Not now, later

Around 50% of the leads you generate will never do anything. And that’s ok if it doesn’t cost you much to generate leads.

But the good news is that the other 50% will take action.

There are usually around 15% who will do something in the next 90 days and you need to have something in place to convert them.

The remaining 35% are really where the gold is buried in your list. They’re the ones who say, “not now, later.”

They might take up to 2 years to make a decision for a variety of reasons. They might not be ready or they might not be convinced yet. But they will end up doing something.

The tragedy is that most businesses don’t have a way to nurture these leads and end up missing out on the gold.

Nurturing does two things:

  1. It helps you stay top of mind for when they are ready.
  2. It helps you build your “authority” and increase the chances that they Know, Like & Trust you enough to take the next step.

Here’s how it can work….

I signed a new client last week.

He originally downloaded one of my lead magnets around 18 months ago.

He booked a meeting with me a month later, we discussed his business and I made some recommendations about how I could help him.

He didn’t proceed. Seems he wasn’t convinced yet.

But I continued to nurture him with helpful emails and information.

Finally, last week he was ready and signed up at our meeting.

If I’d given up on him the first time I would have never won his business.

The good news is that nurturing leads costs next to nothing once you have built a great system. It just works away in the background until they’re ready to take action.

What are you doing for those who say, “not now?”


By the way, whenever you are ready, here are 3 ways I can help you…

1. Grab a free copy of my new e-book called The New Rules of Marketing.  It explains how to consistently attract more customers in a post-pandemic world. These are all the successful strategies I used to help my clients survive and thrive during the last two crazy years, plus tips on how to implement them for your business.

2. If you are a small business owner with a B2C service offering, work with me to create a marketing plan for rapid growth in my 30-Day Marketing Accelerator. This is everything I do for agency clients who pay a premium to work with me in person, except we’ll do it via guided video sessions and Zoom calls. More efficient. More cost-effective.

3. If you’re keen to move faster and have the support of my full team, we can create a proven customer acquisition plan in the next 7 days. We’ll conduct a full day workshop with you, going through the proven steps you need to create your Attract & Convert marketing plan. You can see more information here.