Over the last ten years of running an online business,
I have tested a whole lot of cold outbound methods. We've done cold email, cold email with video, cold calling, cold SMS, cold WhatsApp, cold Instagram, cold Facebook, Zoom clips outreach, Loom outreach, and probably a few other methods that I forgot. One of these methods we have used to scale a ton of businesses with,
and I am going to break down which method and why it works, as well as explain the other methods and what could be best for you. Let's get into it. So why do most cold outbound methods fail? I want you to listen to me and take this honestly
and see if you can take this as being fact.
And this is going to shift how you look at outbound,
and it will make you far more successful at outbound far faster.
Okay? Most cold outbound fails because the prospect
does not want to buy what you are selling.
That is why it fails. Okay? It's literally supply and demand.
And
to illustrate this,
I just got off a call with a client who
essentially has a marketing product for bankruptcy lawyers.
And
we went to the market and we said, hey. We help connect bank bankruptcy lawyers with homeowners who are foreclosing.
We can generate three to four of these a month. And they were getting a good amount of calls. Maybe, like, five to 10
Zoom calls that showed up a month for this offer,
which if you've ever done trying to sell marketing services to lawyers is is good.
And they wanted to change the offer because these people didn't want to buy their video marketing solution. They just wanted to delete. Okay?
And the fundamental problem here is the market doesn't wanna buy
this video thing. They they want the leads. And so you have to meet the market where they're at. And for some reason,
if you were to stand outside like a law conference
and talk to partners as they came out the door or other owners as they came out the door and said, hey, we've got this we've got this video production tool. Right? And you talk to one person, they said they're not interested. And you talk to the next person, they said they're not interested. You talk to like 3,000 people a day for three days, and they all said they're not interested.
Alright? What are you gonna do? You're gonna be like, oh, okay. These people aren't interested.
I have to change what I'm trying to sell them. That's what you would do. But for some reason, when you email
10,000
people and they say they're not interested, they're like, cold email doesn't work. You you look at the method and then you're like, oh, well, there's this new other sexy, shiny way of doing it. We'll try that one, and that doesn't work. Oh, well, I've heard Facebook ads really good. We'll do Facebook ads. Oh, that doesn't work. Oh, well, there's this new referral program. Like, you go set it up and you
that isn't how you solve it. You solve it by finding what there is demand for,
and then you
put
your offer aligned with where there's demand for, and then you will make heaps of money. That that is the game. So essentially,
you're gonna tell 10,000 people what you do and no one gives you money. That means there's no demand for what you're selling. And
people are like, but
there is demand for what I'm selling. I I'm selling it.
You're selling it inbound.
You're selling it to people who trust you. You're selling it to people who are problem aware. That's not the market.
Just completely separate that.
The outbound market is people who don't know you. They don't like like you, and they don't trust you. Okay? That is who we're trying to sell to because that is how we're gonna grow our business. Okay? Now if you say to me, but what I sell is complex, and, yeah, I I understand that lots of offerings are complex.
So
with the outbound, it can't be complex.
You can you can get to the complexities down the line. Sometimes you get to the complexities once
they've already received products from you or once they've been a client of yours for months, then you can dive into the complex stuff. Okay?
So what you have to do is you have to do one or two things. You should just simplify what you're selling
or you have to sell a lead magnet,
e g something for free that they would otherwise pay for to get them on a call to build trust or a front end offer, which is compelling to the outbound market, which again builds trust.
Okay? That is what you have to do if you're saying what what you do is too complex. Right? If you really don't believe that it's not because the market's not interested, it's because they don't understand.
Right?
You know, these people aren't aren't interested. They just don't understand what we sell. They don't understand the value. Okay. Cool. Well, you have to simplify it or you have to sell a lead magnet.
So all outreach methods work. So we've generated calls from cold email using plain text, cold email with video, cold SMS, cold WhatsApp, Facebook DMs, Instagram DMs, Loom sharing, Zoom clip sharing. Alright.
And if you're doing one of these things and it's not working
and you're looking to change,
then as a sanity test,
if you sent a really compelling offer through these channels,
would it book meetings? But just think of the most compelling offer. You're like, yeah, would book meetings.
Okay. So then the problem is that the most compelling offer would book meetings.
Your offer doesn't book meetings,
so it's not the channel. It's that your offer is not compelling enough. Okay? Fundamentally, the channel isn't broken your offers and you fix this by making a more compelling offer. That is how you fix this. So how do you make a more compelling offer? So you make a more compelling offer by doing market research.
Marketing.
Figuring out how to position your product in the market such that it's aligned with demand. Okay?
To do this, you're gonna have a stab. You're going to guess
what is the most compelling thing that has demand for. Okay? That is gonna generate you calls. On those calls, you are going to talk to the outbound market
and you are going to investigate. You're not gonna try and sell them. You're gonna try and investigate what it is they want to buy.
What do they really want to buy?
And then you're gonna create an offer around what they really want to buy. Okay?
You're not going to create demand.
This is such a fallacy. You're not Apple. You're not gonna come up with a new thing that creates demand. You're going to try and find an offer that has demand.
There is demand for things everywhere.
You're going to try and find something that has a lot of demand and then create an offer that is aligned with that demand. That is what we're doing. Okay? So
I'm sharing all of this just because this is the context
and the frame that you need to look through outbound with. Right? And perhaps it's the frame that you need to look through Facebook ads and other marketing and advertising methods. But I am most experienced in out outbound and I have run hundreds of campaigns for hundreds of clients.
This is the crux that people get wrong.
And this is what I tell people every day and they get it and not on the call and then they don't get it a few weeks later and then I have to keep reframing. So if you can understand this, then you are light years ahead of everyone else. Okay? So the method that one,
personalized video outreach sent sent via cold email. And I've got lots of stuff on this channel.
Essentially,
we start we got like a Charlie Morgan course,
I don't know, four years ago or something like this, where
he shared this method. We tried it for ourselves for our own restaurant marketing agency. We were getting 6% booked call rates. So for every 100 emails we sent, we booked six calls.
So just think about that. And we're just like, oh, we're just seeing like 200 a day. We'll get 12 calls a day. We had unlimited demand.
Okay?
So
we started to generate a whole of demand for us and then other agencies came to us and said, hey, can you do it do this for us? And we said, We generated them calls and then we started to branch out to other businesses and other types of businesses. Okay? But that was essentially our starting point. And
we have found that this is still
probably what I would recommend as being the best method. And that's because for cold outbound to work, you need two things.
And just think about both of these things as a percentage from zero
to a 100. And if you sum them, you have to reach a threshold of a 100 in order for you to be successful. This is an analogy. It's not an exact science.
The more trust you have,
the less compelling
or the less demand that has to do with the offer. Because
if someone trusts you, they're gonna give you more time of day. If they don't trust you, they're gonna give you less. It's super simple. If your
a business mentor came to you with an offer,
you would give it a lot of time a day. If you got a cold SMS with an offer, you're gonna very little. So there's this trade off that can happen, or what you can do is you can just try and build an outbound method with lots of trust
and a really good offer. And that is gonna be the best. Okay? The better offer, the less trust is required. And the more trust, the worse the offer can be. Ideally, you have both. So what I'm gonna do now is I'm going to show you what this looks like for a client of ours. So this is in PlusVibe, which is the sequence that we use. We were on SmartLead. We have good things to say about SmartLead. We've used instantly,
um, as well. Uh, we've used email bison as well. Yarrow, who's the owner of PlusVibe, a good guy. Gave us a good deal because we are sending,
you know, in the tens to 20,000,000 emails a month. So just a heads up.
So in the first email, it's just a normal email, lots of spin tax. And then we send the video in the second email,
and it looks like this. Okay?
So we've got a link to a page,
and this is the prospect's website here. You can also set it up so the prospect's website's this full background, but this works just as well. And then if they click on it, it's gonna go to a personalized landing page for them. We can connect on LinkedIn, and what that means is it just shows more trust. This is more legitimate. We've got words in here that are filled in with variables.
Then if they play this, this is Hey. This is Keegan. Our client who has made like a thirty to one minute long video overlaid on their website.
Again, the goal is not to sell them anything, it's to build trust and try and get them on a call. Alright. So this is essentially how the funnel works. The two step sequence, we follow-up with the video six days later because we've spent this money to make a video,
and it gets sent in the second email. So
why do we use a video?
And the reason is the richer the medium the richer the medium, the easier it is to build trust. And there is a reason why we get on a plane and fly to the other side of the world to hang out with clients. Right? And that reason is because nothing can replace
hanging out with someone and spending lots of time with them in person to build trust. You go get dinner with the family and go out for a few drinks and then do some work the next day. Right?
Not nothing's gonna build trust like that. Okay? And why? It's because that's probably the richest medium.
And the poorest medium would just be text, short line of text from somebody you don't know, a cold SMS.
And so with the outbound, we want to build as much richness into the medium as possible. And you probably do like short
text,
longer text, phone call, video call, hang out in person. Alright? And so a video is just a richer medium than just text. And that's why we like to use it because it's easier to build trust
with a video than text. Alright?
So
on this end of the spectrum, cold SMS has crazy reply rates, like 8% plus reply rates, um, but trust is really low. And so that just means the offer has to be really good.
And then typically with cold SMS, you just say, hey. Do mind you if I give you a call? And that's a yes. And then you build the trust over the phone. Right?
Again, with all these outbound sales procedures, you're building the trust
on the sales call after the outbound,
but you're far more likely to get better quality conversations if you build trust in the outbound itself. So I'm just gonna talk about a little bit about how this is run and given some insights now that we're deep into 2026.
So leadless scraping is changing very, very quickly across the board. The cost of b to b leads is making its way to zero.
Okay? Um, people have realized that once you have data, you can just sell it infinite times,
and AI is making it easy for everyone to get data. For example, we, as an agency, have 15,000,000 leads in The US and starting to get leads across the world because we've got clients that have international offers. And we just host this on Superbase and pay $20 a month for it, and we can just use it infinite times for all of our clients. And people can just sell it infinite times as well. So
what people charge for with lead list is keeping the data fresh, which is important and is hard and cost money. So in another video, I'm gonna break down, like how to get good affordable data, but I'm just giving you a heads up that data scraping is changing a lot and
that is the state of the nation when it comes to that.
If you want, I would recommend
going to
mtos.com
and have a chat to Liam about
leads or you can, you know, check out like Eric Domalski on LinkedIn. He talks about leads as well. Again, I'll have another video on this shortly.
Sending the video. So there's two ways to do this.
And one of them I would recommend when you're getting started. The first way to do it is you send them an email, and the email says, do want me to send you a video? And then if they don't replace them another email, and that one says, do you want me to send you a video? And if they say yes, you then send them the video. So this means that you can make the videos manually because you have to make way less of them. And so you're not gonna incur this cost of, like, rendering these pages. Right? So it's a lot cheaper. K? The alternative
is you do what we do and you just send everyone the video,
which is way less work and then, like, we just can't do this at the scale that we are operating on. So we do it this way. But typically, I'd recommend you start with this approach. So the video itself, you want it to be ninety seconds to three minutes long. You want it to be on their website and you want to use a genuine tone. You're not selling. You're building enough trust to get them on a call. And so
how you are going to do this is you're going to be like, hey there. Sorry. I know that you probably get emails like all the time.
So I thought I'll just make a quick video to try and like cut through the noise here. Uh, we're working with another Illinois manufacturing
company, um, and we're talking to them about solar.
And they're set up in, like, roof space is very similar to yours,
and it it's saving them a lot of money. So I thought that I could reach out and, like, essentially show you how much we're saving them. And then if it's of interest, we can start to go down that road. But you are probably, like, the number one candidate for this after, like, looking at them. So I thought it'd be a good chance to
reach out. Always good to connect with other people in the space.
I appreciate you taking the time to watch this video, man, and I look forward to hearing from you. Cheers.
It's just far more likely to get a reply. The tone,
genuine,
clear.
You're just being genuine. You're being a human. You're being a human. That is the main thing. The other thing I'm say, sounds good. Let's have a chat or thank you for the video. I'm not interested, which is what want. Okay? Follow ups.
Just another thing people get wrong. Once you get a positive reply, you must follow-up until you've either booked the call or they say they're not interested. Follow-up every day until they've booked the call or they say they're not interested. It's stupid to put in all this effort and then not follow-up hard.
You can also give them a call if appropriate once they reply positively. Our best clients just call all the prospects.
Okay? So now I'm gonna show you some results. And the reason I want to show you this is because I want to break some of your beliefs around
what people do with outbound. Okay? So
this is the same client. Okay?
And
this looks crazy, but this is the amount of emails that we've seen in the last six weeks for them. So we've sent 1,200,000.
Okay? This is the amount of leads, essentially, new leads. So this is the amount of videos that we've made. 567,000.
Okay?
And this is how many verified leads. And by verified, we've gotten positive replies. We've then filtered them to see the best quality ones, and we've put them into the CRM. Okay?
The goal of this funnel is to list 10 businesses a month, which would make us around 2 and a half million dollars a month in revenue.
Okay?
And, yes, this funnel costs tens of thousands of dollars a month,
but that's nothing compared to the potential upside. Right? Yeah.
Thousand dollars a month to, you know, make these videos and send this volume and scrap these leads compared to 2 and a half million dollars in revenue.
Okay? So that is the scale
that we're talking about
and that some people are running when it comes to cold outbound
because they're trying to make serious money. And so hopefully that helps either inspire you or break some beliefs around what to do with cold email and cold email with video. So a few things around what most people get wrong is number one, you try and sell in the video.
I get that talking on camera is hard and difficult and
it's hard and difficult for everyone. You just need to practice. So like, if it comes across as awkward in your video, just make 50 videos and then it won't come across as awkward. Yeah. That that's the number one advice. Just Practice makes slightly better. It's a trust tool, not a pitch. You're not trying to sell them in the video. You're trying to get them to take one little step further.
Don't worry about the video being too polished.
The best performing video that we've ever had is someone where they spill their coffee on camera.
So take that. Tone beats script every time. It's just about being genuine. Two people with the same script, the genuine the genuine one always wins. If you want to scale aggressively and you think outbound
will work because you've got an offer that works, then you can book in a call with my team below. If you want to dive deeper into
personalized video outreach, I've got an eight hour long video on screen now. I'll see you there.