Reader,

One thousand pieces of outbound marketing per day. No new clients.

This person came to me because he heard for every ten pieces of outbound I do, I sign two clients.

His mind was fucked, reality warped, and mouth slightly ajar.

"How?" he asked.

He wanted to know how he could get more people to reply.

Following up with everyone who didn't reply was killing him.

What he really wanted was his time back. A hack, a shortcut, a cheat code so he didn't have to work so hard.

My answer didn't give him what he wanted.

I told him all the effort he puts into following up is still less than the time I spend choosing who I reach out to.

He was dismayed to learn I was working harder than him. He thought he could take my follow-up systems, plug them into his outbound-shotgun, and get the same response rate from his thousands of messages.

Marketing - inbound or outbound - always has a hard.

You just have to choose your hard.

Outbound example...

You can spend no time at all scraping lists to blast with mass marketing (easy). But then you have to follow up a million times to get them to bite (hard).

or...

You spend weeks building a curated list of ideal prospects, crafting a personal message to each one (hard). But then you barely need to follow up at all because the message hits home (easy).

Neither is right or wrong.

But you cannot skip the work.

The work has to live somewhere.

Same thing applies to booking sales calls.

You could let anyone onto your calendar with no application form (easy). But then you sit more calls and handle more tyre-kickers (hard).

or...

You put a strict application form before anyone sees your calendar (hard). Fewer calls booked. But every call you sit is with someone ready to buy (easy).

You cannot dodge the hard.

But you can choose it.

Choose wisely.

Stay hard,

Connor Benham

-CWB

P.S. We're taking on a small number of clients before I go to Vegas on the 22nd.

​Apply here.​