Some things only work when humans do them

Some things only work when humans do them. 

In a recent article, author Blair Enns wrote, “the power of real outreach is on the rise. Genuinely targeted, researched and personalized messages coming from a true expert… There are dozens of things you should be automating in your business. This isn’t one of them.” 

We hate spam calls and texts. We don’t reply to mass emails. If something doesn’t feel like it’s for us, we ignore it. But for some reason, we feel like we can send canned emails to our prospects. We think generic DMs and LinkedIn messages will explode our business. 

Yes, personalized outreach takes time. That’s the point. If what you’re sending feels like it took time, and proves you did your homework, that increases its effectiveness exponentially. 

Good business is an exchange of trust. When it feels like a robot might be involved, that undercuts the sense of trust. But when someone knows a human spent time on it, that sends a message more powerful than anything in the message.