Hey, it’s Brooks. Welcome to Mondays with Money Marketers, where Wall Street meets Madison Avenue.

As a quick reminder: We’re an email marketing agency for financial service firms. We use email to drive leads, increase conversion rates, reduce churn, and boost your bottom line.

We taught ourselves how to do everything above by growing our own newsletter, The Street Sheet, from 5,000 subscribers to 160,000 subscribers (and counting).

We then took what we learned and started helping companies like J.P. Morgan, SoFi, Empower, Benzinga, and more with their email and content marketing.

Every Monday we share tips and tricks we’ve learned that you can implement yourself.

Before we dive in here's a link to my calendar if you'd like to discuss how we can help you generate more business.

In today’s edition:

• Stop Losing Leads That Should Convert

• The Most Valuable Commodity In The 21st Century

• An Epic McDonald’s Ad

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LINKS WORTH A LOOK

🗣️ Marketing News & Insights

• 4 Hallmarks of the Best Email Marketing Strategies (CMSWire)

• Email Marketing Software Market to Reach USD 3.8 Billion by 2032, Driven by Rising Demand for Personalized Customer Engagement (Global Newswire)

• Balancing the human-to-AI mix in B2B marketing (MarTech)

💼 Industry News & Insights

• Dub: The copy trading app that has teens talking (Tech Crunch)

• RIA Valuations Increased Only Moderately In 2024 (Financial Advisor)

• How To Communicate Effectively With The Four Types Of Prospects (Think Advisor)

🤔 Honorable Mentions

• Why Attention Is The Most Valuable Commodity In The 21st Century (The Atlantic)

• How To Implement A Weekend Digital Intermittent Fast (Prime Cuts Newsletter)

• Mindfully Listening to Each Other (Meaningful Money)

DEEP DIVE

Stop Losing Leads That Should Convert

You had a great call. The prospect seemed interested. Maybe they even said, “Let me think about it” or “Circle back next quarter.”

And then… nothing.

No reply. No meeting booked. Just radio silence.

This happens to everyone, but most financial service firms (banks, asset managers, fintechs, funds, and startups) are handling it all wrong. They either:

1️⃣ Follow up once or twice, then assume the deal is dead.
2️⃣ Send generic, impersonal follow-ups
3️⃣ Think “if they were interested, they’d reach out,” and let the lead slip away.

The reality? 80% of deals take 5+ follow-ups to close, yet most businesses stop after two.

Here’s how to fix that—without being pushy or annoying.

The ‘Momentum-Based’ Follow-Up Strategy

Instead of chasing leads with “Just checking in” emails, you need a system that:

✅ Feels natural (not robotic or salesy).
✅ Keeps you top of mind without being intrusive.
✅ Increases urgency so the lead moves forward faster.

This is called the Momentum-Based Follow-Up Framework. It’s a 5-step process that will revive ghosted leads, nurture hesitant prospects, and close deals more effectively.

Step 1: The ‘Quick Win’ Follow-Up (24-48 Hours Later)

Timing: Within 1–2 days of your first call.

This email should be short, valuable, and reinforce key takeaways.

Example:
“Hey [First Name], great talking yesterday. Based on our chat, I wanted to pass along [resource]—it’s helped other [financial firms like theirs] improve [specific pain point]. Let me know your thoughts.”

Why It Works:

• Reminds them of the conversation while it’s fresh.

• Provides immediate value (instead of just “checking in”).

• Keeps the dialogue warm and ongoing.

Step 2: The Social Proof Follow-Up (1 Week Later)

If they haven’t replied, now’s the time to increase trust. Share a case study, testimonial, or client success story that proves you can solve their problem.

Example:
“Hey [First Name], I know [pain point] is a big priority for your team. We recently helped [similar company] achieve [impressive result] using [your service]. Here’s a quick breakdown:

[One-sentence case study]

Let’s chat if this sounds like something you’d want to explore.”

Why It Works:

• People trust results over promises.

• Creates FOMO (fear of missing out) if competitors are solving the same problem.

• Provides an easy, low-pressure way for them to re-engage.

Step 3: The Authority Follow-Up (2 Weeks Later)

At this stage, you need to establish credibility and remind them why you’re the go-to expert. Send them:

✅ A LinkedIn post or blog you wrote.
✅ A feature in a reputable industry publication.
✅ A webinar, podcast, or video where you shared insights.

Example:
“Hey [First Name], I recently wrote a piece on [topic] that I think applies to what we discussed. You can check it out here: [link]. Would love to hear your thoughts.”

Why It Works:

• Positions you as a leader in the space.

• Gives them a reason to engage without a sales pitch.

Step 4: The ‘Urgency Builder’ (1 Month Later)

If they still haven’t responded, it’s time to create urgency—without being pushy. The best way? A limited-time opportunity.

This could be:

• A special offer or incentive.

• A deadline for onboarding before a busy season.

• A trend that’s affecting their industry right now.

Example:

“Hey [First Name], quick heads-up—our team is locking in client slots for Q2, and I wanted to see if you’d like to secure one before they fill up. Let me know, happy to chat.”

Why It Works:

• Creates urgency without pressure.

• Reminds them that inaction has consequences.

• Moves them from ‘thinking about it’ to making a decision.

Step 5: The ‘Breakup Email’ (Final Follow-Up)

If they haven’t responded after multiple touchpoints, send a friendly ‘breakup’ email.

Example:

“Hey [First Name], I haven’t heard back, so I’ll assume this isn’t a priority right now. No worries—if things change, feel free to reach out. Wishing you the best!”

Why It Works:

• Creates psychological closure (people hate being ‘cut off’).

• Gives them a final chance to reply.

• Leaves the door open for future conversations.

Final Takeaway: Lead Nurturing = More Deals Closed

Most firms give up on leads way too soon. They’re not uninterested—they’re just busy. A strategic, value-driven follow-up process keeps your firm top of mind and moves prospects toward a decision.

Want us to build your entire lead nurture system so you never lose another warm lead? 👉 Let’s talk.

AD SPOTLIGHT: McDonald's