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It sounds like you have to educate people around the process you have discovered. That is a lot different to people searching for something they already know businesses offer.
From that perspective, you reaching out to them – personally (in person or on the phone) will probably work best. Then you can have a funnel-type approach that goes phone call – survey -follow up email with sales letter type info- phone call. Stage four, the last phone call would be when you sell the concept.