I hear this A LOT.

There are two parts to think about:

1) Know your prospect’s problems better. If you’re worried about missing, you probably don’t know your prospect’s problems as well as you think.

2) Break up their problems across multiple emails in your sequence.

Start with this framework: feature, pain, benefit, persona.

Those four pieces connect the dots in your outbound messaging in cold emails and cold calls.

Create a table with those four columns.

Connect the features of your product to the pain point it helps your customers with.

Then connect those pain points with the benefits of how your product helps. What’s the benefit of doing it a new way?

Lastly, what persona does this relate to most? Create a row in your table for every persona.

This becomes the content of your messaging for cold emails and cold calls. And you can also use it when running demos.

Ned Arick, M.S. from Canny came on the podcast to share the outbound process they’re creating from scratch right now.


Listen to the full interview with Ned to hear more about how it’s going.


Join the conversation on LinkedIn here.


Here are three ways we can help you with your prospecting:
  • LinkedInConnect with me for #DailyProspectingTips.
  • Reply Method GuideA proven messaging structure for increasing response rates and setting more meetings from your cold outreach.
  • Prospecting Boot Camps. A 6-week program to help you or your team land more meetings with your ideal clients.