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.
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.
A 30 second script written for their business with their offer and their call to action and a rough storyboard.
It works because they can hear the ad in their head.
Read it to them on a 15 minute call. A script lands differently read aloud and their reactions show what the final spot needs. Producing and placing it is your work.
What it would take to reach the households in their market 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.
Go through it on a call because the right budget depends on how many new clients they can take each month and only they know that.
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.
It starts with a 20 minute call to get the original files and agree the length and the offer on screen. Deliver the cut within a week of that call.
Each segment gets its own email because a specific email gets more replies than a general one. Split each segment by sub-industry too so the examples in the email fit the reader.
Keep each email under 100 words with one reason for writing and one line of proof and one offer and one question. The proof lines are examples of the kind of result to use. Swap in real results of your own before anything goes out.
Lead with their current spot and when it went up. Offer the spec script.
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.
A refreshed spot we made for a client last year brought in 40 more calls a month on the same media budget.
Want me to read it to you?
{{sender_first_name}}
They spend heavily online and skip TV. Lead with their online ad count and offer the reach sheet.
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.
A client that added streaming last spring saw searches for its own name rise by a third within two months.
Want the numbers for your market?
{{sender_first_name}}
Lead with the new city and ask for a call directly.
Hi {{first_name}},
Saw {{company}} is expanding into {{new_city}}. Nobody there knows the name yet.
We plan and buy TV and streaming for {{industry}} and nothing else. A client entering a new market with us had 60 calls from that city in its first month on air.
Worth 15 minutes to plan the launch?
{{sender_first_name}}
Lead with streaming as a way to reach the households that stopped watching cable. Offer the free streaming cut.
Hi {{first_name}},
Your commercial runs on {{tv_station}}. The households that stopped watching cable never see it.
Happy to cut a streaming version of your current spot free so you can test it without a new shoot.
A client that tested this way moved a quarter of its TV budget to streaming within three months because the calls held up.
Interested?
{{sender_first_name}}
Send two follow ups in the same thread three to five days apart.
Each reply should end in a booked meeting that actually happens. The lead magnet and the offer get delivered on that call and never go out as a file to read later.
The replies below cover the three ways people say yes.
They asked for the script. The call is where they hear it read aloud and react to it.
Hi {{first_name}},
Happy to. Scripts land better read aloud and your reactions tell me what the final spot needs. Fifteen minutes is enough to read it and talk through the offer.
Does Tuesday at 10am or Wednesday at 2pm work?
{{sender_first_name}}
They want the free streaming cut. The call gets the files and the details.
Hi {{first_name}},
Great. I need 20 minutes with you to get the original files and agree the length and the offer on screen. The cut comes back within a week of that call.
Does Thursday at 11am or Friday at 3pm work?
{{sender_first_name}}
They said yes to a call. Tell them what they'll leave with so they show up.
Hi {{first_name}},
Perfect. I'll bring the stations and streaming options in {{new_city}} and a starting budget. You'll leave knowing what it costs to get the name known there.
Does Monday at 1pm or Tuesday at 9am work?
{{sender_first_name}}
Results aren't guaranteed and nobody honest can promise a number before the first emails go out. A few things decide how a campaign does.
The first few weeks show how the market responds. The list and the copy and the offer get sharper from there.
We build and run this campaign for one agency per industry.
This page is a starting point and a strategy we'd happily test ourselves. Working together gives us more context on your agency. That context lets us add better strategies and build better lists and offers and automations for you.
Thirty minutes on your market and how we'd reach it.