0:00:03 – Introduction to Workshop
- The workshop kicks off with an introduction to Landon Atkinson’s success in scaling a newsletter strategy that generates around $140,000 per month for his agency, Opt-ins IO.
- The strategy was developed over just six weeks and involves creating newsletters as lead generation machines.
- Landon is sharing the steps to replicate his process, which involves lead magnets, newsletters, inbox management, and omnichannel follow-ups.
0:03:00 – Transition from Ads to Organic Lead Generation
- Landon discusses his shift from heavy ad spending to organic lead generation through newsletters.
- Key Insight: Spending over $4.5 million on ads led to his realization that there must be a predictable, ad-free system for consistent lead generation.
0:05:14 – Initial Email Campaign and Results
- He breaks down his initial email campaign strategy: sent 11,000 emails, achieved a 38.47% positive response rate from 1,411 replies, and generated a list of 3,100 leads in seven days.
- Challenges included a delivery system being blocked, leading to a shift to company emails (instead of Gmail or Outlook).
0:07:25 – Differences Between B2B and B2C Newsletter Strategies
- B2C Strategy: Focuses on a sub-topic relevant to the ideal audience but not directly related to the product. For example, targeting people interested in life insurance with topics like home decor or retirement activities.
- B2B Strategy: More focused on direct, conversion-based funnels targeting key problems the business faces.
0:08:51 – Appointment Setting and Testing Strategies
- Tested four strategies: research model, custom looms, one-sentence emails, and newsletter invites.
- Found that newsletters as lead magnets for B2B had limited success, while direct approaches (problem-solving emails) had a much higher success rate (15 appointments and 3 clients in 7 days).
0:12:28 – Ideal Customer Profile (ICP) Strategy
- Accurate ICP Creation: Landon emphasizes the importance of understanding customer data, pain points, and online intent.
- Example: Targeting a 45-year-old CMO in the roofing industry who struggles with generating leads, using assumptions about pain points (e.g., pressure at home or work).
- Understanding your audience’s offline and online behaviors is critical for crafting effective outreach.
0:18:02 – Campaign Structure and Tools
- Sending Structure: Landon uses one domain with two inboxes, each sending 25 emails per day to avoid getting blacklisted.
- Domains are hosted on Cloudflare for improved deliverability, and only business or workspace emails (not Gmail) are used.
- Warm-up periods of 14 days are essential before sending any cold emails.
0:22:08 – Copywriting and Messaging
- PSA Model: Problem, Solution (not your own), and Authority.
- Keep emails short (15 seconds or less to read) and focus on solving a problem without pushing your solution immediately.
- Key Insight: The goal of the email is to get a simple “yes” response, not to book a meeting directly.
0:27:00 – Using Video Sales Letters (VSLs)
- VSL Importance: Once a prospect responds, a VSL (Video Sales Letter) should be sent immediately.
- VSL Structure: Identify the problem, offer steps to solve the problem, and position your solution as one of the steps.
- Result: VSLs significantly increase conversion rates.
0:34:21 – Inbox Management System
- Inbox Management: Landon hires VA’s (Virtual Assistants) to manage inboxes, categorizing responses into buckets like “yes,” “unsub,” or “dialogue.”
- This allows fast response times and higher engagement.
0:36:56 – Omnichannel Follow-up
- Omnichannel Strategy: Landon uses Sales Robot to automate LinkedIn follow-ups after emails, creating the perception of personalized outreach.
- Result: This strategy has nearly doubled responses and increased conversions by 30%.
0:39:55 – Scaling Without Paid Ads
- The strategy shared is scalable without needing paid ads, and it can be applied across both B2B and B2C industries with the right ICP and messaging strategies.
- Insight: Focus on appointments and leads through this system without over-dependence on paid platforms like Google or Facebook.
0:50:42 – Managing Corporate Spam Filters
- Corporate spam filters can be tough, but omnichannel strategies help overcome this.
- Engaging with prospects on multiple platforms increases the chances of responses even if email deliverability is lower.
0:52:12 – Done-For-You Service Offering
- Landon offers a comprehensive done-for-you service package that includes domain setup, campaign management, inbox managers, VSL creation, omnichannel follow-up, and weekly consulting.
- The package is offered at a discount for the first 25 clients and focuses on helping companies scale their outreach systems.
0:56:31 – Conclusion and Next Steps
- Landon concludes by inviting people to apply for his done-for-you service, emphasizing transparency and exclusivity in working directly with him and his team.
