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Client and Brief: Tim Ringo is a HR expert with 30 years in the field, he delivers workshops and keynote speeches on the subject. Specifically on productivity, improving employee experiences and how technology is impacting the workplace and HR.
Tim wanted to promote his keynote speeches going forward. He was in need of an email to send to potential prospects that are likely unaware of him or his services as a cold outreach to entice them and inquire further. Below are the three variations that I presented to Tim.
You will see the subject line/snippet displayed above the body of the emails.
Audience: HR Directors, CHRO, HR Managers.
My Approach:
After extensive research it became clear that in the current workplace climate the biggest issue that HR are facing is retaining top talent, so this become instrumental in the emails that I wrote.
To spark an emotional response I emphasised why it is necessary to retain top talent as an employer, which led to me building Tim’s credibility so the prospect understands how their stress for this problem can be alleviated. Driving them to one clear call to action.
My Approach:
Tim has specific expertise in productivity and with my research showing there is a productivity gap in the workplace, it seemed clear this should be the target for one of my variations.
It became clear that managers were not explicitly aware of the productivity gap between their employees, and so making this fact explicit was of utmost important. Striking on an emotional chord and highlighting the problem that the target audience were facing but maybe did not yet overtly recognise. Once again building Tim’s credibility through various expertise, leading the prospect to understand that taking immediate action towards solving this issue is in their best interest.
My Approach:
The approach with this email was similar to the first but using a different technique to generate intrigue, the use of Tim’s ‘Equation’.
With Tim wanting a few variations I used two techniques so that we can test which resonates more deeply with the audience so that it can be capitalised on moving forward.
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