We’ve all been there. You find a potential client on LinkedIn and you really want to work with them, so you wonder: should I send them a cold DM? 

The good news is, you’re not alone! While cold outreach is nothing new, sending cold DMs has become a pretty common practice — especially since social media is a great place to find freelance clients. Cold DMs can be used to reach out to someone you don’t know in order to get info, cultivate a new opportunity, and (hopefully) get one step closer to your goal.

Even if you have projects in progress, it’s still great to continue to build your network and keep your project pipeline full as you never know what that client at a company can do for you in the future, or what you can potentially do for them. 

Below, let’s go over what goes into a cold DM, tips for reaching out to someone via DM, and a few scripts to use for different outreach scenarios.

What is a Cold DM?

A cold DM is a direct message sent to someone you don’t yet know. Like a cold email, a cold DM is another way to reach out to a potential client or collaborator that you want to work with. Cold emails and cold DMs are very similar but email tends to be more formal whereas a DM is a bit more casual and even personal since it takes place on a social channel. Common places you may send a cold DM to find new clients include:

• Facebook

• Instagram

• LinkedIn

• X/Twitter

• Slack 

It’s also important to remember that when you send a DM on a social platform like Instagram or LinkedIn, the receiver is likely to investigate your profile after they see your message. So it’s a good idea to keep your profile up to date and make sure that there isn’t anything on your feed that could be deemed unprofessional by a potential client or collaborator.

How to Cold DM in 5 Steps

Reaching out to a potential client or collaborator can be nerve-wracking, but it doesn’t have to be. Follow these steps the next time you want to send a cold DM.

1. Introduce yourself

This person doesn’t know you so it’s always best to give a few details about yourself (i.e. name, job title, location, etc.). This helps the intro feel warmer and gives the receiver an opportunity to see if you have anything in common.

2. Provide context

Odds are you didn’t discover this person out of thin air. You may have stumbled across them on LinkedIn, seen them speak on a panel, or even found out about them through a mutual friend. Tell them how you know them to help give more context and make the message feel more personalized.

3. Keep it short

Direct messages are not meant to be long-winded paragraphs. Your intro should ideally be 1-2 sentences long, while your pitch should be around 2-3 sentences. Your goal should be to provide just the key info, and any extra details can be provided if they express interest and the conversation continues.

4. End with a call to action

Sometimes the hardest part of a cold DM is knowing how to end it. An effective cold DM concludes with a clear call-to-action (CTA). Your CTA should let the receiver know what you want the next step to be. Some examples include:

• “Let me know if you’re interested.”

• “Feel free to send your email so we can coordinate further.”

• “Are you available to hop on a call sometime next week?”

5. Follow up

The key to cold outreach, whether over email or DM, is to follow up. People are busy and it’s easy to gloss over a non-urgent message from someone you don’t know. 

You can use your follow-up as an opportunity to gently remind the receiver of your original message. Be sure to include another CTA at the end so your follow-up has a purpose and doesn’t leave the conversation open-ended. 

As far as timing and frequency go, with email follow-ups, it’s acceptable to send up to two emails after the original: one a few days later, and a second email anywhere from a week or two after. When it comes to cold DMing, follow-ups should be a little more limited. Someone’s LinkedIn or Instagram inbox is more personal than their email inbox. So getting too many messages from someone they don’t know can end up coming across as spammy. 

After you send your cold DM, give the person time to respond if they’re interested. Then follow up once if you’re still interested in connecting.

3 Cold DM Sample Scripts for Freelancers

If you’ve never sent a cold DM before, how do you even start? It helps to have a framework, so here are a few sample cold DM scripts to use when you’re not sure what to say. Copy, paste, and adjust as needed!

1. Cold DMing a potential client

Hi [client name], 

My name is [your name] and I’m a [title, e.g., freelance writer] for [descriptor about your business or niche].

I’m a big fan of [recent project] that [company] is doing and would love to see if there are any ways to work together.  

If you’re ever looking for support with [your service], I’d love to send over a few work samples and discuss this in more detail. 

Hope to connect with you soon!

2. Cold DMing a potential collaborator

Hey [collaborator name]!

My name is [your name] and I’m a [title, e.g., freelance writer] for [descriptor about your business or niche].

I saw the [recent project] that you did and love your work. If you’re available for new projects, I’d love to chat in more detail. 

Are you free to hop on a call sometime next week?

3. Networking cold DM

Hi [collaborator name], 

My name is [your name] and I saw that you’re also a [title or industry, e.g., freelance writer]. 

I wanted to connect and see if there are ways we can support each other.

Hope to chat soon!

The TL;DR is: When sending a cold DM, keep it friendly and make your intentions clear. 

Most people are flattered when someone reaches out to praise their work, but you can’t always expect them to respond or contact you just for simply reaching out. It’s always good to see if there’s something you can offer in return for their time, such as your own knowledge or expertise.

Intimidation can sometimes be a challenging factor but it’s important to remember that this person is human too. Regardless of position or status, they probably have their own challenges they’re facing. The more you reach out to people you admire, the more you realize that these are just everyday people who have managed to find success. So don’t be scared. Happy networking!

Looking for more advice on reaching out or connecting with clients? Take the guesswork out of running your freelance business by getting started with Wethos free today.