Get leads by reaching out

When you need more customers but can't say where the next conversation comes from, define a lead and pick one of four channels to work.

When people can reach you but few show interest, build a free offer that solves one narrow problem and leads to your core offer.

When someone you reached out to replies, use three moves in order to keep the conversation going and walk it toward your offer.

When a customer names a friend, get introduced in a three-way message on the spot instead of contacting the friend cold.

Use before sending anything to list everyone who already knows you, pick a platform to start on, and write a personalized opener.

Use to run warm outreach as a daily routine: volume, follow-ups, expected numbers, working free first, and when and how to start charging.

When a warm conversation turns to what you do, ask if they know anyone who'd want your free offer instead of pitching.

Use to assemble a list of strangers to contact one to one, choosing between scraping software, list brokers and building it by hand.

Use to write a message to a stranger: personalize it with one researched detail, then give a large, quick, free result, and keep it short.

Use to decide how many people to contact, how often, by which routes, and how much to automate, with benchmarks for judging results.

When calling a stranger who won't call back a sales voicemail, leave a short message naming someone they recognize so curiosity gets the callback.

Use when costly leads hold you back, to pick the bucket of fixes to work, starting with a better offer and lead magnet.

Use when you do outreach yourself, to run it as stages: getting leads, personalizing, qualifying, contacting and preparing reps.

Use when your high-value buyers gather at conferences, to trade a waived speaking fee for lists, emails or booths and sell without pitching.