Cold DM

A direct message sent to a prospect or potential collaborator who has no prior relationship with you, typically via social media platforms like Instagram, LinkedIn, or Twitter.

Cold DMs are a zero-cost outreach strategy that can generate leads, partnerships, and clients without paid advertising. Done well, they feel human and specific; done poorly, they feel like spam.

A brand strategist identifies twenty founders in her target niche on LinkedIn, researches each one, and sends a personalised message referencing their recent post and offering a specific observation relevant to their business. Three respond and one becomes a client.