There’s good and there’s bad when it comes to cold outreach

Know the difference and use it wisely in emails and DMs

Mike Holden
2 min readJan 10, 2024
Photo by Stephen Phillips - on Unsplash

There are two types of cold outreach. It’s important to distinguish between the two types because one is mostly awful and the other can be awesome.

The first type is the one where people just spam everyone with the same cold message, asking them to buy something or to hop on a call where they will ask them to buy something. These pretty much suck. “Hey, you don’t know me. Let me sell you this!”

The second type is where you send a very personal message to someone and you don’t necessarily ask for anything and, if you do, it’s not for them to buy something immediately. You’re reaching out one-on-one to someone, hoping to establish a relationship. Maybe it’s someone you admire, or hope to partner or do business with. These can be great.

My advice: avoid the first type and use the second type wisely.

Here’s where you can read more of my thoughts on how not to cold pitch.



Mike Holden

Marketing leader with 20 years of experience. Dad of 6. Get ideas in the No Budget Marketing newsletter.