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EP 196: The Serve-First Way: Warm Over Cold

February 16, 2021 Bobby Klinck

Today we’re continuing our series on what it means to be a serve-first entrepreneur. We’re talking about marketing to a warm audience versus a cold audience. A warm audience already knows you because they’ve read or listened to your content or been on your email list. Any audience that doesn’t know you and your beliefs is a cold audience.

In selling and messaging, what you say needs to match the level of awareness of your audience. This is true for selling and even freebies. We’re going to focus on how a warm audience vs. a cold audience impacts our marketing.

If you’re trying to sell to a cold audience, it will be hard. Marketing is about making the right offer to the right person at the right time with the right message. How would you be able to do this to a cold audience of people who don’t know you? This is why advertising to a cold audience straight to a sales page is hard.

Often entrepreneurs will have success launching to a warm audience like their email list. After they exhaust their list, they move outside that audience into a cold audience. But because this new cold audience doesn’t know them, their launch will likely flop. So how do you move forward?

What You'll Learn in Today's Episode

  • The benefits of a warm audience over a cold audience.
  • Why it’s much harder to convert a cold audience.
  • What you have to do to convert a cold audience.
  • Why gimmicks and tactics aren’t the serve-first way.
  • Why the serve-first approach means growing your warm audience.
  • What it takes to build a warm audience.
  • Why fake urgency is not a serve-first approach.
  • Why you should focus on attracting a cold audience and connecting with them rather than selling to a cold audience.