The trust gap is massive. When you cold-message a potential client on LinkedIn or email, you are a complete stranger asking for their money. You have zero credibility, zero social proof, and zero relationship. You're competing with every other DM in their inbox.
Direct outreach to prospects can work — but it's the hardest possible way to get clients at this stage.
I would much rather you reach out to people who are already in front of the people you want to get in front of.
Direct to Prospect
- You → Stranger
- No trust, no context
- High rejection rate
- Competing with every other DM
Through an Affiliate Partner
- You → Partner → Their clients
- Trust transfers instantly
- You arrive pre-endorsed
- Conversation is completely different
An affiliate partner is someone who serves the same clients you want to serve, but in a non-competing capacity. They have audiences of your ideal clients — and a built-in reason to introduce you.
They're not another accountant. They're the financial advisor, the attorney, the business coach, the marketing agency — people who are already working with your ideal clients every single day.
Tax Planners
Financial advisors, estate attorneys, business coaches, insurance agents
Bookkeepers
Marketing agencies, legal tech consultants, bar association contacts
General Firms
Business attorneys, insurance brokers, HR consultants, industry coaches
Think about who else touches your ideal client's business. That person is a potential affiliate partner.
The partner's fear: "What if I introduce you and you suck? That reflects on me." You need to make it a no-brainer for them too.
Offer to the Partner
Why they benefit from making the introduction. Solves a problem they already have. If you only have the client offer, the partner has no reason to stick their neck out.
Offer to Their Client
The value you deliver to the end client — a tax plan, financial analysis, strategy session. This is the deliverable that builds trust.
Both offers must be compelling. The partner won't introduce you unless there's something in it for them.
Example 1: Marketing Agency → Attorney
Marketing agencies that serve law firms struggle to prove ROI to their attorney clients.
Your Offer to the Agency
"I'll run a financial analysis showing exactly how much revenue your marketing generated. If the numbers look good, your clients will never leave."
Your Offer to the Attorney
A comprehensive financial & marketing ROI analysis that quantifies what their marketing is actually doing for their firm.
The agency gets a retention tool. You get in front of the attorney. The attorney gets valuable data. Everyone wins.
Example 2: Financial Advisor → Tax Client
Financial advisors make money based on assets under management. Tax savings create investable money.
Your Offer to the Advisor
"I'll do tax strategy sessions for your clients. When they save on taxes, they have more money to invest with you. Your AUM goes up."
Your Offer to Their Client
A comprehensive tax strategy session that identifies savings opportunities they're currently missing.
The advisor's AUM grows. You get a new tax client. The client saves money on taxes. Three-way win.
"Normally I charge $5,000 for a tax plan. I'm not going to charge you anything. I want you to offer this to your clients and charge whatever you like."
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1The partner can charge $5k, $10k, even $20k — and keep all of it
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2Put a limit on it: "I'll do 5 of these for free" — creates urgency and scarcity
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3Over-deliver and prove your value — the partner looks like a genius for connecting you
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4Upsell to ongoing services — "$500+/mo retainer from zero acquisition cost"
The upsell path: Free engagement → Over-deliver → "I'd love to help implement this. Here's what ongoing work looks like." → Retainer client. The free engagement wasn't free — it was the world's best sales pitch.
Where to Find Them
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1LinkedIn search — profession + your city/region
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2Google search — "[profession] [your city]"
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3Ask existing clients — "Who's your financial advisor? Your attorney? Your insurance person?" Those are warm leads.
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4Industry events — local business groups, professional associations, online communities
The Outreach Message Framework
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1Lead with value, not an ask — "I've been working with [client type] and noticed something interesting..."
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2Show you understand THEIR challenge — demonstrate you know their business pain, not just yours
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3Propose the two-sided offer — explain what's in it for them AND their clients
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4Make it low-risk — "I'd love to do a few of these for free to prove it works"
Outreach
20–30
messages sent
Conversations
5–10
real conversations
Partnerships
2–3
real, ongoing partnerships
One good affiliate partner can send you multiple clients over months and years. This is a relationship, not a transaction. Two or three strong partnerships can completely transform your pipeline and get you to $250k.
$500k+
in revenue from affiliate partnerships alone
Ryan Bakke built his first $500k to $1M in revenue through JV workshops and affiliate partnerships with real estate coaches and influencers. He found people with his audience, crafted two-sided offers, and the referrals kept compounding.
List 10 potential affiliate partners
Name, profession, and a clear reason why they'd benefit from introducing you to their clients.
Draft your two-sided offer
Write out what's in it for the partner AND what's in it for their client. Both sides need to be compelling.
Write your outreach message
The actual LinkedIn or email message you'll send to your first 5 partners. Use the framework: lead with value, show understanding, propose the offer, make it low-risk.
Decide your free offer commitment
How many free engagements will you do? We suggest 3-5. This is the nuclear option that makes it impossible to say no.
Stop chasing strangers. Start partnering with allies. The people who already have your ideal clients' trust are the fastest path to $250k.