If Your Message Only Works at Scale, Anything Would Have Worked

If your outreach message only works because of scale, then anything would have worked.

If you're one of the two or three biggest companies in your category, your main strategy isn't inbound or content marketing, and it isn't being creative or inventive in your messaging. It's to spend money. Blanket the market to maintain your position. Even a poor message can work if you keep putting it out there and have the money to keep it up indefinitely.

Only the companies that aren't the very biggest in their category have to be inventive and creative. I mean that. They don't have other resources besides thinking, design and taste to carve out the part of the market they want for themselves.

If your outreach only works because you can spend a lot of money on it, then any message will work, because you can spend a lot of money on it. If you don't have a lot of money, you need a message that works even at small scale.