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The Kiln

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Your B2B outbound copy is bound to fail if you don’t have these basics nailed down. It doesn’t matter how impressive your personalization efforts are—getting the fundamentals right is crucial. Here are the key aspects you need to focus on when crafting your outbound copy: 1. Ideal Customer Profile: Clearly identify who you want to target. Define your ICP on two levels: Company What industry is your ideal customer in? How big are they? Do they work with specific techs? Answer these questions by working back from the pain point your solution solves for. For which companies is that pain point the most intense and prevalent? Contact At a given company in your ICP, who would be the best point of contact? There are often multiple people or ‘personas’) at a given company who are suitable contacts. However, each persona might experience the pain point you solve for in very different ways. Therefore, it’s important to vary your copy for each persona you reach out to 2. Problem Statement: Pinpoint the exact problem you are solving for this ICP. 3. Solution Description: Provide a concise explanation of how you solve this problem and what sets your solution apart from others. 4. Social Proof: Including social proof in your copy will help build credibility and trust. If possible, try to include case studies and results that are relevant to the recipient. Including a case study from a company in your recipient’s industry will be far more beneficial than a non-relevant case study. 5. Trigger/Signal: The cold email that is MOST likely to be engaged with has three things: the right message, the right recipient, and the right timing. Most people focus on the first two. To perfect the message, they spend time and resources on developing the perfect copy and personalizations. To perfect the recipient, they obsess over properly defining their ICP and building the perfect lead list. They do all that work, then send the email at a time when the pain point their solution solves for is not being most intensely felt by the recipient. Use a specific trigger to ensure that your message is well timed. A trigger can really be almost anything but a few example of triggers are: - a company raises funding - a company sees significant headcount growth - a contact switches jobs - etc. Your trigger can also, in some cases, be useful for developing a relevant introduction in your copy. Use Clay and other tools to find those triggers. What foundational elements do you prioritize in your outbound strategy? #outbound #clay

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