Let’s face it - cold outreach has a bad reputation. Most people imagine generic emails, awkward DMs, or calls that get shut down immediately. But when done right, cold outreach isn’t cold - it’s intentional connection.
In South Africa, where word-of-mouth and relationship-based business still carry weight, cold outreach that feels human can be a powerful way to grow your client base.
In this post, we’ll show you how to reach out to potential clients in a way that feels natural, respectful, and actually works.
1. Start With the Right Mindset
The goal of cold outreach is not to sell - it’s to start a conversation.
Approach outreach like networking, not closing a deal. You’re offering value, showing interest, and opening the door for a relationship. If you treat it like a pitch, it will feel like one.
2. Choose the Right Channel
Best cold outreach platforms for South Africans:
LinkedIn – Ideal for B2B, professionals, and consultants
WhatsApp – Effective for informal business communication, especially after a brief introduction
Email – Still works well if personalized
Instagram/Facebook DMs – Great for creative or lifestyle businesses
Tip: Don’t mass-message. Choose your platform based on your industry and audience.
3. Personalise Every Message
Nothing screams "spam" like a generic message. Show that you’ve done your homework.
Include:
The person’s name
A relevant connection (mutual contact, recent post, shared interest)
A genuine compliment or observation
A clear reason you’re reaching out
Example (LinkedIn):
"Hi Lerato, I really enjoyed your recent post about scaling local businesses - especially your point on digital marketing. I work with South African SMEs on the same challenges and would love to connect and hear more about your work."
4. Lead With Value, Not Your Pitch
Before you talk about your product or service, offer something useful:
A free guide or checklist
A personalised insight or suggestion
An article or resource they’d appreciate
A quick compliment or encouragement
Example:
I noticed your website isn’t yet optimised for mobile - would you be open to a free 3-point audit?
When you lead with generosity, the response rate goes way up.
5. Keep It Short and Natural
Whether it’s email, WhatsApp, or DM - less is more. Aim for:
3–5 sentences max
Friendly, conversational tone
Clear next step or question (e.g., “Would you be open to a quick chat?”)
Avoid sounding robotic or overly formal. Write like a real person.
6. Follow Up (Without Being Annoying)
People are busy. If you don’t get a reply, that doesn’t mean they’re not interested.
Follow-up tips:
Wait 3–5 business days
Gently remind them and add a new point of value
Keep it respectful and light
Example:
Just checking in on my message from earlier this week. Totally understand if now’s not the right time - happy to reconnect later!
Don’t follow up more than 2–3 times unless they’ve engaged.
7. Track and Improve
Keep a simple outreach tracker in Notion, Google Sheets, or your CRM.
Track:
Who you contacted
What platform and message you used
When you followed up
Outcome (reply, no reply, conversion)
This helps you refine your messaging, timing, and targeting.
Sample Outreach Message (Email)
Subject: Loved your recent article - quick idea to share
Hi Sipho,
I came across your recent post on [topic] and really enjoyed your take on [specific point]. I help small businesses in Joburg boost lead generation using low-cost tactics, and I had a quick idea I thought could help you.
Would you be open to a 15-minute call next week?
Cheers,
[Your Name]
[Your Website or LinkedIn]
Conclusion
Cold outreach doesn’t have to feel cold, pushy, or awkward. When you approach it with empathy, clarity, and value, it becomes a powerful way to connect with the right clients and grow your business.
At Rising Tide, we equip South African entrepreneurs with strategies that feel human and work in the real world. Follow our blog or reach out to us for help crafting your outreach strategy.