What if ‘Nurture First’ Is… the Worst?
You’ve been told to “nurture before you sell.”
Build the relationship. Offer value. Be patient.
But what if that well-meaning advice is quietly killing your conversions?
Let me explain.
A course creator I worked with had what looked like a solid funnel:
Lead magnet? Check.
Welcome sequence? Check.
Genuine value packed into every email? Absolutely.
But they didn’t mention their paid offer until Day 7.
Seven days of pure nurture.
No invitation.
No solution.
Just the hope that, eventually, value would lead to a sale.
And by the time the offer came?
The excitement had passed.
The momentum was gone.
And many of their leads had already signed up with someone else.
It’s something I see a lot—and I totally get it. The idea of “nurture first” comes from a good place. Quid pro quo. Reciprocity.
But what if the person was ready now?
Would they really raise their hand and demand you sell them something?
Probably not.
(I’m a Brit. From my point of view—definitely not.)
That PDF, that free course, that quiz… they didn’t get up one morning and dream of getting their hands on it.
They downloaded it because you offered it.
That itch they need scratching, that solution they’re desperate for, that opportunity they want to take advantage of—it’s still there. And they’re waiting for you to offer to help.
But that initial spark—the moment they signed up, when they were most ready for change—has fizzled out.
Or they’ve found comfort in the arms of the competition.
This is exactly the kind of thing I look for when I audit someone’s customer journey.
Often, it’s not about adding more. It’s about connecting what’s already there in a way that makes it easier for your customers to say yes.
Ready to design a customer journey that actually works?
The Doing, Thinking, Feeling Framework shows you how to connect with your audience at every stage—and turn that early interest into action.
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