Cold Outreach: What Does That Mean? - Dina's List: Freelance Job Match with Dina

You’ll probably hear the phrase “cold outreach” among friends in the freelance circle. What does that mean?

In the old days, cold outreach was cold-calling. A freelance writer or design might prep a short speech for the call, collect some contact names for companies they would like to do work for, then reach out via telephone to pitch them for projects.

Later, they’d follow up with a snail-mailed packet that included a pitch letter, and freelance work samples.

These days, you’ll hear from well-established freelancers, that cold outreach can also be done via email or direct message on social media, which is likely the preferred way for you if you’re a writer.

What is the process for cold outreach?

Gather leads.

If you’re looking to freelance for a big corporation, hit the internet in search of names and titles of people to approach for potential freelance work. Keep in mind that all contact info should be cross-checked before reaching out.

Some websites that publish the names of people in high corporate positions don’t always reflect the latest information. Also, corporate leadership changes hands quickly these days. Your best bet is to go directly to the company website of interest, and search for their corporate leadership page to start.

LinkedIn is also a good way to sleuth out art directors, content managers, creative directors, marketing managers, the chief communication officer, the VP of marketing, and other people in high positions who you may want to reach out to.

(Side note: I’m currently researching a long list of contact names of people in leadership positions at major corporations. When the list is complete, I’ll send out the document link to freelancers who sign up for my list. This will be a hugely useful tool to help you succeed in your freelance job search.

Prepare your pitch.

Whether you pitch for freelance work, or pitch an article for consideration in a publication, you want to quickly summarize the value of your offering to the person on the other end of the proposal. Cold outreach is about the pitch.

Keep these points in mind as you formulate your pitch:

State your company contact details (obviously, but let’s include it anyway).
Summarize your offerings. (Example, I’m seeking paid opportunities as a mid-level copywriter serving the health and wellness field).
Identify and define the audience you serve. (Example, I’d love to be of service to companies that support healthy lifestyles and focus on natural products.)
State the value you provide. (Example: 25 years of experience in the wellness field; self-starter; detail-oriented; strong writing and editing skills)
Provide easy access to content samples. The best, modern-day method of doing this is to work up a portfolio site where you share images of projects you’ve completed, and offer a brief overview of each project; the goal and outcome.
Add a call to action, contact info, and closing.

We’ll go a bit deeper into the process of creating a freelance pitch to send to prospective clients. Stay tuned for info on when this will be available, either in e-guide format, or we may host a private workshop on Facebook. Sign up here to be notified of when this will happen!

Reach out to prospects.

Once you have all of your communication organized and ready to go (brochure, virtual business card, freelance portfolio, pitch letter), you can devote a block of time to making contact with the people on your list.

How to reach out:

Prepare a letter that you email (make sure you’ve got a catchy subject line).

Prepare a shorter note to send via DM on LinkedIn.

In your note, be sure to send people directly to your website. If you have different samples up that reflect work for different niches, be sure to give your potential client the DIRECT LINK to samples that pertain to their field.

Example, maybe on your website you have the Home page, About page, Portfolio page, and Contact page.

After people click on the Portfolio page, they might see more links that go directly to samples.

Copy and paste the direct links to samples that would pertain to, and be of interest to, the person/company you’re pitching.

Best Pitch Letter Practices for Your Cold Outreach Effort

Always remember the following when planning your cold outreach and freelance pitch letters:

People are busy. Get to the point.
Be memorable. This is about personal branding.
Organize your communication so it’s easy to read.
Share only what is relevant.
Link directly to things you’d like them to look at.
Include a call to action and contact information.
Massage the writing to match the niche.

Go Deeper with Your Pitching Skills

Want more info about how to prepare a freelance pitch letter and related materials? I’m a freelance in the same boat as you. I’d love for us to have a shared learning experience. One goal of our freelance network will be to master the art of creating a strong, attention-getting pitch.

More Cold Outreach Ideas

Now that we know the freelance cold-pitching basics… what are some other outreach methods freelancers use to land gigs?

Word-of-Mouth Marketing

You’ll hear the phrase “word of mouth marketing” but this is more than just being on the phone with a friend and mentioning that you’re back in business. Word-of-mouth marketing can be more strategic and planned.

Some things you can do to prep and make it official:

Map out your freelance service offerings.

Break up the information into manageable pieces that would be fairly simple for a prospective client to grasp clearly. Present it in a few different formats:

A printed trifold brochure or handout
A PDF download that you can share the link via email
A page on your website
A digital graphic to share to your social media pages

Create or update your business card.

The business card often goes neglected. We toss a few in our purse, or the glove compartment of our car, intending to share them. But then we forget, and time goes by. Or maybe you move, or change your business name.

If you’re serious about client outreach, freshen up your business card and make it a point to pass it along.

Even if it ends up in the bottom of someone else’s purse, the gesture will be remembered and you’ll be taken more seriously for your effort. The business card is a tangible representation of your business, so put yours on priority if you don’t have one.

Set up finders’ fees/paid referrals.

Plan to share a percentage of sale or a flat amount that you’ll pay to friends, coworkers and colleagues who refer your business to people in their network.

Write it down, add a graphic and make it official.

And be specific. Don’t just say “I’m paying a percentage for referrals.”

Put a clear calculation in place that you’ll make good on when friends send business your way.
Work up a handout or download with graphic enhancements.

Examples: You’re a web designer, and you’ll pay $100 per referral for each web design job contracted through you that pays a total of $1K or more. You’re a graphic designer, and you pay 20% on the total price for each new client sent by a friend or associate.

Build an affiliate network for your online business if you have one:

You run a membership, and you’ve decided to invite existing members to “send a friend” and receive their next month free. Or your membership costs $27 per month. So you set up an affiliate program where half of that is paid to affiliates who get you new signups via a physical link tagged with their ID.

Business Networking

Business networking is one of those things that freelancers in the creative field, whom are typically introverted, shy away from. Most of us would rather stay home, hiding behind our screens, or use the virtual megaphone of social media, than show up in person to talk with people we’ve never met before.

Once you break through to business networking, things can change for the better. You may happily discover many other like-minded business owners who share your hopes, dreams and frustrations.

Everyone you meet will likely be of similar mindset: hoping to connect with good folks… wanting to establish a local customer base, swap referrals, and serve the area well in their field of expertise.

Break into Business Networking: Ideas to Get You Started

Join a local business networking group where you can meet up and chat with local business people in related fields.
Visit local shops and businesses

Listen and learn about what people offer and who they serve. See if there’s a connect between their target market, and people who can use your services.

Do your advance prepwork before you business-network online or in person:

Research your business networking options in your town, county, and any neighboring cities that would be considered a commercial hub.
Pull together something decent to wear that’s business/casual depending on the vibe of this group.
Prepare your brochure of services to distribute (not imperative, but it’s good to get your ducks in order).
Create business cards to exchange with other professionals.

Social Media Networking

Join online business networking groups where like-minded professionals gather to swap information, brainstorm ideas, and ask/answer questions related to challenges they face in their particular field.
Join special interest groups related to your skill, craft or trade that you do business in. Examples include: digital product creator, knitter, woodworker, writer, web designer… many more.
The great thing about social media networking is… you can do it in your pajamas, and no one has to know!

More Cold Outreach Ideas for Freelancers

Join FB local neighborhood pages and post about your services on their designated sharing days.
Create simple business cards as leave-behinds with local businesses and at networking events.
Network with professionals who can connect you with other professionals in related fields, who may need your services.
Reach out to your email list of past, present, or future clients and let them know of your current or future promotions that you’re running.
Quarterly or monthly newsletter, managed from your website, that highlights your services, shout-outs new clients and shows off your latest work.

Loved These Tips? Get More via Email.

I’m a freelancer like you, and I’m hoping to build a network of like-minded creative professionals (REAL HUMANS! NO BOTS OR FAKES!). The goal: help each other find jobs, market our skills, and all of the important stuff we need to survive and thrive.

Sign up as a fellow freelancer on Dina’s List, for more tips.

We are in a building phase, so please have patience with me! I’m a freelance writer and human being just like you. I hope to grow this to a community of trusted freelance professionals, and people who need freelance help for their company.