3 Outbound Mistakes You’re Probably Making (and How to Fix Them)

After running outbound campaigns for nearly a decade, I’ve seen it all—the wins, the losses, and, unfortunately, the repeat mistakes that hold businesses back.

If you’re struggling to get responses or conversions from your outbound efforts, there’s a good chance you’re making one (or more) of these mistakes. The good news? They’re entirely fixable.

Let’s dive into the top 3 outbound mistakes that could be killing your campaigns—and how to avoid them.

1. Your Copy Is Too Long

When it comes to outbound messaging, less is more.

The mistake: Many sales reps or marketers think that more words equal more value. They write long, detailed emails or LinkedIn messages explaining their company, solution, and even a full backstory. But here’s the hard truth: no one wants to read a novel from someone they don’t know.

Why it matters: We’re wired to conserve energy, and reading an overly long message from a stranger feels like hard work. In today’s fast-paced digital world, your audience will likely scan—if they read at all.

How to fix it:

• Keep it short: Aim for 3-5 sentences max in your initial outreach. Think of it as an elevator pitch—brief, engaging, and to the point.
• Focus on the prospect: Spend less time talking about yourself and more time addressing their challenges or goals.
• Use bullet points or spacing: Break up your text to make it easier to skim.
• Test different lengths: Experiment with ultra-short (1-2 sentences) vs. slightly longer formats to see what resonates with your audience.

Example:

Instead of:

“Hi [Name], my name is [Your Name], and I work for [Company]. We specialize in [Your Service] and have helped dozens of businesses like yours improve [Outcome]. I’d love to schedule a call to walk you through our features, benefits, and process so you can see if we’re a good fit.”

Try this:

“Hi [Name], I noticed [specific challenge or goal]. I’d love to share how we’ve helped [similar company] achieve [tangible outcome]. Are you open to a quick chat?”

2. Your Message Is Too Generic

Personalization isn’t optional—it’s a necessity.

The mistake: Sending copy-and-paste templates that don’t address the recipient’s unique situation. These emails often start with, “Hi [Name], I came across your company and wanted to reach out…” and quickly dive into a generic pitch.

Why it matters: Inbox competition is fierce. Your prospect is likely receiving dozens—if not hundreds—of outbound messages every week. If your message doesn’t stand out, it’ll end up in the trash.

How to fix it:

• Do your research: Look at the prospect’s LinkedIn profile, their company website, recent news, or even industry trends. Use this information to craft a tailored message.
• Speak their language: Write in terms that resonate with their industry, job role, or goals.
• Reference specifics: Mention something unique about their company, recent achievements, or challenges they’re facing.
• Avoid over-automation: While tools like email sequences are helpful, ensure your templates have room for meaningful personalization.

Example:

Instead of:

“Hi [Name], I’d love to tell you more about our solution that can help businesses like yours.”

Try this:

“Hi [Name], I noticed [specific achievement or initiative]. Many companies in [industry] are struggling with [common pain point]. Here’s how we helped [similar company] achieve [specific result]. Can we discuss this further?”

3. You’re Not Framing the Impact Well

Prospects don’t care about your features—they care about their outcomes.

The mistake: Many outbound messages focus on listing features and benefits, hoping the prospect will connect the dots themselves. This approach assumes they’ll automatically see the value, but that rarely happens.

Why it matters: People don’t buy products—they buy outcomes. If you can’t paint a clear picture of how your solution transforms their current situation into a better one, your message won’t resonate.

How to fix it:

• Focus on the “before and after” journey: Highlight what life looks like before your solution and what it could look like after.
• Quantify results: Use metrics, numbers, or specific outcomes to make the impact tangible.
• Tie benefits to emotions: Show how your solution saves time, reduces stress, increases revenue, or improves efficiency.
• Use storytelling: Share brief success stories or case studies that show your impact in action.

Example:

Instead of:

“We offer cutting-edge software with features like automation, analytics, and customizable dashboards.”

Try this:

“Our solution helped [similar company] save 15 hours per week on manual tasks and increase their lead conversion rate by 20% in three months. I’d love to explore how we can achieve similar results for you.”

Final Thoughts

Outbound campaigns are a powerful tool—but only if done right. By avoiding these common mistakes, you can stand out in crowded inboxes and drive real results.

Here’s a quick recap:

1. Keep your copy short and digestible.
2. Personalize every message to make it relevant and engaging.
3. Focus on framing the impact of your solution, not just its features.

Take these insights, apply them to your next campaign, and watch your response rates soar.

Or if you want our team of outbound experts to handle this all for you, let's chat.

You can book a call with me here: [Book a meeting]

Best,

Patrick Burns

Founder at Patrick Burns Co.