The approach is to focus on a specific group of people and address one relevant problem that they deal with enough that they might be motivated to do something about it. 

Why not include multiple points? It's been proven that trying to say many things dilutes your message and reduces the chance that your email will even be noticed.

We loosely use the "hero's journey" format, a common template for stories. Follow the steps below to craft a single-minded email using this approach:

1.  Identify one ideal target group that you want to reach (title, role, industry, type of issue, etc)

2. Brainstorm all of his/her problems as it relates to your category. Keep asking "what causes the problem" until you get to the real problem the person is facing

3. Choose one problem that you believe is the most relevant and irritating 

4. Create an outline by answering the questions below:

• Character: Brief description of your ideal target's title, role and/or situation
• Has a problem: The one problem you chose in step 3
• Meets a guide:  The benefit you offer that will help the problem
• Has a plan: Your offerings + an example of how you've overcome these challenges before
• Avoids Failure: What the person is most afraid of happening
• Ends in success: What makes the person successful? What does he/she really want to happen?
• Transforms (from-to): Two word combination. One that describes how the person felt before and then after he/she experienced success or avoided failure. You can brainstorm multiple word combinations
• Call to action (CTA): Link to a case study, landing page, call now, set meeting, etc. 

5. Use this outline as a starting point to craft the email. Don't overthink it. Write an email that helps the person understand that you "get" the problem and genuinely can help. 

6. Write the subject line - pose a question or provide a statement that is about the problem, the potential failure or the success 

7. Ask someone who has insight about the ideal target and problem to read it for you

p.s. Even if the person doesn't open it, you can still call and follow-up to see if there are any questions about it. 

Want to check out other tips and tools? Click here

Bringing to Life a New Brand

After working as A-Abel Family of Companies for over 30 years, Jay Moran and his family bought the outright ownership of A-Abel Exterminating and TubMasters Renovation in late 2020. In 2021, they began providing the same unmatched professional services, but through a different brand name. Now known as go2-pros, the company minimizes property-owner hassles by providing pest control and renovation services to families throughout Southwest Oh

Challenge

Once the Moran family bought ownership of the service lines and decided to create a new brand, they knew they needed a trusted marketing expert to guide them through the branding and new brand launch process. To be successful, they needed a new brand name and logo that were distinctive, easy to remember, and that demonstrated their expertise. They also needed a launch plan that included everything from new invoices to a new website and advertising. They already worked with a design agency, digital agency and advertising partners who could implement the plan with excellence, but needed a branding expert and “marketing quarterback” who could lead the effort.

Solution

Moran asked his advisors for names of marketing firms who could help. One advisor suggested talking to Amy Connor of CMO-OnLoan. Connor shared templates and examples of how they could help and what was needed for a successful rebranding. After meeting with Connor, Moran believed that the CMO-Onloan team’s branding and marketing expertise, along with their collaborative style would fit well with them and their current agency partners.

Approach

The CMO-OnLoan team started by conducting a thorough discovery process to understand the current brand and markets. They reviewed messaging, analyzed prior activities and results, conducted a competitive review and interviewed stakeholders.

The CMO-OnLoan team then led the full team, including internal team members and the agencies through a collaborative process to develop a new brand name, brand architecture, naming architecture and tagline. The designers created logo options and service line treatments that the full team discussed, reviewed and finalized together.

CMO-OnLoan developed ideal customer target profiles for each service line, gaining insight by conducting customer interviews. They developed the brand “why we exist” statement, promise and secret sauce and key messages that would be used across all communications.

Once the brand name, logo, tagline and messages were finalized, CMO-OnLoan developed and implemented the launch. This included developing the launch strategy and writing briefs for agencies and media companies to create assets within the message strategy. CMO-OnLoan also developed an implementation action plan to help the team keep track of everything that needed to change for the rebranding. Finally, CMO-OnLoan managed the action plan and provided guidance to ensure the deadlines were met and the brand was strong and consistent. Connor remarked, “It was a wonderful, collaborative experience where everyone provided their expertise and worked together to make the launch happen quickly. It was a real joy to be a part of!”

Results

The new brand, go2-pros, launched successfully in April, 2021, in just five months. The go2-pros team also gained increased confidence in how to make smart marketing decisions and how to spend their marketing budget. Jay Moran, President at go2-pros stated “The CMO-OnLoan team turned something scary into something we enjoyed. We could not have launched our new brand without their expertise and guidance. It really was a team effort!”

Click here to learn more about go2-pros

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If you want to increase your sales, start by tracking your leads by lead source. This allows you to estimate how many leads you need from each source to deliver your goals. Download our estimator and follow the steps below.

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The fourth building block in The Strategic Marketing Playbook is Marketing Leadership. It ensures you have the right resources, team culture, and action plan to get results. Learn more below!

Marketing Leadership Deliverables

1. Marketing "Quarterback" 
   • The person who ensures that marketing outcomes are met, responsibilities are done well and the team is high performing
2. Resource Plan & Structure 
   • A system that outlines how certain activities are directed in order to achieve the goals of an organization
3. Development Plans 
   • Identify skill needs for the organization and the individuals and develop a plan to enhance the skills
4. Skill Development 
   • Skill training for the team to enhance performance and deliver business objectives
5. Coaching 
   • Helping leaders at all levels build on their abilities to do exceptional work
6. Hiring & Resourcing 
   • Finding, selecting and hiring new employees and/or external resources
7. Onboarding 
   • Integrating a new person with a company and its culture, providing the information and tools needed to become a productive team member

Click Here for The Strategic Marketing Playbook Overview