I’m starting to try out messaging businesses in my city and realize that most (if not all) my message or email will not be replied. It’s good to keep in mind that the point of client outreach is to get all of the client but finding the right one! The same one goes for when you are sending your portfolio to multiple company applying for a job or even dating.

Getting the word out is easy to measure and exciting as well.

Focusing on this misses the point.

You might be able to get a song played on the radio, but will the song motivate listeners to show up at the concert?

The math is simple: You can’t build a freelance career or a restaurant or a medical practice on one-time interactions. Charities that fundraise a few dollars at a time, door to door, pitching strangers… they have a rough road.

The hype and the tension and the promo work for a while, but they aren’t sustainable.

Which means, “this might not be for you,” isn’t a problem, it’s a feature.

We’re not looking for everyone, we’re looking for someone.

…

Seth Godin

Toward Stickiness by Seth Godin: