Stop buying lead lists. Do this instead

Buying a list feels productive. You pay, you get thousands of names, you start messaging. Then almost nobody replies.

The problem usually isn't your message. It's the list.

Why bought lists go wrong

• People move jobs. A list that was right last year can be half wrong now.
• Job titles mislead. "Head of operations" means very different things at a 10-person startup and a 2,000-person manufacturer.
• Nobody checked the fit. A list tells you who exists, not who has the problem you solve.

So you end up sending hundreds of messages to people who were never going to buy. Your reply rate drops, and on LinkedIn, so does the number of people accepting your requests.

Start small and specific

The fix is boring, but it works. Build a short list of people who really fit, and check each one before you reach out.

Start with one sentence that describes your best customer. Be specific about four things:

• Sector: what kind of company?
• Size: roughly how many staff?
• Location: where are they?
• Role: who inside the company feels the problem you solve?

"Operations directors at UK manufacturers with 50 to 500 staff" gives you something to work with. "Companies that might need us" doesn't.

Check before you send

For every lead, ask three questions. Does the company fit? Can this person say yes? Is there any sign they need you now, like hiring for the gap you fill or posting about the problem you solve?

If you can't answer those, don't message them yet.

Fewer messages, better ones

Fifty messages to the right people will beat a thousand to the wrong ones. It's less work, it's kinder to your LinkedIn account, and the replies you do get are worth having.

This is the job Truffle Hound does for you. It finds the companies, checks each one and the person inside it, scores them out of 100 and drafts the messages. You still press send. Sign up for early access on the homepage to try it.