The mindset that changes everything

Treat each contact as a real person rather than a name on a list. Generic mass outreach trains people to ignore you. Specific, well-researched outreach treats their time and situation with respect, and stands out simply by being unusual in that respect.

Pick a narrow, real list

Fifty researched names beat a thousand scraped addresses. Define exactly the kind of business you can genuinely help, then build a short list manually. Quality of targeting matters more than volume.

What a good cold message contains

  • A specific reason you are contacting this person.
  • An observation or insight relevant to their business.
  • A clear, modest ask: a short conversation rather than a contract.
  • Respect for their time: short, direct, easy to set aside guilt-free.

What kills a cold message

  • "Hi [first_name]" with obvious automation showing.
  • Long pitches about your services and history.
  • Vague openings like "I hope you are well".
  • Asking for a 30-minute call straight off, with zero context.

Follow up, briefly

A short follow-up a week later, referencing the first message, doubles response rates. After two unanswered follow-ups, stop. Persistence at that level becomes pestering, and damages your reputation more than missed opportunity costs.

Stay legal

EU and Dutch rules around unsolicited contact, especially to consumers, are strict. B2B cold outreach for relevant purposes is generally allowed but must include clear identification and a way to opt out of further contact. When in doubt, lean on the side of caution and personalisation.

Tip: the highest-converting cold outreach often feels anything but cold. Reference a specific article, post or talk by the recipient, and the conversation becomes warm instantly.

What comes after this

Further along the same line: Following Up on Quotes, Acquisition for Starters and Using Discounts and Packages Wisely.