Cold Outreach & DM Playbook
Cold outreach works when it feels warm. This playbook shows you how to research, personalize, and follow up in a way that starts conversations instead of burning bridges.
Week 1: Targeting & Research
Build your prospect list and research each contact. Define your Ideal Customer Profile: company size, role, industry, pain point Build a list of 50 prospects using LinkedIn Sales Navigator or manual research For each prospect, note: their role, a recent post, a shared connection, or a pain point Segment your list into tiers: Tier 1 (high-value, deep personalization) and Tier 2 (lighter touch) Set up a tracking spreadsheet: name, channel, message sent, response, follow-up date
Week 2: Message Crafting
Write personalized messages that earn replies. Write 3 DM templates: compliment-first, problem-first, and mutual connection Write 3 cold email templates: value-first, question-first, and case-study Personalize each message with 1-2 specific details about the recipient Keep messages under 100 words - short = more replies Never pitch in the first message - aim to start a conversation A/B test two subject lines for your email outreach
Week 3: Outreach Execution
Send messages and manage responses. Send 10 Tier 1 messages per day (deep personalization) Send 15-20 Tier 2 messages per day (lighter personalization) Engage with prospects' content before DMing them (like, comment, share) Reply to every response within 2 hours during business hours Track response rates: aim for 15-25% reply rate on DMs, 5-10% on cold email Follow up after 3 days if no response (never more than 2 follow-ups)
Week 4: Optimization & System
Analyze results and build a repeatable system. Review your response rates by template and channel Identify your best-performing message format and double down Create a follow-up sequence: Day 0 (send), Day 3 (follow-up 1), Day 7 (follow-up 2, add value) Build a weekly outreach routine: 30 minutes research, 30 minutes sending, 15 minutes following up Document objections you're hearing and prepare responses Set ongoing targets: 50 new outreach messages per week, 10 conversations started
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