Episode 626 How To Do Cold OutReach The Right Way With AJ Cassata
Show Highlights
In this episode, Rob Cairns sits down with AJ Cassata, founder of Revenue Boost, to dissect the often-misunderstood world of cold outreach. AJ shares his journey from knocking on thousands of doors in New York to building a remote agency in Vietnam, offering a masterclass on how to turn cold emails and LinkedIn messages into high-value conversations without being “spammy.”
Show Notes
Key Highlights
- From Door-to-Door to Digital: AJ discusses how his background in physical sales informed his approach to digital marketing and the realization that most agencies lack a consistent system for their own business development.
- The “Conversation over Conversion” Mindset: Why you should stop trying to sell a $5,000 service in the first email. The goal of outreach is to start a dialogue, not close a deal.
- The Fatal Flaws of Cold Outreach:
- Bad Targeting: Sending messages to people who aren’t your prospects.
- Negativity: Starting with what a prospect is doing “wrong” (e.g., “Your website sucks”).
- The “Wall of Text”: Why emails should be no longer than 3-5 sentences.
- The Power of Segmentation: The massive difference in results when you segment your lists by company size, industry, and job title rather than sending a generic blast.
- Leveraging AI & Modern Tools: How AJ uses Gemini and other AI tools for deep research and ideation to understand a customer’s specific pain points before writing a single word of copy.
The “Golden Rule” of Copy
“Talk about the problem, not the product. People only care about the mechanism after they feel you understand the pain they’re facing.”
Actionable Takeaways
- The 4-Sentence Framework: State why you’re reaching out, identify the problem/benefit, provide social proof, and end with a low-friction call to action (e.g., “Would you like to learn more?”).
- Be Mobile-First: Over 80% of emails are read on mobile. If your outreach requires scrolling, you’ve likely already lost the prospect.
Audit, Don’t Pitch: Offer a “lead magnet” like a free website audit or a Loom video review to demonstrate expertise and build trust upfront.
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