Think about the last time someone tried to sell you something out of nowhere. Annoying, right? You didn’t ask for it, you didn’t need it, and you certainly didn’t trust the person offering it. That’s exactly how your website visitors feel when they’re pushed towards a sale too quickly.
Many businesses make this mistake—focusing only on sales and ignoring the lead nurturing process. The result? They drive away potential customers who might have bought later if they’d been approached differently.
The easiest way to understand leads is to think about dating. Would you propose marriage the second you meet someone? Of course not! You’d take the time to connect first. Lead generation works the same way as dating—nurturing up your audience before asking for the big commitment.
Here’s how you can do it the right way.
Why Pushing for a Sale Too Soon Leaves People Cold
When someone visits your website for the first time, they’re likely a cold lead. They fit your target demographic, so there’s potential interest, but they don’t know you yet. They have no reason to trust you, no emotional connection to your brand, and no desire to buy anything from you—yet.
Trying to sell at this stage feels like a cold call. Nobody likes a cold call. It’s intrusive and off-putting. In fact, it’s the marketing equivalent of walking up to a stranger in a bar and saying, “Come home with me.”
How do you think that’ll go? Spoiler: not well.
People don’t want to be sold to without context. They want to feel seen, understood, and given a reason to care. Rushing straight into a sales pitch doesn’t give them that. Instead, it often drives them away. Imagine calling a lead (based on your buyer persona) to see if they want to buy some lead nurturing training from me:
[Ring, ring…]
Lead: Hello?
You: Hi [Lead’s Name], this is [Your Name] from [Your Company]. How are you today?
Lead: I’m well, thanks. What’s this about?
You: Great to hear! Want to buy some leads? I've got an amazing lead generation tool that will… Hello? Hello? Dammit! They've gone.
Do you know what I'm thinking now? That I have the wrong lead. That's not the case. When you ask someone to marry you on the first date they think you're pushy at best and creepy at the worst.
So, what’s the alternative? Warm them up first. Take a little time to build trust and show value before you ask for the sale.
[Ring, ring…]
Lead: Hello?
You: Hi [Lead’s Name], this is [Your Name] from [Your Company]. How are you today?
Lead: I’m well, thanks. What’s this about?
You: Great to hear! The reason I’m calling is to help you avoid what many businesses face—losing potential customers by pushing too hard, too fast. I’d love to show you how warming up leads, rather than rushing to close a sale, can make a huge difference to your conversion rate.
Does that sound like something you’ve experienced before? Trying to sell, but it just doesn’t quite land with your audience?
Lead: Yeah, I think we’ve run into that problem a few times.
You: You’re not alone! Most businesses focus heavily on immediate sales, but the truth is, cold leads—people who’ve never interacted with your brand—aren’t ready to buy straight away. It’s like asking a stranger in a bar to go home with you. Awkward, right?
What we do is help you build trust and nurture these leads first. We guide them from being “cold” to “warm”, so they genuinely want to hear from you and are far more likely to convert into long-term customers.
Lead: Interesting… How do you do that?
You: Great question! We start by helping you define your buyer persona—the exact kind of customer you want to reach. Once we know who they are, we craft a strategy to build trust, provide value, and offer solutions to their problems.
Think blog content that speaks directly to their challenges, engaging email sequences, and smart ad targeting. Suddenly, you’re not just selling—you’re solving a problem they care about. And once they trust you? Selling feels effortless.
Would you be open to a short consultation to see how this could work for your business?
Lead: Yeah, I’d be interested in hearing more.
You: Fantastic! I’ll set up a time and send over the details. I think you’ll be surprised at how much impact a small shift in your strategy can have.
The thing is, this is an imaginary scenario, and you will probably call your leads and nurture them by email as well as making calls. Of course, you may just want the leads as you have a proven sales / follow-strategy and can deal with objections.
How to Warm Up Cold Leads
You wouldn’t ask someone to marry you on a first date, right? The same logic applies when selling. Cold leads are like strangers—they’re not ready for a big commitment. Instead of rushing to close the deal, focus on building trust and creating a connection. This turns cold leads into warm leads—people who want to engage with you and are far more likely to buy.
So how do you warm them up? It’s about giving before you ask. Here’s how:
1. Offer Value Upfront
Imagine meeting someone who immediately tells you how amazing they are and why you should date them. Awkward, right? Instead, you’d probably appreciate someone who’s interested in you—offering useful insights, helping solve a problem, or sharing something valuable.
The same goes for leads. Offer something they care about before asking for anything. This could be:
- Helpful advice or actionable tips: A blog post like “5 Easy Ways to Improve Productivity”
- A free resource: An eBook, checklist, or template that solves a specific problem
- Exclusive content: A video series, insider tips, or behind-the-scenes insights
Example:
If you run a fitness brand, offer a free downloadable guide on “10 Quick Workouts for Busy Professionals.” This positions you as a helpful authority, making them more likely to trust you.
Why it works:
People love getting something valuable for free. It builds goodwill and trust while giving them a taste of what you offer.
2. Align with Their Values
People are more likely to engage with brands that “get them”. They want to feel like you understand their needs, frustrations, and dreams. Speak their language and show how your product or service aligns with what matters to them.
Ask yourself:
- What problem are they trying to solve?
- What’s frustrating them right now?
- How can your product improve their life?
Example:
Let’s say you sell project management software. Instead of focusing solely on features, address their pain point: “We know managing multiple deadlines can feel overwhelming. Our tool makes it easy to organise your tasks and focus on what matters most.”
Why it works:
When your messaging reflects their reality, they’ll feel seen and understood. It’s like meeting someone who shares your values—it creates instant rapport.
3. Invite Them to Engage
Once you’ve sparked interest, don’t just leave it hanging—invite them to take the next step. Make it easy and non-committal. Remember, you’re not proposing marriage; you’re just asking for a coffee date.
Here’s how you can do that:
- Email signups: “Want more tips like this? Join our newsletter!”
- Free downloads: “Grab your free guide now—no strings attached.”
- Webinars and live Q&As: “Join our free session on mastering [topic]. Ask us anything!”
Example:
If you’re a marketing consultant, invite them to join a free webinar: “How to Triple Your Email Open Rates in 30 Days.” You’ll capture their attention, deliver value, and get permission to stay in touch.
Why it works:
It feels casual and natural—just like asking for someone’s number after a fun conversation. No pressure, just an open door for future engagement.
Think Long-Term, Not One-Off Sales
The goal here isn’t to push for an immediate sale but to build a long-term relationship. Once your leads trust you and see the value you offer, selling becomes much easier.
It’s exactly like dating. Build the connection first, show your personality and value, and only then ask for something more serious. You’ll find that your conversion rate improves, and your customers stick around longer.
So, ready to start warming up those leads? Time to bring your wit, charm, and value to the table!
Create Content That Speaks Directly to Them
Once you’ve built trust and captured attention, it’s time to keep them engaged. The best way? Create content that feels like it was made just for them. When your audience feels understood, they’re far more likely to stick around and eventually buy from you.
But here’s the catch—your content needs to be relevant, helpful, and easy to digest. No jargon, no fluff. Just practical, relatable content that solves a problem or offers value.
Here’s how to nail it:
1. Focus on Their Challenges
Put yourself in your lead’s shoes. What keeps them up at night? What small frustrations do they deal with daily? Your content should address those challenges and offer simple solutions.
Example:
If you’re in the finance industry, create a post like “5 Ways to Save £200 Every Month Without Sacrificing Fun”. It’s specific, it solves a relatable problem, and it’s easy to act on.
2. Answer Questions They’re Already Asking
Think about the common questions your leads ask during consultations or on social media. Create content around those topics.
- FAQs make great blog posts
- Common mistakes become engaging “how not to” videos
- Short tips turn into quick-win social posts
Example:
If you run a skincare brand, answer questions like “What’s the Best Routine for Sensitive Skin?” or “How to Choose the Right SPF”. When you deliver answers, you’re positioning yourself as the go-to expert.
3. Be Conversational and Authentic
Nobody wants to read robotic, salesy content. Keep your tone light, conversational, and full of personality. Talk to your audience like you would a friend—be real and relatable.
Example:
Instead of saying: “Our product enhances your productivity and reduces workflow inefficiencies.”
Try: “Get more done in less time without pulling your hair out.”
People respond to authentic voices, not corporate jargon.
4. Mix It Up
Don’t rely on just one content format. Everyone learns differently. Some love to read; others prefer videos or infographics. Mixing things up keeps your content fresh and more engaging.
Try these formats:
- Blog posts for deeper insights
- Videos for quick explanations
- Infographics for visual learners
- Podcasts for on-the-go learning
Example:
If you’re a fitness coach, create a workout guide as a blog post, then turn it into a short “how-to” video for social media. Repurpose the same content to reach more people in different ways.
Stay Consistent
Consistency is key. Post regularly so your audience knows when to expect fresh content from you. Whether it’s weekly blog posts or monthly webinars, staying visible builds trust and keeps you top of mind.
When done right, your content won’t just warm up your leads—it’ll have them eagerly waiting for the next thing you share. And that’s when you’ll know they’re truly ready to buy.
Building Relationships That Last
Selling isn’t just about transactions; anyone who convinces you this is the truth doesn't have a business and you shouldn't take advice from them. Selling is, and has always been about relationships. If you want customers to stick around—and keep coming back—you need to go beyond the sale. Focus on nurturing a connection that feels genuine and personal.
Think of it like making a friend. You wouldn’t meet someone, chat once, and expect them to be your best mate forever. You check in, you show interest, and you invest time in getting to know them. Business relationships work the same way.
Here’s how you can start building relationships that matter.
1. Be Helpful First
No one likes the hard sell. Instead of constantly promoting your products, aim to help your leads. Be the business that solves their problems, answers their questions, and makes their life easier.
Example:
A small business coach might offer free advice on common startup mistakes through a series of blog posts or videos. Leads appreciate the support and naturally feel inclined to engage further.
Why it works:
It creates goodwill and positions you as a trusted expert. People are more likely to buy from someone they trust.
2. Personalise Your Communication
Nobody wants to feel like just another email address in your database. Personalising your communication makes your audience feel seen and valued.
Use their name, reference their past interactions, and offer solutions that feel tailored to their needs.
Example:
Instead of sending a generic “thanks for subscribing” email, say:
“Hi Sarah, thanks for joining our community! Based on your interest in [topic], you might enjoy this free guide on [related topic].”
Why it works:
It feels like a one-on-one conversation rather than a mass email. Personal touches build trust and loyalty.
3. Stay in Touch Without Being Pushy
Building relationships is about consistency, not pressure. Stay in touch with valuable content and occasional offers, but avoid overwhelming your leads with constant sales pitches.
A good rule? Use the 80/20 rule—80% value-driven content, 20% promotional.
- Value-driven content: Tips, how-tos, case studies, behind-the-scenes insights
- Promotional content: Special offers, product launches, discounts
Example:
If you run a coffee subscription service, send a newsletter featuring brewing tips, coffee origin stories, and the occasional discount for loyal subscribers.
4. Show You Care
People love businesses that treat them like humans, not numbers. Go the extra mile to show you care. Respond to comments, follow up on questions, and celebrate milestones with your community.
Example:
A fitness brand might send a personalised email congratulating a subscriber on their six-month membership, offering a discount as a thank you for their loyalty.
Why it works:
It builds emotional connections and shows that you genuinely appreciate their support.
Relationships Lead to Loyalty
When you invest in your relationships, your customers will feel it—and they’ll reward you with loyalty. Loyal customers don’t just buy more; they also recommend you to others.
Remember, the goal isn’t a one-time sale. It’s to create lasting connections that keep your leads coming back again and again.
Sarah x
P.S. Want read hot leads? Ping me a Whatsapp – 07816 528421 and ask me about Luna Leads. You know from reading this you're not getting a sales pitch!
