🧲 Cold outreach success: the 2 decisive factors

Alex Hormozi highlights two reasons why most cold messages fail.

Your cold contacts:

• Don't know you

• Don't trust you

Hence, saying "No" or ignoring your messages is the safest option for them.

The fix? Build your messages around personalization and upfront free value.

Connection and trust don't happen just because you're decent and well-intentioned to help people and their businesses.

At first, sending lots of random emails won't help much. A standard automated message will do very little if you have no reputation or personal brand.

Instead:

1. Show that you know them

Mention how you followed their work. Share how their content helped you.

Be specific: refer to a post or video and share your results.

This flips the dynamic—you become someone who pays attention.

It doesn't have to be a huge achievement. They may have inspired you to post regularly or launch a new service.

Being specific and grounded in reality is better than boasting about unrealistic goals. You want them to see you as a real person, not a sales machine hungry for money.

2. Be human, not a bot

Show that you want to connect as a person.

If you pitch something right away, make sure it’s highly contextual.

For example, if you run a headhunting agency and reach out to a client who just posted a job opening, mention that.

However, if you’re contacting someone who may or may not be looking for help with lead gen, don’t assume they’re ready to buy.

Connect first. If you’re talking to good leads, you’ll always have time to pitch later.

Don’t ruin your chances by rushing to the sale.

3. Show that you can deliver

This is where you can build trust between the two of you.

Provide value right away. The best way is to show you've already done an important part of the work:

• You've already prepared some content for them

• You already have the job candidates they're looking for

• You already have a few ads that they can test

Offer these proofs of value for free. Give them a taste of how effective a collaboration with you can be.

4. Be strategic

Select your contacts carefully (great deals start with great leads) and use a CRM to track who you contacted, what you said, and how they responded.

If you use 𝕏 or Instagram for your cold outreach, Inboxs is the perfect solution. If you use other channels, you can use specific tools or set up a free CRM with Notion or Trello.

Set reminders to schedule your follow-ups. Do not take silence as a "No."

A strong follow-up strategy will increase your response rate, but you have to send those messages and send them at the right time.

That’s it for now, everyone! We’ll meet again next week to discuss some more of this!

Feel free to reply to this email. It goes directly to me.

Cheers,

Yannick