A woodfire without oxygen will extinguish.
A woodfire in the air will flicker.
A woodfire in liquid oxygen can tear down its neighboring trees, sear eyebrows, and cause small animals to scurry for their lives.
This woodfire is your sales organization; the oxygen is its leads. Liquid oxygen is paid traffic, channel partners, or a highly-functioning SDR team that scales with cash.
There has never been a time in history when someone in an apartment in Toronto can reach someone on their couch in Bangalore in 1 minute by spending 10 cents.
For an entrepreneur whose intent is to get an important message out to the world, platforms like Facebook, Instagram, LinkedIn, and Youtube are a gift sent from the Heavens.
With a few clicks of a button and a credit card, one can get a message to millions. However, the ad platforms function like auctions, which means bid prices and strategies change with environmental conditions, so expertise is required to navigate and achieve high yield. In other words, you don't want to be the sucker at the poker table because Zucks will take unapologetically take all of your money.
Einstein said that compound interest is the 8th wonder of the world. If he were alive and on Instagram today, maybe he'd say that pushing offers through channel partners is the 9th.
Kylie drops $250k on lipstick with her name on it, launches it to her Instagram audience, sells out in 1 minute, crashes the site, calls in Shopify to help with the backend, orders more inventory, then sells $420m. All in 18 months.
One of our customers and friend, Jeremy from Press Advantage, had a similar story; however, not of the order of Kylie's. Jeremy worked to craft his thesis and assets, he validated it himself and "sharpened his sword," then he paired up with a channel partner, delivered one live webinar and shot to $400k ARR in one day. He's now past $1M and growing fast.
If you utilize a channel, then push your "black hole" content through it, rain will fall.
In the 50s, if you wanted to reach sophisticated decision-makers, you would need to use your feet, in the 80s, a telephone. Today, the "vessel of choice" is cold email.
Sending cold emails is an art, just like door-to-door and cold-calling was in their times. Many understand what it is; however, few are versed in its nuances. Many will discount its effectiveness likely because they haven't yet witnessed "digital alchemy" - the process of floating a cold email over to a sophisticated prospect, conducting a discovery call, and closing a 5-6 figure deal all within a 7-14 day timeframe.
Why isn't everyone doing this? Not sure. I guess that the concepts are somewhat unique to us since I (Nick) was "lucky" enough to be trained in a door-to-door environment; consequently, I was able to borrow tactics and strategies from that "lovely" world and bring them over here.
If you become versed in "digital alchemy," it's like a cheat code to profit since it only requires a Gmail account and a sharp pencil. When you install a team of SDRs who can do this, you can storm markets.