The secret to writing $200k+ EDMs

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We’ve been having a lot of success writing some great B2B sales emails (EDMs) lately.

It’s an amazing experience, to sit here and see these emails take off. The past three campaigns we’ve built have delivered inbound enquiry lead value of $268,800, $192,500 and $415,480. Not bad for a few emails!

The results from a great EDM should explode into your inbox. And when you get problem/solution/offer/information right, that’s what happens. This was what my inbox looked like earlier this week after we’d just sent one of these campaigns:

Screen Shot 2015-08-31 at 3.43.25 pm

Through this work, we’ve spent a lot of time looking at what makes a specific email perform well.

Based on our experience and data, there’s really only one secret in getting EDMs to perform and drive sales. The key is that you must tap into a conversation that’s already going on inside your buyer’s head. 

If the buyer is already having a conversation in their head about the problem that you solve, it’s easy to join that conversation by way of email.

As most sales people will tell you, it’s very hard to convince someone that they have a problem if they haven’t already realised it. This is magnified in email sales – because you have less time, with less investment from the potential buyer.

If you’re not sure about the conversations that are happening inside your prospect’s heads, we can help you. Or you can get started yourself with some quick phone calls.

There’s some easy ways to understand the conversations that are going on in your client’s/prospect’s heads. The easiest is to talk to them and ask. Find ten clients who are most engaged with your current and set up a quick call.

Start this conversation with a series of hypothesis around what their problems are. Ask them about these problems from a number of perspectives. Then, importantly, shut up.

When the person on the other side of the table starts gushing forth about all the ways they’ve tried to solve a problem, and how much of a pain it is – you’ve found a painpoint that’s strong enough for an email campaign.

If you tap into a conversation already going on in the client’s head – you can get just about everything else wrong and still run a great campaign. Nothing matters as much as getting this right.

Content audit

What we deliver at Thought Leadership Partners

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Milk carrier Frederick (Fred) Jones delivers full milk cans at Drouin's co-operative milk factory, Drouin, Victoria

At Thought Leadership Partners, we manage content marketing for a number of leading HR-focused businesses.

Practically, this means we can help you with ghost-writing blogs, managing social media, sending newsletters and shooting video interviews.

Here’s a quick overview on four of our most popular content marketing offers right now:


Based on your expertise and interests, we ghost-write weekly blogposts that sit in a blog section on your site. We recommend that you offer your website visitors a mix of data-driven articles and opinion-based thought leadership articles.

Social media

We take care of your Twitter and LinkedIn accounts, so your business stays active online constantly. We engage with potential customers and other industry professionals, share news and regularly promote your content (blog, website, videos).


Every week we’ll find up to 8 credible online articles – which support your positioning. Then we ghost-write a summary for each article (including your expert opinion and a link to the original) and package them into an interesting, useful email.


You can only meet so many prospectives face-to-face. The next best thing? Video. You may want to film regular ‘how to’ videos, or interview other thought leaders in the space. We provide the equipment, direction and post-production.

For more information

If you’d like more information (including pricing), head over to our content services page.  We’d love to hear from you!

#CultureCode – The defining HR trend of 2016?

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#CultureCode – The defining HR trend of 2016?

I’m going to go on record and say that I think the #culturecode will be the defining HR trend of 2016.

This is a big disruptive movement in HR that’s intersecting marketing and management.

The movement was really started in 2009, with the release of the Netflix culture code document. The Netflix #culturecode document was publicly released by the CEO in 2009 – largely to boost recruiting efforts. It’s been a viral phenomenon, being viewed over 11m times since.

The #culturecode pheonomenon has really only hit full steam over the past year. T-mobile, IHG and Dell are major US companies to recently jump onto the #culturecode trend.

For a quick understanding of why we’re saying this will be a key trend for 2016, have a look at this chart, of #culturecode uploads to Slideshare:

Culturecode growth

From a slow start, we’re seeing an exponential uptick – supported by some of the biggest names in US business (as well as some early starters in Australia).

Based on this data, we think that the competitive pressure across the ASX200 is 18-24 months away. We’ve seen the early adopters in the Australian tech sector release culture documents recently – so we don’t think we’re that far away from seeing major Australian corporates really kicking off the trend.