Think about your LInkedIn or email inbox - what makes most cold outbound so bad? Rob breaks down what actually causes someone to take a meeting from a cold message, and what you are probably doing that's shooting yourself in the foot.
Rob introduces the "hierarchy of interestingness," a way to rank what's actually interesting to your recipient instead of what you want to tell them, plus the specific landmines that quietly kill response rates even when the core message is good.
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