Why following up more often isn’t being annoying

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January 14, 2025

4:09

Why following up more often isn’t being annoying

This is a very specific video about follow-ups.

We talk about follow-up a lot — and for good reason. Most opportunities don’t disappear because someone isn’t interested. They disappear because life gets busy, priorities shift, and no one stays top of mind.

In this video I share a real example from LinkedIn that perfectly illustrates the difference between being persistent and being intrusive — and why warm, value-led follow-ups are not something you should feel awkward about.

If you genuinely believe your service helps people, following up isn’t pestering.
It’s doing your job properly.

For context, this video was originally recorded on 15 January 2025, views & strategies may have changed since.

Featuring

Jude Cornish

Chief Commercial Officer

Video transcript

Good evening. This is a very specific video aimed at a very specific situation, and I hope the person involved doesn’t mind me sharing it. I’m not going to expose who it is or exactly what happened, but it’s all about follow-ups.

We are always preaching to our clients about following up. If you genuinely believe that your service or solution is going to provide value to someone, and help them move from point A to point B in a way that improves their life, work, time, or money, then there is absolutely no harm in following up indefinitely.

The key caveat is that every follow-up needs to have some warmth to it. Some value. Some genuine reason for reaching out. Not just a lazy “did you see this?” or “just checking in.” If you’re doing that properly, why wouldn’t you keep following up? At its core, you’re just trying to help that person get closer to the outcome they already said they’re interested in.

Here’s a real example. Someone came in through my LinkedIn via organic social. I followed up once. No reply. Followed up again. Nothing. Third follow-up. Fourth follow-up. Eventually they replied and said, “Sorry, I don’t really use LinkedIn much, but I’d be more than happy to get on a call.”

This is why you have to get past the idea that you’re being annoying or pestering people. There’s a big difference between being persistent and being intrusive. Spamming someone with calls is annoying because it’s unavoidable and disruptive. But sending a subtle message that actually adds value and doesn’t demand an immediate response is not the same thing.

As long as you’re doing it properly, prospects often respect it. It shows that you care, that you’re proactive, and that you genuinely want to help them. It keeps you top of mind and reassures them that you’re there if they have questions or need support during the decision-making process.

This is just a quick, real-life example of how follow-ups actually work in practice. Hopefully, that conversation turns into a partnership where we deliver great results over the next one, two, six, or twelve months, they grow their business, and we grow ours. All because we decided to follow up a few extra times.

Yes, they probably would have replied eventually, but time passes, priorities change, and opportunities disappear. Your job is to stay top of mind.

And as a slight side note, follow-ups don’t always have to be direct messages. Running ads that your prospects keep seeing and posting organic social content achieves the same thing. You’re nurturing them without even messaging them directly. If following up one-to-one still feels uncomfortable for you, that’s another way to stay present without being pushy.

That’s all for this evening. I’ll catch you in the next one.

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