EPISODE · Dec 10, 2025 · 29 MIN
Before You Run Ads… Do This First | Ep32
from Change Champions · host Riley McGhee and Pedram Parasmand
Most solopreneurs believe ads will finally give them the traction they’ve been missing. But as Riley and Ped reveal in this episode, ads don’t fix foundational problems. They multiply them. Before you spend a dollar on paid traffic, you need something far more powerful: real conversations with real people.Drawing from decades of experience and tens of thousands of dollars spent testing ads, they break down why ads are often the fastest way to lose money early on, and why authentic outreach consistently outperforms paid campaigns for coaches, consultants, and facilitators. You’ll learn a simple outreach framework, how to make it feel natural instead of salesy, and why relationship-first business development remains the most reliable way to build traction at any stage.In this episode you will learn:Why ads multiply mistakes instead of fixing them — and when they actually make senseA three-step outreach system (Intro, Interest, Invite) that generates traction quicklyHow to have authentic, human conversations that lead to real opportunitiesWhy talking to 10 real people gives you better data than $10,000 in ad spendHow outreach becomes sustainable when curiosity, not pressure, drives the conversationIf you're building a service-based business and want predictable clients without burning cash on ads, this episode gives you the starting point most people skip — and the one that makes everything else work.Timestamps:0:00 – Why Ads Fail Solopreneurs1:18 – Real Conversations vs. Ad Spend2:26 – Why Outreach Works Better3:39 – The Outreach Framework5:11 – Authentic vs. Cold Outreach6:48 – Client Results from Outreach7:56 – Step 1: Intro9:05 – Step 2: Interest13:21 – Step 3: Invite15:03 – Making Outreach Feel Natural24:39 – Consistency and Daily Rhythm27:06 – Why You Don’t Need Ads Yet
What this episode covers
Most solopreneurs believe ads will finally give them the traction they’ve been missing. But as Riley and Ped reveal in this episode, ads don’t fix foundational problems. They multiply them. Before you spend a dollar on paid traffic, you need something far more powerful: real conversations with real people.Drawing from decades of experience and tens of thousands of dollars spent testing ads, they break down why ads are often the fastest way to lose money early on, and why authentic outreach consistently outperforms paid campaigns for coaches, consultants, and facilitators. You’ll learn a simple outreach framework, how to make it feel natural instead of salesy, and why relationship-first business development remains the most reliable way to build traction at any stage.In this episode you will learn:Why ads multiply mistakes instead of fixing them — and when they actually make senseA three-step outreach system (Intro, Interest, Invite) that generates traction quicklyHow to have authentic, human conversations that lead to real opportunitiesWhy talking to 10 real people gives you better data than $10,000 in ad spendHow outreach becomes sustainable when curiosity, not pressure, drives the conversationIf you're building a service-based business and want predictable clients without burning cash on ads, this episode gives you the starting point most people skip — and the one that makes everything else work.Timestamps:0:00 – Why Ads Fail Solopreneurs1:18 – Real Conversations vs. Ad Spend2:26 – Why Outreach Works Better3:39 – The Outreach Framework5:11 – Authentic vs. Cold Outreach6:48 – Client Results from Outreach7:56 – Step 1: Intro9:05 – Step 2: Interest13:21 – Step 3: Invite15:03 – Making Outreach Feel Natural24:39 – Consistency and Daily Rhythm27:06 – Why You Don’t Need Ads Yet
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Before You Run Ads… Do This First | Ep32
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