New business
Stop pitching. Send the finished work.
Cold outreach fails because it asks for imagination and time. A video that already exists, about their company, asks for neither.
Instead of a cold email asking for a meeting, you send a company a short, finished video about their own business, with your name on it. They can watch it, buy it, or reply. Every step is tracked, so you know who opened it, who played it and how far they got, and you follow up on evidence rather than hope.
The sequence
- 1Choose fewer, better companiesResearch beats volume here, because the video is specific to them. Ten a week, chosen deliberately, is a real campaign.
- 2Produce the videoTheir own website informs the script, so it talks about their services in their language.
- 3SendAn email from your agency saying you have produced a video for their company, with a link.
- 4Watch the signalsYou are emailed when it is opened and when it is first played. Those two moments are your follow-up windows.
- 5Let them buy or replySome buy on the spot. Others message you. Both are a warmer start than any meeting request.
What you can see per lead
- Sent, opened, played and how far they watched.
- Bought or not, the amount, our fee and any refund.
- Revisions bought and messages exchanged.
- Last activity, so nothing goes cold unnoticed.
- Across the top: videos sent, conversion rate and revenue earned this month.
Writing the outreach itself
Lead with the artefact, not the offer
“We made you a video” is a stronger opening line than any description of your services. Keep the email to three sentences and let the link do the work.
Make the relevance obvious in the first ten seconds
Name their company and something specific about what they do. A generic script is worse than no video, because it tells them this was automated.
Follow up on behaviour
A lead who played the whole video and did not buy is a conversation, not a lost cause. A lead who never opened it needs a different subject line, not a discount.
Doing this responsibly
Cold outreach in the UK carries obligations: contact real business addresses, identify yourself clearly, and honour unsubscribes. Sending is rate-limited per day, unsubscribes are respected automatically, and bounced addresses are flagged so you stop mailing them.
Two ways to start
Make a real video on the free allowance first: three minutes of finished video, no card. Then read how the cold-lead sale works end to end.