I love what you're doing
- Danielle Hughes
- 11 minutes ago
- 3 min read
The problem with lazy outreach (and what to do instead)
Hey Danielle, I love what you’re doing with…
Just when you thought it was safe to go back to your inbox or DMs. Remember a few years ago when influencers were flooding social media with “a lot of you have been asking about [my skincare routine, my workout regimen, my smoothie ingredients…]? And if you don’t recall, consider yourself lucky.
Well now the new outreach strategy appears to be, “Hey [name] I love what you’re doing with [insert company].” It feels like I get this weekly (if not more) from anyone trying to sell me their services.
I love what you’re doing with More Than Words Marketing. (and yet they share not one thing I’m actually doing.)
I love what you’re doing with Personality Branding. (same)
And then of course it’s followed up with, we can help you XXX your lead gen, sales, prospecting, etc. Yada, yada, yada.
Doing no legwork
I understand that they run a business and want to sell their services, but I’m stumped by how they think doing no legwork, or research of any kind, will lead to closed business.
If they truly “love what I’m doing” they’d be able to cite something specific and then tell me how their business can actually help. They would identify a real pain point, not just the one they think all businesses have, but one I actually have.
But when you rely on shortcuts and spraying and praying, you aren’t selling a real service. You’re selling a shortcut.
You better work
In the immortal words of RuPaul, you can’t get results if you don’t put in the work. Whether you’re job hunting, pivoting or trying to define the kind of leader you want to be, you have to take the time to understand yourself and your audience.
I’ve got two opportunities for just that.
A free Ask Us Anything
Let’s be honest:
You know your story should be your greatest asset — but it’s not quite working for you. It’s hard to lead with confidence when you’re not fully clear on who you are.
It’s time to stop looking outside and start looking in. How do you want to show up — and what qualities do you bring that others need?
I’m teaming up with Melissa Bloom, a leadership coach, for a FREE Ask Us Anything on December 16th. Melissa and I will answer all your questions around refreshing your personal brand, showcasing expertise without bragging, being a leader when you don’t have the title, and more.
LinkedIn Profile Power Up
Karen Worthy and I are back for our third LinkedIn Profile Power Up. ICYMI, this two week cohort helps you optimize your LinkedIn profile for your next role as well as understand how to connect, comment and communicate for visibility and impact.
Doors open on December 15th for Super Early Bird registration (and $50 off), so join the waiting list to be first to get notified.
If you enjoy my content, have attended a free workshop, or simply want to do something nice, feel free to buy me a coffee (or glass or two of wine).
Why do cold outreach messages say ‘I love what you’re doing’ when they clearly don’t?
Because shortcuts are having a moment — and not a cute one. Most of these messages are copy-paste scripts from someone who thinks flattery is a strategy. The problem? If you can’t mention one specific thing someone is actually doing, your outreach reads like a generic ad, not a genuine connection. People want effort. Not empty compliments.
How do I spot a lazy sales message vs. a real personalized outreach?
Look for receipts. A real message references something you’ve actually built, said, shared, or struggled with. The lazy ones rely on a fill-in-the-blank template and hope you won’t notice. Spoiler: you do. Personalization requires legwork — research, context, curiosity — all the stuff that makes outreach feel human rather than automated.
Why does doing the work matter in branding, job searching, or selling?
Because results don’t magically appear just because you’d like them to. RuPaul said it best: “You better work.” Whether you’re defining your brand, pivoting careers, or reaching out to someone you admire, clarity comes from intention and effort — not spraying and praying. If you want meaningful opportunities, you have to show up meaningfully.
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