First, let give a hat type to my friend and colleague, Nate Tutas. Nate puts out a daily email called Reflections, which I often find myself reflecting. This post is the result of Nate causing me to think different. You can learn more about Nate here.
Automation. It’s one of the most enticing promises in business today. Imagine a world where everything works seamlessly—without your constant input:
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Prospects raise their hands automatically.
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Appointments get scheduled without your involvement.
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Sales close themselves.
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Clients eagerly refer others without being prompted.
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And those same clients ascend into higher-value offerings like clockwork.
Sounds like a dream, doesn’t it? But let’s pause for a reality check. Automation is powerful. But, it is not the "set it and forget it" fantasy many business owners imagine. If you’re chasing that dream, you’re setting yourself up for disappointment.
Here’s the truth: automation doesn’t run itself. Behind every seamless process is a human being who built it, optimized it, and maintains it. And that’s the part too many business leaders and sales managers forget.
Automation isn't impossible. But, it's unlikely without three key elements. Let’s break it down.
Reason 1: You Don’t See The Gaps In Your Process
The first challenge is understanding your business processes. You can't automate something well if you don't fully understand it. More importantly, you need to know where it's broken.
Most businesses have hidden inefficiencies and bottlenecks that go unnoticed. When you’re in the trenches of daily operations, it’s nearly impossible to see these gaps clearly.
For example, have you ever wondered why leads drop off halfway through your pipeline? Or why certain prospects seem eager at first but never convert? Often, these issues aren’t obvious until someone takes a closer look.
When I work with clients, one of the first things I do is audit their sales and marketing processes. Time and again, I see huge opportunities slipping away. The business owner or sales manager had no idea they were losing them.
Here’s the hard truth: automation doesn’t fix broken processes. It amplifies them. If your system has flaws, automating it will make them more visible and costly.
The solution? Take a step back. First, map out your processes and find the weak points. Then, think about automation.
Reason 2: You’re Missing The Skill Of Persuasion
Automation relies on marketing. At its core, marketing is about persuasion. If your emails, landing pages, and ads suck, they won't connect with your audience. Automating a bunch of weak copy isn't going to help.
Here’s a simple but revealing question. How would you change your messaging based on your customer's awareness level?
If you’re unsure what that even means, you’ve identified one of the reasons your automation might not be working. Effective marketing meets prospects exactly where they are in their buyer’s journey.
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Are they just becoming aware of the problem you solve?
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Are they actively comparing solutions but unsure which one to choose?
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Are they ready to buy but have lingering objections?
Each stage requires a different approach. Even the best automation tools won’t deliver results without understanding these nuances.
The good news? Persuasive copywriting is a skill you can learn. It takes time, practice, and a will to study proven frameworks. But, it's a high ROI investment. Once you master it, your marketing efforts will feel effortless—even if they’re not.
We offer a facilitation called the Sifter Message that provides the structure. The facilitation is painless and solves the problem. The sales message and the marketing message become aligned with your Vision.
Reason 3: You’re Unwilling To Put In The Work
Here’s the part most people don’t want to hear: automation doesn’t work without effort. Yes, the tools are powerful, but they aren’t a substitute for strategy and preparation.
Use automation and marketing to do the hard work before a prospect talks to your sales team. That's the key. Your systems should:
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Warm-up leads before the first conversation.
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Address objections in advance.
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Educate prospects about the value of your solution.
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Move people along the buying journey seamlessly.
But here’s the catch: building a system like that takes time and effort. It requires you to:
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Think different. Think deeply and understand your target audience and their pain points.
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Write messaging that resonates at every touchpoint.
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Test and refine your automation workflows until they work like a well-oiled machine.
This isn’t a quick fix. It’s a process. But the results are worth it.
Where Do You Go From Here?
Are you frustrated with your automation efforts? Maybe you haven't started because it feels overwhelming; take a step back and refocus.
Here’s what you need to do:
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Identify the Gaps: Audit your current processes. Where are you losing leads, wasting time, or missing opportunities? Fix those issues first.
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Learn the Art of Persuasion: Automation is only as effective as the messaging it delivers. If your copy isn’t converting, no tool will save you.
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Commit to the Work: Building an automated system isn’t a one-and-done project. It requires ongoing effort, testing, and optimization.
To build a business that runs well and scales, use a human-driven approach to automation. The tools can do amazing things. But, they'll never replace your strategic insight, creativity, and effort.
Your Next Step
Want to learn more about being more persuasive with your sales and marketing copy? You can grab a free copy of the Sifter Message eBook here.
You can also subscribe to my podcast, Sales and Cigars. Or, subscribe to my weekly email, Sales Velocity. I share lessons and tips from years of experience in sales and business leadership.
Don't forget about Nate Tutas. He is amazing at sales and marketing.
