Finally stop overthinking what to say and when. This free guide helps you write clear, consistent emails that sound like you — and build trust without burnout.
A podcast where you join me (Colie) as I chat about what it takes to grow a sustainable + profitable business.
CRM Guru, Family Filmmaker, and Host of the Business-First Creatives podcast. I help creative service providers grow and streamline their businesses using Dubsado, Honeybook, and Airtable.
Way back in episode 23 of the podcast, I shared the four core workflows I believed every creative business needed inside their CRM. And honestly? That episode still holds up.
But I’m not in the business of duct-taping old advice when the landscape has changed — and two big things have changed.
First, I’ve made a shift in how I talk about client experience. I’m no longer just focused on what’s automated. I’m zooming in on what’s actually being said inside your workflows. Because the communication is the experience.
And second? HoneyBook finally showed up to the party.
Their new Automations 2.0 features give it a real seat at the grownups table — which means this isn’t just a Dubsado episode anymore.
Whether you’re in HoneyBook or Dubsado, you need to build these five CRM workflows for creatives — and you need to fill them with strategic communication that builds trust every step of the way.
Let’s get into it.
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Hey y’all. Welcome back to Business First Creatives. So listen, way back in episode 23 of this podcast, I shared the four core workflows I believed every creative business needed inside their CRM. And honestly, that episode still holds up. But you know, I love a good glow up and rather than doing a replay as I’ve done in recent weeks, I am rerecording this episode because two big things have changed since then.
First, I’ve made a shift in how I talk about client experience. I’m no longer just focused on what’s automated. I’m zooming in on what’s actually being said inside your workflows, because the communication is the experience. And second HoneyBook came to play their new automations 2.0 features. Finally give it a seat at the grownups table.
So this isn’t just an update for Dubsado users anymore. Whether you’re in HoneyBook or Dubsado, you need to build these five workflows inside your CRM and you need to fill them with client communication that builds trust every step of the way. Okay, let’s dive into the five. So the first is your inquiry workflow, and this is how you start strong.
This kicks off the moment someone fills out your contact form, your scheduler or your lead capture. The goal hasn’t changed. Acknowledge their interest. Pre-qualify your leads and set expectations clearly, and the most important piece. My favorite, the automated lead response email. Yes, it should. Thank them.
Yes, it should give them something else to do while they wait for you to give them a personalized response. Think a blog post, a pricing guide, or a portfolio sample. Yes, it should make crystal clear what happens next. Now, here’s where your CRM actually matters. If someone selects a branding session or family photography on your contact form, you can automatically assign an automation specific to that offer so that the automated lead response email and every other email that comes after is customized for the offer that they are inquiring about.
That means you’re sending the right email to the right lead. No manual filtering required. This isn’t about impressing someone with your CRM, it’s about delivering a seamless confidence building experience from the very first click. But let’s be honest, if your client’s first impression is a vague thanks, I’ll be in touch in 24 hours.
That’s a vibe killer y’all. Okay, workflow number two is the booking workflow. This is when you seal the deal and this one starts when you are ready to make an offer. Now, I don’t care if you are sending pricing immediately or if you’re hopping on a call first. What matters is that you are using a proposal or a booking smart file to give them a five minute booking process.
It needs to be that they can accept your offer, sign your contract, and pay your invoice in less than five minutes. Now, what also matters in this particular workflow is that your CRM or you are following up, not just once, not just with the, Hey, let me know if you have any questions, but with actual guidance and thoughtful nudges that move the lead towards a yes.
I recently did a replay on this podcast for the Magic of Follow-Up emails, and that is linked in the show notes.
Now for the followup email. This is also where HoneyBook Automations 2.0 really earns its keep.
You can now follow up automatically if someone views your smart file, but doesn’t complete it. No more chasing and no more guessing in Dubsado. This has always been possible through a customized workflow action and trigger, but it’s easy to overlook the importance of what those follow-ups say.
It’s not just about reminding them to book. It’s about reiterating the value of what you offer. Answering hesitations before they become objections and making it easy for them to say yes. They don’t need to dig in their email for a link. You are providing that email front and center and keeping you and your offer front of mind.
Now in the recent replay of the Magic of Follow-Up emails, I talked about how I’ve started infusing client transformations into each of the three follow-up emails that I send. So again, no pressure, but go back and listen to that episode.
Okay? Workflow number three is your pre-project onboarding. This is when you build momentum, y’all.
They said yes, they signed the contract, they paid the invoice. Amazing. Now what, this is what I like to call the messy middle. The project hasn’t started yet, but the relationship has, and if you go silent, you risk breaking trust before you ever get to deliver the work. Now, this workflow includes a personalized welcome email, a client questionnaire or prep guide, timeline, or scheduling reminders as needed, and any FAQs or resources to help them get ready for your service.
This isn’t just onboarding, it’s confidence building. And if you’ve ever had a client email you mid-project to ask what’s happening or when they’ll hear from you again, this workflow fixes that. And most importantly, it sets the tone for a smooth project when you in the lead.
Okay. Workflow number four. Now, the original workflow that I talked about in episode 23 was just a general offboarding, and I have taken all of the actions and steps inside of that workflow and split it into two to make it easier to see the purpose of each. So first, we’re gonna talk about service and delivery.
This is where a lot of creatives close the tab and call it done. You’ve delivered the final gallery, the PDF, the logo files, and your email says, let me know if you have any questions. Nope, not anymore. This workflow is going to include a clear delivery email with usage instructions or next steps. It’s going to include reminders about expiration dates, deadlines, or product discount.
It is going to set you up for the next phase where you will collect feedback, testimonials, and referrals. This is when you help clients reflect on the experience and celebrate the final product. You are setting the stage for the next phase. Okay, workflow number five is rebooking and referrals. This is when you extend your relationship with this particular client.
This is your offboarding magic. It’s where you thank them genuinely and invite them to stay in your orbit and you make it super easy to work together again or refer you to someone else. This workflow might include a thank you note, bonus points of it’s personalized. A rebooking reminder at the right moment, a referral request with clear instructions and an incentive if you have one and a final touch point to wrap the project with care.
Now, somewhere in here, I want you to ask for a testimonial, even if it feels uncomfortable, because what most people miss is this workflow and this phase isn’t optional. Even if your service is a one-time only, your relationship doesn’t have to be offboarding. Workflows give your clients offboarding workflows, keep your clients feeling seen and supported, and they’re one of the easiest ways to generate recurring revenue without doing more marketing.
Okay, so those are the five workflows. But most importantly, those are the five conversations you need to be having with your clients and your CRM can help you deliver some of it on autopilot. Whatever tools you’re using, it’s the words that matter most. And if you’re ready to write some of those emails with more purpose, more personality, and more confidence.
Stay tuned because in the next episode I’m bringing you the first lesson of my new course email, like you mean it. It’s called the confidence loop, and it’ll help you understand exactly why your emails aren’t just messages. They’re momentum. You don’t wanna miss it. Okay, y’all, that’s it for this episode.
See you next time.
This kicks off the second someone fills out your contact form, scheduler, or lead capture.
The goal?
✔ Acknowledge their interest
✔ Pre-qualify the lead
✔ Set expectations clearly
And the most important piece? That automated lead response email.
Yes, it should thank them.
Yes, it should give them something to do while they wait (think: blog post, pricing guide, portfolio sample).
And yes — it should make it crystal clear what happens next.
Now here’s where your CRM actually matters:
In Dubsado, this is about smart fields and mapped forms to personalize your auto-replies.
In HoneyBook, this is where Project Types + Automation Triggers shine. If someone selects “Branding Session” or “Family Photography” on your form, you can assign the exact automation that fits — meaning your lead gets a tailored response without you lifting a finger.
This isn’t about fancy tech. It’s about making a strong first impression that builds confidence from the very first click.
Because let’s be honest: if your auto-response says, “Thanks! I’ll be in touch soon,” that’s a vibe killer.
This starts the moment you’re ready to make an offer.
Whether you’re sending pricing upfront or booking calls first, you need a five-minute booking process — where a client can view the offer, sign the contract, and pay… fast.
But this is also where most creatives drop the ball: the follow-up.
The “just checking in!” email isn’t enough. Your CRM should support a series of thoughtful, timely nudges that help clients say yes with confidence.
Here’s the big HoneyBook upgrade:
With Automations 2.0, you can now follow up automatically when someone views your smart file but doesn’t complete it. No more chasing. No more guessing.
In Dubsado, this has always been possible via workflow triggers — but whether you’re using HoneyBook or Dubsado, the content of those follow-up emails matters more than the timing.
Remind them what’s included. Reassure them they’re in the right place. Make it ridiculously easy to move forward.
Want inspiration for those emails? Go listen to The Magic of Follow-Up Emails — I break down exactly how I write mine (and how I infuse client transformation into each one).
They said yes. They signed. They paid. Now what?
This is the “messy middle” — the project hasn’t started, but the relationship has. If you go quiet here, you risk losing trust before you’ve even delivered anything.
Your onboarding workflow should include:
A personalized welcome email
A prep guide, questionnaire, or resource
Timeline and scheduling reminders
Any relevant FAQs
This isn’t fluff — it’s the glue that keeps your client feeling supported and ready. Because if they’re emailing you to ask what’s next… the system broke.
This is where most creatives hit “send” on the final product and… disappear.
A strong delivery workflow doesn’t just link to a gallery. It:
Gives clear instructions or next steps
Highlights expiration dates or usage rights
Celebrates the final product with context
Bridges to the next phase (feedback, referrals, etc.)
Think of this like the credits scene in a movie — the part that wraps the story while teasing what’s still possible.
This is the workflow most creatives skip. Don’t.
Even if your offer is a one-time service, your relationship with that client doesn’t have to end.
This workflow includes:
A heartfelt thank-you email
A request for a testimonial (yes, even if it’s awkward)
A rebooking reminder or referral ask (with incentives, if you use them)
One final touchpoint that makes them feel seen
This isn’t just good client experience. It’s your easiest path to sustainable growth.
Clients who loved working with you should know exactly how to do it again — or how to tell their friends about you.
Yes, they automate steps. Yes, they keep projects moving.
But more importantly?
These five workflows are really five conversations — five moments when your system gets to show clients:
You’re on it.
You’re prepared.
They’re in good hands.
Because even the best CRM can’t build trust alone. It’s what you say inside those workflows that makes the difference.
And if you’re ready to bring these CRM workflows for creatives to life with powerful client communication, the next episode is for you.
In the next episode, I’m sharing the very first lesson of my brand new course, Email Like You Mean It.
It’s called The Confidence Loop, and it’ll help you understand exactly why your emails aren’t just messages… they’re momentum. Want to get a head start on writing better client emails? Grab my free guide below!