Your nurture sequence is showing its age
I’ve been saying the same thing on almost every client call lately, so it’s time I said it to you too.
We are all rushing to automate everything right now. And some of it should be automated. But there’s a quiet cost to automating the wrong things, and your clients feel it before you do.
Here’s what I mean.
A lot of firms set up a nurture sequence a year or two ago. Twelve months of emails, scheduled out, and then they walked away. Set it and forget it. It felt productive. But those emails are still talking about last year’s headlines, last year’s tax rules, last year’s version of you. The person reading them can tell no one is home.
That’s the danger of evergreen. It slowly goes stale, and stale reads as “this firm isn’t really paying attention.”
Now picture the firm that works a month or two ahead instead. Their June email actually mentions June. It speaks to what families are sitting with right now, summer travel, college kids, aging parents who need a long term care conversation before the next holiday gathering. Same effort to send. Completely different feeling on the other end.
One feels like a machine. The other feels like you.
I am not telling you to throw out automation. Please don’t. Automate your webinar reminders. Automate your post workshop deadline emails. Automate the mechanical things that just need to happen on time, because that frees you up for the work only you can do.
But your nurture, the follow up after someone attends a workshop, the note that goes out when a client finally calls back after six months, the touch that says “I remember you,” that part needs a human in it. That is the piece no one else can copy.
Because here is the truth as we head deeper into an AI world. Everybody is going to have the same tools. The same templates. The same auto written copy. What they will not have is your years of sitting across from scared families, or the way you explain a trust so a worried daughter finally exhales. The human touch is the thing that sets you apart, and it is getting more valuable, not less.
So this week, go read your own “nurture sequence”. Open it the way a prospect would. Does it sound like you, today? Or does it sound like a version of your firm from two years ago that forgot to update its calendar?
If it’s the second one, you’re not behind. You just need to put a little bit of you back into it.
Hit reply and tell me which part of your marketing feels the most like a robot right now. Your follow up? Your nurture emails? Your intake? I read every response, and I’ll point you toward the fix.
Keeping the human in your marketing,
Laura Lee