The Cold Email that Changed My Business Forever (+ 4 mistakes most people make when cold pitching)
A lot of people don’t know that I grew my business without social media.
I even hired my first full-time team member before having an “audience.”
I transitioned from “marketing freelancer” to “marketing agency owner” pretty seamlessly thanks to one simple email.
Properly timed.
Properly worded.
And beyond that… with my heart on my sleeve.
I know it’s “cool” to have thousands, or tens of thousands (or way more!!) people publicly declaring their approval of your work via that simple IG follow…
…to the point where people assign it as an indicator of success.
…where the SECRET to all their business problems is a bigger audience.
But it is NOT necessary for the business or impact you want.
Back to that email…
Almost a decade ago now I sent that email — the one that changed the entire trajectory of my entire career.
It was to someone I DREAMED of working with. Like, #1 person of all people I wanted to work with.
She had created an online course that changed my life. She was brilliant, funny, with a truly unique perspective of life as a whole.
And she said yes.
She said yes to a follow up call.
And then yes to the proposal I sent.
And we kept working together for years.
That one email opened so many doors.
To collaborations. To new clients. To me being able to hire people + raise my rates again and again.
It even allowed me the time freedom to build an “audience” over time, in alignment with my longer term goals.
This is the magic of a cold pitch, done right.
Cold pitches get a lot of flack. UNDERSTANDABLY.
Most cold pitches are like a guy at a bar asking out anything that moves he doesn’t care about you - he just has 1 result in mind.
But cold pitches – to the right people (people you yearn in your heart of hearts to work with), with the right prep and intentions and wording – can change the entire trajectory of your business.
They’re like portals to an entirely different reality.
DID YOU MISS THE ANNOUNCEMENT??
On June 20, Simone Seol & I are leading a 2-hour workshop, called Cold Pitch Magic.
Cold pitches work for getting dream clients, fundraising for causes, getting free stuff, landing dream collaborations, selling your art, and so many other ways.
It’s $45. Click here to save your seat.
What is a Cold Pitch?
A cold pitch is as simple as sending an offer or invitation, or making an ask, of someone you don’t already know.
What makes it sleazy in most cases is that most people will cold pitch with ZERO INTENTION of actually getting to know you.
It’s transactional + heartless + you can feel it.
But that doesn’t have to be you!!
First, let’s make sure you don’t make these common mistakes…
4 Mistakes that most people make when cold pitching or cold emailing
Mistake #1: Quantity over Quality
When most people cold pitch or send a cold email, they spray out as many copy and pasted DM’s or emails as possible on the rogue chance that one person out of dozens (or hundreds) might be interested.
You’re just a number in a crowd. A checkbox for the day.
‘Did I send out my 25 cold DM’s today?’ ✅
You’ve probably got an email or DM like this. And what do you do with it?
Immediate delete/block with a growl of annoyance for coming up in your space.
Often, pitches like that are wildly off the mark & irrelevant – like Simone Seol with her multi-million dollar business getting DM’s from folks telling her “I can help you get to 6-figures!”
🤮🤮🤮🤮🤮🤮🤮🤮🤮
But emailing people who don’t know you about your work - so that you can help them or collaborate or invite them on your podcast or make an ask - IS NOT INHERENTLY GROSS.
The first key is to choose quality over quantity.
Think of your top 10 people EVER that you’d love to work with or sit down for dinner with or get a testimonial from.
What if one of them said yes?
It would be worth spending HOURS researching them, thinking about them, getting to know them, figuring out how to get into contact with them…
Sending out as many pitches as possible is actually a COWARD’s approach 🙈
Because instead of putting your heart on the line and asking for what you want and risking rejection… you’re choosing the easy route of ‘more people = more potential for a yes.’
Mistake #2: You make the YES more important than the relationship
If you pitch your dream person to work with you + they say no, OR *gasp* THEY DON’T RESPOND AT ALL —
— and it gives you a bad taste in your mouth about the person…
Don’t pitch them.
Listen, you are not entitled to anyone’s attention. ESPECIALLY PEOPLE YOU DON’T KNOW.
*Clean* cold pitching that doesn’t feel icky requires a certain level of detachment. Where there are zero expectations on your end.
If there are expectations, then you’ve put the YES above the relationship. You’ve made it transactional.
Because here’s the truth:
Cold pitch magic is about the power being in YOU, not about the power someone can give you by saying yes.
Cold pitch magic happens when the pitch isn’t about the “Yes,” it’s about the relationship…
(And honestly, when you have detachment + zero expectations, you’re more likely to get a “yes,” or a “no but what about this other person or other thing.”)
Mistake #3: You make it all about YOU
If you email someone and tell them how badly you want to work with them for XYZ reason, that’s awesome - people love compliments - but if you don’t make it hella clear why it benefits THEM to work with you, then it’s not likely to land.
People are busy. The person or brand you’re dreaming about is definitely busy. And you better bet they get a lot of people asking them for things.
This is extra true if you’re applying for a job, asking for a raise, or telling a long-time client that you’re raising your prices.
While it may be true that one reason you’re raising your prices is because you want to make more money or to have a more spacious schedule… but they person you’re talking to doesn’t give a real fuck about that!
What’s in it for them?
→ Me knowing this allowed me to nearly DOUBLE my prices with long-term clients a few years back, with zero push-back or questioning. It was a no-brainer for them because I made it clear what was in it for them.
Mistake #4: You don’t do your homework
Cold pitch magic (that pitch that alters your business & life forever) happens when they’re wonderfully timed with what your dream person/collab is up to.
It requires you to be a fan of their work.
To KNOW what they’re up to.
To understand their values, their mission, their goals.
If you don’t do this, then the pitch won’t feel honoring – it’ll feel icky.
The truth is: The pitches that matter are worth the long game.
They’re worth the time and energy to devote to that relationship.
It’s like charging an altar space. To activate the magic, you have to infuse it with energy on the front end.
Cold Pitch Magic: Master the art of cold pitching
My new 2-hour workshop with Simone Seol is live on June 20th, 8-10 pm ET.
You get lifetime access to the recording, so even if you can’t make it live, you definitely want to sign up 😘
