Cold DMs only work in this industry when they’re backed by proof that the creator has already put real skin in the game — personally, emotionally, and financially.
Anyone can “spray and pray.”
But spray + pray + proof? That’s a strategy.
Producers and execs think in ROI — effort vs return.
If you won’t invest in your own story, why should they burn fuel investing in you?
The strongest signal you can send isn’t perfection —
it’s ownership:
• You finish what you start
• You fund your momentum, even at micro-budget scale
• You promote your work before anyone asks for it
• And most importantly: you engage back.
Festivals, readers, producers, journalists, fellow filmmakers — when they reach out, you don’t vanish. You reply. You thank them. You connect. You build relationships, not noise.
The industry ignores creators who sound like they need someone else to care more than they do.
They respond to the ones who say:
“I’m not waiting for permission to succeed.”
That’s not spray and pray.
That’s participation, investment, and momentum.
And momentum is the real currency.
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Well said, thanks for sharing.
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Great post, David Williamson! I used to spray and pray with pitches, but it was a waste of time for the most part. I don't have any desire to make movies, shows, etc., so my strategy is research + network + pitch + hook & incredible script.
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Absolutely. I’ve learned the same lesson the hard way — volume without intention doesn’t move the needle. The difference really is clarity: knowing who you’re pitching to, why they’d care, and letting the work do the heavy lifting. Appreciate you sharing that perspective.
Bullshit
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This is overly dogmatic in tone but there's some truth there. Spray and pray querying is closer to spamming than strategising, and the market place is indeed full of writers looking for a fairy god mother to do all the heavy lifting for them.
That said, cold querying has worked for many, and writers shouldn't be expected to become producers to be taken seriously as artists.
As ever, balance is the answer. Writers pinning all their hopes on cold queries are just as deluded as those putting all their faith in competitions. It's a lottery mentality to something that requires investment.
It really all boils down to the perception of passion we give off. It's surprising how many call writing their life dream but behave apathetically toward it.
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Cold querying can work... About as well as throwing spaghetti at the wall to see what sticks. Maybe one or two noodles stick, but the rest is just a mess in the floor.
Networking and making connections, letting folks in the industry see who you are and what you're about, is the first step I think most people should take. I don't want my name on their desk along with another long list of faces they don't know. I want them to see my name and say, "I know that name from somewhere" or "Hey, that's that weird and silly chick on stage 32 that talks about cornbread all the time" or "Hey, I know her, that Southern writer. She seems nice, has a decent attitude - let's see what she can do".
All I need is a spark to get started. I can rub two sticks together (cold querying) or I can get a lighter (networking, targeted pitching).
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Appreciate the thoughtful perspectives here. I don’t disagree with the idea that balance matters—but I do think we underestimate how much signal precedes opportunity in this business.
Cold querying can work. So can competitions. So can networking.
The issue isn’t the tool—it’s the passivity people attach to it.
What I’ve been pushing back on isn’t querying itself, but the mindset that someone else will do the heavy lifting before you’ve demonstrated momentum, clarity of voice, or commitment beyond a PDF attachment.
Visibility isn’t about becoming a producer overnight.
It’s about letting people see how you think, how you work, and how seriously you take the craft before asking them to invest time, reputation, or capital.
When your name starts to feel familiar—when it carries context—that’s when queries, pitches, and conversations land differently.
Different paths work for different people.
But hope without signal is still a lottery ticket.
Appreciate the dialogue.