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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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