Re-Imagining Search: A Guide to Effective Outreach and Delighting Customers

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Glasp

Sep 04, 20235 min read

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Re-Imagining Search: A Guide to Effective Outreach and Delighting Customers

In today's digital age, the ability to find information has become a fundamental need for humanity. Whether it's news updates, weather forecasts, or even a sugar-free cookie recipe, we all have questions that we want answers to. However, the current state of search engines and online advertising has raised concerns about user privacy, misinformation, and overwhelming ad-load.

At Greylock, we strongly believe that more choice and market competition lead to a better experience for consumers. Our goal is to offer a search experience that is free from ads, prioritizes user privacy, and provides access to both public and personal information. We understand that people want to find the information that is most important to them, and it is our mission to deliver a product that they can't live without.

But how do we effectively reach out to potential users and customers without resorting to traditional cold outreach methods that often fall flat? The answer lies in understanding the needs and interests of our audience and approaching them in a genuine and meaningful way.

One of the most common reasons why cold outreach fails is because it lacks relevance to the recipient. To overcome this, we must invest serious time in qualifying our lead list and researching our audience before sending messages. This extra effort may require more energy, but the payoff is worth it. By personalizing our outreach and creating an "Ooh! Moment" or an "Aha! Moment" for the recipient, we can capture their attention and make a lasting impression.

To achieve effective cold outreach, Amanda's 5 Rules of Cold Outreach provide valuable guidance:

Rule #1: Give a s*** about the other person. When reaching out to someone, it's crucial to show genuine interest in their needs and priorities. By understanding their perspective and tailoring our message accordingly, we can establish a connection that goes beyond a generic sales pitch.

Rule #2: You cannot demand attention from a stranger. Instead of demanding attention, we should focus on earning it. This means offering something of value to the recipient, whether it's relevant information, insights, or a solution to their problem. By approaching them as a helpful resource rather than a salesperson, we can build trust and credibility.

Rule #3: Talk like a human. Cold outreach messages should be written in a conversational tone, avoiding jargon and corporate-speak. By using language that resonates with the recipient and feels authentic, we can create a connection that feels genuine and relatable.

Rule #4: Be genuine. Smart people have good B.S. radars. Trying to deceive or manipulate the recipient will only backfire. Instead, we should be transparent about our intentions, honest about what we offer, and genuine in our interactions. By being authentic and trustworthy, we can establish a foundation of trust that is essential for successful outreach.

Rule #5: Don't waste their time or your time. Time is valuable, and nobody wants to waste it on irrelevant or unproductive interactions. Before reaching out, we should ensure that our message is clear, concise, and directly addresses the recipient's needs. By respecting their time and delivering a focused message, we can increase the chances of a positive response.

To implement effective cold outreach, a 5-Step Guide can be followed:

Step 1: Start your list with cluster sources. Identify sources that are relevant to your target audience and compile a list of potential leads. This could include industry-specific publications, forums, or social media groups where your audience is likely to be present.

Step 2: Prioritize and cut down your list. Once you have a list of potential leads, prioritize them based on their relevance and potential impact. Focus on quality over quantity, as a smaller list of highly targeted leads is more likely to yield results.

Step 3: Check yourself. Before reaching out to potential leads, take a moment to Google yourself and see what comes up. Ensure that your online presence is professional and aligns with the image you want to portray. A strong online presence can enhance your credibility and increase the chances of a positive response.

Step 4: Consider the notion that the best cold outreach is actually warm outreach. Building relationships with potential leads before reaching out can significantly increase the chances of success. Engage with them on social media, comment on their blog posts, or attend industry events where you can connect in person. By establishing a warm connection beforehand, your outreach will feel more natural and less intrusive.

Step 5: And finally, go ahead and shoot your shot. When crafting your cold outreach message, keep it simple and personalized. Write as if you were sending a single message to a single contact, ensuring that it is clear, concise, and addresses the recipient's needs. Answer the questions of what your product or service is, what you are requesting, why you are the best choice, and why they should choose you over someone else.

In conclusion, re-imagining search goes beyond providing a better search experience. It requires effective outreach strategies that prioritize personalization, relevance, and genuine connections. By following the actionable advice of investing time in research, personalizing messages, and building warm connections, we can deliver a product that delights our customers and establishes a strong foundation of trust. In a world where choice and competition are valued, it is crucial to stay focused on our customers and provide a product that they can't live without.

Resource:

  1. "Search Re-Imagined. | Greylock", https://greylock.com/greymatter/search-re-imagined/ (Glasp)
  2. "Shoot Your Shot: A Guide to Effective Cold Outreach - SparkToro", https://sparktoro.com/blog/shoot-your-shot-a-guide-to-effective-cold-outreach/ (Glasp)

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