How Simple Systems Get You Off the Revenue Roller Coaster
Here's what I see all the time with business owners who can't figure out why their revenue is a rollercoaster:
You land a dream client.
You're pumped. The work is flowing. The creative juices are flowing harder.
You dive headfirst into the project because THIS is what you got into business for.
Six weeks later, the project wraps up...
And your calendar looks like a ghost town.
Sound familiar?
You panic. You scramble. You start posting on social media like your life depends on it. You reach out to every lead you've ever had. You tell yourself you'll "never let this happen again."
Then you land another client. The dopamine hits. And the cycle starts all over again.
Here's the thing: This isn't a leads problem. It's a systems problem.
Because those leads? They're already there. They said "I'm interested, but not right now." They liked your proposal but the timing wasn't right. They saved your Instagram post. They meant to email you back.
But without a system to stay top of mind while you're buried in client work, "not right now" just turns into "never."
And that's why your pipeline feels empty every single time a project ends. You're not keeping the warm ones warm while you're busy doing the work. So they forget about you. They hire someone else. They move on.
And you're back to square one, wondering why you can't seem to get ahead.
The Dopamine Trap
Let's be real about what's happening here.
New projects feel good. They're exciting. They're the reason you do this. The creative work, the collaboration, the "I'm making something cool" energy. That's the dopamine hit your brain craves.
Follow-up emails? Scheduling check-ins with warm leads? Nurturing your pipeline? That's boring admin work. It doesn't feel urgent. It doesn't give you the same rush.
So you skip it. And your future self pays the price.
Here's what you're telling yourself: "I'll get to it when this project is done."
But by the time the project is done, those leads are cold. They've moved on. And now you're starting from scratch instead of picking up where you left off.
I know that lead follow-up isn't sexy or dopamine heavy, but you know what is? Money. And the more signed contracts you pull in, the more money you'll have.
The Fix Isn't Complicated
(But It IS Systematic)
You don't need more leads. You need a system that keeps the warm ones warm while you're doing the work.
And no, that doesn't mean spending hours every week sending personalized follow-ups. It means having a simple, repeatable process that runs in the background. Even when you're elbow-deep in client deliverables.
Here's what that looks like:
A check-in every 2-3 weeks.
Not salesy. Not pushy. Just a "hey, still thinking about you" touch point. A valuable resource. A quick update. A "saw this and thought of you" message.
A CRM (even a simple one) that reminds you who to follow up with and when.
You're not going to remember. Your brain is full. Let the system remember for you.
Pre-written templates that don't sound like templates.
Have a handful of go-to messages you can personalize in 60 seconds. Done is better than perfect.
A content strategy that does the heavy lifting for you.
When you're consistently showing up with valuable content, people don't forget about you. Even when you're not actively selling.
That's it. Not sexy. Not complicated. But it works.
Strategic Follow-Up Turns "Maybe Later" Into Shiny New Projects
With a system in place, here's what happens:
That lead who said "let's revisit this in Q2" gets a friendly check-in in early April.
They've been seeing your posts. They remember you. They're ready now.
Instead of scrambling to find new clients, you're closing deals with people who already know, like, and trust you.
"Not right now" doesn't have to mean "never."
It just means you need a system to bridge the gap.
1. The 2-Week Touchpoint Calendar -
Block 30 minutes every other Monday. That's it. Go through your "warm leads" list and send quick check-ins. No fancy automation needed. Just you, your calendar, and a commitment to show up.
2. The "Three Buckets" Method -
Sort your leads into: Hot (ready now), Warm (interested, bad timing), Cold (went silent). Only follow up with Hot and Warm. Let Cold go. You're not a detective.
3. The Template Bank -
Write 5 to 7 follow-up templates you can customize in under a minute:
The resource share ("Saw this, thought of you")
The project update ("Just wrapped X, reminded me of your project")
The simple check-in ("Still thinking about [their project]. How's Q2 looking?")
The case study share ("Just finished something similar, want to see it?")
4. Use a Simple CRM (Even a Spreadsheet Works)
Name, last contact date, next follow-up date, project status. That's it. Set a recurring reminder to check it weekly.
Don’t think You have a Systems problem?
Ask Yourself This.
When was the last time you followed up with a warm lead?
When was the last time you reached out to someone who said "I'm interested, just not yet"?
If the answer is "I don't remember" or "I've been meaning to," you don't have a leads problem.
You have a systems problem.
And the good news? That's way easier to fix.
Want a brand and website that keeps those warm leads coming back?
Let's talk. Because the best follow-up system in the world won't help if your brand isn't memorable enough to follow up with.
