This is the cold email plan we'd run for a TV advertising agency that serves one industry. The best prospects already advertise heavily somewhere else. TV and streaming are the next step for an advertiser who has outgrown search and social.
Your market is every advertiser in your industry big enough to fund TV or streaming. That means firms and dealers and brands already spending heavily on search and social. They have a proven offer and they want more reach.
These are the signals worth looking for.
iSpot.tv shows the national TV ads a brand runs. For local advertisers look at their YouTube channel. Firms often upload their commercials there.
The upload date on their YouTube channel shows how long the same spot has been running. An ad from years ago is due for a refresh.
Google Ads Transparency Center and Meta Ad Library show how much they advertise online. A big online advertiser with no TV presence is the natural next customer.
New offices or new dealerships or new locations. A new market needs people to know the name quickly.
Check the firms they compete with. A rival on TV in their city gets into the buyer's head before the search even happens.
Lead with their current spot and when it went up.
Lead with their online ad count and the reach streaming adds.
Lead with the new city.
Lead with streaming as a way to reach the households that stopped watching cable.
Personal injury firms and dealer groups buy media very differently. Keep them in separate campaigns.
A 30 second script written for their firm with their offer and their call to action. Add a rough storyboard.
It works because they can hear the ad in their head. The next step is producing and placing it and that is your work.
What it would take to reach the households in their city on streaming at two budget levels. Use the rates you actually buy at.
It works because it turns a vague idea into a number they can put in a budget.
Take their existing TV commercial and cut a shorter streaming version free. They get a ready asset without paying for a new shoot.
It works because they can run it right away and see streaming results without a big production bill. The media buying is the retainer.
Deliver the cut within a week.
Hi {{first_name}},
Watched the {{company}} commercial on YouTube. It went up in {{upload_year}}.
We buy TV and streaming for {{industry}} only. Wrote a fresh 30 second script to show what a new spot could say.
Want it?
{{sender_first_name}}
Hi {{first_name}},
{{company}} runs {{ad_count}} ads across Google and Meta. None on TV or streaming.
Streaming lets you target by zip code and household. It works a lot like the digital ads you already run.
Want the numbers for your city?
{{sender_first_name}}
Hi {{first_name}},
We plan and buy TV and streaming ads for {{industry}} and nothing else.
{{proof_line}}
Worth a conversation?
{{sender_first_name}}
Swap {{proof_line}} for one real result of your own. What happened to a client's calls while their spot ran. If there is no result yet then leave the line out.
At law firms the managing partner signs off on media. At dealer groups it is the marketing director or the owner. At brands it is the head of marketing.
Results depend on the offer and the list. Three outbound agencies that publish their own numbers land between one booked meeting per 1,000 people contacted and one per 2,000. One of them also tested 650,000 cold emails with a plain offer and got about 3 to 6 interested replies per 10,000 people.
Those are other people's numbers and not a promise about your market. Your market's number only comes from testing it.
We build and run this campaign for one agency per industry.
Thirty minutes on your market and how we'd reach it.