Purpose of This Step: To initiate a direct connection with your potential partner—without being transactional or self-serving. The goal is to open a conversation that feels warm, personal, and rooted in value, not pressure.

What This Step Involves

You’ve brainstormed your partners, organized them by tier, and warmed up the relationship. Now it’s time to send a short, thoughtful message to open the door to a potential collaboration.

Instructions

1. Keep the Message Casual and Human
2. You’re not pitching a service.
3. You’re not trying to “prove” yourself.
4. You’re starting a relationship.
5. Reframe the Outreach. Approach the message with a mindset of service. Instead of “What can I get from this partner?” think, “How can I help them serve their audience?” This mindset shift makes your message more authentic and compelling.
6. Tailor the Message by Tier
7. Tier 1 (Close Contacts): A quick email or even a text works. Mention you’d love to explore ways to collaborate—maybe speak at an event, be a podcast guest, or offer a resource to their audience.
8. Example: “Hey [Name], I’ve been thinking about how much your community would benefit from what we’re doing at Medina McKelvey. If you’re ever looking for speakers or content contributors, I’d love to help.”
9. Tier 2 (Warm Acquaintances): A brief email or LinkedIn message. Reference how you know them, and express appreciation for what they do.
10. Example: “Hi [Name], I’ve been following your work since [context]. I love what you’re building and think there might be a way we could collaborate. I’d love to support your audience with some insights around [topic].”
11. Tier 3 (Cold Contacts): A short, direct, but value-first message. Show them you’ve done your homework.
12. Example: “Hi [Name], I’ve been following your podcast and really appreciated your recent episode on [topic]. I help employers navigate California’s employment law landscape in a way that supports healthy, productive workplaces. I’d love to explore how I could serve your audience—possibly through an interview or Q&A session.”
13. Invite, Don’t Push. Make it easy to say yes—and just as easy to say no.
14. “Would you be open to a quick call to explore what a collaboration might look like?”
15. “Let me know if that would be helpful—I’d be happy to chat.”
16. Use the Worksheet (Optional)
17. Record the date of outreach.
18. Note the channel (email, LinkedIn, text).
19. Track who responds and who may need a follow-up in a week or two.

Pro Tips

• Keep it brief—3–5 sentences is plenty.
• Always lead with relevance to their platform or audience.
• Avoid generic intros. Mention a specific post, episode, or theme that shows you’ve paid attention.

What Success Looks Like

• You’ve sent personalized outreach messages to 5–10 partners.
• You’ve received interest or confirmation from at least a few to set up a call.
• Your messages are being received as generous, not pushy.
• You’ve set a date for yourself to follow-up if you don’t hear back.

Next Step

• Move on to Step 5: Brainstorm Promotional Ideas. Once a partner shows interest, it’s time to think creatively about how you can serve their audience.