In the last 3 years, I’ve made over 500k in sales from doing cold outreach alone. But in 2024, I completely stopped ALL my cold outreach and replaced it with something more effective. You should as well. Before we get started, shout out and big thank you for Matt who built this incredible community for like-minded entrepreneurs like us to network! For context, from 2019 until now, I’ve scaled 2 separate businesses to around 50k per month (one in the agency space, the other being a group coaching/infoproduct). For years, both of those businesses grew mostly due to cold outreach on email, Linkedin, and Facebook. But in 2022, everything fell apart. Our cold outreach went from being incredibly effective to being a total timesuck that barely generated conversion. We saw a drop in bookings, more objections, and higher no-show rates across the board. This was despite sending out a high volume of outreach, being equipped with very good systems and processes, and having a talented Appointment Setter team… It was extra baffling because just a year prior, the exact same copy and workflow was working extremely well for us. So what changed? Well, the market did. Back in 2020, linkedin automation was new, and organic outreach was still in its early days. And since there was barely any competition, prospects were intrigued and we grew fast as a result. But heading into late 2022, the average person was getting pitched EVERY DAY from random strangers in the DM’s. The audience became skeptical due to the noise, spam, and BS they saw daily. And as a result, buying behaviour changed, and conversion rates dropped. People still wanted to spend on products, BUT NOW, they only wanted to talk to those they already trusted and had faith in. That’s when I pivoted my entire strategy. 𝐓𝐡𝐞 𝐑𝐢𝐠𝐡𝐭 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐅𝐨𝐫 𝟐𝟎𝟐𝟒 Long story short, the “post cold-outreach” era of marketing is based on becoming a “trusted expert”. In 2023, we focused on two tactics to achieve this. 1. Youtube