Today we're gonna do something a little different. I've got an audio lesson for you, plus a transcript.

Here's the audio lesson: 

https://open.spotify.com/episode/3QuDUwdimTro22MGSmHtgL?si=3gum7JnyS3KeyaKyMQk-Hg

And here's the transcript: 

 Hey guys! Today, I'd like to do a comparison of the different channels available to you for cold outreach. So, let's get started. So there's a few different channels that we've got in the realm of cold outreach. Uh, first, there's the classic cold calling. We have Uh, cold messaging on social platforms. We have cold email.

We have door knocking, uh, where you just go door to door and you say, Hello, Bob's your uncle, Becky's your aunt, and you're gonna buy my stuff. And then we've got, um, the cold mailing as well. Now we can subcategorize this on different platforms, but the truth of the matter is, everything fits broadly into those categories.

And everything works roughly the same. So, let's get started on this whole comparison deal. Um, so you know, before we really get into this, I have scaled up every single one of these channels. I have seen the issues firsthand with scaling up these channels, and I like to think I'm pretty damn good at these channels overall.

Um, for instance, my cold calling rates, usually if I call anywhere between 10 and 20 people, I'm getting anywhere between three and five people asking for more info, saying that they want to connect later that day. So, just so you know what I'm working with here, I've done this a lot. That said, there are some things I like about some channels, there are some things I dislike about some channels.

So, let's get started. Um, first things first, we need to talk about the foundation. So, here's, here's how most people approach any given channel of outreach, of any outbound marketing. They say, okay, we're just gonna do this, and we're gonna go after these broad people, and that's gonna work. I'm just gonna go door to door, and I'm gonna knock on every single home, and it's gonna work.

Spoiler alert, it doesn't fucking work. Do you know why it doesn't work? Because your approach is fundamentally flawed. Because you are approaching things with an aspect, with an idea, that your stuff is applicable to everybody. Equally. And I've made the same mistake, right? But the truth of the matter is your stuff is not equally relevant to everyone.

So when we do this, you need to understand how to actually build a solid list. Uh, and how to make sure that you're getting the right people on that list. Or none of these are gonna work for you, and you're gonna say I'm full of shit no matter what I tell you. But, all of them will work, in their own way, if you can figure out how to build the right list for the thing that you have to sell.

Okay? Wanted to put that out there. Now, let's actually compare our different options. First up, cold calling. Cold calling, to me, is funny. I honestly kind of hate it. And I kind of hate it, not because I'm bad at it, but I hate it because it's a lot of active work, it's a lot of just emotional effort as well.

But here's the thing. If you can master the art of cold calling, you can master the art of anything. Cold calling It exists in this very strange realm of like, it kind of fucking sucks. I'm not gonna lie, it kind of sucks. There's gatekeepers, there's um, a lot of phone calls that you have to do, there's a lot of rejection, it's very impersonal, and it doesn't usually feel too great to get rejected.

But the best way I have to get over that is to just tell you to go do something exceptionally difficult. Do you know something? I don't think that cold calling is really all that bad these days. And I don't think that it's all that bad because I don't mind being rejected if it's not a good fit for someone.

Uh, and in fact, I welcome more rejection up front. As opposed to a lot of rejection, uh, in the back. And what I mean is like, I would rather someone just tell me they're not interested and they're never gonna buy anything from the first 30 seconds of talking to them. Then have them go through a three hour long call that says, Yes, your stuff is amazing.

It's the greatest I've ever said. Thank you so much for helping me. Now you can go fuck yourself. And, you know, they never outright say go fuck yourself, but that's what it feels like when they tell you they're not going to move forward after you've just proven that you can help them. And You know, you're able to, like, you've proven you're able to help them, even if you're being flexible with them, uh, and they're not being, they're not willing to move forward, it sucks.

That sucks a lot more than a few phone calls that have gone south from minute one. So, cold calling, I would rank it as Either a weapon of last resort, or a weapon that you only put in your arsenal when you know how to build a sales team. Okay? When you can have an army of cold callers on your side, that's when you can use it.

But other than that, I don't think that it's a great tool, uh, for scaling up. It's not my preferred choice, unless it's absolutely necessary. Because although it does get results, uh, those results are not very scalable. And unless you use your team, and those results are just not, they're not fun. There's a lot of emotional investment.

Okay? It's also much more active than anything else. And it's much more intrusive than anything else that you're gonna do. And oftentimes what I find is that, when we're doing B2B stuff, people really just want to, um, they want the email, they want us to send them an email anyway. So, for this reason, Cold Calling is not at the bottom of the list, but it's close, it's close to there.

So not a huge fan of Cold Calling. Now, second thing you can do is social DMs. Social DMs are funny because I can't say that they're the worst things on the planet. I can say that they can work very well. But I will also say that everyone and their mother got into social DMing, and even with the automation tools that we have, social DMing isn't great.

Okay? It's not necessarily great. Alright? Social DMing kind of, it kind of sucks. The social platforms don't want you. to message everyone. They don't want you to do that. They want to sell your data. They want you to be interested and involved with the platforms, but they don't want you to be super excited and interested in doing whatever

business wise. They want you to be active. just kind of there having a good time and you know when you spam a lot of people it makes them have a bad time. So people's attention kind of shuts down.

My take, after doing a lot of them, is that It is a little bit different depending on what specific part of social media you go to. You've gotta be extra vigilant with your targeting here. But, ultimately what I'd say is, I'm not a huge fan. Because the rate limits are so low, you know, we're talking about like, you're hitting up 30 people per day.

And on top of that, While people I've worked with have gotten some good things out of, uh, out of this stuff, I personally have not. I personally have seen a lot of really just kind of nonsensical nonsense out of social DMs. And I've noticed that a lot of people that are on social platforms actively enough to get your message.

They don't tend to move forward on the types of jobs that I like to do. And, I'm not saying that they don't do it, period. But I guess what I am saying is, I've gotten more bad calls. I've gotten more of the Like two hour long. Your stuff is amazing, but I won't be moving forward calls off of social media.

Then I've gotten anywhere else and it's for that reason. It's a turnoff for me. I personally don't recommend it, and again. I've done it. I have people I've worked with who use it to some degree of success. But the stuff that I sell these days is much more valuable. And the people that I sell to are not spending all day on social media.

So, for those reasons, not a huge fan. Uh, next up we have cold email. Gonna be real, this one's actually my favorite. Out of every version of cold outreach that there is, uh, this one is my favorite. And I think it's my favorite because it's the most relaxed, it's the easiest to manage, it's one of the cheapest, and it's what people who have money are looking at in the first place.

Everyone on the planet has an email address. And if you can understand how to put together, like, good, cold email campaigns, not shitty cold email campaigns, but good cold email campaigns, people will actually read them, and they will actually move forward, if they have the need. And, they have the means. And I haven't, I'll put it this way.

I haven't had a three hour long sales conversation that's come from cold email where someone has said like oh yeah this was amazing but I'm not gonna move forward I have had that with social DMs and only with social DMs actually to be quite frank I've only ever gotten that from the social platforms so I can't recommend those but cold email has worked wonders for me Um, I've found it to be one of the simplest, one of the easiest things to manage.

And I've found that cost wise, it works the best. The biggest thing to watch out for here is not ending up in spam. And the biggest thing is really just building a campaign that people are actually going to want to see. Uh, not the same tired AI generated bullshit that everyone loves to preach. Uh, that stuff, I don't know.

I think people are getting tired of it. I think that people are tired of wanton professionalism in general. And I know that the thing that people really respond to is humanity. Always has been. Um, Some of my best advertisements have been just fun little pirate ads. Where, literally, I sold moving services and we were like, I'm a pirate!

I'm a pirate king! And people bought. Do you know why they bought? Because we were fucking human. Because we were fun. Because we were exciting. Because we were interesting. And yes, because we were fucking cheap. But, mostly we were interesting. So the biggest thing to watch out for when you're doing cold email is make sure that you're validating your leads properly.

Your emails properly, so that you don't get bounced. Make sure you're not hitting the blacklist. So check your stuff against a blacklist and a validator. Um, and make sure that you're actually making something that people want. Remember, no amount of marketing is going to change whether or not people want something.

And, on top of that, marketing does not create a customer where there isn't one. Marketing reveals a customer where there is potentially one. You're not going to change what someone needs. Not without putting months and months of effort into it, uh, and making something really cool. Movies can do it. Movies can influence fashion choices.

But you doing cold outreach is not going to change someone's mind on what they're going to wear in six months. You feel me? Cool. So, uh, moving on from that. We have, uh, cold mailers. Mailers are fun. Mailers are funny, as well. I like mailers. I'm gonna be real. I like mailers. I like mailers because they're different.

But the trick is you have to be different with your campaign. You can't just send the same tired shit to everyone. You have to actually be different. So you have to strike the balance between, like, interesting, fun campaign that people are going to pay attention to, and cheap. Okay? Because anyone can make a fun campaign that people will pay attention to if they're willing to spend 10 a person.

And if you are willing to spend 10 a person, then maybe you're gonna really easily get business. Quite frankly, the person who spends the most is usually the person who's going to get the most customers. That doesn't necessarily mean that they're going to be profitable, but if someone's willing to bleed their bank account dry and spend a grand to get a customer that's worth a hundred bucks, sure, they're probably going to win that customer over you spending five dollars.

So, I digress. Um, I like mailers. I think that the best way to do mailers is to make something different and unique that can still be shipped for a relatively cheap price. Otherwise, you go really far in the opposite direction and you make something that's clearly, that clearly takes effort and clearly shows that you do in fact give a shit.

It's gotta be useful, not kitschy or whatever, so all of the marketing companies that sell you like, branded pens, and we got you a stress ball no. No. No. No. Fuck that. Look, when I tried to get home advisor leads, when I talked to them, do you know what they sent me? They sent me Straight up,

they sent me a water bottle. A stainless steel water bottle.

That water bottle sat on my counter, mostly unused for years. I never forgot about it. It's useful. It would be useful to the people who they sell to, the contractors. And while it might cost a little bit more to send it out, The value of their customers is so dramatically high that it makes a lot of sense for them to do that.

Yeah, of course they're gonna send a 5 water bottle at a 5 10 cost. So they're gonna spend another 15, let's say, on each person that calls in. Because they make that back the first time that you buy anything. You feel me? Cool. Cool. So, there you go. I mean, that's, that's the comparison for you. Of course there is door knocking as well.

Um, can't forget about door knocking. How do I feel about door knocking? Ultimately, you know what? It works. I don't love it. I just don't love it. I don't love it. I don't love it. It takes forever. Um, you're spending the most time going between the most places. And, no matter what you do, like, if you do it in a very direct location, then to just be real with you, like, if you're doing it at a point where you can walk over to the next place, it's not gonna take you very long.

to hit up, you know, 30 to 50 homes or whatever. But it's also not going to get you the results that you necessarily want because of that. If, on the other hand, your stuff is more spread out, then it will take you a bit longer to get to these places. Um, but, you know, the caveat is,

it'll take you longer to get there, and in the same amount of time that you could have spent doing that, driving the five minutes between locations, you honestly could have sent out a mailer. And you probably would have gotten better results. Just to be real. You probably would have gotten better results.

So what does all this mean? What are, what are our conclusions from this, from a guy who's scaled up all of these campaigns? Who's done all of this? Uh, what do I consider to be the best possible outreach strategy? I would say, um, it varies depending on whether you are B to B or you're B to C. But ultimately, you need to start with a solid list, uh, and then you move on from there.

Otherwise, nothing's going to work. If we're talking about B2B, then we want to start with some cold email, we want to add in some mailers, and we want to add in at least one voicemail. The reason we do all of this is because now we're hitting people on every front that we can, and we're following up with them multiple times, when we know that they're in the market.

Um, if we're doing B2C, I would say, best practice is really to start with, uh, really solid mailers, more so than anything else. I think that solid mailers make a huge difference. There's a lot of things we can do to go out to do PR. There's a lot of things we can do to do, like, publicity stunts. Uh, and these were kind of more where I would actually focus on if we were doing B2C, rather than trying to do too much in the realm of, like, cold calling and the like.

Depending on what you're selling, right? Depending on what you're selling. But in general, I would say I would start with great mailers, I would move on to, um, great cold calls, and just kind of leave it at that for me to see. But, yeah, that's all I got for you for today, so I hope that was, uh, was fun. See ya.

“Very rarely does one "convince" anyone to purchase anything. The best salesmen understand this, and focus on educating their prospects first & foremost, allowing them to convince themselves.” ~ Synclair

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