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Hello and welcome to the B2B message crafting training. In this training part, we're going to actually teach you how to create the perfect outreach messages. And when we say perfect, I really mean type of messages that are not perceived as being spammy, but more as the messages that people are willing to engage. To take a step back, first, I wanted again to explain the importance of creating the right message because with the outreach strategy, even if you have the perfect ICP and if you did the perfect database, if you have weak messages or not engaging enough, the whole campaign will collapse.

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I mentioned in the previous training that I actually am doing video interviews with B2B outreach marketing and sales automations, and it was funny, during those interviews with almost all the owners of the marketing and automation tools, they said, you know what? The automation can help you to reach far more people that you could ever manually, but without the proper messages, it's for nothing. So even the CEOs of softwares that use LinkedIn automation or email automation tools, they still pointed the copy as a single most important thing into the outreach sequence.

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And when we're talking about messages, I want to make clear something from the start - you don't want to be that spammy guy. I mean, when we're talking about messages for outreach, you have to differentiate what is a sales message and what is an outreach message. When we're doing a sales message, then you can be more salesy, more pitchy, more the urgency, scarcity, fear of missing out, you can put all those sales tactics into the message sequence. However, when you're talking about outreach messages, you're talking about conversation starters. And by conversation starters, you're just like talking to someone. We have a joke here, inside in BizzBee Solutions is that imagine that with the outreach message, with the conversation starters is the same as you're meeting someone in a bar. You don't go into a bar and meet the first girl or boy and just kneel on your knee and just propose, it doesn't work like that. I mean, the whole process is that you engage with someone on a conversation. You talk about general topics, I mean about the weather, about sports. Okay, sports is a bad topic, but you talk about general stuff. And if you see responsiveness and synergy, then you can deepen the level of the conversation. The same should be with the outreach. When you're actually planning a message sequence, it shouldn't be, well, message one, hi, I would like to connect with you and be friends.

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And the second message is, well, what is the biggest problem your business is facing? And then the third message would be, well, would you like to come on a call? I mean, if they ignore your first message and second message, why would they be interested in coming on a call? And that's why when we work with messages and message creation in BizzBee, we instead of vertically in the funnel, the whole message sequence should be focused on the top level of the funnel. Actually, when we're talking about messages, you are trying different conversation starters. Here is the main difference, because when we're talking about conversation starters, you talk at one subject, you see, if they engage, you continue the subject. If not, you're just switching to a different subject, and then you're trying again to engage. And if not, you're moving to a third subject, but not at any point, you're trying to deepen the conversation without getting any feedback. Maybe that's the main difference why we don't treat outreach as a spammy process or pitchy, but it's more a process where you can start building relationship. You're reaching out to cold prospects, and the whole focus of the creation of the messages is just to engage them into the conversation. Now that we've covered this part, now we can talk about the framework that we have in BizzBee. When we're talking about the framework, in creating the messages, I'll just put here messages. It is quite straightforward. I mean, the few things that you must have in mind is first is you need to define the target audience. Who are you reaching out? If you remember in the ICP, the definition of ideal client profile, the last section was actually conversation starters, topics that you can discuss with your ideal target audience. So when it comes to the message creation, of course, the first step is to know who you are targeting because then you would actually know what kind of message you need to create.

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The second part is that you need to figure out the goal. Well, define goal. And I mean, if you look at it, it looks quite simple. You have target audience and you want to achieve some kind of a goal. And then it comes the message strategy. When we're talking about message strategy is okay, how many messages do you actually need to reach out to the target audience in order to get the desired goal? On how many channels do you actually need to create messages and what kind of messages and the style of each of those messages in order to get the desired goal. So the fourth part, when it comes to the message creation, here is where the creativity takes place. You know, who is the target audience? You know, what kind of goal or what kind of activity you want them to achieve. You know, the strategy, what is the style, what's the number of messages through which channel? So then the message creation is just sitting and filling the blanks. Okay, in message one, I need to create content about this, copy about this. In message four, I need to create that, in message two, or in message five, on LinkedIn, I need to create this kind of feeling or this kind of topic for conversation.

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But overall, this is the framework that we are using at BizzBee when it comes to creating the perfect message for outreach and trying to engage with people. And as you can see all this is actually from the top of the funnel so we try different kinds of conversation starters in order to, let me find a different spot. When we're trying to create the message sequence, this is the typical funnel that people draw. Our goal is to create 1, 2, 3, 4 or several messages but on the level of the top of the funnel and this is actually what I was telling you before is that when other people are creating message sequence they are actually interested, message one, message two, message three, message four, would you like to come on a call? And this is why we believe that when you're creating a sequence of messages it shouldn't be like this, because like this you assume that they responded and you're moving them to the next level that they responded and you're moving to the next level into the funnel, while in reality is that you're sending one message, one conversation starter they haven't responded, so you're trying with a different conversation starter and different conversation starter.

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We will go into all these four sections into far more details in the rest of the course but I just wanted to make it clear that our whole goal with the message sequence is to engage people. The primary goal is to get a response because once you get a response you no longer need to make assumptions, you no longer need to make it one too many conversations but you're actually talking to human being. So in the following how this course structured, at first we're talking about the target audience. Once we cover that, then we're talking about defining your goal, then we're talking about the message strategy, then we talk about the message creation and we even have few examples, as the final part where we show you several examples of what kind of messages we have created. That's all for this course. Thank you for watching and see you on the next one.