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Outreach Based On Something Common Playbook

Updated: Apr 12



Send an email sequence to a prospect who you discovered based on their social media profile and who you have something in common. The follow-up emails will include relevant content to build a relationship with the buyer, help the buyer, and introduce him or her to your service.


Email Sequence


  1. Introductory Email: Introduce yourself and mention how you have something in common. Introduce your relevant offering and how it applies to what you have in common. Share case studies to help them see the value of your offering. Ask to schedule a meeting.

  2. Reminder Email: Remind them of what you have in common and provide additional case studies. Ask for a meeting.

  3. Referral Email: Ask them for a referral if they are not the right person. Provide a company overview that they could share with others introducing your offering. Request they provide the next steps.

  4. Final Invite Broad Email: Give them an overview of all your services in case they may be looking to solve additional problems they may have that you did not discuss. Let them know they can reach out anytime.


Personalize <<personalize_tag>>: Contact First Name, Contact Company, Item You Have In Common


Add content [[insert_content]]: Case Studies, Company Overview, and Overview Of All Services.


Email Best Practice


  • The subject line between 28 and 50 characters. Three to four words.

  • Email body between 50 to 125 words of text.

  • Remove extra words from the email body.

  • Make your email closing lines powerful and intriguing.

  • Personalize your email content and keep it conversational.

  • Answering three key questions—what are you offering? How will it help the reader? What should they do next?

  • Send out 2 to 5 emails per month.

  • Use 1 to 3 images.

  • Emails should be at a third-grade reading level.



Best Practices


  • Assign someone to search social media or lead databases and find profiles of potential prospects that may be likely interested in your product or service and that you have something in common.

  • Read all about the prospects to identify high potential prospects based on their profile and other details.

  • Find several prospects that have the same general problem and require the same skills. Build a prospect list. You may end up with several segments of prospects that have different needs.

  • You can use LinkedIn or the company website to identify the right team of people that will make a buying decision. Target multiple people in a company. Once you identify the people in a company, use a service to find their email address and contact information.

  • Create a list of companies and assign those companies to a particular salesperson or virtual sales assistant.

  • Create a tailored offering for each segment and content to get them interested.

  • Start emailing those you have in common and then expand to their team.

  • Modify the following email sequence and tailor it to your offer and content.

  • Launch multiple campaigns for each segment identified.


Get Started


Click the link below to view this template and use it in your next campaign.




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