A short YouTube clip by Daniel Fazio (uploaded April 1, 2023) arguing that split-testing cold email or DM scripts is ineffective if you lack a strong offer and clear value proposition—those must be clearly presented (e.g., on a landing page) before outreach will get responses.
There's sales processes that can occur inside the funnel. Maybe you start emailing them back and forth. Maybe they book a call, you get in the call with them, and then you're emailing back and forth. Or you're DMing back and forth about what the logistical workings of the offer. But what you're going to find is it doesn't matter how many split tests you do on your cold DM script, it doesn't matter how many split tests you do on the script of your cold email. If you don't have a good offer, if you don't have a good value proposition, if you don't. If you don't clearly lay it out on a landing page, nobody's going to respond.
