You’re Wasting Your Marketing Dollars Without Personal Follow-Up
You already did the hard part. Don’t skip the step that actually turns it into business.
You sponsor a charity event and collect 30 names via a raffle. You host a webinar and 45 people attend. You send a highly targeted direct mail campaign with a copy of your book. You now have a list of real people who will remember you. What happens next?
For most advisors, it’s sending a mass email: “Thanks for attending.” “Great to meet you.” “Here’s a link to schedule an appointment.” Everyone gets the same message, and everyone ignores it. You just spent the time, money, and energy to get in front of those people. And then you stopped as soon as you got their attention.
The follow-up is not the optional last step. It’s the whole point. Everything before it was just the setup to initiate conversations that turn into business.
After you have invested in a marketing campaign or event, prioritize one-on-one follow-up. Write a personal email referencing something specific or send a handwritten note (not one of those services that look like handwritten notes). Or even (gulp) pick up the phone and call. Do something that might actually lead to engagement. After all, if you’re going to invest in the marketing that gets you the names, invest the extra time in the personal follow-up that makes the names worth having.
The takeaway: Marketing doesn’t end when the event is over or the campaign goes out. It ends when you follow up, personally, with the people who showed interest. Skip that step and you’re not saving time. You’re wasting everything you've already spent.
