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.
At smaller manufacturers the owner or the head of sales decides. At bigger companies it is the marketing manager or product marketing.
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.
Read it to them on a 15 minute call. They'll correct the product details and point to what buyers ask most and the call ends with a shoot to plan.
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.
Go through it on a call because the order depends on what sales needs most this quarter. The first video on the list becomes the first project.
Offer to cut one short video 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 and the new shoot is the paid work.
It starts with a 20 minute call to see what footage exists and agree what the video is for. Turn it around within seven days of getting the files.
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 the product page you looked at and offer the script.
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.
A product video we made for a client now goes out with every quote and cut its demo calls from an hour to 30 minutes.
Want me to read it to you?
{{sender_first_name}}
Lead with the show and the date. Offer the free cut from their footage.
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 cut one free from footage you already have.
The loop we cut for a client last season brought 60 more badge scans than the show before.
Want me to?
{{sender_first_name}}
Lead with the product and the videos a buyer would want to see. Offer the video map.
Hi {{first_name}},
Saw {{company}} launched {{product}} in {{launch_month}}. Buyers will want to see it working before they call.
Mapped the five videos I'd make for the launch and where each one would live.
The launch videos we made for a client last year were watched by 3 out of 4 buyers before their first sales call.
Want me to walk you through the map?
{{sender_first_name}}
Lead with the date of their last upload and ask for a call directly.
Hi {{first_name}},
The last video on {{company}}'s YouTube channel went up in {{last_upload_month}}.
We make product and customer videos for {{industry}} companies. A client that restarted its channel with us had videos in the top results for three of its main products within a quarter.
Worth 15 minutes to see what we'd film first?
{{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 and correct it.
Hi {{first_name}},
Happy to. Scripts land better read aloud and you'll catch any product detail I got wrong. Fifteen minutes is enough to read it and talk through the shoot.
Does Tuesday at 10am or Wednesday at 2pm work?
{{sender_first_name}}
They want the free cut. The call finds the footage and agrees what the video is for.
Hi {{first_name}},
Great. I need 20 minutes with you to see what footage you have and agree what the loop should say. It's ready within seven days of getting the files.
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 first three videos I'd make for {{company}} and what each one costs to shoot. You'll leave with a plan for the channel even if you film in house.
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.