**5 Pillars of a Cold Traffic Offer โ€” Transcript & Summary | SozAI** Source: https://sozai.app/transcript/5-pillars-cold-traffic-offer/ Learn the 5 essential pillars to craft effective cold traffic offers for outbound marketing campaigns that convert better. ## Key Takeaways - Cold traffic offers must be designed differently than warm traffic offers to succeed. - Focusing on making more money is the most effective offer type for cold outreach. - Deep research and targeting can compensate if you cannot change your offer. - Unique mechanisms and valuable lead magnets increase engagement and conversions. - Relevant proof and case studies build trust and credibility with cold prospects. ## What the video covers - Cold traffic offers differ from warm traffic offers and require specific structuring to be effective. - Eric Noslowski shares his 5 pillars of cold traffic offers based on years of cold email marketing experience. - Pillar 1: The offer should primarily help prospects make money or save 90% of their time or expenses. - Pillar 2: Deep targeting and research are critical, especially when converting warm offers for cold audiences. - Pillar 3: Present a unique mechanism or solution that the audience hasn't seen or heard before. - Pillar 4: Use a valuable, useful, and free next step or lead magnet to pull prospects closer. - Pillar 5: Provide relevant proof and case studies that resonate with the target audience. - Warm traffic captures existing demand; cold traffic aims to generate new demand and requires different offer strategies. - Make money offers convert best in cold email campaigns, while save time or save money offers must demonstrate significant impact. - Examples and case studies illustrate how these pillars apply in real campaigns. ## Chapters 1. 00:00 Introduction to Cold Traffic Offers 2. 01:32 Overview of the Five Pillars 3. 02:50 Importance of Relevant Case Studies 4. 04:12 Warm vs Cold Traffic Demand Capture 5. 05:38 Pillar 1: The Offer - Make Money, Save Time, Save Money 6. 06:54 Example of a Groundbreaking Offer 7. 08:19 Pillar 3: Unique Mechanism 8. 09:31 Pillar 4: Useful Free Next Step or Lead Magnet 9. 10:42 Pillar 5: Relevant Proof and Social Proof 10. 12:08 Summary and Final Thoughts on the Five Pillars Answers ## Questions about this video What is the main reason outbound campaigns fail according to the video? Outbound campaigns often fail because the offer is designed for warm traffic but is being pushed to cold audiences without proper adaptation. What are the five pillars of a cold traffic offer? The five pillars are: 1) The offer helps make money or saves 90% of time or expenses, 2) Deep targeting and research, 3) A unique mechanism not seen before, 4) A useful free next step or lead magnet, and 5) Relevant proof and case studies. Why do make money offers convert better than save time or save money offers? Make money offers convert better because they directly appeal to the prospect's desire to increase revenue, while save time or save money offers must demonstrate a significant, often 90%, impact to be effective. ## Full Transcript โ€” Download SRT & Markdown 00:00 Speaker A The reason your outbound campaigns, your marketing, your ads are not working is because of one thing. It is because your offer is not primed to be a cold traffic offer. It is most likely a warm traffic offer that you are pushing to cold 00:16 Speaker A audiences that isn't working. And today we're going to go over what I consider to be the five pillars of cold traffic offers, so you can take your current offer and try to create a new cold traffic offer or to be able to push more 00:29 Speaker A on the offers that you're doing today. If you don't know who I am, my name is Eric Noslowski. I've been running a marketing agency specializing in cold email for over 5 years now. And when I first started my agency, I just thought 00:42 Speaker A that some customers get results and some customers don't get results. But really, it's because you need a cold traffic offer. And this is something that I did not invent. Every marketing person knows about this and they talk about it, but I 00:55 Speaker A don't think anybody's defined it as clearly as I'm gonna attempt to define it today. And so even I'll watch some Daniel Fazio videos and he talks about how there are some offers that are made for warm traffic like sales coaching and 01:06 Speaker A things like that and other offers that are made for cold traffic. And everybody throws these words around, but we don't actually have definitions for them. So I compared every cold email campaign that we have ever run for any company. I took 01:19 Speaker A every customer that stayed with us for over six months and I put them against one of these five pillars to say which one of these five pillars do they actually show up with? Which one of them do they actually fit with? So that I 01:32 Speaker A could show those pillars to you. Now, at the end, we're going to show an example of a campaign where I think they hit all five pillars really well. You don't need to use all five pillars. I think you need to use at least one of 01:44 Speaker A them, though. But the more the better. So, let's jump in to this little presentation that I've made for us. In my opinion right now, I've been doing a lot of thinking on this, but for right now, I think these are the five pillars. 01:54 Speaker A One, your offer needs to be a make money offer or you're saving people 90% of their time or 90% of their expenses. 02:02 Speaker A We're going to get into all these much deeper. Two, the targeting and the research needs to be really, really deep. Really especially if you have a warm traffic offer that you're trying to turn into a cold traffic offer that the 02:15 Speaker A best thing that you can do is do really well researched outreach and that's really the only thing that's going to save you unless you can change your warm traffic offer. Number three, you have to show a mechanism that they haven't seen 02:26 Speaker A before. We're going to talk a lot about this, but you have to be able to show something that they haven't heard about, something that they wouldn't just wake up and ask ChatGPT for. Four, the next step is useful free or some kind of lead 02:38 Speaker A magnet that still pulls the audience closer to you. And I'm going to talk about a big mistake that somebody made with their lead magnet and how I helped them fix it. And then we want to talk about proof that actually transfers 02:50 Speaker A relevant case studies that you could say, "Hey, I've been there, done that with a company that looked exactly like yours. I'm sure I can help you as well. 02:58 Speaker A Let's talk." And so now let's dive, let's just talk generally about offers, right? So there's kind of this matrix of capturing demand and then generating new demand and then warm traffic as well as cold traffic. And so 03:11 Speaker A a lot of this I'm like extrapolating and putting my own words from the Client Ascension Daniel Fazio video. So again, you know, if anything looks similar, I'm giving credit there. But then these five pillars that we're going to 03:23 Speaker A follow up on are things that I've been thinking a lot about. And so you can either capture existing demand with warm traffic or you can capture existing demand with cold traffic. So warm traffic, they will be looking, they have 03:36 Speaker A referrals. They follow you. They're on your newsletter and they are already thinking about, "Wow, I could totally use an appointment setter right now," or "I need some sales training. My guys are not looking that good." And then they 03:46 Speaker A think, "Oh, okay, Alexi has a sales training, Jeremy Miner has a sales training." Or they type and they search Google search ads. And so that they've never heard of you before, but they have that intent, which I am talking about 03:58 Speaker A capturing that demand, and they're already warm because they're problem aware and they know that they need a solution. So you need to decide for yourself looking at your offer. Are you trying to capture existing demand that's in the market and trying to capture warm 04:12 Speaker A traffic or are you trying to generate demand and capture cold traffic and vice versa, whatever it might be. So now, let's jump in and let's get more specific about each of these pillars. 04:23 Speaker A Number one, your offer. Okay, so just a little speech about this. It's my opinion that there's actually six offers that exist in the world in totality. You can help people improve their life through health, which so you can help 04:36 Speaker A them lose weight, or you can help raise their social status, so Rolexes and things like that. In the context of B2B marketing, which is what this channel is about, throw those away. We're never going to be doing something like that. 04:48 Speaker A Then the four B2B offers that also are B2C offers, but the four B2B offers is helping people make more money, helping them save money, helping them save time, or reduce risk. I'm telling you right now, if you help people reduce risk, I 05:00 Speaker A have never seen that work in a cold email campaign. Just throw it away. I don't even want to talk about it. For some reason, people don't care about reducing risk from cold traffic. So now we're left with make money, save time, 05:11 Speaker A save money. Now, if you can have a cold traffic offer that helps people make more money, you want to talk about that in its entirety. That's all a make money offer. You want to stay completely focused on that because make more money 05:25 Speaker A offers convert better than anything else. I've seen it with all of our customers. You see Daniel Fazio's videos at Client Ascension. They talk about make more money offers. Make more money offers, they work better than anything else. So then I also saw some people 05:38 Speaker A that they converted but they had nothing to do with helping people make more money but they helped people save time. But when I see offers that help people save time or save money most of the time I would say they fall flat. 05:50 Speaker A And I did some more thinking about this. It's because they're not helping people save 90% of their time or they're not helping people save 90% of their money. 05:59 Speaker A So if you're going to use save time or save money as your offer, it really has to be a demonstrable time saving. Let's go into this real quick. So, if somebody comes to me and they say, "We can help 06:09 Speaker A you save 90% of your time on bookkeeping." That might be true for somebody who's doing their bookkeeping, but I don't do any of my own bookkeeping. I've never done any of my own bookkeeping. I don't know a single 06:21 Speaker A business owner that maybe the third vendor that they added when they started their business was a bookkeeper. 06:27 Speaker A So, if you tell somebody, I'll help you save 90% of your time on your bookkeeping, that's just not going to get them to move. The only people that are going to respond to that are the people who hate their current 06:36 Speaker A accountants, right? That's not going to be the case. But when Instantly.ai made unlimited inboxes and your only choice was paying per inbox on SalesLoft, Gong Engage, Apollo, Quickmail to then say, "Hey, I can help you reduce this," crushed the I, I 06:54 Speaker A remember where I was when I first heard about the Instantly launch on AppSumo. I was in my apartment in Miami sitting on my computer and my friends WhatsApped me. That was a groundbreaking offer that changed the game for outbound for a lot of reasons. 07:08 Speaker A And so we 07:20 Speaker A literally just send people emails and say you're probably paying for these tools per seat. We get really great deliverability and you get it all for one price. I think the CTA was even could I help run the numbers to see how 07:30 Speaker A much money you could save, right? And that just crushed like that we did that for a really long time. And then as that offer became more and more known and there was more competitors, it stopped working as much and we had to shift into 07:41 Speaker A other features and other unknown things which of course goes into our mechanism thing that we're going to talk about in a little bit. But so a great offer of an example was we were working with of somebody who helps make more money as 07:52 Speaker A well too is we were working with this company Ember that did newsletter stuff and we would literally say hey first name if you could target competitors customers would that be useful we turn newsletters into user acquisition funnel by growing them with users from 08:03 Speaker A competitors and complimentary products. We're growing an AI company by 36k subscribers per month and another brand by 22k per month worth a quick chat. I promise you, Anthropic responded to this message. Helping people make more money, especially when you add other pillars 08:19 Speaker A like a mechanism that they didn't know was possible crushes. So, if you're first looking at your offer, if you can help people make more money, talk about that. If you can help them save time or save money, talk about that second. But 08:30 Speaker A it has to be an inordinate amount of time or money. Like, you really have to be able to push it across the line. 08:35 Speaker A Number two, the research that then creates the offer. So now if you are if you do have what is more close to a warm traffic offer researching leads. So a perfect warm traffic offer that you cannot sell cold is sales training. Even 08:51 Speaker A the biggest sales trainers in the world don't even sell to like sales training directly cold. Grant Cardone I've seen the inner workings of the Grant Cardone marketing funnel. They sell the book first. They get it in your hands. Then 09:04 Speaker A they try to get you to come to a webinar. And then from the webinar, they try to get you to come to a virtual event where you have some like more coaching and then they try to sell you 09:12 Speaker A into in-person events. And then at the in-person events, they try to sell you into the sales coaching. Maybe after the webinar, they'll try to sell you into their sales coaching academy and stuff like that, too. But they basically never 09:22 Speaker A sell people straight into the sales coaching. If you were able to find a list of people who just recently hired eight new sales reps, that's the best shot you have. Or they posted on LinkedIn and said that they needed sales 09:34 Speaker A training or something like that. If you, and I'm only saying this, and this list is going to be small, of course, but I'm saying this because if you have a really, really tight list, it's almost like that list becomes your warm 09:47 Speaker A traffic. And so, if you feel like, oh, I don't have a cold traffic offer, then you're going to have to lean on this. 09:51 Speaker A And that's that's going to be the biggest thing that you're going to have to do. So, for example, I was even just talking to another company that they helped people create QR codes. So, if you were the the event sponsor at the 10:03 Speaker A World Cup, they helped people create QR codes for that. No way could you just randomly go up to people and just say, "Hey, you know, if you've got any big sponsorships going on, do you want to create QR codes so you can run this 10:14 Speaker A contest?" And then you can capture emails from people during the event. You're not going to sell that cold. So, I suggested to them, hey, you should re like use parallel.ai to find anybody who advertises with the NFL, with the NBA, 10:27 Speaker A the World Cup, major marathons, all these things. And then you need to make yourself a calendar and two, three, four months out when the event comes back again, see if they're sponsoring again and then tell them that you could help 10:38 Speaker A them with this activation thing and all this stuff. Or if you were to just literally email people and say, "Hey, do you have a bad parking lot? We can help fix your parking lot." That like that that's just not going to work. But if 10:51 Speaker A you say, "Hey, your Yelp reviews say that people say the parking lot has too many potholes, or your Google reviews say that the parking lot has too many potholes, or I did a satellite image search and I found too many potholes. 11:02 Speaker A Would you want to talk about how much like how easy it would be to get this done in a day?" That would that would work inordinately better. So, second thing is your research can help drive that traffic as well, too. And if you 11:15 Speaker A need it's more of a warm traffic offer, even though you're using cold outbound, you could still convert that, right? 11:20 Speaker A Number three, a novel mechanism. Okay, so I think that a minority of the reason of why cold traffic is losing its effectiveness and you have to send more volume to get the same amount of results is because of the fact that more people 11:35 Speaker A are sending more emails. I think that's only slightly the the problem. The bigger problem I believe is that buyers are so much more solutionaware that I mean even and just look at your emails that you receive in your inbox. 11:51 Speaker A The services that they're pitching, you already know that these things exist and if you wanted to engage with them, you would go out and engage with those things. You there's there's not something that's like, oh, I've never heard that this thing was possible. And 12:02 Speaker A a perfect case study of this precisely was I don't know if we were one of the first people to do it. I'm not going to say that. I'd never seen anybody talk about having an AEO service and then 12:13 Speaker A doing a Chatbt audit in the email and then sending that to people. So, we worked with scrunch.com and this landed skims. You can look up scrunch.com's website right now. We got the lead for skims. Skiims is on their website right 12:26 Speaker A now. Like that happened. I had never seen this email done before, but it's completely obvious. We would literally say, "Hey, I was looking for product on ChatBT and your two competitors popped up, but you guys didn't. This was the 12:38 Speaker A search that I used. I'm located here. Would you want to see a full report of why they're showing up and you're not showing up? We could talk about it on a call." That crushed. And I have literally seen that diminish its 12:51 Speaker A returns. It right before my eyes. I when I saw that was crushing, I was like, I want to work with as many AEO companies as we possibly can. Crush, crush, crush, crush, crush. and then over the month it 13:00 Speaker A just goes down down down down and it's not working as well. And I think it's because this is just a known thing. All right. When I say it's not working as well, it still works, but it really works with the bottom part of the 13:11 Speaker A market. It doesn't work with the e-commerce brands and the SAS brands that you really want to be working with. 13:16 Speaker A And we've literally seen a deterioration of the playbook. And so, like I said, it still works and it is still the playbook that if you're running an AEO company, you need to be running. But they know that this is possible. They they've seen 13:27 Speaker A it before. And so I was also looking at some of our customers and they have novel mechanisms that they had never heard of. Another example, a company called Salesflare. We were working with them for a little while and they were 13:39 Speaker A like a they're like a top five CRM. They're not like a little CRM. But when you email people and you say, "Hey, do you want to use our CRM? We have all these features. You should switch away from HubSpot blah blah blah blah." 13:50 Speaker A Nobody really cared about that. But then when we said, "Hey, we have a LinkedIn Chrome extension that anytime your reps have a conversation with somebody on LinkedIn and they forget to log in the CRM, don't worry. Our Chrome extension 14:01 Speaker A will log that into the CRM so you could track all of the activity." Could I show you how it works sometimes? That would work. And so having a mechanism that they didn't know was possible works really well. We also worked with this 14:11 Speaker A company AimLogic and their whole pitch was, "Hey, Gym Shark, we could tell you everybody that is searching for Nike.com or we could show you a fraction of people that are searching for Nike.com and landing on nike.com's website directly. We'll give you the SHA 256 14:26 Speaker A code so you can run advertising against those people. JP Morgan Chase trusts us to do this. Would you want to talk about doing the same thing?" And that works really, really well as well, too. So there has to be some kind of novel 14:37 Speaker A mechanism that they didn't know about because they're so aware of solutions in the market right now. The other thing is that getting them to say yes, the best cold traffic offers have a free next step, a valuable next step or some kind 14:51 Speaker A of insight. It has to answer the question, okay, if I'm going to say yes to this email, what am I going to get in return? And there has to be enough friction with that. I see so many people 15:01 Speaker A who they're pitching free Loom video audits or something. And while that strategy was awesome 2 years ago, anytime we try the Loom video strategy audit, we get tons of yeses, but then people send the Loom videos and then 15:15 Speaker A they don't necessarily book meetings in a good way after that. Or if we're saying we'll send you a 90-day audit or we'll send you this free thing. They'll say yes to the free thing, but then there's a lot of problems booking the 15:24 Speaker A meeting after that. And so there you're getting too many hand raisers and not enough meetings booked. Perfect example of this. I was helping a chocolate company with their outbound campaigns. 15:32 Speaker A And they were saying, "Man, we get so many yeses. My positive reply rate is amazing, but I'm not getting meetings booked." And I said, "Okay, what's going on? Why do you think this is happening?" etc. His CTA was, "Hey, we have a 15:44 Speaker A platform. I'll send you $200 so you can order chocolate on the platform." And I was like, "Okay, great. That's a great CTA. We just need to make the CTA bring them closer to us instead." And so then we say, "Hey, we have a platform you can 15:56 Speaker A order the chocolate on on a call. I'll show you the platform works by sending you chocolate and after the call, I'll give you $200 gift card so you can buy whatever you want." And then that got them to book the meetings from there. 16:06 Speaker A Right? So the next step needs to be valuable. The next step needs to be free. The next step needs to be insightful. But you want to have use that next step to bring them closer to you. You don't want to to just be 16:19 Speaker A handing out free things all the time and then not have anybody take a step closer to you. says the the big thing too. And then point five is that you're using relevant social proof to be able to to 16:30 Speaker A get their attention. So if I were to say to any outbound or martekch company or sales tech company and say, "Hey, I was the one that helped Clay get from $150,000 in ARR to $2.2 million in ARR. 16:46 Speaker A I was employee number 10. I strictly did it with content marketing and I did it with outbound systems. could I show you the playbook and then maybe we could implement that same playbook for you? I think many people watching this would 16:56 Speaker A agree with me. What company would not take us up on that offering? If I were to say, "Hey, I'm the guy who's sending uh the cold emails on behalf of Reddit to get advertisers." And I say this to 17:07 Speaker A Twitter. We already have this playbook that's getting tons of advertisers. This is what it looks like. Would you want to talk about us running the playbook for you as well, too? Now, we I didn't there's not even an offer. I mean, 17:16 Speaker A technically, that's a make money offer. Okay. So, it it's not standing on a pillar by itself. They know that cold email is possible. It's not a new mechanism that they've never heard of. 17:27 Speaker A It's not anything. We're not It's not even Well, I mean, it's segmented because we're going after other advertising companies as well too. But the whole message is hinging on the relevant social proof. So, we were even working with a where did it go? An SEO 17:42 Speaker A company that the only thing that ever worked for them was there was this huge manufacturing company that everybody in the industry knew about, but there was only 200 other companies. And so when you just literally the only thing that 17:52 Speaker A worked for them was hey we were the ones who did the SEO for this would you want to talk about the playbook again it just it worked for somebody outside of of me there and so again we have the five 18:01 Speaker A pillars we have to be clear about the economic out outcome does it make more money or does it remove 90% of the cost or the time other people when you're viewing these vid this video you might say okay in the pillars what about a 18:13 Speaker A guarantee I would totally put a guarantee into how you frame your offer in there as well too your research trigger How do you do your segmentation? 18:21 Speaker A How do you know that they already have a problem and that you're emailing them at the right time or messaging them at the right time? A novel mechanism. Are you teaching them something that they didn't know was possible? And now you could 18:32 Speaker A teach them, you know, a new strategy or a new cutting edge tactic, an easy next step that brings them closer to you, and then that relevant social proof. And so, we've got all of this here. I don't know 18:41 Speaker A why AI put it on a timeline. It doesn't need to be on a timeline. And so now I would say that Google reputation management has the possibility for a perfect cold email. And now when I define perfect cold email, I mean this 18:54 Speaker A in the means of they hit all five of these pillars. You could change around this copyrightiting and and see what happens. But this email gets more positive responses than the others, which I think makes it perfect. And so 19:09 Speaker A what I mean by others is we've tried doing this with just research and then the relevant case study. We've tried to do this with just the easy next step and no research. We've tried to do this with the research and the easy next step and 19:26 Speaker A then not the relevant social proof. And this email outperforms all of them even though the rest of them are shorter. And so when we say subject the review Karen left, hi first name. I saw the onestar review Karen left about specific issue. 19:40 Speaker A We may be able to remove it for you and you only pay if it comes down. So now a couple things here. Well researched. We know that they have negative Google reviews. We may be able to review it and 19:49 Speaker A you only pay when it comes down. Guarantee implicitly they know with more positive reviews and less negative reviews. They're going to make more money. So even though it's not implicitly or explicitly a make more money offer, implicitly this is a make 20:01 Speaker A more money offer. We recently removed 24 unfair reviews for another industry business in city relevant social proof. 20:08 Speaker A Somebody close to them in their city as well too. And this I think would be even better if we did company name too. So is like this other plumbing company that we could name in the city. Let me know if I 20:19 Speaker A can call phone number just a nice attention grabbing uh personalization here to talk about what case we can make on your behalf. So this is not a meeting about selling you about this thing. This is, hey, take the next step towards me. 20:31 Speaker A But the next step towards me is you explain what happened over the phone so I can make the case on Google's behalf. 20:37 Speaker A And of course, that works because you only pay if it actually comes down. Now, one addition I would make to this that didn't get included because AI put this presentation together is signature. PS, if Karen's review was real, but the 20:51 Speaker A review Bob left about your team being late was not real, just let us know. We can work with any review. It doesn't have to be Karen's because some people in cold traffic, they're responding to these emails so fast that it's just like 21:03 Speaker A they're like, "No, Karen's review is fine. Like Karen's review is legit. I don't want to hear about it. We can't get it taken down or something." And they don't think about the fact that it could be done for other reviews. And uh 21:13 Speaker A so you want to have like if you're relying on like Karen's review can be taken down, you want to have an out to show them that you could take care of something else as well too. But anyway, I've been thinking a lot about what are 21:25 Speaker A the five pillars of a cold traffic offer. There might be more. I'm definitely open to that. I compared this against all of our customers that paid us more than six months of invoices and I was saying, okay, they have relevant 21:35 Speaker A social proof and they have good research. They have a make money offer and they have a unique mechanism, right? 21:41 Speaker A And I was going through all of them and I came out with these five on the other end. If you have other suggestions, I'd love to hear about them. But otherwise, I hope this is helpful as you try to 21:49 Speaker A construct your outbound messaging and the offer that you're actually going to be using. Topics: cold traffic offer outbound marketing cold email campaigns make money offer lead magnet targeting and research unique mechanism case studies warm traffic vs cold traffic Eric Noslowski Study this video - [Flashcards from this video](https://sozai.app/tools/ai-flashcard-generator/?from=transcript&id=79912) - [Quiz on this video](https://sozai.app/tools/quiz-generator/?from=transcript&id=79912) Free, made by AI from this transcript. No signup. --- This is the markdown twin of https://sozai.app/transcript/5-pillars-cold-traffic-offer/ โ€” the same content, without the markup. Published by SozAI (https://sozai.app). Reuse and quotation are allowed with attribution and a link back. Machine-readable index: https://sozai.app/llms.txt ยท data API: https://sozai.app/api/