How a Clever Two-Step Strategy Doubled My Friend’s Sales in Just Weeks
Let me start with a story.
A few months ago, a friend of mine started a small online boutique. She ran ads on social media, and while she got clicks, almost none of those visitors turned into paying customers. Frustrated, she told me,
“I feel like I’m just throwing money into a black hole.”
She wasn’t wrong. Like many, she was diving headfirst into “Buy Now” ads, hoping strangers would immediately fall in love with her brand. Spoiler alert: they didn’t.
That’s when I introduced her to 2-step lead generation, and things finally started clicking.
Stop Selling, Start Connecting
The biggest mistake my friend made wasn’t running ads; it was how she approached people.
Her ads jumped straight to “Buy now!” without building any connection first. It was like proposing to someone on the first date—too much, too soon, and guaranteed to get a “no.”
She was frustrated. “Why isn’t anyone buying?” she asked. The answer was simple: people didn’t trust her yet. They weren’t skipping her ads because they hated her products. They just didn’t know enough to say yes.
This is a common mistake. Many business owners think they need more traffic, but it’s not about that. The real problem is connection. Without trust, no one buys.
Earn Trust First, Then Make the Sale
Instead of asking someone to marry you on the first date, ask them to grab a coffee first.
Here’s how it works:
Step 1: Offer Value and Nurture the Relationship
Start by giving your audience something helpful, interesting, or entertaining. This could be a free guide, checklist, webinar, or discount code—anything that solves a small problem or piques their curiosity.
Once they opt in (usually by sharing their email), your job isn’t done. Follow up with value-packed emails, tips, or even stories that resonate with their needs. Build trust first, so when it’s time to sell, they’ll be ready to listen.
Step 2: Pitch and Sell
Once the relationship is established, it’s time to make your offer. Whether it’s a product, service, or consultation, the pitch should feel like a natural next step—not a pushy sales tactic.
Here’s the beauty: you’re not pitching to strangers anymore. You’re presenting a thoughtful offer to people who already see you as the expert, which makes them much more likely to say yes.
Yep, This Can Work for Your Business Too
If you’re not seeing enough sales from your ads, then yes, this is for you.
Whether you run a service-based business, sell physical products, or offer digital courses, 2-step lead generation is a game-changer.
Here are a few examples:
For local businesses, like a landscaping company, think about offering a simple free lawn care checklist. It’s a great way to get people interested and start capturing leads before you even pitch your services.
If you run an e-commerce store, instead of just pushing product ads, try offering something like a 10% off code in exchange for an email. It’s an easy way to build your email list and give people a reason to buy.
Even for professional service providers, offering a free 15-minute consultation or something like a “5 Steps to Organize Your Workweek” guide can be a great way to attract high-quality leads. These small but thoughtful offers set the stage for a trusted relationship before any sale happens.
It’s Not About the Pitch, It’s About the Relationship
The reason this works is simple: it respects the way people make decisions.
When’s the last time you saw an ad and immediately pulled out your credit card?
People need time to trust you, especially if they’ve never heard of your brand before.
2-step lead generation gives them that time. Instead of shouting “BUY NOW,” you’re saying, “Here’s something you’ll love—no strings attached.”
How a Boutique Owner Turned Crickets Into Sales
Back to my boutique-owning friend.
I helped her create a simple ad offering a free “Style Guide for Busy Moms” in exchange for email addresses. She collected 500 emails in just a few weeks.
Then, she started sending those subscribers styling tips, outfit ideas, and eventually, product recommendations.
Her sales? They shot up. And she didn’t have to spend extra on ads—it was all about building that relationship.
Ready to Stop Wasting Money on Ads That Don’t Convert?
If you’re tired of running ads that don’t convert, 2-step lead generation might just be your missing puzzle piece.
Start small. Think about what your audience would find valuable and build from there.
Need help getting started? Let’s chat.
Talk soon,
Jovan
