment towards the person’s business, and this is not something you can outsource, this is not something that you can kind of fake, especially at the enterprise level. It needs to be a custom compliment, and it sounds something like, “Hey Kathleen, certainly love your Inbound Success Podcast. Long time listener. Love the interview you did with Alex Berman.” Just something like that.

Or if it’s someone at Sony like, “Hey, ” director of commerce epithet, “congrats on the Q4 growth. Loved the latest earnings report.” You know, just something that’s very specific to their business, and what that does is it gets them to keep reading the next place which is the one decision case study which usually runs like … Let’s say you are talking to Sony, and you worked with … Who’s a competitor to Sony? Like Hitachi.

So that usage kudo. So, “Hey, I certainly adoration what you’re doing with Sony. Love the Q4 growth. We just wrap development projects with Hitachi where we optimized their entire backend, and we were able to generate a 14% increase in, ” I don’t know like new user engagement or whatever you guys did. “We’d love to do the same for Sony. Are you around for a immediate label last-minute the coming week? Let me know, and I can send over a pair times.”

Kathleen: You know, and I can serve as a testimonial to the fact that this approach uses because all right, I’m going to actually speak the email that you transmitted sloping me for the podcast which entirely follows your formula. So the subject line was “Huge fan, ” and you said, “Hey, Kathleen. Just listened to your interview with Sangram Vajre from Terminus, and I was really impressed with the idea of using AI to fit data and automatically improve arriving pages and ABM safaruss for prospects.”

That was the initial congratulate position, and then you said, “It would be incredible to come on your display as a guest. I feed a YouTube channel with over 23,000 customers and have been on more than 100 podcasts including, ” and then you rolled some out.

So totally following the format you simply described which is awesome. I desire that you practice what you urge, and it drove, and I got back to you and said, “Yes! ” So there you have it.

Alex: Yeah. We practice what we preach because every other highway is inefficient.

Like okay, what I saw is when we started doing the personal strands, when we started doing that we got a ten hours mount. I know it takes more go. That might have taken four or five minutes. Like I had to look up that podcast incident, we had to listen to part of the bout and figure out what it was, and then after we booked, I did check out the actual episode so I wasn’t lying.

That all takes time, for certain, but the response boost is worth it, and the alteration pace multiply which you are able to not even see when you send the emails out, but you’ll see it like three, four months later.

The number of parties that work with you or got to get on their podcast or whatever from an email like that is much higher than one of these generic coldnes emails that people are sending out.

Kathleen: Absolutely. Now, you talked about … I cherish that you have this formulaic approach. I want, it’s formulaic, but it’s like customized formulaic I “re just saying”. It’s a plan more so than a fake and paste. So you apply this blueprint to the email, and you mentioned sending it out to a smaller group in the beginning. So characterize small.

Alex: Big would be anywhere from … So you want to make sure you get enough data. I “re just saying” a minimum of 50 beings, a maximum period of 100 people with a tar like this. And what you want to test is a few things.

So for instance, what was the subject line that you just read?

Kathleen: Huge fan.

Alex: Vast supporter, okay. So massive follower might have been iteration number four or five, and the first thing that we’re looking for is, and by the way this is all broken down in our route, Email 10 K, email1 0k. com. What we want to do is you want to find the subject line that comes over an 80% open rate. So for instance, for podcasts if you open that, that’s amazing. Quick question might have gotten under 80% so that was optimized out.

When we were sending to breweries, actually the one that won when we were doing … It was digital marketing for breweries in the United Regime, it was a beer emoji, and when we were sending to the entertainment companies like Netflix and TV Land and material like that, what was booking confronts was, “I was born to work with HBO, ” or “I was born to work with your company.”

Benchmarking Success

Alex: So that currently exists through … Yeah, just hardcore testing. 100 at a time. That’s the first thing you’re looking for is … Well two things you’re looking for, one is are people opening the email? You want at least an 80% open rate before you even touch anything else, and then two, are the emails any good? Meaning if you get a super high bouncing frequency then you’re going to want to change the behavior you’re finding leads.

Kathleen: Now quick clarifying question on that. So you’re testing these subject wires. Are you testing simultaneously different subject arguments with various tiny publics, or are you experimenting sequentially? Like, you send one, it doesn’t work, you send another one?

Alex: Sequentially’s generally fairly. Because the numbers that we’re talking about … So whatever it is you want is an 80% open pace. You miss at least a 4% fit work frequency. So every 100 emails, you’re getting 4 beings signed up. So when you’re dealing with lists like that, it’s a little easier to see when things are failing or they’re succeeding. You’ll be able to see pretty quick because you’re either going to get a 14% open rate or like a 30%, or it’s going to be 90. Right? And that’s … You’re really going for those major prevail emails.

Kathleen: All liberty. So it sounds like shorter subject rows slog really well also.

Alex: It totally depends on the niche. What I’ve procured is in some niches, yeah, “quick question” labours really well, shorter subject positions run really well, and that’s because your custom compliment can be seen. If you look at Gmail or even Outlook, you’ll discover the subject line, and then you’ll see that first line of the email. So if you have even time “Quick Q, ” which also toils pretty well, they see that subject cable, but then they too witness the first indication of the email before they open.

So a good first word likewise will improve open rates.

Testing Email Copy

Kathleen: Yeah, that compiles smell. So all right, you research this out, you land on a good subject direction. You already have the body copy within the email written. Are you experimenting that as well?

Alex: Yeah. So the main thing I want to make sure firstly is the subject line gets over 80% before we touch anything to do with the body. I would stick to the exact template that we talked about earlier. That’s the baseline template, and then from there if 80% of the people are opening, and you’re getting … Usually it’s about 20% reply or less, then we’re rewriting the body of the email. Usually it’s messing around with the case studies or messing around with the personalized praises. A spate of parties when they first start the flatteries, they either go too far in one direction.

So for instance, if I was sending this email to you and I had pointed out something specific about the Terminus podcast and written this long paragraph to you, the chances that that would work, especially to an enterprise level company, would be very level. But what beings are trying to find and what we’re trying to find is you want a kudo that’s short fairly but it’s not super creepy. Like, you don’t want it to look like you did a crazy extent of research.

Kathleen: Yeah, you’re stalking them.

Alex: Yeah, exactly. But you likewise don’t want it to be too generic. So part of it is finding that balance.

How Long To Run Email Tests

Kathleen: Now how long do you wait after you move those initial emails out to kind of close the test? Because undoubtedly, I don’t know, in my experience I find that some people look at their email right away, and then for other beings it could be a day or two, and they might still open it. What’s the right amount of time for that?

Alex: After interpret the thousands of these safaruss, it’s kind of evolved a little bit because I don’t want it to say … Like, the gut feeling is we should wait a couple eras on our measures. What I’ve observed is when a campaign employments, it works so well that you can tell after like three or four hours.

Kathleen: Wow.

Alex: Especially if you’re sending at the right times. For example, the best time I’ve perceived actually is a couple hours before this. It’s like Tuesday, Wednesday, Thursday 10:00 AM Eastern time is usually the best because it overlaps early morning Pacific, and then the other best period is later in the afternoon. So like 3:00 Pacific so you punched like 3:00 -4: 00 PM Pacific.

Kathleen: Okay.

Alex: But if you’re sending on those hours, you should be able to see opens and engages. And then the other thing I’ll do sometimes with replies is, and this is a little bit of an advanced tactic, but when a person is does reply to your email and you’re trying to follow up, you can see when they reply and then queue your followups to go out whenever they’re checking their emails.

Kathleen: Yeah, there’s actually a great platform that we’ve employed announced Seventh Sense that does that for you which is pretty cool. It simply tracks email open periods, and then it develops a personal send time for everybody in your database. It’s like magic.

Alex: Yeah no, it’s sick. Because I simply sent 50 followups the other day, and it was crazy. Some parties exclusively do emails at like 3:00 AM Pacific, or maybe they’ll do emails at like midnight.

Kathleen: Yeah. Yeah.

Alex: You merely can’t tell.

Kathleen: So “if youre having” such a short amount of turnaround time that’s necessary to conclude a test, it sounds like you can go through this entire process within a week.

Alex: You can, and one of the things that I talk to new entrepreneurs about is especially when you’re starting your business or if you have a business for a while and you’re trying to find what sell is worth investing in for your inbound, I would race 10 -2 0 experiments. Really even assessment different proposals and different positions within that.

Like before you even deal with optimizing or determining sure the subject line handiworks or whatever, stick to that basic template of “quick question” and write an email, and then write 10 different emails for 10 different offerings. Like maybe one is selling your fellowship looks just like you only work with chip producers. Or exclusively work with software as a service startups, whatever. Just doing what we talked about with the case studies.

Because what I’ve observed is one of those ten, or even two of those ten, are going to blow away all the other experiments, and then you exclusively focus on those two.

Kathleen: And then you just slightly change the contents to adjust for different industries and roller it out?

Alex: The … Yeah, you change the one sentence case study. So we just worked with this company, and we did this thing.

Following Up On The Initial Email Send

Kathleen: Okay, great. So I affection this format. So is there something that comes after the email iterations, or is the fact that it? That fetches in the meetings?

Alex: That produces in the … So there are followups on top of it. One, and I interrupt all of these down in the course, but one is just like, “Hey, I’m sure you’re busy and wanted to make sure this didn’t get buried.” That’s a marry days later. Then the third one is, I call it like the big win. So something like, “Hey, we just had a big win working with this solar creator we did that … ” like basically a second one sentence case study, and then asking them for another announce like, “Hey, we’d love to talk. If you’re around … ” I always try to end emails with question marks, too.

Kathleen: Yeah.

Alex: “Would you thoughts if I sent over a few times for a quick order? ” is how I’ll typically resolve them. Or I’ll just say, “Let’s talk? “

Alex’s Results

Kathleen: Great. You school this method, you’ve done this with different purchasers. Talk me through what kinds of results you’ve seen, and is it specific to a certain type of business or industry or company size?

Alex: Is it specific … So anyone that sells to parties that check their emails. That’s … This is what I like to think about, so-

Kathleen: A shrink target audience.

Alex: It’s narrow … Well so if you think about it though like some industries aren’t good for this. So for instance what I detected is loans or mortgages aren’t really good because with those you just have to made so many parties that Facebook ads is a better thing. Squandered vehicles is also not a good niche for this. But most of the B2B.

Anyone that’s selling to makes or anyone that works in an office. Things like that are best for this sort of thing. Revenue immensity I’ve acquired does not matter. We’ve met with most of the Fortune 500 for our clients and for ourselves, and we’ve met with smaller … Like everyone from regional ventures up to billion dollar brands this is good for.

I try to avoid companionships under$ 5 million in income because I imply, I like dealing with here parties that can actually afford this assistance. I don’t like dealing with here regional businesses.

Kathleen: Yeah, yeah. But I approximate a local business could probably take your class or if they discover this they could research out executing it for themselves. They could DIY.

Alex: Yeah, for sure.

Okay, so what businesses take advantage of this?

Kathleen: Yeah.

Alex: I thought you were talking about what industries are worth selling to.

Kathleen: Oh, oh, oh, oh. Yes. Okay, got you. Yes.

Alex: So what professions are benefiting from this? It’s frequently any sort of business that has a higher ticket. Because this sort of thing like we’re talking about, we’re personalizing the emails. Every single email, it takes a decent amount of go. So I would say if your rate is under $ 1,000 per customer, it’s probably not worth doing this. You was likely to do like Facebook ads or something.

But if you’re selling a service, like my background is selling mobile apps to the enterprise so we’re used to selling $ 100,000 apps, or like $200,000 lotions, websites, that sort of stuff, or even a great deal of our consumers will sell like $25,000 containers, $30,000 containers. Cold email is perfect for those.

Kathleen: Enormous. Okay. So considered buys, if you are able to. High dollar quality sales.

Alex: High dollar value marketings, and sometimes they’re not considered. I necessitate, you get the right no-brainer offer. Our initial marketing evaluates were $8,500, and we would sell those after a marry weeks, and then that would just go into the retainers. It all depends on the type of client you’re exiting after. Right? Because like for Sony, or for Home Depot or whoever, like $8,500 is very small.

Kathleen: Yeah, that is not a considered acquisition for them. Very good point. So talk me through the results that your clients are seeing with this, and how long does it take to see those results?

Alex: So if you get an email right off the bat … I actually just see anything in our private Facebook group this morning, some person sold … his reputation was Mark O, he sold $4,500 and then $ 4,000 off a few months like two days after starting, but that’s when everything leads perfectly if you get the render right.

If you’re willing to put in the time and you’re willing to test and you’re willing to be wrong 9, 10, 11 epoches and really keep going back and iterating, I represent it could work pretty quick. It 100% depends on how fast you are, how instinctive you are with the data, and then how much you’re willing to actually put into it because a lot of people, they find cold emailing extremely carrying, and I did too until … I must be given to intentionally reframe each email as, “Okay, this email’s worth $3. This email’s worth$ 5, ” like whatever, like I had to reframe it exactly to get myself to actually wield because it is super monotonous work.

Kathleen: Yeah, but it sounds like it gets easier over time.

Alex: It does, and it gets faster. And formerly you have an offer, it’s much better. The hardest part and the thing where you can get stuck for months at a time is trying to find the action that your business should be positioned to get massive amounts of fund, and I are well aware announces kind of weird, but it’s like there is a way to enclose any business where it becomes a no-brainer for patrons, and then everything else becomes easy.

And if you’re not at that point where it feels easy and things are like going, until you’ve been there it’s hard to describe it, but there’s … And you’ll see it formerly you get it. There’s such a difference between a business that works and a business that really kind of works.

Kathleen: Hm. Interesting. Well I adoration it. 10 x progress like you were talking about are certainly beautiful, and the fact that you can do all of this in a week is also very attractive. It’s just it sounds like it’s certainly only a matter of time and elbow grease.

Alex: Yeah, and if you compare it to something like Facebook ads, like we lope Facebook ads as well, and it’s a similar strategy where you’re filming 10 -2 0 ads and putting budget behind all of them. Those actually take time to get the data in, and it costs money. Right, if you compare it to something like cold email, all that costs is time which for some people is money, but if you’re a new financier and you’re not accusing like $700 an hour, it’s not that much money.

Common Mistakes Businesses Make When Targeting Big Brands

Kathleen: Yeah. Now what do you see as the most common corrects that people constitute when trying to do this?

Alex: First most common mistake is they think they can outsource it all, and they don’t want to do the customization. I recommend against that, especially in this initial … the hardest phase, the research phase. Once you have something that works, you can scale pretty easy. They try to outsource too early, too.

They customize in the wrong way. A much of our buyers are … well actually , not a lot of our purchasers. Some of our patients are international. And so English isn’t the greatest for them. Even if they come from like Germany or some Western country. So making that commendation in a way that doesn’t come off as like too crazy is actually something that I struggle with a great deal with our coaching patrons. That’s number two.

And then quantity three would be giving up too soon. And actually giving up too soon/ resolving too soon. Because you might try three exams, and like research one and research two notebook zero sees, and then test three records two gratifies. Then you might be like, “oh, I’m going to made my entire business onto assessment three, ” when genuinely if “youve had” tested like four or five more meters, you might have sent an email that got eight meetings.

Kathleen: Yeah. How do you know when to stop testing?

Alex: So I would never stop testing. I know even with our … so with the course part of our business, we waste 30% of our income on research and development. So only testing new ads and doing all that stuff outside of scale. I would never stop testing. It’s always amazing. What we construed our add to cart cost croak from $100 to$ 6 the coming week exactly by testing a new series of ads.

Kathleen: Wow. That’s crazy.

Alex: Right? You are simply get those improvements by always propelling material out there and verifying what works.

Kathleen: Yeah. Very cool. And I affection how specific you’ve been time in terms of sharing guidance on the actual wording of subject indications that works and the wording of some of the emails. It’s really helpful.

If somebody wants to try this, how do you recommend constricting down your roster? Because a lot of the people I know … You said transport it to 50 or 100 parties. A batch of the person or persons I know have directories that are much larger than that. Is it precisely literally an issue of, “All right, I’m going to export this list of ten, 000 parties, and I’m just going to make the first 100, ” or is there some other way … Do you start with like a certain subpopulation?

Alex: So what I would do is if you have an inbound roll, I is ignore it for now. So you have marketing that works for your inbound list, right? Keep that starting. What I would actually do is go over to Upwork or go over to LinkedIn and merely start fixing lists of your model patients. I would send 100 freezing. I would make a list of these people cold instead of going through the person or persons that are subscribed.

Because what you want is you test with the freezing traffic where you can quickly iterate, and then formerly you have something that’s working with those cold beings, then you can take it back to your main list, and you know it’ll work versus burning your main list on an offering that may or were not able to be okay.

Kathleen: Do you have any concerns around if anyone does that, jeopardizing their sender value just because people hitting spam or what have you?

Alex: Yeah, so usually … And actually if you “Alex Berman how to avoid the spam box, ” on YouTube, I violate it down. But normally I’ll recommend starting with a brand new domain for freezing email, and then you warm it up over like two weeks. You subscribe to some newsletters, you make it seem like a regular email, and actually I would have a different discipline for your coldnes emails, a different orbit for your inbound like your email list emails, and a third arena … actually even a third and fourth province. Like third region for cold ad commerce inventories, right time in case, because spam is a subject there. And even a fourth realm for precisely customer communication. That room you protect everything. You keep it all super segmented.

Kathleen: Does that get certainly confounding?

Alex: Not for me. I imply, for our ads we’ve get like alex @X27. io, like alex @X27Marketing. com is our other index. alex @Experiment27. com. It’s all pretty easy.

Kathleen: And I’m assuming they all redirect at some point to …?

Alex: They all redirect … Yeah they all go to my normal inbox.

Kathleen: Okay, got you. Very supportive. All right.

Alex: It’s a good way to protect your sender score there. Because what you’ll also do is a lot of times if you want to test a cluster of various types of cold email campaigns too, you are able to, and what I offset parties consider a great deal is you might want to buy a domain for each one of these different niches as well, and then that province will only redirect to a website that’s specific for that niche.

The Impact of GDPR

Kathleen: Do you perturb at all with European like GDPR rules and the increasing focus on doing something similar in the US, do you fret at all that that approach is going to get tougher to use because freezing emailing will begin to become prohibited essentially under regulations?

Alex: If it’s illegal, I recommend not doing it. What I’ve noted is there’s always a locate for a personalized compliment. The personalizing the emails thing is … that’s what increases our response rate, and it’s too what takes it out of the spammy province. We’re not mailing messages to 10, 000 parties. We’re not robocalling. It’s nothing crazy like that. But I would … Yeah, if you’re in like … Extremely if you’re in Europe or the UK or Canada or Australia, unquestionably consult a advocate before working with someone like us or doing anything related to this.

Kathleen: Yeah, it is getting-

Alex: As far as I know, in America it’s absolutely good so far except in cases of perhaps California is a little iffy right now.

Kathleen: Yeah, certainly. Emphatically. But it’s interesting the direction everything’s heading. It’ll be interesting to see where it goes.

Okay. Well-

Alex: It will be, but it’s not like these go away. You can use these same approaches … Once you get this testing policy down, you can use it for Facebook ads, you can use it for cold LinkedIn contents. You can be utilized it for textbook contents. You can be utilized it at events just like testing your elevator tone at happens. It’s all the same kind of thing. Just taking words and trying to test the way that you’re phrasing things to find … it’s nearly opening a fasten. You want to find a way of wording your business that goes beings to buy.

How To Learn More About Alex’s Strategy

Kathleen: Yeah. I affection all of this. You’ve mentioned a duet things like you have a course and you have a YouTube channel. Can you say a few words about if somebody’s plotted and wants to learn more, where they can go to find more information?

Alex: Sure. If you want us to do this for you, I would actually really start at the YouTube channel, AlexBerman.com will go right to the YouTube channel, and if you do want to learn this kind of stuff, it’s Email1 0K. com, that’s the course.

Kathleen’s Two Questions

Kathleen: Okay, affection it. Now, we can’t finish up this interview without me asking you the two questions that I ask all of my guests. The first one being we talk a lot about inbound marketing on this podcast. Is there a particular being or corporation that you think is really really killing it right now with inbound?

Alex: Truly killing it with inbound. I’m actually not … I haven’t been affected with very many people when it comes to inbound. Even the greats, I don’t know if they’re testing or what they’re doing, but I receive a great deal of curious stuff.

Kathleen: Oh yeah?

Alex: Who have I certainly … I actually like Russell Brunson, what he’s been doing with his ad approaches, and he fees a SaaS. It doesn’t even looks a lot like it. He’s selling a software as a service, but he’s selling it like an info make. There’s some real next rank material that Russell Brunson’s doing.

Kathleen: Oh, I’ll have to check him out, and I will share his words and the link to his stuff in the display notes.

Alex: He does a 2 week free trial, and then it’s simply like $150 a month for his software, and somehow he’s been able to enclose his thing in a way where it pleas to B2B, it appeals to inventors, and it requests to … He’s going after like beings that are selling multilevel market. He’s got everything down in terms of how he’s framing his thing.

Kathleen: Interesting. I can’t wait to check that one out.

Second question, the biggest kind of complaint I hear from purveyors is that digital is changing so quickly. There’s so much to keep up with. It’s like boozing from a shoot hose. How do you personally stay up to date and keep yourself informed on latest developments?

Alex: So this sounds kind of counterintuitive, but what I’ve attained is if you stick to the basics and you simply try to get like those fundamentals right, everything comes into play.

So for instance, when I was get into Facebook ads, all I had to do was make the offering that I knew labor and articulated it in general targeting, and then the Facebook AI figured out what it was because we knew the render labor. Same with YouTube videos. We precisely have to create content, and it’ll find an public because our present system.

So I think if you create a product that one wants, and you word it in a way that is very hard to say no to, you’ll win, and it doesn’t matter if you’re at an episode or if freezing emails get boycotted, or like cold calling doesn’t work anymore. Nothing of that will matter if you can crack that, and then number two is just go where your customers are. I’ve gotten a surprising extent of work off of Instagram recently. Like to the point where I barely even help LinkedIn anymore.

Kathleen: Wow.

Alex: But that just comes down to who my target audience is, right? I’m travelling after younger people now, especially for this course offer, and they’re predominantly on Instagram versus when I was going after office workers … Actually, all the office workers are on email versus any of the other social media paths. So I frankly, I don’t worry about that at all.

Kathleen: That’s immense. You have figured something out, then, because the vast majority of the other folks I talk to stress about it a lot, so there’s unquestionably a lesson to be learned on the coming that you’re taking.

Alex: Ooo, okay. So I actually did anatomy this out. So if you want to figure out where your clients are, write a super targeted Facebook ad and applied like $100 in it, and what’ll happen is you applied no targeting in. The nature that Facebook runs now is they’ll find customers, and what I’ve encountered there is not only will they find out who your ideology customer is, for example one of our ads is targeting … it’s converting really good with women between senilities 25 -6 5+ which is crazy, and then one of our other ads is only for men which is great, but the most important thing that I’ve witnessed was if you go to placements, it’ll tell you exactly where your ads are converting.

So for instance, some of our ads do really well on Facebook. Actually, one of my consulting patrons was exclusively selling on Instagram. Like hard pitching Instagram, and when we did this ad test we found out a cluster of his people were on Facebook, and he went out and did the same cold pitching on Facebook, and it was like 10 -2 0 minutes, and he once had a bunch of results coming in. So that’s another easy mode to find it out.

Kathleen: Yeah, you know it’s interesting you producing that up because I pointed out that very that paid ads in general are the fastest way to measure messaging because you instantly can see what’s working and what’s not.

Alex: Yeah, precisely. You can test messaging there, you can test placements, and then the room that Facebook … Facebook’s getting so smart-alecky in terms of their machine learning. So it’ll give you data you didn’t even know you had. The ad that I wrote, I had no idea it would petition … The one that affects brides, I think it was get is in addition to carts for like $10 for $1,000 route which is crazy, but for men it was $ 16 with the same ad. So I had no idea.

Kathleen: Which is still reasonable, but $10 ‘s better than $16 every day.

Alex: Exactly. Especially when you’re comparing it to … I was at $100 before.

Kathleen: Oh, that’s great.

Alex: But no, you have no idea. It’s simply the machine learning that educated me that this type of ad works for this market.

Kathleen: Yeah, it’s crazy what Facebook can do now. It’s a little scary sometimes, but it’s too really cool.

Alex: Yeah.

How To Connect With Alex

Kathleen: Great. Well if somebody wants to connect with you, has a question, wants to learn more, how can they reach out to you?

Alex: Best way to talk to me is to grab the course, Email1 0K. com. I’m in the Facebook group right now. It’s unlimited consulting. If you do really want to like, talk free of charge, I would go to the YouTube channel. AlexBerman.com will go there. And just leave a comment. I’m typically in there.

You Know What To Do Next …

Kathleen: Okay. Great. I’ll put those ties-in in the see observes, and if you’re listening and you liked what you heard or you learned something new, of course I would really appreciate it if you would leave a five whiz evaluate on Apple Podcasts. That vanishes a long way to going the podcast in front of other listeners like yourself who could find value, and if you know somebody doing kickass Inbound marketing work, tweet me @WorkMommyWork because I would love to interrogation them. Thanks, Alex.

Alex: Thanks.

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