Because they're being sent to the wrong people.

If you don't intimately know your ideal customer profile (ICP), you'll be shouting your offer into the hole.

But when you have a laser-focused lead list, everything changes.

Suddenly, you're able to reach the exact decision-makers who are most likely to need, want, and afford your services.

Your message cuts through the noise because it's hyper-relevant to their specific goals and challenges.

But beyond just research, you need to understand how all of this impacts and ties back to your product and solution.

You have to connect the dots between your offer and their unique situation and needs.

One key distinction - your market and ICP aren't necessarily one and the same.

Your market consists of the broader ecosystem and edge around your core product and solution. It includes all the players, data sources, watering holes and other elements that influence and shape demand.

Your ICP is the specific segment, persona or company profile within that market who is most highly qualified and likely to buy, based on a mix of demographic, firmographic, behavioral, and technographic traits.

To scale your outbound effectively, you need to understand both in depth - your ICP forms the core target for your outreach, and the broader market intelligence helps you craft relevant messaging, find pockets of opportunity, and shape your longer term category development.

Or what you can do is get GPT and go with this flow

The reason we do this is that if you just considered SAAS companies and sent them something like:

Seems reasonable, right?

But here's the problem - there are hundreds of thousands of software companies globally. Your message becomes lost in a sea of generic outreach that floods decision-makers inboxes daily.

Now, that’s why we previously took time to build ICP.

See the difference? Your message instantly stands out because it demonstrates a deep understanding of their specific context.

This level of targeting precision is what separates campaigns that generate consistent meetings from those that get ignored.

To build targeted lists at scale, you need access to quality data sources.

For this instance, filter for e-commerce brands using Shopify Plus who are based in the United States and do at least $10M per year.

Within a few clicks, you'll have hundreds or thousands of viable leads to contact.

3. Export this list as a CSV and we can move on to the next step.

4. You can now verify the list or you can enrich the list, I would recommend to enrich the list in Clay, but if you want to start sending immediately then just verify the list using millionverifier.com

Ok, you've put in the work to understand your ICP and market, and you have your list ready - now it's time to translate those insights into messaging and offers that can't be ignored.

But let me be clear, your offer isn't your resume of skills or how much experience you bring to the table.

The transformation they achieve in exchange for their money. In simple terms? It’s the ROI they see from every dollar spent with you.

Nail all five of these, and you’ve got a powerhouse offer on your hands.

Sounds simple, right?

But here’s where most people trip up: what you think is a great offer doesn’t mean your prospects will feel the same.

It’s not about what makes sense in your head; it’s about what resonates in theirs.

Finding the right offer isn’t a one-and-done deal. It takes testing, tweaking, and a whole lot of real-world feedback. You’ll run into offers that seem bulletproof in theory but flop in practice. That’s okay.

The key is refining until your ideal customer profile (ICP) can’t resist saying “yes.”

Because at the end of the day, an offer that feels great to you means nothing if your prospects don’t see the value. And when they do?

rrThat’s when things start moving fast.

The key to creating irresistible outreach is specificity and relevance - the more you can speak directly to your prospect's unique situation and needs, in the language they use themselves, the more likely you are to earn a response.

Remember, your prospects are bombarded with generic sales messages every single day.

The "Just following up" or "Can I get 15 minutes on your calendar?" emails that provide zero value and could apply to anyone.

If you want to stand out and get their attention, you have to zig where others zag.

A few high-level principles for crafting compelling messaging:

Remember, your leads don't care about you - they only care about what you can do for them.

The key is to pique their curiosity and make them want to learn more. You're not trying to sell them right away, you're just trying to get them to raise their hand.

According to research by Epsilon, 80% of consumers are more likely to do business with businesses that offer a personalized experience.

Now, when most people hear the word "personalization" they usually think it means writing a completely customized 1:1 message to each individual prospect.

And while that kind of hyper-personalization can absolutely work well in small doses for your highest priority accounts - it's simply not feasible to do for every single person you're trying to reach.

If you've got an SDR spending 20 minutes researching one prospect to find a couple details to include in their email - that's just not scalable (or an effective use of their time).

Leveraging technology to include relevant details about your prospects at scale - without having to manually research and customize each individual touchpoint.

So what does that look like?

The key is what we call "Dynamic Personalization" - inserting variables into your outreach templates that automatically pull in relevant info about the prospect and their company.

Most sales outreach tools have this functionality built in these days.

Then, when you send your outreach, the tool will automatically populate those fields with the right info for each prospect based on the data in your CRM or enrichment tool.

And let the tool do the heavy lifting of pulling in all those relevant details.

This allows you to create the same highly personalized feel of 1:1 outreach - but at scale across all your prospects in a fraction of the time.

Now, this kind of dynamic personalization does require a bit of up front work to get right.

First, you need to make sure you have your data in good shape. If your list is a mess or you haven't enriched your leads with the right info - the personalization won't work.

So priority #1 is making sure your data is clean, structured, and enriched with key details about your prospects' companies, roles, and backgrounds.

Tools like Clearbit, Zoominfo, Clay, and GPT can help a lot with this by automatically pulling in data to flesh out your leads.

Second, you need to build out a library of personalization templates and snippets that the dynamic tags can pull from.

For example, you might have a template for enterprise companies that pulls in details about their recent funding rounds, acquisitions, or hiring plans.

Or one for a specific industry that references key trends, news, events or even recent LinkedIn post.

The more relevant and tailored you can make these snippets, the better.

We actually have an entire library of dozens of these personalization templates and snippets that we've built out over the years across different industries, company sizes, roles, and so on.

So when we're working on a new campaign, we can go in and grab the most relevant ones to layer into our outreach vs having to start from scratch every time.

Third, you need to think strategically about where and when to deploy personalization in your outreach.

You don't want to overdo it to the point where every sentence is a dynamic tag and it feels robotic or forced.

Weave in 2-3 key personal details max. Any more than that and it starts to feel creepy like you've been stalking them online for days.

And be intentional about which touchpoints you choose to personalize.

The first email or two is usually a good spot, since you're still trying to capture attention and stand out. Personalizing your LinkedIn invite or voicemail is another good option.

But for later stage followups or breakup messages, it's ok to go with a more generic approach. The research has already been done on the front end.

Finally - just because you CAN automate personalization, doesn't mean you always SHOULD.

For high priority accounts or hard-to-reach prospects, it can still be worth doing the extra manual research to find unique, relevant points of connection that aren't available in any database.

Maybe you find out they were recently quoted in Forbes on a topic relevant to your outreach. Or see that they tweeted about moving to a new city that you also have ties to.

Those kinds of unique, 1:1 details can help you go the extra mile and show that you've done your homework in a way that really stands out.

So the key with personalization is striking a balance. Use automation and dynamic tags to scale it across your campaigns as much as possible.

But don't be afraid to also go deep and get creative when it's worth the extra effort for those big fish.

When done well, personalization can be an incredibly powerful lever for your outbound. We've seen companies 3-5x their open and response rates by weaving in just a few key details across their touchpoints.

So if you're not doing it today - definitely put it high on the priority list of things to implement.

Trust me, it'll be well worth the effort.

Now that you have your copy ready, we need to set up campaigns.

Then you can also use here premiuminboxes or mailr.io for diversified infrastructure.

Some of Alex Hormozi's biggest deals came not from the initial email, but from a follow-up.

Just because a lead doesn't respond right away doesn't mean they're not interested.

They might have just gotten busy or forgotten to reply.

That's why automating your follow-up sequence is so clutch.

You can effortlessly keep your offer top-of-mind and give them multiple opportunities to engage - without being pushy or annoying.

Each email either provides value, overcomes an objection, or makes a clear (non-salesy) ask.

You're giving them multiple soft touches and chances to respond.

Of course, you'll want to A/B test your subject lines, body copy, and CTAs to see what resonates best.

But this framework is a proven starting point.

To automate this on the backend, you can use a tool like Smartlead or Instantly.

These platforms allow you to pre-load all your leads and emails, and then put them on autopilot.

You can even automatically pull out contacts who book a meeting or respond, so you're not spamming them with extra emails.

By leveraging automated follow-up, you ensure no lead slips through the cracks.

You have a process for systematically filling your pipeline, day after day, week after week.

There are many layers to a cold email system.

If results are not good, there is typically one crack in the system that ruining the entire system.

Just change one variable at a time and let it run for at least 250-500 sends before deciding a winner.

Small tweaks can drive huge performance gains.

Sometimes your messages will get stuck in spam filters or promo tabs. Other times leads may just miss them in the sea of their inbox.

This allows you to seed your message across different mediums and stay top-of-mind.

Just don't go overboard - stick to 2-3 channels max so you don't come across as stalker-ish.

At the end of the day, a true omni-channel approach gives you the most "at-bats" to capture a lead's attention.