#107: Here's how you induce FOMO in your outbound messaging (+ leverage their competition)
Hi Friends,
Happy Friday.
Wanted to express how deeply grateful I am for each and every one of you. There are a million different newsletters, courses, videos, posts etc. that you can be following along and you all choose to give me some of your attention.
I hope this content continues to be valuable to you.
If you have any topics you are interested in, please drop ideas in the comments :)
Alrighty… let’s get to the topic of the day:
Providing Insights + leveraging competition and FOMO.
One of the best ways to catch a prospect's attention is to provide them with an insight about their competitors.
Most companies have that one competitor that they HATE. Maybe not hate, but it likely pisses them off when they lose deals to them.
If you can learn to spin a competitive insight here into your outbound messaging and tie it to your value prop you will have a better shot at catching their attention.
They may already know some of the information but at the very least you can get them to think about it in a new way.
That's when some magic starts to happen.
Here's a random example I drew up for Drata vs. Vanta.. who operate in an EXTREMELY competitive space… this one focuses on web traffic.
Subject line: Web traffic vs. Vanta (quick win for you)
Laura - did some analysis on your web traffic. About ~22k web visits a month vs. Vanta's 70K / month.
It's not a short term fix to 3.5x your web traffic, but are you taking full advantage of your current traffic?
Understand you use Qualified for web de-anonymization, but technically the de-anonymization rates aren't great. And you can't marry that with other signals like who is talking with Vanta.
Back of napkin math tells you we can likely de-anonymize about ~1.4k visits / month on your site that aren't filling out a form.
Worth discussing to see if we can get you some quick wins as you ramp up?