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Tara Lassiter

Here's my secret sauce...

Published 12 months ago • 2 min read

On a recent client call, she laughed and said, “Tara, it feels like you’re everywhere.”

I had to chuckle, because behind the scenes, she knows I don’t have some big, high-maintenance visibility system.

The only piece of original content I create every week is this newsletter. Everything else? Just repurposed versions: LinkedIn posts, captions, evenSubstacks. Same ideas, different doors into the same room.

But here’s the real takeaway: her comment told me something powerful.

She was Googling me. She was following me. She was watching how I interacted with other people.

And that’s the part most people forget: a lot of your leads aren’t raising their hands yet. They’re lurking. They’re paying attention behind the scenes.

They’re asking:

  • Is she consistent?
  • Does she actually know what she’s talking about?
  • Do I feel like I know her? Trust her?

They may never like, comment, or slide into your DMs. But they’re still forming an opinion about you.

That’s where social selling comes in.

Social selling isn’t just a nice-to-have. It’s the bridge that makes every lead generation strategy work harder:

  • Running ads? Social selling ensures that when someone Googles you after seeing an ad, they find a compelling, consistent brand with clear next steps.
  • Cold pitching? Social selling warms up the pitch. You’re not a random name in their inbox. You've already shown up in their feed, engaged with their work, and demonstrated credibility.
  • Relying on referrals? Social selling widens the circle. It strengthens your existing referral partners and introduces you to new ones.

In today’s market, the people thriving aren’t just the ones with clever campaigns. They’re the ones who’ve built strong, behind-the-scenes relationships that put them front and center in the conversations that don’t get posted publicly, but where real deals are still being made.

That’s why social selling is a must-have. It’s how you recession-proof your business.

Because at the end of the day, business isn’t built on algorithms. It’s built on relationships.

And if you’re not nurturing those relationships, both the visible ones and the quiet, behind-the-scenes ones, you’re invisible to the very people considering you.

So if you want to feel “everywhere” to the right people, without creating content 24/7, start by anchoring your strategy with one piece of original content (like this newsletter). Then repurpose it. Layer in social selling.

The magic isn’t in doing more. It’s in being present enough that when someone is ready, you’re already on their radar.

The Latest

I'm sure you noticed the logo change.

I've simplified my offer stack and simplified the marketing behind it. I'm sunsetting The Lede (although past issues will be dripped out as LinkedIn newsletters until the end of the year) and going all in on Substack. I've loved building there this month, and almost instantly knew it would be my new home.

I'll still use Kit for automations, but my list for weekly broadcasts will be migrated in October.

There's nothing to do on your end.

See you on Substack! (You think I've hyperlinked it enough? ☺️)

The Links

  • I updated the DM Confidence Kit, lmk what you think...
  • I also created a custom GPT, ROLO (clearly I'm making the most of my 10 hours a week at my desk!)
  • To everyone who completed my survey, thank you. You don't need another course, community, or challenge to push you to procrastimarketing. So I created this...

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Tara Lassiter

The Lede

Most women aren’t afraid of selling, they’re afraid of sounding like someone they’re not. In each weekly episode of The Lede, I help founders stop hiding behind content and start conversations that lead to clients, collaborations, and confidence (without the cringe), because let’s be real: “Just post valuable content” is not a business development strategy. In my corner of the internet, you’ll find story-led sales strategy, spicy takes on what actually works, and DM-friendly messaging that helps you build a pipeline you’re proud of, one real conversation at a time.

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