Contacting Local Business Owners

If you are thinking about what helisell suggested and also some of the other suggestions that seem to peak your interest like a negative approach etc.

The one thing I'd be doing is contacting the people with a high score not a low score.

People who show up in your analysis tool with a low score probably don't really give a sh*t about generating business from their website.

They are the group of tradies who drive around doing jobs all over the place.

We think of them as the "dog and ute" type of business...you know they have a big dog and a utility that serves as their office and mode of transport. Plus it carries all their tools.

Usually the "UTE" will have a Phone number on that says something like "Call Mike's Aircon when you need split or ducted air-conditioning."

They have plenty of work on and don't have anytime for website improvement because they are too busy working.

The higher scoring websites however are usually business with more than "one dog and ute"

They have employees and bigger overheads than the small guys.

They need a flow of leads to support their business.

They have already invested in the website and the adwords campaigns etc etc...

When you approach them either via the helisell route or your own composition they are more likely to listen.

A free website analysis is so lame and it wouldn't interest many unless they were bored and seeking company.

Now...

A comparative analysis showing them where their competitors are stronger than them is a better approach.

If you can weave in some emotional hook to your material you will also do better.

A bit like saying. . .

"hey have you seen how competitor Joe's plumbing is doing?"

He's got this new system that is keeping his guys flat out busy....

...and just I saw his wife parking her new car outside [insert desirable local designer boutique here]

You need to show the prospect a huge emotional benefit to get closer to them.

Website analysis = cold

Competitor's wife driving new car = hot

Competitor taking big vacation = hot

Competitor business expanding = hot

You don't need to know all the prospects names (although it helps) but you do need to know at least the best known competitor''s name.

There are so many ways to get their attention so promise me "no more poor emails ok?"

best regards,

Ozi

You've already lost their trust with the first line in your email.

If my name is Jim, you better be calling me Jim, not To the owner of (Name of Business), otherwise your going in the spam folder.

Be sincere when making contact and not come off as some canned spam script designed for the masses. Talk to the potential client like you already know them and you know their business/niche.

Hello Sunshne

First thing, your subject line: It screams "I'm selling you something". Do you know how many of these emails they get daily? Too much. With a subject line like this, I guess 90% will delete without opening.

You may try something like you are sending an email to your friend. Frank Kern uses the word "hey" ONLY as 50% of his subject lines.

Second thing, one sure thing you need to know; usually about 50% of your emails will end in the spam folder, so they won't see it at all (put this in your mind.)

Third thing, your first line (which usually appears before they open your email) lacks the intimacy and friendliness (it sounds like "to whom it may concern".) This will turn them off immediately.

Number 4: You said that you'll offer them a free analysis. They will immediately think in their heads "what is the catch here? no one offers a free service", so you need to answer this question in your email actually with confirming that there's a catch which is that if they like x, then you'll offer them y.

No.5: You said you send them 3 examples from similar clients. This will scare them that you'll use their own reports to show for future customers. So you need to assure them that you have an agreement from the other 3 clients to show their reports (if you don't have this agreement, you really must NOT show them these examples.)

I hope this helps

A quick initial thought......

You're not "selling" a "free website analysis report." You're "selling" the result...

The business owners could care less about a "free website analysis report." Tell them what result they can expect.

Is it more people picking up the phone, calling and handing them money once their "issues" are fixed? Is it they'll know how to improve their website to stand out from their competition? Is it something else? Ideally, you'll want to relate it to the reader putting more cash in his pocket.

Once you nail the result you get for the reader, it makes it much easier to "sell." Make sure it is at a level that you could describe it to your grandmother.

I agree with many members here about changing your subject line. Your subject line is your Headline so it needs to be written in a way to get them to want to click your email.

In the body, you may want to entice them with a CTA and a link like "Get Your Website Analysis Report Here". Have the link go to landing page mimicking the same offer but with an optin form "Enter Your Details Here" (Name, Email, Phone, Website). I'd go one step further and embed a retargeting script on the landing page in case they weasel out of filling out the form. If they fill out the form, send them their website analysis report. After you send them the report, reach out to them by phone a few days later. If they don't fill out the form, retarget them.

Hope this helps.

I have to agree with a couple of the other replies...
This email screams "SPAM."

I've owned a small plaster and painting company for many years (I still own it, but I don't really do any of the physical work anymore) and your email looks the same as dozens of others we get every month.

When I first used to get them, I thought "maybe I should contact one of these guys."

But after seeing enough of them, my first thought turned to "wow, I just got a personal email from someone who wants to help me (along with 1000 other people who got the same exact email 2 minutes after you clicked your send button)"
The only thing missing from your message is the line that says "when you respond, please give me your name and website address so I know who you are."

Eventually, those kinds of emails just get deleted right away.


Of course, I try to never criticize anyone without offering a solution.
So, here's a little insight into my mind (from back when I was a full time contractor).

First off, my website was an afterthought. After years in the business, I put one up because I figured it's what everyone else was doing, and I needed to keep up with the competition.

I knew (at least I thought) my website could be better, and it should be helping me get more customers. But, I'm a contractor, not a website guy. And while I'd like to have someone help me out, I'm not interested in spending thousands of dollars, just to get screwed over.

So, sunshne721, the first thing you need to do is build a little rapport, and get me to trust you.

Here's a message I got a while back, that actually got me to read the email. I saved it because it made a nice addition to my email swipe file...

Subject: I love your website!
(this got my attention, because a little flattery never hurts)

Opening line: I'm looking at your website's wonderful content and I love it! I reached out to see if you would be interested in helping your site reach its full potential?
(this was the line I saw when hovering over the message. It got me to open the email, which is half the battle)

It went on from there. This person actually included my website address on the next line (so I believed they at least knew who I was). It talked about wanting to help me because they liked what I was doing, and they believed they could help me.

Then they included a couple bits of advice I could implement on my own, right away (proof they knew what they were talking about). And finally they made their pitch of a complete website analysis, if I was interested in turning my website into a lead generation machine.

A week later I received a follow up from the same person, with some more advice, and another offer. (they were starting to build rapport)

At another time, this email campaign could have worked on me. But my painting/plastering business was already more of a part time hobby by then (still is).
By the third email I felt obligated to reply, and let her know that I appreciated what she was doing, but I wasn't the best candidate for her efforts.

The point is... Out of all the hundreds of emails I was getting, I actually responded to this one.

I hope my experience gives you some insight.

All the best,
SARubin

WHOA... WAIT... STOP... WHY in the world? What's the catch here? WHY are you not starting locally? Less work.. easier to contact... prove yourself in the pond you live before you move on to the next one. develop success, and then have a platform to grow that success from.

There is an issue here and it has little to do with subject lines and letters and open rates. YOU are afraid of something, and that is literally showing through in your communication efforts. if you are unable to contact local prospects.. how do you think you will contact ones 300 miles away? You are hiding behind the vail of distance, and it just is not going to work.

Wonder why the politicians bought in DNC lists...?
Wonder why more than half of UK businesses signed up, even though the DNC list wasn't well advertised...?

Anyway nobody calls you because you drive a BMW... Get an Aston Martin and you'll be as popular as me...

I may get 15 calls a day from robots, (SEO mostly) Viagra salespeople from India, and people wanting to switch my utilities or my credit card processor.

Almost never are these people talented in any way.

And..just by habit...I now say no to everyone. Once in a year or so, I'll get a real player that can carry on a conversation...like a real person.

I made a huge amount of money by annoying people with a call or visit at the door.
After doing it for a couple of decades, I learned to be more selective, run referrals, re-sell past customers....and call people who are highly likely to buy from me. (because they have a proven habit of buying how I sell).

Cold calling also gave me new starts at referral chains.
Cold calling someone isn't all that annoying, unless they are wholly unqualified as a prospect.

And DNC lists are joined because... who actually wants to get cold calls? Who wants to see commercials? In fact, most people would sign up for no more sales letters, no more PPC ads, no more e-mail offers.

Have you ever seen an ad in a newspaper? Wouldn't you rather just not see any ads?

Have you ever started a conversation with a stranger? That's a cold call. Wouldn't it be less irritating to people if you just never talked to them?

A cold call isn't that much of an interruption, if you qualify quickly, and don't waste time.

Are there more productive ways to make a personal sale? Yes.

But cold calling (if you are good at it) does make you money, and it doesn't irritate the people who buy...or even the people that listen to you, and don't buy.

I wish I could get on the "Do not call me for a favor" list. But life goes on.

It paid for my house. lol

Frank