4.2 Your Existing Network
Most founders don’t reach out to their existing network because they’re embarrassed. They feel like they’re asking for a favor, or they’re not ready yet, or they want to wait until the product is “more polished.” That embarrassment is costing you customers. Andre Heckle Jr. launched ListKit by emailing his existing customers from his agency and coaching program, offering 50 free leads, and asking one simple question: who do you want leads for? Those customers rushed to support him immediately. He hit $200,000 MRR. He didn’t wait until he felt ready. He sent the email.
Your network already trusts you. That trust took years to build and costs you nothing to use. Every week you delay reaching out is a week you’re paying for cold outreach, ads, or SEO when warm conversations are sitting in your contacts unopened.
One-on-one versus mass announcement is not a style choice. It’s a strategic decision based on what you need. If you want feedback, early access users, or paying customers, use one-on-one messages. Individual conversations convert dramatically higher because the person knows you’re talking specifically to them. A mass announcement works for awareness, for letting your whole network know something exists, but don’t expect mass announcements to close customers. They generate interest at best. One-on-one messages generate commitments.
The Three Message Templates
The casual message is for friends and former colleagues. Keep it short and direct: “Hey, I launched something and I think you might know people dealing with [problem]. Would love to get your honest take on it. Can I send you a link?” You’re not pitching. You’re asking for their take. That framing removes the awkwardness and usually gets a response.
The professional message is for former clients or professional contacts where you have a formal history. It should acknowledge the relationship and be specific: “I’ve been working on something in the [space] and given your experience with [relevant context], I’d value your perspective. I’m talking to people who deal with [specific problem]. Would you be open to a 20-minute call?” Don’t send them a Loom video or a feature list. Ask for a call. That’s what converts.
The re-engagement message is the one founders avoid the most, and it’s often the highest leverage. You haven’t talked to this person in years and you feel like reaching out to pitch them is awkward. It is slightly awkward. Do it anyway. Lead with them, not your product: “Hey, it’s been a while. I saw you’re now doing [thing] and wanted to reconnect. I’ve been building in [space] and would love to catch up if you’re open to it.” That’s it. The product comes up naturally in the conversation. You’re not cold calling them. You’re reconnecting like a human.
If your network genuinely has nobody relevant to your target market, that’s important information, not an excuse to skip this step entirely. Work two angles. First, tell every contact what kind of person you’re trying to reach and ask if they know anyone like that. One warm introduction from someone irrelevant to you can lead to a paying customer. Second, accept that you’ll need to build a new network in the right community, whether that’s Slack groups, LinkedIn, or industry events, and that work starts now, not after your network magically becomes relevant.
Today’s action: open your contacts and write down 20 names. Not 200. Twenty people you could message this week without it feeling like spam. Start with five of them today. One-on-one. Not a newsletter blast.