Nicolas Cole says cold outreach works only if it educates prospects about a problem they don't know they have, or removes barriers like time and budget that stopped them from acting. The channel doesn't matter if the message doesn't do that work.
With outreach, even though there are lots of different approaches, all roads lead back to the same fundamental thing. It doesn't matter if it's a DM, an email, you get them on the phone, doesn't matter if you do free work, doesn't matter if it's in a Loom. None of it matters unless it accomplishes one specific thing, which is it educates the person on a problem. And either that takes on two forms. Either that's a problem they didn't know they had and now they're aware of it, or it's a problem they know they have, they just haven't gotten around to solving it. And the reason they haven't gotten around to solving it is because they are in some way constrained by a resource. I don't have the time. I don't have the right person. I don't have the person who has the expertise to do that. Or they are constrained by the fact that they don't know or think that it's a priority because they aren't sufficiently educated on it.
What Every Writer Gets Wrong About Their Audience #writing #creator #writingtips
