Playing the Long Game.
Or minute of Warmth.
Every time someone insists that cold outreach is the only way, someone else swears that inbound is the only thing that works.
So, which one is it?
Neither.
The truth is in the middle.
20 years ago, when I started my business, there was no Facebook, no Upwork, no social media algorithms.
Clients found me through word of mouth and so young Google.
Back then, the internet was smaller, competition was weaker, and you didn’t have to shout to be heard.
If you sent a cold email, people read it.
If you had a website, people found you.
It was a window of opportunity.
But times have changed.
Attention is now the scarcest resource, and competition is global.
Justin Welsh recently described a familiar scenario in his newsletter:
His inbox is flooded with cold pitches—none of which he even opens.
And he’s not alone.
This is the reality for any moderately successful entrepreneur.
What stood out to me in Welsh’s email?
Everything he described—I’ve been through myself.
I used to send cold pitches.
Now, I receive hundreds of them.
And, just like him, I barely read any.
But some messages still manage to break through.
Welsh shared an example of one that did:
- The sender thoroughly analyzed his website.
- Identified key problems.
- Instead of just pitching a service, they explained exactly how to fix them.
This isn’t something AI or cheap outsourced lead gen can do.
It requires an expert—someone who takes the time to deeply understand the case.
Then, six months later, that same person came back with an offer to redesign the site—for free.
And the key detail?
He was an active follower*,* engaging with Welsh’s content.
Stayed visible.
Did it work?
Yes.
Can you scale this approach?
No.
Justin could have missed that email.
He could’ve been too busy.
Or sick.
Or just not in the mood.
And just like that—the moment would’ve been lost.
Maybe this person genuinely wanted to help without expecting a sale.
But if you try to scale this approach, it demands:
- Deep client research
- Personalized outreach
- A creative, non-standard approach
And the real problem?
It takes time.
The Window Has Closed
The wheel of history has turned once again.
We’ve come full circle—back to where we started, but on a different level.
Cold outreach loses effectiveness every year.
Why?
Because people are tired.
Between 2008–2016, nearly everyone responded to cold messages.
By 2018, things started shifting.
Now?
Most cold emails are simply ignored.
Here’s why:
- Automated outreach overload.
It’s not even humans writing these emails anymore—it’s scripts.
AI is getting better at it, but… nobody wants to talk to a robot.
- People are overwhelmed.
In 2008, you could send 10 emails and get 8 replies.
Today? 1,000 emails might get you two.
- Everyone tries to scale the unscalable.
Only personalized outreach works.
But personalization takes time. And time doesn’t scale.
- Lack of trust.
You’re a stranger messaging another stranger.
Why would they spend their time on you?
So Does Outreach Still Work?
Yes—just not in the traditional “blast 1,000 emails and hope” way.
Cold outreach can be effective if:
- You know who you’re reaching out to.
- You offer value, not just a “buy from me” pitch.
- You build relationships instead of pushing for an immediate sale.
- You do your homework and actually understand their needs.
- You use multiple channels (email + social media + content).
This way, there’s no pressure.
At this point, it’s not even cold outreach anymore.
It’s a warm contact.
In fact, outreach starts looking more like personalized advertising.
When you have no clients, no testimonials, no case studies—this is one of the best ways to get started.
Especially if you land a well-known brand that can later boost your credibility.
What’s Left When You’re Playing the Long Game?
Some people can sell aggressively, closing million-dollar deals.
That’s not me.
So I created one simple rule:
Turn your weaknesses into strengths.
I’m not the pushy sales type—so I had to build a system where clients come to me.
In the long run, only inbound works.
- You’re not searching for clients—they find you.
- You’re not chasing people—they come to you.
- You’re not selling—you’re creating value.
How Do You Make That Happen?
Answer: Build a personal brand.
- People need to know you.
No one buys from someone they’ve never heard of.
- People need to understand you.
What do you do? What’s your expertise? How can you help?
- People need to trust you.
Your content, case studies, and testimonials all build credibility.
- You need to stay visible.
Showing up once a year isn’t enough—you need to be in the conversation consistently.
- You need to demonstrate value.
Not just "I sell X", but "Here’s how I solve your problem."
Inbound takes time, but it’s solid.
When people come to you, you don’t have to sell—they buy.
Once the system is in place, it doesn’t need scaling.
Because the system itself is the leverage.
Disclaimer.
Every business has its nuances, and every founder has their unique context and resources. Whether or not my advice applies depends on your situation, experience, and needs. But one thing is universal—use your brain.
Think about how to apply the advice in your context before acting.
Your way.
And one more thing.
Success is a lonely road.
Very few are willing to endure the pain.
To make sacrifices.
To stay patient.
Just to reach their goal.
Every day you have a choice.
Give up or rise again.
From the journal of Nyx Thorne.
- Eugene
Join the “most offbeat” Businessletter on entrepreneurship.
Hi, I’m Eugene.
20 years later — 80 people, 3 continents, 7-figure revenue.
But for many years, I was the bottleneck in my own business.
Now I help founders escape the same trap. Through systems that actually work, not theory.
I write weekly: operational war stories, decision systems, and lessons learned the hard way.
For founders who want to build without burning out.
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