,

Every time I evaluate an underperforming campaign, I follow the same approach.

It involves 3 steps.

And they’re especially useful when doing any type of outreach.

I shared these steps on LinkedIn this week due to several inquiries I’ve received around cold outreach.

The biggest issue that keeps coming up is the audience.

Too many individuals target the wrong people with their outreach.

In fact, not only do they focus on the wrong people, they reach out to too many of them at the same time.

So deliverability becomes an issue too.

Keep in mind, any worthwhile marketing strategy requires time.

Unfortunately, people see strategies and fixate on the promised results.

More leads… greater sales… predictable revenue…

This creates time pressure.

The rush to hit these outcomes leads to shortcuts and quick fixes.

Which, in most cases, results in failed campaigns.

The only way strategies work is when you have data…

And the willingness to adjust based on what it tells you.

The best strategies evolve as more information becomes available.

This requires you to commit to the process.

Positive results require consistency.

Because consistency compounds.

Remember, strategy sets the direction, but your process drives the results.

Talk soon,

Tom Trush
Direct-Response Copywriter/Marketing Strategist

P.S. Here are a couple other quick tips:

What your clients seek most in today’s shifting business climate

3 questions your website must immediately answer (if you want it to generate leads)