𝗕𝗲 𝗰𝗮𝗿𝗲𝗳𝘂𝗹 𝘄𝗶𝘁𝗵 “𝗻𝘂𝗿𝘁𝘂𝗿𝗶𝗻𝗴” 𝘆𝗼𝘂𝗿 𝗹𝗲𝗮𝗱𝘀. 👀 This might be a little polarizing, and it’s ONLY my opinion based on what I’ve seen… But I think sometimes we focus so much on “building a relationship” with our leads that we accidentally train them to stop paying attention to us. We’re told… Don’t sell too much. Nurture them. Give value. Build trust. ...become the person they know and like. And YES. Trust matters. But your leads don't necessarily need another friend in their inbox. 𝗧𝗵𝗲𝘆 𝗻𝗲𝗲𝗱 𝗮 𝗦𝗢𝗟𝗨𝗧𝗜𝗢𝗡. They became a lead because SOMETHING in their life isn’t where they want it to be. More income. More freedom. More time. A problem they’re freaking tired of having. So choose your lane and become REALLY good at speaking to that. Because if they start seeing your name in their inbox and already know it’s going to be another long “just checking in” email… why would they open it? And if they do open it, why would they click? Open rate matters. CTR matters. Especially because your backend is where so much of the long-term value of that lead can come from. And with Gmail getting increasingly aggressive about sorting promotional email, I think being memorable matters even MORE. 𝗦𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗮𝗹 𝘆𝗼𝘂 𝗰𝗮𝗻 𝘁𝗲𝘀𝘁: Before you write your next broadcast, forget about the offer for a second and write down ONE painfully relatable thought your lead has probably had this week. Not a broad problem like: “I want to make more money.” Go deeper. “I’m tired of spending money trying things and STILL not knowing what I’m doing wrong.” THAT sounds like the conversation already happening in their head. Now build your subject and first few lines around THAT thought. Get to the pain FAST. Make them recognize themselves before you ever ask them to click. You can still be human. You can still tell stories. You can still build trust. But nurturing doesn't have to mean becoming their inbox bestie. 😂 𝗧𝗵𝗲𝘆 𝗱𝗼𝗻'𝘁 𝗻𝗲𝗲𝗱 𝗮𝗻𝗼𝘁𝗵𝗲𝗿 𝗳𝗿𝗶𝗲𝗻𝗱 𝘁𝗲𝗹𝗹𝗶𝗻𝗴 𝘁𝗵𝗲𝗺 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝗶𝘀 𝗴𝗼𝗶𝗻𝗴 𝘁𝗼 𝗯𝗲 𝗼𝗸𝗮𝘆.