Okay, real talk. If your follow-up email starts with “Hi, just checking in!” We need to have a serious conversation. Like, pull up a chair, grab a snack, let’s talk.
Because here’s the thing: that phrase? It’s the follow-up equivalent of showing up to a party and saying “so… do you like stuff?” It’s vague, it adds zero value, and honestly? It gives the person on the other end absolutely no reason to reply.
At The Ad Guys, follow-up is literally an art form. It’s my job as the Lead Follow-Up Assistant to make sure warm leads don’t slip through the cracks, and to do it without coming across as desperate, annoying, or robotic. So let me break down how we actually do it.
The Problem With Generic Follow-Ups
Most people treat follow-up like a reminder alarm — just noise to let someone know you still exist. But your leads are humans. Busy, distracted, sometimes overwhelmed humans who get dozens of emails and DMs every single day.
A generic “just checking in” email says one thing loud and clear: “I have nothing new to offer you. I just want your money.”
Not cute.
What a great follow-up actually says is: “Hey, I’ve been thinking about YOUR situation specifically, and I have something that might help.”
That’s the energy shift that changes everything.
The Follow-Up Rules We Live By at The Ad Guys
1. Every Follow-Up Must Add Value
Before you hit send, ask yourself: does this message give the lead something useful? It could be a stat, a quick tip, a relevant case study, or even a relevant question that makes them think. If it adds nothing, rewrite it.
For example, instead of “Just following up on our proposal,” try:
“Hey [Name], I noticed a lot of businesses in your niche are struggling with low engagement on Instagram right now. We recently helped a client in a similar space grow their reach by 200% in 60 days — happy to share what worked if you’re curious!”
See the difference? Same goal. Completely different energy.
2. Timing Is Everything (and There’s a Science to It)
At The Ad Guys, we don’t just blast follow-ups randomly. We follow a sequence:
- Day 1: Initial pitch/proposal sent
- Day 3: First follow-up — add a value-driven insight
- Day 7: Second follow-up — share social proof or a relevant case study
- Day 14: Third follow-up — soft check-in + offer a free consultation or resource
- Day 21+: Long-game nurture — occasional helpful content, no pressure
This keeps you present without being pushy. Big difference.
3. Personalization Isn’t Optional
If you’re copy-pasting the same message to 50 leads, they can feel it. Use their name, reference their business, mention something specific from your last conversation. People respond to people, not templates.
4. Switch Up the Medium
If email isn’t getting through, try a LinkedIn message. If that’s not working, maybe a quick WhatsApp voice note (where appropriate). Different people live on different platforms. Meeting them where they are shows that you actually care enough to try.
5. Know When to Let Go (Gracefully)
Yes, we’re persistent but we’re not stalkers. If someone has been unresponsive through multiple thoughtful follow-ups, one last message that gives them a clean exit is the classy move:
“Hey [Name], I don’t want to keep flooding your inbox if the timing isn’t right. No hard feelings at all — if things change and you’d like to explore what we can do for your brand, I’m always here. Wishing you all the best!”
Nine times out of ten? That message gets a response. Because it’s human.
Why This Matters for Your Brand
At The Ad Guys, everything we do; from Social Media Management to Google Ads to SEO is built on relationships. And relationships don’t start with the sale. They start with the conversation before the sale.
The way you follow up reflects your brand’s values. Are you patient? Are you thoughtful? Do you actually understand your client’s needs or are you just trying to close?
Done right, follow-up isn’t annoying. It’s how trust is built.
The Bottom Line
Ditch the “just checking in.” Bring something to the table every single time you reach out. Be consistent, be personal, be patient and watch how your conversion rate tells a completely different story.
At The Ad Guys, we don’t just run ads. We build relationships that convert. And it all starts with showing up the right way.
Want to work with a team that actually gets it? Let’s talk. Reach out to The Ad Guys today and let’s build something great together.
