The 3-step outreach framework for agencies and consultants

I've talked to 200 agencies and consultants over the past 18 months or so, and I'd say 90% of them do very little to zero outreach.

And the interesting part is that they know they SHOULD be doing it- they even know WHY:

1. It’s by far the fastest path to revenue. If you need results ASAP, this is how.
2. It’s predictable: The more outreach you do, the more you sell- very simple
3. You can curate the exact, perfect client roster you want (vs hoping your dream clients come to you)

This is not breaking news- everybody knows the above, but they're still not doing outreach. Why?

I think it’s mostly because they just don’t know what to say, when to say it, or how to not feel like a weirdo doing it... so they freeze and do nothing (like when you go to the 9th grade dance and you're too scared to talk to anyone, so you just stand against the wall the whole night).

But I can tell you it's not complicated and it doesn't have to be intimidating - I'm far from a social butterfly, and I've closed hundreds of deals over the years.

Here’s how:

🟣 MAKE A LIST

Pretty self-explanatory- just make a big list of everybody that you want to work with. It should be a mix of people that are pretty attainable and some that are a little bit of a stretch.

Put them in a spreadsheet with basic info for each person:

• Name
• Company
• LinkedIn
• URL
• Email address (if you have it)

Now you're ready to go! Put each person into one of the following three segments:

Click to expand if you want this as a fancy graphic

🟣 PITCH-READY

They're potentially open to a call right now. Don't overthink it, just ask. Send a message (DM or email) with:

• Personalized reason why you’re reaching out
• Very clear reason why you think they should care
• Simple, low-pressure CTA

For example, here’s something close to the email I sent that got me the job of creative director for Flo Multizine (DVD/print magazine about music, skateboarding and surfing):

Hey Keith-

Big fan of what you’re doing with Flo- loved the feature you did on Christian Hosoi in the last issue.

Thought I’d get in touch because I’m a video editor/motion designer and I’d love to work with you- I’ve been part of the music/action sports world since I was in 5th grade so it’s a natural fit for me.

Here’s a link to my portfolio if you want to check it out: (link here)

Let me know if you want to get on a call - I’m at 513 444-1212

Thanks!

No BS or fluff, just get right to the point- if you’re truly a fit for them, and they’re in the market, this WILL work.

🟣 NOT READY (YET)

Don't pitch them yet- you need to build more credibility first. Connect with them, like/comment, chat in the DMs, etc.

Here’s the important part: DON’T BE ANNOYING OR TRANSACTIONAL.

Think of this less like "nurturing a prospect" and more like just meeting cool new people. Meaning, don’t chat people up just because you want their money - find people who you genuinely like/respect, and get to know them. Have real conversations with them, without thinking about “ROI.”

→ So how do you pitch them without being transactional? You wait.

Sooner or later, the timing will line up: eg, If you do SEO and they post something that says "WTF, what happened to our traffic?"

That's your cue- just send a message like “Hey, saw your post about traffic. I’ve helped X companies with this before, happy to chat and take a look if you want.” Since they already know and trust you, they’ll say yes.

And if it makes sense to work together, then you will - it will just be natural and organic.

When you do it this way, it’s not really a “pitch” per se, it’s just offering to help a friend.

🟣 COLLABORATORS

Most people ignore this segment, which is people that aren't really your ICP but would be good to have in your network: peers or other people who seem cool and smart.

I suggest coming up with some sort of project where you can collaborate with them: interviews, a podcast, a group chat... could be anything, you just want a way to work with people who aren't really your target buyer.

Examples:

• Ryan Prior has a great series on the Modash blog: super in-depth, detailed articles on influencer marketing which he compiles from conversations with people in the industry. It’s great SEO content, and it gives him a reason to reach out to people without it being a sales call.
• My friends at Cosmic (a design agency focused on nonprofits) are doing a series of interviews with nonprofit/social impact leaders to document how they’re dealing with the sudden loss of federal funding. It’s great content, and a repeatable way for them to reach out to just about anyone in the sector in an easy, authentic format.

This is optional, but I think it’s a HUGE opportunity because it can dramatically expand your network, especially with people who are “out of your league.”

For example, let’s say you’re a SEO agency… you’re not gonna get the VP of Marketing from (say) Canva on a sales call. But if you had a collab project that helps new grads get their a career started, you might be able to get her to give you her tips for new grads with a marketing degree.

Again, don’t do this as a sneaky way to trick them into a sales call. Always be authentic - but it’s inevitable that some of these people will eventually turn to clients (or refer you to their friends).

The most important thing is to treat this as part of your operating system that you do every week, no matter what- do NOT wait until it's an emergency.

And if it feels a little awkward at first, just remember:

It’s still less painful than standing around awkwardly at the 9th grade dance... at least now you get paid for being brave 🫡

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