Cluely CMO Shares Cold Outreach Strategy

Daniel Min, the chief marketing officer at Cluely, has outlined specific strategies for successful cold outreach based on his own journey from an eager teenager to a startup executive. Min identified common pitfalls that cause messages to be ignored, including generic requests for 15-minute chats and expressions of willingness to do anything for a job. He noted that these approaches often signal a lack of direction and create high risk for the recipient due to the significant time investment required for onboarding.

Min recommends a three-part approach for better outreach: clearly state what you can do, demonstrate how you can help rather than what you want to learn, and develop necessary skills before contacting potential employers. He strongly advocates for including links to previous work to verify claims and skills. Min also highlighted the value of sustained effort, noting that he has never seen a candidate follow through on a 60-day posting challenge. The article includes a case study of an editor who secured employment by creating a detailed six-page analysis of Min's content, demonstrating his commitment and capability.

When Daniel Min was 18, he followed advice to reach out to as many people as possible, believing his youth and eagerness would make others want to take a chance on him. His messages often looked like the ones he receives now: "Hey, I'm 18. I really admire the work that you do. Would love to just hop on a 15-minute chat with you and learn more about you." Min was not surprised that he was ghosted most of the time.

Min identified two main reasons why these messages fail. First, he realized that 15-minute chats are incredibly taxing and ruin workflow. Second, when reaching out for jobs, he communicated that he did not know what he was good at. He would say things like, "I'm willing to do anything. I'm willing to work for free."

Now that he is on the other side of the hiring process, Min understands that taking a chance on a student willing to do anything requires significant work to onboard and likely causes more pain than benefit. He noted that while he used to think it was risk-free for someone to take a chance on him, he now realizes it is high risk because of the significant time investment involved.

Min outlined a specific framework for effective outreach that focuses on providing value rather than asking for favors. He advises candidates to shift their perspective from what they can gain to what they can contribute.

The three main recommendations include:

1. Tell me what you can do: Clearly articulate your specific skills and capabilities.
2. Show me how you can help: Focus on how you can assist the recipient rather than what you want to learn from them.
3. Develop skills first: If you do not have the necessary skills yet, develop them and reach out again later.

Min also suggests providing links to previous work so the recipient can verify skills. He stated, "Someone could say they generated 50 million views and I wouldn't believe them. If they send me a link — which hopefully isn't malware — I will always click on it."

Daniel Min places high value on candidates who demonstrate sustained commitment. He has told approximately 20 people that if they post every day for 60 days and send him a message, he will look over their content. Not a single person has ever completed the task. Min questions the value of investing time in someone who is not willing to put in 60 days of work into something they claim to care about.

He wants to know that if he hops on a call and gives advice, the person will "run far with it." This standard mirrors his own experience with his editor. The editor created a YouTube video demonstrating that he had watched every single one of Min's videos. When Min asked him to edit an example video and create a Google Doc of suggestions, the editor produced a six-page document with timestamps detailing exactly what Min should do.

Recognizing that the editor went above and beyond, Min hired him as a part-time editor. When Min joined Cluely, he negotiated for the editor to join the team. The editor is now a full-time employee at the startup. Min noted, "His journey is inspiring because he took a shot and showed he could provide value."

Effective cold outreach requires moving beyond generic messages and demonstrating specific value. Daniel Min's experience shows that candidates who clearly communicate their capabilities, provide verifiable proof of their work, and demonstrate commitment through action are far more likely to receive a response. The strategy focuses on reducing risk for the recipient by showing exactly what value they bring to the table.

Success in outreach is not about volume or eagerness alone. It is about preparation, specificity, and the willingness to invest effort before asking for an investment of time from others. By following these principles, candidates can significantly improve their chances of breaking through the noise and securing opportunities.