64 \\ Why Your Small Business Marketing Fails Without a Lead Generation Tracker and Follow-Up Strategy

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People are not ignoring you.
They are just like the scenario

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I painted in the beginning of
this episode. They're just busy.

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They are being inundated. They
saw your message between the

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school pickups, the meetings,
the laundry, the notifications

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and the mental overload that we
all know in this 21st Century,

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and then it disappeared into the
scroll. So silence is not

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rejection. Silence is usually
just simply distraction.

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Coyote showing up online,
posting your heart out and still

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hearing crickets. Are you doing
all the right things, but

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wondering why your content isn't
converting, your DMS are dry and

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your audience isn't buying.
You're not alone, and this

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podcast is exactly for you.
Welcome to Social Media

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Marketing for Small Businesses,
where strategy meets soul and

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connection. Well, that's the
secret sauce. Hi. I'm Cheyenne

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Clayman, a wife, proud mama of
three, former actress and

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fitness trainer turned serial
entrepreneur and online

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relationship expert. Over the
last decade, I've built my own

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brands, helped dozens of others
grow theirs, and discovered one

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powerful truth, connection is
the real currency if you're a

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service based business or high
ticket brand that wants more

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leads, trust and sales from
social media without the burnout

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or fake hype, you're in the
right place. Each week, I'm

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bringing you short, powerful and
packed episodes that feel like a

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coffee date with a best friend
and biz coach all in one. Let's

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turn your followers into clients
and content into connection.

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This is social media marketing
for small businesses, and it's

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about to change how you show up
online. Let's dive in, boss. I'm

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going to start today's episode
off with a moment I know you've

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experienced. Okay, you're on
Instagram, you see someone reply

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to your story, maybe they say
something like, wow, this is

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exactly what I needed, or I've
been struggling with this too,

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or maybe just a simple, like, I
don't know, fire emoji, or me

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too. You reply back. They reply
again. There's connection,

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there's energy, there's
interest. And you think, okay,

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all right, like, this could
actually lead somewhere. And

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then life happens, right? You
get pulled into other client

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work. Your kids need you. Emails
pile up. Dinner needs to be

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made, and let's not even talk
about all the other billion

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notifications I'm sure you're
getting on your phone. And then

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days pass and you suddenly
realize, Oh crap, I never

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followed up. You scroll back
through your DMS and think, oh

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no, man, I forgot about her. And
here's the part nobody talks

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about. It's not that you didn't
care, it's not that you didn't

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want to follow up, right? It's
not that you're bad at sales.

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It's that you just don't have a
system. You just don't have one

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yet, right? So that's why you
clicked on this episode today,

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right? This is a story you can
relate to, because you've been

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there many, many times over. So
today, we're going to talk about

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why follow up feels so
emotionally heavy, right? Kind

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of getting behind it all the
why? But then we're going to

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transition to how AI can support
consistency without killing

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authenticity, and ultimately,
how to help you build a

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conversation based system that
feels human and not body or

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spammy. So if you're ready to
roll your sleeves up and create

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a system that's specifically
tailored and aligned to you and

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your business, grab that pen,
open up the notes on your phone,

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and let's do this. So let's be
honest, most business owners

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don't hate marketing, right?
They don't hate necessarily,

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putting their idea out there.
It's the follow up that they

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hate, right? And why is that?
Well, it's because follow up

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often feels like this weird,
emotional line that you're

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scared to cross. You don't want
to sound desperate, you don't

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want to be pushy, right? You
don't want to annoy people, and

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you definitely don't want to
feel like you're selling. So

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instead of following up. You
wait. You tell yourself, if they

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really wanted it, they'd reach
out again, right? But here's the

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truth, people are not ignoring
you. They are just like the

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scenario I painted in the
beginning of this episode.

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They're just busy. They are
being inundated. They saw your

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message between the school
pickups, the meetings, the

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laundry, the notifications and
the mental overload that we all

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know in this 21st Century, and
then it disappeared into the

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scroll. So silence is not
rejection. Silence is usually

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just simply distraction. Now,
how do I know this? I'm speaking

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from real, radical experience. I
remember a moment early in my

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business that completely changed
how I saw follow up. I had been

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talking to a potential client
for weeks. I mean, we were

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practically besties at this
point. She had liked my post.

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She had replied to my story. She
had told me she was interested.

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I mean, I knew all her kids
names at this point, and then

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she got caught. Quiet. I assumed
she wasn't serious. You know, I

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assumed I had just misread the
really warm signals so I didn't

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follow up. Months later, she
messaged me and said, Hey, I

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thought you weren't offering
that anymore. I never heard from

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you again. So wait a second, I
thought she ghosted me, or

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again, she just wasn't
interested. And here she thought

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I ghosted her. That moment hit
me so hard. She didn't feel

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pressured. She felt forgotten.
She felt the complete opposite

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of what I wanted her to feel.
And that's when I realized

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follow up is not about pushing
people, it's actually about

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holding space for them,
especially when it's done,

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right? So why does consistency
beat charisma? And I have to

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tell you, I'm a big fan of
charisma. I like to think that I

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have charisma, and maybe, if
you're listening to this

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podcast, maybe you'll see what I
mean there. But this is the

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thing that where charisma can
get in the way of connection,

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and this is the thing that, like
nobody tells you, right? The

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most successful businesses are
not run by the most charismatic

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people. I think that's what we
think, right, especially when

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it's easy to see a big, bold,
charismatic person behind a

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brand, but they are actually run
again. The successful businesses

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are run by the most consistent
people, and people don't buy

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from the person with the
fanciest DM or the most like

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wooing, kind of a beautiful
dialog between the two of them.

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They buy from the people who
shows up, who is steady, right?

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This is the same in
relationships. Anybody can give

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a lot of compliments and woo
you, but who is that person

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that's steadfast that makes you
feel seen long term over time.

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So consistency in relationships,
but especially in business

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relationships, it communicates
safety. So when you follow up

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with someone, you're actually
saying to them, Hey, I remember

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you. You matter. I'm still here.
This wasn't just a moment that

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builds trust, and trust is the
foundation of each and every

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sale, especially if you're in a
service based business. Hey,

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have you ever wanted to start a
podcast, or perhaps you have

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one, and you'd like to see it
start growing? Well, you got to

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check out Juliana Barbati and
her team, they have got you

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covered, head to toe. I mean it.
They handle the entire process,

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everything from building episode
funnels to production and

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marketing, so you can just focus
on reaching your audience and

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enjoying what you do. How do I
know they work for this very

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podcast? Go ahead and visit
Juliana barbati.com and let them

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know I sent you. Go ahead and
check out the show notes below.

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Let's talk about the elephant in
the room. Shall we? It's 2026

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and AI is not going anywhere.
Okay, so let's talk about it

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realistically. Now, AI should
never, ever replace your voice,

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I can promise you, right now
it's never going to replace my

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voice. This is actually me with
all my inflections, all my

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shortcomings and all my or,
yeah, maybe accidental, like

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wrong verbiage use. Usage is me
talking to you right now through

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the microphone, but AI can
remove the friction that stops

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you from being consistent. For
example, AI can help you do a

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couple of really amazing things
in your business that will help

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save time, something like
summarizing past conversations,

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draft gentle follow up messages.
I do emphasize the drafting,

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remind you who you last talked
to, and organizing your thoughts

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before replying. But here is the
key, AI should never decide when

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or why you follow up that's
human, that's your intuition. Ai

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supports structure, but you need
to bring the discernment to it,

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because follow up true, genuine,
real, raw, follow up that

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focuses on connection is not a
script. It's a relationship.

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People will sniff you out if you
try to copy and paste scripts

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into the DMS. When that first
came out, it was super efficient

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because it was new, right?
People couldn't imagine that a

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bot that AI could just do that.
Now, when it comes off as being

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too ai e, not sure even sure how
you'd write that, but people

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sniff it out and it feels dis
genuine. So most people think

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their follow up. Problem is
discipline, right? Like, maybe

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that's what you've told
yourself. The real problem is

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discipline is I'm lazy, but it's
not. It's really cognitive

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overload. And I can say this as
a mom of three, right? It's like

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that constant fatigue you feel
from so much going on, where

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everything is living in your
head. I mean, on an average day,

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you're trying to remember who
you talk to, what they said,

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what they were struggling with,
and when you last replied, not

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to mention all the details that
come with each and every one of

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those questions, your brain
becomes the ultimate CRM, but

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your brain is tired, and that's
why conversations ultimately

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fall. The cracks, not because
you don't care, not because

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you're lazy, because your system
is invisible. It's all living in

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this very small space in your
brain. So what can we do to help

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you change that? Right? What is
a human follow up system that

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works consistently over time?
Well, I like to emphasize and

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say that it's more about a
conversation based system. And

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what does that mean? What does
it look like? Well, a

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conversation based system does
three things really well. First,

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it captures conversation, so you
can dump the things that are

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going on inside your head,
right? Nothing has to actually

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live there. Second, it creates
gentle reminders, right, not

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pressure, like you have to
follow up with this person now,

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now, but it's more about an
awareness, like, Hey, you

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haven't talked with this person
a while. Let's touch base. And

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third, it gives you context, so
your follow up feels personal

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and not robotic, and so that
lead feels like you actually see

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them and know them. Instead of
saying hey, just checking in,

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right? Maybe that's something
you've used before, very

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friendly but still very
impersonal, you can say

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something like, Hey, I remember
you mentioned struggling with

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blank. Fill in the blank, for
instance, for someone that would

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follow me and that I'm trying to
help with their social media

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marketing. I could say something
like, Hey, I remember you

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mentioned struggling with
keeping track of your leads.

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How's that been going? That's
not salesy, that's relational,

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and that's how your relationship
will build, and that's what

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converts Now, ultimately, I've
been talking so much and

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painting maybe this pain story
that you feel exactly stuck in,

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okay? And this is exactly why I
created what I call very

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basically the lead generation
tracker. It's not a sales tool,

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but it's more of like a sanity
tool. It helps you track

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conversations all in one place.
It helps you remember who you

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talk to, see who you might need
to follow up. And basically,

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best part is it removes the
mental load from your brain so

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you're not guessing anymore, and
you're also not forgetting.

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You're not starting from scratch
every single time. So that's my

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gift to you. You can download
the lead generation tracker for

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free in the show notes below.
But before we end this chat

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today, before I land this plane,
here's what I really want you to

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understand. Follow Up is not
about closing deals, right? That

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might be what ultimately
happens. But true, real,

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genuine, follow up is about
continuity. When you don't

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follow up, your business feels
chaotic, and, to be honest,

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quite impersonal. When you do,
your business feels grounded,

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right? And grounded businesses
grow because people don't want

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pressure. They want presence.
They want to feel like you

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actually see them. They want to
feel like they matter beyond the

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algorithms. And when you show up
consistently, even gently, even

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a little small nudge, you become
someone they trust, and you

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stand out amongst your
competition. And if you're

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listening right now, girl, okay,
I don't just want a tracker. I

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want a real system. I am done
with the overwhelm. Well, that's

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exactly what we build inside my
brand new signature course

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called conversations that
convert. Inside the course, I

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teach you how to design a
conversation based sales system

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that's tailored to you. I help
you follow up without

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awkwardness or scripts move from
DM to client naturally and scale

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connection without losing your
humanity. AI can support your

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workflow. I am all for it, and
that's what I do. But

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conversation is the system, and
you can join conversations that

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convert using the link in the
show notes below. Here we go,

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guys, we are landing this plane,
pulling into the hangar, and I

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want to leave you with this. You
are not bad at follow up. You're

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just operating without support
currently. And you don't need to

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00:13:49,960 --> 00:13:52,900
become pushier. I promise you
that you need to just become

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more intentional. So make sure
you grab that lead generation

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00:13:56,680 --> 00:14:01,140
tracker and remind yourself that
you don't need to choose between

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automation or authenticity, both
can exist. You can have both

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when systems serve connection
instead of replacing it. That's

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where the true win is there. I
just want to thank each and

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every one of you for being here
on this episode of Social Media

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Marketing for Small Businesses.
If this one knocked your socks

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00:14:19,500 --> 00:14:22,880
off and you really, truly loved
it. Please go ahead and send it

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00:14:22,880 --> 00:14:25,220
to a fellow business owner that
you know, that you feel will

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00:14:25,220 --> 00:14:28,160
really be blessed by it. And
also, just shoot me a quick

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00:14:28,160 --> 00:14:31,640
review on Apple podcasts, it
helps boost the podcast up, and

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00:14:31,640 --> 00:14:34,640
it really lets me know what
episodes land well, so I can

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keep producing content that is
going to help you move your

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business forward. I look forward
already to the next episode of

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Social Media Marketing for Small
Businesses. I'll see you guys

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over there.

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All right, my friend, that's it
for today. Well, let me leave

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00:14:54,580 --> 00:14:58,120
you with this. If your content
is not converting, it's not your

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00:14:58,120 --> 00:15:01,620
fault. Chances are you. Been
taught to prioritize the

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00:15:01,620 --> 00:15:05,880
algorithm instead of the actual
humans reading your words and

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00:15:05,880 --> 00:15:10,500
that that ends right here. Go
ahead and grab my free guide.

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00:15:10,560 --> 00:15:14,220
Five quiet reasons your content
isn't converting and what to do

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00:15:14,220 --> 00:15:18,480
instead. It's packed with real
talk, practical shifts and

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00:15:18,480 --> 00:15:23,060
quick, immediate wins. Link is
in the show notes below. And if

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00:15:23,060 --> 00:15:26,120
you're ready to stop guessing
and start connecting with ideal

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00:15:26,120 --> 00:15:30,020
clients who actually buy from
you, book a free connection call

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00:15:30,020 --> 00:15:33,380
with our team at Kuleana
Connect. We don't do content. We

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00:15:33,380 --> 00:15:37,040
do connection that converts
because at the end of the day,

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it's not about going viral, it's
about being valuable. Thanks for

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00:15:41,020 --> 00:15:44,140
hanging out with me again. I'm
Cheyanne Cleyman and I'll see

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00:15:44,140 --> 00:15:47,020
you on next week's episode. See
you later. Boss, you.