Outbound expert of the week – Danny Kirk
There’s no one right way to do outbound. That’s why each week we ask an expert to share their perspective on this channel. They share their tips on how to build it successfully. In each will answer a few questions about:
- outbound use cases
- preparing an outbound campaign
- writing a killer outbound sequence
- and more…
“I was a classically trained musician turned entrepreneur who started and grew multiple software companies, and then decided to help other companies do the same. I’ve been consulting for years now and am helping grow 15+ companies at any one time. I’m a massive fan of the lean startup method, and my focus is on lean growth in any business I help”
What outbound is good for?
With the lean perspective in mind, I think there are two great use cases:
1) Proof of concept and product-market fit. It’s easy to spin up a campaign and get some feedback calls on the calendar to see what the market demand is like.
2) For lean scaling of sales. I’m a massive believer in automation and the leverage that provides organizations. Long gone are the days of massive sales teams and having humans involved at every step. Now sales teams can be tiny but have a large revenue impact by using systems like Growbots to handle everything prior to needing a human involved.
What to pay special attention to while preparing an outbound campaign?
Warming. Using a warming system and making sure your sending addresses, and domain, are properly configured and warmed prior to starting your campaign is absolutely critical in this day and age. Growbots is the only system that has data, emailing platform, and warming all-in-one. This is huge for efficiency and ease of use getting things set up.
What are your 3 golden rules of writing a killer outbound sequence?
1) It’s all about them and what keeps them up at night, not you or your product’s features. If you can solve someone’s problems, they don’t care how it works.
2) Loss aversion is the strongest human driver, so use wording that speaks to that in your campaign. What will the reader lose if they don’t solve the problem they have?
3) Keep it short. There are two types of email recipients: the first one replies to literally every email and it doesn’t matter how long it is, or how poorly written. The second is someone who is very busy and only replies to emails that get to the point and have a specific ask. Since you don’t know which one the person is you are emailing, you should always assume they are the latter one and don’t waste their time with a bunch of meaningless words. To sum up – always ask yourself, what can I take out of this copy?
What makes your approach to outbound unique?
Firstly, I let the data speak and don’t think I know everything – therefore we’re always testing, iterating, and learning what is working. I start by telling my clients that I get fired after month 3 unless the campaign is working (not the other way around). This takes the pressure off them and makes me earn their business. This sort of approach makes it easy for my clients to trust me, versus trying to sell them on a 2-year contract as many agencies do. I take no pride in charging my clients and not being effective. This blunt perspective is refreshing to most people I talk to. Especially in an industry that is filled with snake oil salesmen.