We all have them: the companies or people we’d practically kill to work with.

Maybe you’ve been following them for a while and know you could do amazing things together, maybe you’ve just launched a new brand new business or service and want to get the word out — either way you need to get in a foot in the door.

But you’ve never worked with them before, you don’t know the decision maker, and you have zero contacts in common. There’s only one conceivable way you can think of to get in touch:

Cold outreach. Gulp!😱

After being on the receiving end of so many cringey cold pitches, the very thought of being the one to reach out makes you feel more than a little bit sick. What are they going to think of you? What if you say the wrong thing and ruin your chances? How do you avoid the cringe-factor and actually make them see that you’d be a perfect fit?

We’ve been there! In fact, last year we set ourselves the slightly terrifying task of having 100 phone conversations with potential customers. That’s a tonne of cold outreach.

Now, it took a few months, but we did hit our goal — and there were 4 key lessons that we learned along the way that helped us hone our outreach skills and get a much better response. And, since they worked so well for us, we reckon they’ll work for you too!

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Salestastic


We all have them: the companies or people we’d practically kill to work with.

Maybe you’ve been following them for a while and know you could do amazing things together, maybe you’ve just launched a new brand new business or service and want to get the word out — either way you need to get in a foot in the door.

But you’ve never worked with them before, you don’t know the decision maker, and you have zero contacts in common. There’s only one conceivable way you can think of to get in touch:

Cold outreach. Gulp!😱

After being on the receiving end of so many cringey cold pitches, the very thought of being the one to reach out makes you feel more than a little bit sick. What are they going to think of you? What if you say the wrong thing and ruin your chances? How do you avoid the cringe-factor and actually make them see that you’d be a perfect fit?

We’ve been there! In fact, last year we set ourselves the slightly terrifying task of having 100 phone conversations with potential customers. That’s a tonne of cold outreach.

Now, it took a few months, but we did hit our goal — and there were 4 key lessons that we learned along the way that helped us hone our outreach skills and get a much better response. And, since they worked so well for us, we reckon they’ll work for you too!

Lesson 1: Take your time

If you’re anything like us, you might be a little impatient, a bit excitable, and probably more than a little keen to get the whole thing done and dusted. So you write your email, your direct message, or call script and figure that it’s pretty much the best thing you’ve ever created. No way you’re going to top that so you figure you’ll send it out to every single prospect in one go.

✋Stop: you don’t want to rush things and use up all your goes with your first attempt!

What if that first draft doesn’t hit the spot? (And trust us, we’ve done enough of these to know that the first attempt probably won’t). As Drew Davis told us once, ‘Guys, you’re just wasting good leads.’

So, take it slow. Email one to three people at a time, measure the response rate or success of that message and tweak it until you find a message that’s going to work for the majority. That said, it’s not about going super slow, it’s more about doing quick bursts, quick tests, so you can figure out what’s working before you speed things up again.

Lesson 2: Personalise your message 

We cannot overstate how important this step is; there are still far too many people out there trying to fake authenticity in their messaging. So, cards on the table, copy and pasting the person’s name or business name into a one-size-fits-all message doesn’t count as personalisation.

Authentically personalising the message means just that. Find out about the person or the business before you reach out to them and make sure that your message makes it clear that you’ve done your homework and you’re not just spamming them like everyone else.

Not only will this make them feel better about an out-of-the-blue email or DM, but it also helps you confirm that you’re reaching out to the right people, that you’re only contacting the businesses that really will be a good fit.

So how did we make our own messages more authentic? We would do things like pay them a genuine compliment or comment on something specific that we loved about their website, their social media, their products, or their services.

Authenticity is such a buzzword these days but when people are bombarded with so many unsolicited blanket emails and fake personalisation, you really do need to be authentic when you reach out. And even though this approach might take longer initially, you’ll hit your goal far quicker.

Lesson 3: Don’t just rely on the same old written format

The third thing we found to be really effective was to use more than just a written email. And, our absolute favourite strategy in our cold outreach was creating video with our Google Chrome extension. Whenever we were checking out people’s websites (see lesson 2!), it allowed us to quickly hit record and shoot a really quick message that we could then pull directly into our Google Mail. In fact, if you use Google mail, you can record a video right from your inbox; it will even embed a little thumbnail that you can turn into a cool GIF that will take people straight through to your video when they click on it.

We found this worked incredibly well, but we did keep our videos fairly short to show people we respected their time, and of course we added a brief written email to go alongside the video and give people some context as to why they suddenly had a random video hitting their inbox!

Lesson 4: Check the temperature first

There is definitely a sliding temperature scale of cold outreach. At the far end, we’re talking arctic temps — you’ve had no contact with them at all and they’ve never even heard of you. Further along the scale, there might be people who are just a little warmer. These guys are your low hanging fruit and it’s worth contacting them first.

You may have interacted with them in some way in the past, you might have a common contact, you might have engaged with each other on social, or you might just belong to the same Facebook group. Essentially, you have something in common, something you can use to break the ice.

If you have an email list, even a small one, you have a bunch of people who trust you enough to hand over their email address. They, too, are further along the temperature scale. When we started our challenge, we took our own list and made a subset of people who had opened an email in the past three months. We then took that list and made another subset of those who had given us a proper business email rather than a Hotmail or Gmail address, because these guys made step 2, authentically personalising our messages, much easier.

So have a think about it: we bet that you already have a dream client list written down, or one or two people in your mind you’d specifically like to reach out to. So why not do it right now, before everyone else reading this beats you to it?! We promise that if you follow the lessons we learned during our own cold outreach marathon, you’ll totally avoid the cringe factor and start making some amazing connections.

Now, it’s possible you’re sitting here thinking you want to reach out but have no idea what you’d actually say, without coming across as spammy or pushy. You might be worried about being ignored, or perhaps wasting your one shot at connecting with your absolute dream client.

Well, don’t worry, because after doing hundreds and hundreds of cold outreach stuff, we know exactly what you should say when you reach out. In fact, we’ve broken it down into seven different types of initial message you can try.

Now, this stuff is usually for ATOMIC members only but if you click here, we’ll share a snippet of the training so that you can work out which of the seven messages is right for you — you can watch it on demand, right now, so you can get started on your outreach even more quickly.