How To Stop Doing Outreach

Why stop outreach?

Let's go back to the fundamentals.

Whatever you offer to the market, people are going to be see it.

There's many ways they can see it.

For the sake of simplicity let's take 3 of them.

Outreach, Ads, Content.

Content is the best one.

It is high status.

It doesn't take you more energy if 10 people see it or 100,000.

People come to YOU, they enter YOUR frame.

You are the authority.

Much easier to strike a deal. Because the cards are in your favor.

Ads are forced content.

A bit lower status than content.

It just takes more money to be seen by 10 or 100,000.

People are necessarily willing to watch you.

But if they chose to, and dive deeper into your ad, they enter your frame.

You are still the authority.

Trust needs to be built. Cards are still in your favor.

Outreach is low status.

It's a numbers game.

The more you do it, the more energy, the more leads it takes.

You go to people, you enter their frame. They haven't asked for anything.

They are the authority.

You need to give a lot to build trust and spark interest.

The Lead Sniping phase is crucial to make sure you target people who need you.

Works well when you're getting started with a limited budget.

It's the fastest way to get results. You send an email, you get feedback (reply, no reply).

Eventually, you want to move from low status to high status.

You want every ounce of energy to be invested in a vehicle that compounds.

Content is the one that compounds into a Brand.

A source of knowledge people come back to.

Because the outreach game, puts you in a bad position from the get go.

Here's a quote from the Book "The Win Without Pitching Manifesto by Blair Enns":

In short:

When Leonardo DiCaprio wants to star in a movie, he doesn't cast to 100s of auditions. He gets called.

What's the differentiator between him and random actors?

BRAND.

When I was a freelancer or solely focused on my agency.

I had no choice but to ask for chances. I was dominated.

And it was going to stay like that until I changed how people perceive me.

So I started to give.

By having a Giving Habit, I became the authority.

People started to come to me for guidance.

Made any sale much easier because it didn't come from a position of me needing them.

But from them needing me.

🤛
🫴

Don't get me wrong. Agency work is great to get started.

But if you're running it, making a solid 10-50k/month, You still ask yourself where your next clients will come from.

You still need to hire a bunch of people. And the more people the more problems.

You don't get excited over a 10x of your current situation. Because this means 10x more headaches.

Unless you play the right game.

A game in which you only work with high-margin clients.

That removes calls from your calendar.

That makes your income more passive.

That brings you back to why you became an entrepreneur.

See you in the trenches,

—Kassimi