음성 인식: cold_outreach_playbook.mkv

음성 인식: cold_outreach_playbook.mkv

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@loop

@[00:00] So we just covered how to monetize content.

방금 콘텐츠 수익화 방법에 대해 다뤘습니다.

@[00:06] So we've covered the first two ways that one person can tell other people about their stuff.

이제 한 사람이 자신의 제품을 다른 사람들에게 알리는 첫 번째와 두 번째 방법을 다뤘습니다.

@[00:09] So the first two ways to advertise: warm outreach and posting content.

광고의 첫 두 가지 방법은 지인 영업과 콘텐츠 게시입니다.

@[00:12] All right, so now we're going to transition to cold outreach.

자, 이제 콜드 아웃리치로 넘어가겠습니다.

@[00:14] So letting people know one-on-one about the stuff that you sell.

판매하는 것을 사람들에게 일대일로 알리는 방식입니다.

@[00:18] So we're going to cover how it works, how to contact people, what to say, how much to do, benchmarks, and why bother.

작동 방식, 사람들에게 연락하는 방법, 무슨 말을 해야 하는지, 얼마나 해야 하는지, 기준치, 그리고 왜 해야 하는지를 다룰 겁니다.

@[00:25] And I want to be clear, this builds on what we learned from warm outreach.

분명히 말씀드리자면, 이건 우리가 지인 영업에서 배운 내용을 토대로 합니다.

@[00:29] All right, so this is adding two on top.

그 위에 두 가지를 더하는 거죠.

@[00:32] This is kind of like the advanced version.

말하자면 심화 버전 같은 겁니다.

@[00:33] Like if you haven't been able to — if you can't even pitch your friends, right?

만약 아직 친구들에게도 제안을 못 하겠다면요.

@[00:36] And I'm saying when I say pitch your friends, I mean offer them free stuff and ask them if they know anybody.

제가 친구들에게 제안한다고 할 때는, 무료로 뭔가를 제공하고 아는 사람이 있는지 물어보는 걸 말하는 겁니다.

@[00:41] Because again, we're not pitching them anything.

왜냐하면 우리는 친구들에게 아무것도 팔려는 게 아니니까요.

@[00:43] But until you get used to just talking to people in general, I'd recommend starting with warm before going to cold.

하지만 사람들과 일반적으로 대화하는 게 익숙해질 때까지는, 콜드로 가기 전에 지인 영업부터 시작하길 권합니다.

@[00:47] So let's go and dive in.

자, 바로 들어가 봅시다.

@[00:50] So here's how it works.

작동 방식은 이렇습니다.

@[00:51] We advertise to people who don't know us — cold audiences.

우리를 모르는 사람들, 즉 콜드 오디언스에게 광고를 하는 겁니다.

@[00:53] And like before, we can contact them publicly or privately, really, right?

그리고 이전과 마찬가지로, 공개적으로든 비공개로든 연락할 수 있습니다.

@[00:56] And so this is privately contacting people one-on-one with cold outreach.

콜드 아웃리치는 사람들에게 일대일로 비공개 연락을 취하는 방식입니다.

@[01:00] So that's email, phone call, direct message, SMS — anything like that is all cold outreach, right?

이메일, 전화, 다이렉트 메시지, SMS — 이런 것들이 모두 콜드 아웃리치입니다.

@[01:06] And so that's to a list of strangers.

즉, 모르는 사람들의 목록을 대상으로 하는 거죠.

@[01:08] So if you can figure out a way to contact somebody one-to-one, you can use it for cold outreach.

누군가에게 일대일로 연락할 방법만 찾으면, 그게 콜드 아웃리치에 활용할 수 있는 겁니다.

@[01:12] So you can knock on 100 doors, make 100 phone calls, you can send 100 direct messages, you can send 100 voicemails.

문 100개를 두드리거나, 전화를 100번 걸거나, 다이렉트 메시지를 100개 보내거나, 음성 메시지를 100개 보낼 수도 있어요.

@[01:16] And it worked 100 years ago. It works today.

100년 전에도 통했고, 지금도 통합니다.

@[01:19] And when the platforms change, it will work tomorrow.

플랫폼이 바뀌어도 앞으로도 통할 겁니다.

@[01:22] So cold outreach has one key difference from warm outreach. Trust.

콜드 아웃리치가 지인 영업과 다른 핵심적인 차이가 하나 있습니다. 바로 신뢰입니다.

@[01:26] Strangers don't trust you, all right? They don't even know you.

낯선 사람들은 여러분을 신뢰하지 않습니다. 여러분을 알지도 못하니까요.

@[01:28] You're just a weirdo.

그냥 이상한 사람으로 보이는 거죠.

@[01:29] And in the past, weirdos and strangers are danger, all right?

과거에는 낯선 이상한 사람은 위험한 존재였으니까요.

@[01:32] And so we have to bridge that gap of stranger danger in as short a time as possible to get them to know, like, and trust us so they will eventually do business with us, all right?

그래서 우리는 가능한 한 빨리 그 낯선 사람에 대한 경계심을 없애고, 그들이 우리를 알고, 좋아하고, 신뢰하게 만들어서 결국 비즈니스로 이어지게 해야 합니다.

@[01:39] And so compared to people who know us, strangers present three new problems.

우리를 아는 사람들과 비교했을 때, 낯선 사람들은 세 가지 새로운 문제를 제기합니다.

@[01:42] Number one is that first, you don't have a way to contact them.

첫 번째, 그들에게 연락할 방법이 없다는 겁니다.

@[01:45] Duh, because they're strangers.

당연하죠, 낯선 사람들이니까요.

@[01:46] You had the contacts before because they were your contacts.

이전에는 연락처가 있었던 건 그들이 원래 아는 사람들이었기 때문입니다.

@[01:48] And you don't have a way to contact strangers.

낯선 사람들에게는 연락할 방법이 없죠.

@[01:50] Number two is that even if you can contact them, they ignore you.

두 번째, 연락을 취하더라도 그들이 무시한다는 겁니다.

@[01:53] And then third, even if they give you their attention, they're not interested.

그리고 세 번째, 관심을 가져주더라도 흥미가 없을 수 있습니다.

@[01:58] So what do we do?

그럼 어떻게 해야 할까요?

@[02:00] Well, I'll show you how to contact them.

연락하는 방법을 알려드리겠습니다.

@[02:01] So the first question I get is, "But how do I contact them?"

제가 가장 많이 받는 첫 번째 질문은 "어떻게 연락하냐?"입니다.

@[02:03] The simple answer is you build a list.

간단한 답은 목록을 만드는 겁니다.

@[02:05] And there's three ways to build a list.

목록을 만드는 방법은 세 가지입니다.

@[02:06] You can scrape them.

스크래핑할 수 있고,

@[02:07] You can buy them.

구매할 수 있고,

@[02:08] You can look for them, all right?

직접 찾을 수도 있습니다.

@[02:09] So those are the three main ones.

이 세 가지가 주요 방법입니다.

@[02:10] And I've done all of these, all right?

저도 이 모든 걸 해봤습니다.

@[02:12] So let's break these down.

하나씩 살펴보겠습니다.

@[02:14] Scrape them means you're using software.

스크래핑이란 소프트웨어를 사용하는 겁니다.

@[02:16] And so this is what I would call step one, all right?

제가 1단계라고 부르는 방법입니다.

@[02:18] So you want to subscribe, in my opinion, to as many of these softwares as you can.

제 의견으로는, 이런 소프트웨어에 가능한 한 많이 구독하는 게 좋습니다.

@[02:21] So there are list scraping or lead scraping softwares out there, or outbound softwares.

리스트 스크래핑, 리드 스크래핑 소프트웨어나 아웃바운드 소프트웨어들이 있습니다.

@[02:26] If you Google enough of those things, you'll find the stuff you're looking for, all right?

충분히 검색해보면 원하는 걸 찾을 수 있을 겁니다.

@[02:29] And so you subscribe to as many of them as you can.

최대한 많은 소프트웨어에 구독하세요.

@[02:32] Search them all based on your criteria of the type of customer you're looking for.

원하는 고객 유형 기준으로 전부 검색해보세요.

@[02:36] Then try out a representative sample — say a few hundred from each of the software that you use.

그런 다음 각 소프트웨어에서 수백 개 정도의 대표 샘플을 테스트해보세요.

@[02:40] And if the contact information is up to date and the leads are responsive and they are the type of person the software claims them to be, then bingo, buy more.

연락처 정보가 최신이고 리드들이 반응하며 소프트웨어가 주장하는 유형의 사람들이라면, 빙고, 더 구매하세요.

@[02:48] Now you've found a great treasure trove of people who might be the right type of people to buy your stuff, all right?

이제 여러분의 제품을 살 가능성이 있는 사람들의 훌륭한 보물창고를 찾은 겁니다.

@[02:54] The second way, and I've used these two, is brokers.

두 번째 방법, 저도 사용해본 방법인데, 바로 브로커입니다.

@[02:56] So just like you can have people who buy and sell anything, there's people who buy and sell lists.

무엇이든 사고파는 사람들이 있듯이, 리스트를 사고파는 사람들도 있습니다.

@[02:59] They're list brokers, all right?

바로 리스트 브로커입니다.

@[03:01] And there are multiple list brokers out there.

시중에 리스트 브로커가 여럿 있습니다.

@[03:04] And so all you have to do is go to many of them and ask them to make you a list.

여러 브로커에게 연락해서 리스트를 만들어 달라고 요청하면 됩니다.

@[03:06] And most of them will give you a sample list to show you that their stuff is good, all right?

대부분은 자신들의 리스트가 좋다는 걸 보여주기 위해 샘플 리스트를 제공해줄 겁니다.

@[03:10] And you give them the same audience criteria that you typed in the software.

소프트웨어에 입력했던 것과 동일한 오디언스 기준을 브로커에게도 주면 됩니다.

@[03:13] Now sometimes list brokers can be even more nuanced than software can be, because that's their whole business.

때로는 리스트 브로커가 소프트웨어보다 훨씬 세밀할 수 있는데, 그게 그들의 전업이니까요.

@[03:17] Sometimes they can't. It really depends on the quality of the broker, just like anything else.

그렇지 못할 때도 있습니다. 다른 모든 것과 마찬가지로 브로커의 품질에 따라 달라집니다.

@[03:20] All right? And so once I get that, they send me a sample just like before, and I test the sample out and see how it does.

그래서 샘플을 받으면 이전과 마찬가지로 테스트해보고 결과를 확인합니다.

@[03:26] If I get good results from one or more brokers, then I stick with their list and I ask them to get me more lists.

하나 이상의 브로커에서 좋은 결과가 나오면, 그 리스트를 계속 사용하고 더 많은 리스트를 요청합니다.

@[2:01] So the first question I get is, but how do I contact them?

@[2:03] The simple answer is you build a list.

@[2:05] And there's three ways to build a list.

@[2:06] You can scrape them.

@[2:07] You can buy them.

@[2:08] You can look for them, all right?

@[2:09] So those are the three main ones.

@[2:10] And I've done all of these, all right?

@[2:12] So let's break these down.

@[2:14] Scrape them means you're using softwares.

@[2:16] And so this is what I would call step one, all right?

@[2:18] So you want to subscribe, in my opinion, to as many of

@[2:20] these softwares as you can.

@[2:21] So there are list scraping or lead scraping softwares out

@[2:25] there or outbound softwares.

@[2:26] If you Google enough of those things, you'll find the stuff

@[2:28] you're looking for, all right?

@[2:29] And so you subscribe to as many of them as you can.

@[2:32] Search them all based on your criteria of the type of

@[2:34] customer you're looking for.

@[2:36] Then try out a representative sample, say a few hundred

@[2:38] from each of the software that you use.

@[2:40] And if the contact information is up to date and the leads

@[2:43] are responsive

@[2:44] and they are the type of person the software claims them to

@[2:46] be, then bingo, buy more.

@[2:48] Now you've found a great treasure trove of people

@[2:51] who might be the right type of people to buy your stuff,

@[2:53] all right?

@[2:54] The second way, and I've used these two, is brokers.

@[2:56] So just like you can have people who buy and sell anything,

@[2:58] there's people who buy and sell lists.

@[2:59] They're list brokers, all right?

@[3:01] And there are multiple list brokers out there.

@[3:04] And so all you have to do is go to many of them and ask

@[3:05] them to make you a list.

@[3:06] And most of them will give you a sample list to show you

@[3:08] that their stuff is good, all right?

@[3:10] And you give them the same audience criteria that you typed

@[3:13] in the software.

@[3:13] Now sometimes list brokers can be even more nuanced than

@[3:16] software can be because that's their whole business.

@[3:17] Sometimes they can't. It really depends on the quality of

@[3:19] the broker, just like anything else.

@[3:20] All right? And so once I get that, they send me a sample

@[3:23] just like before, and I test the sample out and see how it

@[3:26] does.

@[3:26] If I get good results from one or more brokers, then I

@[3:28] stick with their list and I ask them to get me more lists.

@[03:30] Now some list brokers might only have a certain amount, and that's fine.

일부 리스트 브로커들은 보유량이 한정되어 있을 수 있는데, 그건 괜찮습니다.

@[03:33] Then you buy all the ones they have and you ask if they know anybody, just like you would before, right?

그러면 그들이 가진 걸 전부 구매하고, 아는 사람이 있는지 물어보면 됩니다. 전에 했던 것처럼요.

@[03:37] And then you warm outreach that person.

그리고 나서 그 사람에게 웜 아웃리치를 하는 겁니다.

@[03:39] And that is the second way that you can go get yourself a list of strangers who might be interested in buying your stuff.

이것이 바로 여러분의 제품에 관심을 가질 수 있는 낯선 사람들의 리스트를 확보하는 두 번째 방법입니다.

@[03:44] The third is elbow grease, all right? This is actually doing it.

세 번째는 직접 발로 뛰는 방법입니다. 직접 실행하는 거죠.

@[03:48] So this is where you join the groups and the communities that I think have my audience, all right?

내 타겟 오디언스가 있을 것 같은 그룹과 커뮤니티에 직접 가입하는 겁니다.

@[03:52] And so when someone meets my qualifications, I check to see if I have ways to contact them in the group's directory.

누군가 내 기준에 부합하면, 그룹 디렉토리에서 연락할 방법이 있는지 확인합니다.

@[03:56] So links to their social media profiles, et cetera.

소셜 미디어 프로필 링크 같은 것들이요.

@[03:59] And if they do, I add them to my list.

있다면 리스트에 추가합니다.

@[04:01] If they don't, I can reach out to them directly within the platform hosting the group.

없다면, 그룹이 운영되는 플랫폼 내에서 직접 연락할 수 있습니다.

@[04:04] Now, the last piece isn't ideal.

그런데 이 마지막 방법은 이상적이지 않습니다.

@[04:06] So I try and find other ways to contact them outside of the group, because I don't want to lose my membership to this group or this community if it's a way that I generate leads, all right?

그래서 그룹 외부에서 연락할 다른 방법을 찾으려 합니다. 리드를 발굴하는 통로인 이 그룹이나 커뮤니티에서 쫓겨나고 싶지 않으니까요.

@[04:13] And so if you think about that as a microcosm, you can post content in a group or an audience to get value and then try and contact them outside of that group independently, or not on that platform, so that you're not interrupting the flow of what's going on in the group.

이걸 작은 생태계로 생각해보면, 그룹에 콘텐츠를 올려서 가치를 제공하고, 그룹 외부에서 독립적으로 연락을 시도하는 겁니다. 플랫폼 밖에서요. 그래야 그룹 내의 흐름을 방해하지 않을 수 있습니다.

@[04:26] So you don't get kicked out, all right?

쫓겨나지 않으려면요.

@[04:27] Again, just rules of thumb overall.

다시 말하지만, 전반적인 기본 원칙입니다.

@[04:30] You want to give more to the community than you take, okay?

커뮤니티에서 얻는 것보다 더 많이 기여해야 합니다.

@[04:32] And so the nice thing is that each of these three ways is different, and I move down from the easiest to hardest.

좋은 점은 이 세 가지 방법이 각각 다르다는 거고, 저는 가장 쉬운 것부터 어려운 순서로 설명했습니다.

@[05:00] But the flip side is that the easier it is for you, the easier it is for other people and your competitors to use those same tools.

하지만 반대로, 여러분에게 쉬울수록 다른 사람들과 경쟁자들도 똑같은 도구를 쉽게 사용할 수 있다는 뜻입니다.

@[05:06] And so as you work down that list of softwares, or buying them from brokers, or making the list yourself, you also go to more and more virgin lists — as in lists that haven't been hit or bombarded over and over and over again.

소프트웨어를 사용하거나, 브로커에게서 구매하거나, 직접 리스트를 만드는 방향으로 내려갈수록, 점점 더 손대지 않은 리스트에 접근하게 됩니다. 즉, 반복적으로 공략당하지 않은 리스트 말이죠.

@[05:18] If you use a software that costs $99 a month and you get unlimited leads on it, lots of people have probably hit those leads already.

월 99달러짜리 소프트웨어로 무제한 리드를 얻는다면, 이미 많은 사람들이 그 리드에 접근했을 가능성이 높습니다.

@[05:22] It doesn't mean you can't succeed.

성공할 수 없다는 뜻은 아닙니다.

@[05:24] It just means many people might have hit it, right?

단지 많은 사람들이 이미 접근했을 수 있다는 거죠.

@[05:26] On the flip side, if you assemble the list from many different groups that you join manually, the likelihood that many people have solicited those people is far less.

반대로, 직접 여러 그룹에 가입해서 리스트를 수동으로 만들면, 다른 사람들이 그들에게 접근했을 가능성이 훨씬 낮습니다.

@[05:31] So you might have a far more responsive list, especially if they've seen you provide content to that group, which is why all of these advertising methods work together.

그래서 훨씬 더 반응이 좋은 리스트를 가질 수 있습니다. 특히 그들이 그룹에서 여러분이 콘텐츠를 제공하는 걸 봤다면요. 이것이 바로 이 모든 광고 방법들이 함께 작동하는 이유입니다.

@[05:38] And so here's the action step. Find your scraping tool by searching "outbound lead scraping tool" or "database lead scraping."

자, 실행 단계입니다. "outbound lead scraping tool" 또는 "database lead scraping"을 검색해서 스크래핑 도구를 찾으세요.

@[05:44] Find brokers the same way. And if you have more time than money, then you might want to start at step three since it only costs time.

브로커도 같은 방식으로 찾으세요. 그리고 돈보다 시간이 더 많다면, 시간만 들이면 되는 세 번째 단계부터 시작하는 게 좋을 수 있습니다.

@[05:50] Okay, so if you don't have any money, then you can skip the buying from brokers and using software.

돈이 전혀 없다면 브로커 구매와 소프트웨어 사용은 건너뛰면 됩니다.

@[05:53] And that's again — if you have no money, most software is not too expensive.

다시 말하지만, 돈이 없는 경우의 얘기입니다. 대부분의 소프트웨어는 그렇게 비싸지 않습니다.

@[05:56] But if you really have nothing, then start by scraping manually.

하지만 정말 아무것도 없다면, 수동 스크래핑부터 시작하세요.

@[06:00] And here's a little pro tip for you — interest groups are the warmest cold audience you can get.

그리고 프로 팁 하나를 드리자면, 관심사 그룹은 여러분이 확보할 수 있는 가장 따뜻한 콜드 오디언스입니다.

@[06:05] Okay, so an interest group contains some of the highest quality leads because they're concentrated pools of people looking for a solution.

관심사 그룹에는 솔루션을 찾고 있는 사람들이 집중되어 있기 때문에 최고 품질의 리드가 모여 있습니다.

@[06:12] It's a key point. They're already somewhat micro-engaged.

이게 핵심입니다. 그들은 이미 어느 정도 미세하게 참여하고 있는 상태입니다.

@[06:15] So I would consider them problem aware, right?

그래서 저는 그들을 '문제 인식' 단계에 있다고 봅니다.

@[06:19] They're already aware they have a problem. And now they're in search of a solution.

자신에게 문제가 있다는 걸 이미 알고 있고, 이제 해결책을 찾고 있는 거죠.

@[06:22] And so you don't have to make them problem aware — they already are aware they have a problem, or they want to grow. They have a deficit between where they are and where they want to go.

그러니 그들에게 문제를 인식시킬 필요가 없습니다. 이미 알고 있으니까요. 성장하고 싶어하고, 현재 위치와 목표 사이의 간극을 느끼고 있습니다.

@[06:28] And so now you can intercept them and provide them a solution.

이제 여러분은 그들을 가로채서 솔루션을 제공할 수 있습니다.

@[06:31] And so that's what we do. We give them a solution.

우리가 하는 게 바로 그겁니다. 솔루션을 제공하는 거죠.

@[06:34] And so nowadays there's software that can scrape information in these groups too, and I would recommend you use it. And they're one of my favorite places to fish.

요즘은 이런 그룹에서 정보를 스크래핑할 수 있는 소프트웨어도 있는데, 사용해 보길 권장합니다. 제가 가장 좋아하는 낚시터 중 하나입니다.

@[06:39] So I explained how it works. I explained how you can contact them with the three ways — you can scrape them, you can buy them, or you can elbow grease them.

작동 방식을 설명했고, 세 가지 방법으로 연락할 수 있는 방법도 설명했습니다. 스크래핑하거나, 구매하거나, 직접 발로 뛰는 거죠.

@[06:45] All right. So once you scrape the list, here's what you say.

좋습니다. 리스트를 스크래핑했다면, 이제 무슨 말을 해야 할지 알려드리겠습니다.

@[06:48] So personalize, and then give big, fast value.

개인화하고, 빠르게 큰 가치를 제공하세요.

@[06:51] You'll notice that this is similar to warm outreach — we personalize.

이것이 웜 아웃리치와 비슷하다는 걸 알 수 있을 겁니다. 개인화를 하죠.

@[06:54] Now the "give big, fast value" is maybe the difference between the two.

'빠르게 큰 가치를 제공하는 것'이 아마 둘 사이의 차이점일 겁니다.

@[06:59] Now, if we want to be super savvy on this and give you some super advanced stuff —

이 부분에서 정말 고급 내용을 드리자면,

@[07:04] if you know how to conquer cold outreach, you should treat your warm outreach the same way.

콜드 아웃리치를 정복하는 법을 안다면, 웜 아웃리치도 같은 방식으로 대해야 합니다.

@[07:08] Because the way that you are able to provide value quickly and provide trust quickly to a cold audience is the hardest thing to do.

콜드 오디언스에게 빠르게 가치를 제공하고 신뢰를 쌓는 것이 가장 어려운 일이기 때문입니다.

@[07:14] And then when you do that to a warm audience, you get that much more engagement.

그리고 그걸 웜 오디언스에게 적용하면, 훨씬 더 높은 참여도를 얻게 됩니다.

@[07:19] All right. That's a pro tip. That's not even in the book.

이건 프로 팁입니다. 책에도 나오지 않는 내용이에요.

@[07:21] All right. It was just because I thought it would complicate things for people.

사람들에게 너무 복잡하게 느껴질 것 같아서 뺐던 겁니다.

@[5:31] So you might have a far more responsive list, especially if

@[5:33] they've seen you provide content to that group, which is

@[5:35] why all of these advertising methods work together.

@[5:38] And so here's the action step. Find your scraping tool by

@[5:41] searching outbound lead scraping tool or database lead

@[5:43] scraping.

@[5:44] Find brokers the same way. And if you have more time than

@[5:47] money, then you might want to start at step three since it

@[5:49] only costs time.

@[5:50] Okay, so if you don't have any money, then you can skip the

@[5:52] buying brokers and using software.

@[5:53] And that's again, if you have no money, most software is

@[5:55] not too expensive.

@[5:56] But if you really have nothing, then start by scraping

@[5:59] manually.

@[6:00] And here's a little pro tip for you is that interest groups

@[6:03] are the warmest cold audience you can get.

@[6:05] Okay, so interest group contains some of the highest

@[6:07] quality leads because they're concentrated pools of people

@[6:11] looking for a solution.

@[6:12] It's a key point. They've already in somewhat they're like

@[6:14] micro engaged.

@[6:15] So I would consider them problem aware, right?

@[6:19] They're aware they have a problem already. And now they're

@[6:21] in search of a solution.

@[6:22] And so you don't have to make them problem where they

@[6:24] already are aware they have a problem or they want to grow.

@[6:26] They have a deficit where they are and where they want to

@[6:27] go.

@[6:28] And so now you can intercept them and provide them a

@[6:30] solution.

@[6:31] And so that's what we do. We give them a solution.

@[6:34] And so nowadays there's software that can scrape

@[6:35] information in these groups too.

@[6:36] And I would recommend you use it. And they're one of my

@[6:38] favorite places to fish.

@[6:39] So I explained how it works. I explained how you can

@[6:42] contact them with the three ways.

@[6:43] You can scrape them, you can buy them or you can elbow

@[6:45] grease them.

@[6:45] All right. So once you scrape the list, here's what you say

@[6:48] .

@[6:48] So personalize and then give big fast value.

@[6:51] You'll notice that this is similar to warm outreach. We

@[6:53] personalize.

@[6:53] Okay.

@[6:54] Now the give big fast value is the maybe the difference

@[6:58] between the two.

@[6:59] Now, if we want to be super saying on this and give you

@[7:02] like some super advanced stuff,

@[7:04] if you know how to conquer cold, you should treat your warm

@[7:07] the same way.

@[7:08] Because the way that you are able to provide value quickly,

@[7:11] provide trust quickly to a cold audience is the hardest

@[7:13] audience to do it for.

@[7:14] And then when you do that to a warm audience, you get that

@[7:17] much more engagement.

@[7:19] All right. That's a pro tip. That's not even in the book.

@[7:21] All right. So it was just because I thought it would compl

@[7:23] icate for people.

@[07:23] But big picture: personalize and provide big, fast value.

큰 그림으로 보면, 개인화하고 크고 빠른 가치를 제공해야 합니다.

@[07:26] And the reason for that is because they don't know us. They don't trust us.

그 이유는 그들이 우리를 모르기 때문입니다. 우리를 신뢰하지 않는 거죠.

@[07:30] So here's how you personalize. You act like you know them. The idea is to make the cold outreach feel like a warm outreach.

그래서 개인화하는 방법이 여기 있습니다. 마치 그들을 아는 것처럼 행동하는 겁니다. 핵심은 콜드 아웃리치를 웜 아웃리치처럼 느껴지게 만드는 것입니다.

@[07:39] It makes it feel like a friend is reaching out to them.

마치 친구가 연락하는 것처럼 느껴지게 만드는 거죠.

@[07:42] So the best way to do this is to actually know something about the person you're contacting.

이를 위한 가장 좋은 방법은 실제로 연락하려는 상대방에 대해 뭔가를 알고 있는 것입니다.

@[07:46] So for example, if you match your area code on the phone, you have a higher pickup rate. Why is that? Because it might be someone they know, or someone who knows them.

예를 들어, 전화할 때 상대방과 같은 지역 코드를 사용하면 응답률이 높아집니다. 왜일까요? 자기가 아는 사람이거나, 자신을 아는 누군가일 수도 있다고 생각하기 때문입니다.

@[07:52] If you know their name, you buy yourself a couple extra seconds. If you know something about them, you buy yourself even more seconds.

상대방의 이름을 알면 몇 초를 더 벌 수 있습니다. 그들에 대해 뭔가를 알고 있다면, 훨씬 더 많은 시간을 벌 수 있습니다.

@[07:59] Personalization in your outreach attempt — whether it's phone calls, cold emails, cold DMs, whatever — gets your foot in the door to get the sale.

전화, 콜드 이메일, 콜드 DM 등 어떤 방식이든 아웃리치에서의 개인화는 영업의 문을 여는 첫걸음이 됩니다.

@[08:07] So here's the action step. Do a little bit of research on each of the leads before you send them a message.

그래서 실행 단계는 이렇습니다. 메시지를 보내기 전에 각 리드에 대해 약간의 조사를 하세요.

@[08:12] So when you have the list of names, just collect a little snippet about them. And when you cold call, cold email, cold DM — because you can do them all — include the snippet.

이름 목록이 있을 때, 그들에 대한 짧은 정보를 조금씩 수집하세요. 그리고 콜드 콜, 콜드 이메일, 콜드 DM — 다 할 수 있으니까 — 할 때 그 정보를 포함시키세요.

@[08:20] And I promise you — I receive so many things from people — when you get a generic cold message, I can't get it out of my inbox fast enough.

장담하건대, 저도 정말 많은 연락을 받는데, 일반적인 콜드 메시지를 받으면 받자마자 바로 지워버립니다.

@[08:30] If someone takes the time to actually understand what my business is, understand my needs, understand a little bit of my background, and then reaches out — I will usually take the time to read it.

하지만 누군가가 시간을 들여 제 비즈니스가 무엇인지, 제 니즈가 무엇인지, 제 배경이 어떤지 이해한 뒤에 연락한다면, 저는 보통 시간을 내서 읽습니다.

@[08:39] Why? Because I'm interested in myself. And so we want to leverage that self-interest to get them to respond and like us more.

왜일까요? 저 자신에 대한 이야기에 관심이 가기 때문입니다. 그래서 우리는 그 자기 관심을 활용해서 그들이 응답하고 우리를 더 좋아하게 만들어야 합니다.

@[08:46] So invest the time, pay the people, pay for the software that does that. There are softwares right now that do that.

그러니 시간을 투자하고, 사람을 고용하고, 그걸 해주는 소프트웨어에 돈을 쓰세요. 지금 그런 소프트웨어들이 있습니다.

@[08:52] Now, problem number two here is: I have my list, but what do I say to them? Talk about them.

이제 두 번째 문제입니다. 리스트는 있는데, 뭐라고 말해야 할까요? 답은 그들에 대해 이야기하는 겁니다.

@[08:57] So here's a little pro tip for you. I got a 50% response bump in email — which is pretty big — and all I did was rewrite all of our templates at below a third-grade reading level.

자, 프로 팁을 하나 드릴게요. 저는 이메일 응답률을 50%나 올렸는데, 꽤 큰 수치죠. 제가 한 건 오직 모든 템플릿을 초등학교 3학년 이하 수준으로 다시 쓴 것뿐이었습니다.

@[09:08] So what I recommend doing is taking all of your scripts — all of your phone scripts, all of your text scripts, all of your email scripts, everything — and running them all through a free reading level app online.

그래서 제가 추천하는 건, 전화 스크립트, 문자 스크립트, 이메일 스크립트 등 모든 스크립트를 가져다가 온라인 무료 읽기 수준 측정 앱에 돌려보는 겁니다.

@[09:20] I won't recommend one because they go out of business all the time, but I promise you can find one. All you do is make your message easier to understand, and more people will respond because they actually get it.

특정 앱을 추천하진 않겠습니다. 자주 서비스가 종료되거든요. 하지만 분명히 찾을 수 있을 겁니다. 메시지를 이해하기 쉽게 만들기만 하면, 실제로 이해가 되니까 더 많은 사람들이 응답합니다.

@[09:28] Because again, we have a fraction of a second. And the moment they see a word they kind of don't understand, they'll stop reading.

왜냐하면, 우리에게는 찰나의 순간밖에 없기 때문입니다. 조금이라도 이해가 안 되는 단어를 보는 순간, 읽는 걸 멈춰버립니다.

@[09:33] Number two — they didn't like us before, so we personalize it. And they don't trust us, so we have to provide big, fast value.

두 번째, 그들은 처음에 우리를 좋아하지 않으므로 개인화해야 합니다. 그리고 우리를 신뢰하지 않으므로 크고 빠른 가치를 제공해야 합니다.

@[09:41] And so the key difference between people who know you and strangers is that strangers give you less time to prove your worth.

당신을 아는 사람과 낯선 사람의 핵심 차이는, 낯선 사람은 당신이 가치를 증명할 시간을 훨씬 적게 준다는 겁니다.

@[09:47] So maybe when a family member calls, if they just waste your time, eventually you're like, "All right, man, I got to go." Just like, "Okay, this is not worth my time."

가족이 전화해서 시간을 낭비해도 결국은 "알겠어, 나 이제 가야 해"라고 하잖아요. "이건 내 시간 낭비야"라고 느끼는 거죠.

@[09:55] Someone you're familiar with, you give more time. Someone you're less familiar with, you give less time. Someone you don't know, you give seconds. It's just a spectrum.

친한 사람에게는 더 많은 시간을 줍니다. 덜 친한 사람에게는 더 적은 시간을. 전혀 모르는 사람에게는 단 몇 초밖에 안 줍니다. 그냥 스펙트럼의 차이인 거죠.

@[10:02] So here's how you do it. You give away the farm. We're not trying to tickle their interest. We're trying to blow their minds in under 30 seconds with the value we're going to provide them.

그래서 이렇게 하는 겁니다. 모든 걸 아낌없이 퍼줍니다. 우리는 그들의 흥미를 살짝 건드리려는 게 아닙니다. 30초 안에 우리가 제공할 가치로 그들을 압도하려는 겁니다.

@[10:12] That's where your lead magnet comes in. That's why it was the first thing we talked about. You need to make your lead magnet exceptional.

바로 거기서 리드 마그넷이 등장합니다. 그래서 우리가 제일 먼저 이야기한 겁니다. 리드 마그넷을 탁월하게 만들어야 합니다.

@[10:18] I just want to emphasize the fact that it's not like, "Oh, here's my thing." Make your thing exceptional and make it insane so that they will want to listen more.

강조하고 싶은 건, "어, 이거 있어요" 수준이 아니라는 겁니다. 당신의 것을 정말 탁월하고 미칠 듯이 좋게 만들어서, 그들이 더 듣고 싶게 만들어야 합니다.

@[10:27] So if your thing isn't working, you need to make it so good people feel stupid saying no.

지금 효과가 없다면, 사람들이 거절하는 게 바보같이 느껴질 정도로 좋게 만들어야 합니다.

@[10:31] That's why it was the title of the first book. So if, by the way, your lead magnet is not working, I wrote an entire book about making offers. This is an integration, by the way.

그게 바로 제 첫 번째 책의 제목이 된 이유입니다. 참고로, 리드 마그넷이 효과가 없다면, 저는 오퍼 만들기에 관한 책을 한 권 통째로 썼습니다. 이건 일종의 연계 안내입니다.

@[10:41] That outlines how to do this. So you can go read that book, follow the things. There's a course online at acquisition.com that also outlines the stuff in the book so that you can use it and make better lead magnets so that people trust you with the big, fast value faster.

그 책에 어떻게 하는지 다 나와 있습니다. 책을 읽고 따라 하시면 됩니다. acquisition.com에 온라인 강좌도 있는데, 책의 내용을 다루고 있어서 더 좋은 리드 마그넷을 만들고, 사람들이 더 빨리 여러분의 크고 빠른 가치를 신뢰하게 할 수 있습니다.

@[10:54] So, action step. Provide the biggest, fastest value you can afford with your lead magnet or offer. Write your scripts. Phone and chat scripts are never more than a page or two.

자, 실행 단계입니다. 리드 마그넷이나 오퍼로 제공할 수 있는 가장 크고 빠른 가치를 제공하세요. 스크립트를 작성하세요. 전화 및 채팅 스크립트는 한두 페이지를 절대 넘기지 마세요.

@[8:28] get it out of my inbox fast enough.

@[8:30] If someone takes time to actually understand what my

@[8:33] business is, understand my needs, understand a little bit

@[8:36] of my background,

@[8:37] and then makes that, I will usually take the time to read

@[8:38] it.

@[8:39] Why?

@[8:39] Because I'm interested in myself.

@[8:40] Right?

@[8:41] And so we want to leverage that self-interest to get them

@[8:44] to respond and like us more.

@[8:46] So, invest the time, pay the people, pay the software that

@[8:48] do that.

@[8:49] Now, there are softwares right now that do that.

@[8:51] Right?

@[8:52] So the problem number two here is that I have my list now,

@[8:54] but what do I say to them?

@[8:55] That's what you say.

@[8:56] Talk about them.

@[8:57] So here's a little pro tip for you.

@[8:59] I got a 50% response bump in email, which is pretty big.

@[9:03] And all I did was I rewrote all of our templates in below

@[9:06] third grade reading level.

@[9:08] So, what I recommend doing is taking all of your scripts,

@[9:11] all of your phone scripts, all of your text scripts, all of

@[9:14] your email scripts, everything,

@[9:15] and running them all through a free reading level app

@[9:18] online.

@[9:19] All right?

@[9:20] I won't recommend one because they go out of business all

@[9:21] the time, but I promise you can find one.

@[9:22] All right?

@[9:23] So all you do is you make your message easier to understand

@[9:25] and more people will respond because they actually get it.

@[9:27] It's easier for them to comprehend.

@[9:28] Because again, we have a fraction of a second.

@[9:30] And the moment they see a word that they kind of don't

@[9:31] understand, they'll stop reading.

@[9:33] Number two, they didn't like us before, so we personalize

@[9:36] it.

@[9:37] And they don't trust us, so we have to provide big, fast

@[9:39] value.

@[9:40] Okay?

@[9:41] And so the key difference between people who know you and

@[9:43] strangers is that strangers give you less time to prove

@[9:45] your worth.

@[9:46] Right?

@[9:47] So maybe when a family member calls, if they just waste

@[9:49] your time, eventually you're like, "All right, man, I got

@[9:52] to go."

@[9:52] Right?

@[9:53] Just like, "Okay, this is not worth my time."

@[9:55] Someone you're familiar with, you give more time.

@[9:57] Someone you're less familiar with, you give less time.

@[9:58] Someone you don't know, you give seconds.

@[10:00] Right?

@[10:01] It's just a spectrum.

@[10:02] And so here's how you do it.

@[10:03] You give away the farm.

@[10:05] We're not trying to tickle their interest.

@[10:07] We're trying to blow their minds in under 30 seconds with

@[10:09] the value that we're going to provide them.

@[10:12] That's where your lead magnet comes in.

@[10:14] That's why it was the first thing we talked about.

@[10:16] You need to make your lead magnet exceptional.

@[10:18] I just want to emphasize the fact that it's not like, "Oh,

@[10:20] here's my thing."

@[10:21] Make your thing exceptional and make it insane so that they

@[10:25] will want to listen more.

@[10:26] All right?

@[10:27] So if your thing isn't working, you need to make it so good

@[10:29] people feel stupid saying no.

@[10:30] All right?

@[10:31] That was why it was the title of the first book.

@[10:32] So if, by the way, your lead magnet is not working, I wrote

@[10:35] an entire book about making offers.

@[10:37] This is an integration, by the way.

@[10:40] That outlines how to do this.

@[10:41] All right?

@[10:42] So you can go.

@[10:43] You can read that book.

@[10:44] You can follow the things.

@[10:45] There's a course online, acquisition.com, that also

@[10:46] outlines the stuff in the book so that you can use it and

@[10:48] make better lead magnets so that people trust you with the

@[10:51] big, fast value faster.

@[10:53] Okay?

@[10:54] So action set.

@[10:56] Provide the biggest, fastest value you can afford to with

@[10:58] your lead magnet or offer.

@[10:59] Write your scripts.

@[11:00] Phone and chat scripts are never more than a page or two.

@[11:02] And cold emails rarely are more than half a page.

콜드 이메일은 거의 반 페이지를 넘지 않아요.

@[11:05] So you don't need to overthink it.

그러니까 너무 깊이 생각할 필요 없어요.

@[11:07] So if you're thinking about this, it's like, this is not a lot of words that you have to put down to make this happen.

이걸 생각해보면, 이걸 실행하는 데 엄청 많은 말이 필요한 게 아니에요.

@[11:11] The actual action is reaching out, not the script.

실제로 중요한 행동은 연락을 취하는 거지, 스크립트가 아니에요.

@[11:14] Like the first message might only be two or three sentences.

첫 번째 메시지는 두세 문장밖에 안 될 수도 있어요.

@[11:17] If you're doing DMs. And if you're calling, it's a page, maybe two pages.

DM을 보내는 거라면요. 그리고 전화를 거는 거라면 한 페이지, 많아야 두 페이지예요.

@[11:20] Like this does not take a long time, and you will learn more from your first hundred cold calls than a hundred books on how to cold call.

이거 오래 걸리지 않아요. 그리고 콜드콜 하는 법에 대한 책 백 권보다 처음 백 번의 콜드콜에서 더 많이 배울 거예요.

@[11:28] So it is a higher ROI on time to just get started.

그러니까 그냥 시작하는 게 시간 대비 수익률이 훨씬 높아요.

@[11:31] And to give you a head start, I'll provide my sample phone, email, and direct message script at the end of the chapter.

여러분이 빨리 시작할 수 있도록, 챕터 마지막에 제 샘플 전화, 이메일, 다이렉트 메시지 스크립트를 제공해 드릴게요.

@[11:37] It's also online at acquisition.com.

acquisition.com에서도 온라인으로 확인하실 수 있어요.

@[11:42] So once you know what to say, now you have — how much should I be doing of this?

자, 뭘 말해야 할지 알게 됐으면, 이제 이걸 얼마나 해야 하는지가 문제죠.

@[11:46] I'm not getting as many chances to tell people about my amazing stuff. What do I do?

사람들에게 제 엄청난 것들을 소개할 기회가 충분히 오질 않아요. 어떻게 해야 할까요?

@[11:51] And as a quick side note with the big lead magnet thing that I was saying earlier — we were able to triple the response rates to our outbound at Gym Launch.

그리고 아까 제가 말한 리드 마그넷에 대해 잠깐 덧붙이자면, 저희는 Gym Launch에서 아웃바운드 응답률을 세 배로 늘릴 수 있었어요.

@[12:01] After months of doing this, the biggest breakthrough we had was actually switching the thing that we were offering for free on the phone.

몇 달 동안 이걸 하고 나서, 저희가 이룬 가장 큰 돌파구는 사실 전화에서 무료로 제공하는 것을 바꾼 거였어요.

@[12:08] And so when I talk about offering a level of service for free, I mean it.

그래서 제가 특정 수준의 서비스를 무료로 제공한다고 말할 때, 진심으로 하는 말이에요.

@[12:13] Because what you want to do is offer what other people actually charge for.

왜냐하면 여러분이 해야 할 일은 다른 사람들이 실제로 돈을 받고 파는 것을 제공하는 거거든요.

@[12:17] Not offer something so good that you could charge for it. No. Offer stuff that other people charge for.

돈을 받을 수도 있을 만큼 좋은 걸 제공하는 게 아니에요. 아니요. 다른 사람들이 돈을 받고 파는 걸 제공하는 거예요.

@[12:25] It's a much cleaner way and they already have an anchor for what the value is.

이게 훨씬 깔끔한 방법이고, 상대방은 이미 그 가치에 대한 기준점을 가지고 있어요.

@[12:29] And so I want you to understand that this actually costs businesses money.

그래서 이게 실제로 비즈니스에 돈이 드는 일이라는 걸 이해하셨으면 해요.

@[12:33] And when they do — when you do that — the likelihood that they will respond to you is significantly higher.

그리고 그렇게 할 때, 상대방이 응답할 가능성이 훨씬 높아져요.

@[12:38] And you will significantly increase the percentage of people who respond to your outreach attempts.

그리고 아웃리치 시도에 응답하는 사람들의 비율을 크게 늘릴 수 있어요.

@[12:44] So once you do that, now you get to problem number three, which is — okay, I have my list and I'm reaching out to people with a good lead magnet, but I'm not getting enough chances to tell people my stuff.

그걸 하고 나면, 이제 세 번째 문제에 봉착하게 돼요. 리스트도 있고, 좋은 리드 마그넷으로 사람들에게 연락하고 있는데, 내 것을 소개할 기회가 충분히 오지 않는다는 거예요.

@[12:53] So there are three things we're going to do. We're going to increase volume.

그래서 우리가 할 세 가지가 있어요. 바로 볼륨을 늘리는 거예요.

@[12:55] And all three of these things increase volume — the number of times and the number of people who hear your thing.

이 세 가지 모두 볼륨을 늘려줘요. 즉, 여러분의 메시지를 듣는 횟수와 사람 수를 늘려주는 거예요.

@[13:01] So one is we automate delivery. Second, we automate distribution. And three, we follow up more times in more ways.

첫 번째는 전달을 자동화하는 것, 두 번째는 배포를 자동화하는 것, 세 번째는 더 많은 방식으로 더 자주 팔로업하는 거예요.

@[13:06] So let's break down all three. So when we automate delivery, we want to do that to the extent that we can.

세 가지 모두 분석해 볼게요. 전달을 자동화할 때는 할 수 있는 최대한으로 하고 싶어요.

@[13:11] Because what it does is it unlocks huge scale.

왜냐하면 그게 엄청난 규모를 가능하게 해주거든요.

@[13:13] So there are two ways you can think about delivering anything. You can have something that you deliver live. You can have something that you record.

무언가를 전달하는 방식은 두 가지로 생각할 수 있어요. 라이브로 전달하는 것, 그리고 녹화해서 전달하는 것이요.

@[13:18] So I could copy and paste something that is recorded.

녹화된 내용을 복사해서 붙여넣기 할 수도 있어요.

@[13:23] Now the flip side is I could leave a live voice memo that I say the person's name in, and then I send that as my DM.

반면에, 상대방 이름을 직접 말하는 라이브 음성 메모를 남겨서 DM으로 보낼 수도 있어요.

@[13:30] The likelihood that that gets a higher response rate is much higher.

그게 더 높은 응답률을 얻을 가능성이 훨씬 높아요.

@[13:34] Why? Because it took active time to write it.

왜냐고요? 그걸 만드는 데 실제 시간이 들었으니까요.

@[13:36] So it's scaling the unscalable in a way. We're personalizing the outreach attempt. It's just a different way of personalizing.

어떻게 보면 확장 불가능한 것을 확장하는 거예요. 아웃리치 시도를 개인화하는 거고, 단지 개인화하는 방식이 다를 뿐이에요.

@[13:42] Now, in time, as AI becomes crazier and crazier, there will be a continuous arms race between people sending and people receiving of — is this legitimate? Or is this AI that said my name, et cetera?

시간이 지나면서 AI가 점점 더 발전할수록, 보내는 사람과 받는 사람 사이에 끊임없는 군비 경쟁이 벌어질 거예요. 이게 진짜인가? 아니면 내 이름을 말하는 AI인가? 같은 것들이요.

@[13:54] And we'll figure it out over time. But for right now, you can automate to the degree that you possibly can without sacrificing response rate.

그건 시간이 지나면 알게 되겠죠. 하지만 지금 당장은, 응답률을 희생하지 않는 선에서 최대한 자동화할 수 있어요.

@[14:00] So fundamentally, all it is going to be is number of people reached out to times response rate equals output.

근본적으로, 연락한 사람 수 곱하기 응답률이 결과물이에요.

@[14:05] And so you can move either of these. You can go way more volume and have it automated and get a fraction of people to respond.

둘 중 어느 하나를 움직일 수 있어요. 엄청나게 많은 볼륨으로 자동화해서 일부분의 사람들만 응답하게 할 수도 있고요.

@[14:11] But you put enough N in so that the amount that you get is a big output, or you get a high percentage of people to respond.

하지만 N을 충분히 넣으면 얻는 결과물이 커지거나, 높은 비율의 사람들이 응답하게 할 수 있어요.

@[14:16] The ideal is that you do both.

이상적인 건 둘 다 하는 거예요.

@[14:19] And by the way, if you have a small audience that you're going after or a small number of leads, then I would say personalize to the greatest degree possible.

그리고 혹시 타겟 대상이 적거나 리드 수가 적다면, 최대한 개인화하는 게 좋다고 말씀드리고 싶어요.

@[14:25] Because those probably cost you a lot of time and effort to get. And I wouldn't want to burn through them.

그 리드들을 얻는 데 아마 많은 시간과 노력이 들었을 테니까요. 그걸 함부로 태워버리고 싶지 않잖아요.

@[14:28] One man's two cents. With live, you could say a script to someone over the phone. You could send a personal voicemail to each lead. You can write a handwritten card to every person on your list.

제 개인적인 의견이에요. 라이브 방식으로는 전화로 스크립트를 읽을 수도 있고, 각 리드에게 개인적인 음성 메시지를 보낼 수도 있고, 리스트의 모든 사람에게 손으로 쓴 카드를 보낼 수도 있어요.

@[14:37] Like think about how much of a response you'd get if each of these things happened.

이것들 중 하나라도 했을 때 얼마나 많은 응답을 받을지 생각해보세요.

@[14:39] So Gary Halbert had this famous thing where he said you want to write your sales letters —

게리 할버트가 유명하게 한 말이 있는데, 세일즈 레터를 쓸 때는 —

@[12:31] businesses money.

@[12:33] And when they do, when you do that, the likelihood that

@[12:35] they will respond to you is significantly higher.

@[12:38] And you will significantly increase the percentage of

@[12:40] people who respond to your outreach attempts.

@[12:43] Okay?

@[12:44] So once you do that, now you get to problem number three,

@[12:46] which is okay.

@[12:46] I have my list and I'm reaching out to people with a good

@[12:49] lead magnet, but I'm not getting enough chances to tell

@[12:52] people my stuff.

@[12:52] So what do I do?

@[12:53] So there's three things we're going to do.

@[12:54] We're going to increase volume.

@[12:55] And all three of these things increase volume.

@[12:57] So the number of times and the number of people who hear

@[12:59] your thing.

@[13:00] All right?

@[13:01] So one is we automate delivery.

@[13:02] Second, we automate distribution.

@[13:03] And three, we follow up more times in more ways.

@[13:05] So let's break down all three.

@[13:06] So when we automate delivery, we want to do that to the

@[13:10] extent that we can.

@[13:11] All right?

@[13:11] Because what it does is it unlocks huge scale.

@[13:13] So there's two ways you can think about delivering anything

@[13:15] .

@[13:15] You can have something that you deliver live.

@[13:17] You can have something that you record.

@[13:18] So I could copy and paste something that is recorded.

@[13:22] Right?

@[13:23] Now flip side is I could leave a live voice memo that I say

@[13:26] the person's name in it.

@[13:28] And then I send that as my DM.

@[13:30] The likelihood that that gets a higher response rate is

@[13:32] much higher.

@[13:33] Why?

@[13:34] Because it took active time to write it.

@[13:36] So it's scaling the unscalable in a way.

@[13:38] We're personalizing the outreach attempt.

@[13:40] It's just a different way of personalizing.

@[13:42] Now, in time, as AI becomes crazier and crazier, there will

@[13:46] be a continuous arms race between

@[13:47] people sending and people receiving of, is this legitimate?

@[13:51] Or is this AI that said my name, et cetera?

@[13:53] And we'll figure it out over time.

@[13:54] But for right now, you can automate to the degree that you

@[13:57] possibly can without sacrificing

@[13:59] response rate.

@[14:00] So fundamentally, all it is going to be number of people

@[14:02] reached out to times response rate

@[14:04] equals output.

@[14:05] And so you can move either of these.

@[14:06] You can go way more volume and have automated and get a

@[14:09] fraction, fraction of people to respond.

@[14:11] But you put enough N in the amount that you get a big

@[14:13] output or you get a high percentage

@[14:15] of people respond.

@[14:16] The ideal is that you do both.

@[14:19] And by the way, if you have a small audience that you're

@[14:21] going after or a small number of

@[14:22] leads, then I would say personalize to the greatest degree

@[14:24] possible.

@[14:25] Because those probably cost you a lot of time and effort to

@[14:26] get.

@[14:27] And I wouldn't want to burn through them.

@[14:28] One man's two cents.

@[14:29] With live, you could say a script to someone over the phone

@[14:31] .

@[14:31] You could send a personal voicemail to each lead.

@[14:33] You can write a handwritten card to every person on your

@[14:35] list.

@[14:35] Like think about how much of a response you'd get if each

@[14:37] of these things happened.

@[14:39] So Gary Halpert had this famous thing where he said, you

@[14:41] want to write your sales letters

@[14:43] Like you only had one letter left to make all the money you needed for the rest of your life.

마치 남은 평생 필요한 돈을 벌기 위해 편지 한 통밖에 남지 않은 것처럼요.

@[14:49] He said, what would that letter sound like? What would it look like?

그가 말했습니다. 그 편지는 어떤 내용이어야 할까요? 어떤 모습이어야 할까요?

@[14:51] Well, it'd probably be — and this again, this is a different time, but the fundamental principles apply.

글쎄요, 아마도 — 물론 지금과는 시대가 다르지만, 근본적인 원칙은 똑같이 적용됩니다.

@[14:56] He said, well, you'd probably hand write it on the card. You'd probably put the stamp on manually yourself. You'd probably make the whole card handwritten.

그가 말했습니다. 아마 카드에 손으로 직접 쓰겠죠. 우표도 직접 손으로 붙이고요. 카드 전체를 손으로 쓸 겁니다.

@[15:02] Well, if that's this extreme, that's because that's the highest response rate.

그 정도로 극단적으로 하는 이유는, 그게 응답률이 가장 높기 때문입니다.

@[15:06] It takes more elbow grease. But if you have more time than money, then use it. Right?

더 많은 노력이 필요하죠. 하지만 돈보다 시간이 많다면, 그 시간을 활용하세요. 그렇죠?

@[15:11] As you make more money, then you can start making those trades.

돈을 더 많이 벌게 되면, 그때부터 그 균형을 조정할 수 있습니다.

@[15:13] But when you deliver manually live, you get the highest response rates.

하지만 직접 수동으로 전달할 때 응답률이 가장 높습니다.

@[15:17] Now, when you deliver in a recorded fashion, you can pre-record a voicemail to someone's messages. You can do a pre-recorded voicemail to someone's voicemail box.

자, 녹음된 방식으로 전달할 때는, 누군가의 메시지함에 사전 녹음된 보이스메일을 남길 수 있습니다. 누군가의 보이스메일함에 사전 녹음 메시지를 보낼 수도 있죠.

@[15:24] You can send a templated email to an inbox or a templated text to someone's phone. We can send pre-recorded videos, et cetera.

받은편지함에 템플릿 이메일을 보내거나, 누군가의 휴대폰에 템플릿 문자를 보낼 수 있습니다. 사전 녹화된 영상을 보내는 것도 가능하죠.

@[15:29] You record your message one time and then send the same message to everyone.

메시지를 한 번 녹음하고 나서, 동일한 메시지를 모든 사람에게 보내는 겁니다.

@[15:32] Will you get responses? Yes. Will they be as good as the other one? Again, the trade-off depends on how much money and how much time you have.

응답이 올까요? 네, 옵니다. 하지만 앞선 방법만큼 좋을까요? 역시, 그 트레이드오프는 여러분이 가진 돈과 시간이 얼마나 되느냐에 달려 있습니다.

@[15:41] And so I won't hit on this harder because I said it earlier, but AI is going to really change how the game works and it's going to be a constant iterating thing that I just recommend you stay on the cutting edge of.

앞서 말했기 때문에 더 깊이 다루진 않겠지만, AI는 이 게임의 룰을 완전히 바꿔놓을 것입니다. 그리고 이건 계속해서 발전하는 영역이니, 항상 최첨단을 따라가길 권장합니다.

@[15:51] So, number two is to automate distribution. Okay? So, one — we automated the making of it. The other one is we're talking about automating the delivery of it.

자, 두 번째는 배포를 자동화하는 것입니다. 알겠죠? 하나는 콘텐츠 제작을 자동화한 것이고, 다른 하나는 지금 얘기하는 것처럼 전달 자체를 자동화하는 겁니다.

@[15:58] So, again, we have manual versus automated. So, manual example is that you dial the phone number. You click send on each email. You click direct message or you click send on each text. That's manually sending it. Right?

다시 말하면, 수동 방식과 자동화 방식이 있습니다. 수동의 예를 들자면, 직접 전화번호를 누르고, 이메일마다 직접 전송 버튼을 클릭하고, 문자마다 직접 메시지 전송을 누르는 것이죠. 이게 수동 발송입니다. 그렇죠?

@[16:09] Automated is using a robot to dial multiple numbers at the same time. You send a blast of a thousand emails, a thousand texts, a thousand voicemails all at once.

자동화는 로봇을 이용해 여러 번호를 동시에 거는 것입니다. 이메일 천 개, 문자 천 개, 보이스메일 천 개를 한 번에 일괄 발송하는 거죠.

@[16:16] So, you can have your thing that's manual, but you can automate distribution of it. All right?

즉, 내용은 수동으로 만들더라도, 그 배포는 자동화할 수 있습니다. 알겠죠?

@[16:21] So, each of these elements, you can add automation to give you more scale.

이러한 각 요소에 자동화를 추가해서 더 큰 규모로 확장할 수 있습니다.

@[16:25] And so, generally speaking — not always because of AI, but generally speaking — you sacrifice personalization for scale.

일반적으로 말하자면 — AI 때문에 항상 그런 건 아니지만 — 규모를 키우기 위해 개인화를 희생하게 됩니다.

@[16:31] You get a higher response rate with personalized messages. And so, the fewer you have, the less automation you should use, in my opinion.

개인화된 메시지는 응답률이 더 높습니다. 따라서 대상이 적을수록, 제 생각엔 자동화를 덜 사용하는 게 맞습니다.

@[16:37] So, for example, if you're going after hedge fund managers to sell some enterprise software to or sell some sort of data to — which is a business, by the way —

예를 들어, 헤지펀드 매니저들에게 기업용 소프트웨어나 데이터를 판매하려 한다면 — 이것도 엄연한 비즈니스입니다 —

@[16:44] there's only, what, a few thousand hedge fund managers in the entire United States, at least in the US. And I don't know how many there are in the world. There's not a lot of them.

미국 전체에 헤지펀드 매니저가 겨우 몇 천 명밖에 없습니다, 적어도 미국 기준으로는요. 전 세계에 얼마나 있는지는 모르겠지만, 그리 많지 않습니다.

@[16:52] And so, what would you do if you're trying to reach them? Well, you'd probably write a personalized handwritten letter. And honestly, beyond that, you'd probably send them a personal gift because their account is probably worth a ton of money.

그렇다면 그들에게 연락하려면 어떻게 해야 할까요? 아마 개인화된 손편지를 쓰겠죠. 솔직히 그것뿐만 아니라, 개인 선물도 보낼 겁니다. 그들의 계좌가 엄청난 가치를 지니고 있을 테니까요.

@[17:01] But there aren't many of them. So, you go way out of your way to get the response rate.

하지만 그 수가 많지 않습니다. 그러니 응답률을 높이기 위해 각별히 공을 들이는 거죠.

@[17:04] If you're selling weight loss leads or weight loss products in the United States, well, okay. If you're selling to women, then you've got, you know, 160 million people in the US that are women.

미국에서 다이어트 관련 리드나 다이어트 제품을 판매한다면, 자 여성을 대상으로 판다면, 미국에만 약 1억 6천만 명의 여성이 있습니다.

@[17:12] And if it's over a certain age, then maybe you've got a hundred million that are of age that would qualify. Okay. Well, you've got a lot more to shoot from.

특정 연령 이상으로 좁히면 자격이 되는 사람이 약 1억 명이 될 수도 있죠. 그러면 훨씬 더 많은 대상이 생기는 겁니다.

@[17:20] And so, you might have more automation in that instance. So, it really just depends on what you're selling and who you're selling to.

그런 경우엔 자동화를 더 많이 활용할 수 있죠. 결국, 뭘 팔고 누구에게 파느냐에 따라 달라지는 겁니다.

@[17:25] And so, personalization tech, as a side note, is that the perfect combination for maximum leads is max personalization with max volume.

여담으로, 개인화 기술에 대해 말하자면, 최대한의 리드를 얻기 위한 완벽한 조합은 최대 개인화와 최대 물량을 동시에 달성하는 것입니다.

@[17:31] And with tech, you don't always sacrifice personalization with scale. And every day, data becomes more accessible to find personal data.

기술을 활용하면 규모를 키우면서도 개인화를 반드시 포기할 필요가 없습니다. 그리고 매일매일 개인 데이터를 찾는 것이 더 쉬워지고 있습니다.

@[17:38] So, if you can set up the tech to accomplish both personalization and volume, you have an incredibly effective lead-getting combo.

따라서 개인화와 대량 발송, 두 가지를 모두 달성하는 기술 시스템을 구축할 수 있다면, 엄청나게 효과적인 리드 확보 조합을 갖게 되는 겁니다.

@[17:44] And so, number three for getting more volume — because you want to get more people to respond to you — is follow up more times in more ways.

그리고 더 많은 사람들이 반응하도록 물량을 늘리기 위한 세 번째 방법은, 더 다양한 방식으로, 더 많이 팔로업하는 것입니다.

@[17:51] And so, there's two ways you can get more from your list. All right. So, more ways and more times.

리스트에서 더 많은 성과를 얻는 방법에는 두 가지가 있습니다. 바로 더 다양한 방식과 더 많은 횟수입니다.

@[17:56] More ways means the more ways you try to contact someone, the more likely you are to contact them. For example, I don't respond to phone calls, like I said earlier, but I respond more to direct messages than I do. It's just me. Not everyone's like that. Some people like phone calls.

'더 다양한 방식'은, 누군가에게 연락을 시도하는 방법이 다양할수록 실제로 연락이 닿을 가능성이 높아진다는 뜻입니다. 예를 들어, 저는 앞서 말했듯이 전화에는 잘 답하지 않지만, 다이렉트 메시지에는 더 잘 반응합니다. 이건 저만 그런 거고, 모든 사람이 그런 건 아닙니다. 어떤 사람들은 전화를 더 선호하기도 하죠.

@[18:07] On the flip side, you also have more times.

반면에, '더 많은 횟수'라는 방법도 있습니다.

@[15:39] time you have.

@[15:41] And so I won't hit on this harder because I said it earlier

@[15:42] , but AI is going to really change

@[15:45] how the game works and it's going to be a constant iter

@[15:47] ating thing that I just recommend you stay

@[15:48] on the cutting edge of.

@[15:51] So, number two is the automate distribution.

@[15:53] Okay?

@[15:54] So, one we automated the making of it.

@[15:55] The other one is we're talking about automating the

@[15:57] delivery of it.

@[15:58] So, again, we have manual versus automated.

@[16:00] So, manual example is that you dial the phone number.

@[16:03] You click send on each email.

@[16:04] You click direct message or you click send on each text.

@[16:07] That's manually sending it.

@[16:08] Right?

@[16:09] Automated is using a robot to dial multiple numbers at the

@[16:11] same time.

@[16:12] You send a blast of a thousand emails, a thousand texts, a

@[16:14] thousand voicemails all at once.

@[16:16] So, you can have your thing that's manual, but you can

@[16:18] automate distribution of it.

@[16:20] All right?

@[16:21] So, each of these elements, you can add automation to give

@[16:24] you more scale.

@[16:25] And so, generally speaking, not always because of AI, but

@[16:28] generally speaking, you sacrifice personalization for scale

@[16:31] .

@[16:31] You get a higher response rate with personalized messages.

@[16:34] And so, the fewer you have, the less automation you should

@[16:36] use, in my opinion.

@[16:37] So, for example, if you're going after hedge fund managers

@[16:39] to sell some enterprise software to

@[16:41] or sell some sort of data to, which is a business, by the

@[16:43] way,

@[16:44] there's only, what, a few thousand hedge fund managers in

@[16:47] the entire United States, at least in the US.

@[16:49] And I don't know how many there are in the world.

@[16:51] There's not a lot of them.

@[16:52] And so, what would you do if you're trying to reach them?

@[16:54] Well, you'd probably write a personalized handwritten

@[16:55] letter.

@[16:56] And honestly, beyond that, you'd probably send them a

@[16:58] personal gift

@[16:59] because their account is probably worth a ton of money.

@[17:01] But there aren't many of them.

@[17:02] So, you go way out of your way to get the response rate.

@[17:04] If you're selling weight loss leads or weight loss products

@[17:07] in the United States, well, okay.

@[17:08] If you're selling women, then you've got, you know, 160

@[17:10] million people in the US that are women.

@[17:12] And if it's over a certain age, then maybe you've got a

@[17:14] hundred million that are of age that would qualify.

@[17:17] Okay. Well, you've got a lot more to shoot from.

@[17:20] And so, you might have more automation in that instance.

@[17:22] So, it really just depends on what you're selling and who

@[17:23] you're selling to.

@[17:24] All right.

@[17:25] And so, personalization tech, as a side note, is that the

@[17:27] perfect combination for maximum leads is max personal

@[17:30] ization with max volume.

@[17:31] And with tech, you don't always sacrifice personalization

@[17:33] with scale.

@[17:34] And everyday data becomes more accessible to find personal

@[17:36] data.

@[17:37] All right.

@[17:38] So, if you can set up the tech to accomplish both personal

@[17:40] ization and volume, you have an incredibly effective lead

@[17:43] getting combo.

@[17:44] And so, number three for getting more volume, because you

@[17:45] want to get more people to respond to you, is follow up

@[17:48] more times in more ways.

@[17:51] And so, there's two ways you can get more from your list.

@[17:53] All right.

@[17:54] So, more ways and more times.

@[17:56] More ways means the more ways you try to contact someone,

@[17:58] the more likely you're to contact them.

@[18:00] For example, I don't respond to phone calls, like I said

@[18:02] earlier, but I respond more to direct messages than I do.

@[18:04] It's just me.

@[18:05] Not everyone's like that.

@[18:06] Some people like phone calls.

@[18:07] On the flip side, you also have more times.

@[18:09] So, if you contact someone multiple times, then you show that you are serious.

누군가에게 여러 번 연락을 취하면, 당신이 진지하다는 것을 보여주는 겁니다.

@[18:13] And doing so quickly, and it's a key point, communicates that you have something important to discuss.

그리고 빠르게 행동하는 것, 이게 핵심인데요, 중요한 이야기가 있다는 걸 전달하는 거예요.

@[18:16] So, curiosity increases because they fear they're missing out.

그러면 상대방은 뭔가를 놓치고 있다는 불안감에 호기심이 높아지게 됩니다.

@[18:19] So, if you contact someone twice via email and text and phone call, and then three times, and then three times again a few hours later, and three times again a few hours later, the likelihood they respond is pretty high.

이메일, 문자, 전화로 두세 번 연락하고, 몇 시간 후에 또 세 번, 그리고 또 몇 시간 후에 세 번 더 시도하면, 상대방이 응답할 가능성이 꽤 높아집니다.

@[18:29] A lot higher than if you called once and didn't leave a voicemail.

한 번 전화해서 음성 메시지도 안 남기는 것보다 훨씬 높죠.

@[18:33] The thing is, most times, that's what people do and say, "This doesn't work."

문제는, 대부분의 사람들이 그렇게 한 번만 하고는 "이건 효과가 없어"라고 말한다는 겁니다.

@[18:38] So, don't do that. More times, more ways.

그러니까 그러지 마세요. 더 많이, 더 다양한 방법으로 접근하세요.

@[18:41] And I said this earlier, and I'm going to say it again, is that Cindy might not have been in the right micro space.

앞서도 말했지만 다시 말할게요. 신디가 그때 딱 맞는 상황이 아니었을 수 있어요.

@[18:47] She might have been between things at that time.

그 시점에 다른 일들 사이에 끼어 있었을 수도 있고요.

@[18:49] She might have had a full day where she was out with her family golfing or whatever people do, you know, at Disney World, right, with her family.

가족들이랑 골프를 치거나, 디즈니월드에 놀러 가거나, 뭐 그런 걸 하면서 하루 종일 바빴을 수도 있죠.

@[18:56] And she might not have responded at all to all nine of the outreach attempts, okay?

그래서 아홉 번의 연락 시도 중 단 하나에도 응답하지 않았을 수 있어요.

@[18:59] Or, she might not have needed your thing right then. And she might need it again later.

아니면 그 당시에는 당신의 제품이 필요 없었을 수도 있어요. 나중에 필요해질 수도 있고요.

@[19:04] And so, once their lead list is big enough, believe it or not, you can actually keep harvesting from that list.

리드 목록이 충분히 커지면, 믿기 어렵겠지만, 그 목록에서 계속해서 수확을 거둘 수 있어요.

@[19:08] You go right back to the top and you work it again. The same as we did in cold outreach.

다시 처음으로 돌아가서 반복하는 거예요. 콜드 아웃리치에서 했던 것과 똑같이요.

@[19:12] The reason I'm bringing this up is because there are parallels between warm and cold.

이걸 꺼내는 이유는 웜 아웃리치와 콜드 아웃리치 사이에 공통점이 있기 때문이에요.

@[19:15] It's just that cold, we've got to be tighter and better.

다만 콜드는 더 정교하고 잘해야 한다는 차이가 있을 뿐이죠.

@[19:17] And so, bottom line here is, act like you're actually trying to get a hold of these people, rather than going through the motions, and you probably will.

요점은 이겁니다. 형식적으로 하는 척하지 말고, 진짜로 그 사람들에게 연락하려는 것처럼 행동하세요. 그러면 실제로 연결될 거예요.

@[19:24] And don't be a nincompoop. All right? That's my disclaimer.

그리고 멍청하게 굴지 마세요. 이게 제 면책 조항입니다.

@[19:27] If someone asks you to not contact them, don't contact them again.

누군가가 연락하지 말라고 하면, 다시는 연락하지 마세요.

@[19:29] All right? Not because there isn't a chance that it could work, but because for the same effort, you could reach out to someone who isn't already negatively inclined, who doesn't already hate you.

효과가 없어서가 아니에요. 같은 노력으로, 당신에 대해 부정적이지 않은 사람, 당신을 싫어하지 않는 사람에게 연락할 수 있기 때문이죠.

@[19:35] It's just more efficient to turn neutral to yes than no to yes.

'싫다'를 '좋다'로 바꾸는 것보다, '중립'을 '좋다'로 바꾸는 게 훨씬 효율적이에요.

@[19:38] And on top of that, you don't want a bad reputation. That stuff follows you.

게다가 나쁜 평판은 원하지 않으시잖아요. 그런 건 계속 따라다니거든요.

@[19:41] So, try hard because you have a genuine desire to solve their problem, but be respectful.

그러니까 그들의 문제를 진심으로 해결해 주고 싶다는 마음으로 열심히 하되, 예의를 지키세요.

@[19:44] So, when you finish contacting your list, start back at the top again.

리스트의 연락을 다 마치면, 다시 처음부터 시작하세요.

@[19:47] And this actually works for the three reasons I said. They might not have seen it, they might not have had time to respond, or their circumstances have changed.

이게 실제로 효과가 있는 건 제가 말한 세 가지 이유 때문이에요. 못 봤거나, 응답할 시간이 없었거나, 아니면 상황이 바뀌었거나.

@[19:54] Those are all three very good reasons to follow up.

이 세 가지 모두 팔로업을 해야 할 충분한 이유가 됩니다.

@[19:57] So, don't listen to your own head trash about that.

그러니까 그것에 대해 머릿속에서 떠드는 잡소리에 귀 기울이지 마세요.

@[20:00] Action step. After you've attempted to contact them multiple times, multiple ways, wait three to six months, and then do it again.

실천 항목입니다. 여러 번, 여러 방법으로 연락을 시도한 후에는, 3~6개월을 기다렸다가 다시 시도하세요.

@[20:06] And so, pro tip. If you are new to outreach on the team, shadow the best person on the team.

프로 팁입니다. 팀에서 아웃리치를 막 시작했다면, 팀 내 최고의 사람을 따라 배우세요.

@[20:12] If you're in a company, this is a little bit more for the employees. And then, double their inputs.

회사에 속해 있다면, 이건 직원들에게 좀 더 해당하는 말인데요. 그 사람의 활동량을 두 배로 늘리세요.

@[20:16] So, if they make 200 calls, make 400. And if that means you work more, duh. Right?

그 사람이 200번 전화한다면, 당신은 400번 하세요. 그게 더 많이 일해야 한다는 걸 의미하면, 당연한 거 아닌가요?

@[20:21] You're going to suck before you're good. And you can make up for your lack of skill with volume faster.

잘하기 전에는 못하는 시기가 있어요. 그리고 실력 부족은 양으로 더 빠르게 메울 수 있어요.

@[20:25] Volume negates luck. You can do away with luck if you just increase your volume sufficiently.

양은 운을 무력화시킵니다. 양을 충분히 늘리면 운에 의존할 필요가 없어져요.

@[20:30] And when you do twice as many, you get good in half the time.

그리고 두 배로 하면, 절반의 시간 안에 실력이 늘어요.

@[20:33] And once you beat their numbers, then you can get cute and try new things.

그 사람의 숫자를 넘어서면, 그때 가서 영리하게 새로운 시도를 해볼 수 있어요.

@[20:37] So, replicate what they do before you iterate on it. All right?

변형하기 전에 먼저 그대로 복제하세요. 알겠죠?

@[20:40] So, don't try and get cute. Look at what the best person does. Copy it exactly with twice the volume.

영리한 척하려 하지 마세요. 최고의 사람이 하는 걸 보고, 두 배의 양으로 똑같이 복사하세요.

@[20:45] And then, until you beat that person's numbers, don't change anything.

그리고 그 사람의 숫자를 넘어설 때까지는 아무것도 바꾸지 마세요.

@[20:49] And then, once you have enough mastery, then you can get cute with it.

충분한 숙련도가 생긴 다음에야 비로소 자기만의 방식을 시도해볼 수 있어요.

@[20:54] Here's a little bonus voicemail script for you. Let's say you're targeting Adidas and Nike is one of your customers, okay?

보너스로 음성 메시지 스크립트를 하나 드릴게요. 예를 들어 아디다스를 공략 중이고, 나이키가 당신의 고객 중 하나라고 해봅시다.

@[20:59] "Hey, John. It's Alex. I'm calling in reference to Nike. Please give me a call back at whatever."

"안녕하세요, 존. 저 알렉스예요. 나이키 건으로 연락드렸어요. 편하실 때 전화 주세요."

@[21:04] And so, the thing is, that actually gets a ton of callbacks because what does that sound like?

이게 실제로 콜백을 엄청 많이 받거든요. 어떻게 들리는지 아세요?

@[21:10] Like someone who actually knows them, right? Or someone who has some piece of information they might find relevant.

자기를 실제로 아는 사람 같잖아요, 그렇죠? 아니면 자신과 관련된 정보를 가진 사람처럼 들리는 거예요.

@[21:14] So, if you know some of their customers or someone who's in their circle, reach out to them using that third-party trust.

그러니까 상대방의 고객이나 주변 사람을 알고 있다면, 그 제3자 신뢰를 활용해서 연락하세요.

@[21:21] I'm giving you some tactics here because I actually get this. I understand this stuff.

제가 지금 전술들을 알려드리는 건, 제가 이걸 진짜로 이해하기 때문이에요.

@[21:24] I know what it's like to have no fucking reputation and actually have to hustle and make business.

아무런 명성도 없는 상태에서 진짜로 발로 뛰며 비즈니스를 만들어야 했던 게 어떤 건지 알거든요.

@[21:30] This is a script. There are many others like it out there. I'm just giving you this one as a way to think through it.

이건 하나의 스크립트예요. 비슷한 게 세상에 많이 있어요. 이건 그냥 사고방식을 익히는 예시로 드리는 거예요.

@[21:37] So, here's why this works.

자, 이게 왜 효과가 있는지 설명할게요.

@[19:40] That stuff follows you.

@[19:41] So, try hard because you have a general desire to solve

@[19:42] their problem, but be respectful.

@[19:44] So, when you finish contacting your list, start back at the

@[19:46] top again.

@[19:47] And this actually works for the three reasons I said.

@[19:49] They might not have seen it, they might not have had time

@[19:51] to respond, or their circumstances have changed.

@[19:54] Those are all three very good reasons to follow up.

@[19:57] So, don't listen to your own head trash about that.

@[20:00] Action step.

@[20:01] After you've attempted to contact them multiple times,

@[20:03] multiple ways, wait three to six months, and then do it

@[20:05] again.

@[20:06] And so, pro tip.

@[20:07] If you are new to outreach on the team, shout at the best

@[20:10] guy on the team.

@[20:11] All right?

@[20:12] If you're in a company, this is a little bit more to the

@[20:13] employees.

@[20:14] And then, double their inputs.

@[20:16] So, if they make 200 calls, make 400.

@[20:18] And if that means you work more, duh.

@[20:20] Right?

@[20:21] You're going to suck before you're good.

@[20:22] And you can make up for your lack of skill with volume

@[20:24] faster.

@[20:25] Volume negates luck.

@[20:27] You can do away with luck if you just increase your volume

@[20:29] sufficiently.

@[20:30] And when you do twice as many, you get good in half the

@[20:32] time.

@[20:33] And once you beat their numbers, then you can get cute and

@[20:36] try new things.

@[20:37] So, replicate what they do before you iterate on it.

@[20:39] All right?

@[20:40] So, don't try and get cute.

@[20:41] Look at what the best guy does.

@[20:43] Copy it exactly with twice the volume.

@[20:45] And then, until you beat that guy's numbers or that gal's

@[20:47] numbers, don't change anything.

@[20:49] And then, once you have enough mastery, then you can get

@[20:52] cute with it.

@[20:53] All right.

@[20:54] Here's a little bonus voicemail script for you.

@[20:56] Let's say you're targeting Adidas and Nike is one of your

@[20:58] customers, okay?

@[20:59] Hey, John.

@[21:00] It's Alex.

@[21:01] I'm calling in reference to Nike.

@[21:02] Please give me a call back at whatever.

@[21:04] And so, the thing is, that actually gets a ton of callbacks

@[21:07] because what does that sound like?

@[21:10] Like someone who actually knows them, right?

@[21:12] Or someone who has some piece of information they might

@[21:13] find relevant.

@[21:14] So, if you know some of their customers or someone who's in

@[21:16] their circle, reach out to them using the third party trust

@[21:19] .

@[21:20] All right?

@[21:21] I'm giving you some tactics here because I actually get

@[21:22] this.

@[21:23] I understand this stuff.

@[21:24] I know what it's like to have no fucking reputation and

@[21:26] actually have to like drum and like make business.

@[21:29] All right?

@[21:30] This is a script.

@[21:31] There are many others like them that are out there.

@[21:33] I'm just giving you this one as a way to think through it.

@[21:36] Okay?

@[21:37] So, here's why this works.

@[21:39] It's short.

짧습니다.

@[21:40] No need for your prospect to overthink it.

잠재 고객이 너무 깊이 생각할 필요가 없죠.

@[21:41] It's relevant.

관련성이 있습니다.

@[21:42] I'm not mentioning any company.

어떤 회사 이름도 언급하지 않아요.

@[21:43] I'm just mentioning a competitor.

그냥 경쟁사를 언급할 뿐이죠.

@[21:44] And then three, it opens a loop.

그리고 세 번째, 루프를 열어둡니다.

@[21:46] Humans are curious by nature and hate open loops, just like I've created here.

인간은 본래 호기심이 많고 열린 루프를 싫어하죠, 제가 여기서 만든 것처럼요.

@[21:49] So, for example, if I was contacting a gym, I would look at a gym across the street from them that they would know.

예를 들어, 제가 헬스장에 연락을 한다면, 그들이 알 만한 길 건너편 헬스장을 찾아보겠죠.

@[21:54] And I would say, "Hey, John, it's Alex. I'm calling in reference to Wolf Fitness. Give me a call back at XYZ."

그리고 이렇게 말하는 거예요. "안녕하세요, 존, 저 알렉스예요. 울프 피트니스 관련해서 전화드렸습니다. XYZ로 다시 전화 주세요."

@[22:04] If I'm the owner of 123 Fitness and I hear about Wolf Fitness from across the street, Big Bad Wolf, I might be like, "Huh? I wonder what it's like — curiosity."

제가 123 피트니스 오너인데 길 건너 울프 피트니스, 빅 배드 울프 얘기를 들으면 이런 생각이 들겠죠. "흠? 뭔 얘기지?" — 호기심이 생기는 거예요.

@[22:16] So I call back. Right? And now it's inbound.

그래서 다시 전화를 하게 됩니다. 그렇죠? 이제 인바운드가 된 거예요.

@[22:19] So here's what you don't do.

그럼 하지 말아야 할 것들을 알려드릴게요.

@[22:21] "Hey, this is Alex. I'm calling from—" No, no. Just say who you're looking for.

"안녕하세요, 저는 알렉스고요. 저는 ~에서 전화드렸—" 이러면 안 돼요. 그냥 찾는 사람 이름만 말하세요.

@[22:28] "John?" "Yeah." "It's Alex. From—" Right? See the pauses there?

"존?" "네." "저 알렉스예요. ~에서—" 그렇죠? 거기서 멈추는 거 보이시나요?

@[22:35] If I were talking to somebody, you can hear in my tone that I give the pause to give them the idea that they should be searching their memory for my name.

누군가와 얘기할 때, 제 말투를 들으면 알 수 있는데, 저는 상대방이 제 이름을 기억 속에서 찾아야 한다는 느낌을 주기 위해 잠시 멈추는 거예요.

@[22:44] But you know what they're not doing? Hanging up.

그런데 그들이 하지 않는 게 뭔지 아세요? 전화를 끊지 않는 거예요.

@[22:46] Don't say "This is first name." Don't mention your company name, and don't fail to follow up.

"저는 [이름]입니다"라고 하지 마세요. 회사 이름도 언급하지 말고, 팔로우업을 빠뜨리지 마세요.

@[22:51] So follow up no matter what.

무슨 일이 있어도 팔로우업을 하세요.

@[22:53] So how much should I do? A lot. And that's what we do.

얼마나 많이 해야 하냐고요? 많이요. 그게 바로 우리가 하는 거예요.

@[22:56] We automate all those different pieces and we get more volume up.

우리는 그 모든 과정을 자동화해서 더 많은 볼륨을 만들어냅니다.

@[22:58] So here's some benchmarks.

자, 여기 몇 가지 벤치마크가 있어요.

@[22:59] So we said earlier that there are three problems that strangers create, which we have now solved.

앞서 낯선 사람들이 만들어내는 세 가지 문제가 있다고 했는데, 이제 우리가 그것들을 해결했습니다.

@[23:03] Number one is: how do I contact them? You scrape them, you buy them, or you elbow grease them.

첫 번째, 어떻게 연락하냐? 스크래핑하거나, 구매하거나, 직접 발로 뛰면 됩니다.

@[23:07] Problem number two is that you have your list, but what do you say to them? Well, we outline the script. We personalize it. Big, fast value — as fast as humanly possible.

두 번째 문제는 리스트는 있는데 뭐라고 해야 하냐는 거죠. 스크립트를 작성하고, 개인화하고, 최대한 빠르게 큰 가치를 제공하는 겁니다.

@[23:14] The big breakthrough we had — we 3X'd our response rates by actually giving something that other people used to charge for away for free.

우리가 이룬 큰 돌파구는, 다른 사람들이 돈을 받고 팔던 것을 무료로 제공함으로써 응답률을 3배나 높인 거예요.

@[23:20] Number three is: I'm not getting enough chances to tell people about my stuff. What do I do? You increase volume. You do that by automating delivery and automating distribution.

세 번째, 내 것을 알릴 기회가 충분하지 않다는 거예요. 어떻게 하냐고요? 볼륨을 높이세요. 발송과 배포를 자동화하면 됩니다.

@[23:29] And you can do that if you have enough scale.

충분한 규모가 있다면 그렇게 할 수 있어요.

@[23:31] Now, if you want more people to respond and you have more time, then you go even heavier on personalization so you get your response rates up.

더 많은 사람의 응답을 원하고 시간이 있다면, 개인화에 더 집중해서 응답률을 높이세요.

@[23:36] And I give you a sample script.

그리고 샘플 스크립트도 드릴게요.

@[23:38] So how well are you doing?

그럼 지금 얼마나 잘하고 계신가요?

@[23:40] The two times I failed at cold outreach, I hired people who never tracked metrics well.

제가 콜드 아웃리치에서 실패한 두 번은, 지표를 제대로 추적하지 않는 사람들을 고용했을 때였어요.

@[23:44] The third person did, and cold outreach succeeded.

세 번째 사람은 제대로 했고, 콜드 아웃리치는 성공했습니다.

@[23:47] So here's an example. There's me, pitching.

자, 예시를 들어볼게요. 제가 직접 피칭하는 경우입니다.

@[23:50] 100 cold calls a day, you get a 25% pickup rate, so 25 pickups. And 25% want to take the lead magnet, whatever the thing is. So four people become engaged leads.

하루에 콜드콜 100통, 25% 수신율이면 25건이 연결되죠. 그 중 25%가 리드 마그넷을 원하면, 4명이 관심 리드가 됩니다.

@[23:58] So that means it may take me four hours of making cold calls to get four total engaged leads — one engaged lead per hour.

즉, 콜드콜 4시간으로 총 4명의 관심 리드를 얻는 거예요. 시간당 한 명인 셈이죠.

@[24:04] Not a bad deal. You get one engaged lead per hour. It's okay. It's not a bad gig.

나쁘지 않죠. 시간당 관심 리드 한 명. 괜찮아요. 나쁜 일이 아닙니다.

@[24:08] In terms of your cost per time, it's zero. It's whatever food it takes you to stay alive.

시간당 비용으로 따지면, 거의 제로예요. 살아있는 데 필요한 밥값 정도죠.

@[24:13] If it's somebody else, it's whatever their hourly rate is. Not a bad cost.

다른 사람을 쓴다면 그 사람의 시급이 들겠지만, 나쁜 비용은 아니에요.

@[24:16] And this is how it works. So I'll tell you, this is actually a screenshot from one of our portfolio companies that we just tweaked one of their outbound email delivery systems.

이게 바로 작동 방식이에요. 말씀드리자면, 이건 실제로 우리 포트폴리오 회사 중 하나의 스크린샷인데, 그 회사의 아웃바운드 이메일 발송 시스템을 약간 조정한 거예요.

@[24:25] And actually, they have a massively effective outbound email-only system.

사실 이 회사는 이메일만으로도 엄청나게 효과적인 아웃바운드 시스템을 갖추고 있어요.

@[24:30] So here's the emails per day. We got 30% open rate, which in the phone call would have been the pickups.

자, 하루 이메일 발송량입니다. 30% 오픈율을 기록했는데, 전화로 따지면 수신율에 해당하죠.

@[24:37] And 10% of the opens reply. Pretty good.

그리고 오픈한 사람 중 10%가 답장을 보냅니다. 꽤 좋은 수치예요.

@[24:40] The only thing is we don't track it in there. But you can see — these are actual numbers from a company. So you can get good at this stuff.

다만 그 안에서 세부 추적은 안 되지만, 이게 실제 회사의 실제 수치라는 걸 보실 수 있어요. 이 분야에서 정말 잘할 수 있습니다.

@[24:46] And this company is very good at it.

그리고 이 회사는 정말 잘하고 있어요.

@[24:47] Here's a pro tip for you.

자, 프로 팁을 드릴게요.

@[24:49] Give each rep an explicit number of leads to work every week. They should care for these leads like they are children.

각 영업 담당자에게 매주 명확한 리드 수를 배정하세요. 그 리드들을 자식처럼 소중히 다뤄야 합니다.

@[24:56] Give a rep too many and they will waste them.

너무 많이 주면 낭비하게 돼요.

@[24:58] And I think that's why it's important to get your own leads in the beginning. Because you will know how valuable these are and how hard you have to work for them.

그래서 처음에는 직접 리드를 확보하는 게 중요하다고 생각해요. 얼마나 귀한 것인지, 얼마나 힘들게 얻는 것인지 몸으로 알게 되니까요.

@[25:04] So if someone can work 100 leads at full capacity, I'll give them 70-ish. That way they have time and energy to squeeze everything they can out of the leads they've got.

누군가가 최대 100개의 리드를 처리할 수 있다면, 저는 70개 정도를 줍니다. 그래야 가진 리드에서 최대한 뽑아낼 시간과 에너지가 생기니까요.

@[25:10] And since all reps get the same amount of leads every week, you can give them absolute quotas for deals.

그리고 모든 담당자가 매주 같은 수의 리드를 받으니까, 계약에 대한 절대적인 할당량을 정해줄 수 있어요.

@[23:05] You scrape them, you buy them, or you elbow grease them.

@[23:07] Problem number two is that you have your list, but what do

@[23:09] you say to them?

@[23:10] Well, we outline the script.

@[23:11] We personalize it.

@[23:12] Big, fast value.

@[23:13] As fast as humanly possible.

@[23:14] The big breakthrough we had, we 3X our response rates by

@[23:16] actually giving something that other people used to charge

@[23:19] for away for free.

@[23:20] Number three is I'm not getting enough chances to tell

@[23:22] people about my stuff.

@[23:23] What do I do?

@[23:24] You increase volume.

@[23:25] You do that by automating delivery and automating

@[23:27] distribution.

@[23:28] Right?

@[23:29] And you can do that if you have enough scale.

@[23:31] Now, if you want more people to respond and you have more

@[23:32] time, then you go even heavier on personalization so you

@[23:35] get your response rates up.

@[23:36] And I give you a sample script.

@[23:37] Okay?

@[23:38] So, how well are you doing?

@[23:40] The two times I failed at Code Outreach, I hired people who

@[23:42] never tracked metrics well.

@[23:44] The third person did and Code Outreach succeeded.

@[23:47] And so, here's an example.

@[23:48] There's me, pitching.

@[23:50] So, 100 cold calls a day, you get a 25% pickup rate, so 25

@[23:53] pickups.

@[23:54] And 25% want to take the lead magnet, whatever the thing is

@[23:56] .

@[23:57] So, four people become engaged leads.

@[23:58] So, that means that it may take me four hours of making

@[24:01] cold calls to get one engaged lead per hour.

@[24:03] So, four total.

@[24:04] Not a bad deal.

@[24:05] You get one engaged lead per hour.

@[24:06] It's okay.

@[24:07] It's not a bad gig.

@[24:08] In terms of your cost per time, it's zero.

@[24:10] It's whatever food it takes you to stay alive.

@[24:12] Right?

@[24:13] If it's somebody else, it's whatever their hourly rate is.

@[24:14] Not a bad cost.

@[24:15] Right?

@[24:16] And this is how it works.

@[24:17] And so, I'll tell you, this is actually a screenshot from

@[24:18] one of our portfolio companies that we just tweaked one of

@[24:22] their outbound email delivery systems.

@[24:25] And actually, they have a massively effective outbound

@[24:28] email-only system.

@[24:30] And so, here's the emails per day.

@[24:32] We got 30% open rate, which in the phone call would have

@[24:35] been in pickups.

@[24:36] Right?

@[24:37] And 10% of the opens reply.

@[24:38] Right?

@[24:39] Pretty good.

@[24:40] The only thing is we don't track in there.

@[24:41] But you can see, like, these are actual numbers from a

@[24:43] company.

@[24:44] So, like, you can get good at this stuff.

@[24:46] And this company is very good at it.

@[24:47] Here's a pro tip for you.

@[24:49] So, give each rep an explicit number of leads to work every

@[24:51] week.

@[24:52] So, they should care for these leads like they are children

@[24:54] .

@[24:55] Alright?

@[24:56] So, give a rep too many and they will waste them.

@[24:58] And I think that's why it's important to get your own leads

@[24:59] in the beginning.

@[25:00] Because you will know how valuable these are and how hard

@[25:02] you have to work for them.

@[25:03] Alright?

@[25:04] So, if someone can work 100 leads at full capacity, I'll

@[25:06] give them 70-ish.

@[25:07] That way they have time and energy to squeeze everything

@[25:09] they can out of the leads they've got.

@[25:10] And since all reps get the same amount of leads every week,

@[25:13] you can give them absolute quotas for deals.

@[25:15] Alright?

@[25:16] Which is kind of nice.

꽤 괜찮은 방식이죠.

@[25:17] So, I give you 70 leads. You give me back seven appointments. I pay you.

제가 리드 70개를 드리면, 여러분은 저한테 미팅 7개를 가져다줍니다. 그럼 제가 돈을 드리는 거예요.

@[25:20] No leads left behind. That's the game.

리드는 하나도 버리지 않는 겁니다. 그게 핵심이에요.

@[25:22] And so, here's your action steps.

자, 이제 실행 단계를 알려드리겠습니다.

@[25:25] So, it's still you because we're in the core four — the stuff that only one person can do. So, it's you.

여기서도 주체는 여러분입니다. 우리가 지금 '핵심 4가지' 단계에 있기 때문이에요 — 오직 한 사람만 할 수 있는 것들이요. 그러니까 주인공은 바로 여러분입니다.

@[25:30] What are you doing? The book and then a lead magnet or core offer. Big, fast value.

무엇을 하냐고요? 스크립트를 활용해서 리드 마그넷이나 핵심 오퍼를 제시하는 겁니다. 크고 빠른 가치를 전달하는 거예요.

@[25:34] Where? Any private communication platform.

어디서요? 모든 비공개 커뮤니케이션 플랫폼에서요.

@[25:36] To whom? The leads list that you scraped, bought, or sourced using software.

누구에게요? 직접 수집했거나, 구매했거나, 소프트웨어로 확보한 리드 리스트 대상으로요.

@[25:39] When? Every day. Seven days a week.

언제요? 매일요. 주 7일 내내요.

@[25:42] Why? To get leads to engage and sell more stuff.

왜요? 리드들의 반응을 이끌어내고, 더 많은 걸 팔기 위해서요.

@[25:44] How? Live calls, voicemail drops, email blasts, text blasts, direct message texts, video messages, voice messages, direct mail pieces, handwritten cards.

어떻게요? 라이브 콜, 음성 메시지 전송, 이메일 대량 발송, 문자 대량 발송, DM 문자, 영상 메시지, 음성 메시지, 우편물, 손으로 쓴 카드까지요.

@[25:51] All of those things are examples of cold reach outs.

이 모든 것들이 바로 콜드 리치아웃의 예시들입니다.

@[25:53] How much? 100 a day minimum.

얼마나요? 하루에 최소 100건입니다.

@[25:55] How many times? Two times a day? Three times a day? At least?

몇 번씩이요? 하루에 두 번? 세 번? 최소한으로요?

@[25:59] For the first few days, and then you can do seven days of one time a day reach outs after that.

처음 며칠은 그렇게 하고, 그 이후에는 하루에 한 번씩 7일간 리치아웃을 하면 됩니다.

@[26:03] How long? As long as it takes.

얼마나 오래요? 될 때까지요.

@[26:07] So, those are our benchmarks. You'll be like, "Man, that sounds like a lot of work. So, why would I bother?"

자, 이게 우리의 기준점들입니다. 여러분은 이렇게 생각하실 수 있어요. "세상에, 이거 일이 엄청 많네. 굳이 왜 해야 하지?"

@[26:12] So, let me give you a real world example of why you would bother and why it's worth it.

그래서 제가 현실적인 이유를 알려드리겠습니다. 왜 해야 하는지, 왜 그럴 가치가 있는지요.

@[26:17] Number one, is that with cold outreach, you don't need to create lots of content or ads. Now, is it a bonus? Absolutely. But do you have to? No.

첫째, 콜드 아웃리치는 콘텐츠나 광고를 많이 만들 필요가 없어요. 물론 있으면 좋죠. 확실히요. 하지만 반드시 해야 하냐고요? 아니에요.

@[26:26] So, if you want your business to not be dependent on a face or a character or a Mickey Mouse, then cold outreach is a really viable solution.

그러니까 비즈니스가 특정 얼굴이나 캐릭터, 이른바 마스코트에 의존하지 않기를 원한다면, 콜드 아웃리치는 정말 현실적인 해결책입니다.

@[26:34] Number two, is that your competition won't know what you're doing. Because everything is private, no one has any idea what you're saying to your prospects. And so, they can't copy you.

둘째, 경쟁자들이 여러분이 뭘 하는지 모릅니다. 모든 게 비공개로 이뤄지기 때문에, 여러분이 잠재 고객에게 무슨 말을 하는지 아무도 몰라요. 그러니까 카피할 수가 없는 거죠.

@[26:43] No one — you can grow as big as you want in silence.

아무도 모르게 — 원하는 만큼 조용히 성장할 수 있어요.

@[26:46] So, I actually found out that there was a company — a gym company in my space — doing $10 million a month from cold outreach. And I didn't even know they existed.

실제로 저는 제 업계에 있는 한 헬스장 관련 회사가 콜드 아웃리치만으로 월 1,000만 달러를 올리고 있다는 걸 알게 됐어요. 그 회사가 존재하는지조차 몰랐는데 말이죠.

@[26:56] And that was when I was like, "You know what? I need to look at this closer." And that was ultimately the time I succeeded, because I saw how much scale they had. And I said, "Man, if they're doing that in my space, this is worth it."

그때 저는 생각했죠. "이거, 좀 더 자세히 들여다봐야겠다." 그게 결국 제가 성공하게 된 계기였어요. 그들의 규모를 보고 이렇게 생각했거든요. "같은 시장에서 저렇게 하고 있다면, 이건 충분히 해볼 만하다."

@[27:07] Number three, it's incredibly reliable. The numbers through the funnel work like clockwork. Once you get the first guy all the way through, it's really just about increasing volume.

셋째, 믿을 수 없을 만큼 안정적입니다. 퍼널을 통과하는 수치들이 시계처럼 정확하게 작동해요. 첫 번째 사람을 끝까지 통과시키고 나면, 그다음은 그냥 볼륨을 늘리는 것뿐입니다.

@[27:18] It's incredibly reliable. It's just a machine. And the pipeline continues to stack over time.

정말 안정적이에요. 그냥 하나의 기계처럼 돌아가는 거예요. 그리고 파이프라인은 시간이 지날수록 계속 쌓여갑니다.

@[27:23] If you've been doing cold outreach a year, two years, you start to have leads that you contacted six months ago, 12 months ago, 18 months ago.

콜드 아웃리치를 1년, 2년 해왔다면, 6개월 전, 12개월 전, 18개월 전에 접촉했던 리드들이 생겨나기 시작해요.

@[27:28] And that's why making content as the long-term nurture strategy also brings people back into your world.

그래서 콘텐츠를 장기 육성 전략으로 활용하면, 사람들을 다시 여러분의 세계로 끌어들이는 효과도 있는 겁니다.

@[27:32] Number four, is that there are fewer platform changes. So, you know, algorithms change on content with paid ads. You know, they change CPMs. There's rules that change. They ban certain types of businesses.

넷째, 플랫폼 변화에 덜 취약합니다. 콘텐츠와 유료 광고에서는 알고리즘이 바뀌잖아요. CPM도 바뀌고, 규칙도 바뀌고, 특정 업종은 아예 차단되기도 하죠.

@[27:47] But cold call laws haven't materially changed. And the actual process almost hasn't changed at all. Emails, direct mail — think about the postal service. Not a lot of things have changed over a long period of time.

하지만 콜드 콜 관련 법률은 크게 바뀐 게 없어요. 실제 프로세스도 거의 변하지 않았고요. 이메일, 우편물 — 우체국을 생각해보세요. 오랜 시간 동안 많은 것들이 바뀌지 않았습니다.

@[27:55] Have things changed? Yes. But compared to the other ways of getting customers, not even close.

물론 변한 건 있죠. 그렇죠. 하지만 다른 고객 확보 방법들과 비교하면, 비교가 안 될 정도예요.

@[27:59] So once you get the machine working, you can be pretty confident that it's going to keep working for a long time, which makes it a very valuable thing for the business.

그러니까 이 기계가 한번 돌아가기 시작하면, 오랫동안 계속 작동할 거라고 꽤 확신할 수 있어요. 그게 비즈니스에 있어서 정말 가치 있는 이유입니다.

@[28:07] Number five is that compliance is less painful. So again, all you have to worry about here is just legal compliance, rather than platform compliance and legal compliance.

다섯째, 규정 준수가 덜 까다롭습니다. 여기서 여러분이 신경 써야 할 건 그냥 법적 준수 사항뿐이에요. 플랫폼 규정과 법적 준수, 두 가지를 동시에 걱정할 필요가 없는 거죠.

@[28:16] So for example, selling tobacco, or selling firearms, or selling weight loss, or selling adult toys — whatever — on some platforms is banned. Completely legal. Just banned on the platform.

예를 들어, 담배나 총기류, 다이어트 제품, 성인용품 같은 것들은 일부 플랫폼에서 판매가 금지돼 있어요. 법적으로는 완전히 합법인데, 그냥 플랫폼에서 막는 거죠.

@[28:26] And so you just have fewer things you have to worry about in a private communication environment than you do in a public environment.

그러니까 비공개 커뮤니케이션 환경에서는 공개 환경보다 신경 써야 할 게 훨씬 적은 겁니다.

@[28:33] Number six is that because you have no spokesperson, you actually create a more sellable business. Because if an acquirer or somebody's going to buy your business knows that there's a team of 20 guys who are cold calling every day to get business, if the owner swaps, it doesn't really matter.

여섯째, 특정 대변인이 없기 때문에 오히려 더 팔기 좋은 비즈니스가 됩니다. 왜냐하면 인수자나 잠재 구매자 입장에서 봤을 때, 20명짜리 팀이 매일 콜드 콜을 해서 고객을 유치하고 있다는 걸 알면, 오너가 바뀌어도 별 상관이 없거든요.

@[28:48] Like it's okay. That doesn't interrupt the client getting.

괜찮다는 거예요. 고객 유치 과정이 중단되지 않으니까요.

@[28:51] But on the flip side, if you are the one rainmaker for the whole thing, it becomes a significantly larger risk for the business, which makes it less sellable.

반면에 만약 여러분 혼자가 모든 걸 이끄는 핵심 인물이라면, 그건 비즈니스 입장에서 훨씬 큰 리스크가 됩니다. 그러면 팔기도 어려워지죠.

@[28:59] So it makes a business much more valuable. And so one of the reasons — I mean, one of, if not the main reason — that I think Gym Launch was able to sell for the price it did.

그래서 비즈니스의 가치가 훨씬 높아지는 거예요. 그게 바로 제가 생각하는 이유 중 하나예요 — 아니, 어쩌면 가장 큰 이유일 수도 있는데 — 짐 런치가 그 가격에 매각될 수 있었던 이유 말이에요.

@[26:08] You'll be like, man, that sounds like a lot of work.

@[26:11] So, why would I bother?

@[26:12] So, let me give you a real world of why you would bother

@[26:15] and why it's worth it.

@[26:17] Number one, is that with cold outreach, you don't need to

@[26:20] create lots of content or ads.

@[26:22] Now, is it a bonus?

@[26:23] Absolutely.

@[26:24] But do you have to?

@[26:25] No.

@[26:26] So, if you want your business to not be dependent on a face

@[26:29] or a character or a Mickey Mouse,

@[26:32] then cold outreach is a really viable solution.

@[26:34] Number two, is that your competition won't know what you're

@[26:37] doing.

@[26:38] Because everything is private, no one has any idea what you

@[26:40] 're saying to your prospects.

@[26:41] And so, they can't copy you.

@[26:42] All right?

@[26:43] No one, you can grow as big as you want in silence.

@[26:46] So, I actually found out that there was a company, a gym

@[26:49] company in my space doing $10 million a month from cold

@[26:53] outreach.

@[26:54] And I didn't even know they existed.

@[26:56] And that was when I was like, you know what?

@[26:58] I need to look at this closer.

@[26:59] And that was ultimately the time I succeeded because I saw

@[27:01] how much scale they had.

@[27:02] And I said, man, if they're doing that in my space, this is

@[27:05] worth it.

@[27:07] Number three, it's incredibly reliable.

@[27:10] The numbers through the funnel work like clockwork.

@[27:13] Once you get the first guy all the way through, it's really

@[27:16] just about increasing volume.

@[27:18] It's incredibly reliable.

@[27:19] It's just a machine.

@[27:20] And the pipeline continues to stack over time.

@[27:23] If you've been doing cold outreach a year, two years, you

@[27:25] start to have leads that contacted from you six months ago,

@[27:26] 12 months ago, 18 months ago.

@[27:28] And that's why making the content as the long-term nurture

@[27:30] strategy also brings people back in your world.

@[27:32] Number four, is that there are fewer platform changes.

@[27:36] So, you know, algorithms change on content with paid ads.

@[27:39] You know, they change CPMs.

@[27:41] There's rules that change.

@[27:42] They ban certain types of businesses.

@[27:44] But cold call laws haven't materially changed.

@[27:47] And the actual process almost hasn't changed at all.

@[27:50] Emails, direct mail.

@[27:51] Think about the post service.

@[27:52] Like, not a lot of things have changed over a long period

@[27:54] of time.

@[27:55] Have things changed?

@[27:56] Yes.

@[27:57] But compared to the other ways of getting customers, not

@[27:58] even close.

@[27:59] So once you get the machine working, you can be pretty

@[28:02] confident that it's going to keep working for a long time,

@[28:05] which makes it a very valuable thing for the business.

@[28:07] Number five is that compliance is less painful.

@[28:10] So again, all you have to worry about here is just like

@[28:12] legal compliance rather than platform compliance and legal

@[28:15] compliance.

@[28:16] So for example, you know, selling tobacco or selling

@[28:18] firearms or selling weight loss and selling adult, you know

@[28:21] , toys, whatever, on some platforms is banned.

@[28:24] Completely legal.

@[28:25] Just banned on the platform.

@[28:26] And so you just have fewer things you have to worry about

@[28:28] in a private communication environment than you do in a

@[28:31] public environment.

@[28:33] Number six is that because you have no spokesperson, you

@[28:36] actually create a more sellable business.

@[28:39] Because if an acquirer or somebody's going to buy your

@[28:41] business knows that there's a team of 20 guys who are cold

@[28:44] calling every day to get business, if the owner swaps, it

@[28:47] doesn't really matter.

@[28:48] Like it's okay.

@[28:49] Like that doesn't interrupt the client getting.

@[28:51] But on the flip side, if you are the one rainmaker for the

@[28:53] whole thing, it becomes a significantly larger risk for the

@[28:56] business, which makes it less sellable.

@[28:59] So it makes a business much more valuable.

@[29:01] And so one of the reasons, I mean, one of, if not the main

@[29:03] reason that I think Jim Launch was able to sell for the

@[29:06] The reason we had multiple did was because we had 50% of our sales that came from cold outbound.

우리가 여러 건을 성사시킬 수 있었던 이유는 매출의 50%가 콜드 아웃바운드에서 나왔기 때문입니다.

@[29:10] So for them, they knew, okay, they've got paid ads, but they also have an equally strong channel with cold outbound.

그래서 투자자들 입장에서는, 유료 광고도 있지만 콜드 아웃바운드라는 똑같이 강력한 채널도 있다는 걸 알게 된 거죠.

@[29:15] And they also know, cool, well, we can double the outbound team and we'll double the sales, which is more or less what they did.

그리고 아웃바운드 팀을 두 배로 늘리면 매출도 두 배가 된다는 것도 알았고, 실제로 그렇게 했습니다.

@[29:19] And then number seven is, again, it's hard to copy. If everything's done in private, no one knows what you're doing.

그리고 일곱 번째 이유는, 복사하기가 어렵다는 겁니다. 모든 게 비공개로 이루어지면 아무도 당신이 뭘 하는지 모르거든요.

@[29:24] So you don't have to innovate nearly as quickly on the client-getting process.

그러니 고객 유치 과정에서 그렇게 빠르게 혁신할 필요가 없습니다.

@[29:28] Whereas if you have to make content or make paid ads, you have to make new ads all the time — new hooks, new angles, new campaigns.

반면 콘텐츠를 만들거나 유료 광고를 해야 한다면, 항상 새로운 광고, 새로운 훅, 새로운 각도, 새로운 캠페인을 만들어야 하죠.

@[29:32] Same thing with content — you have to think about trends, topics, all that stuff.

콘텐츠도 마찬가지예요. 트렌드, 주제, 그런 것들을 계속 고민해야 합니다.

@[29:35] Whereas here, all you're really doing is finding the perfect opening script, the perfect follow-up message, the perfect thing to offer.

하지만 콜드 아웃바운드에서는 완벽한 오프닝 스크립트, 완벽한 팔로업 메시지, 완벽한 제안을 찾는 것이 전부입니다.

@[29:43] And then once you have those, you can do it for 20 years.

그것들을 찾고 나면, 20년 동안 똑같이 써먹을 수 있어요.

@[29:47] And so I just want to break a little belief here about scale. So scaling to 60,000 emails a month.

이제 규모에 대한 고정관념을 좀 깨드리고 싶습니다. 한 달에 6만 통의 이메일을 보내는 규모로 확장하는 거요.

@[29:53] To break your beliefs around what's possible, here's an example. To break past a million a month, we automated the entire process of scraping, crafting, and sending emails for one of our portfolio companies.

뭐가 가능한지에 대한 고정관념을 깨기 위해 예시를 하나 들겠습니다. 월 100만 달러를 돌파하기 위해, 저희는 포트폴리오 회사 중 한 곳의 이메일 수집, 작성, 발송 전 과정을 자동화했습니다.

@[30:01] One virtual assistant sends 2,000 emails a day using multiple pieces of software.

가상 어시스턴트 한 명이 여러 소프트웨어를 활용해 하루에 2,000통의 이메일을 발송합니다.

@[30:05] This generates the business 40 engaged leads per day.

이를 통해 하루에 40명의 관심 있는 리드가 생성됩니다.

@[30:08] Note, the response rate dropped because we took so much personalization off.

참고로, 개인화 요소를 많이 줄였기 때문에 응답률은 떨어졌습니다.

@[30:12] From there, they were able to get about 10% of those engaged leads sold. Meaning, they get four new customers a day.

거기서 관심 있는 리드의 약 10%를 성사시킬 수 있었습니다. 즉, 하루에 네 명의 신규 고객을 확보하는 거죠.

@[30:17] This got them past that 100 customers a month milestone.

이것이 그들을 월 100명 고객이라는 벽을 넘게 해줬습니다.

@[30:20] Fun facts. They started with us at $250,000 per month. Mind you, we do much bigger businesses now, but this was earlier on when we started — our minimum size requirement at the time.

재미있는 사실을 말씀드리면, 그 회사는 저희와 함께할 때 월 25만 달러에서 시작했습니다. 지금은 훨씬 큰 규모의 비즈니스를 다루지만, 이건 초창기 당시 저희의 최소 규모 요건이었습니다.

@[30:29] And that business now makes — actually the number's higher now — over $20,000 per customer in lifetime value.

그리고 그 비즈니스는 현재 — 실제로는 지금 더 높아졌지만 — 고객당 생애 가치가 2만 달러 이상입니다.

@[30:35] Can you do the math with four customers a day at how much money they make?

하루에 고객이 네 명이면 얼마나 버는지 계산해 보시겠어요?

@[30:38] Interesting. All unlocked with cold outreach.

흥미롭죠. 이 모든 게 콜드 아웃리치 하나로 가능해진 겁니다.

@[30:41] So hopefully, that's why you should bother. And that is how you do cold outreach.

이제 왜 콜드 아웃리치를 해야 하는지 납득이 되셨으면 좋겠습니다. 이상으로 콜드 아웃리치 하는 방법이었습니다.

@[29:47] And so I just want to break a little belief here about

@[29:50] scale.

@[29:51] So scaling to 60,000 emails a month.

@[29:53] So to break your beliefs around what's possible, here's an

@[29:55] example.

@[29:56] So to break past a million a month, we automate the entire

@[29:57] process of scraping, crafting, and sending emails for one

@[30:00] of our portfolio companies.

@[30:01] One virtual assistant sends 2,000 emails a day using

@[30:03] multiple pieces of software.

@[30:05] This generates the business 40 engaged leads per day.

@[30:08] Note, the response rate dropped because we took so much

@[30:10] personalization off.

@[30:12] From there, they were able to get about 10% of those

@[30:14] engaged leads sold.

@[30:15] Meaning, they get four new customers a day.

@[30:17] This got them past that 100 customers a month failure.

@[30:20] Fun facts.

@[30:21] They started with us at 250,000 per month.

@[30:23] Mind you, we do much bigger businesses now, but this is

@[30:25] earlier on when we started.

@[30:26] Our minimum size requirement at the time.

@[30:29] And that business now makes, actually now the number's

@[30:31] higher, over $20,000 per customer in lifetime value.

@[30:35] Can you do the math with four customers a day at how much

@[30:37] money they make?

@[30:38] Interesting.

@[30:39] All unlocked with cold outreach.

@[30:41] So hopefully, that's why you should bother.

@[30:46] And that is how you do cold outreach.

@[30:59] And that is how you do cold outreach.