Cold Email and DMing are Dying (Make Content Instead)
One of the most fascinating things I see is content agencies reaching out to me via cold email to help me create content.
And video editors DMing me saying how they can make my content go viral.
Sometimes I look them up only to see nothing. No content on their own channels, almost no online presence at all.
(I get all sorts of other crazy offers via cold email and DMs as well but when it's related to content specifically it feels extra odd).
I honestly send them all straight to spam and delete them, but that's just me. I don't have time for it. I meet all the awesome professionals and clients I need by creating content and networking on social media.
Why would I (or anyone) trust you to help me get business with content when you don't use the same mechanism to grow your own business?
It doesn't make sense.
Is it possible to get clients with cold email? sure.
Is it the best way to get clients in 2024? no.
And how many people did you annoy along the way? Probably a lot. Will they remember you? Probably not because they deleted the email so fast trying to get you out of their inbox. But that's really besides the point.
Warning sign #1 cold email is a bad idea.
The first thing any cold email guru tells you to do, is to go signup for another email domain and to start "warming" it up so you don't destroy your real domain by sending out spam.
What does it say about cold email that you need to go to such lengths to avoid detection and protect your real domain from being damaged?
People don't want your cold email in their inbox.
And how much time will you waste trying to craft "the perfect cold email" that .01% of the people open and respond to?
Instead of priding yourself on your cold email game, pride yourself on your content game. You only have so much time to get good at something. Don't hedge your bets either, a little cold email, a little content. You'll be bad at both.
Email is not a channel that people want to be interrupted on. People go to their email to get stuff they actually signed up for, and to interact with people they know.
You know where people go to actively get interrupted all day long? Social media.
You've got active participants looking to be interrupted by your video, image or text post.
Is content easy? no. But its a far better skill to know. Your investment of time to learn how to do it effectively is far more valuable than being the next cold email guru.
I'm curious what you think, let me know in the comments 馃憞
p.s. I'm not saying that you should never send a well crafted and thoughtful email to someone you don't know鈥攂ut a wide spread cold email campaign to grow your business is not the best way to grow in 2024.
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Stephen G. Pope
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Cold Email and DMing are Dying (Make Content Instead)
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