Bonjour, mon ami (aren’t we all feeling a little French these days?),

So, picture this: I'm in the middle of a workshop, and BAM! It hits me.

💭 Thought bubble: I have the exact same problem I’m talking to my client about.

Here’s the backstory: I was wrapping up a messaging workshop with a privately owned B2B company that was enjoying pretty aggressive growth over the past few years.

But the founder was worried about things slowing down.

💭 I HEAR YOU, BROTHER!!

His concern was that most of the growth so far was built on the steam of his own network, but that can only take things so far...

💭 AGAIN, I AM WITH YOU!!

So the question was, how could he take the messaging we were working on to reach beyond his personal network to start attracting new COLD clients?

You know, the ones who wouldn't recognize him if they walked up and shook his hand.

Sure, it’s easy for him to talk to me. We’re friends. He has my email. (And so do you, all you have to do is hit reply and we can chat.)

But what about all those folks he can’t reach directly?

How do you create rapport with people you don’t know...yet?

The Cold Customer Conundrum

Here's the deal: For service-based businesses, your network is often your lifeline. But what happens when you need to grow beyond your network?

It’s like trying to make friends at a party where you don’t know anyone. People are creatures of habit. They hunker around their familiar group. To break in, you’ve got to give them a reason to want to know you.

You have to be interesting. And I’m not talking about that raised eyebrow type of interesting. 🤨

This is where a solid “here’s how I want to show up” strategy comes into play. It’s not about spewing your credentials—it’s about becoming a familiar face in a sea of strangers.

As I reflected about our conversation, I realized there’s an opportunity to take all the marketing speak down to a simpler (and more familiar) framework—you know, in case you’re in a similar situation to me and my Founder friend.

1. Increase Your Exposure ⇒ Show Up to the Party

Simply showing up can make all the difference. Engage with your audience where they are, be it social media, industry events, or webinars. Visibility is key to creating ‘share of mind’ and transforming strangers into familiar faces.

Pro Tip: Utilize platforms like LinkedIn to join conversations that are already happening. I jumped into a convo a few weeks ago and was blown away by how much better it felt than just getting on my soapbox and hoping someone was within shouting distance. Commenting thoughtfully on others' posts can subtly introduce you to their network. Be present and open to conversations that might not seem immediately fruitful. Consistency isn't just good practice; it's an anti-fragile strategy that allows you to benefit from unpredictable opportunities.

2. Differentiate ⇒ Be Memorable, with an Opposing Point of View

Standing out often means zigging when others zag. Don’t shy away from having a strong, unique perspective that differentiates you from the rest. Challenge conventional thinking and offer new solutions for all of those people who are dissatisfied with the available options.

Example: Have you ever spent countless hours researching the optimal way to use all of your points, miles, etc. when planning a trip. It’s crazy how much time it takes, and at the end of the day you make a call and hope you didn’t just make a bone-headed move. That’s where PointsPro Travel stepped in. They spotted the space that points hoarders agonize over—how to maximize the points they’ve patiently saved up. Cool right?

‍✈️ Oops, PointsPro Travel doesn’t actually exist. I made it up. Because it SHOULD exist. Am I right? I’m their ideal customer profile. Anyone? Bueller? If this exists, please someone lemme know.

3. Create Thought Leadership Content ⇒ Connect through Experience Sharing

Sharing your experiences and insights builds credibility in an approachable way. Because, storytelling! Sharing your experience works because people want to know that you understand their challenges intimately and have experience addressing those challenges. From blog posts to social to podcasts, share your journey.

Pro Tip: Host a webinar where you share a behind-the-scenes look at how you solved a complex problem. This not only demonstrates expertise but also builds trust with potential clients who face similar challenges.

4. Explore Partnership Opportunities ⇒ Find Common Ground

Hey, who else is at the party? Consider collaborating with other people or businesses who share a similar audience. Partnerships can amplify your reach and introduce you to new communities.

Pro Tip: Take a look at your business category. There are probably tons of complementary businesses in there along the value chain. For example, at Motive3 we do positioning and messaging strategy (we don’t do general business coaching or content execution). Because of where we sit, we collaborate well with CEO coaches & EOS-style implementers upstream, and PR specialists and content agencies downstream.

5. Simplify Your Message

Last, but definitely MOST. Your message must be clear and easy to understand. What problem do you solve? Who do you solve it for? Avoid marketing speak that confuses your audience. You need to sit somewhere between the boring feature-oriented chatter and the impossible to put your arms around platitudes. Break down your complex ideas into simple, relatable concepts.

Pro Tip: Use storytelling frameworks like the Pixar Pitch, which structures your message in a narrative format that's universally understood: "Once upon a time, there was... Every day... Until one day... Because of that... Because of that... Until finally..."

💡Or, hit me up for one of our storytelling workshops!

The Bottom Line

Going from a referral-based business to one that attracts interest beyond your personal sphere means figuring out why people work with you in the first place. Spoiler alert: it's probably not just what you do, but who you are.

Think about how you can authentically and consistently showcase your unique self to new audiences in a way that will build familiarity. (Marketing speak: in buyer psychology this is called the “mere exposure effect”. The more we see something, the more we come to like it and trust it). This is the key to building genuine connections and driving growth.

That’s all folks. Embrace these strategies so you can grow your network (and your market share). It’s all about standing out with authenticity and building familiarity.

Cheers to new connections!

Hey, my book is finally out! You can find out more (and purchase) at Deckonomics.com Plus, FREE worksheets!)

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