“If I could just get more leads, everything would fall into place.”

This mindset is not just wrong—it’s dangerous. It leads businesses to waste time and money chasing unqualified prospects instead of nurturing the ones they already have.

The real issue many businesses face isn’t a lack of leads—it’s that they don’t maximize the leads they already generate. Instead of treating marketing like a numbers game, it’s time to shift from hunting to farming.

Here’s how to stop scrambling for leads and start building a system that converts the ones you already have.

The Problem With the “Hunting” Approach to Marketing

In my experience, most businesses are hunters—not farmers.

• They waste time chasing people who aren’t interested in their product or service.
  
  
• Their advertising reeks of desperation, forcing them to compete on price just to stay in the game.
  
  
• They operate on short-term wins instead of long-term sustainable growth.

Instead of using a solid marketing strategy, they rely on cold calls, aggressive ads, and desperate discounts to chase down new customers. 

Their marketing screams “please buy from us”—it’s full of generic slogans, flashy logos, and weak brand promises. 

If you ask them what their advertising is supposed to accomplish, most will say “to get our name out there” or “to sell more products.”

Burning through time, energy, and ad spend to close quick sales is not a strategy. It’s exhausting and unsustainable.

Marketing Like a Farmer: Build a System That Grows Over Time

Instead of desperately hunting for leads every day, the smarter, more profitable approach is to treat marketing like farming—planting seeds, nurturing relationships, and waiting for the right moment to harvest.

Farmers don’t rush out every day hoping to stumble upon food. They plant seeds, nurture them, and wait for the right time to harvest.

The same should be true for your marketing. Instead of constantly chasing new leads, you should be nurturing the ones you already have.

How to Build a Lead Nurturing System That Works

1. Capture Every Lead – Stop Letting Potential Buyers Slip Away

If someone shows even the slightest interest, they should go into your database—whether that’s through an email opt-in, a free download, or a simple contact form.

One of the best ways to capture leads without being pushy is by using lead magnets. A high-value lead magnet gives potential customers a reason to opt in, even if they’re not ready to buy yet.

2. Follow Up Relentlessly – Stay Top of Mind Until They’re Ready

Most leads don’t convert because they weren’t ready when you reached out. That doesn’t mean they won’t be ready in the future.

Yet, many businesses give up after one or two follow-ups. The reality is, it can take five, ten, or even more touchpoints before a prospect is ready to buy.

Your job isn’t to sell immediately—it’s to keep showing up with value so that when the time is right, your business is the obvious choice.

One of the most effective ways to stay visible without being annoying is through the Visible Target Technique—a strategy that keeps your business in front of potential leads in a way that feels organic rather than intrusive.

3. Make Opting In a No-Brainer – Lower the Barrier for Engagement

Most visitors aren’t ready to buy immediately, but they might be open to taking a small step toward you.

Your job is to make that step as easy as possible.

Instead of asking for a sale right away, give them something valuable in exchange for their contact information.

Some of the best ways to do this include:

• Quizzes and Scorecards – Let leads assess themselves and get instant value. ScoreApp makes this easy.  It allows you to build interactive quizzes and scorecards that collect leads while providing instant value.

• ‍Surveys & Forms – Interactive forms that capture intent and qualify leads. Tools like Typeform help you create engaging surveys and forms that re-engage potential leads and keep them in your pipeline.

• Content upgrades - Content upgrades, such as PDF guides, checklists, or toolkits, provide valuable resources that encourage leads to engage further and take the next step in your marketing funnel.

The easier you make it for them to engage, the more leads you’ll capture and nurture into paying customers.

Fewer Leads, More Focus: The Lean Marketing Approach

More leads don’t guarantee more sales—better nurturing does.

Instead of endlessly chasing new prospects, the smartest businesses focus on:

• Capturing every potential lead.
  
  
• Following up consistently to build trust.
  
  
• Making it easy for leads to stay engaged until they’re ready to buy.
  
  

This is how you move from desperation marketing to a strategic, predictable system that generates revenue without constantly chasing new leads.

Stop hunting. Start farming. And watch your business grow.

To make it even easier, we’ve put together the Lead Nurture Sequence Framework—a free worksheet that walks you through exactly how to turn cold leads into paying customers.