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HBO and The Ringer's Bill Simmons hosts the most downloaded sports podcast of all time, with a rotating crew of celebrities, athletes, and media staples, as well as mainstays like Cousin Sal, Joe House, and a slew of other friends and family members who always happen to be suspiciously available.
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In today's episode, I chat with Louis from ColdIQ about building scalable cold outbound systems and the reality of running a high-growth lead generation agency.
We explore his approach to capturing inbound-led outbound leads from LinkedIn posts and website visitors, why he only sends 7,000-8,000 emails per month (not 200,000), and the importance of reusing cleaned lists. Louis shares his philosophy on copywriting - less is more, skip the fancy frameworks, and lead with value in the first 10 words. We discuss ColdIQ's implementation of Twain for AI copywriting at scale, why AI gets "drunk" in Clay after 1,000 contacts, and how his sales background became his competitive advantage. Louis also opens up about getting fired five times, the dark side of agency churn, and his prediction that smaller agencies will struggle as tools like Clay and Instantly make it easier for businesses to run outbound in-house.
Enjoy 🙂
(00:00) Introduction to Outbound Wizards
(00:16) What ColdIQ Does and Services Offered
(01:59) Client Stories: Inbound-Led Outbound Systems
(05:17) Volume vs Precision: 7K Emails vs 200K
(06:10) Reusing Lists and Burning Reputation Myths
(07:24) Building Multi-Channel Orchestration Systems
(08:35) Strategy Over Creativity: What Actually Works
(09:47) Skip the Frameworks: Lead With Value in 10 Words
(11:11) Why AI Gets "Drunk" in Clay After 1K Contacts
(12:02) Using Perplexity for Research, Not Full Copy
(13:06) ColdIQ's Implementation of Twain for Copywriting
(15:36) Louis's Journey: From Sales to Cold Email
(18:00) Joining ColdIQ and the Culture of Learning
(21:05) Future of Agencies: Tools Make DIY Easier
(22:40) The Agency Model is Under Pressure
(26:10) Closing and Contact Information
🔗 CONNECT WITH LOUIS
🔗 CONNECT WITH SAURAV
💻 Website
👥 LinkedIn
📧 Email - [email protected]
🙏 LEAVE A REVIEW If you enjoyed listening to the podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :)
👋🏼 GET IN TOUCH You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes.
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