Remember that plan of attack I promised you last week? The one about converting your open leads into consults? Let’s get into it (it's simpler than you might think).

Growing up on a ranch in East Texas, we raised a number of farm animals, including chickens. And I remember when my mom would come back from the feed store with a new batch of fertile, chicken-hatching eggs. They’d go right into the egg incubator in the garage.

And 3 weeks later, we’d watch in awe as the fuzzy yellow chicks started to emerge from their shells. The incubator did its job.

Now, there’s another kind of “incubator” in the business world. Business Incubators are where startups go to get the resources and guidance they need to actually survive and thrive. They don't just sit there passively hoping things work out. Business Incubators accelerate a start-up's growth so they can achieve their desired level of success.

And that’s exactly what we want to do with your open leads. We want to incubate them.

So how do you actually create this effect?

Incubator Emails.

"Emails, Troy?" I know that may sound almost too simple. But hear me out, because email is the perfect medium for this process. Let me count the ways weekly Incubator Emails do the heavy lifting for you...

1. It scales like crazy. Your scheduling team is already slammed. They can't personally call every non-converted lead every week. But email? Send it once, and it reaches hundreds or thousands of people without adding a single minute to your team's workload.

2. Automation means it happens whether you remember or not. Set it up right, and these incubator emails go out every single week like clockwork. No forgetting. No "we'll get to it next month." It just runs.

3. You stay top of mind without being annoying. "Do you wanna book? Do you wanna book? Are you ready to book?" Constantly chasing leads and begging for business can feel like a chicken pecking on your prospects' foreheads. Not attractive, definitely annoying.

But a helpful, entertaining email that shows up in your prospects inbox every week? That keeps you front and center when they're finally ready to book… without feeling like you're begging or being pushy to try to get their business.

4. You can teach without being salesy. By far the #1 concern teams have when they jump into one of our coaching programs - "I don't want to be salesy, Troy!"

Yeah, I don't want you to be either! Which is why we teach teams our unique process of sales that is rooted in education and leadership, NOT being pushy or convincing. We do the same thing with Incubator Emails.

Patients need to be taught / coached how to make decisions. A proper series of Incubator Emails educates prospects on how to make a smart buying decision, what questions to ask, what really matters in choosing a surgeon. You're building authority while they're just enjoying a good read.

5. You build trust over time. Not EVERYONE is ready to buy today. Trust typically isn't built in one conversation. It's built through consistent, valuable touch points that prove you actually care about helping them make the right choice. Which is what Incubator Emails do.

I can attest to the effectiveness of this approach because I can personally trace multiple 7 figures in revenue back to my email list, sending Incubator Emails in a specific way. Not promotional blasts. Not boring newsletters. Just consistent, valuable emails that moved people closer to buying over time.

This week, we're going to dive into how to write killer incubator emails for your practice. We're not talking about generic templates or ChatGPT garbage. They're carefully crafted, story-based emails that people actually want to read while secretly teaching them how to become your ideal patient.

Talk soon,

Troy "Incubator" Cole