Book Yourself Solid, 3rd Edition

CHAPTER 12The Book Yourself Solid Direct Outreach Strategy

You miss 100 percent of the shots you don't take.

—Wayne Gretzky

As a business owner, you'll need to proactively reach out to potential clients to make offers and to marketing partners and other decision makers to create business opportunities. In fact, the most important direct outreach you do might well be to other service professionals, businesses, and professional associations to network, cross-promote, and build referral relationships.

Let's clearly define what direct outreach is not before detailing exactly what it is and how to do it authentically, easily, and successfully. It is not spam, which has typically been considered unsolicited mail or email, sent, without permission, to mailing lists or newsgroups. However, I think the way people now see spam has grown in scope and definition. Today, there are many more ways you can be labeled a spammer—even when you think you're standing in the service of potential clients or business associates.

As you know, spam is not the Book Yourself Solid way. It never has been and never will be. Before the advent of the Internet, direct outreach was a very common marketing strategy. I suppose it's no less common today, but unfortunately, it is often perceived as spam. You must be very careful and discerning with respect to how you use the Book Yourself Solid Direct Outreach Strategy.

You can now be labeled a spammer by sending an unsolicited email directly to a potential client ...