The Follow-Up Formula: Outreach Without Being Pushy
What You’ll Learn to Ace Outreach and Follow-Ups:
Why most sales and marketing outreach fails—and how to fix it
A proven follow-up formula to increase response rates
How to craft outreach messages that feel personal, not salesy
The right timing and strategy for effective follow-ups
How to build long-term relationships through thoughtful outreach
Forward from Andrew Edwards, Co-Founder of designACE
Early in my career, I struggled with outreach and follow-ups. I'd send a connection request, hear nothing back, and then wonder if I should follow up—or just give up entirely. When I did follow up, it either felt too aggressive or completely fell flat.
It took me a while to realize that outreach isn’t about closing a deal—it’s about starting a conversation. Once I shifted my mindset and started focusing on building relationships instead of trying to “win” the sale, my success rate skyrocketed.
At designACE, we've worked with dozens of small businesses and entrepreneurs to refine their outreach strategies. We've built a formula that makes follow-ups feel natural and engaging—without sounding pushy or desperate. And guess what? It works.
This formula has helped us build lasting relationships, increase client retention, and secure more business—without ever feeling like we’re bothering anyone. Let me show you how to keep the conversation going and make your outreach work for you.
-ACE
Co-founder, designACE
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Why Most Outreach Fails
Outreach is essential for building relationships and generating business, but most outreach efforts fall flat. According to Invesp, 80% of sales require at least five follow-ups—but 44% of salespeople give up after one.
Why?
❌ It feels like a sales pitch – Most outreach messages are too direct and self-serving.
❌ There’s no real value – If you’re not offering something helpful, why should they respond?
❌ It’s too aggressive – Pushing too hard or following up too frequently makes people defensive.
Outreach isn’t about convincing someone to work with you—it’s about building trust and creating an opportunity for a meaningful conversation. That’s where the right follow-up strategy makes all the difference.
The Follow-Up Formula for Outreach That Works
At designACE, we’ve developed a repeatable outreach strategy that increases response rates and builds genuine connections. This formula ensures that your follow-ups are thoughtful, value-driven, and effective:
1. Follow First
Before you even think about sending a message, start by getting on your prospect’s radar.
✅ Follow them on LinkedIn (or other platforms).
✅ Engage with their content thoughtfully—leave meaningful comments, not just likes.
✅ React to their updates and show genuine interest in their work.
👉 Example:
Instead of jumping into their DMs right away, start by engaging with their posts:
"Loved your insights on [topic]! I’ve seen similar trends with my clients—it’s great to see this being discussed more openly."
💡 Why This Works: Data from EmailSearch.io shows that personalized connection requests and engaging with a prospect’s content before reaching out can significantly improve acceptance rates, with the tech industry seeing acceptance rates as high as 35%.
2. Engage and Offer Value
Once you've made yourself visible, offer value without expecting anything in return.
✅ Share relevant industry insights or reports.
✅ Reference something they’ve posted or commented on.
✅ Focus on helping, not selling.
👉 Example:
"Hi [First Name], I really liked your post on [topic]. I recently came across this report on [related topic] and thought you’d find it helpful. Let me know if it sparks any ideas!"
👉 Why This Works: According to HubSpot, personalized outreach tailored to the recipient’s specific interests increases response rates. Personalized cold emails, for example, have an open rate of over 30% versus the average of 21.3%—showing that research-driven outreach gets better engagement.
3. Make the Connection
Once you’ve warmed up the relationship, it’s time to make a direct connection.
✅ Keep it short and personal.
✅ Mention how you’ve engaged with them before.
✅ Make it about them, not you.
👉 Example:
"Hi [First Name], I’ve really enjoyed your insights on [topic]. I’d love to connect and hear more about your approach to [specific interest]."
4. Send a Thoughtful Follow-Up
If they don’t respond to your initial message, follow up within 3–5 business days with a value-focused message.
✅ Reference your previous message.
✅ Offer additional insights or ask a thoughtful question.
✅ Keep it low-pressure.
👉 Example:
"Hi [First Name], I wanted to follow up on my last message. No pressure—just wanted to share this article I found on [topic]. Thought it might help with [challenge]."
💡 Why This Works: According to Invesp, 60% of customers say "no" four times before saying "yes." Yet, 44% of salespeople give up after just one follow-up. Consistent and value-driven follow-ups help build trust and increase the chances of eventually closing the deal.
5. Share How You Can Help
Once they engage with you, it's time to introduce how you can help.
✅ Focus on their challenges and goals.
✅ Position yourself as a resource, not a salesperson.
✅ Make it easy for them to say yes.
👉 Example:
"I’ve worked with other small businesses on improving outreach and saw great results. If you’re open to it, I’d love to share some ideas that might work for you."
💡 Why This Works: Offering to help based on their needs feels genuine and reduces sales resistance.
6. Book a Deep Discovery Call
If they’re receptive, suggest a deeper conversation to explore how you can work together.
✅ Keep it low-pressure.
✅ Frame it as a collaborative conversation, not a sales pitch.
✅ Ask thoughtful questions about their goals and challenges.
👉 Example:
"Would you be open to a quick call to brainstorm some ideas? No pressure—just curious to see if there’s a fit."
7. Nurture the Relationship
If they don’t immediately respond or aren’t ready to move forward, keep nurturing the relationship.
✅ Keep engaging with their content.
✅ Share helpful insights periodically.
✅ Stay on their radar without being intrusive.
👉 Example:
"Hey [First Name], I came across this new report on [topic] and thought of you. Let me know if you’d like to chat about it!"
💡 Why This Works: Consistent, non-salesy engagement keeps you top of mind without feeling like pressure.
What NOT to Do When Following Up
🚫 Don’t Follow Up Too Quickly – Following up within 24 hours can feel desperate.
🚫 Avoid “Just Checking In” Messages – They add no value and can feel like pressure.
🚫 Don’t Follow Up Indefinitely – If you’ve followed up 3–4 times without a response, step back and refocus on nurturing the relationship.
Final Thoughts: Make Outreach About Building Relationships
Successful outreach isn’t about how many times you follow up—it’s about how valuable and genuine you make the conversation. When you shift your focus from selling to helping, you’ll find that people are more open to connecting—and business opportunities will follow naturally.
💡 Want to sharpen your outreach strategy?
If you need help crafting outreach messages that convert, our team at designACE is here to help.
👉 Book Your Free Outreach Consultation and let’s create a strategy that feels natural—and works.
