Research-First DM Outreach
Turn researched commonality into a direct, value-rich invitation
- Difficulty
- Easy
- Time to result
- ~days to results
- Steps
- 5
- Confidence
- 99%
The method combines deep preparation with a bias for action. Before sending anything, the team studies the person's work, interviews, interests, and context until it can name a specific detail and a sincere shared interest. The message begins from that human connection rather than from the sender's company or promotional objective. It then explains why the recipient is uniquely suited to a concrete opportunity and what value the interaction could create for them or a shared audience. Once those elements are present, the sender acts instead of endlessly optimizing tone or trying to appear cool. Respectful persistence may follow, but every contact remains specific. The output is a direct message that feels unusual because it demonstrates attention, relevance, and conviction rather than automation.
Origin
Katie Burke illustrated the method with her outreach to photographer Sam Maronko and the producer of Tiger King.
Core principles
- 01Specific preparation matters more than sounding cool
- 02Authentic commonality creates a human opening
- 03Direct action beats prolonged perfectionism
- 04The invitation must explain value beyond brand promotion
How to run it
- 1
Investigate the person
Review the recipient's work, interviews, social activity, and relevant background to understand what they genuinely care about.
Pro tip Use multiple sources so the message does not depend on one obvious fact.
Watch out Do not seek private or sensitive personal information.
- 2
Find authentic commonality
Select a real shared interest, experience, or point of admiration that relates naturally to the conversation.
Pro tip A specific deep-cut reference is stronger than generic praise.
Watch out Never fabricate a connection.
- 3
Frame the individual fit
Explain why this person's work or perspective makes them especially appropriate for the opportunity.
Pro tip Reference a concrete piece of work that triggered the outreach.
Watch out Do not make the recipient feel interchangeable.
- 4
Offer meaningful value
Describe the proposed collaboration and why it benefits the recipient, the audience, or a shared cause.
Pro tip Make the request easy to understand and answer.
Watch out Do not lead with how the recipient can promote your brand.
- 5
Send and follow up
Act despite mild awkwardness, then use limited, respectful follow-ups if the first message receives no answer.
Pro tip Prefer sincere energy over a perfectly polished corporate voice.
Watch out Aggressiveness does not justify harassment or repeated unwanted contact.
In the wild
During the pandemic, Burke wanted the Tiger King producer to speak to HubSpot employees. She researched his location in British Columbia, identified a shared interest in its wilderness, listened to his podcasts, and cited a deep-cut fact before explaining why he should give the talk. The producer found the approach unusual but agreed.
→ A highly tailored DM secured a distinctive employee event.
After seeing an exceptional photograph posted by Bates College, Burke messaged the college to identify the unfamiliar photographer. She learned he was student Sam Maronko, asked whether he had a job after graduation, and initiated the relationship that brought him to HubSpot.
→ Decisive outreach converted observed talent into a successful hire.
Common mistakes
Leading with self-promotion
A message centered on promoting the sender's company gives the recipient no reason to feel specifically valued.
Trying too hard to sound cool
Tone optimization can delay action and remove the sincere enthusiasm that makes outreach compelling.
Using fake personalization
A copied compliment or shallow reference signals automation rather than genuine attention.
Is it for you?
Best for
It is best for high-value outreach where public information allows thoughtful personalization and the recipient controls the decision.
Not ideal for
It is not ideal for bulk automated outreach or situations where no genuine mutual value exists.
From the transcript
“One of the biggest things I think people need to get over is the worry about being cool.”
“I'm willing to be awkward to do that.”
“it turns out what it took was really good research.”
From the episode
Live from INBOUND: Does PR Still Matter? With Katie Burke and Kipp Bodnar
Katie Burke