What is cold marketing and how it is to execute it?

Let’s talk about cold marketing.

For those who don't know, cold marketing is sending sending a direct message to somebody who you don't know and giving them some kind of value or some kind of something for free to make them aware of yourself that you exist, which is marketing.  It’s dropping them an email or a call, whatever that might be.

This subject gets a lot of interest mainly for me and my clients because when I mention doing marketing cold it gets a big response. The people are so not up for  this, really not open to it. And on the one hand I can really, really appreciate it because I feel like sending cold emails just cold marketing is not for the faint hearted.  It is pretty hardcore and we'll get into it.

I understand why people don't want to do it, but also I do feel like cold marketing, cold emails and cold calls does get a really bad reputation both by people who receive who receive it, but then also from business owners when it is an option.  

Now I want to stress about when doing cold marketing is an option because if you have got a business, say that you are a therapist and your work is very confidential, you are very much needing to attract clients to you – not using cold marketing! - because it's a bit unethical to go and introduce yourself to somebody and say hey, do you want therapy?

It's just not really the done deal.

The point being I'm going to stress about when doing cold marketing is an option. For me here in Provide Society cold marketing is a really great option and for many, many other coaches out there because we are able to directly message or call our clients and offer our services or offer something to them that's relevant and it's of value.

So if this is you, then keep on reading. What is cold marketing and how it is to execute it?

Also, I must emphasize that with cold calls or cold emails, just cold marketing in general, is not going straight forward to someone and sending them a direct email and saying, “hey, I offer this, be my client, give me money”. Because that's, that's hard selling and people don't like it anymore. It's a bit sleazy. People don't do it for this reason.

Instead you're getting in touch with somebody and offering them something of value and that's probably going to be for free. To introduce yourself and then to get to nurture these people, warm them up, build up a relationship with them and then potentially one day in the future, if that person wanted to and when they are ready, they might turn into a paying client and that's grand.

But even if they don't, even if this person never becomes a paying client, then that's also okay because they've discovered you, you've marketed correctly and you've built that relationship and you've serviced them, you've offered and provided some value regardless if you were paid for it.

So cold marketing must involve something of value to the relevant person. I stress that something relevant to these people, someone who kind of would be interested or have a need for what you offer.

I received a cold email recently in my own therapy practice, for example.  It was a yarn wholesaler telling me that they offer the best rates on yarn and that I could buy in bulk.  They asked if I want to get involved in their most recent sale. This was cold marketing because they found my email and sent me direct email.  But I remember thinking, “Gosh, I am so not right for this email.This is not relevant to me” That's a little bit bizarre in my opinion.

Sending useful, relevant information or offering a free event to somebody who would be interested, is what it's all about! I feel like cold marketing can be difficult for exactly this reason! If I were to send an email to somebody who felt that my email was a nuisance or nonsense to them, that to me feels like the last thing I wanted to do! Just absolute, not that! Literally being a nuisance to somebody? It’s our last intention as a business owner! So I understand why business owners might not want to do it because you don't want to overstep some kind of boundary and become a nuisance to people. That is the exact opposite intention of what we wanted to do for clients or potential clients!

But you must take full ownership of your email and you must feel very strongly that you offer something valuable. So send your email with commitment, fully taking ownership over it, even if you were to annoy somebody.

 Now what happens when you drop an email to somebody and then never ever hear from them again? You start to ask - what's the point? And I really get that too, because consider if you drop an email to somebody or a message, you ask yourself: What they were doing when they received your email?  Am I getting them at a good time? Do you have time to read it when I send it?  Will it land in their spam or get hidden in other emails? I understand why you wouldn't want to just send an email and spend your time, your precious resources, sending emails to not get anything back.

However, it may sound counterintuitive – it’s important to send follow ups.  The general rule of thumb in marketing is to follow up three times. So you send one email and then you wait two weeks and then you send another one and then you might wait another week or two or however long that you might feel that's appropriate and. that would be a discussion, but you send three.

And the reason being is because after three times you might have then got their attention. You've had three chances to be able to catch them in a good moment when they're able to respond and to engage and read whatever was sent. Also, doing it three times shows that you as a business owner actually care about this person, that you want to invite them to your free business meeting or whatever it might be that you offer. You want to give them, say, your free Ebook.

Show that you didn't want just to dump something in their inbox or send them a text or send them a DM and just abandon it! That shows that you actually weren't serious about building up a relationship or enlightening them or build up a committed relationship.

So, follow up.

You need to be persistent for those two reasons.  So be persistent. Show that you care about them.  Show them you care about what you offer.

Cold marketing is effective when it's done appropriately, ethically and with commitment.  Offer value and keep the right people in mind, and you’re on your way to providing a great, fulfilling service!

Written by Lily Llewellyn, a therapists and family business coaching

January 27th 2025