“Just checking in” is the worst thing you can send
Last week I asked you to look at your unconverted leads and ask yourself how many have heard from you lately.
This week I want to talk about what you actually say when you reach back out. Because this is where most firms make the same mistake.
They send a check-in.
“Hi, just wanted to follow up and see if you had any questions.” “Checking in to see if you are still interested in scheduling a consult.” “Just touching base.”
I know you have received those emails. They feel hollow. They do not give you a reason to respond. They do not add anything to your day. They just remind you that someone wants something from you.
That is not a nurture sequence. That is a nudge. And nudges make people feel like a task on someone else’s to-do list.
A real nurture sequence adds value before it asks for anything.
What does that look like for an estate planning firm? It looks like an email that helps a family understand when it is time to update their trust, because a lot of people do not realize their 2016 document does not account for the new grandchild. It looks like a short piece on what happens when someone passes away without a power of attorney in place, written plainly and without the legalese. It looks like a note about long-term care planning, because that is exactly what the couple who came to your workshop in February is quietly worried about.
You are not selling. You are being useful. You are showing up as the person who knows things they need to know, consistently, over time, without demanding anything in return.
And then, woven into that value, a gentle and specific invitation. Not “let us know if you have questions.” Something more like: if any of this sounds familiar and you have been putting off getting your plan in order, this is a good time to reach out.
That is the difference between a nurture sequence that converts and one that just takes up space in someone’s inbox.
Before next week, look at what you are currently sending to unconverted leads. Is it adding something to their day? Or is it just reminding them you exist?
There is a big difference between the two.
Giving before the ask, every single time,
Laura Lee