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What do 50 cent and lead gen have in common?
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A song that’s forever seared into my consciousness 50 Cent's Disco Inferno: “To my surprise, listen It’s hard to resist swinging my hips around town just writing those lyrics! But if you think this email is about 50 Cent or music, for that matter, then you’re wrong! I’ll spill the beans… You see, every time we take on a new client for our cold email lead gen agency, it’s a risk. And we’re extremely upfront with our clients. We tell them:
Well, we tell all prospects this, except for one, who we told flat out: “This offer doesn’t work for cold traffic.” The offer was content marketing for SubStack and LinkedIn newsletters. And anyone who knows cold traffic knows that content services don’t work. Why? Because the ROI isn’t tangible. And 99% of business owners want to see an ROI in $ or in clients. But content is unpredictable. You just can’t promise a financial return. Sure, rich people will pursue content marketing for status, authority, etc… But it’s just a nut that can’t be cracked. Or so we thought. After a lot of back and forth with this prospect (who is actually a good friend, which increased my resistance to doing this because you want friends to get great results), we hopped on a call. That’s when my business partner Charlie hit mental pay dirt: “What’s the one thing paid newsletter operators want more of? Paid subscribers.” Bingo. There was the clear ROI and financial returns. With a lump in our throats, we gave it a shot. And again, we promised that if we can’t make this work in a month, our client gets a full refund. A blue ocean was discovered. 4 positive replies and one booked call on the first day from only 400 emails sent (this was to warm up the inboxes). Back to the disco inferno lyrics, because that’s what I hear whenever we discover a blue ocean opportunity in a market: Satisfaction (ooh-ooh) The lesson to this dance floor on fire email? Look, there are millions of foundational “marketing principles” out there. Ones that the gurus preach you abide by (or else!). Such as content marketing doesn’t work for cold traffic. But part of the game of becoming an elite marketer is learning the rules… Then breaking them. Because the best results go to those who experiment. Society rewards those who take risks themselves for the benefit of others. And the reward yields fewer results for those who copy and paste others. Disco inferno, baby. Ciao, Parker |
The Story
Grab attention, monetize, and persuade with Storytelling Every Thursday you'll get one story and writing tactics in 5 minutes. This is the FREE newsletter that 50,000 follower accounts read.
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