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The cold calling framework that still works!
Most people don’t make a purchase the first time they see an offer. In fact, marketing experts say that it takes at least six touches before a prospect seriously considers doing business with you. If you’re in sales, marketing, or running your own business, you can’t afford to reach out once and hope for the best—you need a strategic approach to stay top-of-mind.
In this post, we’ll break down the 6-Touch Framework, why it works, and how you can use it to cold market to a demographically filtered list—a list where you already have valuable information like name, phone number, email, age, credit rating, homeownership status, and physical location.
Each touch serves a psychological purpose, guiding your prospects from awareness to action. Here’s how to do it.
Touch #1: Initial Awareness (Disrupt Their Pattern)
Objective: Get their attention with something different and relevant.
Psychological Principle: Selective Attention Bias—People filter out most marketing messages, but unique, unexpected, or highly relevant messages break through the mental noise.
How to Execute:
Text Message: “Hey [First Name], if I could show you a way to [solve pain point] in just a few minutes, would you be open to it?”
Email: “You might not know me yet, but I’ve helped [#] people in [City] save [$] on [Service]. Want to see if it works for you?”
Direct Mail: A visually striking postcard or letter with a QR code for instant engagement.
Touch #2: Credibility (Build Trust & Social Proof)
Objective: Show them why they should trust you.
Psychological Principle: Social Proof—People trust others’ experiences more than company claims.
How to Execute:
Follow-up Email: “Don’t take my word for it—see how [Customer Name] went from [Pain Point] to [Result] in just [Timeframe].”
Video Testimonial: A client sharing a real success story.
Retargeting Ads: Show testimonials and reviews when prospects browse online.
Touch #3: Engagement (Get Them to Respond or Interact)
Objective: Encourage a small, easy commitment to increase their investment.
Psychological Principle: Commitment & Consistency—Once someone engages, they’re more likely to follow through.
How to Execute:
Text: “Hey [First Name], I’d love to send you a quick, no-pressure quote. Just reply ‘YES’ and I’ll get that right over.”
Survey: “Take this quick 3-question quiz to see if [Product/Service] is right for you.”
Touch #4: Authority (Position Yourself as the Expert)
Objective: Establish yourself as a credible expert in your field.
Psychological Principle: Authority Bias—People trust those they perceive as experts.
How to Execute:
Email: “We just released our latest report on [Industry Trend]—get your free copy here.”
Webinar Invite: “Join me for a live Q&A where I’ll reveal how to [achieve desired result] faster and easier.”
Touch #5: Urgency (Give Them a Reason to Act Now)
Objective: Push them toward a decision by creating scarcity or a deadline.
Psychological Principle: Loss Aversion—People are more motivated by avoiding loss than by gaining something new.
How to Execute:
Text: “Hey [First Name], the [special deal] you showed interest in is closing in 24 hours. Reply ‘YES’ to claim it before it’s gone!”
Email: “Final Reminder: Your exclusive savings on [Service] expires at midnight!”
Touch #6: Personal Connection (Close the Sale & Humanize the Experience)
Objective: Convert the lead into a customer with a personal touch.
Psychological Principle: Reciprocity—When you offer something of value, people feel compelled to return the favor.
How to Execute:
Phone Call: “Hey [First Name], I wanted to personally check in and answer any last-minute questions. What’s holding you back from moving forward today?”
Exclusive Offer: “For those who book today, I’m throwing in [Bonus]. Let’s lock this in while we can.”
By using this 6-Touch Framework, you’re guiding your prospects step-by-step through a natural decision-making process. Each touch is backed by a proven psychological principle, increasing the chances of conversion.
Too many marketers give up after the first or second attempt. But if you implement all six touches, you’ll be top-of-mind when your prospect is ready to buy.
Want to see this framework in action? Tune in to Episode 629 of the TerryWilson3.com Podcast where we break it down even further!
629 – The 6-Touch Framework: How to Cold Market to a Demographically Filtered List
February 17, 2025
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628 – Cue up the QR Codes: 60 Creative Ways They Can Save Time and Money!
February 13, 2025
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Never Miss a Call Again: How 24/7 Answering Services Can Transform Your Business
January 8, 2025
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623 – Gifts and more! A funny and heartfelt conversation with Reagan and River
December 23, 2024
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