We Can't Automate Humanity (Especially Lead Gen)

“You found LinkedIn outreach that actually works? Can you tell me what you’re doing?”

I was on a call with someone who seems to be a genius at lead generation apart from LinkedIn. A professional with a truly creative and clever approach that’s proprietary so I won’t share it. He shared that one of his clients automates LinkedIn outreach and is having a difficult time breaking through the noise.

“Well, I have a double-vetting process my coach, Jordan Mendoza , taught me,” I said. “And then, I send out extremely personalized messages manually so that I can actually build real relationships.”

“Oh, so you aren’t using automation? That sounds like a lot of work,” he said.

“It is,” I said. “But, as you can tell by what your client is experiencing, the AI messages don’t work. And since my price points are higher, I can afford to do a bit of extra work on the front end and still be okay.”

“That makes sense,” he said.

The conversation turned to other things.

While I am a fan of automating everything we can, trying to outsource our direct messaging is a step too far because it assumes that programming can do the most human thing there is.

The idea we’re obliterating today:

That we can streamline the hours we put into work by removing our humanity and neglecting to believe in one of our most basic, soft skills: communication.

The remake:

Real outreach will never be replaced by fully automated lead generation, but can be supported with AI tools.

Here are three things to think about when revamping your lead generation process.

?? 1. Do you have a clear purchaser journey mapped out inside your organization? If you don’t know exactly what you’re pointing people toward depending on their levels of problem, solution, and you awareness, it doesn’t matter how many actions of outreach you take.

?? 2. If you’re using customized scripts for that first outreach, are you or your team member making sure you’re adjusting the text? Yesterday I got a message from someone I’ve worked with in the past that I really respect. It said, “Hello NAME.” Yikes. If I were him and paid whatever he paid to whatever firm, I would be so mad. He’s a legitimate expert in his field but that one mistake could ruin his reputation during his very first interaction with someone who receives a message like that.

?? 3. You will never regret taking the time to build legitimate relationships with people whom you vetted as actual potential leads. The exponential results of communicating well with people, even when they don’t hire you, will cause a ripple effect in your life and business over time. I understand that time is our only nonrenewable resource, but caring about others isn’t something you’ll look back on and regret.

Lead generation is rough. I understand your impulse to automate it. But taking the human element out of your communication won’t benefit you or your business in the long run. Believe in yourself and your abilities. And if you know you have a hard time communicating simply about your professional skills, message me. I can help.

One Lit Moment:

“Believing takes practice.” –Madeleine L’Engle, A Wrinkle in Time

What Kristin is Writing/Thinking About:

I know we all wish there were some real life “Easy” button we could push when it comes to talking to others about our services or products. But we wouldn’t become the antifragile people we have the potential to be without bumps and slumps along the way.

I am thankful for every difficult moment I’ve had in my business over the last six years because they helped shape who I am today. If you take a moment to be really honest about how your professional difficulties have shaped you, can you relate?

Do you need to borrow another expert’s confidence while you build better communication and a clear purchasing journey for your potential purchasers? Let’s have a conversation. I promise to add intense value to your business in just a few minutes.

Talk soon,

Kristin N. Spencer

About the Author:

Kristin N. Spencer is an International Bestselling Author, Writing Consultant, Value-Based Marketing Expert, and Speaker who has worked as a Ghostwriter on the bench of Forbes Books. She is the owner, lead writer, and big boss lady for Literary Symmetry, LLC where she helps companies and entrepreneurs craft language through copywriting that make sales easier and faster with her proven, contrarian approaches. Kristin has hosted two top 5% podcasts, including Your Business Story, and is always excited to help business professionals share their strategic stories.