Why You Need to Change Your Email & SMS Messaging (And What to Do Instead)

Let's be honest: most follow-up messages don't work.

You send an email or text to a lead, and… nothing. Silence. You follow up again, and still nothing. After a few attempts, you give up and move on — assuming the lead just wasn't interested.

But here's the truth — it's not your leads who are the problem. It's the way you're messaging them.

The Problem: You're Sending LINEAR Messages

Dan Martell, bestselling author and business coach, introduced a concept that perfectly describes why most outreach fails. He calls them LINEAR messages: Long, Impersonal, Not Expecting A Reply.

A LINEAR message looks like this:

"Hi [Name], my name is John Smith and I'm a real estate agent with XYZ Realty. I noticed you submitted a form on our website about homes in the area. I'd love to schedule a 30-minute call to discuss your home buying needs, learn about what you're looking for, share some of our current listings, and explore how we can best serve you in your home search. Please click the link below to book a time that works for you."

Exhausting to read, right? Now imagine receiving that as a text message.

LINEAR messages fail because they feel transactional, impersonal, and require a lot of effort from the recipient. They look like a sales email within the first two seconds — and people disengage immediately.

The Solution: SPEAR Messaging

The antidote to LINEAR messaging is what Dan Martell calls SPEAR: Short, Personal, Expecting A Reply.

SPEAR messages are brief, feel like they came from a real person, and end with a question that naturally invites a response. They don't sell — they start conversations.

What a SPEAR Message Looks Like

Instead of the lengthy email above, a SPEAR message might look like this:

"Hey [Name] — still looking for a home in [City], or did you find something?"

That's 13 words. No pitch, no pressure, no fluff. Just a genuine question that requires a simple answer. And because it's easy to respond to, people actually do.

Here's another example for SMS:

"Hey [Name] — quick question. Is buying still on your radar, or should I close your file?"

The 5 Key Principles of SPEAR Messaging

1. Keep It Short

Long messages signal "sales email." Short messages signal "real person." Aim for under 5 sentences in emails, and under 2 sentences in SMS. The shorter your message, the more personal it feels — and the easier it is to reply to.

2. Make It Personal

Reference something specific about the lead — their name, location, situation, or a recent interaction. Generic messages get ignored. Personalized ones get read.

3. Expect (and Invite) a Reply

Every SPEAR message should end with a simple, easy-to-answer question. Don't make your prospect do work — a yes/no or one-word answer is all they need. The goal is a reply, not a sale.

4. Don't Sell — Serve

Reframe your outreach as service, not sales. When you come from a place of genuine curiosity and service, your messages feel completely different. Ask yourself: "Am I trying to serve this person, or close them?"

5. Create Curiosity

Leave out some details to create intrigue. A message like "I found something you might want to see — want me to send it over?" gives just enough to make someone curious enough to respond. If you include everything in one message, there's no reason to reply.

A Simple 4-Message SPEAR Sequence

Here's a complete sequence you can use for your leads — applicable to both email and SMS:

Message 1 — The First Touch

Subject: [City] — quick question

"Hey [Name] — noticed you were looking in [Area]. Still searching, or did you find something?"

Message 2 — The Value Hook (Day 3)

Subject: Before it hits the market...

"Hey [Name] — just got access to a couple of off-market listings in your area before they go public. Want the details?"

Message 3 — The Social Proof (Day 7)

Subject: Saved a client $22K last week

"Hey [Name] — helped someone in [Area] save $22K on their purchase last week. Still in the market? I can walk you through how."

Message 4 — The Break-Up (Day 14)

Subject: Should I close your file?

"Hey [Name] — haven't heard back and totally understand if the timing isn't right. Should I close your file, or is this still on your radar?"

Why This Works

SPEAR messaging works because it respects the recipient's time, feels human, and makes it easy to respond. Instead of overwhelming someone with information and a heavy call-to-action, you're simply opening a door and asking if they want to walk through it.

When someone replies — even just to say "not right now" — you've started a conversation. And conversations convert.

Start Sending SPEAR Messages Today

If your email and SMS response rates are low, the fastest fix is to make your messages shorter, more personal, and question-focused. Stop sending brochures. Start sending conversations.

At Leadengage, we help businesses automate and personalize their follow-up messaging so every lead feels like a priority. Ready to see how SPEAR messaging can transform your outreach?