Happy Sunday.

Last week, we talked about tapping into your existing network to find new clients.

If you missed it, here’s a link to recap.

This week, we’re taking it a step further: cold outreach.

Now, before you roll your eyes or feel that twist in your stomach, we're not talking about spammy sales messages or copy-paste DMs.

Done right, cold outreach doesn’t feel cold at all.

It feels familiar.

And really, that’s the secret to it.

The best people to reach out to are a version of you from the past.

Think about it:

• A previous job you had
• An industry you used to work in
• A problem you struggled with (that you’ve now solved)

When you reach out to people who are walking a path you know well, it doesn’t feel random or awkward.

It feels like you’re reaching back and lending a hand to someone you understand.

It gives you an instant bridge with something real in common.

And if you align it to one of the big 4 motivators -> health, wealth, relationships, or time, it’s even stronger.

Because those are the areas where people are always looking for help.

The Principles of Great Cold Outreach

Whether you’re sending a LinkedIn DM or an email, the same core ideas apply:

1. Personal and Specific Always Wins

Forget generic praise like “Love your profile” or “Impressive background.”

Instead, notice something real:

· A job they’re doing

· A company they’re working for

· A post they created or re-shared

· A comment they made on someone else’s post

The more relatable and real it is, the better.

2. Make It About Them (Not You)

You’re not reaching out to talk about yourself. Y

You’re reaching out to connect to their world and find out about their challenges and aspirations.

Keep your intro about them, not a pitch about you. And on that note, there should be no pitching at all.

3. You’re Not Trying to Sell – You’re Starting a Conversation

You’re not trying to “close” someone on a coaching package in the first message.

Your only goal: start a conversation.
Connection first. Engagement second.
Then, if it feels right, you invite them to chat and see if you can actually help.

No pressure. No weird energy.

4. Keep It Short and Easy to Say Yes To

Busy people don’t have time for long essays.

Three tiny paragraphs is plenty:

• A specific compliment or point of connection
• A short intro about why you're reaching out (linked to their world, not just your goals)
• A simple, easy call-to-action (e.g., “Would you be open to a 15-minute chat?”)

That’s it.

Short. Personal. Relevant. Easy.

5. Engagement Comes Before Everything

Your first 'win' is not getting a yes to a call.
Your first win is simply a reply.

If someone replies, even just to say "Thanks!", then you've built a tiny bridge.

And even if they say no, that's still a start.

Tiny conversation bridges are how big opportunities show up later.

What Happens After You Reach Out

When you send a great cold message, a few things can happen:

• They ignore it (fair enough, not personal)
• They say “no thanks” (fine, you’re no worse off)
• They say “sure, let’s chat” (boom, the doors open)

And yes, most people are scared of cold outreach.

Which is exactly why it works if you do it right.
Most people never send the message.

Or they send it badly.

If you send a warm and genuine message, you immediately stand out.

You Aren’t Selling.

Cold outreach isn’t about “closing a sale.”

It’s about opening a conversation with someone you genuinely have something in common with.

You’re not hustling.
You’re connecting.
You’re helping.

You’re showing up for the you from a few years ago, in a different skin.

And if you keep that spirit front and centre, outreach doesn’t feel sleazy.
It feels human.

More next week, where I’ll break down some specific message templates you can swipe and send.

Has this been helpful?

Let me know.

Talk soon,

Mohammed