Most advertising sales people avoid cold-calling. It sounds un-wanted, un-appreciated, to be avoided by the ad-sales person as much as by the targets. But winning new business requires and rewards those who make the commitment and make the effort.
You are in advertising. So think of your cold-calling process as an ad campaign for yourself. It will take many impressions to win the prospects attention. Those impressions can be delivered in through a range of messaging forms.
Frequency matters. I recently attended a sales conference where the CEO of an ad agency said that today 24 impressions are required to convert a prospect to a buyer.
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