$400k Closed in 30 Days. Cold Email is not Dead.

ROI Overload Sales & Marketing Newsletter

One of the biggest problems we have when it comes to sales is that we overcomplicate it.

Sales is something we equate to a used car salesman-esque pitch, or picking up the phone and calling customers that swear and yell at us on the phone.

However, that couldn’t be further from the truth.

There’s a saying “if you know how to sell, you’ll never go hungry”.

Except, most people don’t know how to sell.

So let me teach you how to, so that literally anyone can do it - with relatively little effort (besides following steps).

This week we’re going to walk through how one young entrepreneur used a relatively simple sales strategy to close over $400k in 30 days.

Without tactics, gimmicks or uncomfortable phone conversations.

Read on for a full strategy break down, plus a few other fun business nuggets I included.

Here’s what’s coming up this week.

  • 📈 Sales: $400k Closed in 30 Days. Cold Email is not Dead.

  • 🎯 Marketing: NEXT WEEK

  • 💻 SaaS Of The Week: Donate to India's Covid Relief

  • 🎧 Things You Should Listen To: Danielle Brown, CMO at Points | Nontraditional Career Paths & Managing Through Covid

  • 📚 Things You Should Read: Billion Dollar Loser

  • 🧠 Scott’s Thoughts: Nobody Has Talker’s Block


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📈 Sales: $400k Closed in 30 Days. Cold Email is not Dead.

Cold email is not dead.

Let me repeat myself.

Cold email is not dead.

Today we’re going to break down a strategy that Alex Berman, founder of X27, used to close over 400k in new business for his agency, in under 30 days.

I got the inspiration for this case study from a podcast I was listening to, so make sure you go listen to the podcast/interview as well (https://www.proposify.com/podcast/002)

Alex and the team at X27 have generated over $2.5m in sales, however that’s not the most impressive thing he’s done.

When he first started X27 he closed $400k ARR in under 30 days with pure outbound cold sales, and his pricing isn’t cheap.

To give you an idea of what he’s selling, he acts as an outsourced marketing firm for his clients.

He charges $8,500 for an initial marketing review/audit and an $8-14k monthly retaining for fully outsourced marketing services.

This is the exact formula he followed to close these high ticket sales.

Case Studies

Alex created a case study from one of his first customer wins. He had been hired on to work with the University of Oklahoma, and when he completed the work with them, he spent a considerable amount of time interviewing the stakeholders that he’d been working with while delivering their project.

He made it clear that he wanted individuals from the university to speak in detail about the pain that had caused the university to take a call with him, the project that they had put together for the university, the execution of the project, and most importantly - the results.

He compiled this case study (he only worried about creating this one case study) so that it was so detailed, anyone reading it could completely understand the scope of what he had accomplished with the University of Oklahoma.

Now that he had his case study done, he needed to figure out who to send the case study to.


He compiled a list of 50 companies who would benefit from that case study.

The more niche the better.

The more specific, the better.

He targeted only universities.


He booked a meeting with Yale, UCLA & OSU.

The more similar the target you get to your case study, the better.

Be extremely specific.

To make sure he could properly target companies, he uses LinkedIn Sales Navigator, which you can get for roughly $60 a month.

Because his strategy relies on him being specific, he needs the filtering options that LinkedIn Sales Navigator gives you.

With LI Sales Nav, he targets by various criteria to build up a strong lead list.

You can target by industry, job function, geography, company size, title and a few other identifiers.

After he has a list of people, he puts them into a Google Docs and uses a tool like Thrust (now Anymail Finder) or Email Hunter to find the emails of all the people he needs to reach out to.

Get Your Email Copy Down

It’s no surprise that Alex also has some insights as to what to put into the emails that he sends out to this list of clients.

Here’s a few rules he has for the actual copy that goes into the emails.

Subject Line: Question about [COMPANY]



Big fan of [COMPANY NAME] and have been for a long time. We just built an app for [COMPETITOR NAME] that does XYZ, we think your company could get some value out of it.

I also have a few more ideas around app development and design, if you want to chat.

Does that sound like something you’d be interested in? If so, I can send over some times to chat.



Additional Email Rules.

  1. The cold email shouldn’t be longer than what should fit into a phone screen. Meaning that the email recipient shouldn’t have to scroll to get the full message.

  2. The more customized, the better. Which is why the case study works well. Since you’re customizing the actual case study that’s being sent out, you don’t need to customize the email as much as if you had no customized case study (or marketing collateral) attached.

  3. Give as much away for free as possible. Anything that’s easy to give to the clients, give it to them. Free advice, resources or tips. Give it all away for free, as it will always help you close the deal in the end, and make you come across as less needy upfront.

Get Your Cadence Down

Alex usually only gets a response by the third or fourth email, so he always sets up email cadences that are minimum 3-4 emails long.

If he only sent out one email, he would have a grand total of $0 in sales.

He’s a firm believer that there’s really only two reasons why a customer wouldn’t respond after 4 emails.

  1. They’ve failed to understand what you’re providing or the value that you offer, in which case that’s your fault.

  2. They really are super busy, so sending 4 emails makes sure that you keep yourself at the top of the customers mind.

Quick Call

Alex doesn’t include much calling in his outbound, but only uses calling after the 4 email sequence, to follow up with people who opened the email, but didn’t respond.

To track this, he uses a tool called Yesware.

He calls them and leaves a short voicemail asking them if they’ve received the email.

That’s it.


Alex laid it out pretty clearly, and there’s not too much I want to add onto this one, because he really breaks it down step by step.

The one point I do want to highlight however is concerning the incorrect assumption that cold email is dead.

When you’re struggling with low reply rates, angry responses and a general lack of interest, activity, demos and sales resulting from cold email campaigns.

It’s almost always because you’ve tried to take one of the most useful sales tools, and bastardized it.

You’ve taken a list, cranked the automation up to 11 and letting 2 million emails fly, hoping for 1% of those emails to reply back and turn into deals.

This is unfortunately what has desensitized us to good, useful emails.

So focus on being relevant, personalized and not automated.

Create useful and helpful assets and marketing collateral, target appropriately, and be super niche and super specific.

That’s literally all Alex did to close $400k in revenue in 30 days from $0.

🎯 Marketing: NEXT WEEK

💻 SaaS Of The Week: Donate to India's Covid Relief

Today we’re going to take a break from another SaaS product (I mentioned 3 in the case study), and point you in the direction of a great platform launched to help members of the tech community provide donations to support the ongoing Covid-19 crisis in India.

Donate to India's Covid Relief

It aggregates the different verified charities that are currently employing efforts to help the rapidly deteriorating condition in India.

Check it out, give some of your money to a good cause, and let’s thank the tech/startup community for banding together on this one.

🎧 Things You Should Listen To: Danielle Brown, CMO at Points | Nontraditional Career Paths & Managing Through Covid

As Chief Marketing Officer at Points, Danielle is at the helm of the Marketing team, which includes partner marketing, product marketing, brand & content, performance marketing and analytics & data science. She also leads the Business Operations functions, including customer and partner support, and product and promotions delivery.

We had a great conversation, discussing her 20+ year career.

Where she started, how she’s not only managed, but improved team performance, culture, and her most important KPI’s throughout one of the worst years in recent history.

Keeping in mind, she works in the travel industry.

There were definitely some good lessons she’s learned and acted on over the course of the past year, we could all take note of.

Listen on iTunes

Talking Points

11:02​ - Improv class to marketing leader.

14:42​ - Managing the Covid disruption to office life.

22:47​ - Teamwork and trust.

26:24​ - Getting team buy-in.

32:17​ - Using process for scaling & growth.

📚 Things You Should Read: Billion Dollar Loser: The Epic Rise and Spectacular Fall of Adam Neumann and WeWork

The inside story of WeWork and its CEO, Adam Neumann, which tells the remarkable saga of one of the most audacious, and improbable, rises and falls in American business history.

Get it on Amazon

This is less of a tactical book, and more of a fun, engaging read.

But it really is an incredibly interesting look at the rise and fall of Adam Neumann. If you enjoyed Bad Blood (recounting the Elizabeth Holmes/Theranos story), you’ll definitely enjoy this.

🧠 Scott’s Thoughts: Nobody Has Talker’s Block

Seth Godin is one of the most prolific writers of our time.

He writes a single blog every single day, and is one of the greatest storytellers I’ve ever had the opportunity to consume content from.

For a long time, I tried to figure out exactly how somebody could write such prolific pieces day after day.

And I’m not kidding, he never misses a day… ever.

But the answer to my question is quite simple, and the answer seems obvious.

If you want to write every day.

If you want to write quality content.

First you have to do it.

You have to take the actual step forward.

You have to take the action.

But secondly, it has to be effortless.

Now the real question is, how do you make it effortless?

Think about the way that we would normally make something effortless.

We make something effortless by doing it again and again, and again learning a new behavior or a new habit, doing something 10000 times until the effort seems like second nature.

This is how we’ve learned to read, to write, to ride a bike, to ace the test.

You’ve studied, studied, and repeated and iterated to the point where the new, learned hobby seems like second nature, as though we’ve been able to do it your entire lives.

But that’s the hard way.

That's not the way that Seth Godin writes.

If you dissected the works of Seth Godin and sifted through the advice that he's given over to people who are looking to learn how to write better, the answer’s simple.

Write like you speak.

Write like you talk.

“ Nobody has talker’s block “.

Write the way you do something, that you do day-in-day-out, that you’ve been doing for years already

That you don’t have to practice, to be good at it.

Everybody’s already good at talking.

Everybody’s already at speaking.

People have to learn how to write, because what are we doing every single day? We talk, and we speak, and we converse.

What we do not do every day is write.

Or write, well.

So the next time you’re running into writer’s block, learn from the man who writes a prolific story every single day.

Write like you speak.

Nobody has talker’s block.

When you write like you speak, everything flows a little easier.

Everything resonates with your audience a little more.

And all of a sudden, you magically discovered an incredibly powerful, influential and a useful talent, that you’ve been accidentally practicing your entire life.

Have an awesome week, y’all.

— Scott ✌️


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