Estimated Reading Time: (7-15 minutes)

The Roadmap Series:

So far we have gone through:

1. The Irresistible Offer Framework (Part 1 to 3):

   A step-by-step guide to creating irresistible offers, boost your sales and generate more revenue.

2. The Perfect Headline Framework

   How to use pain points, numbers, copywriting tactics, and power words to trigger engagement and action from your audience.

3. The Landing Page Copywriting System:

   Learn how to develop the best-performing Landing Pages in the industry with a system that shows you how to use the exact structure, language, copywriting tactics, and sales strategy that you need to succeed.

4. The Lead Nurturing System:

   4-Step Strategy To Turn Internet Wanderers Into Long-Term Customers.

5. The Lead Capturing System:

   How to develop a killer opt-in page & capture leads like a marketing expert.

6. The Lead Magnet Framework:

   How to create irresistible lead magnets and force the contact details out of your prospects.

7. The Content Creation System:

   How I've built a total audience of 1,600 raving fans across multiple platforms in only 3 months, generating $15,000 in pure organic revenue.

8. The Content Distribution System:

   How to develop a 90-day Content Backlog in just 1 week of condensed work.

9. The Personal Brand Framework:

   How to build a massive personal brand and make yourself the go-to expert.

10. The Copywriting System

    8 Proven Concepts to Turn Yourself Into a Copywriting Machine

11. The Networking System

    How to engage, communicate, and network with other creators on social media.

12. The Warm Outreach System

    How to find your first 5 clients for your business.

We already know:

• How to develop offers

• How to create hooks & headlines

• How to develop a Landing Page

• Nurture Leads

• Capture Leads

• Develop Content

• Distribute Content

• How to develop a personal brand.

• How to develop high-converting copy.

• How to build a network of other creators in your space.

• And how to contact and close your first 5 clients.

The next natural problem that you will encounter is to reach out to complete strangers.

This week I am going to reveal…

A secret system that helped me develop a reliable source of acquisition, bringing 10 to 30 qualified leads per month to my business.

I call it The Cold Outreach System.

With this strategy, you will be able to:

• Build a new source of revenue.

• Get more clients and sales you can handle.

• And build a complete acquisition channel with 0$ out of your pocket.

That being said, let's dive in:

Warning: This is a very long framework, I recommend sitting down, getting rid of all distractions, and fully focusing on understanding the key principles of what makes a cold outreach system.

This is all you need to know about Cold Outreach - the ultimate resource!

I’m giving all of this information for free…

So you don't need to pay thousands of dollars for coaching, courses, or digital products.

Introduction

You need to let people know about the stuff you sell.

Especially when starting out.

The good news…

You can do this with no money out of pocket.

Just time & effort.

This is the "work your way in".

This framework is very similar to “The Warm Outreach System” of last week.

This is because you are, in essence, applying the same strategy.

In this case, instead of writing to people in your circle…

We will reach out to people that never heard of you before.

(This framework is inspired by 100M Leads by Alex Hormozi)

What is Cold Outreach?

We advertise to people who don’t know us — Cold audiences.

If you can figure out a way to contact somebody one-on-one, you can use it for cold outreach.

• You knock on 100 doors.

• You make 100 phone calls.

• You send 100 direct messages.

• You send 100 voicemails.

All these are examples of cold outreach.

Cold outreach has one key difference from warm outreach: trust.

Strangers don’t trust you.

And compared to people who know us…

Strangers present three new problems:

1. First, you don't have a way to contact them.

2. Second, even if you can contact them, they ignore you.

3. Third, even if they give you their attention, they’re not interested.

Let me describe what these problems look like in the real world:

Cold Call:

• If you’re making cold calls, you don't have their phone numbers.

• Even if you do, they don't pick up.

• If they pick up, they hang up on you.

Cold Email:

• If you're sending cold emails, you don’t have their email addresses.

• Even if you do, they don’t open the email.

• Even if they do, they don’t respond.

Now that we got that out of the way, the order we solve these problems is:

1. Get a way to contact them

2. Figure out what to say

3. Contact them until they’re ready and able to listen

Pro tip:

Cold outreach is a numbers game.

The more people you reach out to, the more engaged leads you get.

Build a List

With cold outreach, unlike any other way of advertising, we get to be as specific as we want.

• Only want to talk to hedge fund managers managing over $1B? Done.

• Only want to speak with golf apparel retail store owners over $3M in sales? Done.

• Only want to talk to influencers who get over 50,000 unique page views per month? Done.

Now, you probably don’t have a way to reach out to 1000 perfect-fit strangers.

The first step of the process is to find them.

There are three different ways to get a lead list:

1. Software: Software is usually my go-to when I want a lead lis.

   My favorite one is Apllo.io.

   The software then spits out names, job titles, contact information, etc.

2. Brokers: I pay brokers to assemble a list of targeted leads.

3. Manual Scraping: If neither of those works, I manually scrape a list of names myself.

   I join groups and communities that I think have my audience.

   When I find people who meet my qualifications, I check to see if they have ways to contact them in the group’s directory – like links to their social media profiles, etc.

   If they do, I add them to my list.

   If they don’t, I can reach out to them within the platform itself.

Personalize Your Message

There are two important factors I emphasize to get strangers to engage:

Personalization and big fast value.

This is important because they don't know us and they don’t trust us.

We’ve gotta overcome both issues in a matter of seconds.

Problem 1: They Don’t Know Us →Personalize (Act Like You Know Them)

To get more leads to engage, we want the message to look like it’s from someone they know.

The best way to do that is to actually know something about the person you are contacting.

Personalization is what gets your foot in the door to get the sale.

Do a little research on each lead before you send them a message.

Look anywhere you can find information:

• Social Media Profiles

• Posts

• Website

• Etc.

This comes in handy for personal subject lines on emails, the first few messages in the chat, or the first few sentences someone hears.

Even if someone doesn’t know you…

They will appreciate the time you took to research them.

This tiny effort goes a long way.

Problem 2: They Don’t Trust Us → Big Fast Value

The key difference between people who know you and cold strangers:

Is that strangers give you far less time to prove your worth.

And, they need a lot more incentive to move forward

So make your life easier by “giving away the farm.”

We’re not trying to tickle their interest…

We’re trying to blow up their minds in thirty seconds.

On the message — present directly your offer, offer a lead magnet, or both.

It gives the person a strong reason to respond.

Make sure it is valuable…

If it’s not, or it’s mediocre, you’ll blend in with the ocean of people trying to get their attention. And they’ll treat you the same…

They’ll ignore you.

The goal is to demonstrate big value as fast as possible.

Give away something for free that people would normally pay for.

Problem #3: "I’m not getting enough chances to tell people."

Once we have:

• Our list of names

• Personal info

• And Lead Magnet

• We need to get more strangers to see it.

We do this in three ways:

• First, we automate delivery to the greatest extent possible.

• Next, we automate distribution to the greatest extent possible.

• Finally, we follow up more times in more ways.

1) Automated Delivery.

Automating delivery unlocks huge scale.

This means you get more engaged leads per unit of time.

(even if fewer engage by overall percentage)

Here’s the difference between manual and automated delivery:

Manual Examples:

• A live person can say a script to someone over the phone.

• You can send a personal voice memo to each lead.

• A person can write a handwritten letter to every person on the list.

• If it takes a person time to convey the message each time, it’s manual.

Automated Examples:

• We can send a pre-recorded voice memo to someone’s direct messages.

• We can send a pre-recorded voicemail to someone’s voicemail box.

• We can send templated emails to an inbox or a templated text to someone’s phone.

• We can send a pre-recorded video. Etc.

You record your message one time and then send the same message to everyone.

THAT is automation.

2) Automate Distribution

Once we have our messages prepared, we gotta distribute them.

Manual examples:

• Dial each phone number.

• Click send on each email, direct message, text, etc.

Automated examples:

• Use a robot to dial multiple numbers at a time.

• Send a blast of 1000 emails, texts, voicemails at one time. Etc.

Generally speaking, you sacrifice personalization for scale.

You get a higher response rate with personalized messages.

The fewer leads you have, the less automation you should use.

For example, if there are only 1000 hedge fund managers who meet your criteria, you’re gonna wanna personalize every one of them.

On the other hand, if you’re targeting women 25-45 trying to lose weight…

There are tens of millions of them.

So you can get away with less personalization.

3) Follow up. More times. More ways.

There are two more ways you can get more from your list of names.

First, you try to contact them more than once.

Shocker.

But wanna know something crazy?

Most people don’t.

Here’s a different way to think about it:

Imagine you really needed to get a hold of your parents.

It is an urgent thing.

What would you do?

You’d probably call them, text them, leave a voicemail, etc.

If they still haven’t responded…

What would you do?

You'd call and text them again (probably shortly thereafter).

It's the same way with prospects.

They are in danger of living life without your solution. Be a hero. Save them!

The more ways you try to contact someone…

The more likely you are to contact them.

People respond to different methods.

For example, I never respond to phone calls.

But, I reply to direct messages far more.

Contacting someone multiple times multiple ways shows them you are serious.

And doing so…

It communicates you have something important to discuss.

Personally, I like to email first.

Do you know why?

Because most people don’t respond.

If someone doesn’t respond to one of your reach-out methods, use that as a reason to follow up with another method.

“Hey, I’m calling you to follow up about my email.”

We either get a response or a real reason to reach out again.

We win either way.

And once you do get them booked for an appointment, expect more than one conversation.

Remember, we’re contacting complete strangers.

Outreach takes more touch points with people who don’t know you.

So expect two to three conversations before a higher ticket sale.

3 Problems → Solved

Contact each lead multiple times in multiple ways.

Once you finish contacting your list, start back at the top again.

This actually works for three reasons:

1. Because they simply may not have seen your first series of messages.

2. Even if they do see it, it may not have been a good moment to respond.

   People's schedules change every day.

   And there are times…

   When people can’t respond to you even if they want to.

   So the more opportunities you give them to respond, the greater the chance they will.

3. Their circumstances may have changed.

   They might not have needed you then, but need you desperately now.

   Imagine a person you message about losing weight before the holidays.

   At that time, they fit into their ‘skinny’ jeans, so they feel no pain.

   They probably wouldn’t respond.

   But after they gained ten lbs over the holidays…

   They may all of a sudden be in desperate need of what you offer.

After you’ve attempted to contact them multiple times, multiple ways…

Wait three to six months.

Then, do it again.

This Sounds Hard, Why Bother?

Most people dramatically underestimate the amount of volume it takes to use cold outreach.

They also underestimate how long it takes.

But there are 6 enormous benefits to using cold outreach:

1. You don’t need to create lots of content or ads.

   You focus only on one perfectly crafted message you convey to all your prospects. Your only goal is to make that one message better every day.

2. Your competition won’t know what you’re doing. Everything is private. By that fact alone, you can continue to operate in secrecy.

3. It’s incredibly reliable. All you have to do to get more is do more. A certain amount of input creates a certain number of responses.

4. Fewer platform changes. Private communication is rarely subject to platform changes. Whereas public platforms change rules and algorithms every day.

5. Compliance is less painful. Many platforms have stringent rules around claims you can make about the stuff you sell.

   Some also ban certain industries altogether (tobacco, firearms, cannabis, weight loss, etc.).

   With cold outreach, you don't need to deal with any of this.

6. Hard to Copy: And, many steps are invisible.

   They don't know how you scrape your lists.

   They don't know how you personalize your messages.

   They don’t know what software you use to distribute the messages etc.

   On top of that, they’d still need to learn how to hire, train, and operate a team of people who can do each step. Once you have a head start, it compounds with time.

Scale & Grow

Here’s the reality of cold outreach...

It’s a numbers game.

Just some quick-and-dirty stats for you…

It takes an average of 8 touch points before a sale.

The average conversion of cold calls is 2%.

You could look at that and be intimidated, or think it’s not worth it, but I look at it as almost a cheat code for success.

Very few people are willing to put in the work, and that’s why I know I'll win.

Because while fine-tuning your offer and audience is essential...success sometimes boils down to sheer effort.

Or in the words of someone much more successful than me, Alex Hormozi -

“Most people have a dramatic underestimation of how much volume it takes to be successful.”

Outreach Checklist

If you forget everything in this article, remember this checklist:

• Who puts in the work: Yourself

• What: Hook + Lead Magnet/Core Offer

• Where: Any private communication platform

• To Whom: List: Scraped, bought, or software used.

• When: Everyday, 7 days per week

• Why: Get leads to engage to sell stuff.

• How: Live calls, voicemail drops, email blasts, text blasts, direct message texts, video messages, voice messages, direct mail pieces, handwritten cards, etc.

• How Much: 100 Per Day

• How Many: Day 1 - 2x, Day 2 - 2x, Day 7 - 1x

• How Long: As long as it takes.

By following these tactical steps, you'll become an Outreach Master who yields impactful results and sales for your business.

There you have it, the Cold Outreach System.

I hope you found these helpful.

Take some time this Monday to begin implementing what I've shared here today, and then hit me up on Linkedin in a few weeks with an update.

Let’s build together!

Sebastian Morino

P.S. Whenever you're ready, there are 2 ways I can help you:

1: Build your clarity, systems, and growth with 1:1 consultations here.

2: Follow me on Twitter, LinkedIn, and Threads for more operating systems, marketing tips, sales funnels, and automation systems.

If you find this helpful, and you think It can help someone else…

Share this post with another entrepreneur!

P.S.S. A few days ago I said in a post I was developing a content strategy system that would include the following:

• 90 days worth of content (ready to go)

• 25+ Hook formulas

• 4 Linkedin Carousel Template.

• 3-month roadmap from 0 to 1000 followers.

• And much more.

I will develop a complete system with all these tools inside in the following weeks.

The name will be “Content OS”

Stay tuned for that!

See you again next week!