Does Cold Outreach Actually Work?

Is cold outreach actually effective?

If you do it right, yes.

However, when doing ‘cold’ outreach, you shouldn’t necessarily view it as 'cold'.

No matter what business you run or work in, there has to be some sort of marketing strategy to bring in new customers and potential work; As a freelancer, this is even more important because you don't have a guaranteed salary every month.

Why is cold outreach effective?

Of course, you’ve probably tried a bunch of different methods to bring in new business.

From networking and social media, to paid ads and PR campaigns, and but reaching out to potential customers directly can actually be a great way to get involved in a new project.

If you work for yourself, one of the best ways to grow your business is by expanding your professional network and talking to people at networking events, online or in person.

But, there’s a big difference between connecting with professionals who are interested in commissioning your work and connecting with those who aren’t.

That’s why cold outreach can be a great way to start a relationship, because you know whether someone is interested in your work from the get go.

Do your research

Think of it like this. No one is going to buy something that they didn't already want to buy in the first place. So, if you know that a company is looking to commission a new piece of work, in this case, photography, then why not put yourself forward for the job?

For example, if you notice that a luxury lifestyle brand is planning a rebrand, you can presume that they may be considering getting some new imagery. So, if that brand is looking for a photographer, all you’re doing is offering yourself up as an option.

When reaching out to a company or individual, it’s important to research them first. This way, you can get a better idea of what their style and interests are and you can then determine whether or not you think you would be a good match.

Connect with the right people

The next move should be to connect with the senior managers or creative directors of the company you’re reaching out to.

Follow and connect with them on LinkedIn, Instagram and Twitter; this way, they will start seeing your posts pop up on their feed and your name will already be in the back of their mind when you message them.

Then follow this up with by sending over a personal, friendly email or Instagram DM.

Don’t sell!

Now you’ve warmed up your prospect, it’s time to reach out with a message.

What you should not do is sell.

Where most people go wrong with ‘cold’ outreach is that they don’t warm up the prospect first, they simply send a blanket email, having done no prior research, and ask for their business straight out; this can come across as desperate, unprofessional and, of course, cold.

We’re all guilty of sending messages like this in the past, and it’s not your fault- that’s what we’ve been led to believe outreach is.

But there is a better way.

Make it personal

Most companies receive, on average, 40 emails a day, not to mention the endless stream of spam across the social channels (here’s looking at you, Instagram).

So, you need to consider what makes your message stand out from the crowd.

Start by introducing yourself and pointing out a particular product or project of theirs that you genuinely like and give specific, detailed reasons why. This shows that you’ve actually taken the time to look through their work, meaning your compliments mean much so more than just saying ‘I really like your company’.

Next, you need to make some sort of connection between you and them. Perhaps point out the similarities between their brand aesthetic and your style of work and how it might make for an interesting collaboration.

The next bit is a little tricky. Now you’ve stroked their ego, it’s time to promote yourself (but remember, in a way that isn’t selling).

It’s always a good idea to make it sound like you’re proposing that you work together in a collaborative way rather than asking them if they will do business with you.

Instead of saying 'why don't you hire me for your next project', simply let them know you’re there and ask if they could please keep you on the books for any future work that might suit your style.

This way, it’s not too salesy, it’s not too pushy, but it introduces the idea of potential work without overstepping the line.

You want this outreach message to come across as complimentary, friendly and total casual; you don't want the person on the receiving end to feel like they are being pressured in any way, you want them to feel relaxed and flattered that you’ve chosen to connect with their brand.

And speaking from experience, it works.

Work with brands you love

At the end of the day, you don't want just any sort of work, you want the projects that inspire you and truly reflect your style and passion.

So, if you and another company have a shared goal and vision, and you can see, from their previous work, that you have something in common, then why wouldn't you make that connection?

Doing it this way, it's not 'cold' outreach at all, it's simply creating opportunities for creativity and building relationships with people who want the same thing you do.