The Cold Outreach Myth: Why You’ve Been Doing It All Wrong and How to Fix It

Sunday, April 28, 2024

The wild world of cold outreach…. You craft the perfect message, hit send, and then... crickets.

We all want growth and we blast out cold SMS and email campaigns, hoping to reel in some fresh leads and turn them into paying customers.

For most of us the results suck and we are drowning in a sea of unread emails and unanswered texts.

Frustrating, right?

On a recent consulting call with Russell for 180 Ads, I saw the same mistake as so many in the industry make.

Most marketing bros tell you it is just volume but…​

Cold outreach success isn't just a numbers game!

It's about treating your cold prospects like the unique, special snowflakes they are.

Russell's team was blasting out generic messages to a massive list of cold leads, hoping that sheer volume would yield results.

But this "spray and pray" method often comes across as spammy and impersonal.

Would you call a 0.3% conversion rate a success?

Or is that just burning through leads faster than Beep-Beep The Roadrunner evades Will E. Coyote?

That’s exactly what Russell was doing. Burning faster through his cold leads than he could acquire them.

And once they put you in the SPAM category, there is no way back.​

The solution?​

First off, ditch the generic, one-size-fits-all approach.

You know, the ones that scream, "I don't know you, but buy my stuff!" Instead, take a minute to get to know your prospects.

Use their name, for crying out loud! It's the little things that show you actually give a hoot.

Next up, don't just dive straight into the hard sell.

Your prospects don't know you from Adam, so why would they trust you right off the bat?

Take them on a little journey first. Ask some questions to see if they're even a good fit.

Share some valuable tips or resources to show you know your stuff. Build that relationship before you go in for the ask.

Here is a good example of what NOT to do when you just connected or an a first message/email:​

I have no idea yet who you are, and it’s all about ME-ME-ME….
See how it starts: “I have created…”

Sorry pal, but I don’t care (yet) about you… My problem on the other hand….​

Make sure your first contact is about THEM, not you!​

Finally, keep an eye on those metrics. A/B test the heck out of your subject lines, CTAs, landing pages—you name it.

See what makes your audience tick and double down on what works.
It's all about progress, not perfection.

Oh, and don't forget to tackle those pesky objections head-on. You know, the ones that make your prospects go, "Thanks, but no thanks."

So, there you have it, folks.

The secret sauce to turning cold leads into raving fans. It might take a little extra elbow grease, but trust me, it's worth it.

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Hi, I Am Koen

The Funnel Therapist

I have been writing sales copy and building funnels since 2018 and learned all the tricks along the way.

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