How to Scale Up Your Email Campaign

Would you like to increase agency lead generation and have so many prospects you get to pick and choose who you want to work with? Finding the right lead gen strategy is an important part of your agency’s growth. Today’s guest has found a simple framework that worked for him as well as many of his clients. By just fine-tuning 3 aspects of most lead generation strategies, you could be quadrupling leads in just one month.

Dave Valentine is the owner and founder of Avadel Agency, an outsourced sales & development rep agency that helps clients fill their sales pipelines and book meetings. He owns eight businesses and tested the success of his lead generation framework in several different industries. Today he shares how going back to the basics can help you quadruple your leads and unlock a new level of growth.

In this episode, we’ll discuss:

• Why a quality case study should be kept short and to the point.
• How an outrageous offer can help you get your agency to seven figures.
• Inventive ways to use old tools that are regarded as outdated.

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Verblio: Today's episode of the Smart Agency Masterclass is sponsored by Verblio. Check out Verblio.com/smartagency and get 50% off your first month of content creation. Our team loves using Verblio because of the ease of their process and their large pool of crowd-sourced writers.

 

 

Dave is an entrepreneur who started his first agency at the age of 25. Looking back, he has made some common mistakes, like making his agency a catch-all and trying to be everything for everyone. In spite of this, he built the agency over 7-figures. However, relied too heavily on him and clients expected Dave to be involved in everything.

In the end, this led him to sell his former agency and start Avadel. Now, growth comes not from relying on one person but from how they generate leads.

3 Things To Increase Agency Lead Generation in 30 Days

According to Dave, increasing your agency’s lead generation in record time will require just three key elements:

1. Quality case studies. Most people think a quality case study needs to fill two pages or more to get client’s attention.  Dave believes all you need is a sentence that follows this formula: We work with X company and got Y results in Z time. Additionally, if "Z time" is 90 days or less, it is incredibly compelling. When you put that in an email or an advertisement piece, it will get people’s attention.
2. Outrageous offers. Dave credits this element with helping him get six of his businesses to seven figures. An outrageous offer is something that sounds too good to be true. Actually, it is a way to increase your profits and book more meetings. More meetings give you an opportunity to assess clients so you can pick and choose the ones you want to work with. It’s really about understanding what your deliverables are and how good your team is.
3. Cold emails with creative follow-up. 86% of the meeting booking they do at Dave’s agency come through cold emails. This statistic surprises most people because we all tend to shut down this kind of outreach. We get hundreds of emails every day from people trying to sell us something, so how do you cut through the noise? Dave recommends those emails be short and to the point. “Two to three sentences is the sweet spot,” he says. Also, look to create human connections. Let it come across that they’re dealing with a person, not a bot. Lastly, he uses creative direct mail follow-up, like a piñata with a QR code that sends them to a calendar to book a call.

Dave has found a lot of success in taking these strategies seen as old and outdated and leveraging them to generate new business.

Why You Need an Outrageous Offer to Attract Leads

The "outrageous offer" is a bold move that can bring great results for your agency. It’s always a great way to stand out and put pressure on the competition. Of course, you have to be careful in how you word it. Don’t promise something you can’t deliver. A good way to ensure you’re not over-promising is putting conditions around the offer.

For example, if you're a web design agency, you can guarantee you’ll have a client’s website ready to launch in 12 weeks. The condition is they get you all the information required within the indicated timeline. It’s a way to hold clients accountable for their outcomes.

This doesn't work for every type of agency and sometimes you have to take some risks.

When creating an outrageous offer for a flight school, Dave and his team offered a test flight at $49.99. Most flight schools make a similar offer at a much higher price point of $300, because it covers gas and the pilot’s time. Their outrageous offer meant losing some money. They trusted the process and as a result, saw a 4x increase in lead generation with the same ad spend. And, their close rate stayed about the same! In the end, they soaked up all the leads their competitors were getting.

Over the years, Avadel has successfully repeated this strategy for different industries.

Gaining the Client’s Trust so They’ll go All in on the Bold Strategy

Increasing lead generation isn't just about the agency. It’s also about creating opportunities for clients to engage with you. Right off the bat, Avadel does this by acknowledging when a client books a meeting. When a meeting is booked, the prospect receives a video from Dave talking about the challenges that probably led them to his agency and thanking them for taking that step. It’s a simple thing that clients find really helpful.

In every sales conversation, they try to anticipate the client’s objections and proactively address them. They acknowledge some of the most common concerns and offer a money-back guarantee. This way, the client can move forward and go all in on Dave’s strategy with ease.

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