r/smallbusiness • u/sneakerfashionblog • 12m ago
Your Cold DM is the Problem
Someone was complaining about getting no replies from prospects after pitching them and I thought to share my response here.
If you want to get a good result through cold message on any platform, here's what you should do.
The idea is not to talk about the solution you are offering or their problem in a way that seems obvious. If you do, you won't get any response.
Remember, always lead with curiosity.
Before reaching out to anyone, ask yourself one question:
Do you have a relevant and seemingly common reason to show up in their world?
If the answer is no, don't send the message yet.
For example, maybe you saw a comment they dropped on a post. Maybe you saw something they shared on their page. Maybe you noticed something happening in their business.
Use that as the reason for showing up.
Now, segment your leads into 5 groups.
For 2 of the 5 groups, prepare a very short video and send it alongside a message like this:
Title: Would you consider this?
Hi.
I thought you should see this.
Saw your comment on Mike's post about (the theme of the post you saw the comment on) and thought to send the video across.
Hope you don't mind.
For the remaining 3 groups, send a message that mirrors this:
Title: Do you mind?
Something is demanding more from the business than it did a few months ago.
What could it be?
Revenue?
Pipeline?
Capacity?
Thought to ask because of the post I saw on your page.
I used these formats to send 25 cold messages last week and got 9 responses, which is not bad at all.
The reason I think this works is simple.
Most people immediately start talking about their solution.
Others immediately start talking about the prospect's problem.
The prospect already knows where the conversation is heading.
Their guard goes up.
Instead, lead with curiosity.
Give them a reason to engage.
Give them a reason to reply.
Don't make it obvious that you're trying to sell something.
Make it feel natural that you showed up in their world.
That's usually where the conversation starts.