Skill: brianrwagner/brw-cold-outreach-sequence (version 1.0.0)

--- name: cold-outreach-sequence description: Build personalized cold outreach sequences for LinkedIn and email. Use when someone needs to reach prospects, warm up cold leads, or build a systematic outreach engine. Covers research, connection requests, follow-ups, and conversion. --- # Cold Outreach Sequence Here's what I've learned about cold outreach: the word "cold" is the problem. If you're sending messages to strangers who've never heard of you, with templates you copied from some guru — yeah, that's cold. And it doesn't work. But if you've done even 10 minutes of research, found something specific about them, and have a genuine reason to reach out? That's not cold. That's just... reaching out. This skill helps you do the second thing. --- ## Before You Write a Single Message The research is the work. Skip it and you'll sound like everyone else in their inbox. **For each prospect, find:** - **Recent news** — Funding, launches, hires, press - **What they're posting about** — Their content tells you what they care about - **Their likely pain** — Given their role and stage, what's keeping them up? - **Your connection point** — What can you genuinely comment on? **Where to look:** - Their LinkedIn activity (posts, comments, shares) - Company news (Crunchbase, TechCrunch, press releases) - Their website (about page, blog, careers) - Podcasts they've appeared on **Time investment:** 10-15 minutes per high-value prospect. This is what separates you from spam. --- ## The Connection Request (LinkedIn) You have 300 characters. Don't waste them on a pitch. **The formula:** > [Specific observation] + [Simple reason to connect] **Examples:** > "Following [Company]'s growth — the [specific thing] is smart positioning. Would love to connect." > "[Their recent post] resonated. Been thinking about the same thing. Happy to connect." > "Congrats on [news]. Impressive trajectory." **The rules:** - No pitching. At all. - Be specific (prove you looked) - Keep it human - No "I'd love to pick your brain" --- ## First Message (After They Accept) Wait 24-48 hours. Then: **The formula:** > [Thanks] + [Bridge to relevance] + [Light value] + [Soft question] **Example:** > Thanks for connecting. I've been working at the intersection of [relevant area] — [one-line credibility]. > > Curious if you have someone owning [relevant function] as you scale, or if that's still founder-led? > > Either way, happy to share what I'm seeing work in the space. **The rules:** - Still not a hard pitch - Demonstrate relevance, not desperation - Ask a question that invites dialogue - Offer value without strings attached --- ## First Follow-Up (If No Response) Wait 5-7 days. Then: **The formula:** > [Light nudge] + [New value or angle] + [Easy out] **Example:** > Bumping this up — know you're slammed. Came across [relevant thing] and thought of your situation at [Company]. Worth a look if helpful. **Or:** > Following up — been seeing [trend] hit companies at your stage. Happy to share what's working if useful. If not, no worries. **The rules:** - Don't just say "following up" - Add something new - Give them an easy out (takes the pressure off) --- ## The Break-Up (Final Attempt) Wait 7-10 days. Then move on gracefully: **Example:** > I'll assume timing isn't right — totally get it. If [relevant pain point] becomes a priority down the road, happy to reconnect. Best of luck with [specific thing they're working on]. **The rules:** - No guilt trips - No "just checking in one last time" - Leave with class - They may come back later --- ## Email Version Same principles, different format. **Subject lines that work:** - "[Company]'s marketing as you scale" - "Saw your [post/news] — quick thought" - "[Mutual connection] suggested I reach out" - "Question about [specific thing they're doing]" **Structure:** ``` [1-line hook tied to them] [2-3 sentences: why you're reaching out + relevance] [1 sentence: soft CTA] [Simple signature] ``` **Example:** ``` Subject: [Company]'s GTM as you scale Hey [Name], Saw the [news] — congrats. [One specific observation]. I work with growth-stage companies on [relevant thing]. Helped [similar company] with [specific result]. Worth a quick chat to see if there's a fit? [Your name] ``` --- ## The Full Sequence Calendar | Day | Action | Platform | |-----|--------|----------| | 0 | Research + Connection request | LinkedIn | | 1-2 | Accept → Wait 24h → First message | LinkedIn | | 7 | Follow-up #1 | LinkedIn | | 14 | Follow-up #2 or try email | LinkedIn/Email | | 21 | Break-up message | Same | --- ## Personalization Tiers Not everyone deserves 15 minutes of research. Here's how to think about it: **Tier 1 — Top 10 prospects:** Full research, fully custom messages **Tier 2 — Next 20:** Template with personalized opener **Tier 3 — Volume:** Template with minimal customization The math: 10 highly personalized messages often beat 100 spray-and-pray. --- ## What You Get Back A complete outreach doc for each prospect: ``` # Outreach: [Prospect Name] ## Research - Company: [stage, news, situation] - Their likely pain: [what they're dealing with] - Connection point: [what you'll reference] ## Sequence ### Connection Request: [Your message] ### First DM: [Your message] ### Follow-up #1: [Your message] ### Break-up: [Your message] ``` --- ## What Kills Outreach ❌ "I'd love to pick your brain" ❌ "Can I get 15 minutes of your time?" ❌ Long paragraphs about yourself ❌ Immediate pitch in connection request ❌ Same message to everyone ❌ Following up every 2 days ❌ "Hope this finds you well" --- **Need help building an outreach system that actually works?** → [Book a strategy call](https://brianrwagner.com) --- *Skill by Brian Wagner | AI Marketing Architect | brianrwagner.com*


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