Welcome Follow-Up Framework

How to use this: fill in the blanks for one real client, top to bottom. You will end up with a complete welcome plus the first follow-ups, mapped to who does what and when. Then hand the same answers to your Second Mate (the prompt at the bottom) and it writes the messages for you. Send the welcome within hours, warm and personal.

The basics — who and what

Client name

the person who just booked

Their trip, and the dates

"the Mediterranean cruise, embarks Sept 14"

Step 1 — make it easy to reach (delivery formats)

Deliver it more than one way. They are rarely at a desk when they need it. Check the formats you will provide.

Email

in their inbox

Web page

a link you keep updated

Downloadable

no internet, mid-trip, at sea

Printable

tuck it in a bag

Step 2 — how to reach you, how you reach them

Your contact channels, both directions

text / email / phone / international like WhatsApp

Your preferred method (the best door to knock on)

"text me first; I answer fastest there"

Who covers when you are away (so inbound never lands in a quiet inbox)

name the teammate, and the shared inbox / CC / distribution list that reaches them too

Step 3 — the warm follow-ups (your swipe file)

The first clipping or article to send (tailored to this trip)

cruise: what to wear, must-see ports, photo spots · foreign: visas, customs, vaccines · event: background and trivia

The book to set the scene

a novel set in the place, a captain's memoir, the history behind the event

The timing — when each touch goes out

Touch 1 · the welcome

When it sends

"within hours of booking"

Touch 2 · the first clipping

When it sends

"a week or two later"

Touch 3 · the book to set the scene

When it sends

"a month or so out, so they have time to read it"

More on stretching these touches across the whole wait is in 5.2 · Building Anticipation.

Put your Second Mate to work

Fill the framework above, then drop your answers into the [brackets] below. Your Second Mate writes the welcome and the follow-up messages for you, in your voice. (AI is your Second Mate, never a Co-Pilot.)

Write my welcome and follow-up messages

You are my Second Mate, a marketing assistant for a travel advisor. Write a warm welcome message plus a short series of follow-up notes for a client who just booked. Client: [CLIENT NAME] Trip and dates: [TRIP + DATES] I will deliver the welcome by: [DELIVERY FORMATS, e.g. email, a web page, a downloadable PDF, a printable copy] How to reach me: [CONTACT CHANNELS], and my preferred method is [PREFERRED METHOD] When I am away, [COVERING TEAMMATE] also gets anything sent to my email First clipping to share: [ARTICLE / CLIPPING] Book to set the scene: [BOOK] Timing of each touch: [TOUCH 1 TIMING], [TOUCH 2 TIMING], [TOUCH 3 TIMING] My voice: [VOICE] Write: (1) the welcome message, sent within hours, that makes them feel they chose the right advisor, names what happens next, names my contact channels and preferred method, and notes who covers when I am away; (2) a short note to send with the first clipping; (3) a short note to send with the book. Warm and personal, never an auto-receipt. Keep each message tight.

Marketing Journeys · The Tradewinds Method · Session 5.1, The Welcome. Pair this with the Your Welcome worksheet. We don't hand you a course, we build your business with you.