It worked. Not only did Jeremy impress leads with his russian email address list creative outreach, he also secured meetings with them: generate b2b sales leads innovation lead Jeremy’s rap reflects an important lesson for B2B lead generation: We all are constantly guessing what information we’ll next receive. When we guess right, we zone out. This is known as the “Curse of Knowledge”. And, the effect is multiplied when receiving information that you’re already familiar with—like a boring sales message.
That's why spicing up vanilla outreach with an unconventional approach—like a rap video in a B2B cold email— works. It interrupts the guessing protocol wired into the brain, and forces leads to pay attention. The only limit to how you “surprise” leads into paying attention is your imagination. Ash Amibirge, a copywriter at The Middle Finger Project, targeted a list of new home builders in a creative way that distinguished her from competitors.