Five rules from my coaching: follow-up is the trigger and value is the act, never do nothing, focus on the feeling, invest by priority, extend your personal monopoly.
The idea
The best way to grow a business is to invest in relationships, and the best way to invest in relationships is to add value to them, repeatedly. In my coaching we taught it as five fundamentals under one banner: "Meaningful, Relevant, Authentic." Each one has its own card; this is the overview.
How to do it
A follow-up is the trigger, adding value is what you do. The reminder tells you when. The message should leave them better off.
The least value you can add is doing nothing at all. Don't do that. Fear keeps most people from doing anything, which is great news for you.
Focus on the feeling you can deliver. Ask what you want them to feel and how you want them to see you. (Then ask whether your logo belongs on it.)
The higher the priority, the more you can invest. They're likely to matter more over a longer stretch. The fewer A's you have, the more each one gets.
Extend your personal monopoly. Lean on what only you bring: your competence, curiosity and character.
To keep it going, make it easy: batch it, pre-buy gifts, share things you're already doing, mine your gratitude list, and block time for it. Pick the forms of value you enjoy, because those are the ones you'll actually repeat.
Example
A line we heard in my coaching multiple times a week: "I've gotten 5 or 6 referrals from ___ just in the past couple of weeks." What had that person done? Sent a one-line text saying they were thinking of them, hoped all was well, and there was no need to respond.
Watch out for
Don't use the list as a reason to wait until you have something perfect. "Thinking of you" is valuable enough.
Sources
From Zvi's coaching program
Related frameworks
Add Value, Don't Just Follow Up: Nobody wants to be followed up with. Treat the follow-up as your cue, and make the touch leave the other person better off.
The Pre-Send Checklist: Before you send, ask what you want them to feel, whether you need a reply, how you'd react getting it, and whether you'd be proud passing them in the hall.
Match Investment to Tier: Every touch costs different time and money, so spend dinners and gifts on your top tier and lighter touches on larger groups.
Personal Monopoly: Find where your competence, curiosity and character overlap, and be the only person who brings that combination.