Training a Client to complete their own outreach copy

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The timer for this flow should read "CLIENT NAME - Messaging Training."

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    Start the task timer in Monday.com

Note: in the case of this procedure, tracking time in Monday happens at the business management level, in the appropriate task associated with this procedure.

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    Change the status or your task to "working on it"

Why am I here in Process Street?:

We use a series of various software or business applications to manage our business. It is what we refer to as our technology stack,

As part of this stack, we use Monday.com (formerly DaPulse) as a visual task manager to assign work between various team members, collaborators and suppliers. Monday.com is also what we use to track the time spent on various tasks.

Monday allows us to know who's doing what, when a task is due, what the status is, etc.

When it comes to the actual procedure for a task, we use Process Street. Process.st is a Business Process Management software. We can use it to build our procedures and checklists. We can use them to run those checklists and to share data between our various applications.

As an example. we can make sure to take data from our Customer Relationship Management software, such as PipeDrive and pass the client info into Process.st for someone to run the Client Onboarding procedure.

So if you're here, chances are someone assigned you a task and you need to run the checklist. If you're not familiar with things in Process Street yet, we included a little basic training/tutotial on the next page.

Process Street Tutorial (optional)

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What is Process Street?

For a quick 5 min tutorial on how Process Street can help with workflows and scheduled processes, check out this video.

Introduction to Process Street

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Business Context:

Review the latest updates on this procedure

Last updated on May 24 at 3:00 
by Nick Longo

WHO
Training team members who work with clients to extract information

WHAT
To help clients help themselves by creating the most compelling marketing campaign as possible in a Done-With-You campaign format.

WHEN
This is done during the onboarding phase prior to a client launching their "Market Validation" campaign

WHY
If we empower clients to do better work on their own, it will produce better results and require less work on our team's end.

Notes and  Comments: Add some notes and comments for tips, remarks, working notes. Feel free to shoot a quick Zoom video and include the link to add some context and nuance if you want!

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    I reviewed this section and I am up to date on "What you need to know" for this procedure.

Step by Step Instructions & Which Copy Are We Doing:

Complete the "growth workbook" with the client

The client will have to do some of this work on their own, some of it will be done during meetings.

The process to complete the growth workbook is still being finalized, but below we've outlined the critical pieces that must be done in order to set a client up for success in doing their own copy for cold email market validation. 

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    Work with the client to establish what we are driving to (the offer)
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    Work with the client to get a clear picture of the customer profile they wish to target using the Strategyzer process
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    Map the pains, gains and jobs for their first target audience
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    Map their pain relievers, gain creators and products to serve the target audience
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    Select at least 3 clients to serve as case studies
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    Flesh out one case study (at minimum) in greater detail
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    Come up with a clear Value Proposition that communicates the value they bring
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    Make sure there are at least 3 clearly defined benefits for us to use in our messaging
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    Come up with a sexy name for their discovery call that communicates the value the individual will receive if they choose to attend
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    Find an article that the client can use to bolster their efforts in convincing leads that they are needed
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    Set up the client's appointment booking system and make sure they have the link

Outline the cold email process and templates

Walk them through what is being set up, and what their part is in it.

The client may need access to this process street template:

https://app.process.st/templates/Create-the-Cold-Email-Message-Templates-for-a-Client-lRooYEaDQT0lpIJmrF5AJw/view/tasks/pk1a8bRZqW-G2xGeZ95EYg 

The client WILL need access to this template:

https://docs.google.com/document/d/1E9SVLGBQHOg1prYOGn8C5npJR5c3AiyHDDLvEEfqk68/edit

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    Make a copy of the "cold email copy" template and place it in their client folder
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    Share the template with the client, as well as a sample of work and any applicable videos
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    Walk them through the template, and make sure they know that almost everything they need to complete the copy is contained in their Growth Workbook.
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    Explain that we will be handling the technical setup of reply.io but that the copy will be handled by them
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    Outline the importance of cold email in their campaign
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    Instruct them that everything within the template in RED will be merge fields handled by the automated system.
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    Everything in BLUE must be completed by them.

Outline the LinkedIn process and templates

Walk them through what is being set up, and what their part is in it.

The client may need access to this process street template:

https://app.process.st/templates/Create-the-LinkedIn-Message-Templates-for-a-Client-s27ER7wa4sJrbn8dwkpL3g/view/tasks/oeUthSOrgogMMq1mEm9Ltw

They WILL need access to the google doc template:

https://docs.google.com/document/d/1Pp2dfXQfxS9_n331UGTb1vqOS_O23XibIrJtcCndINw/edit

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    Make a copy of the "linkedin copy" template and place it in their client folder
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    Share the template with the client, as well as a sample of work and any applicable videos
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    If they have already done cold email, then instruct them that they can use a great deal of the same content and migrate it over (copy/paste).
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    Walk them through the template, and make sure they know that almost everything they need to complete the copy is contained in their Growth Workbook.
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    Outline the importance of linkedin in their campaign for outreach
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    Explain that they will be creating the copy. When it comes to delivering the messages they will have three choices - 1) They send the messages themselves, 2) They pay us to do the delivery, 3) They use an automated system to deliver it. Explain the risks of each.
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    Instruct them that everything within the template in RED will be merge fields will be updated in each message.
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    Everything in BLUE must be completed by them.

Outline the Linkedin profile creation process & templates

Walk them through what is being set up, and what their part is in it.

They WILL need access to the google doc template:

https://docs.google.com/document/d/151Md9izpESyOP3mLHLflV4K5_7kSJB-tdBDwHrlEv5g/edit 

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    Make a copy of the "linkedin profile creation" template and place it in their client folder
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    Share the template with the client, as well as a sample of work and any applicable videos
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    Walk them through the template, and make sure they know that almost everything they need to complete the copy is contained in their Growth Workbook.
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    Outline the importance of a strong linkedin profile in their campaign for outreach - approximately 60% of the individuals we send connection requests to will visit our profile before accepting our connection request.
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    We want to ensure that we maximize our likelihood of being able to market to them. If they don't accept the connection request, we can't communicate with them.
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    Make sure clients understand the importance of using "you focused copy" rather than making it about us.

Check their work

Clients may think that this is a simple "fill in the blank" exercise. However, once the general information has been filled in, it's important to go through it and make sure it flows in simple language. We also want to make sure they've hit all the important marks.

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    Check that they have filled in all of the blanks, and that nothing is still BLUE.
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    Make sure the spots that will be used as "merge fields" are still there, and in RED.
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    See if there are any points that can be tightened up and shortened.
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    Test the links in the messaging
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    Make sure the case studies are simplified into clean language.
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    Do a full read-through and see if there is anything awkward or forced as a result of copy and pasting text without reading through it. e.g. At eRational, we help businesses help their teams grow.
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    Check for jargon and slang - especially acronyms. If there is anything you think is "on the cusp" ensure that they sign off that they every person they would consider a lead will understand what they mean, even if you don't.
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    Read the text aloud with the client and make sure it hits the marks.
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    Check that the article / video / content piece they've selected fits the marks for what we want to communicate.

Process Map:

This shows the outline of the process to get someone to complete their messaging scripts (cold email and linkedin).

Data flow:

The data flow for this process predominantly revolves around the rate at which we deliver information to our clients. 

We want to make sure they have the growth workbook done before we start the process of training them in the messaging process.

The complete flow is outlined below.

Feedback Loop:

There are a couple of critical pieces of data flow for this type of project.

  1. We have to gather the results of the campaign to make sure that our templates are performing when clients are responsible for the copy.

  2. We have to gather feedback from the client on how easy it is for them to use our templates when trained.

  3. We have to gather feedback from our trainers + CSM on if the clients are doing the work required or if it is easier for us to do it ourselves.

Followed by/ learning Management:

This is the updated list of who's been trained on this procedure.

If we have any additional training material or considerations for the Learning Management System or on skill management, we will also include it here.

Followed by: 

Nick

Also need to train

Any new trainers who join

Notifications/hand off (optional):

Once you're done running a procedure, it's key to notify:

  • the person who's handling the QA for that task
  • and the next in line for the subsequent step in the workflow, when applicable.

Start leveraging automated notifications

Note to procedure builder:

Notifications are a powerful tool. If you can figure out how to send a notification at the end of this procedure that's simple and efficient, you have the opportunity to reduce friction and increase efficiency at the hand off between this task in the workflow and the next business function in the sequence.

That will require you getting comfortable with working with variables in Process Street:
https://www.process.st/help/docs/variables/

Once you start getting the hang of that, you can configure a basic email template below with what  you want sent to:

  • the person handling the QA for this procedure
  • the next person in line, when applicable.

If you want the people running the procedure to use this feature, we'll have to make sure their computer (Mac or Windows) is set up to properly use their work Gmail to handle "mailto" links. We can include the tutorial on how to do so directly in the procedure. If you want to do that, just reach out and I'll be happy to assist.

To send the automated notification:

Push the button below to send the following email

If the "mailto" link doesn't automatically and properly run your email software on your computer, please reach out to Niko by Slack for additional support.

Stop the timer in Monday.com

Time management is an essential part of being an effective and efficient business that delivers great value to our customers, awesome benefits to our team and our partners. Make sure to track your time so we can support you with continuous improvement of our business processes.

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    Stop the task timer in Monday (optional)

Note: in the case of this procedure, tracking time in Monday is optional since this micro-task will most likely end up being included in the larger task of building a proposal.

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    Change your task column to "submitted" (not the QA status column, the task column) (optional in this case)

When you're all done with the whole procedure here in Process Street and ready to move on here, make sure to click the "complete list" green button on the right-hand side, at the top.

If you don't currently see the left bar menu, you may have to click "Show Menu".

Congrats! And keep up the good work!

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