I’ve been tango-ing with the topic of cold outreach recently.
And part of the reason for that is I’d like to clear the fog and assuage some of the trepidation that even those principals most committed to rapid growth have about venturing into an important stranger’s inbox.
The gist of a discovery conversation I had recently:
To which I replied:
Yup, that would totally be the case if that’s what you’re doing. But I would never suggest you do that thing.
Here’s what I mean.
Ramit Sethi recently highlighted an important “secret about busy people” and analyzed why he opened one cold email in particular almost immediately (despite likely receiving more email in one day than most people do in a month):
Here’s the email in question:
Now, I can already hear the writing-off scribbling away in the background:
Oh, well most CEOs aren’t like this guy. Wouldn’t work for us.
Oh, well this person is traveling to him and leveraging that to score a meeting. That’s not scalable.
And to that, I’ll leave it to ole’ Henry:
Limiting beliefs are a thing, people.
If you’re interested in lead generation that doesn’t involve (a) doing a rain dance in your office, hoping the new client gods will drop some business in your lap, or (b) asking your network for yet another favor like that cousin who never gave your blazer back after your niece’s wedding 3 years ago…
I encourage you to read Ramit’s analysis and ponder whether this is something worth pursuing in your neck of the woods.