Episode 86

full
Published on:

31st May 2024

The ROI on cold DMs!

Ever wondered if you're a shark or a humpback whale when it comes to your business strategy? Intrigued? Then you've got to listen to this episode of the Weeniecast!

Hey, I'm Katie McManus, business strategist and money mindset coach, and this is my podcast "The Weeniecast!"

Pssssst! Not sure if you've heard, but I'm inviting new members to the best community for business owners with ADHD - the Hyperfocused Community! You can join here - https://weeniecast.com/hyperfocus

Now, back to this episode...

We're gonna get hot and sweaty wrestling with a challenge that many business owners face when they're trying to drum up the cash monies for their biz. Sending DMs. Or, more to the point, the ROI on cold DMs, in terms of time and money spent sending them.

No spoilers, but it turns out, my alternative of attraction-based marketing strategy might just be your ticket to business freedom and flexibility.

But, I'll still run you through the numbers, and prove to you why all those people who cold pitch you every day, or invite you to let them do it on your behalf, are wasting their time.

Seriously!

Cold DMs consume your valuable time without promises of return. So don't just carry on with it regardless!

Have a listen to this episode and learn why switching to an attraction method like inbound marketing can lead to better, long-term results.

Timestamped summary

00:00 Unsustainable business practices lead to long hours.

04:27 Develop attraction culture for business success and freedom.

08:03 Cold DMs ineffective without personalization; takes time.

11:10 Create consistent, targeted content across platforms.

15:25 Humpback whales enjoying meals and friendships.

19:14 Smart work attracts high-paying clients, framework access.

Your next steps after listening

Realizing it's time to work with me? Book your free initial strategy call with me - weeniecast.com/strategycall

Get more support in your ADHD entrepreneur life by joining my hyperfocus community! - https://weeniecast.com/hyperfocus

Wanna get this content earlier, and totally unbleeped? Subscribe to the Apple Podcasts premium version of this show - https://weeniecast.com/winners

Want to just buy me a coffee in return for some helpful insight? Thank you! Here's where you can do that - https://www.buymeacoffee.com/katiethecoach

Mentioned in this episode:

Join the Hyperfocused Community

Hyperfocus community

Transcript
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In this episode, I'm going to ask you,

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are you a shark or are you smart enough to be a humpback

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whale? Hi, I'm Katie McManus, business strategist and money mindset

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coach. And welcome to the Weeniecast.

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One of the core tenets of

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successful manifestation is knowing that you don't chase, you

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attract. And I would argue one of the core tenets of

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building a successful business that supports you living

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your ideal life is that you do not chase, you

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attract. There's so much noise online for

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chasing methodologies and this is really at its heart, hustle

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culture. And I want to name right off the bat, because I know some of

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you are going to be like, but Katie, like, I work hard and I do

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hustle. Like, what's wrong with that? There's nothing wrong with that. I hustle

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as well. I work very hard in my business and I train my

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clients. I don't even have to train them on this. They work very hard in

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their business as well. One of the things that I have to work on with

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them is get them to work a little less honestly because they burn

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themselves out. I attract a lot of workaholics in my business,

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but when we think about hustle culture

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and what is being taught to new business owners and to business owners who

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want to scale into seven figures is

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there's this idea that if you just work harder, if you just work

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an extra 5 hours a day, if you just kill yourself

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a little bit more, then you're going to be more successful.

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And I think that's bullshit. And actually I don't think it's bullshit. I know

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it's bullshit because it's not sustainable. If you

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build a business where you are working twelve

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hour days, cold dming people, chasing people

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down, being really aggressive in order to get clients,

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guess what? Your business is always going to require

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you to work twelve hour days where you cold dm

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people and chase them down and be really aggressive to get

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clients. It's never going to get easier. And while

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sure like you might get some clients who are really happy, who

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may give you some referrals, you can't count on referrals to build your business.

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One of the things I always tell my clients is you want to have the

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ball in your court, okay? And this is a tennis metaphor. I actually do know

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a little bit about tennis, okay. I played it for a very short time

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in high school. I quit the team, however, because my partner didn't like that

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I was playing to have fun and not playing to win.

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Jackie Blut, I didn't understand you back then. I still don't really understand

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you now. But I kind of get it, actually. There was one

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moment during a tennis tournament that I realized, like, I was not

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meant to be in team sports. And it was when one of our

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best players, she was playing singles and she lost a game. She was crying, and

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I'm like, why is she crying? I don't understand. What's the big deal?

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Like, our school had, my graduating class had 79 people in it.

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It's not like our school was getting visits from people

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who are going to give scholarships out for tennis playing. We

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barely had enough people for a team. So here's the thing about tennis. When you

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have the ball in your court, you're able to hit it back. You're able to

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score. When you're building a business, if you're trying to build a

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business around getting referrals, the ball is always in the other person's court.

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It requires them to do something. They have the power, and they

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can either hit it back or not. It's kind of like playing fetch with Luna.

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She doesn't understand the concept. She thinks the concept is, you throw the

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ball, I go catch the ball, I go get other balls, I cram them all

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in my mouth and I hold them and I try to keep them away from

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you, which makes it really hard to continue to throw because she has all of

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them anyway. We're not building

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a business that requires you to work 12 hours a day if that's your

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dream. If you love work so much that you've always dreamed of working

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twelve hour days and burning yourself the out and always being exhausted,

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I'm not here to take that away from you. Go do your thing.

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However, if your dream is to have some freedom and

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flexibility, and by that, I mean you want to be able to

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wake up at a reasonable hour, like 07:00 a.m. in the morning and have a

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healthy breakfast and maybe work out and

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have time to meditate or do whatever it is that

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gets you on the right foot to have the perfect day and

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then log into work for a couple hours, meet with clients, have

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a nice lunch where you get to sit outside and maybe play

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fetch with your dog. If they actually know how to play fetch, go back and

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do a few more hours of work, and then maybe go for a walk with

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a friend if you feel like it and actually be able to

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plan life in a way that you get to enjoy

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it rather than what can I fit into my workday? If you

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want to follow the advice of the hustle bros and you want to hustle and

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grind, as they call it, be my guest. But if you want

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freedom and flexibility, then you need to invest your time

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in developing an attraction culture in your business.

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Attraction culture means you do the least amount of

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work, that gets you the most amount of

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results, and you set up systems so that once you do

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the initial groundwork, you don't have to do it again,

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and you let people come to you. This is also called inbound

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marketing. And this is exactly how I've built my business, to

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multiple six figures by creating content,

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sharing it on LinkedIn and now TikTok and Instagram.

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And I create this content speaking to my ideal clients, talking about their

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problems, the things that are really going on for them, the fears they

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have, the frustrations they're experiencing in starting or growing their

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businesses by creating content, talking about what they want more than

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anything, that maybe they haven't even told their best friend

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about because they don't think it's actually a realistic desire.

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And by sharing my own story, sharing the struggles that I

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overcome, sharing how I designed my approach to running my

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business, that makes the way I live my life possible. Not that I'm

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hopping on private jets or driving a fancy car.

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I drive a 2012 Fiat 500. Okay, it's not

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fancy, but I get to live life on my terms. I get to spend time

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with the people that I love. I get to play fetch with my dog

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who doesn't understand fetch whenever I want.

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And because I've designed my business in this way, the more work

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I put in, the less work I'll have to do in the future. And this

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is possible for you, too. So let's break down some of the advice that the

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hustle bros are giving you, and then let's talk about what the alternative

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is. How you can lean more into attraction culture in

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your business and inbound marketing so that you can

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get more results in less time. So I recently did a test

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about how long it actually takes to cold DM

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people. And so. Oh, what am I going to say next? Well, you'll

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have to keep listening to find out. But first, squirrel, squirrel, squirrel,

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squirrel, squirrel.

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So I recently did a test about how long it actually

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takes to cold DM people. And so I

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scripted out a cold DM that made it very clear that this was an

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experiment that I was not actually trying to sell anything. And as

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a proof, do not buy anything. That's one of the instructions I gave to everyone

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I cold DM'd and then I made an ask, if you want to

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respond, just send me a picture of your pet or your favorite animal. I got

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so many pictures of people's pets. I was delighted. It made my

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day. But I set a stopwatch and my

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goal was to cold DM this message, this cut and paste

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message to 20 people as fast as possible. And I was going to

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customize just a little bit. So instead of just having it be a cold message

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with no name, I needed to go in and type out manually

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hi and then enter their first name. Bare minimum of work. It took

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me nine minutes to cold DM 20

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people without any further

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customization. Now these cold DM's were

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so basic. When you're cold dming, you like, you

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have to know that you're not going to get a response if it's obviously a

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cut and paste message. And if you're not investigating their profile and seeing

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what's relevant to them, they're not going to buy. So

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what I did was never going to be effective. Even if I was trying to

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sell something. I did the math and it took me minimum of two

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minutes to go and examine someone's profile and get the general gist

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of what they care about, what they talk about, what their focus

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is, and to then put in like a simple little sentence that kind

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of makes the thing sound like I'm directing it towards them specifically.

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Still not great, still not a specific message to

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them and what their pain points might be. So if it took nine minutes for

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me to actually copy and paste and put their name in and let's just say

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I'm really efficient, two minutes per person to scan their

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profile, see their content and customize that message a little

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further, that means to reach 20 people, it would take me

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49 minutes. Okay, I have ADHD,

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so we know that. Just trying to gear myself

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up to sit at my computer and do something that's that boring and that

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repetitive, let's add another 30 minutes just to get into the

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flow of that. Now, I looked up the return on

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investment of cold Dming, and typically to get one

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appointment you need to cold DM 100 people, which

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means that 20 people is not going to get me

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an appointment. Maybe if I did 20 people a day for one week, I might

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expect to get one sales call, but that's 5 hours

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just for one sales call. If your closing percentage is

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25%, which is a good closing percentage, that's

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one client a month. For some people that might be good enough. But

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if you're trying to ramp up to full time. And you want to

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have a full book of business as fast as possible. That's not enough. Which means

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you're going to have to do 100 people a day, which means that's close to

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4 hours of cold dming. And that's only if you are

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your most efficient. If you are just focusing and not getting

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distracted. And that's not even counting the angry messages,

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you're going to get back with people being pissed off that you're cold dming them.

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That's not factoring in the Dave Harlands of the world who are going

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to try to f with you. If you don't know who Dave Harland is, you

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have to go and look him up on LinkedIn. He's hysterical. He messes with skin

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cameras all the time. It is so entertaining. And because this

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is what you're spending time on, this is how you're going to get clients forever.

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There's never going to be a time where you don't have to do

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this. Now imagine also instead you were

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invested in doing an attraction marketing

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method. And let's just say to write a sales post

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for LinkedIn, it takes you an hour, you know, because you're starting and you're

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not a good writer yet, and you really have to think things through, through and

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you have to edit as you go. Takes a little longer. So let's

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say instead of using 4 hours a day for a week

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to just cold Dm a bunch of people who are mostly going to be annoyed

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with you and then vow to never, ever work with you and they block you.

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Let's say you devoted 4 hours a day to

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writing posts for LinkedIn, posts that speak to your ideal

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client, that name, what they're struggling with, that talk about

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what they want more than anything, that invites them to book a call with

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you. And let's say each day you're doing 4 hours, and in

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those 4 hours you're just writing four posts because it takes you a while.

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You realize that's a month of content, right? If you were to write

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four posts a day for five days

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in a row, that's a month of content. And

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as you continuously post to social media, it could be LinkedIn, it could

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be TikTok, it could be Instagram. You're building your audience, you're

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building credibility with people because you are being consistent. So

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you might not get a ton of sales calls in the first month you post

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these. You might not get a ton of sales calls in the second

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month you post these. But people are watching. Thousands

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of people are watching. Not just a measly hundred people a day who are getting

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your cold DM and your clients. They may not be the ones who

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comment. They may not be the ones who like that post. Actually, they're probably

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not, because oftentimes our clients don't want anyone else

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to see that they need this help. They have some shame around having this

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problem, but they're paying attention. And every single

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time your name pops up, their brain will light up and think, oh my gosh,

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this is the person I think I want to work with. Let me see their

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post. And even if the post doesn't resonate with them, even if it's not about

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what they're struggling with, you've still reminded them that you exist.

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So let's weigh the impact here. Okay? So

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if you want to cold DM 100 people a day for a week,

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you will reach 500 people, most of which will vow to never work with

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you. A good chunk will probably block you. Some people

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will be rude to you, others will with you. And probably

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one, two, five people will book a sales call. So you might get a

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client. Or you could do 4

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hours of work a day for five days, create 20 pieces of content.

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Those 20 pieces of content will each get thousands

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of views, and they will be repurposable, so you won't have to

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ever write them again. You'll just have to do a quick little update, make it

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relevant to the moment. Which would you prefer? If you

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prefer to only reach 500 people by cold dming and having all that bad

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juju, then you need to stop listening to my podcast right now. I cannot help

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you. But if you want to work smart and not hard, you

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have found your people.

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When you have ADHD, you know that what

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you're interested in right now will not last. How many times have you gotten

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a new hobby, found a new hyper focus, and then gotten bored of

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it two months later? Unfortunately, for my little stint as a

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screen printer, it's not like the screen printing could just be

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forever generating after I did it once.

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But with content. When you create attraction content to get new clients,

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it can work for you forever. Until you want to update it, until you want

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to evolve it, and then you just have to do it one more time. The

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hustle bros don't know how to do this. They know how to work hard, not

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smart. They're also going to tell you you need to get up at 05:00 a.m.

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you need to get up before anyone else is up because your competition's out there

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and you need to beat them to the punch. When you're focused on an

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attractive methodology for getting clients, you're not worried about the

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competition. In fact, they're not even competition. They're your

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colleagues. When someone books a sales call with you, if

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they're not the right fit, you have all these incredible humans that you can

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say, hey, you know what? I know and trust and, like, this person, and I

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think they'll be a better fit for what you're needing. That's the beauty.

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It's not an ocean full of sharks. It's a beautiful,

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symbiotic environment where everyone kind of supports everyone

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else. Fun fact, did you know that humpback whales will actually

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protect gray whales and their babies from killer whales on the

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coast of California? Like, literally, they will intervene, and they will

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protect these pods of whales from other whales. And

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also, humpback whales are the only mammal that we have identified

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that will organize across species to go hunting. They will get

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dolphins and seals and elephant seals and all

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other kinds of mammals who eat sardines. And

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they will organize them to swirl around these massive schools of

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sardines off the coast of Monterey, California, and they

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will all just be able to pass through with their mouths open and get a

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full belly full. Like, how incredible is that?

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Wouldn't you prefer to be a humpback whale to a shark? Wouldn't you

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prefer to have, like, dolphin friends and elephant seal friends and, like, little

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harbor seal friends, then be the kind of animal that when you swim

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through, everyone skedaddles and gets out of your way, who is constantly looking over

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your shoulder? Well, I don't know if sharks can actually look over their shoulder. I

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don't think their necks work that way. But I imagine if you're a

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shark and you understand your job as a shark, you're aware that there are other

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sharks who might be bigger than you, who might see you and think, mmm, that

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looks tasty. This is what I spend a lot of time thinking about.

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If you're listening to this and you're like, okay, cool, Katie, that is obviously your

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roman empire. I have a different roman empire. Please

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perplex everyone and put that in a review for this

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podcast. Just share the random shit you think about. That would be

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hysterical, and it will confuse everyone on Apple

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podcasts. Spotify, what have you. They'll think, what the fuck is this person

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talking about? It will make my day. I don't know about you, but

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I'd prefer to have the humpback whale vibe than the shark

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vibe. Some other bad advice that the hustle bros will tell you

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is to go and like comment for hours on other people's

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content because then they owe you and they will comment on your stuff

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back. They'll tell you all these strategies to

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get thousands of followers, which by the way, those thousands of

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followers are usually fake. They'll get you joining their

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group to increase your followership and increase engagement. These are called

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pods and over time they actually hurt you.

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And actually, when you're involved in pod behavior,

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you're not getting your ideal clients seeing your content. You're only getting other

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people who are also desperate for clients seeing your content

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versus if you're just creating content that's specifically geared to

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your ideal clients to build trust and empathy and a

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relationship. Who's going to see that? Your ideal

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clients. People who are desperate for clients probably aren't gonna be

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commenting on your stuff cause it's not gonna be relevant to them. Unless of course,

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you're a business coach and you help people get clients. Then they might be a

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client who entered my world just by seeing my content. And

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she joined a challenge in December and has just been in the

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periphery, circling and circling and circling. She just joined BYOB,

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my build your own business beginner program last month. And right

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away she feels more focused. Right away she is hitting the ground running.

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She's having incredible conversations with her ideal client. She's sending out

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proposals and she's getting super hyper clear about what she's been doing

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that's been ineffective in the last year. This beautiful human

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Dena Vince just this morning sent me an AI generated

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song about me. It actually made me highly uncomfortable

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because when people do thoughtful and nice things for me, I get uncomfortable. And when

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I get uncomfortable, I laugh. But it was genuinely a really sweet

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gesture for her to do. But this is the kind of client that you

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attract when you are invested in attraction culture in your

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business. So here's a little snippet. Now Katie make a

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minus she's a. Strategy just queen knows how

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to make that money machine with her business

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mindset she is on top teaching

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us all never gonna stop stop being

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a weenie take control.

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Katie's here to help body and soul.

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No more excuses. Just take the lead,

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start your business,

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don't go to sleep.

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Squirrel and music about you aside, don't you want to

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have people in your business who are so excited to work with

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you that they do thoughtful things like this? The hustle bros, I promise

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you they don't have people who are working for them that are doing this kind

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of stuff anyway. The point of this is work smart,

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not hard.

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If you like the idea of this, if you're like, yeah, absolutely. I don't want

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to work four to 12 hours a day dming people who don't want to

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hear from me, and I want to do the work once and I want

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it to be able to attract high paying clients who are perfect for me, who

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might serenade me with some music at one point. Know that this is what I

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develop with my clients. I literally have a whole

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framework that walks you through step by step how you

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develop a good four months worth of content that's

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designed to attract your ideal high paying client,

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that you can write once, and every four months you just go and

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reschedule it. I even have a whole ClickUp tip

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templates that you can store everything in that will

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automatically remind you when a piece of content has had

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enough time to be reposted again. And if you're curious about

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how you can get access to this framework, then I urge you to book a

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generate income strategy call with me where we can talk through if one of

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my programs might be a good fit for you and your business. And if you

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want to book that, then go to

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weeniecast.com/strategycall. But for

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now, remember to be a humpback whale and not a shark.

Show artwork for The Weeniecast - for ADHD entrepreneurs and neurodivergent business owners

About the Podcast

The Weeniecast - for ADHD entrepreneurs and neurodivergent business owners
I help ADHD entrepreneurs and neurodivergent business owners make more money in less time. And currently, I'm helping some of them get eleven times the value of their investment back.
How do I do it?
I help them understand and leverage their ADHD so they can get it working for them, not against them when it comes to their business strategy.
Do you want to learn specific tools and tricks for overcoming ADHD in YOUR business?
Want coaching on money mindset, sales advice, and general ADHD entrepreneurship, but from the safety and comfort of your own space?
Maybe you're an aspiring entrepreneur who wants to start your own business but feel burdened by your ADHD diagnosis?
If you're wanting to listen to business strategy and money mindset advice that's specifically targeted to business owners like you who have ADHD and other types of neurodiversity, then "The Weeniecast" is the ADHD entrepreneurs podcast for YOU.

I've helped ADHD entrepreneurs like you to scale their revenue towards six figures in months, not years.
It can be done.

ADHD doesn't have to be as big an issue in business as some people think.

With each episode of this podcast, I'll be guiding you further along the path to entrepreneurial success even if you have ADHD.

Each episode we cover various ADHD entrepreneur challenges including:

Leadership skills
Executive dysfunction and ADHD meltdowns
Embracing imperfection
Overcoming rejection sensitive dysphoria
'Shiny object syndrome'
Time management (and why things like pomodoro technique don't work for us)...

If you're an ADHD entrepreneur, then you'll be only too familiar with any of these challenges and how they can impact on your business.

Do YOU allow them to get in the way of your success?

If so, stop whatever you’re doing, and click the follow or subscribe button for this show on your favorite podcast app, right NOW!

I'm Katie McManus and I help entrepreneurs with ADHD to stop being weenies, and start being successful.

As a CPCC (Certified Professional Co-Active Coach) I know how to help people like you to break through their own limiting self beliefs.

I help them understand their own potential for growing their dream business and making seriously life changing amounts of money.

Having ADHD does not stop you from having a winning business strategy!

Each episode I’ll be sharing stories and insights which will inspire you, as a fellow ADHD person with designs on entrepreneurship to step OUT of the weenie, and IN to the winning life of being a successful ADHD entrepreneur!
Learn more about the show at weeniecast.com
Learn more about how I help people like you at katiemcmanus.com
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