I spent $10,000 to learn why I shouldn’t have spent $10,000. That’s the short version of my 2024 cold outreach experiment. But let me back up a bit.

For over 13 years, I’ve been all about inbound marketing. It just made sense to me. Why try to sell to someone who doesn’t even know you exist? But then something shifted. Suddenly, my social media feeds were flooded with promises of quick wins through cold email tools and “sliding into DMs.” The hype was real, and I’ll admit, I got curious.

So there I was, fresh off a break from the agency world, with a new venture to grow. The siren song of cold outreach was too loud to ignore. I dove in headfirst, investing over $10k in courses, determined to give it a fair shot. I mean, what if I had been missing out all this time?

Spoiler alert: I wasn’t.

Don’t get me wrong. Cold outreach can work. I closed some deals. But the quality? That’s where things get interesting.

A Tale of Two Clients

Let me introduce you to Edwin and Derek. Two clients, two very different stories.

Edwin came from a cold outreach on LinkedIn. The whole process felt like pushing a boulder uphill. Pitch, handle objections, follow up, wait, repeat. Sometimes Edwin would disappear for weeks. It was exhausting.

Then there’s Derek. Derek reached out to me after consuming my content. He scheduled a call, and you know what he said? “I love what you’re doing. You’ve helped me so much already. I’m ready to start working with you.”

Night and day difference.

With inbound leads like Derek, closing feels natural. They know who you are, what you do, and how you do it. No need for fancy sales scripts or persuasion tactics. They’re pre-sold.

Building on Bedrock, Not Sand

But it’s not just about easier sales. It’s about building something lasting.

Cold outreach is like building on sand. Sure, you might construct something quickly, but it won’t stand the test of time. Authority marketing? That’s building on bedrock.

Here’s the uncomfortable truth about cold outreach: you’re starting every relationship with an apology. “Sorry to bother you, but…” It’s not just tiresome; it’s bad business.

When you build authority, you’re not just marketing. You’re creating real, lasting business value. You’re positioning yourself as the go-to expert in your field. And let me tell you, when it comes time to exit your business, that positioning is worth its weight in gold.

The 2024 Authority Marketing Playbook

So what does building authority look like in practice?

For 2024, I’m going all in on authority marketing. Here’s the game plan:

1. Deep research. We’re developing what we call our “playbook.” It’s the foundation for everything else.

2. Finding the right message. We’re testing 5-10 different sales angles to see what resonates best with our audience.

3. Creating pillar content. This isn’t just any content. We’re strategically crafting pieces for every stage of the buyer’s journey.

4. Leveraging AI, the right way. We’re using AI to transform our insights into content, but here’s the key: it’s still our voice, our experience, our results. No fake, AI-generated fluff.

5. Paid advertising for omnipresence and fast results. We’re putting our content everywhere our potential clients look.

6. Building a growth engine. All these pieces work together, creating a system that attracts, nurtures, and converts leads without the constant grind of cold outreach.

The Compound Effect of Authority

Now, you might be thinking, “Patrick, this sounds like a lot of work.” And you’re right. It is. But here’s the thing: it’s work that compounds. Every piece of content, every interaction, every bit of value you provide builds on itself. It’s the difference between renting attention and owning it.

Think about your own buying habits. When you need a service, do you go with the company that cold emailed you last week? Or do you choose the one whose content you’ve been reading for months, whose podcast you listen to on your commute, whose expertise you trust?

We’re wired to connect with people we know and trust. It’s human nature. Authority marketing taps into that fundamental truth.

A Faith-Driven Approach to Marketing

And for me, as a faith-driven entrepreneur, this approach aligns perfectly with my values. It’s about stewarding relationships and resources. It’s about adding genuine value to the marketplace before asking for anything in return.

As we step into 2025, I’m excited. Not because I have some secret formula for overnight success. But because I’m committed to building something real, something lasting. Something that doesn’t just generate leads, but changes lives.

The Choice Is Yours

So here’s my challenge to you: take a hard look at your marketing strategy. Are you building on sand or bedrock? Are you renting attention or owning it? Are you starting relationships with apologies or with value?

The choice is yours. But I know where I’m putting my $10,000 this year. And it’s not in cold outreach.

Remember, marketing isn’t just about quick wins. It’s about creating lasting relationships, providing genuine value, and positioning yourself as a trusted authority in your field. It’s about building a brand that people actively seek out, rather than one that constantly chases after them.

As you optimize your marketing strategy, consider this: what if instead of interrupting people’s days with cold calls and emails, you became the resource they turn to when they need help? What if your marketing felt less like a sales pitch and more like a helpful conversation with a trusted friend?

That’s the power of authority marketing. It’s not just a different way of doing marketing; it’s a different way of thinking about your entire business. It’s about playing the long game, focusing on quality over quantity, and truly serving your audience.

Yes, it takes time. Yes, it requires patience. But the rewards – both in terms of business success and personal fulfillment – are well worth the investment.

So as we move further into 2025, I encourage you to think bigger. Don’t just chase after the next sale. Build a brand that stands for something. Create content that truly helps people. Position yourself as the go-to expert in your field.

Because at the end of the day, that’s what real marketing is all about. It’s not about tricking people into buying from you. It’s about becoming the obvious choice when they’re ready to buy.

And that, my friends, is worth far more than $10,000.