Making Your Offer "Cold Traffic Proof"

One of the biggest misconceptions I see when teams are trying to run outbound is not making their offer ready for cold traffic.

What this usually means, is teams are not making it violently simple for someone to understand, and comprehend:

• What you do

• Why this is helpful to them

The best way to treat cold traffic and to get them to respond positively to your marketing and sales materials is speaking to them like an 8th grader.

Humans are inherently selfish creatures. We always want to know “what’s in it for me?”

And because cold traffic does not know, like, or trust you, they have no reason to act like it.

So the best types of outbound messaging and framing you can write should appeal directly to their selfish desires, and be extremely simple to understand.

This can be as simple as changing your messaging from:

“We do Ads for logistics and 3PL companies” 

to

“We help logistics and 3PL companies lower their CPL by 15% in the first 3 months” 

All we’re doing is shifting the central focus of the copy to what the prospect gets. This is all you have to do to make your offer for your product / service ready for cold traffic.

Stop talking about your features, stop talking about how your product was built, and just talk about what the other person gets.

This sounds very simple, but you’d be surprised how many times we’ll read over marketing materials of our clients just to find them feature-dumping all over a white paper.

Hope this helps,

Ryan
Breakout