saying ‘no’ would be stupid.

I have a confession to make.

I’ve never sat down and watched The Godfather series.

But the “make them an offer they can’t refuse” line STILL sticks in my head.

As a business owner - you can’t obsess over this enough.

Not like violent Mafia.

More like “I understand your problem so well that I’m going to give you something that’s impossible to say no to” sort of way.

There’s a growing trend in AI and automation that’s making cold email, cold LinkedIn, cold pitching easier than ever.

Does that mean it is going to stop working and it will be ignored?

No - people will always have problems.

But the bar for being unignorable is FAR higher.

Accurately diagnose and solve someone’s problem and you will always be in business.

This is how GOOD cold outreach works.

You offer them something that’s nearly impossible to say no to.

That’s the bar.

It’s the difference between:

“Hey we offer virtual assistant services for $5 per hour”

and

“We’re offering two weeks of virtual assistant services for free with no further commitments - guaranteed.

We know you’re busy - and will run a 30 min discovery call to identify the areas where our service can have the most impact for your 1-person business. We offer this because we believe our services are that good and we want to build your trust first.

Have you got time for a call next Tuesday at 10am to see if this is a fit for you?”

Both approaches exist.

But only one of them is going to be successful.

What’s the offer in your business that can’t be refused?

-Marshy

p.s. forgive the delay on this one - I started a big project last week that was welcome but threw my other things out of whack - I missed you guys! 🫶🏻

In Sydney at the end of the week and I just love running here​​​