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海外市场开发:失败的开发信就是这么写的(下)

作者:海外获客稻米营销云
2313
时间:2021-04-29
开发信一直都是外贸人的谋生工具,可以说能否写好一封外贸开发信注定一名外贸人是否能在这个大行业里生存下去。当然开发信的质量也跟业绩互相挂钩。

开发信一直都是外贸人的谋生工具,可以说能否写好一封外贸开发信注定一名外贸人是否能在这个大行业里生存下去。当然开发信的质量也跟业绩互相挂钩。

上一篇讲述了开发信失败不能做的事情,这篇讲述开发信可以做的事情

「能做」

标题:Exceed your [客户目标] by 20x in 10 minutes

文案:Hey [客户名称],

I can explain to you in 10

minutes how you can increase your [目标] by 20 times margin.

With this technique, I was

able to help our clients [竞争对手] gain momentum within three months.

[客户], I want to share this technique with you,so let's make a quick 10 minutes chat ASAP. Let me know now what time worksbest for you.

-[你的名字]

CTA按钮 [引导潜在客户回复]


这封简单易懂,不拐弯抹角的开发信获得了57%的打开率、21%回应、以及增加了16名SQL销售合格线索。

接下来,我们来分析这封开发信成功的原因:

[if !supportLists]1.   [endif]激起好奇心的标题

"Exceed your [客户目标] by 20x in 10 minutes"

开发信的标题是潜在客户决定打开与否的关键点。

所以我们应该用60%时间来测试不同的标题。

好的标题是可以用数据说话,这样才能引起对方的注意。

实在想不到好标题可参考以下例子:

勾起好奇心

[if !supportLists]l  [endif]$50,000 is How Much one of Our Clients has made by using Our Service/Products

[if !supportLists]l  [endif]The Most Underrated Product with Huge Profit Potential

[if !supportLists]l  [endif]All you need is 8 minutes to Start Rebuilding Your Business

社交证明/社会认证

[if !supportLists]l  [endif]100 New Companies Have Entrusted Us Just Last Month

[if !supportLists]l  [endif]Top 3 Reasons Why Our Clients Don't Churn

[if !supportLists]l  [endif]Hey You! Thank You For Believing In Us

带有一点幽默感

[if !supportLists]l  [endif]Only For Horrible Bosses (Ah...Fudge It)

[if !supportLists]l  [endif]Hey You! The Next Steve Jobs (When He Was Alive)

[if !supportLists]l  [endif]Lighten up Buddy! Here's a Joke for you ;)

[if !supportLists]2.   [endif]提供价值

"I can explain to you in

10 minutes how you can increase your [目标] by 20 times margin."

无论你的产品/服务/方法是否真的能帮助潜在客户获得20倍的增长率,20x的询盘,或者20倍的流量,重点是我们需要争取一个可以跟潜在客户说话的机会。

[if !supportLists]3.   [endif]个性化

这封开发信里提到了两次客户的名称,用了两次「technique」和两次「10 minutes」。

理由很简单,因为我们希望这名潜在客户会愿意花10分钟时间听我们讲解究竟是什么策略。

开发信的语气不要过于严肃,你是怎样给你的亲朋好友发信息的,就怎样给你的潜在客户发信息。

这么说可能不够清晰,所以请参考以下:

[if !supportLists]l  [endif][潜在客户的名称], don'tmiss out!

[if !supportLists]l  [endif][潜在客户的名称], Ipromise not to waste 1 minute of your time.

[if !supportLists]l  [endif][潜在客户的名称], are youfree this weekend?

[if !supportLists]4.   [endif]社交认证/社会证明 

"With this technique, I

was able to help our clients [竞争对手] gain momentum within three months."

上面提到用数据说话,意思就是利用我们的已有客户(而且最好是与潜在客户相同行业)作为证明。

任何人看到陌生信息时都会有防备,所以最有效率的说服就是来自已有客户的成功数据。

所以我们必须预先准备好案例,当客户回复邮件时,我们就会充分的准备好进一步的说服。

[if !supportLists]5.   [endif]CTA(Call to Action 行为号召) 

"[客户], I want to share this technique with you,so let's make a quick 10 minutes chat ASAP. Let me know now what time worksbest for you."

如果对方感兴趣,我们只希望对方有一个行为,就是回复。

所以没有必要添加你的公司介绍链接,或者详细产品线链接,除非你的开发信是围绕着该话题进行说服,不然我们要尽量简化文案。

下面有更多例子:

[if !supportLists]l  [endif]Offer End Tomorrow! Save An Additional 15% Now.

[if !supportLists]l  [endif]Pay 30% Now And Start Your Success Today.

[if !supportLists]l  [endif]Last Chance to Grab This Amazing Offer!

开发信模版

不要说我们只讲理论,不给实操案例。

以下模版你可以随意修改,多按逻辑结构写几次你就会找到感觉了,后续连模版都不需要。

[if !supportLists]1.   [endif]通过开发信询问对方要关键决策人的联系方式

Appropriate person

Hi [潜在客户名字],

I am writing in hopes of

finding the appropriate person who handles [相关部门]? I also wrote to [联系人 A, 联系人 B, AND 联系人 C] in that pursuit. If it makes

sense to talk, let me know how your calendar looks.

Dealmap.Cloud helps increase

the revenues of Fortune 500 companies by marketing to Chinese-speakers. Each

month we reach 25 million Chinese speakers with an audio message they must

hear. We insert 30-second audio and SMS advertisements into phone calls made on

calling cards. The benefit to users is they make their call free. The benefit

for our clients is they can increase store revenue by providing text message

coupons. Typical redemption is 3%. You can measure results online and with

store sales. Advertisements can target specific ethnic groups and geographies.

Some clients include McDonalds, P&G and Taco Bell.

If you are the appropriate

person to speak with, what does your calendar look like? If not, who do you

recommend I talk to?

Thanks,

[你的名字]

[if !supportLists]2.   [endif]通过开发信建立友好关系

Congrats on the new role. Re: call follow-up.

Hi [潜在客户],

Just left a quick message at

the office for you. I chuckled a little bit when I got an automated email this

morning from your predecessor, [前同事名称] who we worked with briefly, and before her, [另外一个前同事名称], who we worked with as well …

First and foremost, congrats

on coming into this new role! I’m sure you’ve got a lot going on – so this

conversation might be timely or not. If you’re stressed, this is my

go-to :)

My role here is working with

businesses (in the area) on how they can effectively and efficiently drive more

traffic to their website, increase conversions, and nurture leads into

customers.

How has your first month

kicked off so far?

– [你的名字]

[if !supportLists]3.   [endif]提供价值的开发信

Helping your team accomplish [目标]

Hi [潜在客户],

I saw you recently downloaded

a whitepaper about [目标]. I’ve

worked with similar companies in [相关行业] and I thought

I’d reach out.

[潜在客户的公司] looks like a great fit for [你的企业名称] and I’d love to understand what your goals are for this year.

We often help companies like

yours grow with:

[if !supportLists]l  [endif][解决方案一]

[if !supportLists]l  [endif][解决方案二]

[if !supportLists]l  [endif][解决方案三]

 If you’d like to learn how [你的企业名称] can help you reach [目标],

feel free to book time on my calendar here: [日历链接]

Thanks,

[你的名字]

[if !supportLists]4.   [endif]介绍自己的开发信

Resource for [相关行业] questions

Hi [潜在客户],

I’d like to introduce myself

as your resource here at [你的企业名称]. I work with businesses in the [行业名称]

industry, and noticed you visited our website in the past.

This inspired me to spend a

few minutes on [潜在客户的公司名称] website to learn

more about how you’re approaching [产品线、销售策略、市场营销、客服方式].

I noticed some areas of opportunity and decided to reach out to you directly.

[你的企业名称] is working with similar companies in your

industry, such as [潜在客户的竞争对手], to help them accomplish

[目标/价值], and giving them the [解决方案] to succeed.

Do you have 15 minutes to

discuss [潜在客户的公司名称] this week?

If so, you can book time

directly onto my calendar here: [日历链接]

Looking forward to meeting,

[你的名字]

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