Neo Cantomayor explains why cold outreach fails for high-touch services like bodywork: they require deep trust. He recommends warming leads with video first, then repurposing it across podcasts, blogs, and press releases to build familiarity before selling.
Somebody is on Facebook or they're on Google and they see you, they have zero relationship with you, and you're basically bringing them into the office and you're asking them, hey, let's get married. It's not going to work. These are very intimate transactions, meaning you're dealing with somebody's body parts. What we do is I want you to warm up that lead and you do a lot of video marketing. So video marketing, a video that's then repurposed into a podcast, that's repurposed into a blog post, that's put everywhere, maybe a press release.
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