The 4 Biggest Copy Mistakes in Your Outbound

If you are a founder, sales leader, or someone running outbound in your B2B company, these are the most common mistakes you are making in your sales copy that is killing the conversion of your messages.

1. Thinking that your prospects care

This can hurt people’s feelings sometimes but 99% of the time no one will care about your xyz software platform unless you answer this one question:

“What is in it for me?”

The leads you're reaching out only have 1 interest / care in their minds:

Themselves. (Sometimes not even their company, depending on their job title).

When you write outbound scripts for the product / service you're selling it's best to operate under the mindset that your leads could not give a single **** about what you're selling.

Pretend you're pitching your product / service to an old grumpy man who won't stop asking you "what's in it for me?" (shoutout Nick Verge for the idea).

Because that's the main question your copy should be answering. What is so valuable about this message that I should stop what I'm doing and respond to you? Without keeping this question / framework in your mind, your scripts and messaging will fall short and continue to be ignored.

2. Too Much Fluff

This is what kills the majority of your outbound scripts. The over-explaining, unnecessary details, features, and mumbo jumbo of your offer that your prospects don't care about.

This doesn't mean that longer scripts can't be effective - they 100% can. But they need to be purposeful. The 100 word message needs to provide more, deeper reasons to entice the prospect than the 30 word script does.

Without losing their attention.

Without confusing them.

While making it easy to skim through.

The attention span you have from your prospects to read your message is likely < 2-3 seconds. You need to get their attention first to even begin reading. If you can get that, you'll have maybe 5 seconds max to get your message across.

3. Not Understanding Friction & Costs

In outbound, it is always going to be you having to exert more energy to achieve the result you want than it is for the prospect you're reaching out to.

YOU are reaching out to THEM.

This means you have to bring something to them that is valuable enough for them to:

1. Stop whatever it is their boss is getting them to do and they make a livelihood on

2. Give genuine consideration to what you're proposing

3. Use precious brain power to craft a response to your message

4. Take time out of their day to find time to meet with a complete stranger on the internet

Do you see how much friction there is in your prospects doing this?

This means that the only way that you're able to book a call with someone is if what you're offering is so valuable this person will endure these 4 steps to hear you out. Do you see the importance of having a good offer?

4. Lack of Authority Frame

In sales, most of us have been taught the idea of "frames". Ways that people will think, associate, and prescribe their problems and situations. Cold outbound is 10x more "sales focused" than it is "marketing focused". You're given 50-100 words to write a sales argument about why someone would care about your stuff.

One of the biggest mistakes I see when it comes to copy is the loss of some kind of authority frame. You must remember:

• You / your product or service is the reward

• You cannot come across as needy to your prospects

• You must frame yourself as the solution to their problems

What makes this very challenging is that the whole premise of outbound is you going to other people with a message - which inherently makes THEM have the authority frame.

Nonetheless, you still need to frame yourself as the solution when engaging in conversations.

If you got any value form this, drop me a reply and say what’s up.

Have a great day everyone,

Ryan

P.S. if you want to check out the document where I talked about all of these ideas + more, give it a look here.