Why is it sometimes easier to reach very large accounts than medium-sized ones?

Sometimes the bigger the account, the less they’re actually being contacted, which is counterintuitive. Everyone assumes it’s too hard to reach big accounts, so they don’t try. For example, when reaching out to a major author with a huge social following who had just released a book, the successful approach was finding an old YouTube video from years earlier where he was teaching a small seminar, and his personal Gmail was visible on his slide deck. He responded the next day. The lesson is: don’t assume big accounts are unreachable. They might actually be more accessible because fewer people are trying, and use creativity to find unconventional ways to contact them.

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Asked by teaching content · Answered by Patrick Shanahan · art-marketing-podcast · 2023-08-23