This is the cold email plan we'd run for a video production agency that serves one industry. Product pages and trade show exhibitor lists show who needs a video and by when.
Your market is every company in your industry with a product that is easier to show than to describe. Machines and devices and software all make more sense moving than in a paragraph.
These are the signals worth looking for.
Walk through their product pages. A company selling complex equipment with only photos and text is asking buyers to imagine how it works.
The date of their last upload tells you when video fell off the list.
Videos from years ago with old branding or old products still sit on their site.
Map Your Show and 10times list exhibitors. A company exhibiting next month needs a video for the booth screen and often doesn't have a new one.
Press releases and their news page announce launches. A new product with no video is a gap they'll feel on the first sales call.
A job post for a videographer or a content creator means they want video and are trying to build it in house.
Lead with the product page you looked at.
Lead with the show and the date.
Lead with the product and the video a buyer would want to see.
Lead with the date of their last upload.
A machine demo and a software walkthrough are shot very differently. Keep the campaigns apart so the examples fit.
A 60 second script for their best product written from their own product page. Scene by scene with what the viewer sees and hears.
It works because they can read it and picture the video. The next step is shooting it.
The five videos their site and sales team need and where each one would live. The homepage and the product pages and the sales emails and the booth and the careers page.
It works because it turns "we should do more video" into a list with an order to it.
Offer to cut one short video for them free from footage they already have. Trade show clips or an old shoot or a recorded webinar all work. You pick the best moments and add captions and their branding.
It works because footage they already paid for becomes something they can post this week. It also shows what the footage is missing. The new shoot is the paid work.
Turn it around within seven days of getting the footage.
Hi {{first_name}},
Went through the {{product}} page on {{company}}'s site. There isn't a video showing how it works.
We make videos for {{industry}} companies only. Wrote a 60 second script for it from your product page.
Want to see it?
{{sender_first_name}}
Hi {{first_name}},
Saw {{company}} is exhibiting at {{trade_show}} in {{show_month}}.
A short loop on the booth screen gives people walking past a reason to stop. Happy to make one for you free from footage you already have.
Want me to?
{{sender_first_name}}
Hi {{first_name}},
We make product and customer videos for {{industry}} companies.
{{proof_line}}
Worth a look?
{{sender_first_name}}
Swap {{proof_line}} for one real result of your own. A video a client's sales team uses on each call. If there is no result yet then leave the line out.
At smaller manufacturers the owner or the head of sales decides. At bigger companies it is the marketing manager or product 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.