As a business owner, you know how important it is to stay connected with potential customers, but we know as well as you do that not all outreach is created equal. Some messages hit the mark, while others get ignored or, worse…annoy. That’s where COGS—Conversion Optimization Guidance Sequence—comes in.

COGS is a system that strategically combines the right tools and channels to create a customer journey that works for your potential customer. Whether it’s email, ads, voicemail drops, cold calling, SMS, or direct mail, COGS helps you pick and choose the best ways to engage your audience and convert them into loyal customers.

See a visual overview of COGS here.

What Makes COGS Different?

The beauty of COGS lies in its flexibility. It’s not about throwing every channel at your audience and hoping something sticks; it’s about understanding your customers and using the right combination of touchpoints to reach them effectively.

Maybe your ideal customer responds well to email but ignores text messages. Or perhaps they’re more likely to engage with a Facebook ad than answer a cold call. COGS takes all of this into account, creating a tailored sequence that works for your business.

Think of it like a puzzle: each piece (email, ads, voicemail drops, etc.) fits together perfectly to guide your potential customers toward conversion. And because every interaction is based on data, like how often someone has engaged with your brand or what actions they’ve taken, you won’t waste time or resources on outreach that doesn’t work.

How COGS Works

Email Marketing: The Starting Point

Let’s say someone visits your website and signs up for a free resource but doesn’t take any further action. With COGS, you can send them a follow-up email offering additional value—like tips on how to use the resource or a case study showing how others have benefited from your product or service.

If they open the email but don’t click through? No problem. That engagement triggers the next step in the sequence.

Social Media & Google Ads: Staying Top of Mind

If that same prospect doesn’t respond to your email, they might start seeing targeted ads on social media or Google. These ads are designed to reinforce your message and keep your brand top of mind without feeling intrusive.

For example:

• A Facebook ad showcasing customer testimonials.
• A Google ad offering a limited-time discount for first-time buyers.

By aligning these ads with their previous engagement (or lack thereof), you’re gently nudging them closer to conversion.

Voicemail Drops: Adding a Personal Touch

Now imagine this: after engaging with an ad but not converting, the prospect receives a voicemail drop from you. Their phone doesn’t ring—it just leaves a message like this:

“Hi [Name], this is [Your Name] from [Your Business]. I noticed you’ve been exploring [specific product/service], and I’d love to share how we can help solve [specific pain point]. Feel free to call me back at [number] or check out the email I just sent for more details.”

This adds a personal touch without interrupting their day.

Cold Calling: When It Makes Sense

If voicemail drops aren’t enough to spark action, cold calling might be the next step—but only if it makes sense for your audience.

With COGS, every call can be backed by data about the prospect’s behavior and needs from previous interactions. Instead of going in blind, you’ll know exactly what they’re interested in and can tailor the conversation accordingly.

SMS Marketing: Quick, Effective, and Used Super Sparingly

For prospects who’ve shown interest but haven’t converted yet, SMS can be an effective way to re-engage them:

“Hi [Name], just wanted to remind you about our limited-time offer—click here to claim it before it expires!”

Or: “Thanks for checking out [specific product/service]! Let me know if you have any questions—I’m happy to help.”

Because SMS is used sparingly within COGS, it feels intentional rather than spammy.

Direct Mail: The Unexpected Wow Factor

Finally, if someone has engaged multiple times without converting—or if they’re part of a high-value segment—COGS might recommend sending direct mail.

This could be anything from a handwritten-style note thanking them for their interest to a beautifully designed postcard offering an exclusive discount. In today’s digital world, receiving something tangible can leave a lasting impression.

The Power of Integration

What makes COGS so powerful is how these channels work together as part of one cohesive system:

• If someone opens an email but doesn’t click through, they might see an ad reinforcing the same message.
• If they engage with the ad but still don’t convert, they could receive a voicemail or text offering additional support.
• And if all else fails? A direct mail piece might be just what they need to take action.

Every step in the sequence builds on the last, creating an experience that feels personal and intentional—not like noise.

Why Your Business Needs COGS

Most businesses struggle with cold outreach because they rely on generic tactics that don’t resonate with their audience. They send mass emails or make cold calls without understanding what their prospects actually want or need. COGS changes that by:

• Identifying precise customer pain points.
• Crafting personalized messaging for each channel.
• Strategically timing every interaction based on engagement data.
• Ensuring every touchpoint delivers real value.

The result? Higher engagement rates, more qualified leads, and stronger customer relationships—all while making better use of your marketing budget.

Ready to Transform Your Outreach?

With COGS, you’re not just reaching out—you’re creating meaningful connections that guide potential customers toward conversion. Whether it’s through email marketing, ads, voicemail drops, SMS, direct mail—or some combination of these—COGS helps you build trust and deliver value at every step of the journey. If you haven’t already, check out how COGS works in action!

If you’re ready to stop guessing and start connecting in ways that actually work for your business and your audience, let’s talk about how COGS can help. Because when communication feels this intentional? Conversions are just the beginning.