Your next client could be telling you is sending signals for your services.

Without ever asking you for help.

Meanwhile, you’re burning an arseload of time trying to convince the wrong people they need your offer.

This is why the difference between demand generation and demand capture is so important.

And to explain it, we need a mountain and a big honking rock…

Picture yourself looking at a mountain. And in front of you is a massive boulder. To obtain your business goals, you have to get that boulder on top of the mountain.

Now, pushing this boulder by yourself will likely get you squished or, if you’re like my old azz pull a hammy.

But you could:

1. Hire an army of labor to push the boulder up the mountain.
2. Or hire some high-tech helicopter to air-carry the big honking rock and place it on top of the mountain.

Do you see the problem here?

You’re going to spend an exhaustive amount of cash, time, and resources to get the boulder on top of the mountain, likely losing money and going bankrupt in the process.

Not a good time.

This concept is known as demand generation, and it takes vast resources just to hope that the market will catch on to demand.

You’ll put a ton of money into this helicopter trip only for the helicopter to crash, and you’ll realize that no matter how many resources you invest, the hardest thing you can do is create demand in a market.

Enter demand capture.

Instead of investing a buttload of cash, time, and energy only to nerf your biz helicopter into the foothills…

Picture yourself already on top of the mountain. And all you have to do is push the boulder downhill.

Sure, it’ll take a little leverage and energy to get the initial push going…

But once that boulder starts moving, it ain’t stopping. This is how demand capture works. And every day, my biz partner and I nerd out about how easy it is to capture demand with cold email.

How?

Lean in close to your screen because I’m going to tell you a secret the internet gurus don’t want you to know:

Signals.

You see, every action a business takes online leaves a signal. They post on LinkedIn? Boop, signal. A business moves their office to a new location? Beep beep. Signal.

A CEO records himself crying and shares it on the internet?

Well, yeah, that’s a signal, but we like to ignore those ones, haha.

Anyway, here’s the point…

With breakthroughs in tech, you can capture these companies’ signals daily. Here’s an example…

Daily, we scrape Shopify for an ecom client…

But we scrape data for ecom brands that have recently launched a new product.

You see where this is going?

We then take the name of that product and insert it into cold emails at scale.

So when we send an email to these folks, we capture demand like so:

Subject line: congrats on [product name]

[first name],

I saw that you launched [new product name] and want to say congrats.

We’ve helped [similar product] get [result] in [amount of time] with static ads that thrive in Meta’s new Andromeda update.

Cool if I send you a video on how we can do this for [new product]?

This captures demand because the number one thing an ecom product owner wants is traffic to their new product.

By understanding these signals, we capture demand, send fewer emails that get higher response rates and booked calls…

Without guessing if our offer works.

If you’d like to see how we capture demand and corner markets while spending a fraction of what other folks spend on infrastructure, then hop on the waitlist for the Cold Gold webinar.​

Ciao,
Parker