What triggers you?

There is so much noise around outbound, but there is really only one metric that matters. I’d like you to tattoo it on the inside of your eyelids: CONVERSATIONS.

Show me your calendar for next week, and I’ll roughly chart your financial course. Conversations = Growing, No Conversations = flatlining.

The goal then, is to have as many mini-conversations as possible with your ICP…period. Everything else is noise. Stop and really think about this.

But how do you initiate the threads that book said conversations?

The first step is for you to design your opening message, your ‘trigger’. Be it on email, social media, cold call…it’s all the same…your trigger is everything.

Everyone scours the internet for that perfect template—a magic bullet that unlocks the door. But it doesn't exist.

There are ‘heuristics’, but there are no ‘templates’. The resonance of your message is totally down to you

You’ll want to craft a trigger that is addictive to answer. It causes the prospect to introvert and think about the answer.

It isn’t selfish, there’s no ask, but there’s no false synergy or nicey nicey stuff either. We’re here for business, but we’ll damn well broach it in style my good man.

Be different, be jarring, be pattern interrupting in a world of same.

My client, Sam Palazzolo, a lightning-fast implementer, says that 15-20 highly qualified ICP will respond to his triggers. Of those, he can easily book 10+ discovery calls a week. All from nailing his trigger.

Test and iterate tirelessly until you get a 20-30% response rate off your initial message. If you're getting lower numbers, either the message isn't landing or it doesn't align with your positioning.

As promised, Vanquish in under 1 minute…

P.S. There’s only 4 heuristics that make up a solid trigger. If you want a little video on it, I’ll walk you through them.

Build, Scale, Vanquish.

Jonny