Treat each contact as a person
Treat each contact as a real person with a specific problem. People quickly ignore general mass messages. If you base your message on real research, you respect their time, and people notice you.
Make a short, well-researched list
Fifty names you have researched are worth more than a thousand addresses collected automatically. Define the kind of business you can really help, and then build a short list by hand. Choosing the right people is more important than sending many messages.
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: only a short conversation.
- Respect for their time: short, direct, and easy to ignore with a clear conscience.
Mistakes in 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 in your first message, before the person knows why.
Follow up, briefly
If you send a short follow-up a week later and mention your first message, you get twice as many replies. Stop after two unanswered follow-ups. If you send more, you annoy people. You then lose more in reputation than a missed opportunity would cost you.
Stay legal
EU and Dutch rules on unsolicited contact are strict, especially for contact with consumers. Cold outreach to businesses (B2B) for a relevant purpose is generally allowed. Your message must say clearly who you are and give a way to opt out. If you are in doubt, be careful and keep the message personal.
See the Dutch holding structure for what you save with a holding above the operating company, and what it involves each year. To keep both companies in good standing, see corporate secretarial services in the Netherlands.
Further reading
You can also read Following Up on Quotes, Acquisition for Starters and Using Discounts and Packages Wisely.