The Hidden Cost of Attention: Why Your Cold Outreach Isn’t Landing

Honestly, it’s “possible” that some of the outreach spam I get on a daily basis is legit.

I saw at least 2 apps skimming through the crowded inbox for “automated Meta campaign creatives and scheduling” and yet another video testimonial collection tool.

That’s amidst all the appointment-setting agencies, outsourced dev teams, virtual assistants, Reddit marketing growth hackers, and a bunch of other products.

Is it possible that any of these tools are legit?

Yes.

But the ask for attention costs a fortune.

👉 I get about 100 pitches every single week
👉 There’s a notebook on my desk with a list of people I need to set up some time with for 1:1s (70ish people now)
👉 Different strategic partners and businesses we sponsor or invest in, asking for feedback and doing customer research or announcements
👉 My actual job spending 60 hours a week with clients, my teams, scoping RFPs, consulting
👉 And family, sleep, staying in shape, and other reasons we work for in the first place

Just like asking someone to “hop on a call” is about YOUR goals, not theirs, so is expecting people to test your product or give your agency a chance.

Even if executives need that service – I can list down several I need right away – there’s the due diligence process, the scoping process, the warm up. And entrusting with deadlines, personal data, budgets, and more. It’s time + money + data.

The bar for delivering high value is only going up. In a modern world packed with opportunities – both work-wise (sites, courses, vendors, videos, podcasts, tutorials, books) and personal (all sorts of entertainment, travel, bars and restaurants), every minute matters.

Attention is the most valuable currency today. And it costs a fortune.