A few days ago, I interviewed Tom Render, a very successful copywriter and marketing consultant.
Formerly, Tom used to write copy at Agora, a job he got via cold outreach.
After Agora, Tom went out on his own, and got himself a series of clients, some paying him $20k, some as much as $500k, again by cold outreach.
I interviewed Tom about his cold outreach philosophy and his various cold outreach campaigns. After the interview was over, Tom said:
===
I see cold outreach quite differently from most people. When you look at the people online who teach it, it’s horrible. It’s spam city. And people get this idea that cold outreach is really hard. It’s not hard. And it’s not horrible in any way. If you find it hard and horrible, you’re doing it wrong.
It’s the same as making friends, or dating. If you’re finding it hard and horrible, you’re doing the wrong thing. It should be fun and interesting. Pick cool people you want to hang out with, and then send them cool shit. It’s not that complicated.
It is something copywriters really need to learn. Even our agency gets inundated with messages people have clearly pasted to a million other people. And I’m like, do you understand how backwards this is? Would you make an ad for one of our clients and just copy and paste it across six different brands? Because that’s what you’re doing with your own brand.
I find it weird that copywriters are like this. So good at writing ads for their clients, but not for themselves. And I do get it. I should write a daily email, clearly. But I never bring myself to do it, for all sorts of reasons. One of them is this. There’s a plethora of work out there that’s so easy to get. It’s not even difficult. People want to work with nice people. That’s it. So be nice.
===
I think Tom underestimates the talent he might have for being cool and figuring out what stuff he could send people that they would find interesting and valuable.
But maybe, if you listen to the interview Tom and I did, and hear various examples of cold outreach campaigns Tom’s done, you will get some cool ideas of your own. You can also hear what Tom would send me if he wanted me to pay him (nobody’s pitched me this before, and I can tell you I would say yes in a heartbeat).
Tom’s interview is part of an offer I am making right now, until the end of today, called Cold Outreach Fastlane. If you wanna find out how to get Cold Outreach Fastlane for free, before the deadline runs out: