CINXE.COM
Discovery vs. Persuasion
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0px 0px 0px;--alpha-brd:1;--boxShadowToggleOn-shd:none;--bg-scrl:var(--color_42);--brwt-scrl:0px;--brd-scrl:var(--color_15);--brwb-scrl:0px;--shd-scrl:none;--alpha-bg-scrl:1;--alpha-brd-scrl:1;--boxShadowToggleOn-shd-scrl:none;--alpha-bg:0;--backdrop-filter:none;}#SITE_HEADER{left:0;margin-left:0;width:100%;min-width:0;}[data-mesh-id=SITE_HEADERinlineContent]{height:auto;width:100%;}[data-mesh-id=SITE_HEADERinlineContent-gridContainer]{position:static;display:grid;height:auto;width:100%;min-height:auto;grid-template-rows:1fr;grid-template-columns:100%;}[data-mesh-id=SITE_HEADERinlineContent-gridContainer] > [id="comp-lpqpccg4"]{position:relative;margin:11px 0px 12px calc((100% - 980px) * 0.5);left:0px;grid-area:1 / 1 / 2 / 2;justify-self:start;align-self:start;}#SITE_HEADER{--bg-overlay-color:rgb(var(--color_42));--bg-gradient:none;position:sticky !important;top:var(--wix-ads-height);}#comp-lpqpccg4{margin-left:auto;margin-right:auto;width:calc(100% - 40px - 40px);min-width:980px;}[data-mesh-id=comp-lpqpcci8inlineContent]{height:auto;width:100%;}[data-mesh-id=comp-lpqpcci8inlineContent-gridContainer]{position:static;display:grid;height:auto;width:100%;min-height:auto;grid-template-rows:1fr;grid-template-columns:100%;}[data-mesh-id=comp-lpqpcci8inlineContent-gridContainer] > [id="comp-lyxscc16"]{position:relative;margin:33px 0px 33px calc((100% - 196px) * 0);left:9px;grid-area:1 / 1 / 2 / 2;justify-self:start;align-self:start;}[data-mesh-id=comp-lpqpdvveinlineContent]{height:auto;width:100%;}[data-mesh-id=comp-lpqpdvveinlineContent-gridContainer]{position:static;display:grid;height:auto;width:100%;min-height:auto;grid-template-rows:1fr;grid-template-columns:100%;}[data-mesh-id=comp-lpqpdvveinlineContent-gridContainer] > [id="comp-lpqpl1g2"]{position:relative;margin:24px 0px 23px calc((100% - 784px) * 1);left:-43px;grid-area:1 / 1 / 2 / 2;justify-self:start;align-self:start;}[data-mesh-id=comp-lpqpdvveinlineContent-gridContainer] > [id="comp-lyxcl6do"]{position:relative;margin:26px 0px 26px calc((100% - 784px) * 1);left:370px;grid-area:1 / 1 / 2 / 2;justify-self:start;align-self:start;}[data-mesh-id=comp-lpqpdvveinlineContent-gridContainer] > [id="comp-m2tc5yu9"]{position:relative;margin:25px 0px 25px calc((100% - 784px) * 1);left:574px;grid-area:1 / 1 / 2 / 2;justify-self:start;align-self:start;}#comp-lpqpccg4{--bg-overlay-color:transparent;--bg-gradient:none;--padding:0px;--margin:0px;min-width:980px;--firstChildMarginTop:-1px;--lastChildMarginBottom:-1px;--items-direction:row;}#comp-lpqpcci8{width:196px;}#comp-lpqpcci8{--bg-overlay-color:transparent;--bg-gradient:none;width:100%;--column-width:196px;--column-flex:196;}#comp-lyxscc16{width:187px;height:26px;}#comp-lyxscc16{--opacity:1;}#comp-lpqpdvve{width:784px;}#comp-lpqpdvve{--bg-overlay-color:transparent;--bg-gradient:none;width:100%;--column-width:784px;--column-flex:784;}/* END STYLABLE DIRECTIVE RULES */ #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__columnsLayout .submenu815198092__heading {padding-left: 10px;padding-right: 10px;padding-top: 10px;padding-bottom: 10px;} /* START STYLABLE DIRECTIVE RULES */ #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__columnsLayout .submenu815198092__heading .itemDepth12472627565__label {font-size: 16px;letter-spacing: 0.05em;color: #1D67CD;} #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__columnsLayout .submenu815198092__heading.itemDepth12472627565--isCurrentPage .itemDepth12472627565__label {text-decoration-line: underline;} #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__columnsLayout .submenu815198092__heading.itemDepth12472627565--isHovered .itemDepth12472627565__label {text-decoration-line: underline;} #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__columnsLayout::listItem {margin-left: 4px;margin-right: 4px;} #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__columnsLayout .submenu815198092__listWrapper{--style-m2xwzhof-width:80;column-count:3;--style-m2xwzhof-columnsAmount:3;width: 100% } #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__columnsLayout .submenu815198092__menuItem{border-radius:0;border:0 solid #ccc;padding: 10px;background: rgba(255, 255, 255, 0);margin-bottom: 8px;padding-left: 10px;padding-right: 10px;padding-top: 10px;padding-bottom: 10px } #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__columnsLayout .submenu815198092__menuItem.itemDepth12472627565--isCurrentPage{ background: rgba(40, 38, 38, 0) } #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__columnsLayout .submenu815198092__menuItem.itemDepth12472627565--isHovered{ background: rgba(237, 78, 46, 0) } #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__columnsLayout .submenu815198092__pageStretchWrapper {width: 100%;} #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__columnsLayout .submenu815198092__pageWrapper{justify-content: space-between;margin-left: -4px;margin-right: -4px;width: calc(100% + 8px);margin-bottom: -8px } #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__columnsLayout .submenu815198092__menuItem .itemDepth12472627565__container{justify-content: flex-start } #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__columnsLayout .submenu815198092__menuItem .itemDepth12472627565__label{font-style:normal;color:#000;font-weight: 400;text-transform: none;letter-spacing: 0.05em;font-size: 16px;font-family: wfont_4d8dab_3c66b133464c48e5a75a4e3c73d067e7,wf_3c66b133464c48e5a75a4e3c7,orig_inter_regular } #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__columnsLayout .submenu815198092__menuItem.itemDepth12472627565--isCurrentPage .itemDepth12472627565__label{text-transform: none;text-decoration-line: underline;color: #ED4E2E } #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__columnsLayout .submenu815198092__menuItem.itemDepth12472627565--isHovered .itemDepth12472627565__label {color: #ED4E2E;text-decoration-line: none;} #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__columnsLayout{padding-bottom:20px;border:0 solid #0F0F0F;border-top:0 solid #0F0F0F;--style-m2xwzhof-horizontalSpacing: 8;--style-m2xwzhof-flyoutAlignment: left;border-bottom: 0px solid #0F0F0F;padding: 10px;margin-top: 0px;padding-top: 15px;background: #EFEFEF;border-radius: 4px } #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__menu{direction:ltr;width:calc(100% + 8px);margin-left:-4px;margin-right:-4px;flex-grow:1;justify-content: flex-start;height: calc(100% + 8px);margin-top: -4px;margin-bottom: -4px } #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__menuItem .itemDepth02233374943__container{justify-content:center } #comp-lpqpl1g2 .style-m2xwzhof__root{-st-extends:StylableHorizontalMenu;padding:0;border:0 solid #ccc;border-radius:0;padding-right:0;padding-left:0;background: rgba(239, 239, 239, 0) } #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__menuItem{padding:8px;margin-left:4px;margin-right:4px;border:0 solid #ccc;border-radius:0;padding-top: 10px;padding-left: 10px;padding-right: 10px;padding-bottom: 10px;background: rgba(247, 247, 247, 0);margin-top: 4px;margin-bottom: 4px /*3px 3px 2px currentcolor*/ } #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__menuItem.itemDepth02233374943--isCurrentPage { background: rgba(40, 38, 38, 0); } #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__menuItem.itemDepth02233374943--isHovered{background:rgba(255, 255, 255, 0);border:0 solid #ccc;border-radius:0;} #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__positionBox {margin-left: 20px;margin-right: 20px;} #comp-lpqpl1g2 .style-m2xwzhof__root::rightAlignmentScrollItem {--style-m2xwzhof-flexGrow: 1;} #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__scrollButton{background:#EFEFEF;border:0 solid #1a2df3;border-radius:0;padding: 10px;padding-top: 0px;padding-bottom: 0px;box-shadow: -5.66px 5.66px 15px 3px rgba(0, 0, 0, 0.05) } #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__scrollButton:hover{border-radius:0;border:0 solid #EFEFEF;background:#EFEFEF;box-shadow: -5.66px 5.66px 15px 3px rgba(0, 0, 0, 0.06);} #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__menuItem .itemDepth02233374943__label{font-weight:400;font-style:normal;color:#000;text-transform: none;letter-spacing: 0.05em;font-family: wfont_4d8dab_3c66b133464c48e5a75a4e3c73d067e7,wf_3c66b133464c48e5a75a4e3c7,orig_inter_regular;font-size: 16px } #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__menuItem.itemDepth02233374943--isCurrentPage .itemDepth02233374943__label { text-decoration-line: underline; color: #ED4E2E;} #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__menuItem.itemDepth02233374943--isHovered .itemDepth02233374943__label {text-decoration-line: underline;color: #ED4E2E;} #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__scrollButton .ScrollButton2305195801__icon{width:20px;height:20px;fill:#000 } #comp-lpqpl1g2 .style-m2xwzhof__root .StylableHorizontalMenu3372578893__scrollButton:hover .ScrollButton2305195801__icon{fill: #E33292 }#comp-lpqpl1g2{width:392px;height:45px;}#comp-lpqpl1g2{--is-animated:1;--position-box-z-index:47;--menu-flex-wrap:nowrap;--subsubmenu-box-display:none;--subsubmenu-box-position:absolute;--white-space:nowrap;--label-word-wrap:normal;--focus-ring:inset 0 0 0 1px#116dff, inset 0 0 0 3px#ffffff;}#comp-lyxcl6do{--rd:3px 3px 3px 3px;--trans1:border-color 0.4s ease 0s, background-color 0.4s ease 0s;--shd:none;--fnt:normal normal normal 16px/1.1em wfont_4d8dab_3c66b133464c48e5a75a4e3c73d067e7,wf_3c66b133464c48e5a75a4e3c7,orig_inter_regular;--trans2:color 0.4s ease 0s;--txt:var(--color_43);--brw:0px;--bg:var(--color_44);--brd:var(--color_37);--bgh:var(--color_41);--brdh:74,63,55;--txth:255,255,255;--bgd:204,204,204;--alpha-bgd:1;--brdd:204,204,204;--alpha-brdd:1;--txtd:255,255,255;--alpha-txtd:1;--alpha-txth:1;--alpha-brdh:0;--alpha-brd:1;--alpha-bg:1;--alpha-bgh:1;--boxShadowToggleOn-shd:none;--alpha-txt:1;}#comp-lyxcl6do{width:187px;height:40px;}#comp-lyxcl6do{--shc-mutated-brightness:20,19,19;--margin-start:0px;--margin-end:0px;--fnt:normal normal normal 16px/1.1em wfont_4d8dab_3c66b133464c48e5a75a4e3c73d067e7,wf_3c66b133464c48e5a75a4e3c7,orig_inter_regular;--label-align:center;--label-text-align:center;}/* END STYLABLE DIRECTIVE RULES */ #comp-m2tc5yu9 .style-m3q63d2p__root{ -st-extends: StylableButton; transition: all 0.2s ease, visibility 0s; border-radius: 4px; border: 2px solid #282626; background: rgba(239, 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Persuasion</span></span></h1></div></div></div></div><div class="nLG8d5" data-hook="post-description"><article class="blog-post-page-font"><div class="post-content__body stSKMK"><div class="moHCnT"><div class="moHCnT"><div style="--rce-text-color:rgb(15, 15, 15);--rce-opaque-background-color:rgb(255, 255, 255);--rce-divider-color:rgba(15, 15, 15, 0.2);--rce-active-divider-color:rgba(15, 15, 15, 0.5);--rce-highlighted-color:rgb(40, 38, 38);--rce-link-hashtag-color:rgb(239, 239, 239);--rce-mobile-font-size:16px;--rce-header-two-font-size:30px;--rce-header-three-font-size:24px;--rce-header-four-font-size:22px;--rce-header-five-font-size:20px;--rce-header-six-font-size:18px;--rce-mobile-header-two-font-size:24px;--rce-mobile-header-three-font-size:20px;--rce-mobile-header-four-font-size:20px;--rce-mobile-header-five-font-size:20px;--rce-mobile-header-six-font-size:20px;--rce-mobile-quotes-font-size:20px" class="fTEXDR" data-rce-version="10.105.3"><div class="aem70" dir="ltr" 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data-id="content-viewer"><div class="daUSD"><div type="first" data-hook="rcv-block-first"></div><div class="lo-do"><div data-breakout="normal"><div class="gm5ci" id="viewer-vk00b9968"><a class="yq4zJ _53iv9" style="width:min(100%, 1920px)" target="_self"><figure role="button" data-hook="imageViewer" tabindex="0" class="_8jXxT" aria-haspopup="true"><div style="--dim-height:1078;--dim-width:1920" id="vk00b9968" class="_3EYSQ _1b9c4 J5XSD"><wow-image id="e10b4c_4c22c6702de34ffa90fbf9baced6cadb~mv2.png" class="undefined _8-nkH" data-image-info="{"containerId":"vk00b9968","displayMode":"fill","isLQIP":true,"isSEOBot":false,"lqipTransition":"blur","imageData":{"width":1920,"height":1078,"uri":"e10b4c_4c22c6702de34ffa90fbf9baced6cadb~mv2.png","name":"","displayMode":"fill"}}" data-bg-effect-name="" data-has-ssr-src="true" data-animate-blur=""><img src="https://static.wixstatic.com/media/e10b4c_4c22c6702de34ffa90fbf9baced6cadb~mv2.png/v1/fill/w_49,h_28,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/e10b4c_4c22c6702de34ffa90fbf9baced6cadb~mv2.png" alt="" style="width:100%;height:100%;object-fit:cover;object-position:50% 50%;max-width:100%" data-pin-url="https://www.incendiumstrategies.com/post/discovery-vs-persuasion" data-pin-media="https://static.wixstatic.com/media/e10b4c_4c22c6702de34ffa90fbf9baced6cadb~mv2.png/v1/fill/w_1920,h_1078,al_c,q_95/e10b4c_4c22c6702de34ffa90fbf9baced6cadb~mv2.png"/></wow-image></div><div class="_3r1-q" role="button" tabindex="0"><svg viewBox="0 0 19 19" xmlns="http://www.w3.org/2000/svg" class="ZkEJy"><path d="M15.071 8.371V4.585l-4.355 4.356a.2.2 0 0 1-.283 0l-.374-.374a.2.2 0 0 1 0-.283l4.356-4.355h-3.786a.2.2 0 0 1-.2-.2V3.2c0-.11.09-.2.2-.2H16v5.371a.2.2 0 0 1-.2.2h-.529a.2.2 0 0 1-.2-.2zm-6.5 6.9v.529a.2.2 0 0 1-.2.2H3v-5.371c0-.11.09-.2.2-.2h.529c.11 0 .2.09.2.2v3.786l4.355-4.356a.2.2 0 0 1 .283 0l.374.374a.2.2 0 0 1 0 .283L4.585 15.07h3.786c.11 0 .2.09.2.2z" fill="#000" fill-rule="nonzero"></path></svg></div></figure></a></div></div><div type="image" data-hook="rcv-block1"></div><div data-breakout="normal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-56d7v9930"><span class="cluSW"><span>One of the reasons that sales teams try to specialize as much as possible (SDRs vs. AEs vs. customer success, etc.) is that, despite the fact that they all fall into the broad bucket of “sales,” the activities at the top of the funnel are quite different from those in the middle and at the bottom of the funnel. It is very rare that someone who possesses the skill set to get prospects to the meeting also has the same skill set to get them to buy or continue being customers. This is one reason that the best SDRs do not always make the best AEs and why the best AEs almost never make the best managers.</span></span></p></div><div type="paragraph" data-hook="rcv-block2"></div><div data-breakout="normal"><div class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-n4dlu8322"><span class="cluSW"><br role="presentation"/></span></div></div><div type="empty-line" data-hook="rcv-block3"></div><div data-breakout="normal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-4fat08357"><span class="cluSW"><span>A way to think about this issue is to organize the world into three very broad categories:</span></span></p></div><div type="paragraph" data-hook="rcv-block4"></div><div data-breakout="normal"><ol class="FI3Pv D4VE2"><li dir="auto" aria-level="1" class="omQtW" style="margin-inline-start:1.5em;list-style-type:decimal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="" id="viewer-o77ze8283"><span class="cluSW"><strong style="font-weight:700"><span>“Fans” - People who will always buy</span></strong><span> your product or service regardless of the sales process</span></span></p></li><li dir="auto" aria-level="1" class="omQtW" style="margin-inline-start:1.5em;list-style-type:decimal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="" id="viewer-x1jg78287"><span class="cluSW"><strong style="font-weight:700"><span>“Detractors” - People who will never buy</span></strong><span> your product or service regardless of the sales process</span></span></p></li><li dir="auto" aria-level="1" class="omQtW" style="margin-inline-start:1.5em;list-style-type:decimal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="" id="viewer-xrsi28291"><span class="cluSW"><strong style="font-weight:700"><span>“Evaluators” - People who could be persuaded to buy</span></strong><span> your product or service depending on the sales process</span></span></p></li></ol></div><div type="ordered_list" data-hook="rcv-block5"></div><div data-breakout="normal"><div class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-feyv48294"><span class="cluSW"><br role="presentation"/></span></div></div><div type="empty-line" data-hook="rcv-block6"></div><div data-breakout="normal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-ahz8c8471"><span class="cluSW"><span>At different stages of the funnel, interactions are primarily with one group or another, and the skill sets necessary to succeed with each group are vastly different.</span></span></p></div><div type="paragraph" data-hook="rcv-block7"></div><div data-breakout="normal"><div class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-pjwzv8400"><span class="cluSW"><br role="presentation"/></span></div></div><div type="empty-line" data-hook="rcv-block8"></div><div data-breakout="normal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-wvhqp8436"><span class="cluSW"><span>Of the groups above, the second group (we call them Detractors) is almost always the biggest, which is why sales is hard. Some of you will be fortunate enough to work for companies with a comparative large set of prospects in the first group (Fans), but for a B2B startup, there are basically always more Detractors than Fans.</span></span></p></div><div type="paragraph" data-hook="rcv-block9"></div><div data-breakout="normal"><div class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-tl9wp8509"><span class="cluSW"><br role="presentation"/></span></div></div><div type="empty-line" data-hook="rcv-block10"></div><div data-breakout="normal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-ifedc8546"><span class="cluSW"><span>Most CEOs, product people, etc. tend to think of sales as dealing with the third group of prospects (Evaluators). As a society, we possess a collective image of an old school used car salesman (probably overweight, probably with a mustache) chomping on a cigar and doing whatever he can to make a deal. The image persists even as technology changes the world (including the world of sales) more and more quickly with each passing year. </span></span></p></div><div type="paragraph" data-hook="rcv-block11"></div><div data-breakout="normal"><div class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-rnx078828"><span class="cluSW"><br role="presentation"/></span></div></div><div type="empty-line" data-hook="rcv-block12"></div><div data-breakout="normal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-0zya08864"><span class="cluSW"><span>It is true that, even today, there are people who are extremely good at dealing with Evaluators. These are the “natural salespeople” of the world (including our used car salesman above). But the secret to good cold outbound sales--particularly for companies that have not yet achieved product-market fit or </span><a target="_blank" href="https://en.wikipedia.org/wiki/Crossing_the_Chasm" rel="noopener" class="IMX5w ra8vj" data-hook="WebLink"><span style="color:rgb(241, 85, 42) !important;background-color:rgba(0, 0, 0, 0);text-decoration:inherit"><span>crossed the chasm</span></span></a><span>--is that the job for early-stage B2B companies is much more about working hard to find Fans than working hard to persuade Evaluators.</span></span></p></div><div type="paragraph" data-hook="rcv-block13"></div><div data-breakout="normal"><div class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-honhk8903"><span class="cluSW"><br role="presentation"/></span></div></div><div type="empty-line" data-hook="rcv-block14"></div><div data-breakout="normal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-qvtxq8940"><span class="cluSW"><span>If you let that sink in for a moment, it’s actually a startling revelation. </span><strong style="font-weight:700"><em style="font-style:italic"><span>Sales: An exercise in discovery instead of persuasion. </span></em></strong><span>It has dramatic implications for how to use your early-stage company’s precious time. For example:</span></span></p></div><div type="paragraph" data-hook="rcv-block15"></div><div data-breakout="normal"><div class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-azji19120"><span class="cluSW"><br role="presentation"/></span></div></div><div type="empty-line" data-hook="rcv-block16"></div><div data-breakout="normal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-07afk9155"><span class="cluSW"><em style="font-style:italic"><span>What do you do when someone says no?</span></em></span></p></div><div type="paragraph" data-hook="rcv-block17"></div><div data-breakout="normal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-0xohm9327"><span class="cluSW"><span>Don’t be tenacious. Instead, walk away immediately and stop wasting time. </span></span></p></div><div type="paragraph" data-hook="rcv-block18"></div><div data-breakout="normal"><div class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-m0lad9017"><span class="cluSW"><br role="presentation"/></span></div></div><div type="empty-line" data-hook="rcv-block19"></div><div data-breakout="normal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-rgfjf9087"><span class="cluSW"><em style="font-style:italic"><span>How should you allocate the majority of your team’s time?</span></em></span></p></div><div type="paragraph" data-hook="rcv-block20"></div><div data-breakout="normal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-b7brm9364"><span class="cluSW"><span>Don’t wordsmith marketing copy. Instead, dig deep to uncover good leads.</span></span></p></div><div type="paragraph" data-hook="rcv-block21"></div><div data-breakout="normal"><div class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-c9vw89400"><span class="cluSW"><br role="presentation"/></span></div></div><div type="empty-line" data-hook="rcv-block22"></div><div data-breakout="normal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-sb1bb9435"><span class="cluSW"><em style="font-style:italic"><span>What techniques should you use to reach customers?</span></em></span></p></div><div type="paragraph" data-hook="rcv-block23"></div><div data-breakout="normal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-v180e9471"><span class="cluSW"><span>Don’t focus on those that persuade a small group of marginal customers. Instead, use those that scale well to find ideal customers.</span></span></p></div><div type="paragraph" data-hook="rcv-block24"></div><div data-breakout="normal"><div class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-bf8tj9507"><span class="cluSW"><br role="presentation"/></span></div></div><div type="empty-line" data-hook="rcv-block25"></div><div data-breakout="normal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-4r1nu9543"><span class="cluSW"><span>When we start to work with clients, they read “sales” in our backgrounds and assume that our cold email campaigns exist to persuade Evaluators to buy. This isn’t the case: </span><strong style="font-weight:700"><span>Cold outbound emails are not built to persuade Evaluators… they are built to </span></strong><strong style="font-weight:700"><em style="font-style:italic"><span>discover </span></em></strong><strong style="font-weight:700"><span>Fans.</span></strong><span> Email as a medium is weak in persuasion. It is two-dimensional, lacks flair, is difficult to personalize, and does not allow for any of the creative sales techniques that need to happen in a good pitch. But email is very, very good at scale. I am writing this newsletter post once and sending it to hundreds of you. While I do so, dozens of cold campaigns for clients are running in the background. With the understanding that discovery is the job of sales teams at early stage companies, this advantage becomes hugely valuable.</span></span></p></div><div type="paragraph" data-hook="rcv-block26"></div><div data-breakout="normal"><div class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-4doty9584"><span class="cluSW"><br role="presentation"/></span></div></div><div type="empty-line" data-hook="rcv-block27"></div><div data-breakout="normal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-opmve9621"><span class="cluSW"><span>A few weeks ago, one of my cold emails elicited an automated response that someone had set up, thinking they were clever. The response included sales advice like the following:</span></span></p></div><div type="paragraph" data-hook="rcv-block28"></div><div data-breakout="normal"><div class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-9h8gl9659"><span class="cluSW"><br role="presentation"/></span></div></div><div type="empty-line" data-hook="rcv-block29"></div><div data-breakout="normal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-pf5129696"><span class="cluSW"><em style="font-style:italic"><span>Rather than talking about “you” – you would be much more successful in your sales if you demonstrated you knew my business and can show me how I can get my bonus and sleep well at night.I don’t know who you are yet you are asking about my operations and yet not a single discussion that you understand my pain points or goals that I might be challenged with this year.</span></em></span></p></div><div type="paragraph" data-hook="rcv-block30"></div><div data-breakout="normal"><div class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-o8h849734"><span class="cluSW"><br role="presentation"/></span></div></div><div type="empty-line" data-hook="rcv-block31"></div><div data-breakout="normal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-wsacx9771"><span class="cluSW"><span>Unsurprisingly, this email recommended some run-of-the-mill sales books for me to read. It offered many generic pieces of sales advice that could be picked up in hundreds of seminars across the country every day.</span></span></p></div><div type="paragraph" data-hook="rcv-block32"></div><div data-breakout="normal"><div class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-km1i49809"><span class="cluSW"><br role="presentation"/></span></div></div><div type="empty-line" data-hook="rcv-block33"></div><div data-breakout="normal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-ghcwn9847"><span class="cluSW"><span>The email assumed that my cold outreach was trying to persuade an Evaluator (worth noting as well is the fact that this prospect was almost certainly a Detractor). I was instead reaching out to as many corners of the market as possible to find Fans wherever they may be hiding. With that as my goal, I should absolutely talk about the product I am pitching. I should spend almost no time identifying this prospect’s pain points because Fans raise their hands when prodded.This is why advice that you get about sales often does not apply to cold email: You need to be direct. Only once you get to the meeting can you listen, consult, and sell.</span></span></p></div><div type="paragraph" data-hook="rcv-block34"></div><div data-breakout="normal"><div class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-aa38i9886"><span class="cluSW"><br role="presentation"/></span></div></div><div type="empty-line" data-hook="rcv-block35"></div><div data-breakout="normal"><p class="wsU3o OlIbR D4VE2 BqjLQ" dir="auto" id="viewer-lheho9924"><span class="cluSW"><strong style="font-weight:700"><span>The key conclusion here, whether or not you consider yourself a salesperson, is to know where in the funnel you operate and to understand whether your job is to </span></strong><strong style="font-weight:700"><em style="font-style:italic"><span>discover or persuade</span></em></strong><strong style="font-weight:700"><span>. </span></strong><span>Then, optimize your efforts for the specific job you are doing, and stay lean! Have you spent an hour editing an email that is going to a group you’re not sure will even buy your product? Are you on your 15th follow up call to a prospect who was wishy-washy when you pitched her? Carefully consider the value of your time in relation to the key task of your role. </span><strong style="font-weight:700"><span>Hustle is fine, but efficiency is better.</span></strong></span></p></div><div type="paragraph" data-hook="rcv-block36"></div></div><div type="last" data-hook="rcv-block-last"></div></div></div></div></div></div></div></article></div><div class="BL3dva"><div class="OSxNQL"><div id="post-footer" class="OFA52E jG7PL8"><div class="ux83lW" data-hook="post-main-actions-desktop"><span class="tmHsxH blog-separator-background-color"></span><div class="bVF0DD lnKYSq"><div class="ynI4j0 blog-text-color" id="post-social-actions_105bcf2c-6448-48e4-b08c-e9da75d38e54" tabindex="-1"><button class="U4UjyH YYvuv0" aria-label="Share via Facebook" data-hook="share-button__facebook"><svg xmlns="http://www.w3.org/2000/svg" width="19" viewBox="0 0 19 19" role="img" class="cXULmD blog-icon-fill"><path d="M8.08865986,17 L8.08865986,10.2073504 L5.7890625,10.2073504 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But the secret to good cold outbound sales--particularly for companies that have not yet achieved product-market fit or \",\"decorations\":[]}},{\"type\":\"TEXT\",\"id\":\"\",\"nodes\":[],\"textData\":{\"text\":\"crossed the chasm\",\"decorations\":[{\"type\":\"LINK\",\"linkData\":{\"link\":{\"url\":\"https:\/\/en.wikipedia.org\/wiki\/Crossing_the_Chasm\",\"target\":\"BLANK\"}}},{\"type\":\"COLOR\",\"colorData\":{\"background\":\"rgba(0, 0, 0, 0)\",\"foreground\":\"rgb(241, 85, 42) !important\"}}]}},{\"type\":\"TEXT\",\"id\":\"\",\"nodes\":[],\"textData\":{\"text\":\"--is that the job for early-stage B2B companies is much more about working hard to find Fans than working hard to persuade Evaluators.\",\"decorations\":[]}}],\"style\":{},\"paragraphData\":{\"textStyle\":{\"textAlignment\":\"AUTO\"}}},{\"type\":\"PARAGRAPH\",\"id\":\"honhk8903\",\"nodes\":[],\"style\":{},\"paragraphData\":{\"textStyle\":{\"textAlignment\":\"AUTO\"}}},{\"type\":\"PARAGRAPH\",\"id\":\"qvtxq8940\",\"nodes\":[{\"type\":\"TEXT\",\"id\":\"\",\"nodes\":[],\"textData\":{\"text\":\"If you let that sink in for a moment, it’s actually a startling revelation. \",\"decorations\":[]}},{\"type\":\"TEXT\",\"id\":\"\",\"nodes\":[],\"textData\":{\"text\":\"Sales: An exercise in discovery instead of persuasion. \",\"decorations\":[{\"type\":\"BOLD\",\"fontWeightValue\":700},{\"type\":\"ITALIC\",\"italicData\":true}]}},{\"type\":\"TEXT\",\"id\":\"\",\"nodes\":[],\"textData\":{\"text\":\"It has dramatic implications for how to use your early-stage company’s precious time. 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While I do so, dozens of cold campaigns for clients are running in the background. With the understanding that discovery is the job of sales teams at early stage companies, this advantage becomes hugely valuable.\",\"decorations\":[]}}],\"style\":{},\"paragraphData\":{\"textStyle\":{\"textAlignment\":\"AUTO\"}}},{\"type\":\"PARAGRAPH\",\"id\":\"4doty9584\",\"nodes\":[],\"style\":{},\"paragraphData\":{\"textStyle\":{\"textAlignment\":\"AUTO\"}}},{\"type\":\"PARAGRAPH\",\"id\":\"opmve9621\",\"nodes\":[{\"type\":\"TEXT\",\"id\":\"\",\"nodes\":[],\"textData\":{\"text\":\"A few weeks ago, one of my cold emails elicited an automated response that someone had set up, thinking they were clever. 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I should spend almost no time identifying this prospect’s pain points because Fans raise their hands when prodded.This is why advice that you get about sales often does not apply to cold email: You need to be direct. Only once you get to the meeting can you listen, consult, and sell.\",\"decorations\":[]}}],\"style\":{},\"paragraphData\":{\"textStyle\":{\"textAlignment\":\"AUTO\"}}},{\"type\":\"PARAGRAPH\",\"id\":\"aa38i9886\",\"nodes\":[],\"style\":{},\"paragraphData\":{\"textStyle\":{\"textAlignment\":\"AUTO\"}}},{\"type\":\"PARAGRAPH\",\"id\":\"lheho9924\",\"nodes\":[{\"type\":\"TEXT\",\"id\":\"\",\"nodes\":[],\"textData\":{\"text\":\"The key conclusion here, whether or not you consider yourself a salesperson, is to know where in the funnel you operate and to understand whether your job is to \",\"decorations\":[{\"type\":\"BOLD\",\"fontWeightValue\":700}]}},{\"type\":\"TEXT\",\"id\":\"\",\"nodes\":[],\"textData\":{\"text\":\"discover or persuade\",\"decorations\":[{\"type\":\"BOLD\",\"fontWeightValue\":700},{\"type\":\"ITALIC\",\"italicData\":true}]}},{\"type\":\"TEXT\",\"id\":\"\",\"nodes\":[],\"textData\":{\"text\":\". \",\"decorations\":[{\"type\":\"BOLD\",\"fontWeightValue\":700}]}},{\"type\":\"TEXT\",\"id\":\"\",\"nodes\":[],\"textData\":{\"text\":\"Then, optimize your efforts for the specific job you are doing, and stay lean! 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It is very rare that someone who possesses the skill set to get prospects to the meeting also has the same skill set to get them to buy or continue being customers. 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Some of you will be fortunate enough to work for companies with a comparative large set of prospects in the first group (Fans), but for a B2B startup, there are basically always more Detractors than Fans.\\\",\\\"decorations\\\":[]}}],\\\"style\\\":{},\\\"paragraphData\\\":{\\\"textStyle\\\":{\\\"textAlignment\\\":\\\"AUTO\\\"}}},{\\\"type\\\":\\\"PARAGRAPH\\\",\\\"id\\\":\\\"tl9wp8509\\\",\\\"nodes\\\":[],\\\"style\\\":{},\\\"paragraphData\\\":{\\\"textStyle\\\":{\\\"textAlignment\\\":\\\"AUTO\\\"}}},{\\\"type\\\":\\\"PARAGRAPH\\\",\\\"id\\\":\\\"ifedc8546\\\",\\\"nodes\\\":[{\\\"type\\\":\\\"TEXT\\\",\\\"id\\\":\\\"\\\",\\\"nodes\\\":[],\\\"textData\\\":{\\\"text\\\":\\\"Most CEOs, product people, etc. tend to think of sales as dealing with the third group of prospects (Evaluators). As a society, we possess a collective image of an old school used car salesman (probably overweight, probably with a mustache) chomping on a cigar and doing whatever he can to make a deal. The image persists even as technology changes the world (including the world of sales) more and more quickly with each passing year. \\\",\\\"decorations\\\":[]}}],\\\"style\\\":{},\\\"paragraphData\\\":{\\\"textStyle\\\":{\\\"textAlignment\\\":\\\"AUTO\\\"}}},{\\\"type\\\":\\\"PARAGRAPH\\\",\\\"id\\\":\\\"rnx078828\\\",\\\"nodes\\\":[],\\\"style\\\":{},\\\"paragraphData\\\":{\\\"textStyle\\\":{\\\"textAlignment\\\":\\\"AUTO\\\"}}},{\\\"type\\\":\\\"PARAGRAPH\\\",\\\"id\\\":\\\"0zya08864\\\",\\\"nodes\\\":[{\\\"type\\\":\\\"TEXT\\\",\\\"id\\\":\\\"\\\",\\\"nodes\\\":[],\\\"textData\\\":{\\\"text\\\":\\\"It is true that, even today, there are people who are extremely good at dealing with Evaluators. These are the “natural salespeople” of the world (including our used car salesman above). 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Instead, dig deep to uncover good leads.\\\",\\\"decorations\\\":[]}}],\\\"style\\\":{},\\\"paragraphData\\\":{\\\"textStyle\\\":{\\\"textAlignment\\\":\\\"AUTO\\\"}}},{\\\"type\\\":\\\"PARAGRAPH\\\",\\\"id\\\":\\\"c9vw89400\\\",\\\"nodes\\\":[],\\\"style\\\":{},\\\"paragraphData\\\":{\\\"textStyle\\\":{\\\"textAlignment\\\":\\\"AUTO\\\"}}},{\\\"type\\\":\\\"PARAGRAPH\\\",\\\"id\\\":\\\"sb1bb9435\\\",\\\"nodes\\\":[{\\\"type\\\":\\\"TEXT\\\",\\\"id\\\":\\\"\\\",\\\"nodes\\\":[],\\\"textData\\\":{\\\"text\\\":\\\"What techniques should you use to reach customers?\\\",\\\"decorations\\\":[{\\\"type\\\":\\\"ITALIC\\\",\\\"italicData\\\":true}]}}],\\\"style\\\":{},\\\"paragraphData\\\":{\\\"textStyle\\\":{\\\"textAlignment\\\":\\\"AUTO\\\"}}},{\\\"type\\\":\\\"PARAGRAPH\\\",\\\"id\\\":\\\"v180e9471\\\",\\\"nodes\\\":[{\\\"type\\\":\\\"TEXT\\\",\\\"id\\\":\\\"\\\",\\\"nodes\\\":[],\\\"textData\\\":{\\\"text\\\":\\\"Don’t focus on those that persuade a small group of marginal customers. Instead, use those that scale well to find ideal customers.\\\",\\\"decorations\\\":[]}}],\\\"style\\\":{},\\\"paragraphData\\\":{\\\"textStyle\\\":{\\\"textAlignment\\\":\\\"AUTO\\\"}}},{\\\"type\\\":\\\"PARAGRAPH\\\",\\\"id\\\":\\\"bf8tj9507\\\",\\\"nodes\\\":[],\\\"style\\\":{},\\\"paragraphData\\\":{\\\"textStyle\\\":{\\\"textAlignment\\\":\\\"AUTO\\\"}}},{\\\"type\\\":\\\"PARAGRAPH\\\",\\\"id\\\":\\\"4r1nu9543\\\",\\\"nodes\\\":[{\\\"type\\\":\\\"TEXT\\\",\\\"id\\\":\\\"\\\",\\\"nodes\\\":[],\\\"textData\\\":{\\\"text\\\":\\\"When we start to work with clients, they read “sales” in our backgrounds and assume that our cold email campaigns exist to persuade Evaluators to buy. This isn’t the case: \\\",\\\"decorations\\\":[]}},{\\\"type\\\":\\\"TEXT\\\",\\\"id\\\":\\\"\\\",\\\"nodes\\\":[],\\\"textData\\\":{\\\"text\\\":\\\"Cold outbound emails are not built to persuade Evaluators… they are built to \\\",\\\"decorations\\\":[{\\\"type\\\":\\\"BOLD\\\",\\\"fontWeightValue\\\":700}]}},{\\\"type\\\":\\\"TEXT\\\",\\\"id\\\":\\\"\\\",\\\"nodes\\\":[],\\\"textData\\\":{\\\"text\\\":\\\"discover \\\",\\\"decorations\\\":[{\\\"type\\\":\\\"BOLD\\\",\\\"fontWeightValue\\\":700},{\\\"type\\\":\\\"ITALIC\\\",\\\"italicData\\\":true}]}},{\\\"type\\\":\\\"TEXT\\\",\\\"id\\\":\\\"\\\",\\\"nodes\\\":[],\\\"textData\\\":{\\\"text\\\":\\\"Fans.\\\",\\\"decorations\\\":[{\\\"type\\\":\\\"BOLD\\\",\\\"fontWeightValue\\\":700}]}},{\\\"type\\\":\\\"TEXT\\\",\\\"id\\\":\\\"\\\",\\\"nodes\\\":[],\\\"textData\\\":{\\\"text\\\":\\\" Email as a medium is weak in persuasion. It is two-dimensional, lacks flair, is difficult to personalize, and does not allow for any of the creative sales techniques that need to happen in a good pitch. But email is very, very good at scale. I am writing this newsletter post once and sending it to hundreds of you. While I do so, dozens of cold campaigns for clients are running in the background. With the understanding that discovery is the job of sales teams at early stage companies, this advantage becomes hugely valuable.\\\",\\\"decorations\\\":[]}}],\\\"style\\\":{},\\\"paragraphData\\\":{\\\"textStyle\\\":{\\\"textAlignment\\\":\\\"AUTO\\\"}}},{\\\"type\\\":\\\"PARAGRAPH\\\",\\\"id\\\":\\\"4doty9584\\\",\\\"nodes\\\":[],\\\"style\\\":{},\\\"paragraphData\\\":{\\\"textStyle\\\":{\\\"textAlignment\\\":\\\"AUTO\\\"}}},{\\\"type\\\":\\\"PARAGRAPH\\\",\\\"id\\\":\\\"opmve9621\\\",\\\"nodes\\\":[{\\\"type\\\":\\\"TEXT\\\",\\\"id\\\":\\\"\\\",\\\"nodes\\\":[],\\\"textData\\\":{\\\"text\\\":\\\"A few weeks ago, one of my cold emails elicited an automated response that someone had set up, thinking they were clever. The response included sales advice like the following:\\\",\\\"decorations\\\":[]}}],\\\"style\\\":{},\\\"paragraphData\\\":{\\\"textStyle\\\":{\\\"textAlignment\\\":\\\"AUTO\\\"}}},{\\\"type\\\":\\\"PARAGRAPH\\\",\\\"id\\\":\\\"9h8gl9659\\\",\\\"nodes\\\":[],\\\"style\\\":{},\\\"paragraphData\\\":{\\\"textStyle\\\":{\\\"textAlignment\\\":\\\"AUTO\\\"}}},{\\\"type\\\":\\\"PARAGRAPH\\\",\\\"id\\\":\\\"pf5129696\\\",\\\"nodes\\\":[{\\\"type\\\":\\\"TEXT\\\",\\\"id\\\":\\\"\\\",\\\"nodes\\\":[],\\\"textData\\\":{\\\"text\\\":\\\"Rather than talking about “you” – you would be much more successful in your sales if you demonstrated you knew my business and can show me how I can get my bonus and sleep well at night.I don’t know who you are yet you are asking about my operations and yet not a single discussion that you understand my pain points or goals that I might be challenged with this year.\\\",\\\"decorations\\\":[{\\\"type\\\":\\\"ITALIC\\\",\\\"italicData\\\":true}]}}],\\\"style\\\":{},\\\"paragraphData\\\":{\\\"textStyle\\\":{\\\"textAlignment\\\":\\\"AUTO\\\"}}},{\\\"type\\\":\\\"PARAGRAPH\\\",\\\"id\\\":\\\"o8h849734\\\",\\\"nodes\\\":[],\\\"style\\\":{},\\\"paragraphData\\\":{\\\"textStyle\\\":{\\\"textAlignment\\\":\\\"AUTO\\\"}}},{\\\"type\\\":\\\"PARAGRAPH\\\",\\\"id\\\":\\\"wsacx9771\\\",\\\"nodes\\\":[{\\\"type\\\":\\\"TEXT\\\",\\\"id\\\":\\\"\\\",\\\"nodes\\\":[],\\\"textData\\\":{\\\"text\\\":\\\"Unsurprisingly, this email recommended some run-of-the-mill sales books for me to read. It offered many generic pieces of sales advice that could be picked up in hundreds of seminars across the country every day.\\\",\\\"decorations\\\":[]}}],\\\"style\\\":{},\\\"paragraphData\\\":{\\\"textStyle\\\":{\\\"textAlignment\\\":\\\"AUTO\\\"}}},{\\\"type\\\":\\\"PARAGRAPH\\\",\\\"id\\\":\\\"km1i49809\\\",\\\"nodes\\\":[],\\\"style\\\":{},\\\"paragraphData\\\":{\\\"textStyle\\\":{\\\"textAlignment\\\":\\\"AUTO\\\"}}},{\\\"type\\\":\\\"PARAGRAPH\\\",\\\"id\\\":\\\"ghcwn9847\\\",\\\"nodes\\\":[{\\\"type\\\":\\\"TEXT\\\",\\\"id\\\":\\\"\\\",\\\"nodes\\\":[],\\\"textData\\\":{\\\"text\\\":\\\"The email assumed that my cold outreach was trying to persuade an Evaluator (worth noting as well is the fact that this prospect was almost certainly a Detractor). I was instead reaching out to as many corners of the market as possible to find Fans wherever they may be hiding. With that as my goal, I should absolutely talk about the product I am pitching. I should spend almost no time identifying this prospect’s pain points because Fans raise their hands when prodded.This is why advice that you get about sales often does not apply to cold email: You need to be direct. 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Contact us.\\\",\\\"no-posts-allowed.title\\\":\\\"No Posts Yet\\\",\\\"no-posts-feed-writer.create-first-post\\\":\\\"Create Your First Post\\\",\\\"no-posts-feed-writer.create-posts\\\":\\\"Fill up this page with posts for your readers.\\\",\\\"no-posts-feed.on-the-way\\\":\\\"Check back soon\\\",\\\"no-posts-feed.no-posts-to-show\\\":\\\"Looks like you don’t have any posts to show\\\",\\\"no-posts-feed.update-settings-to-see-posts\\\":\\\"Update your display settings to see posts here.\\\",\\\"no-posts-feed.no-published-posts-multilingual\\\":\\\"No posts published in this language yet\\\",\\\"no-posts-feed.stay-tuned\\\":\\\"Once posts are published, you’ll see them here.\\\",\\\"no-posts-feed.publish-posts-to-see-them\\\":\\\"Publish your posts to see them here.\\\",\\\"no-posts-writer.create-posts\\\":\\\"Add Posts to This Category\\\",\\\"no-posts-writer.readers-would-love\\\":\\\"Readers would love to hear about this topic!\\\",\\\"no-posts.content\\\":\\\"Check back soon.\\\",\\\"no-posts.explore-other-categories\\\":\\\"Explore other categories in this blog or check back later.\\\",\\\"no-posts.posts-coming-soon\\\":\\\"Posts Coming Soon\\\",\\\"no-posts.title\\\":\\\"Working On My First Post\\\",\\\"no-post-found.title\\\":\\\"This is your post page\\\",\\\"no-post-found.message\\\":\\\"Once you write a post, you’ll be able to read it here. \\\\n\\\\nThis page acts like a template. 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Check back soon!\\\",\\\"no-user-posts.nothing-here-yet\\\":\\\"Nothing Here Yet\\\",\\\"not-found.back\\\":\\\"See More Posts\\\",\\\"not-found.head-back\\\":\\\"Check out some of the other great posts in this blog.\\\",\\\"not-found.nothings-showing-up\\\":\\\"We Couldn’t Find This Page\\\",\\\"notifications-settings.comments-description\\\":\\\"Notify me when members comment on my posts\\\",\\\"notifications-settings.comments\\\":\\\"Comments\\\",\\\"notifications-settings.description\\\":\\\"Manage your likes, comments & the people you’re following.\\\",\\\"notifications-settings.email-notifications\\\":\\\"Email Notifications\\\",\\\"notifications-settings.email\\\":\\\"Email\\\",\\\"notifications-settings.general-description\\\":\\\"Notify me about forum updates\\\",\\\"notifications-settings.general\\\":\\\"General\\\",\\\"notifications-settings.likes-description\\\":\\\"Notify me when members like my posts\\\",\\\"notifications-settings.likes\\\":\\\"Likes\\\",\\\"notifications-settings.notifications\\\":\\\"Notifications\\\",\\\"notifications-settings.push-notifications\\\":\\\"Push Notifications\\\",\\\"notifications-settings.push\\\":\\\"Push\\\",\\\"notifications-settings.subscriptions-description\\\":\\\"Notify me when members & discussions I follow post updates\\\",\\\"notifications-settings.subscriptions\\\":\\\"Follows\\\",\\\"pagination.first-page\\\":\\\"First page\\\",\\\"pagination.last-page\\\":\\\"Last page\\\",\\\"pagination.next-page\\\":\\\"Next page\\\",\\\"pagination.page\\\":\\\"Page {page, number}\\\",\\\"pagination.previous-page\\\":\\\"Previous page\\\",\\\"post-actions.move-to-trash\\\":\\\"Move to Trash\\\",\\\"post-actions.delete-draft\\\":\\\"Delete Draft\\\",\\\"post-actions.delete-post\\\":\\\"Move to Trash\\\",\\\"post-actions.disable-commenting\\\":\\\"Turn Off Commenting\\\",\\\"post-actions.duplicate-draft\\\":\\\"Duplicate Draft\\\",\\\"post-actions.duplicate-post-copy-of\\\":\\\"Copy of\\\",\\\"post-actions.duplicate-post\\\":\\\"Duplicate Post\\\",\\\"post-actions.edit-post\\\":\\\"Edit Post\\\",\\\"post-actions.enable-commenting\\\":\\\"Turn On Commenting\\\",\\\"post-actions.follow\\\":\\\"Follow Post\\\",\\\"post-actions.move-to-cateogory\\\":\\\"Move To Category\\\",\\\"post-actions.pin-post\\\":\\\"Pin to Feed\\\",\\\"post-actions.report-post\\\":\\\"Report Post\\\",\\\"post-actions.share-post\\\":\\\"Share Post\\\",\\\"post-actions.unfollow\\\":\\\"Unfollow Post\\\",\\\"post-actions.unpin-post\\\":\\\"Unpin Post\\\",\\\"post-actions.view-post\\\":\\\"View Post\\\",\\\"post-actions.preview-post\\\":\\\"Preview Post\\\",\\\"post-actions.preview-draft\\\":\\\"Preview Draft\\\",\\\"post-actions.revert-to-draft\\\":\\\"Revert to Draft\\\",\\\"post-actions.print\\\":\\\"Print Post\\\",\\\"post-actions.delete.content\\\":\\\"Are you sure you want to move this post to trash? Its views, likes and comments will be deleted.\\\",\\\"post-create-actions.move-post\\\":\\\"Move Post\\\",\\\"post-edit-in-progress-modal.cannot-edit-message\\\":\\\"Someone else is working on this post right now. Come back later.\\\",\\\"post-edit-in-progress-modal.cannot-edit-title\\\":\\\"Edit in Progress\\\",\\\"post-edit-in-progress-modal.got-it\\\":\\\"Got It\\\",\\\"post-editor-header.back-button-label\\\":\\\"Back to Manage Posts\\\",\\\"post-editor-mobile-header.close-button-label\\\":\\\"Cancel\\\",\\\"post-editor-mobile-header.save-button-label\\\":\\\"Save & Continue\\\",\\\"post-editor-mobile-header.status-saved\\\":\\\"Saved\\\",\\\"post-editor-mobile-header.status-saving\\\":\\\"Saving...\\\",\\\"post-editor-mobile-header.update-button-label\\\":\\\"Update\\\",\\\"post-footer.share\\\":\\\"Share\\\",\\\"post-footer.total-comments_plural\\\":\\\"{count, number} comments\\\",\\\"post-footer.total-comments\\\":\\\"{count, plural, one {# comment} other {# comments}}\\\",\\\"post-footer.view-count_plural\\\":\\\"{count, number} views\\\",\\\"post-footer.view-count\\\":\\\"{count, plural, one {# view} other {# views}}\\\",\\\"post-form-action-sheet.category-button-label\\\":\\\"Choose Category\\\",\\\"post-form-action-sheet.publish-button-label\\\":\\\"Save & Publish\\\",\\\"post-form-action-sheet.save-button-label\\\":\\\"Save as Draft\\\",\\\"post-form-action-sheet.schedule-post-button-label\\\":\\\"Schedule Post\\\",\\\"post-form-actions.category-button-label\\\":\\\"Choose Category\\\",\\\"post-form-actions.delete-button-label\\\":\\\"Delete Post\\\",\\\"post-form-actions.discard-button-label\\\":\\\"Discard Changes\\\",\\\"post-form-actions.post-settings-button-label\\\":\\\"Post Settings\\\",\\\"post-form-actions.revert-to-draft-button-label\\\":\\\"Cancel Scheduling\\\",\\\"post-form-actions.reschedule-button-label\\\":\\\"Reschedule Post\\\",\\\"post-form-actions.publish-button-label\\\":\\\"Save & Publish\\\",\\\"post-form-actions.publish-scheduled-button-label\\\":\\\"Publish Now\\\",\\\"post-form-actions.save-button-label\\\":\\\"Save Changes\\\",\\\"post-form-actions.save-draft-button-label\\\":\\\"Save as Draft\\\",\\\"post-form-actions.preview-button-label\\\":\\\"Preview Post\\\",\\\"post-form-actions.revert-to-draft\\\":\\\"Revert to Draft\\\",\\\"post-form-actions.update-scheduled-button-label\\\":\\\"Update\\\",\\\"post-form.cancel\\\":\\\"Cancel\\\",\\\"post-form.content-error-tooltip\\\":\\\"Post title area appears to be blank. Please write something to publish your post.\\\",\\\"post-form.give-this-post-a-title\\\":\\\"Add a Catchy Title\\\",\\\"post-form.publish\\\":\\\"Publish\\\",\\\"post-form.require-content\\\":\\\"Add a description to go ahead and publish.\\\",\\\"post-form.submit-for-review-require-content\\\":\\\"Add a description to go ahead and submit for review.\\\",\\\"post-form.update-in-moderation-require-content\\\":\\\"Add a description to go ahead and update submission.\\\",\\\"post-form.require-fields\\\":\\\"To publish add a title & a few words.\\\",\\\"post-form.submit-for-review-require-fields\\\":\\\"To submit post for review add a title & a few words.\\\",\\\"post-form.update-in-moderation-require-fields\\\":\\\"To update submission add a title & a few words.\\\",\\\"post-form.require-title\\\":\\\"Add a title to go ahead and publish.\\\",\\\"post-form.submit-for-review-require-title\\\":\\\"Add a title to go ahead and submit post for review.\\\",\\\"post-form.update-in-moderation-require-title\\\":\\\"Add a title to go ahead and update submission.\\\",\\\"post-form.something-went-wrong-error\\\":\\\"Hmm… something’s not right. Try to reload the page.\\\",\\\"post-form.status-saved\\\":\\\"Saved\\\",\\\"post-form.status-saving\\\":\\\"Saving...\\\",\\\"post-editor-action-bar.save\\\":\\\"Save\\\",\\\"post-editor-action-bar.status-saving\\\":\\\"Saving...\\\",\\\"post-editor-action-bar.status-saved\\\":\\\"Saved\\\",\\\"post-editor-action-bar.autosave-tooltip.title\\\":\\\"Autosave is On\\\",\\\"post-editor-action-bar.autosave-tooltip.draft-post\\\":\\\"This post is automatically saved as a draft.\\\",\\\"post-editor-action-bar.autosave-tooltip.scheduled-post\\\":\\\"This post is automatically saved.\\\",\\\"post-editor-action-bar.autosave-tooltip.published-post\\\":\\\"Changes to this post are auto saved, but not published. Hit Publish to update this post.\\\",\\\"post-editor-action-bar.publish\\\":\\\"Publish\\\",\\\"post-editor-action-bar.publish-disabled-tooltip\\\":\\\"To publish your post, give it a title then add text or an image.\\\",\\\"post-editor-action-bar.update\\\":\\\"Publish Changes\\\",\\\"post-editor-action-bar.back-to-posts\\\":\\\"Back to Posts\\\",\\\"post-editor-action-bar.preview\\\":\\\"Preview\\\",\\\"post-editor-action-bar.preview-disabled-tooltip\\\":\\\"To preview your post, give it a title then add text or an image.\\\",\\\"post-form.update\\\":\\\"Publish Changes\\\",\\\"post-form.update-scheduled\\\":\\\"Update\\\",\\\"post-form.submit-for-review\\\":\\\"Submit for Review\\\",\\\"post-form.update-post-in-moderation\\\":\\\"Update\\\",\\\"post-form.uploading\\\":\\\"Just a sec. Hit Publish once your upload's done.\\\",\\\"post-form.submit-for-review-uploading\\\":\\\"Just a sec. Hit Submit for Review once your upload's done.\\\",\\\"post-form.update-in-moderation-uploading\\\":\\\"Just a sec. Hit Update once your upload's done.\\\",\\\"post-form.schedule-time-picker-title\\\":\\\"Schedule Post\\\",\\\"post-form.schedule-time-picker-description\\\":\\\"When do you want to publish your post?\\\",\\\"post-form.schedule-time-picker-cancel-scheduling\\\":\\\"Cancel Scheduling\\\",\\\"post-form.schedule-time-picker-time\\\":\\\"Time\\\",\\\"post-form.schedule-time-picker-timezone\\\":\\\"Timezone\\\",\\\"post-form.schedule-time-picker-timezone-tooltip\\\":\\\"The timezone is based on your browser settings.\\\",\\\"post-form.schedule-time-picker-button-schedule\\\":\\\"Schedule\\\",\\\"post-form.schedule-time-picker-button-cancel\\\":\\\"Cancel\\\",\\\"post-form.schedule-time-picker-time-error\\\":\\\"Choose a time at least {threshold} minutes in the future. \\\",\\\"post-list-classic.comments\\\":\\\"Comments\\\",\\\"post-list-classic.likes\\\":\\\"Likes\\\",\\\"post-list-classic.recent-activity\\\":\\\"Recent Activity\\\",\\\"post-list-classic.title\\\":\\\"Title\\\",\\\"post-list-classic.views\\\":\\\"Views\\\",\\\"post-main-actions.share\\\":\\\"Share\\\",\\\"post-mobile-header.back-button-label\\\":\\\"All Posts\\\",\\\"post-page.back-to-forum\\\":\\\"View Members\\\",\\\"post-page.commenting-blocked\\\":\\\"You are unable to comment\\\",\\\"post-page.commenting-disabled\\\":\\\"Commenting is disabled on this post.\\\",\\\"post-page.edited\\\":\\\"Edited:\\\",\\\"post-page.not-found-title\\\":\\\"We Couldn't Find This Page\\\",\\\"post-page.not-fount-content\\\":\\\"Check out some of the other great posts in this blog.\\\",\\\"post-page.post-cannot-be-displayed\\\":\\\"This post cannot be displayed\\\",\\\"post-page.comment-cannot-be-displayed\\\":\\\"This comment cannot be displayed\\\",\\\"post-page.tags-label\\\":\\\"Tags:\\\",\\\"post-settings-buttons.cancel-label\\\":\\\"Cancel\\\",\\\"post-settings-buttons.submit-label\\\":\\\"Done\\\",\\\"post-settings-buttons.save\\\":\\\"Save\\\",\\\"post-settings-buttons.save-and-publish\\\":\\\"Save & Publish\\\",\\\"post-settings-buttons.saving\\\":\\\"Saving...\\\",\\\"post-settings-buttons.tooltip.published\\\":\\\"To publish, add a valid Canonical URL.\\\",\\\"post-settings-buttons.tooltip.not-published\\\":\\\"To save, add a valid Canonical URL.\\\",\\\"post-settings-category-form.button\\\":\\\"Create New Category\\\",\\\"post-settings-category-form.label\\\":\\\"Category label\\\",\\\"post-settings-category-form.placeholder\\\":\\\"e.g. Travel, Food, etc.\\\",\\\"post-settings-category-select.hint\\\":\\\"Choose a category\\\",\\\"post-settings-category-select.no-categories-hint\\\":\\\"There are no categories in this blog yet.\\\",\\\"post-settings-label.title\\\":\\\"Post Settings\\\",\\\"post-settings-page-metadata.title\\\":\\\"Manage post\\\",\\\"post-settings-general.featured-post-label\\\":\\\"Set as featured post\\\",\\\"post-settings-general.featured-post-tooltip\\\":\\\"Featured posts can be displayed anywhere on your site using a Custom Feed. To create a feed with your featured posts, go to the Editor > double click on your blog > Add-Ons > Custom Feed.\\\",\\\"post-settings-general.change-owner-label\\\":\\\"Writer\\\",\\\"post-settings-general.change-owner-tooltip\\\":\\\"Switch ownership of this post to another writer. You can still edit posts when they’re under another writer’s name.\\\",\\\"post-settings-general.change-owner-tooltip-no-options\\\":\\\"To add writers to the list, go to Main Menu > Settings > Roles & Permissions.\\\",\\\"post-settings-general.excerpt-label\\\":\\\"Excerpt\\\",\\\"post-settings-general.excerpt-placeholder\\\":\\\"Add an excerpt...\\\",\\\"post-settings-general.excerpt-tooltip\\\":\\\"This shows when you display blog descriptions in your post list. If left blank, the first few lines of the post will show.\\\",\\\"post-settings-general.schedule-date-tooltip\\\":\\\"Your post is scheduled to be published on this date. To change it, reschedule the post. \\\",\\\"post-settings-general.draft-date-tooltip\\\":\\\"Your publish date can be for today or for a past date. This will impact the chronological order of your posts.\\\",\\\"post-settings-seo.base-url\\\":\\\"www.your-site-name.com\\\",\\\"post-settings-seo.description-label\\\":\\\"What’s the post about? Add a description\\\",\\\"post-settings-seo.description-placeholder\\\":\\\"What makes this post unique? Tell Google what it’s all about.\\\",\\\"post-settings-seo.description-tooltip\\\":\\\"Describe this post using relevant keywords and encourage new readers to check it out. It’s a great way to boost your Google page rank.\\\",\\\"post-settings-seo.publish-date-edit\\\":\\\"Edit\\\",\\\"post-settings-seo.publish-date-input-label\\\":\\\"Publish Date\\\",\\\"post-settings-seo.publish-date-input-today-button\\\":\\\"Today\\\",\\\"post-settings-seo.publish-date-input-tooltip\\\":\\\"You can schedule your post for today or a past date to change the chronological order of your posts.\\\",\\\"post-settings-seo.publish-date-label\\\":\\\"Post Publish Date:\\\",\\\"post-settings-seo.publish-date-reset\\\":\\\"Reset\\\",\\\"post-settings-seo.slug-label\\\":\\\"What's the post URL slug?\\\",\\\"post-settings-seo.slug-placeholder\\\":\\\"Post-Name\\\",\\\"post-settings-seo.slug-tooltip\\\":\\\"This is the link to your post. Make it relevant and easy for people to remember.\\\",\\\"post-settings-seo.title-label\\\":\\\"What's the title on search engines?\\\",\\\"post-settings-seo.title-placeholder\\\":\\\"Add a post title...\\\",\\\"post-settings-seo.title-tooltip\\\":\\\"This is the first thing people see about this post on Google. Add the title of the post and the name of your site or blog so people know what to expect.\\\",\\\"post-settings-seo.canonical-url-label\\\":\\\"Canonical URL\\\",\\\"post-settings-seo.canonical-url-placeholder\\\":\\\"Add a canonical URL...\\\",\\\"post-settings-seo.canonical-url-tooltip\\\":\\\"Does the content in this post appear on other pages or sites? Your canonical URL is the URL you want your readers to find.\\\",\\\"post-settings-tabs.categories\\\":\\\"Categories\\\",\\\"post-settings-tabs.settings\\\":\\\"Settings\\\",\\\"post-settings-tabs.general\\\":\\\"General\\\",\\\"post-settings-tabs.seo\\\":\\\"SEO\\\",\\\"post-settings.skip-post-page\\\":\\\"Use old post version\\\",\\\"post-settings.cover-image.label\\\":\\\"Cover Image\\\",\\\"post-settings.cover-image.tooltip\\\":\\\"You can upload a custom cover image here. By default we take the first image in your post.\\\",\\\"post-settings.cover-image.reset-button\\\":\\\"Reset\\\",\\\"post-settings.cover-image.upload-button\\\":\\\"Upload Cover Image\\\",\\\"post-settings.cover-image.change-button\\\":\\\"Change Cover Image\\\",\\\"post-settings.cover-image.toggle-label\\\":\\\"Display cover image\\\",\\\"post-settings.cover-image.toggle-tooltip\\\":\\\"Choose whether to show or hide your post's cover image. If hidden, people will still see it when the post is shared on social media.\\\",\\\"post-social-actions.preview-mode-tooltip\\\":\\\"You're in preview mode. To share posts, head to your live site.\\\",\\\"post-stats.view-count_plural\\\":\\\"{count, number} views\\\",\\\"post.update-date\\\":\\\"Updated: {date}\\\",\\\"post.update-date-new\\\":\\\"Updated: <0>date<\/0>\\\",\\\"private-profile-actions.create-post\\\":\\\"Create a Post\\\",\\\"private-profile-actions.logout\\\":\\\"Logout\\\",\\\"private-profile-actions.my-drafts\\\":\\\"My Drafts\\\",\\\"private-profile-actions.profile-page\\\":\\\"My Profile\\\",\\\"private-profile-actions.settings\\\":\\\"Settings\\\",\\\"profile-blog-comments.blog-comments\\\":\\\"Blog Comments\\\",\\\"profile-blog-drafts.blog-drafts\\\":\\\"Blog Drafts\\\",\\\"profile-blog-likes.blog-likes\\\":\\\"Blog Likes\\\",\\\"profile-blog-posts.blog-posts\\\":\\\"Blog Posts\\\",\\\"profile-menu-item.comments-count\\\":\\\"{count, number}\\\",\\\"profile-menu-item.comments-label\\\":\\\"Blog Comments\\\",\\\"profile-menu-item.drafts-count\\\":\\\"{count, number}\\\",\\\"profile-menu-item.drafts-label\\\":\\\"Blog Drafts\\\",\\\"profile-menu-item.likes-count\\\":\\\"{count, number}\\\",\\\"profile-menu-item.likes-label\\\":\\\"Blog Likes\\\",\\\"profile-menu-item.posts-count\\\":\\\"{count, number}\\\",\\\"profile-menu-item.posts-label\\\":\\\"Blog Posts\\\",\\\"profile-menu.notifications\\\":\\\"Notifications\\\",\\\"profile-page.edit-profile\\\":\\\"Edit Profile\\\",\\\"profile.cancel\\\":\\\"Cancel\\\",\\\"profile.confirm\\\":\\\"Confirm\\\",\\\"profile.joined\\\":\\\"Joined: {date, date, timeRelative}\\\",\\\"promote-writer-modal.add-new-posts\\\":\\\"Add posts to this blog\\\",\\\"promote-writer-modal.cancel\\\":\\\"Cancel\\\",\\\"promote-writer-modal.confirm\\\":\\\"Set as Writer\\\",\\\"promote-writer-modal.get-more-content\\\":\\\"Adding writers to your blog is a great way get more fresh content and grow your community.\\\",\\\"promote-writer-modal.manage-own-posts-comments\\\":\\\"Manage their post comments\\\",\\\"promote-writer-modal.manage-own-posts\\\":\\\"Manage their own posts\\\",\\\"promote-writer-modal.title\\\":\\\"Make This Member a Writer\\\",\\\"promote-writer-modal.what-they-can-do\\\":\\\"Here’s what writers can do:\\\",\\\"public-profile-actions.block-member\\\":\\\"Block Member\\\",\\\"public-profile-actions.demote-writer\\\":\\\"Remove Writer\\\",\\\"public-profile-actions.promote-writer\\\":\\\"Set as Writer\\\",\\\"public-profile-actions.report-member\\\":\\\"Report member\\\",\\\"public-profile-actions.unblock-member\\\":\\\"Unblock member\\\",\\\"publish-button.publish\\\":\\\"Publish\\\",\\\"recent-posts.all-posts-link\\\":\\\"See All\\\",\\\"recent-posts.title\\\":\\\"Recent Posts\\\",\\\"related-posts.title\\\":\\\"Related Posts\\\",\\\"report-abuse-form.cancel-button\\\":\\\"Cancel\\\",\\\"report-abuse-form.offensive-content\\\":\\\"Offensive Content\\\",\\\"report-abuse-form.offensive-media\\\":\\\"Offensive Media\\\",\\\"report-abuse-form.spam\\\":\\\"Spam\\\",\\\"report-abuse-form.submit-button\\\":\\\"Report\\\",\\\"report-comment-modal.help-us-understand\\\":\\\"Help us understand what is wrong with this comment\\\",\\\"report-comment-modal.report-comment\\\":\\\"Report Comment\\\",\\\"report-member-modal.help-us-understand\\\":\\\"Help us understand what is wrong with this member\\\",\\\"report-member-modal.report-member\\\":\\\"Report Member\\\",\\\"report-post-modal.help-us-understand\\\":\\\"Help us understand what is wrong with this post.\\\",\\\"report-post-modal.report-post\\\":\\\"Report Post\\\",\\\"restriction.content\\\":\\\"This category is members only, sign up to join in.\\\",\\\"restriction.title\\\":\\\"Join the discussion\\\",\\\"search-button.search\\\":\\\"Search\\\",\\\"search-input.placeholder\\\":\\\"Search\\\",\\\"search-menu.members\\\":\\\"Members\\\",\\\"search-menu.posts\\\":\\\"Posts\\\",\\\"search-page.no-results-content\\\":\\\"Search for posts and comments here.\\\",\\\"search-page.no-results-title\\\":\\\"Looking for Something?\\\",\\\"server-error-page.text\\\":\\\"This page isn't loading right now but we're working on a fix. 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