I keep seeing 3 big myths around cold email:

1. You need to send 1,000s of messages to make cold outbound work.
2. Cold emails are only for beginners
3. Cold emails are skuzzy and sleazy.

All of these are lies.

Let's break them down.

1) You need to send 1,000s of messages to make cold outbound work.

This is the "spray and pray" game.

It used to work 8-10 years ago.

Doesn't work anymore.

This cold outbound strategy combines these two ideas:

"quantity over quality wins"

+

3-5% of the market is ready to buy now.

When you're sending millions of emails, you’re hunting down that measly 3% of the market who will say yes now.

However, in the process, you blast 95-97% of the market with irrelevant messages about shit they don't care about.

This doesn’t work anymore.

Folks are more wise to the ways of “spray and pray.” They know they’re 1 of 1,000s who are getting this message, and that makes them suspicious. Rightly so.

To make cold outbound work, you need two things:

1. email the folks who have the problem you can solve and
2. help them prioritize solving this problem (and offer to help them).

You don't need 1,000s of people to make this happen.

You can do this with 100 folks. You can do this with 50 folks.

Hell, I did this with 3 folks and booked two sales calls.

Which is the exact same result those "spray and pray" bros would've gotten by blasting a list of 5,000.

Myth #2: Cold emails are for beginners.

This is a quietly destructive myth.

Because it lets you believe you're "too advanced" for cold emails.

Truth is:

Anyone, at any stage of their business, should use cold emails.

Even if you've got a stable full of clients, you should use cold emails.

Because, at any point, the way you currently get clients might break.

In fact, one of my clients started working with me because his previous methods of getting clients weren't working any more. And this SEO agency owner has 20+ years of running his agency.

Eventually, what works won't work anymore.

Dan Kennedy talked about the danger of "single channel dependency."

In other words: resting the entire fate of your business on one source of getting clients.

I see this blind panic happen when someone's Meta ad account gets shut down. Or they get kicked off Instagram, like what happened to my business coach years ago.

Suddenly, their entire way of getting leads and clients is shut off. And their business can quickly die.

What if that could never happen to you because you have a fail-safe way to always get clients?

In any industry, any niche, on any project?

That's what cold emails give you.

See, client acquisition isn't for beginners. It's for everyone at every stage of business.

It's for you when you

• launch a new offer
• want to build a waitlist
• want to make more money
• want to raise your prices
• desire that fancy European vacation
• want to pivot and need a new audience for a new offer

Cold emails are for every stage of a business.

Because they're the most direct line to a new client.

It's a "send an email" and "get this result" equation.

Myth #3: Cold emails are skuzzy and sleazy.

This myth isn't a myth.

It's reality.

99% of the cold emails sent today are skuzzy and sleazy.

Because they're out for a transaction: "buy my shit." And they forget about the human reading their email.

The truth is:

You don't have to write and send skuzzy cold emails.

There's a different kind of cold email to send.

One that's connection-based, warm, and feels good to send (and get).

Those are the emails everyone loves to get.

Because I send this type of email and get replies where folks tell me they liked my email.

Like this reply:

This is the cold email that makes the world run.

You have a choice on the type of cold email you want to send:

• Skuzzy and sleazy like everyone else’s
• Feel-good for sender and reader

You’re amazing,

Laura

​
​