how to write email outreach templates that dont so with timestamps YoutubeScribe.com

[0:00] Hey, it's Sam Oh and welcome to the
third lesson in the outreach module.
[0:03] In this lesson, we're going to talk about
writing templated outreach emails that
[0:07] are personalized and don't
feel or sound too templated.
[0:12] Now, why does this matter?
[0:14] Well, link building is often looked at as
a spammy tactic from both SEO outsiders
[0:19] and insiders – and for good reason.
[0:22] People are sending emails like this that
sound like they were swiped from templates
[0:26] on blog posts.
[0:27] They're disingenuous and clearly transactional.
[0:31] Now, if you're sending these generic templated
emails, your chances of standing out are slim
[0:36] and link building is truly only a numbers game.
[0:40] In other words, emails like this are more likely
to get marked as spam than to lead to a link.
[0:47] Now, there's no video, book, blog post,
or course that's going to make you
[0:52] a master writer of outreach emails.
[0:54] Practice and feedback are what
will help you get better at this skill.
[0:58] And for that reason, I'm going to walk you
through some examples and an exercise
[1:03] to help you get your reps in.
[1:05] But before we get to this exercise, let's
look at a typical templated email and
[1:09] talk about why it sounds templated.
[1:12] So, in my opinion, a huge reason for these
robotic sounding emails is that people focus
[1:17] on creating templates rather than writing emails.
[1:21] And when you work off of a template, you're
basically searching for predefined personalization
[1:26] fields to satisfy the template.
[1:29] When in reality, it should be the other way around.
[1:33] For example, a template might look like this.
[1:35] "Hi {name},
[1:36] I was reading your post on {topic} and really liked
how you mentioned {something_that_you_liked}."
[1:42] No matter what you put into these
blanks, it's going to sound unnatural.
[1:47] Now, a much better way to do this is to write
a personalized email to one of your prospects
[1:52] and then extract personalization fields,
if any, to see if it can be templated.
[1:58] Here's what an email might look like:
[2:00] "Hey Frank,
[2:01] Wondering if you've tried broken link building
since you wrote this post (in 2019 it seems).
[2:06] I know that the Forbes writer you mentioned said
they converted links at 20%, but boy oh boy… it's
[2:12] tough to believe you can still convert
links like that today with BLB."
[2:16] So if we extract the personalization fields from
this sample, then we'd need to find the URL of
[2:21] the contact's page, the publishing date,
the competing page's company name,
[2:26] and the 20% part.
[2:28] Now, the beautiful thing about the hybrid
method is that all of these personalization
[2:32] fields aside from the year of publishing can
be easily templated because we're sending
[2:38] emails to segments.
[2:40] For example, our segment for the example
we just went through would be people who
[2:45] link to Forbes' hypothetical page on broken
link building because of their 20% success rate.
[2:50] Now, if we were to templatize this
email, it'd look something like this:
[2:55] "Hey {name},
[2:55] Wondering if you've tried broken link building 
since you wrote this post (in year it seems))."
[3:00] And we'd link to the prospect's URL
with some HTML and a merge field.
[3:05] And everything after that would be
the same because we're only sending
[3:09] this email to our 20% segment.
[3:12] Now, if you struggle to write natural
outreach emails, you can do this simple
[3:15] exercise of writing an email and
extracting merge fields from it.
[3:20] Let's dig deeper into this exercise
and write an email together.
[3:23] But first, we need a scenario to work with.
[3:26] Let's say that you have a personal finance blog 
and you wrote an awesome post on budgeting.
[3:31] Now, as you're researching a competing
page's link profile, you notice that a good
[3:35] chunk of their links are attributable to a point 
around the 50/30/20 budgeting method.
[3:41] Now, for illustration purposes, we'll say
that you have a way better budgeting
[3:45] method that you created.
[3:46] So a rough pitch angle can be something
like, "the 50/30/20 budgeting rule sucks.
[3:52] I made this awesome new method that
you're going to love because of X Y and Z."
[3:57] Great, we have a segment to work with
and it's time to start drafting our email.
[4:02] The first thing to do in this exercise is to
choose one prospect from your segment
[4:06] and write an email to them as if they're a friend.
[4:09] Let's choose this one.
[4:10] Now, the page is clearly recommending to
use the 50/30/20 budget rule and again,
[4:15] our hypothetical post has a better method 
– let's call it "the 40/10/10/40 rule."
[4:21] So as a first draft, I might write:
[4:23] "Yo! Quick question: I'm seeing that you
recommend the 50/30/20 budget rule
[4:27] on your blog.
[4:28] Are you personally using this?
[4:29] Because I think it's a super impractical way
for millennials to save with mortgage
[4:34] payments, kids, college funds etc.
[4:37] Basically, the money printers are going brrr.
[4:39] If interested, I wrote about why the 50/30/20
budget rule is impractical and an alternative
[4:45] method on my blog which is better for
millennials (the 40/10/10/40 rule).
[4:50] There's a spreadsheet in there
too if you want to give it a shot.
[4:52] Let me know what you think and a link to my
post would be super appreciated if you agree
[4:56] with my method.
[4:57] And if you don't… fight me.
[4:59] Kidding. Miss you. Sam"
[5:01] This is obviously far from what you might
send to someone, but the point of this step
[5:06] is to a) break away from templates so
you sound a little bit more like yourself;
[5:11] and b) to go in with the mentality of delivering
value because that's what friends do for each other.
[5:17] Alright, so that email took me
around 4 minutes to write.
[5:20] So I'm going to move on to step 2 which
is to go through our first round of edits.
[5:25] And at this stage, you'll want to remove any
empty statements, false flattery, and language
[5:30] you typically wouldn't use with a stranger.
[5:33] So I'll change "Yo" to "Hey Frank" and
remove the "Quick question" part
[5:38] because it's kind of pointless to have.
[5:41] Now, this part where I say that it's "a super
impractical way to budget" comes off a bit
[5:45] strong and arrogant, so I'll change it to…
[5:49] "Are you using this method because I've
personally found it to be an impractical
[5:52] way for millennials to save with mortgage
payments, kids' college funds etc."
[5:58] And in my opinion, this "personal angle"
changes the context from "people who
[6:03] use this method are dumb"
to "it didn't work for me."
[6:07] Now, the "money printers going brrr" part
is a finance meme related to the federal
[6:11] government printing money
which has led to asset inflation.
[6:15] It doesn't really sit well with
me, so I'll change this line to:
[6:18] "With rising inflation and wages having
barely budged, allocating 30% to wants
[6:24] and 20% to savings seems
like a recipe for disaster."
[6:29] The next part seems fine at first read.
[6:31] But the "lmk" part that comes
after is a bit too informal.
[6:35] Plus "let me know what you
think" is an empty statement.
[6:38] So I'll rework this sentence to…
[6:40] "If you agree with my method, a mention
in your post would be super appreciated.
[6:45] Alright, so this looks okay for me so I'll
move on to the next step which is to ask
[6:49] someone for feedback.
[6:51] And to give you a real simulation
of what this might look like,
[6:54] I asked my friend and outreach
extraordinaire, Bibi Raven, for input.
[6:59] Let's take a look through her feedback.
[7:01] So in the first part, "I'm seeing that you
recommend", she says that it's good to
[7:05] get straight to the point but prefers to use
some sort of "nicety" comment before the intro
[7:10] to make it sound more genuine
and not like a zillion other emails.
[7:15] And the example she uses is wishing
people an excellent cup of coffee.
[7:19] Now, she's not talking about
fake flattery or anything like that.
[7:22] If you've ever talked with Bibi, when she says
these things like hope you have an excellent
[7:27] cup of coffee, I think she actually means it.
[7:31] But it's just not me, so I'm not going
to take her suggestion here.
[7:35] And I think an important takeaway from
this is that you shouldn't try to sound or
[7:39] be like someone else because it will surface 
in your email copy and play against you.
[7:45] Alright, so next, she left a comment on this
part: "your blog," and she suggests using
[7:51] the brand's name because a lot of link
builders use this phrase in their outreach.
[7:56] Now, while I agree on the whole, there
are 2 reasons why I'm hesitant to take
[8:00] the suggestion.
[8:01] #1. I don't think it'll be worth the additional
effort to manually format each person's
[8:06] brand name.
[8:08] And #2. Emails sometimes look more templated to
me when people use a personalization field here.
[8:15] For example, if I had a blog at samoh.com
and someone said… "I'm seeing that you
[8:20] recommend the 50/30/20 rule on
the Sam Oh blog," it just sounds weird.
[8:25] So rather than potentially overcomplicating
this part, I'm going to pass on this suggestion.
[8:31] Now, the next part, I say: "are you using
this method because I've personally
[8:35] found it to be an impractical way."
[8:38] And Bibi brings up a couple of great points.
[8:40] First, she says that I've made this email about
me and the site owner/editor when it should be
[8:46] centered more on their audience.
[8:48] Agree!
[8:49] Second, she says that this isn't really a
question, but it's actually implicit criticism.
[8:54] And the example she uses makes it crystal clear.
[8:57] "Are you still using hairspray
because I think it's bad for you."
[9:01] It just sounds awful, so I think
this needs to be rewritten.
[9:05] Now, the next comment is a small
one and I fully agree with her.
[9:08] On the "etcetera" part, she says it just
adds vagueness to the statement.
[9:12] There's no denying that.
[9:14] Moving on.
[9:15] The part where I say "if interested," she
suggests a small edit so that I'm speaking
[9:19] directly to the reader – "If you're interested."
[9:23] But, she offers an alternative
which I like better.
[9:26] She says to not make it an "if"
thing but to write more confidently.
[9:30] So this sentence needs to be reworked too.
[9:33] Alright, on to the more critical stuff.
[9:35] For the pitch part, she tells me that
it doesn't sound enthusiastic.
[9:39] Why not mention why it's better, why it fits
their audience, results people have gotten,
[9:44] and more juicy stuff.
[9:46] Basically, she's pointed out how weak my
pitch is and she is absolutely bang on.
[9:52] So there's another rewrite
that I fully agree with.
[9:55] Now, on the spreadsheet part, she says it's good
not to push too hard because from her point of
[10:00] view, it just sounds "whatever whatever."
[10:02] And if I take myself out of this bubble
where all people love spreadsheets, it
[10:08] becomes clear that it truly
is "whatever whatever."
[10:12] And within her comment, a suggestion
that really resonated with me was to tell
[10:16] them how my budgeting method
has brought value to others.
[10:20] So I'll definitely take that
suggestion in my rewrite.
[10:23] As for the last part of the email, she tells
me that this sentence sounds similar to
[10:27] what other link builders use so basically, 
another rewrite that I agree with.
[10:32] And for the sign off, she says to use
a more creative, warmer sign off.
[10:36] I'm actually fine with cheers, but her "may
the budget be with you" made me smile so
[10:40] I'll use something along those lines.
[10:43] Last but certainly not least, she made a
comment on the overall flow of the email.
[10:47] She said: "Maybe it's weird, but I also like
to look at how you start each section in
[10:52] your email.
[10:53] In this case, it's I'm, if, if."
[10:56] Now, when I saw that, I realized how focused the
email is on myself and my passive statements.
[11:03] Alright, so after soaking in all of her feedback, I
took another 15-20 minutes to rewrite the email
[11:09] and here's what I came up with.
[11:11] "Hey Frank, I see that you're recommending
the 50/30/20 budget rule on your blog.
[11:15] It's definitely a great method if you own assets,
but it has some drawbacks – especially for
[11:20] millennials and households that
make under 80k/year in the US.
[11:24] With rising inflation (money printer go brrrr)
and wages moving at a much slower pace,
[11:30] most households need to allocate more than
50% to needs and have very little left for wants,
[11:36] let alone savings.
[11:38] Another budgeting method that your audience
might appreciate is the 40/10/10/40 rule.
[11:43] It's when you [Whatever it does because
it's not actually a real thing].
[11:48] It's worked for people like:
[11:49] Jane, a single mom from Ohio, who's now able
to contribute to her children's college savings;
[11:54] Derek, a recent grad, who was able to pay
off his student loans in 2 years with the help
[11:59] of our spreadsheet;
[12:00] Jamie, an executive at a tech company
that's now saving 23% more each year,
[12:06] which she donates to charities.
[12:08] I wrote about this budgeting method
on my blog and would love to get your
[12:10] thoughts and opinions.
[12:12] Also, if you dig it, a mention in your
post would send me to the moon.
[12:16] Happy budgeting, Sam"
[12:18] It's a bit long, but I'm relatively happy with
this email, so let's move on to the next step
[12:23] which is to see if it can be templated
without sacrificing the personalized feel.
[12:29] So assuming we were sending this to anyone
who's recommending the 50/30/20 budget rule,
[12:34] I think the only thing that would need
to change is the name of the recipient.
[12:38] And the size of our segment in this
case, would be up to 465 prospects.
[12:45] Now, all you have to do is rinse and repeat
the same steps for your other segments
[12:49] and you should be able to do hybrid
outreach in an effective and impactful way.
[12:55] Now, everything I've shared in this course from
prospecting to vetting to outreach can be done
[13:00] by yourself.
[13:02] But if you really want to scale up your link
building operations, then you'll need a team,
[13:07] a system, and workflows to follow.
[13:09] And that's what the next module is all about.
[13:12] In module 5, we'll be looking at link building
from a managerial and operational perspective
[13:18] so you can help your team reach maximum
efficiency in your link building efforts.
[13:23] I'll see you there.

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