hybrid outreach scaling value in email outreach 42 with timestamps YoutubeScribe.com

[0:00] Hey, it's Sam Oh and welcome to the
second lesson in the outreach module.
[0:03] In this lesson, we're going to talk about
scaling so-called "value" using the hybrid
[0:08] outreach approach.
[0:10] Now, in the previous lesson, I mentioned that
outreach emails usually have a similar anatomy.
[0:15] They include a good reason for
contact and a value proposition.
[0:19] And the great thing about using the hybrid 
approach is that your linkable point will be
[0:24] your "good reason for contact."
[0:26] For example, if they have an outdated stat,
your reason for contact is to tell them about
[0:31] it and share new data.
[0:33] Or if they've mentioned a specific tactic like
the 50/30/20 budget rule, then you can use
[0:39] that to set the context of the conversation.
[0:41] Now, finding a value proposition that appeals
to the majority is the tough part because "value"
[0:47] is subjective to the person receiving the email.
[0:50] But because the hybrid approach forces
you to segment prospects, your value
[0:54] propositions can be more impactful because
of the similar attributes that prospects have
[0:59] in a given segment.
[1:01] Now, there is no set list of value propositions
because it depends highly on the context of
[1:06] your linkable point.
[1:07] But a good way to start brainstorming value
props is to think about how your reason for
[1:12] contact impacts prospects
and their audiences.
[1:17] For example, a while back, I was working on
a natural health site and noticed that an article
[1:22] from a large publication was recommending to
consume cinnamon to lose weight because of
[1:27] a chemical compound called cinnamaldehyde.
[1:30] Now, a top leading essential oils expert
specifically states in his book that you
[1:34] should not consume too much
cinnamaldehyde because it can kill you.
[1:39] So how many people are saying this?
[1:41] Well, with a search like this in Content Explorer,
you'll see that there are hundreds of pages.
[1:46] So we have our reason for contact that's
going to set the context of our email.
[1:51] Now, how does this impact
prospects and their audience?
[1:54] And does it impact them enough to make an
edit to their post and potentially link to us?
[1:59] Well, if someone follows their tips,
there could potentially be lost lives
[2:02] and lawsuits.
[2:04] So in my eyes, there was potential
for a pretty strong pitch.
[2:08] So I actually updated my page on cinnamon
essential oil stating these facts and contacted
[2:13] prospects letting them know of
potential dangers in their content.
[2:16] I also shared a link to the $100+ book and a page 
number as a reference to strengthen my pitch.
[2:22] And of course, I offered the tl;dr which
was written in my post which they could
[2:27] access for free.
[2:29] As for the results, I was able to secure
some top notch links from big publications
[2:33] with an almost 20% conversion rate.
[2:36] Now, it's important to note that my email
was not about inducing fear into prospects.
[2:41] It was written to highlight the importance
of updating their content.
[2:44] So my link outreach was actually
fun to do and it was well received.
[2:48] Now, pitch angles don't always
have to be about life or death.
[2:52] And they won't always be this strong.
[2:54] But sometimes, that isn't even
necessary to get good results.
[2:58] I'll give you an example from
our SEO stats campaign.
[3:01] As a quick refresher, we noticed that a competing
page had a ton of backlinks because of the stat,
[3:07] "93% of online experiences begin
with a search engine."
[3:11] And that stat was super outdated
and not even on the target page,
[3:16] making all links based on that stat irrelevant.
[3:19] Now, the reason for contact is that the 93%
stat they've mentioned isn't on the page.
[3:24] But to be frank, this reason is no better
than saying "you have a broken link."
[3:29] So how does this impact
prospects and their audience?
[3:32] Well, the truth is that most people won't
care because everyone has outdated content
[3:37] on their site, and it's impossible to keep
everything up to date at all times.
[3:43] So the angle we went with was to tell
them that the page they're linking to
[3:46] doesn't even mention the stat and
we accentuated how outdated it is.
[3:52] We said something along the lines of
"That stat is actually fourteen years old.
[3:57] More recent research suggests that this number
has gone down to 68% because of X, Y and Z."
[4:04] In other words, our value prop was fresh
data to keep your content up to date.
[4:09] As a result, we had a conversion rate of 6.8%
on this campaign with no follow-up emails.
[4:16] Not bad but not great.
[4:18] So how could we have made
this appeal to more people?
[4:21] Well, seeing as there was a huge change
in the data point, 93% to 68%, one thing
[4:27] we could have done was to offer to rewrite
a paragraph or part of their article to make
[4:31] it reflect current data better –
whether they linked to us or not.
[4:35] This isn't the strongest pitch, but in my
opinion, it's better than what we had before.
[4:40] So bottomline, when you're coming up with value
propositions, try and brainstorm ideas by segment.
[4:46] Use your reason for contact as a starting
point to understand how linking to you will
[4:51] impact prospects and benefit their audience.
[4:54] It's not an easy exercise, but you'll find
that strong value propositions that are
[4:59] tied to your linkable point will a) create
a very easy to write outreach email; and
[5:05] b) can lead to incredible conversion
rates for link acquisition.
[5:09] Now, when people use templates, the
result is usually a robotic sounding email.
[5:14] And that's likely the reason why the majority of
outreach emails in your inbox seem like spam.
[5:20] So in the next lesson, I'm going to give you
some tips and exercises to write templated
[5:25] outreach emails that don't sound generic.
[5:28] I'll see you there.

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