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Agency owners ask me every day how to generate clients.
In this Scaleblazer session, I sat down with Domenica Martinello and discussed spammy sales tactics and how you can differentiate yourself.
Someone messaged me yesterday and said “you have to send at least a thousand emails per day to get results.”
My question to them was:
“Who the heck are you anyway? What are you doing?”
Most come off like relentless salespeople– bloodthirsty mosquitos that are “just following up” to get a 15 minute slot on my calendar.
Unfortunately, this outreach method isn’t limited to cold emails.
Here’s an example of a pitch on Twitter (I get 5 – 10 of them per day)
Does this seem personalized to you?
The agency owner messaging me doesn’t know who I am or what I do.
Yet, they expect me to give up my valuable time to schedule a meeting?
Here’s another example:
If the agency owner really loves my content, why not take the 5 seconds to find out where I live?
If you’re cold emailing someone, don’t fake a prior relationship. For example, instead of pretending you’ve met before, focus on being genuine and clearly stating the purpose of your email.
This approach is a surefire way to destroy trust before you’ve even had a chance to build it.
Using mutual connections is a great way to quickly build trust. For instance, I received a message from someone who said,
While referencing a mutual connection is a good start, the phrase ‘pick your brain’ often implies free consulting, which can devalue your expertise. A better approach would be to clearly state the value of the conversation and how it could benefit both parties.
The problem with these messages are the same:
They lack value.
Think about it this way: the more valuable the client, the less time they have to entertain generic outreach attempts.
They’re looking for quality, not quantity.
And let’s face it, the best clients are the ones who are willing to invest in meaningful relationships – the ones who see the value in what you offer and are willing to pay for it.
So, what’s the secret sauce to capturing their attention? It’s simple: add value. Instead of bombarding them with messages like, “Just following up,” have proof that you’re good at what you claim to do.
The best way to do that is by demonstrating expertise with a LIGHTHOUSE.
A LIGHTHOUSE is a client well known in the industry that you’ve had success with. This is an example of a client who you can reference to others for successful implementation of your services.
A recent example of a LIGHTHOUSE client is my friend Roger Wakefield.
Roger is a plumber with a combined following of almost 1 million, with 500,000 active subscribers on YouTube alone.
And because Roger Wakefield is a friend, because we’ve done SEO for Roger Wakefield, then anyone else who’s a plumber understands that our agency has experience with plumbers and their goals.
The next question you’re probably asking is “What if I don’t have a Roger Wakefield?’
You Have to Build Perceived Authority
To do that, you partner with someone else who has driven the kinds of results you want.
So if you don’t have a Roger Wakefield, partner with somebody who does and do whatever’s necessary to get experience working together.
You can tell them:
“Hey, I want to work for you. I’m willing to work for cheap. The reason is because I’m trying to get my experience because eventually I’m going to break off and do my own agency.”
Most business owners are fine with that so long as you’re clear on communication.
Then you do a great job for them, publish it, and get permission to share their results.
So when someone goes “Hey I know Roger and if Dennis is doing good work for him, I can trust him too.”
This comes in direct contrast to cold outreach.
We’re not selling or asking for testimonials – we’re demonstrating our expertise while elevating others.
Which ironically, is the most efficient way to get clients instead of pitching strangers.
Co-Created Content and Expert Collaboration Boost Credibility
Merging your authority with that of well-known figures through co-created content and expert collaboration can significantly enhance your credibility.
Take Tom Ferry as an example. He’s a major influencer in real estate with 450,000 agents following him. We did a digital marketing master class covering cross-posting, TikTok, and local service ads. I shared everything openly, and the feedback was overwhelmingly positive.
So, what happens when Tom Ferry’s audience encounters this content on YouTube, Facebook, Twitter, and his website?
We see a flood of inbound requests daily from real estate agents asking for help with scaling their teams or improving their SEO. Even though the content is old, it is still effective because we are running a Dollar-a-Day ad campaign targeting Tom Ferry’s audience.
Don’t have a Tom Ferry in your niche? Find a knowledgeable expert, interview them on a podcast, and share the insights openly.
Why Do Many Fail to Implement Effective Strategies?
A common challenge in implementing effective strategies is a lack of commitment and a misunderstanding of what true success requires.
They often believe that internet marketing is an easy route to quick money without recognizing the need for thorough processes. Common pitfalls include not using checklists, failing to publish processes, and prioritizing immediate gains over building a solid reputation.
For instance, Connor Snider, who exemplifies the dedication needed to succeed. Starting in the mortgage space, Connor worked diligently and built a strong reputation through his efforts at Castle and Cooke.
His success in video repurposing and dollar-a-day advertising, accumulated over years, is a testament to his commitment. This hard work led him to establish Story Co, a SaaS company that effectively uses AI and strategic marketing.
Connor’s journey underscores a critical point: the principles of Word of Mouth and reputation-building are as crucial today as ever. While the internet can spread Word of Mouth, it cannot replace the need for genuine trust and quality work.
The real challenge lies in maintaining consistent, high-quality efforts rather than seeking shortcuts or quick fixes.
Building Client Relationships to Drive Success
Providing exceptional care to one client can lead to many more, a principle I firmly advocate. My friend Ken Vanden Vander, who leads Portland’s top pest control company, exemplifies this approach. Ken’s success goes beyond SEO and business tactics; it is rooted in the relationships he builds.
The beauty of local marketing is that it allows you to replicate successful strategies consistently, provided you have a solid checklist and great examples.
While the “lighthouse” example is widely respected and powerful in the industry, it’s not the only way to achieve success. The genuine trust and connection Ken fosters with his clients demonstrate how local strategies can create authentic results.
When other pest control companies observe the genuine trust and connection between Ken and me, they are naturally drawn to the authenticity of our work and the results we achieve.
There are a myriad of tools to assist with this, including on Vendasta to provide the best possible experience for the types of clients you want to work with.
Don’t Lie to Get a Client – It Always Backfires
Your reputation is everything, especially in digital marketing. Clients talk, and news spreads quickly, particularly in tight-knit industries. For example, if an agency falsely claims that Glenn Vo, a prominent dentist with 40,000 followers, is their client, the truth will quickly spread through his network, Nifty Thrifty Dental.
When we ran ads for Nike and the Golden State Warriors, some of the kids we worked with thought, “Oh, this is easy! I’m just going to start my own agency.”
They then put in big letters on their website that they ran ads for Nike.
But when asked who at Nike they worked with, they went quiet.
As tempting as it is to get a client by any means possible, understand that clients talk, and reputation is everything.
It’s certainly not worth lying about.
In conclusion:
- Find your own LIGHTHOUSE in a unique vertical (plumbing, landscaping, HVAC, etc.).
- Deliver them outstanding results while documenting the process.
- Get their permission and elevate their success online.
Dennis Yu
Dennis Yu is co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.