Get Better at Reaching the Right People with AI
Live, small-group workshop
Learn how to research prospects, find a genuine reason to contact them, and write outreach that sounds like you.
Whether you're trying to win a new client, pitch a potential partner, or reach someone who could open a door for your business, knowing whom to contact and what to say can make all the difference.
In this live workshop, I'll show you how I use AI throughout my outreach process, from researching people I've never met to developing an approach and writing the first email. We'll also look at what to do when that email goes unanswered.
You'll work through real examples from my own experience in journalism, PR and business development, and learn how to apply the same process to your own work.
Most outreach problems start before you write the email
You find someone you'd like to contact. You open ChatGPT, ask it to write an introduction, and get a perfectly polite email that could have been sent to anyone.
The problem is that you still haven't figured out why that particular person should be interested in hearing from you.
What do you know about their work? Is there a connection between what you're offering and what they're trying to accomplish? Do you have a genuine reason to start a conversation?
These are the questions I work through before writing an email.
AI has become an important part of that process. It helps me research people, find common ground with them, explore possible approaches, and work through drafts. But I still decide whom to contact, what I want to say, and, most importantly, whether the message is worth sending.
In this workshop, I'll show you how to use that process in your own outreach.
What you'll learn
Find people worth contacting
Use AI to research potential clients or partners and identify opportunities that make sense for your business.
Find your reason to reach out
Learn how to connect what you know about someone with what you have to offer, so your message has a purpose beyond introducing yourself.
Write an email that sounds like you
Give AI the context it needs to help you draft your message, then edit it using your own voice and judgment.
Know what to do when someone doesn't respond
Develop useful follow-ups and learn when it's worth trying again, what to change, and when to move on.
Learn from real outreach, including the emails that didn't work
I've built much of my career by contacting people I didn't know. This includes my writing career and building a seven-figure travel company.
I've pitched editors, developed relationships with companies, and approached universities about international programmes. Some of those conversations led to opportunities that continue to shape my work today.
I've also sent emails that went unanswered, followed up with people who eventually responded, and learned when an approach simply wasn't working.
During the workshop, we'll look at real examples from my own correspondence, with identifying details removed where necessary.
I'll also share examples of generic AI-generated pitches I've received as a journalist, so you can see what outreach looks like from the other side of the inbox.
You'll learn how I approach these situations today and how to adapt the process to your own business.
Who should attend?
Small business owners and entrepreneurs
If you’re looking to grow your business through personal outreach, this workshop will help you identify the right people to approach and start more productive conversations.
Agency and communications professionals
Learn how to research prospective clients and develop pitches that reflect their specific interests.
Freelancers and independent professionals
Whether you’re looking for your next assignment or approaching a potential long-term client, learn how to make your outreach more relevant and professional.
Meet your instructor
Javier Ortega-Araiza
Writer and founder of Mountain Brook
I started my writing career as a reporter for The Canadian Press and have written for publications including Business Insider and the New York Post/Fox Money. I've also worked on commercial writing projects involving brands such as MGM and Caesars.
Today, I work as an editor for Mindset, an integrated communications firm serving technology companies and venture capital funds. I am also a book editor and run Mountain Brook Experiences, an organization crafting international experiences for university students and corporates. In many of the schools we work with, I am also a visiting professor.
Cold outreach has played an important role in both careers. I've used it to develop relationships with organisations including the New York Stock Exchange, JPMorgan, Ogilvy and Tapestry. University partners such as Stanford, NYU and Chicago Booth also originated through cold outreach.
I've previously taught workshops on AI and writing. In this session, I'll share how I use AI in my own outreach process and what I've learned from years of contacting people I didn't know.
Learn how to research prospects, find a genuine reason to contact them, and write outreach that sounds like you.
Learn how to research prospects, find a genuine reason to contact them, and write outreach that sounds like you.
Frequently asked questions
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You don’t need advanced technical knowledge. Basic familiarity with a conversational AI tool will help you follow the exercises. In the workshop, we will use ChatGPT.
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Yes. The methodology can be adapted to finding clients, approaching potential partners, pitching journalists, and other professional outreach situations.
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Yes. Your registration includes access to the workshop recording and practical materials.
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You can join the waitlist to receive updates when new sessions become available.
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Yes. Bring someone you’d like to contact or a message you’ve been struggling with. You’ll have the opportunity to apply the methodology to a real outreach challenge during the session.
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You’ll learn how to use AI earlier in the process, before you start drafting. We’ll look at how to research the person you want to reach, identify a relevant reason to contact them, and give AI the context it needs to help you write a more personal message.