The short answer
People who match your ideal customer. You decide who that is on the first call, and we build the list to fit.
Nobody gets a message just because they have an email address. Every person on the list is there for a reason you've agreed to.
How the list gets built
It starts with you. On the first call we ask who gets the most out of what you sell. A job title, a type of business, a place, a reason they'd care right now.
Then we find real, named people who fit. We skip the ones who never would buy. A shorter list of the right people beats a long list of everyone.
What "ideal customer" means in practice
It means one customer, described clearly enough that a stranger could spot them.
"Small business owners" is too wide. "Owners of a dental practice with two or more locations" is something you can search for. The second one gets a message that fits. The first one gets a message that fits no one.
If you can't describe that person yet, that's fine. Working it out together is part of the first call.
What you control
- Who's on the list. You can remove anyone or any type of business.
- What the message says. Every message is written in your voice, and you approve it before it goes out.
- When it starts. Nothing is sent until you say so.
We watch the replies and tell you what's working. If the list is wrong, we change the list.
What you don't have to do
You don't need a customer list or a CRM. If you already have contacts, we'll use those too. If you don't, we build the list from scratch.
Who we won't message
We won't message people who've asked us to stop. We also won't message a group so broad that the message could be about anything. That's how outreach turns into noise.
If your best customer is hard to describe, we'd rather slow down and get it right than send a thousand messages that miss.
The longer version
A good list feels almost boring when you read it, because every name on it is obviously the sort of person you'd be glad to meet, in the sort of business you already serve well, at a point in their year when your help would make sense to them. That boredom is the goal. Surprise is a sign the list is wrong.
If your market is small and everyone in it knows everyone else, we take extra care, because a careless message can travel quickly through a close community, and in that case we'd suggest a smaller list, a gentler tone and a lot more of your own review before anything goes out. Nobody on the list is a number to us, since each of them is a real person who will read a message with your name on it and decide in a few seconds whether you seem worth a conversation, which is why the choice of who to write to matters more than almost anything we write. Small worlds need careful messages. We'll slow down for that.
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A short online call. You tell us who your best customer is, and we tell you whether we can reach them. No pressure either way.