There’s a world of difference between doing something and doing something exceptionally well.
Dear Copywriters, once you’re confident in your craft and your copy delivers results, outreach becomes part of the game. And then comes…
The follow-up.
Let’s be honest — it can feel like a nightmare. You know you’re supposed to do it. But something inside hesitates. You worry you’ll sound pushy.
Here’s what I’ve learned: It’s completely okay to follow up multiple times — if you do it the right way. In a way that doesn’t make you feel like you’re harassing the prospect.
And thanks to Stu Heinecke and his book Get the Meeting!, we have a smarter, more effective way to follow up — guilt-free.
Let’s decode his approach for us copywriters.
What Doesn’t Work
Why might you feel guilty following up?
Maybe it’s because your message often sounds like this:
- “Hey, did you check my sample/portfolio?”
- “Just bumping this back up to the top of your inbox.”
- “Hello, I thought of following up on that copywriting opportunity.”
- “Hi, I was wondering if your copywriter position is still open?”
- “Can you reply, please?” (Huge blunder!)
Occasionally, sending a message like this might be okay. But if all your follow-ups sound like this, it can be really hard to stand out in a crowded inbox. So, honestly, the guilt is kind of valid.
What to Do Instead
The solution is simple — Provide Value.
Wait — that doesn’t mean sending out a whole custom sample (and burning your energy in the process). There’s a better way to provide value without draining yourself.
This is where Stu Heinecke’s contact marketing approach comes in handy. Here’s a simple process to make your follow-ups worth it:
Step 1: Get to Know Your Prospect’s Business
Understand their niche, how their business works, and what opportunities or challenges they might be dealing with.
Step 2: Get to Know the Prospect
Find out about their role and personal interests as well. These can be researched easily in a matter of minutes by just scrolling through their LinkedIn profile or any other social media. Sometimes, the “About” or “Team” section on their company’s website can help you identify their interests.
Step 3: Research Phase
If you’re serious about this prospect, dive into white papers, articles, and news related to their business. You can also look into upcoming workshops, webinars, or events connected to their role or personal interests.
If you’re low on time or energy, set a Google Alert for these topics. You’ll be notified whenever something relevant comes up.
Step 4: The Follow-Up Email
Send them a link to the webinar or resource you found in Step 3, along with a note that says something as simple as “You may like this” or “This might be useful to you.”
This makes you stand out, shows thoughtfulness, and builds a connection — even if the contact doesn’t turn into a client immediately.
Because honestly — who wouldn’t want to talk about something they’re interested in?
Bonus Technique from a B2B AMA Meeting
Stu Heinecke’s main message is to personalize the connection request and to build a connection before pitching. I happened to come across a practical approach from Lisa Christoffel in one of the recent Ask Me Anything coaching sessions on personalizing the outreach.
As we all know, cold outreach through platforms like Instagram, email, and Facebook has become overwhelmingly saturated. And now might be the perfect time to bring back a classic — the old-school offline approach.
Forget endless DMs and emails — aim to get the meeting in person, if your prospects are local, that is. And no, it’s not as complicated as it sounds. Just prepare your materials the way you normally would — your resume and a few relevant portfolio samples — neatly organized in a folder. Then, drop it off physically at your prospect’s office or workspace.
It’s a bold move — and a brilliant way to stand out from the noise flooding their inbox.
Get Creative: The Final Nudge
Get the Meeting! isn’t a checklist-style book that gives you step-by-step frameworks. Instead, you get the lessons via stories for inspiration. All you have to do is adapt the basics of contact marketing and GET CREATIVE!
For an added bonus, follow Stu Heinecke on LinkedIn — he shares inspiring stories that can spark ideas for planning your next outreach.
