Why "Leading with Value" in Cold Outreach is a Mistake and What to Do Instead

Have you ever received a cold message from someone you don't know, offering you a free ebook, webinar, or article? Did you feel compelled to check it out, or did you feel suspicious and put off? If you're like most people, you probably felt the latter. This is because the common advice of "lead with value" in cold outreach is, in fact, a mistake.

In this post, I'm going to explain why this approach doesn't work and what you should do instead. I'll share my personal experiences and insights, and provide actionable tips that you can start using right away. So, let's dive in!

The Problem with Leading with Value in Cold Outreach

When you're reaching out to someone for the first time, it's natural to want to offer something of value. After all, you want to make a good impression and show that you have something worthwhile to offer. But here's the problem: when you lead with value in a cold message, you're essentially forcing your offer down the recipient's throat before they even know who you are.

Why Leading with Value Doesn't Work

Imagine this scenario: you're at a networking event and someone you've never met before walks up to you and immediately starts talking about their latest product or service. They tell you all about the features and benefits, and how it can solve your problems. But you don't even know who this person is, let alone trust them. How likely are you to be interested in what they're offering?

The same principle applies to cold outreach. When you lead with value, you're essentially doing the same thing as the person at the networking event. You're pushing your offer on the recipient before they've had a chance to get to know you. And this can feel intrusive and off-putting.

The Human Factor

Humans are naturally guarded, especially when it comes to interactions with strangers. When you're an unknown, your "value" can feel suspicious. It's like a stranger offering you a free gift on the street – you're likely to be wary and skeptical, rather than grateful and interested.

So, leading with value in cold outreach can actually have the opposite effect of what you're intending. Instead of attracting the recipient and sparking their interest, you're likely to make them feel uncomfortable and defensive.

What to Do Instead: Lead with Interest and Curiosity

So, if leading with value in cold outreach is a mistake, what should you do instead? The answer is simple: lead with interest and curiosity.

Why Leading with Interest Works

When you lead with interest, you're showing the recipient that you've taken the time to learn about them and that you're genuinely interested in what they have to say. This can make them feel valued and respected, and more likely to engage with you.

For example, instead of starting your message with an offer, you could start by mentioning something you noticed about the recipient's profile or work. This shows that you've done your homework and that you're not just sending a generic message.

How to Lead with Interest

Leading with interest doesn't have to be complicated. It can be as simple as commenting on a recent post the recipient made, or mentioning a common interest or connection. The key is to make it personal and relevant to the recipient.

For example, you could say something like, "I noticed that you recently published an article on [topic]. I found your insights really interesting, especially your point about [specific point]. I'd love to hear more about your thoughts on this."

Building Up to the Value

Once you've established a connection and sparked the recipient's interest, you can then start to introduce your value. But remember, this should be done gradually and in a way that feels natural and relevant to the conversation.

Why Building Up to the Value Works

When you build up to the value, you're giving the recipient time to get to know you and trust you. This makes them more likely to be receptive to your offer when you eventually present it.

Think of it like building a relationship. You wouldn't propose marriage on the first date, right? The same principle applies to cold outreach. You need to take the time to build a relationship and earn the recipient's trust before you can expect them to be interested in your offer.

How to Build Up to the Value

Building up to the value can be done in a number of ways. For example, you could share relevant content, provide helpful tips, or offer to connect the recipient with someone in your network. The key is to provide value in a way that feels natural and relevant to the conversation.

For example, if the recipient expresses interest in a particular topic, you could offer to send them a relevant article or resource. Or, if they mention a challenge they're facing, you could offer some advice or share a similar experience.

Conclusion

In conclusion, leading with value in cold outreach is a mistake. It can feel intrusive and off-putting, and can actually have the opposite effect of what you're intending. Instead, lead with interest and curiosity, and build up to the value gradually. This approach is more likely to spark the recipient's interest and earn their trust, making them more receptive to your offer.

By taking a more thoughtful and intentional approach, you’ll open the door to more meaningful conversations—and ultimately, more conversions.

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