Every now and then, I get emails from companies offering me leads. You’ve probably seen them too — “Sign up today and we’ll connect you with clients looking for your services.”
It sounds tempting, doesn’t it? Clients, delivered straight to your inbox. All you have to do is pay a small fee to unlock their details and you’re set. Easy money.
Except, it’s not.
A recent experiment
One of these companies sent me a “free lead” last week. Their pitch was clever: “Hurry, be the first to claim this contact.” The way it was worded made it sound like I’d be the only one contacting this person, which of course triggered my curiosity.
So, I tried it. I reached out politely, even followed up. And… nothing. Dead silence.
Meanwhile, the lead gen company sent me a stream of emails, cheering me on: “Have you contacted the client yet? See the value? Imagine what you could achieve with a monthly plan!”
Here’s the problem though: they didn’t send me a client. They sent me a lead. And in this case, the lead went nowhere.
The illusion of certainty
This is where I think many people (myself included, in the past) get caught. These platforms market themselves as if they’re selling certainty. Pay the fee, get the client. But they’re not selling clients. They’re selling possibilities.
To me, it feels a bit like paying to fish in a stocked dam. You might catch something, you might not. You’re not the only one casting a line. And even if you do hook a fish, it might wriggle off before you land it.
Yes, your chances are better than casting into an empty pond, but it’s still unpredictable. And the company makes money whether you reel something in or not.
Why I prefer building a brand
Now, I’m not saying these services never work. I know some people who’ve landed jobs through them. But for me, the return has never been worth the effort or cost.
I’d rather put that same energy into building something lasting: a brand that attracts people to me. When someone finds me because of my work, my content, or a recommendation, they’re already halfway to choosing me. They’re not a “cold lead” I’m chasing — they’re a real person looking specifically for what I offer.
And that difference is huge.
The takeaway
Lead gen companies promise quick wins, but in my experience, they rarely deliver on the hype. For some, it might be worth the gamble. But for me, I’d rather invest my money and time into SEO, referrals, and brand-building — the things that keep paying dividends long after a “lead” has gone cold.
Because at the end of the day, I don’t just want a list of names. I want people who’ve already decided they want to work with me. That’s not something you buy. That’s something you build.
If you’d like to start building your brand in a way that attracts the right clients, I’d love to help. Take a look at my Design Services to see what fits best for your business.