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Why you might want to go with hand-crafted cold emails:
You hit send on an email you've spent hours crafting. It's addressed to the CTO of your dream client, and it includes a detailed analysis of their website's performance issues - something you uncovered during your research. Two days later, you get a reply: "This is impressive. I've been losing sleep over these exact problems. Let's talk." Your heart skips a beat. This is why you put in all that effort.
To get here, you'll need to:
- Develop a deep understanding of your Ideal Customer Profile (ICP)
- Spend considerable effort on research to find the right people to contact
- Come up with a compelling "doorway offer" that provides immediate value
- Learn some copywriting to get people to open, and then read and respond to your emails
Why you might not want to go with hand-crafted cold emails:
It's been two weeks since you sent out your last batch of 20 meticulously crafted emails. You've heard nothing but crickets. You're starting to question if all those hours of research and writing were worth it. The thought of starting the process all over again for the next batch makes you want to curl up under your desk.
This might be you if:
- You struggle with writing persuasive copy
- The idea of reaching out to strangers makes you uncomfortable
- You lack the patience for deep research and personalization
Who you need to be to make hand-crafted cold emails work for you:
You're the type of person who:
- Enjoys diving deep into research, getting to know potential clients
- Can handle rejection and radio silence without losing motivation
- Finds satisfaction in building one-on-one relationships
What you can expect:
- Timeline: This can have very quick returns if you know your target market and have a good doorway offer. You’ll spend many hours per lead, but can get as much as 50% response rate.
- Audience: You can reach decision-makers at companies of any size, provided you do your research well.
- Benefits beyond leads: Deep industry knowledge, improved copywriting skills, and occasionally, unexpected allies and mentors.
A word on "permissionless apprenticeship":
Consider going the extra mile by including a piece of free work with your introduction. This could be a brief UX audit, a performance analysis, or even a mock-up of a potential feature. This approach can significantly increase your response rates and help you stand out from the crowd.
Remember, the goal isn't to send as many emails as possible. It's to send the right email to the right person at the right time. Quality trumps quantity in this game.
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