Founder-led sales: how to write outreach people actually reply to
Most cold outreach gets ignored because it could have been sent to anyone. Five things that make a message worth answering.
In the early days, the best salesperson a company has is usually the founder. You know the product, you know why it exists and you can make decisions on the spot. The problem is time, and the temptation to save it by sending the same message to everyone.
I’ve spent most of my career on the commercial side, opening doors with brands and partners. The messages that get answered have a few things in common.
1. Write to one person, about their business
If your message would make sense sent to a hundred companies, it will be read like one of a hundred. Mention something specific: a launch, a hire, a market they’ve just moved into. It shows you’ve looked, and it gives them a reason to keep reading.
2. Give them a reason to talk now
Timing does a lot of the work. A company that has just raised, just opened a new site or just hired a head of marketing is far more likely to reply than one that’s happy with how things are. Look for those moments and reach out while they’re fresh.
3. Keep it short
A few sentences is enough: why you’re writing, why it might matter to them and one simple question. Save the detail for the reply. Nobody needs your full capabilities in a first message.
4. Ask for something small
“Can we book an hour to walk you through our platform?” is a big ask from a stranger. “Is this something you’re looking at this year?” is easy to answer. Small questions start conversations. Big asks end them.
5. Follow up, politely, once or twice
Plenty of good replies come from the second message. People are busy, not uninterested. A short, friendly nudge a week later, adding something useful rather than just “bumping this”, is part of the job.
Do it from your own name
Messages from a founder land differently to messages from a sales team. Even if someone helps you research and draft, send them yourself and read every one before it goes. It keeps the tone right and stops anything going out that you wouldn’t say in person.
That’s how we run outreach for clients too: researched, written for the person, and approved by you before anything is sent.
Common questions
How long should a cold outreach email be?
A few sentences: why you’re writing, why it matters to them and one simple question. Save the detail for the reply.
How many times should I follow up?
Once or twice, about a week apart, adding something useful each time rather than just bumping the thread.
Need pipeline, not just posts?
20 hours a month of senior business development: target lists, outreach, introductions and pitch support, from your own email and tools or through Kyndra.
From £1,500 per month