Mastering the follow-up: The Goldilocks rule of outreach

In financial advice, timing can make or break client relationships.
Ever sent a follow-up and thought, “Was that too soon?” Or waited so long you wondered if they’d forgotten you existed? It’s a common challenge—and one that can lead to lost opportunities if you don’t get it right.
The truth is, follow-ups aren’t just about staying on someone’s radar, they’re about building trust. And when you get the timing wrong, you risk looking pushy or disengaged.
That’s where the Goldilocks Rule comes in. It’s all about finding that “just right” moment for your outreach, neither too soon nor too late. Backed by psychology and real-world data, this principle helps you balance timing, tone, and personalisation to create follow-ups that work, not annoy.
Let’s break it down.
Timing: When is ‘just right’?
Timing is everything. Too soon, and you risk coming across as pushy. Too late, and your prospect might forget about you altogether.
For financial advisors, this balance is even more critical. Your prospects are making life-changing decisions about their financial futures, they need to feel confident, not pressured.
Here’s how to get it right:
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First Follow-Up (2–3 days after initial contact): A gentle reminder that keeps you top of mind without being intrusive.
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Second Follow-Up (5–7 days later): Share a resource or insight that adds value.
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Ongoing Follow-Ups (10–14 days apart): Space them out to stay consistent without overwhelming.
And here’s why persistence pays off:
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80% of sales require 5-12 follow-ups, yet nearly half of salespeople stop after just one.
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21% of responses come from the second follow-up, and 18% from the third. Giving up early could mean missing out on real opportunities.
Pro tip: If a prospect doesn’t respond right away, consider quarterly check-ins. Timing is everything, and what wasn’t relevant last month might be a priority today.
Tone: Helpful beats pushy every time.
Your tone sets the stage for how your follow-ups are received. If your message feels like a demand, it’s likely to be ignored.
Instead, focus on being genuinely helpful. Replace:
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“Just checking if you’ve had time to review my last email.”
With:
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“Hi [Name], I came across this [article/resource] about [specific topic] and thought it might be useful as you consider [specific challenge]. Let me know if you’d like to discuss!”
The key is to show that you’re invested in helping them, not just selling to them.
Personalisation: The secret to standing out.
In a world of templated emails and generic outreach, personalisation is your competitive edge. Prospects are more likely to engage when they feel your message was crafted specifically for them.
Here’s how to personalise effectively:
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Reference their context:
“Hi [Name], I noticed you specialise in [specific niche]. I’d love to share how we’ve helped other [description of person i.e. ‘professionals’ in [similar niche] overcome [specific challenge].” -
Share relevant success stories:
“Hi [Name], many [description of human]’s in [their industry] are focused on [specific challenge] right now. Here’s how we helped a similar client achieve [specific result].” -
Highlight shared experiences:
If you share a location, industry, or mutual connection, mention it. For example:
“As a fellow [Wellingtonian/industry professional], I thought this insight might resonate with you.”
These small touches show you’ve done your homework, building trust from the very first message.
Your follow-up strategy in action
Here’s an example sequence applying the Goldilocks Rule:
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Day 1: Initial Message
“Hi [Name], I’m [Your Name]. I noticed [specific detail] and thought it might be a good time to connect. Let me know if you’d like to chat about [specific value].” -
Day 3: First Follow-Up
“Hi [Name], I wanted to follow up on my earlier message. I came across this [resource/article] and thought it might be useful. Let me know your thoughts!” -
Day 7: Second Follow-Up
“Hi [Name], I know things get busy, but I wanted to share how we recently helped [similar client] achieve [specific result]. Would you be open to a quick call?” -
Day 21: Casual Check-In
“Hi [Name], just wanted to touch base and see if now’s a better time to connect. No rush—let me know what works for you!”
This sequence keeps your outreach proactive, patient, and packed with value.
The benefits of ‘just right’ follow-ups
By following the Goldilocks Rule, you’ll:
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Boost response rates: Well-timed, personalised messages stand out.
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Build trust: Helpful follow-ups show that you’re reliable and invested.
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Maximise ROI: Consistent, thoughtful outreach ensures no lead is wasted.
Final thoughts: Building trust, not pressure.
In financial advice, trust is everything. Mastering the follow-up isn’t about relentless persistence, it’s about showing up consistently, offering value, and respecting your prospect’s time and journey.
By applying the Goldilocks Rule, you’ll transform your follow-ups from forgettable to impactful, opening the door to stronger connections and better results.
At Blackjet Social, we help financial advisors craft outreach strategies that combine smart personalisation with powerful consistency.
Ready to refine your approach? Reach out here.