Have you thought about cold emailing to get clients?
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Let me guess what led up to it. You probably…
1:Ran out of Connects on Upwork so you turned to Linkedin.
2:You realized you don’t have a clue what to do on LinkedIn so you searched ‘how to get clients’ and discovered a bunch of blogs.
3:A bunch of so-called ‘expert’ bloggers told you to find clients cold emailing.
You downloaded a free guide, got inspired and sent a bunch of cold emails….only to hear nothing back.
Here’s the thing…Cold emailing sucks.
Cold emailing is:
*Has Little Fiscal Return
Here’s the thing you don’t realize. Successful cold emailing requires so much talent to do it right that if you are getting responses to cold emails you are losing money!
So why do so many so called ‘experts’ tell you to do it? Well they aren’t really experts.
‘Wait, what? They have nice sites, tons of followers, and make $40K-$60K a year!’
-You And Most Bloggers Who Promote Cold Emailing
If you believe that this constitutes success then you are making the mistake of correlating results with quality.
Making money with cold emailing means you are leaving more money on the table.
I’ve had a lot of people write me about this in the last month. I decided to finally put this question to rest.
Here’s the three most important why you should quit cold emailing today along with.
The 3-Reasons Cold Emailing Doesn’t Work
Why am I railing against cold emailing? People are getting clients with it only to end up fighting project creep.
I don’t disagree that people can use cold emailing to get clients. My disagreement is that cold emailing is the least effective methods to get clients you can use! People like cold emailing because it is satisfying.
You find emails, you send emails, and it’s done. People like closure. Here’s the thing though…
If you can write cold emails well enough to secure work then you are leaving money on the table. This brings me to my first point
1:You Probably Don’t Write Well Enough For Cold Emailing To Work
Writing cold emails that convert is an art. Great copywriters spend years learning how to do it.
Sure you can mass blanket hundreds of businesses with that trendy template you picked up but here’s the thing…You are wasting your time.
The time you spend sending cold emails could be spent pursuing effective and higher paying ways to get clients where even if you don’t land the client right away, you’ll be positioned to get their work in the future
Also, if you are doing the work and personalizing cold emails that are converting then you are leaving money on the table!
If you write well enough to get clients to respond then cold emails are costing you money. Why? Opportunity cost.
2:Cold Emails Have A Massive Opportunity Cost
Opportunity cost is what you trade in options, time, and energy to do something. The so-called ‘experts’ don’t understand that opportunity is a form of currency.
Cold emailing means ignoring more productive and higher paying pursuits of client acquisition.
‘Wait, if that’s true…Why do people cold email then? Why don’t they do this other thing?’
This is a great question. I mentioned above people cold email, even with more effective options being available because it produces immediate satisfaction.
There is something satisfying about cold emailing even though it’s a bad use of your time. To really understand this read Daniel Kahnmen’s amazing book ‘Thinking Fast And Slow’.
In the book Daniel explains that, as animals, we also think with our feelings. We love gratification and sending an email has a sense of accomplishment.
This is unlike a networking strategy where you are constantly waiting and creating opportunities to start conversations with people organically.
Now you know the opportunity cost of cold emailing, the skill cost, but we still need to cover the biggest loss when you cold email a client, authority.
3:Cold Emails Lower Your Authority In A Client’s Eyes
Do you want to charge big money for multi-month projects?
Do you want to do this with clients you like with projects you love? You need to build authority.
Authority is key to attracting and booking premium work. Cold emailing doesn’t create authority. When you cold email a client you are asking permission to work for them.
Authority doesn’t ask permission. Every relationship you create with cold email is one where the client is in control.
You don’t want to be in relationships you aren’t in control of. Cold emailing leads to an ‘I work for you’ mentality. You don’t want that. You want to promote a mutually beneficial mindset of ‘We work together.’
So what should you do? Create authority through networking, content promotion, niching into your industry.
The One Person Who Proves This Wrong And Why It Doesn’t Apply
Do you know who Laura Lopuch is? Probably not.
Laura is one of two cold emailers I know that actually run a successful business. In fact, the people promoting cold emailing as a viable growth model don’t really understand the freelancing business.
‘Wait, Laura built a 6-figure year doing it. It must work.’
Here’s the thing, Lauras is an amazing writer and marketer. Her cold emailing got her work with Ramit Sethi and other online giants. Regular writers won’t land those gigs.
She wrote up her exact strategy on Copy Hackers.
If you are thinking about using cold emails read her post. Take notice of how informed she is on her niche market she was cold emailing. Laura knew her stuff and could write well.
Most people who cold email are trying to build a client roster and would be better served to create authority and developing relationships with clients.
Want Help Building A Client Roster Without Cold Emailing
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