The Secret to Generating Warm Inbound Leads Every Month

what would it be like if you had a consistent flow of warm inbound leads for your business in today's video I want to share a strategy with you that I've been using to help creative businesses attract their ideal clients without sending thousands of colde emails running paid ads or even spending hours creating content so let's get into exactly how it works I genuinely believe that this is one of the most underused and under ated strategies when it comes to generating warm leads in fact it's actually the reason why you're watching me on this channel right now even though I don't own it so if you not heard of me before my name is Matt essome and over the last 10 years I've been coaching award-winning creative Studio owners to help them have more fun more freedom and more fulfillment running their business and one of the key strategies that we've been using in order to help them do that is something that I call the partnership Playbook and that's exactly what I want to share with you today so when I speak to most creative agency owners or creative business owners about business development they usually tell me that they kind of feel some of these things they feel like it can be quite slow quite unpredictable some people even use the word painful they say that they feel a little bit lost like they don't know where to start it can feel like it's a very cold process like they're doing lots of cold outre in order to try and get attention they feel like it's an evil necessity and often it feels a little bit one-sided like they're trying to convince people so you might resonate with some of these words you you might not you might have some of your own but what I want to do today is talk to you about a strategy that makes lead generation feel like and even I'd go as far to say dare I say it fun and actually quite rewarding so the effort that you put in is actually going to reward you with the output and more warm leads it's actually something that can be predictable if you do it correctly and it can feel quite leveraged and when I say that what I mean is that in relation to the time and effort that you are putting into this you get a lot back from from it so this is not like cold Outreach where you have to send thousands and thousands of emails to hopefully get maybe one or two responses and then maybe get one client if you're lucky this system is a way where you could probably spend 30 minutes a day and get a handful of warm leads people who actually are interested in working with you every single week and so finally it feels frictionless so if we're going to do this there are a few few kind of Big Ideas that we need to understand and we need to kind of look at the way that most creative business owners currently generate leads and so typically the way that we think about getting a lead is we think we have an agency or we have a creative business and we want to reach out to a prospect right and we want to try and warm that person up we want to try and get them to know us to like us to trust us enough to give us some business now that's fine but the problem with that is it takes a lot of time right and it's a lot of time and energy to get this one person who may or may not become a client and that's fine if maybe there are a referral or something where you feel like they're quite warm but the problem with referrals is often they feel quite unpredictable often you're kind of Trapped In This price cage where somebody refers you because they know how much they paid for that particular thing then they want to pay the exact same price and so it's very difficult to then raise your prices so referrals are great but they have those disadvantages and what I'm about to share with you is a way to almost have a system where it's like having referrals but it's way more volume and it's much much easier to get them so the way that I want you to first of all start thinking about lead generation is instead of one to one I want you to think about it one to many and this is why I call it the partnership Playbook cuz we're actually going to not think about um getting prospects as they're often referred to we're going to think more about getting partners and so the concept is really simple a partner is somebody who can get you in front of multiple prospects and there's there's different types of Partnerships which I'm going to talk about in a minute but the key concept like the one big overarching idea of this strategy is that we want to build relationships and spend that time and energy building relationships with people who can get us in front of multiple prospects or multiple potential clients rather than just one so instead of one to one we're thinking one to many so that's the first kind of big idea and then there's these kind of sub ideas I suppose or sub categories of ideas before we get into that I just want to talk a little bit about the three different partnership types now I learned this from Daniel Priestley who has been on this channel and is an incredible entrepreneur and he talks about this in a slightly different way but this is kind of my interpretation based on working in the creative Industries and working with creative businesses so let me just get rid of this for a second and I'll I'll res sketch it there's basically three types of partnership the first one that I want to talk about is what's called a distribution partnership and that's kind of what I was alluding to on this last slide it's this idea that we build a relationship with somebody who already has the attention and the trust of our ideal clients and they put us in front of their audience now right now the video that you're watching is a distribution partnership I don't own this channel I'm creating content for this channel and I'm getting in front of an audience that isn't an audience that I've personally built this is Chris's audience right this is an audience that Chris has built and so I'm going to tell you a little bit about how I've managed to do that and I'm going to tell you a little bit about how that relates to creative businesses and how we can do that with our agency but a distribution partnership is really simple and if you kind of took this out of a slightly different context if you think about products for example a distribution partnership might be if Nike make a trainer they need to get that into stores you see those Nik trainers they're not just in Nik stores right they might be sold by Walmart or they might be sold by big kind of shoe outlets they partner with people to distribute that product and one of the most common things that this works in terms of creative business owners is around content so content distribution like this at how can we get us or our content or our business in front of of other people's audience so that's the kind of first type of partnership the second type of partnership is a delivery partnership now this one you might be a little bit more familiar with or you might have even done this yourself and so a delivery partnership really is about you and your business being part of a wider delivery and the most common one that I see and that we've helped our clients with is where you work with a bigger agency so let's say you are a video production Studio but you work with a big agency that doesn't just do the video production it also does distribution it does paid advertising maybe it has access to Big media outlets and things like that and so they need a specialist team that may be work in a particular way which they don't have in house and so you as a video production Studio you go in and you deliver the actual content of say that advert or that campaign for a bigger Studio this one is quite common you've probably done it yourself it's often a great way to supplement your income when I was first running my design studio um I didn't have enough work directly from clients and so one of the things I used to do is I used to go into other agencies and almost kind of freelance for them and do the design and help them with their websites and things like that and they would pay me but it was part of a a bigger thing right so delivery partnership is really about being a part of a bigger entity or a bigger organization a and your work is part of that and then the final one is what is called or what is often referred to as a brand partnership and a brand partnership is pretty simple this is where you see if we go back to the example of Nike for example Michael Jordan was kind of one of the biggest brand partnership or brand deals that was done in that particular decade and then they had products that came out around that like the Air Jordans and things like that right so nowadays we see it more where people partner with say influencers and so they want to get celebrities like they want George Clooney to partner with an espresso that partnership is about that person or that thing being associated with that product now the ultimate partnership is actually in the middle here right the ultimate partnership is kind of like where the money is is where you have a partnership where you have distribution where you have delivery and you have brand Association and so for example just to kind of let you in a little bit behind the scenes of of this partnership there's a distribution partnership which is where I create content and it gets put on somebody else's Channel there's a delivery partnership where I am actually a coach within the future prog group and I run sessions and there's kind of a brand partnership where I'm being associated with Chris and the future and so that's associating me with their brand and that so that's for me is kind of like the ultimate type of partnership and these are the kind of Partnerships that I look for now the reason I'm talking you through these is because they are different levels of complexity so one of the easiest I would say is a delivery partnership to go in and find other agencies or other businesses that are currently delivering something but maybe don't have the element that you deliver so a really easy example would be if there's a web design studio but they don't actually offer the delivery they don't build the websites and so if you know how to code if you know how to build websites you could go to that business and you could partner with them and you could say hey when you build websites why don't you package what we do in and instead of just selling the design you sell the whole website right so that is a pretty common one a pretty simple one that I think most people could understand and so I would say this is the easiest one to do now the principles I'm going to share with you in a minute I'm actually going to show you how to implement this in your business so this is not just like a high level Theory this is like some things that we've got to do in order to actually get these kind of Partnerships I would say the second type of or the second easiest is a distribution partnership actually getting your content in front of somebody else's audience one of the reasons for that is because content creators and people that are putting out content regularly they always need content to deliver value and keep their Channel engaged or Their audience engaged right so this is actually a lot easier than most people think and then the third one which I would say to tackle is a brand partnership so this is actually aligning yourself with a particular brand so if you ran a design agency you might want to be Affiliated or associated with someone like AJ and smart or pentagram or somebody who's very well known in the industry and once you say hey yeah we partner with ajn smart or we're an ajn smart partner all of a sudden you then have more Authority in your client's eyes so hopefully that makes sense in terms of the different types of partnership and I would advise that if you've never really done this before you start with a delivery partnership and then you move on to a distribution partnership but when you're really thinking about if you want a that doesn't say worm it says warm um if you want a a warm inbound usually flow of leads then the distribution partnership would be the thing that I would focus on the most so when clients come to me or when creative agencies come to me and they say oh we need more leads the first thing that I look at is who already has the attention the trust maybe even their clients of theirs who already has that and how could they get in front of that audience that's what I'm looking for because it's the most leveraged and it's the fastest way and the metaphor that I often use is it's a little bit like going to a really cool house party and option one which is what most people do this kind of onet toone approach is you rock up you don't really know anyone and you kind of go around to the party and introduce yourself hey my name's Matt you know I do this and I was like okay cool and maybe you've got a great pitch and it sounds interesting to people that's your kind of best case scenario how much time does it actually take to go around and introduce yourself to everybody at the party out of those people how many of them actually remember you it's quite a low leverage way of getting to know people versus going to this really cool party and having the host being best friends with the host and having the host introduce you to everybody and not intr introduce you one to one but imagine this for a second you're at this party and there's music playing whatever and the band stops you get on stage he clinks some glasses and says hey everyone I hope you're having a great time look I just wanted to take a few minutes to introduce you to one of my best friends this is Matt he's amazing he does all of these things I really think you should get to know him tonight like you're going to get off that stage and be mobbed and you see this with speakers and you see this with like people who' have been on lots of podcasts that person I was recently in Dubai with Chris and Chris was giving a keynote on this stage and as soon as he got off the stage he was literally mobbed by people because the distribution he had he didn't build that audience he just showed up and gave that talk somebody else had created that audience and so people in their mind thought well if Chris is on the stage I mean obviously a lot of people already knew who he was but if Chris is on this stage he must be noteworthy he must be somebody who who worth being on this main stage right so he was kind of introduced by somebody else and so that's the idea of a distribution partnership and as I said if you can combine these two if you can combine the distribution with your brand Association this is kind of where the golden ticket is so let's get down into how do we actually do this how does this work what do we need to say where do we find these people right and so there's kind of these three big ideas that we need to think about the first big idea is that we want to build our tribe I think about Partners as like a tribe of super fans like brand ambassadors and we just want a handful of these people who are going to constantly Bang the Drum about what we do or are constantly going to kind of put our content and our thought leadership and our ideas in front of other people so that's the first big idea the second idea is that we have to identify a value Gap people aren't just going to put you in front of their audience and partner with you if there's no clear value right if there's no clear value exchange and so I want you to think about a partner and a partnership where really it is just an exchange of value you are giving something to them and they are giving something to you in this case it's one of these three things either distribution brand Association or delivery but and I'm going to get to what do we give to them and and how do we position it in a minute but that's how I want you to think about a partnership so we've got to spend some time identifying like where is a mutual value Gap and then the final thing is we're actually going to pitch an offer so once we understand where we think the value is we're going to go to them and say hey this is how I think I can help you this is what I propose and so I'm going to give you the structure for each one of these things so there's a little bit I want to talk about here in terms of kind of the partner ecosystem and so one of the Bigg mistakes that I see people making when they're thinking about building this tribe is they go for these people who are basically just un reachable right so for example you might say well I work with Wellness brand so I would love to partner with someone like J sheety and I would love to have Jetty talking about my brand well how much value you can add to Jett I don't know because I don't know your business but what I do know is unless you have a personal connection with jhett already the ease of access to get to Jet is probably somewhere down here right so even if you have a lot of value to offer Jay and you think you can really help him well the likelihood of him actually responding to maybe like a DM on Instagram or whatever is probably quite low so you've got this section over here which is kind of like I would say the Amber Zone like it can work and you can get in front of people you know I've got a relationship with Chris and built a relationship with Chris and he's got millions of followers I would say Chris is probably an edge case like if you've ever met Chris he's a very humble person he's a very open person he's not particularly difficult to get in touch with and and reach out to so I would say he's probably an edge case I would say most people with audiences his size are very difficult to get in front of so I would work your way up to that I would work your way into circles rather than trying to go straight for them so ease of access if ease of access is low even if Mutual value is quite High I would still say that's an Amber and then obviously if ease of access is low and mutual value is low then that's a red right if ease of access is high but Mutual value is quite low I would say again that's kind of an Amber maybe even a red so what we're really looking for especially to start with is we're looking for these people who are easy to access like we're going to we kind of know them personally or we've got them in our Network somehow or friends of a friend and we can identify some mutual value so I'm going to give you a couple of examples of different people that have done this and our different clients I'm going to give you some examples of how I've used this strategy to build my business and this was the exact strategy that I used when I was first building my coaching practice and I literally had no audience I didn't know anyone and I built my business to its first six figures literally just using this strategy so I've written down here co-working and the reason I've written that is because I thought who right now has the attention of my ideal clients and at the time that was Freelancers and small creative agencies so who do I know that already has their attention and one of the ways that you can figure that out is you can think about where are they already spending money and spending their time and so the obvious one for me was co-working spaces they're already hanging out and so I thought okay well now know where to look do I know anyone that has a co-working space and actually as it happened in my city because I was going to a co-working space I'd actually got quite friendly with the the founders now it wasn't a huge co-working space right it was didn't have like hundreds and hundreds of people it maybe had like 50 people in there in total including the offices and and the co-working and I just approached the the owners and I said hey I'd love to you know get in front of some of these people cuz I think I've got some value to offer there's one of these things that I do I run this Workshop it's a 60-minute workshop I usually charge this amount of money for it but if you guys help me promote this workshop and you send an email out to all the businesses maybe we put some flyers around or whatever I will come in and run it for free and this is what I think people will get from it and this is why I think it's relevant to your particular audience and so they agreed they said sure you know we'll we'll run it you can use the space and so I went and I ran that workshop and because I offered lots of value and I gave lots of insight after the workshop and because I was already in that co-working space people naturally just came up to me and said hey I really enjoyed this and you talked about that I'd love to have a conversation with you like cuz our business is kind of struggling with that and we would love some help with it right so it felt very natural it felt very easy and I didn't actually have to do that much work I literally just made that one relationship with the founders and they helped me to promote it they got people there all I really had to do was actually deliver the workshop so that was a really good example now that wasn't a huge audience but there was clear Mutual value and there was clear ease of access and so the more I started doing this and the more people I knew and the more Partnerships I built then I went from kind of small local co-working to building relationships with with uh people like Wei workor and at the time wework were massive they had offices in every single city across the UK right and so I started to get introduced to community manager and people who ran other co-working spaces or were in that Network would say hey Matt runs this really valuable workshop and I would start to build up testimonials I would get them to say hey who do who else do you know who could you introduce me to and so then I got to a point where every single week I was running one of these workshops and I was up north England I was in leads I was in Manchester I was in Sheffield then I was in London I was in the end I was running around like a headless chicken but every single week I would get in front of my idol clients from sometimes 7 or eight people to sometimes 20 30 50 people and then I'd invite be invited to give bigger talks and talk at like the Google campus and things like that now obviously this is an example for me and my business and you might say that's all right for you Matt you know you're you you're good at speaking or you enjoy speaking but I don't I'm an introvert I don't like that so I'm going to talk to you about some other ways that we can find Mutual value as creative business owners but you need to understand this concept first cuz if you just think oh okay well I'm going to approach or J Shetty or Daniel priesty or whoever and then probably not get much of a reply and then think oh this method doesn't really work so you want to start low and you want to look for high ease of access High Mutual value so the first thing we're doing is create a list like who are these people that we know that we could know in our Network who are some people that already have the attention the trust of our ideal clients and so we'll literally just write them down by the way if you want I've created a workbook which kind of guide you through some of these exercises a little bit more if you want that workbook I will drop a link to it below and you can grab a copy the second thing is we want to identify the value Gap and this is where most people get stuck they're like well I don't know what I can offer Matt right so I'm going to give you some ideas I'm going to give you some very simple things that have worked consistently for our clients and I've used these with Design Studios I've used them with animation film branding marketing social media you name it all of these kind of value levers as we call them work so I talked about the workshop that was an example I just gave another one which is really really simple is a free audit so let's say for example you identify somebody who has a customer base that are also your ideal clients and this is one of the ways to kind of find some of these people right so who offers different service to me but also serves the same kind of people is a very good and powerful question to ask and we can start searching for those people you could offer to Their audience a free audit now I've heard a lot of people say are these are quite common place now everybody does these well they are so a website so a branding so is animation right so it's about the way that you frame it like what are what are the ideal clients going to get from this audit and that's the bit where most people fall down they think someone's just going to buy an audit cuz it sounds great but if they don't know what they're going to get from it then it's no use to them so they could have audit you could create content right and so one of our clients an animation studio he wanted to work with this big big Festival that was attended by hundreds if not thousands of their ideal clients so one of the things that they did was they had an agreement with the event organizer that if they created some short animations to promote the event they would give them a free stall and they would also put loads of their they could basically sponsor the event is is what the end uh result was right so they they put them as a sponsor for this event because the animation studio created these cool animations to help them to promote the the festival and so you might think oh well they're just working for free right but really that's just a form of content like technically right now I'm working for free even though I've been doing this for 10 years even though I've got lots of clients and I've got people queuing up to work with me I'm still doing this for free mainly because I enjoy it and because I want to add value to the this Channel and because I want to reach more people and educate more people but I'm not getting paid to do this right so I really want you to get out of that mindset if you're in that mindset of oh I don't work for free you need to deliver as much value as you can up front and so the content they created then allowed them to sponsor the event and guess what then they got in front of their idle clients they had brochures in the goodie bags they had a presentation about them they said hey by the way if you like these animations this is the studio that does it and all of a sudden they had all of these inbound inquiries and inbound leads right and that kind of goes onto my fourth one there which is the service exchange right which is like hey we'll do this thing for you if you promote us to your idol clients now if you think about that that is highly leveraged like you probably couldn't pay the money that really it would cost to advertise to that many people and then you advertising to a cold audience so this is the beauty of the partnership Playbook is that they have a warm audience they have an audience of people that already know this brand and that already trust the brand that have already done all this leg work around marketing and brand building and all of this stuff they've done all of that for you so the more value you can offer them the better it is and the more people going to get in front of so co-promotion is another really easy one which I still try and do so find other people who serve your audience where there's not like a direct competitive overlap and maybe they've got a similar audience size to you maybe it's a few hundred maybe it's a few thousand and say hey do you want to do some joint stuff together I'll promote your products to my audience and you promote mine to yours and there's no real danger there because those people can buy both things right there's no conflict of interest and then the final and most the easiest one is actually just asking for referrals and what I mean by that specifically is going to a partner and saying hey by the way if we do this thing for you so like do a free audit or a free strategy session or something for the partner would you refer us to your network like if you were impressed with our work would you refer us to people that came to you like really really simple so hopefully they give you some ideas now there are plenty of more but I don't want to overwhelm you I just want to give you some of the most basic ones and these work so well like we've literally had clients like Christina who wanted to get more people to her workshop and she built a relationship with somebody who had a community of Ideal clients and literally in 48 hours she had 50 people signing up to that Workshop just because that person put out a message to their Community saying hey this is Christina I think you guys would really like her stuff she's running a workshop on this date and a bunch of people signed up right so this is really really powerful and I've seen it work over and over again so here's a really simple script that you can use if you're reaching out to people and I call this a research call because I'm I'm really just exploring to see if there is any Mutual value often it's not obvious on the surface if there is any way that we can actually help um help them or any way that we can actually collaborate and so I just kind of say hey I'd love to jump on a quick call with you to see if there's anything we can do it looks like we serve the same audience um would you be open to having a conversation and these are the kind of responses that I usually get back and it is literally as simple as this right hey it looks like we both help agencies but in slightly different ways let's connect and see if there are any ways we can collaborate hey thanks for connecting Matt sounds great awesome let's have a quick chat and see if there's any aval up and opportunity do any of these times works for you and I always try and keep this nice and short right it's 10 15 minutes I'm just exploring I'm not doing like a long sales pitch and I'm really just going to find out about them so how do we identify this value Gap and this is where these research calls come into play and there's a structure that I like to use for these research calls which allows me to kind of start uncovering some of these things now if you have one of these research calls and it's 10 minutes 15 minutes you're like wow it seems like there's loads of stuff here I don't even know where to start well it doesn't mean you can't book another call you can literally just say to them hey sounds like there's lots of ways that we could collaborate and lots of opportunities do you mind if we jump on a slightly longer call so I can dig down into some of these things and actually present some ideas to you right so don't feel like you're restricted and you have to find everything in this 10 minutes but this 10 minutes is really just to show this person hey look I'm not here to sell anything to you this is I'm a genuine person I'm a real human and actually just get to know them a little bit and get to know a little bit about their challenges so let me just quickly talk you through this cool structure it's pretty simple first thing is just going to build a little bit of Rapport right Rapport is pretty simple you're just trying to find something in common and do they have kids where do they live in the world have you been to that place before you're all you're all humans you all have friends I think you know how to build rapport right but just spend one or two minutes building a little bit of Rapport and then the pre-frame is really important now if you've seen my onepage sales framework you'll know that this is a common thing that I talk about in there the importance of the pre-frame and the preframe is really just telling somebody what you're going to talk about or how the call is going to go this is quite important because sometimes if people are jumping on a cool with someone they've never met before or don't really know they're like hold on a minute who is this person what are they trying to get from me they're a stranger they've kind of got their guard up right and so we want to make sure that this person understands hey what's Our intention of the call what are we hoping to get from it and it can just be really simple it's like uh Hey Hugh great to connect with you today man look one of the ways I grow my business is I find Partners people that serve the same audience as me but don't have direct overlap and so today I just really wanted to ask you a few questions to learn a little bit more about your business and just see if there's any way we can collaborate and it could just be a simple thing where I refer you business and you refer me business or there could be some kind of content collaboration but really my intention today is just to figure out if there's actually any Mutual value that we can offer is that okay with you right and so that's like my pre-frame done they know what the Call's about they know how it's going to go and they know we're going to ask them some questions and so then we're just going to talk about their goals so you know tell me a little bit more about the business what are you trying to achieve this year what are some things you're trying to get done okay cool and what's what's preventing you from that um and so you might not hear anything in this which like feels related to your business and that's okay but you you want to know broadly where they're trying to go what's really getting in the way and then if you hear an opportunity I wouldn't try and spurt and Pitch everything right then I would just say hey look based on what you've told me today I think there could be some opportunities for us to collaborate would you mind if I just go away and put some of these thoughts down onto paper or you know collect my ideas and present them back to you and then I would book in another call if you can't book in another call they don't want to jump on another call then you can send something across like a slide deck or whatever or a little video like this but ideally get them on a call and then just say great here are the next steps this is what I'd love to do great so this is what we're doing as many of these as possible to try and figure out like what are their needs how can I help them you know if they're a Content person like are they putting out the amount of content they want to what do they find frustrating about content creation we're really just trying to understand their world and then we're trying to think about some ways that we can help them and demonstrate value so that's the cool structure and that's how we start identifying the Gap and then I would just start listing this down this is kind of for me this is where I'm trying to map out the value like hey what were the challenges that I heard on that call so maybe it's like content takes too much time right it might be expensive might not be reaching the people I want whatever it is right what's the mutual value well maybe I could do some of this for them or do I have a tool that they could use could I save them some time like what is it and and then this part here is just some ideas around the offer right um so what would the offer actually look like why should they care what are the strengths of that offer so that's kind of the value map now we need to think about actually how we're going to pitch our partners like what are we going to say to them to actually get them to agree to this partnership now there's kind of like a longer version script here that I've given the problem with scripts is they are kind of quite personal to your business and so I'm not suggesting you follow this word for word but I am going to talk you through a structure just like I had a structure for the call there is actually a structure for kind of how you pitch something and the way that you present that to that person so there's five elements to the pitch and these are the things that you kind of need to include so the first one is a reason like why do you think that this is a good partnership like why do you think there's an opportunity here for us to collaborate and it could simply be that we serve the same audience and there's a real Gap in terms of the offer and I really feel like if you included some of my services and some of the things that we do in your offer we could charge way more for it we could deliver way more value to this end client could be something like that but like hey this is why I think I can help then we're going to complement what they already do what do we like about what they're already doing oh I really like this content and how you do x y and Zed or um you know I really like how you frame this service or how you Market it or promote it or whatever it is like a genuine compliment for this person then we're going to explain where we think the mutual value is right so this is the work that we've we've done back here so we're just going to kind of articulate hey I think there's a little bit of an overlap here I think this is where we could offer value the anchor bit here is I would say it's optional but it really helps and an anchor really is something that you have in common and so a really good example of this is if you go on holiday and you meet someone who's from the same town as you or they support the same football team or they grew up in the same place that you did you automatically feel this bond with them you automatically feel this connection with them right and that relationship all of a sudden becomes more valuable they suddenly go from being maybe a stranger to somebody you feel a little bit more warmer towards and so that's that's what I refer to as an anchor like what is the thing that you've got in common what is the thing that anchors you to them and so this could one thing that I find works really well universally is is your mission like what is your mission and is it the same as that person's mission do you have like a similar background did you work in similar places before have you had similar experiences are your stories similar like is that why you're both doing what you do and and you know we can explore some of those things in the the research called but the anchor is really just about finding something you have in common and then the ask is hey what do you want me to do so we want to get a specific as possible if they tell you they've got a big email list okay great would you send an email to your database if I wrote the email and this is what I wrote it about and I shared my framework for you know helping SAS businesses increase their lifetime value or whatever and I shared that would you would you send that out to your database so we want to spefic specific ask and so that's what it's going to look like when we actually pitch we want ideally want these five elements now I just gave a stupid little example here where I imagine like I'm pitching Chris to be on his channel Chris might hate me for this CU he might now be unated with pitches like this but you know as I'm here I I can I can think about what that example might look like so I might say something like this hey Chris so this is the reason I wanted to reach out as I was watching your interview with Blair ends right that's the reason the compliment is I really like how you challenge him on the non- pitching idea then the anchor is as a podcast host myself I know it can be really difficult to get in a variety in the episodes and so the value is I thought you might be interested to have a flick through my book that offers a different take on some of Blair's ideas and then I'm just doing a little bit of kind of authority here piece at the end having coached hundreds of creative business owners over the last decade I thought the work of us his partner in chap to five could make a fun podcast episode so I'm basically saying hey I've done the work for you here's what I think the podcast episode would be about and the ask is let me know if you'd actually be up for recording one together so I've just tried to take these elements in here right I said hey this is why I'm reaching out this is what I like about what you do this is where I think there could be mutual value and then the anchor is as a podcast host myself there's a bit of anchor there he's also written a book so as an author myself there's a little bit of a hey I'm on the same level as you and makes me feel anchored to you sight and then the last thing is like hey this is what I would love to do I'd love to record an episode with you right so that's kind of like an an example of the pitch and then we really just want to go through these motions and try and do this for as many people as possible but ultimately what I found in my business is that you only really need five maybe six Partners especially in the distribution space but also in the delivery part to really grow your business and get cons assistent inbound leads so when I was first running my business I had say four or five co-working spaces that allowed me to come and do workshops and that actually meant that I was really just doing one a week and they were just consistently promoting it basically some of them were just kind of doing once a month hey you can come in others were doing it more frequently but it allowed me to get in front of other people's audiences so think about that for your business and let's just do a really quick recap so the first big idea is that instead of going one to one and pitching prospects one to one we want to think about going one to many and the way that we do that is by finding Partnerships now there's three types of partnership there's a distribution partnership where you're getting your business in front of other people there's a delivery partnership where you're plugging your business into something that somebody is already selling and there's a brand partnership where you are associating yourself with another person or organization there's three big ideas that we need to keep in our head if we're going to build successful partnership first we need to think about building our tribe and we find our tribe by finding where there is a overlap in terms of service delivery or people there isn't a conflicting interest people that already serve our idle clients then we want to find a value Gap we want to find something that they need help with that we can help them with we want to find a problem or a challenge or a goal that they have that where we could deliver some value then finally we want to get on a call with them to understand that better and then we want to pitch our offer and hope that say they say yes and then the last thing I would say is if you could get that in writing and if you can get an agreement and actually sign it and say hey this is what we're agreeing to then you have really solidified that partnership and made your business more valuable as I said you can get a copy of the workbook which goes into a little bit more detail about some of these things below just click the link below if you found this video useful don't forget to hit that subscribe button on this channel there's so much great content on here and if you're not subscribed you will miss it my name is Matt essm I hope you enjoyed this video and you're actually going to go away and implement the strategy in your business and generate warm inbound leads please let me know in the comments if this works or if you have any questions I do check them until next time see you soon