Content Marketing Strategist

No one likes a random DM from someone they’ve never spoken to, pitching a service they don’t need, without having even read the profile. It feels pushy, impersonal, and frankly, a little desperate.

But personal outreach can be really effective and make the most sales in your business, when it’s done the right way. In fact, research shows that 80% of buyers are more likely to do business with a company that offers a personalized experience. (Source) The key is to approach potential clients with genuine connection, value, and relevance without making them feel like just another name on a list.

So how do you send a personal message in a way that actually builds relationships and wins clients? Here are three approaches that work without making you feel like a pushy salesperson.

1. Engage Before You Pitch

If you want to connect with a potential client, start by actually engaging with them. Follow their business, comment on their posts, share their work, and show up in their world before you ever send a message. The goal is to become a familiar face so that when you do reach out, it feels natural, not like a cold pitch.

For example, if you’re a brand designer and you’ve been following a business owner who’s clearly struggling with DIY branding, you could send a message like:

“I saw your latest post about launching your new offer – congrats! Your messaging is really strong, and I love what you’re creating.”

This doesn’t feel salesy. It’s a real conversation starter that starts to build a connection with your potential clients.

2. Offer Value First

One of the best ways to make outreach feel natural is to start with a shared experience or insight. Instead of positioning yourself as the expert swooping in with unsolicited advice, start a conversation around something relevant to them.

For example, if you’re a copywriter and you’ve been following a business owner who recently mentioned struggling with time to write content, you could say:

“I saw your recent post about trying to keep up with content while juggling everything else. I totally get it! I’ve been having a lot of conversations with other creatives about this lately – how are you managing it?

This approach immediately opens up a genuine conversation. And if they mention needing help? That’s your cue to offer support in a way that feels natural.

3. Make It Personal and Relevant

A generic “I help businesses like yours grow” message is an easy way to get ignored. Instead, take a minute to make your outreach specific to the person you’re contacting.

Maybe you’re a social media strategist and you see a business owner launching something exciting. Instead of sending a blanket sales pitch, tailor your message:

“I saw your new launch — congratulations! It looks fantastic, and I know how much work goes into something like this. If you’re looking for ideas to boost visibility, I’ve put together a free guide on getting more eyes on your offers – let me know if you’d like me to send you a copy.”

Now, it doesn’t feel like a cold pitch. It feels like a genuine show of support with an open door for future conversation.

The Bottom Line

Personal outreach isn’t about sliding into someone’s DMs and hoping they’ll buy from you. It’s about building genuine connections, offering real value, and making every interaction personal and meaningful. When done right, it doesn’t feel like sales, it feels like a conversation that naturally leads to opportunities.

So before you send that next message, ask yourself: Am I making this about them? Am I offering something valuable? Am I treating this like a relationship, not a transaction?

Get that right, and personal outreach won’t just feel better – it’ll actually work.