From Cold to Conversation: Building Niche Email Campaigns with AI
Live Webinar with Vanessa Roberts
(Raw transcription; not proofed for grammar or spelling.)
Click here for Google Doc of the transcript.
[0:01] Oh, everybody, happy Monday. Hope you had a fantastic weekend. Checking in for audio and visual. Hey Adele, glad to hear that it is a beautiful day in Austin, Texas. It's a little chilly where I'm at. I thought we were past the last of the winter.
[0:21] So I got my dogs, they're a little tiny. I've got a cockapoo and a Pomeranian and they are just the most precious adorable things but they get so funky. They're outside in the pollen, in the dirt, and every spring I give them — hey Sven — I call it their summer cut, and I just like to start their whole haircuts over. I take them down as safely as I can go without damaging their undercoat, right? But I trim them down. And midnight, my cockapoo, she is 10 pounds soaking wet, and the weather turned cold again and now she's freezing — she's so cold. So I've got her in her winter Christmas turtleneck sweater and she's cuddled up here at my feet on a pillow in front of a space heater with me, because I am also cold in front of a space heater. So our weather is beautiful, the sun is shining, but it is a little here in Atlanta. But we're gonna get through it, right? I don't want to rush the summer because my goodness, those 98-degree days by the ball field — that will be here upon me before I know it, they can be oppressive. Hey Hazel, I'm just yapping, giving everybody a chance to log in. We're at 12:02. Hopefully everybody saw my Facebook post this morning — get your votes in because we are gonna have a workshop series. We had such a great call last week where we reviewed the three-touch reply call-to-action approach, and the feedback I got behind the scenes that y'all didn't see was just overwhelmingly positive.
[2:18] Like, we all know that Small Batch System works for getting in the inbox, getting those emails delivered, not in spam, etc., and opens and yes clicks. We know that works, but how do we up our conversions even further? This doesn't necessarily mean that we don't do what we know works, but maybe we try something else. And for folks who are open to being a little more engaged with their — right — we have developed the call-to-action reply, get replies not clicks program, or process methodology. I tested it in-house behind the scenes before I brought it to you, and we had an astounding, astounding response rate, and that's what we talked about last week. The program that we were mailing was the Small Business Advantage Illusional telehealth program, so that was what it was based on. We then last week workshopped some emails taking that same approach and applying it to the FinTitan agent program, right, where we're helping restaurants get the FICA credit.
[3:34] So the question I posed to the group was, what more can we work on, right? What's another niche that you are targeting, and what is the offer you're targeting, and we will work together on developing those email campaigns. So I asked, and on my screen you should see the Facebook post where I asked. And we got — Kat won't be able to be here. Restaurants and/or bars, so Adele, I see you want to keep working on — I'm guessing that is for the FinTitan agent — yep.
Q&A — Done-For-You Campaigns and Upgrading to Pro
[4:16] Vanessa: And let's see, I didn't get any other niches, so this is your chance right now — if there's any other niches or offers, we can talk about it. I'll do some Q&A while you all think about it because I see some questions in the box. So Brian asks, is there a limit to the number of done-for-you campaigns we can submit daily? So your requests to get them set up — we can do one per day, right, same as lists. But if you're doing multi-touch campaigns, right, where your campaign sets up for 10 days, then on day one, you set up campaign one and it's rolling. On day two, you can set up another multi-day campaign. So it's not like you have to wait until a campaign stops. You can keep them rolling so that all of your email accounts that you have set up can all have a live campaign. The reason we do stack it one per day is so that all of our members can at least have one campaign running, right? We do have a lot more folks who are upgrading to Pro.
[5:23] You have learned the system. You're familiar with the done-for-you services. I say it all the time. You're probably tired of hearing me say it. The CRM, the Small Batch CRM, has training wheels on it. It only allows for one sender address at a time. So one campaign at a time. And that is solely so you fully understand setting up an account, using the done-for-you services, etc. That is why that limitation is there. So that you can learn the system in the safety of the Small Batch CRM where you're not gonna jump in and blast 10,000 emails on day one without cleaning them, without warming up your address, right? So we have these parameters in place so that you learn the methodology, so that when you go Pro — and Chris, if you're here, we're talking about this in depth for you too, because I saw your question about a discussion on what happens when we upgrade to Pro. The only difference when you upgrade to Pro — the only difference — is that you can now add additional senders, and simply use all of those tools that you already perfected using before you upgraded to Pro, those done-for-you campaigns and the list, etc., segmenting your list, requesting the done-for-you campaign, we clean the list, we send the campaign, etc. Now you just keep doing it for all of your sender addresses, okay, which makes your warm and hot list build faster, which allows you to then start sending different messaging to your hot and warm list, etc.
[6:58] So nothing really changes when you upgrade to Pro, you do all of the same things, you just do it more frequently. That leads to Brian's question — how many requests can we set up per day? The Done For You team will set up one campaign per day for you. Chris, you're telling me that you have three addresses. On day one, let's set up your first campaign, let's call it a 10-day campaign, and it's rolling. On day two, request another campaign be set up for you on the other sender, the exact same way you requested the first, and now you have another set of 10 emails going. On the third day, you have a third email address, and request a third campaign. And we're gonna get those and go in with that. So Chris, I do see you here. Hey, does that answer your question regarding the discussion on what happens once we upgrade to Pro?
[8:00] So Brian asks, with that said, does that mean if I have three sender emails on one sender domain, I'll need to set up three sub-accounts? No, I know you don't have to set up sub-accounts. You can have the senders be associated with a single account, I believe. And they're all managed in — because they are, when you have a Pro, you can have multiple senders. But into that level of technicality, technicalness, we might have to get Roves to help us answer. But no, I don't believe — you can have multiple senders on a single primary account. The sub-accounts, when you have a Pro account, really come in handy when you start managing customers, when you don't want to mix your lists. Chris says, “There's more going on. They have helped me get all of my domains registered.” Very good. Fantastic, Chris.
[8:50] And once you go Pro, the Go High Level Academy is just chef's kiss phenomenal, amazing. I mean, their support and training is off the charts. I cannot endorse it enough. We do have a little hack where if you're not ready to go Pro, you can start a two-week trial for free and go through the Academy. Just make sure you cancel your trial before they charge you for going Pro. And the steps on how to do that are in the Small Batch members area.
[9:33] Let's see, let me log in. So we're gonna pause my screen for a second, but I am working in the background, Small Batch System. Logging in. Okay. All right, so Chris, so you see me here? Oh, hold on, my computer's doing something funny. Okay, sorry. Okay, so inside the members area, CRM Tech Training, right here. Everybody with me? I just went to the Small Batch System CRM in the members area, hovered over it, and the very first option was CRM Tech Training. So here's where we walk through the basics of the CRM, and here's where I talk about learning the technical features. The Small Batch System is built on the CRM Go High Level platform. The best resource for learning how-to's is through Go High Level Academy. So to get a high level academy, there's two steps. You can upgrade to Pro and migrate your CRM, or complete the training and cancel within 14 days, right?
[10:49] George, I'm gonna answer your question in just a second. Okay, so what Chris has done is he already upgraded to Pro. And George, what you're asking is, what is the Pro account — Small Batch or High Level? So the way going Pro works is you buy a Pro account through a very specific link provided inside the Small Batch System that allows you to purchase a Go High Level Pro account. Because you use the link inside our system, the account that you buy stays connected to your Small Batch CRM, which allows us to migrate everything we've built for the Small Batch CRM into your Pro Go High Level account, and it allows us to continue to provide done-for-you services. So that's why it's very important — no matter what you do, you always use the links inside your Small Batch membership.
[11:46] So Chris, right here, to access the Go High Level Academy and start your 14-day Pro trial, this is the steps to upgrade to Pro. If you choose not to go with Pro, just cancel within the 14 days. You click this button, and on the page that opens, you'll see Emma Family LLC 62 up here. That means our accounts are gonna stay linked so we can help you. Chris, you'll have to use a different email when you upgrade to Pro. You're absolutely right, because the email that is registered with Small Batch is already associated with an account. You need to use a different email when upgrading to Pro. So you simply start your 14-day trial here, and once that's done, you're in the High Level Academy, right? So that is where you can find the Academy.
[12:42] Chris, you're already upgraded to Pro, so I'm going to send you this direct link. Do I understand correctly? Can I have three campaigns running in parallel when I have three warmed-up email accounts in my Small Batch System CRM, Sven? Only after you upgrade to Pro — then the answer is yes. Inside the Small Batch System CRM that is default with your membership, it is one sender, one campaign at a time.
Workshop Kick-Off — Choosing Today's Niches
[13:16] Vanessa: All right, any other questions before we start doing our workshop? All right, awesome. I see we've got a lot, a lot of folks logged in today, and so please, thank you for your patience while I make sure I read all of the questions. I don't want to leave anybody behind. Now, if nobody else is volunteering in an industry, we're going to keep working on emails to drive replies for the restaurant and bar niche, specifically for the FinTitan FICA tax refund. So I'm going to give it a second to make sure that everybody's on board with working on building that email campaign, or if you have any other questions let me know before we get started. Steve says yes.
[14:00] All right, so last week we did restaurants — what do you guys think about if we did bars this time? Yeah, Adele's really happy she got her way. Oh, I also want to say this because I thought this was just so clever — what Amy said: on menus where it says “a 5% service fee will be added to each guest check to ensure a competitive industry compensation as well as health,” and what if that's okay — also applies to 18% gratuity auto-added to groups. These indicators always go through credit cards or are always included in the reported billing. Okay, so this is a great catch. So when she — what she's saying is she takes the time to brief herself on their website, and this is what I discovered — yeah, totally worth the effort, right? So she can pretty much guarantee here that this restaurant is reporting taxes to FICA.
[15:35] Connie asks, will the call-to-action reply approach work on other campaigns other than FinTitan? Yeah, Connie, that is what — yes, absolutely yes. So that's what I'm talking about. This will work for anything, and our workshop series is going to be crafting emails for any kind of offer and any kind of niche. Folks do want to dig back into the FinTitan FICA restaurant and bar today, and if there's another niche and another offer you want to explore, we can do that. But speak up, raise your hand, tell me the offer, tell me the industry, tell me the target, and we will work it. The only request I've gotten so far today is bars for FICA tax credit, so we're gonna start from scratch.
Live AI Workshop — Bars and Nightclubs FICA Credit Email Campaign
[16:19] Vanessa: I'm opening up the free Gemini — that's the Google AI. I'm picking the free version so y'all can see bare bones, no money. You can go to gemini.google.com right now without paying anything and do the same thing I'm doing. Okay, so for our prompt, let's cheat a little bit — I've got the prompts that we used last week for restaurants, we're going to slightly amend it for bars, okay? And I'm just going to keep amending that same document that I shared with you last week so that we don't need two different ones for bars and restaurants, right? So that same link that we shared last week will be good.
[17:14] Okay, so Alonzo wants to work with HVACs and plumbers. Okay, so we are going to work with bars and then we're gonna do HVACs and plumbers, Alonzo, okay? So my prompt for restaurants was “restaurant owners” — so we're gonna say “bar and nightclub,” okay, I just changed this part right here. “About my ability to help them file for FICA tax credit they probably qualify for,” okay? I want to keep the email under five sentences, I want the call to action to be for them to reply to me, I want to emphasize the value — the other really powerful prompts that we used — we want to say that the last email should include the pivot, because remember the pivot was “maybe I'm not talking to the right person” for the last email. And, very important — do not sound salesy, okay? So this is a slight adjustment for the bars and nightclubs, right?
[18:43] Okay, so George is asking me: right now, without the Pro account, how many times do we need to submit a done-for-you campaign setup for the FICA tax credit, because they only ask for 50 leads but I want to email thousands of restaurants, not just 50. How do we add more leads? Does the team add more leads? Okay, so George, the principle methodology of the Small Batch System is that one email can send a small batch of cold emails every day. A small batch consists of a list of emails that are cold — under 50, okay? This is what allows you to mail from an address, business to business, with folks who are not engaged with you, they don't know who you are — this is cold email marketing, business to business. It is not spam because we're adhering to all the CAN-SPAM rules. If you were to take thousands of cold emails that are not warmed up for you, who don't know who you are, and mail them all at once, the ISP providers — Google, Outlook, Microsoft — they're going to see you as spam. They're going to blacklist your domain. So the Small Batch System is created to solve the impossibility of emailing cold contacts — people who don't know you — without hitting the spam folder, without getting put into junk, etc.
[20:04] You do that by sending small batches. One sender can send 50 per day. The way you scale, George — and this is your question — is you have to have more warmed-up, established sender addresses that are sending campaigns in small batches, right? So if you have a campaign that you're sending to 50 people over the course of 10 days, so that's an email every day for 10 days, you can request — if you have not upgraded to Pro, if you're on your standard CRM — that is one sender sending 50 emails per day and it's over the course of 10 days. When you want to start working up to sending 100, 200, 300, 400, 500, that's when you upgrade to Pro and you simply add additional sender email addresses. And every single day you can set up a new — if you're using a done-for-you, then every single day you can request another done-for-you service. If you're setting them up yourselves, you can set up 100 campaigns in a day, right? So the answer to your question — how do you scale up to thousands — is you have to have multiple sender addresses.
[21:16] And the goal, remember, is not to always mail cold emails. The goal is to keep filling your funnel with cold emails, and then as they open and click and engage with you, they move from cold to warm to hot, and that happens automatically with the Small Batch System Engagement Amplifier profiling system. Once you get 1,000 warm, 10,000 warm, then you can mail all 1,000, 5,000, 10,000 warm a day from a single sender. So the goal is not to always be mailing cold — the goal is to make them warm and then send mass warm emails. Okay, so that's got you covered, George.
[22:06] Oh, and George, did you submit a test application for Jorge Figueroa on the FinTitan agent link that we gave you? Because Brian had me check it this morning and I think it was a test, not a real submission. Okay, I have to say this to everybody, and George, I'm not singling you out. Please don't submit test applications, because when a lead comes in, we have a full team staff — there's 50 people — and it gets assigned to a real person who begins working that lead, and they spend cycles and FinTitan spends money on these salespeople calling your leads. It's actually in your agent agreement that you signed that you would not do that, and abuse of that process — be it sending in test submissions, or you manually entering customer information where they have not authorized you to do so, right? So just finding a restaurant on the internet and just typing the lead in and letting the FinTitan team try to call them and market to them — that is a violation of your agent agreement, because that is not what that team is used for.
[23:34] So, okay, George, you were talking to the client and the form isn't working. You can — if you're talking to the client, this is a great example, and I'm glad you clarified that. You can test it, but use their information because they are trying to get into the system. Please, absolutely yes, do. If they're struggling with the form, you can submit it. Don't test with your own information just to see if it's working. But if you are working with a client, you absolutely can submit their information. That is fantastic. And yes, I've gotten approval to remove that calculator from the form as a front end. It's just going to go straight to a name, email, phone number form, with the calculator as a separate optional step, so we're going to have that update. Sorry, I've gotten off into the weeds about the FinTitan landing page, but I was glad to grab George. It's interesting that it didn't work for them. I'm imagining that the functionality that failed was, if the numbers that you're entering into the calculator didn't result in a likely-to-receive-a-credit, it was not letting you go any further, because obviously they want people that probably qualify for a credit. But I explained to Brian that I felt that that was prohibitive. And so he is allowing us to take it off.
Building the Bars and Nightclubs Email — Live Review and Adjustments
[24:51] Vanessa: Okay, so when we are writing to bars and nightclubs, let's see what we've got. “Quick question regarding your FICA taxes. I was looking at the bar nightclub name” — okay, really? I love the personalization already — “and wanted to reach out because many owners in the industry don't realize they're likely overpaying on their FICA taxes due to tipped employees.” I like that a lot. “I help hospitality businesses claim this specific tax credit to get back money they've already paid in.” Love it — really clarifying that it's not a handout or a bailout program. “There's no upfront costs or obligation to have me take a look at your eligibility.” That's really good. “Is this something you've already explored, or would you be open to a quick chat?” Okay, I really like this. Any thoughts, ideas, feedback? Is there any way that we can make it more bar focused? Do we need to? Think about that and let me know.
[25:55] All right, the simple value. This says follow up three to four days later. I say every other day — I don't like them to forget about me, I want to stay front of mind, right? “I wanted to follow up on my last note regarding the FICA tip credit. Most bars I work with are eligible for a significant refund.” I'm gonna stop right there and say the implied social proof of that is very strong — the psychology of it. “Most bars I work with are eligible” — so you're establishing yourself as an authority, as a pro. “And since it's money already owed to you, it's worth a five-minute look, okay? You're not selling, just giving. My process is strictly performance-based, so there's no financial risk to your business at all.” Also true. And it's not talking about money so much, so that's probably going to be really good for any spam filters. “And would you be interested in seeing if — again, bar nightclub name — personalization, qualifies for recovery?” I like that.
[26:55] Is there a reason you don't add a full signature? I just haven't asked it, programmed it to. And if you're using the Small Batch System, it's going to populate in your signature. No, but I mean, absolutely. Yeah. Phone number, website — no link. Don't put a link. That's the only thing. You might let them know what to do. “Please reply yes if you want the analysis.” Okay. So a more direct call to action, reply to let me know. Okay, we're gonna plug that in and see how we like it.
[27:26] Aren't we just referring? So using “I” implies that we are FinTitan. You are a referral agent. You are the one helping them, and you are not claiming FinTitan here. So you are providing the service that you're saying you're providing. And I feel like it is enough to borrow authority by proclaiming yourself the “I” without infringing on representing FinTitan, because you're not saying that you are FinTitan. “We here at FinTitan” — you know what I mean? I have provided the service to — or, “I have helped five” — well, you could say that you've helped once you've got some clients. “We're working with FinTitan, Jonathan” — exactly, exactly.
[28:15] All right, so let me see, a stronger call to action. Okay, that's gonna be my feedback for the next note. “I've since removed the first name short code” — not a lot of owner names, and it will look spammy if you're using a short code there. Amy, yes, that is very true. If you are using the straight lists from SBS — the Small Batch System — those lists don't have contact names. It's just that's the way the lists that we generate come. If you want to go through and do the research and find the name and populate, fill out the CSV and fill out your contacts, you absolutely can. But really, merging the name of the restaurant, the business name, usually is enough without having to say, “Dear John.”
[29:07] And the pivot follow-up — don't do a week. Do the next day, the day after. “I haven't heard back, so I suspect I might not be reaching the right person for this. Since this is specifically about recovering overpaid taxes for your tipped staff” — I want to bring back the no-tax-on-tips reference because this makes me feel like that's a little vague. I don't like that line right there. “Do you know who handles payroll or accounting for your team? I'd love to send them the details so it doesn't miss out on the credit.” Okay. So I think this is a great start. So let's say this. Great start. Slight modifications. I'd like a slightly less subtle call to action. Encourage them to reply to the email. Also clarify that this is not the tax-on-tips program that benefits the server. This is the FICA credit that benefits the business owner.
[30:51] Okay, hold on. It's okay, George, I told Brian. It's fine. But yeah, do go back with the customer's information. Let's get our team on your customer — you've already, you contacted them through me, already done, all good. Okay, so this is my modification with a stronger call to action and let's talk about no tax on tips. I really think clarifying that it's not tax on tips builds authority, really lets them know that you know what you're talking about. I love the positive feedback that Gemini gives me too. What a crucial distinction to make. But it's true. Because all of y'all asked me the same question, right? When we were first talking about this, nearly every agent had this question — is it the big beautiful bill tax on tips?
[31:43] So a more direct approach. “I'm reaching out because most bar owners are overpaying on their FICA taxes without realizing it. To clarify, this isn't the no-tax-on-tips program for servers. This is a specific federal credit for business owners who recover the taxes you pay on tip income. I help hospitality groups claim these refunds with zero upfront costs or financial obligation.” I like it. “Just reply to this email and I'll send over the eligibility.” Okay, so that's a stronger call to action, right? Do we like that?
[32:19] Okay, I wanted to follow up. “I've noticed some confusion lately between staff-level tax breaks and this owner-level credit.” Really strong intro, okay. Again, it is conveying without saying “I am an expert” — “I work with people, I do the right thing, right, you can trust me, I know what I'm talking about.” “This is a direct dollar-for-dollar reduction of your own tax liability, essentially returning money to your bottom line that is already owed to you. There's no fee to see what you're eligible for, there's no risk to your cash flow. If you'd like to see if you qualify, just hit reply and let me know.” I think this might be my favorite email.
[33:08] Bajra says, “How about ‘name manager' as the intro, like John manager, or —” I don't understand, Bajra — say more words and we can test it out. Okay, so right here you're saying “Hi, owner name,” right? If you don't have the owner, you can't do — okay. And last one, the pivot. “I haven't heard back, so I suspect I might not be reaching the right person for this, since this is the same thing. Do you know who handles — please reply with their name or CC them here.” That is great — I like that angle, but I like that angle a lot. Is it leaving money on the table? No, I really like that. Okay.
[33:50] So I — so if we agree, let's do this, right? And we're gonna make a bar email. Are there any other adjustments that you think we should make? Let me know. Okay, let's copy this. Oh no, there we go. Okay. And let's do — oh, I can do a sub tab, look at that. All right, so I'm still taking feedback. The name currently in the list is the name of a restaurant. Okay, okay, okay. So about just saying, if you know the restaurant — so it would be like, if the restaurant was Tony's Pizza, you could say like “Attention manager of Tony's Pizza,” something like that. Yeah. All right, I want to write a copy. All right, initial prompt, right? And then we have adjustment — we only needed one adjustment on that. We're getting pretty good at this, guys. All right, all right, so that's how we feel about bars. So Adele, did we give you what you need? Is this — I'm going to get you on your way.
[36:12] Amy says, “This drip campaign is a fire.” Well, fuego, put it on the grill, baby. Awesome, perfect, perfect, perfect. Okay, so everybody who's working with restaurants, we have this document. So let's say “restaurants and bars” so that I can find it in the future. It's the same link that I already shared with you last week. We'll share it again. Let me grab it right now. OK, so this document — let's call it “Resto Ronts and Bars doc.” OK, so there it is. That's for everybody. Fantastic.
Live AI Workshop — HVAC Lead Generation Email Campaign
[36:57] Vanessa: All right, now we will work on HVAC and plumbers. Is that right? Is that the ask? HVAC and plumbers. OK, Alonzo. What service do you want to offer them? And which one do you want to do first — HVACs or plumbers? So when I say what offer do you want to make them — do you want to help them get more customers? Do you want to help them get more appointments? Do you want to help them with their reputation marketing management? You know, maybe they don't have any reviews, or maybe they have bad reviews. Do you want to help them get more like service contracts, lead generation, or AI implementation. Alonzo, what is AI implementation? How would that apply? That interests me.
[38:33] I really should play some background music for when I'm doing Q&A. I know it leads to a lot of downtime and chatter. Does it have to — it could be any service, Alonzo. Honestly, any service, not one of mine. I'll let you type while I get started. I work with HVAC contractors and I want a — I'm such a cheat, I copy and paste. I want to write a three-email campaign to let potential new clients know that I can generate leads for them. I want to use terminology that is consistent with an HVAC contractor. Use industry terms when appropriate. I want to keep the emails under five sentences. I want the call to action for them to reply to me. Give me subject lines. Don't sell — be personal. All right, so this says “I was sweeping up dog care” — story of my life, except I just got my dog shaved, so not so much now. Implement AI for lead — okay, okay. So everything is really about lead generation, filling their calendars, and leads for them. Let's say this, “help them book more appointments.” Okay, so let's see what we get here.
[40:57] All right, “Quick question about your current lead flow.” And again, we're doing HVAC. “I noticed you're serving the city.” Okay, I like the personalization. “And wanted to see if your install teams have any gaps in the schedule next week.” Okay, this approach feels like somebody's trying to book an appointment, right? “Most contractors I talked to have plenty of no-cool calls, but struggle to keep their techs busy with high-ticket changeouts. I specialize in generating high-intent leads specifically for full system replacements and ductwork. Do you have any availability for a few more appointments this month?” All right, Alonzo, I have to defer to you, being that you are focusing on working with HVAC contractors — how does this sound to you? Gemini did what I said — that is some industry speak right there.
[42:05] So let me know. Now, I like what this does — it talks about the availability. Without, because sometimes some sales approaches are a little too tricky, right? Like it's too much, “Hey, do you have any openings next week?” Which makes somebody feel like they're going to make a sale. So when they write back to you and then you try to sell them something, it doesn't feel good, right? This is, it's clear. “Most contractors I talked to have plenty of no-cool calls, but struggle with” — so I think I know what that means. “No cool” means, okay, my AC is not working, which is a pretty inexpensive service call compared to a high-intent full system replacement — more money. So what this email is doing is communicating that we have experience with the industry, and we know that what you're mostly dealing with are not very profitable calls to just fix a buggy unit, but would you like more business where you're doing full replacements? And it doesn't feel like I'm trying to trick them into selling me an HVAC. So Alonzo is going to tell us, being that he works with HVAC, if that's good. But to me this feels good. I want to hear what you guys think too.
[43:32] All right, so following up on my last note, second email, “Keeping your techs on the road.” “Following up on my last note — I know how much a slow dispatch board can hurt your overhead. I help HVAC businesses fill those midweek lulls with confirmed appointments rather than just tire kickers. My goal is to make sure your guys are spending more time turning wrenches and less time waiting for the phone to ring. Would it be helpful if I sent over a few more details on how we find those homeowners?” I'm feeling good about this. Does it make sense to everybody? This is actually something new for me. I like the second one better. Yep, it's a good follow-up. I like, “I know how much a slow dispatch board can hurt your overhead.” It's a pain point, right? Solving a problem, okay?
[44:35] “Smoothing out the seasonal spikes. I'm reaching out one last time because I've seen how much a solid lead pipeline helps when the shoulder season eventually hits. What is the shoulder season? I'm currently looking for one more reliable contractor in the city who can handle an influx of service and install leads. If you're at capacity, I completely understand and won't bug you further. If you're looking to grow the fleet, just reply yes and I'll send more info.” Okay, let's see — industry. Oh, look, it's telling us what it is — changeouts, no cool, dispatch board, and shoulder season. “Proves you aren't just a generic marketing agency — you speak their language.” “The why — it focuses on their pain points, keeping techs busy and maintaining overhead rather than just buying leads.” “Low friction — the reply yes call to action is much easier for a busy owner to manage.” Okay.
[46:06] I remember this — it's been a long time since I worked in the trades. But a great start. I always like to let Google know she's doing a great job. Let's make some adjustments. Mention — let's say, work in that I help generate exclusive, non-shared leads that are city-specific. This gives a scarcity aspect as if — no, because if I'm not giving them to you, they will go to your competitor, right? Make this — make the whole campaign — let's say 15% more casual. It felt a little stiff, but just a little stiff, right? And yeah, right, so I didn't think number one flowed very smoothly. Let's see what this gets us. The exclusive angle is the ultimate hook for HVAC owners. Thank you, I was proud of that idea myself. Most of them are tired of shared leads. Yeah, like Angie's List — like, you know, you sign up for Angie's List and you get 200 leads but they all go to 20 different people, right?
[47:20] And let's see, “talking over coffee tone.” I like that. All right, so “Quick question about Atlanta installs. I've been looking at the HVAC market in Atlanta and I wanted to see if you're looking to pick up more changeouts right now. I'm currently generating exclusive, non-shared leads for the area and I'm looking for just one reliable contractor to send them to. Since I only work with one pro per city, I wanted to check in with you first before reaching out to your competitors down the road. Do you have any room on the board for a few more high-ticket appointments this month?” I don't know, is it too pushy? What do you guys think?
[47:59] “Just following up on my last note about those Atlanta leads — most of the guys I talked to are fed up with shared lead sites where you're basically racing five other techs to the front door. My leads are 100% exclusive to you. If I'm not sending them your way, I'll have to hand them off to the next shop in Atlanta to make sure they get covered.” Oh, I like that one. “Would it be worth a quick chat to see if this is a good fit for your crew?” Right, and the last call, “I'm reaching out one last time before I open up these cities leads to the next contractor on my list. I'd much rather partner with a solid team like yours, but I need to make sure these homeowners we're getting taken care of. If you're already booked solid and don't need extra installs, don't worry at all.”
[48:34] Okay, I like — okay, so I like email number two from the first batch, use it as number one, then use emails two and three from the second batch for a new complete sequence. You know what I'm saying? I want to email two, and then two and three. But yeah, following. Okay, so it understood it, but okay. Review and revise email one so it makes sense as a first email. Good catch. All right, so how about this? “I know how much empty dispatch work can hurt your overhead, especially during the slower weeks. I help Atlanta HVAC teams fill those midweek lulls with confirmed appointments rather than just tire kickers. My goal is to make sure you guys are spending more time turning wrenches and less time waiting for the phone to ring. Would it be helpful if I sent over more details?” Right, that's the email we liked from the first batch. And then we liked the second and third from the second — following up, talking about shared leads. Okay, so we've introduced ourselves, we talk about leads, we talk about changeouts instead of those cheap service calls, right? And now we're following them up saying they're exclusive, and then we hit them with the scarcity that we're gonna have to go somewhere else if we don't. Okay, I like this. What do y'all think? If you like it, I'm gonna put it together as an email campaign. We're gonna add it to the done-for-you. Any other adjustments?
Wrapping Up — Saving the Campaigns and Next Steps
[50:36] Vanessa: Is there any word — that's what we talked about for the first like 45 minutes of this call, so I'm not going to go back over it, but yes, please review the last few live calls we've got, because I think you've just missed out on the agent sign-up portion. Send me a ticket, I'll help you. How about that? All right. So for this campaign, is it in the books? I will make a document for it. All right. So HVAC lead gen, right? So I wanna do this too — build one prompt that covers all the adjustments we made so that if I were to use it to request a campaign in the future, it would produce our end result. So we'll call it “HVAC prompt and emails.” Okay? All right, so here's our prompt. HVAC unified prompt and emails. I'm going to give you guys the notes, too. HVAC main email. All right, so I'm going to share this document. I'm going to make it a done-for-you campaign so you can just request it. We're going to put it in the members area, and I'm going to put it in the replay. Alonzo, thank you very much for helping us with the idea and helping us make the HVAC prompt.
[53:31] A quick reminder — the FinTitan email campaigns are not put in as point-and-click done-for-you campaigns. They are shared through the FinTitan portal, but you can still use the done-for-you services on those. Just make sure — just do like a file download, right? And then just include it when you do your done-for-you request, easy peasy.
[54:00] Oh, also that's great. Alonzo says, “This definitely gets me started and allows me an opportunity to tweak as needed.” Honestly, yeah, use the exact same prompts, but plug in roofers, or no — plumbers. You wanted to work with plumbers. I bet you could get just as good, just as good. And I would do it, but we're at 12:55, we're out of time. But I'll put it on the list for next week. But you don't have to wait for me — this is a solid, solid start.
[54:18] Let me share this. Share — okay, and then here is HVAC. All right, all right everybody, thank you for a great call. I mean, I really think we're getting in a groove for making these three-touch reply emails. Tim — ooh, that'd be a great idea. Yes, let's do that. I'm not gonna spread your business, but yes, for sure. Yes, and we can work together on that. Okay, so what we covered — we did some quick Q&A on how to upgrade to Pro, how to scale from sending itty-bitty, you know, small batches, right, to wanting — the goal, of course, to be able to send out thousands and thousands of warm and hot emails. We're scaling up for big-scale internet marketing, right? We worked on sending Small Batch reply-driven emails for bars, and then we branched out and we're talking about lead gen for HVAC.
[55:48] The Small Batch methodology and the reply call-to-action really, really work great together. I mean, and also imagine, with a system that works that well, you could easily get overwhelmed with replies. What an awful problem to have, I know. But yes, this is perfect — it's very personal, it's relationship building. It really is a fantastic way to use the Small Batch System. So very super excited about that right now.
[56:26] Let's see, Alonzo says, “I know you've mentioned it, but wanted to clarify — this three-touch is too cold to lead audiences, right?” Yes. The principle here is that you are taking a scraped list, or a purchased list, or a provided list of HVAC contact business owner contacts — right off the web, maybe you went into a Facebook group and got contact information, maybe you use the Small Batch System daily lead list — however you got this list, you got 50 cold emails and you're sending them this message. Yes, exactly right. And then however you choose to respond, whatever service you are providing — right, Alonzo here is providing lead gen — you just take and run with it once they reply, right? So it works universally across the board just to get that information, as long as you can deliver on what you're offering, right. And we learn more about email marketing in general too. Aw, thanks for watching.
[57:35] All right, fantastic everybody. Thank you so much for spending your morning with me and helping me get better with all of this, all of these practices. I'm making better emails every single time we work together and I just feel like we're growing in this methodology together. I'm super excited about it. I hope you are too. The applications are really limitless, but I want to focus on what you want to focus on. So that post on Facebook about, hey, what do you want to work on with the workshops? It stays open. Put your comments in, put your thoughts. And next week, we will start with plumbers, and then we'll take it from there, whatever you guys want to work on. This is all about you guys, right? Okay, thank you so much. Have a fantastic week, and we'll see you next time. Bye-bye.Sonnet 4.6
