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Steal the ‘Popular Kid’ Playbook: 4 Micro-Moves That Make You the Only Choice
August 2025
Read time: 5 minutes, 45 seconds
Last year, I was at my son Jeremiah’s track event … he’d say a name, flash a grin … ‘you got this’ … asked two other kids how they did … two girls even stopped me to ask if I was Jerry’s dad. Jeremiah was noticeably one of the most popular kids at the school … If you ask Jeremiah, he’ll tell you it’s his good looks, charm, and athleticism … But standing there, it hit me: It wasn’t one grand gesture — it was hundreds of micro-transactions stacked over time. That same cadence is what turns prospects into customers and customers into fans — “say the name, give the nudge, make the quick connection, move on” — over and over.
TOP OF FUNNEL Two newsletters ago, I went through the 7-11-4
foundation for top-of- funnel lead generation. If you missed that, scan the QR code below and check that article out as well. Here is a very brief review:
Do that, and you stop being “evaluated” and start being trusted. Omnichannel research backs this up: When customers interact across channels, they engage and spend more; simply being present (and helpful) in more than one place improves outcomes. Now, once someone has taken a first step and contacted you or opted in (requests a book, joins your list, books a consult), we shift from getting known to deepening the relationship. That’s where the Relationship Ladder lives.
The 7-11-4 framework works great to generate new leads, but we need to adjust when we start to nurture those leads and turn customers into
raving fans. Before we can generate a lead, we must first win attention and gain a bit of trust. We do this by giving people ~7 hours of meaningful exposure across ~11 touchpoints in ~4 different contexts (video, email, social, print, etc.).
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THE RELATIONSHIP LADDER FRAMEWORK The Welcome Here’s the moment most businesses fumble. Someone just raised their hand. Don’t make them wait, and don’t make them work. What I want you to do in the first 48 hours is simple: Deliver what you promised and give them an easier way to consume it right now. If you mailed a book, say: “Your copy’s on the way. Want to start today? I can text you the audiobook link.” See what we did there? We made their life easier, and we quietly opened a second channel. No forms. No hoops. Just helpful. Next, remove uncertainty. Record a 90-second “What happens next” video and attach a one-page “Start Here” checklist. Two easy choices beats five vague ones. If they asked for a consult, offer two time slots, not a calendar maze. And keep the tone casual, like a good host: “If you prefer quick hits, I can DM you the 60-second version each
week.” You’re not forcing a channel change; you’re offering convenience. Try This Today • Law: “We shipped your guide. Want the audio version so you can listen now? I can text you the link. Also, here’s what to expect at your first consult (one page) and two times that work next week.” • B2B: “Grabbed the playbook? Great. Here’s a two-minute walkthrough so you can implement step one this afternoon. If short tips help, I’ll DM the weekly clip.”
BEFORE WE CAN GENERATE A LEAD, WE MUST FIRST WIN ATTENTION AND GAIN A BIT OF TRUST.
Engage (Be helpful and human.) This is where most content dies — because it’s “me, me, me.” Not here. We’re going to be audience‑first.
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Think small, useful, or entertaining touches that make them glad you showed up — even when they’re not buying today. React to their world. Ten minutes a day, hop into LinkedIn/FB/IG, use people’s names, and leave specific comments. “Congrats on the grant — huge milestone.” That’s a micro-deposit in the trust bank. Ship helpful bites 2–3 times a week. Short Owner’s Notes (60–120 words). A tiny PSA that saves someone a headache. A curated tool you actually use. Sprinkle in a human moment — a kid story, a behind-the-scenes lesson, a clean meme. You’re building a relationship, not delivering a brochure. Accelerate outcomes. They don’t want a PDF; they want progress. “If you grabbed the LLC guide, here’s a naming checklist you can finish over lunch.” That’s how you become useful. Light, genuine, repeatable. That’s the game. Show Proof (Let others tell your story.) Talking about yourself isn’t proof. Let others talk about you. Tell human-interest stories where your client is the hero, and you’re the guide who showed up with the map.
Structure every story the same way: context › their challenge › your small nudge/tool › the outcome › the lesson. Keep your role modest. Give the credit away. That’s what makes the story believable and shareable. Stack public and private proof. After a high point, send a two-touch review ask (same-day thank-you plus link; polite nudge 48–72 hours later). Screenshot thank-yous (with permission). Share short clips of clients talking about the moment they felt relief. Community proof > corporate chest-thumping.
YOU HAVE TO STOP CHASING SHINY OBJECTS AND THE NEXT MAGIC LEAD GENERATION TOOL.
Make It Personal (Engineer belonging.) Now we deepen the bond, so switching away from you feels risky. Do this in two layers: scaled warmth every week, and episodic moments that can’t be automated. Scaled warmth is your drumbeat: bi-weekly Owner’s Notes, same-day replies to DMs, birthday texts plus a real card, and a monthly “clients to know” shout- out. Your newsletter is the heartbeat that makes sure we have a minimum of one touch point with every prospect and reminds them there’s a real human behind the logo. Episodic moments are where memories stick. Set up a simple system to surface life events — new baby, graduation, promotion, big move, funding. Twice a week, check the list. If three clients hit a milestone, handwrite three short cards that week. Thirty seconds each. No pitch. “Saw the promotion — well earned. Proud of you.” That’s the note they save. Be a connector. When two customers should meet, make the intro. You’ll be remembered for the relationship you created, not the paragraph you posted.
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HOW THESE RUNGS STACK (WHY THIS WINS) Welcome makes the first step easy and opens a second channel without pressure. Engage makes every touch
worthwhile, even when there’s no transaction on the table
Show Proof lowers risk because their peers do the talking. Make It Personal creates belonging and peak moments people remember.
Run this and you’ll feel the shift. You become the familiar, safe choice — the “popular kid” of your market. In a world of unlimited options, that familiarity bends price sensitivity, shortens decisions, and turns great clients into fans who stick and introduce you to their friends.
THINK SMALL, USEFUL, OR ENTERTAINING TOUCHES THAT MAKE THEM GLAD YOU SHOWED UP — EVEN WHEN THEY’RE NOT BUYING TODAY.
the pack. You have to stop chasing shiny objects and the next magic lead generation tool. Instead of doing those things, focus on relationships, adding value, helping others, showing how much you care, and setting yourself apart as not the best option. Because of your relationship, you’re the only option. This is the framework that can do just that. If you’re ready to incorporate these tactics into your business and become omnipresent using the 7-11-4 framework and the relationship framework, scan the QR code or head to NewsletterPro.com and schedule a call. Let’s jump on the phone and
THE PATH LESS TRAVELED I’ve built a career on taking the path less traveled. As entrepreneurs, we all have that in common. Where I see entrepreneurs make mistakes, though, is trying to conform to how everyone else does it after becoming entrepreneurs. It is 100% understandable. When you’re first starting out, being an entrepreneur is new and scary. At least it was for me. Following the pack will keep you stuck somewhere in the middle of the road. If you really want to achieve your long-term business goals and have or amplify the life you’ve dreamed of, you have to break away from
make a plan that works for your unique situation and business.
–Shaun
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