Podcasts about leadsology the science

Intentionally Attracting the Right People Through Inbound Lead Generation This week, I am so excited to introduce you to Tom Poland.   Tom is the multiple best-selling marketing author with over 37 years' experience in sales and marketing. He has also started, managed, and sold multiple businesses including teams of over 100 and revenue of more than twenty million dollars.    Tom is currently working with clients in 27 cities and 15 time zones around the world and describes himself as ‘voluntarily married', living in a house on the sand, next to the blue waves at little Castaways Beach in Queensland Australia.   In this episode, we'll explore: His systematic approach to creating free webinars that result in intentional, inbound lead generation  Why, as a visionary thought-leader, you need an operations person to help you track your numbers and data The difference between manipulation and motivation in marketing and in your talks Clearly communicating and using your influential voice Tom's current favorites: Book: 80/20 Principle and Speaker: Dan Kennedy More from Tom The FREE Kindle version of his book, Leadsology®: The Science of Being in Demand LinkedIn: https://www.linkedin.com/in/tompoland/?originalSubdomain=au   Instagram: https://www.instagram.com/polandtom/   More from Tricia  Order my book, The Influential Voice: Saying What You Mean for Lasting Legacy Explore my content and follow me on YouTube Follow me on Instagram  Connect with me on Facebook  Connect with me on LinkedIn  Visit my website at TriciaBrouk.com 

The most basic thing in business is to have a good offer (product, service, event) that is aligned with the wants of one's audience. This video makes it very clear how to improve the value of that offer. Tad gives us 13 ways to consider. The ideas are borrowed in part from "Leadsology: The Science of Being in Demand" a book by Tom Poland. This is probably going to be required viewing for my clients so we can work on improving their offers! Check out Tad Hargrave's content and offers here: https://marketingforhippies.com (https://marketingforhippies.com) Tad's youtube channel: https://www.youtube.com/tadhargrave (https://www.youtube.com/tadhargrave) Tad's social media: https://www.instagram.com/marketingforhippies/ (https://www.instagram.com/marketingforhippies/) https://www.facebook.com/hippymarketer (https://www.facebook.com/hippymarketer) ** Watch video or add comment here: https://youtu.be/ZzH4A3Ja-5Q (https://youtu.be/ZzH4A3Ja-5Q)

In order to generate leads to your offer, you need to have the right messaging medium that will cater to the three categories of audiences - the wanderers, the seekers and the explorers. Your message should be able to catch the attention in order that it can be embedded in the reticular activating system of a person's brain. Tom Poland, our guest in today's episode of SEO Leverage podcast, will share his favorite medium to lead people to his offer and that is through webinars. Tom is the multiple best-selling author of the Leadsology® series and has a proven system to generate high-quality leads for your business.   Podcast Highlights: 01:00 Podcast Intro 01:10  Introduction of the Guest  02:28 Tom Poland's background and how he started doing webinars? 06:11  What are the three characteristics of your messaging that will catch the attention of your audience? 10:22  In some businesses, messaging does not need numbers. 12:17 How to focus your messaging to the three category types of audiences?  16:22  Understanding how lead magnets work and how people will take the offer and give their commitment to it. 25:54 Why does Tom choose a webinar as his lead magnet? 29:19  What does it take for a person to opt in for a lead gen? 32:00  Recap 35:59  Where to learn about the leadsology program of Tom Poland? 36:35  End   Connect with Tom Poland: Website:  https://www.leadsology.guru/ Attend his live webinars - leadgendemo.live which will bring you to https://www.leadsology.guru/mwwlive-may2021/?ref=157   Resources: Tom Poland's books: Leadsology: The Science of Being in Demand by Tom Poland https://www.amazon.com/LEADSOLOGY%C2%AE-SCIENCE-DEMAND-Tom-Poland-ebook/dp/B01IUZXCUG   Marketing with Webinars https://www.amazon.com/Marketing-Webinars-Tom-Poland-ebook/dp/B08B3S6JNR

In this episode, bestselling author, and marketing mentor, Tom Poland joins Arvee to discuss the characteristics that a person should have to become a million-dollar speaker.  Listen as they discuss sharing the stage with Brian Tracy, Tom's program “Leadsology”, and marketing webinars.   About the Guest: Tom Poland is a Marketing Mentor who started his first business at age 24 and has gone on to start and sell four others, taking two of them international. In that time he's managed teams of over 100 people and annual revenue of more than 20 million. These days Tom's thing is “Leadsology: The Science of Being in Demand” which is a blended learning program that gives professional advisors a model for generating a flow of high-quality, inbound, new client enquiries into their businesses almost every week of the year. Over 2000 business owners across 193 different industries and 4 continents have been through his programs and many have gone on to add millions to their earnings and their testimonials are available on his website Tom's work has been published in 27 countries and he's also shared international speaking platforms with the likes of Michael Gerber of E-Myth fame, Richard Koch from the 80-20 Principle, Brian Tracy and many others. Leadsology® - The Science Of Being In Demand   About the Host: Arvee Robinson is The Master Speaker Trainer, public speaking coach, international speaker, author of Speak Up, Get Clients. She teaches business owners and entrepreneurs how to use public speaking as a marketing strategy so they can attract more clients, generate unlimited leads, grow their business, and make a difference with their words. Arvee has trained over 5,000 individuals, given over 3,500 speeches around the world and has shared the stage with speaking giants, such as Mark Victor Hansen, Brian Tracy, Les Brown, Tommy Hopkins, Loral Langemeier, Sharon Lechter, and many more. Arvee is the top “How to” trainer in public speaking today. She offers speech coaching, speaker training workshops, and public speaking mastermind programs. Her programs will grow your business and make you money for the rest of your life. For more public speaking tips and public speaking skills, visit: http://arveerobinson.com or attend her next LIVE event: http://Milliondollarspeakersummit.com Follow Arvee Robinson on Social Media: Facebook: https://www.facebook.com/arveerobinson/fanpage Instagram: https://www.instagram.com/arveerobinson  LinkedIn: https://linkedin.com/in/arveerobinson Twitter: https://www.twitter.com/arveerobinson  YouTube: Arvee Robinson Get a copy of my new book, "Speak Up, Get Clients" on Amazon: http://bit.ly/speakupgetclientsbook  See you on the next episode of The Million Dollar Speaker Podcast.   Thanks for listening! Thanks so much for listening to our podcast! If you enjoyed this episode and think that others could benefit from listening, please share it using the social media buttons on this page. Do you have some feedback or questions about this episode? Leave a comment in the section below! Subscribe to the podcast If you would like to get automatic updates of new podcast episodes, you can subscribe to the podcast on Apple Podcasts or Stitcher. You can also subscribe in your favorite podcast app. Leave us an Apple Podcasts review Ratings and reviews from our listeners are extremely valuable to us and greatly appreciated. They help our podcast rank higher on Apple Podcasts, which exposes our show to more awesome listeners like you. If you have a minute, please leave an honest review on Apple Podcasts.

Tom started his first business at age 24 and has gone on to start and sell four others, taking two of them international. In that time he’s managed teams of over 100 people and annual revenue of more than 20 million. He’s the best selling author of Leadsology©: The Science of Being In Demand. He’s also shared international speaking platforms with the likes of Michael Gerber of E-Myth fame, Richard Koch from the 80-20 Principle, Brian Tracy, and many others.

On this week's episode of The Blue Collar Culture Podcast, we speak with special guest Tom Poland, creator of Leadsology. Tom is a marketing mentor, and a guru for lead generation who has had incredible success when it comes to building marketing systems and getting people to think differently about the sales and marketing process. His focus today is “Leadsology: The Science of Being in Demand”, which is a blended learning program that gives professional advisors a model for generating a flow of high-quality, inbound, new client inquiries into their businesses.“One of the biggest myths is that you have to be really good at sales if you're going to get a new client on board. My take on that is that selling is what you have to do when your marketing sucks. If your marketing really sucks, your sales skills have to be pretty good because you haven't differentiated yourself or given anyone a compelling reason why they should pick you. If you get your marketing happening, the inquiries are going to come in and people are gonna want to work with you,” says Tom.We chat about debunking sales and marketing myths, as well as:

On this week’s episode of The Blue Collar Culture Podcast, we speak with special guest Tom Poland, creator of Leadsology. Tom is a marketing mentor, and a guru for lead generation who has had incredible success when it comes to building marketing systems and getting people to think differently about the sales and marketing process. His focus today is “Leadsology: The Science of Being in Demand”, which is a blended learning program that gives professional advisors a model for generating a flow of high-quality, inbound, new client inquiries into their businesses.“One of the biggest myths is that you have to be really good at sales if you're going to get a new client on board. My take on that is that selling is what you have to do when your marketing sucks. If your marketing really sucks, your sales skills have to be pretty good because you haven't differentiated yourself or given anyone a compelling reason why they should pick you. If you get your marketing happening, the inquiries are going to come in and people are gonna want to work with you,” says Tom.We chat about debunking sales and marketing myths, as well as:

Tom is a Marketing Mentor who started his first business at age 24 and has gone on to start and sell four others, taking two of them international. In that time he's managed teams of over 100 people and annual revenue of more than 20 million. These days Tom's thing is “Leadsology: The Science of Being in Demand” which is a blended learning program that gives professional advisors a model for generating a flow of high-quality, inbound, new client enquiries into their businesses almost every week of the year. Over 2000 business owners across 193 different industries and 4 continents have been through his programs and many have gone on to add millions to their earnings and their testimonials are available on his website Tom's work has been published in 27 countries and he's also shared international speaking platforms with the likes of Michael Gerber of E-Myth fame, Richard Koch from the 80-20 Principle, Brian Tracy and many others. www.leadsology.guru Learn more about your ad choices. Visit megaphone.fm/adchoices

Tom Poland is a marketing mentor that started his first business at just 24. He has since started and sold four others, with two of them going international. In that time, he managed annual revenue of over 20 million. He is the author of The Million Dollar Ceiling and creator of the learning program Leadsology: The Science of Being in Demand. Over 2,000 businesses across 193 different industries and four continents have completed his program and added millions to their earnings. Tom has spoken at international programs with the likes of Michael Gerber, Brian Tracy, Richard Koch, and more. In today’s content-packed episode, Tom shares his tips for creating a flow of high-quality new clients every week: How to unleash your power to achieve your outcomes The key to identifying your true motivation… this is transformational Why having an ego isn’t always a bad thing… The Four Forces that can shape you and your business How to get past your fears and resistance in order to create a flow of new clients every week Discover more about Tom’s coaching, programs, and more by visiting www.leadsology.guru, learn more Leadsology on his official Facebook page, and follow Tom on Twitter @tompoland. Smash Your Income Glass Ceiling To Attract More Clients And Money… without doing more marketing! Click here for Free Video Training

Tom is a Marketing Mentor who started his first business at age 24 and has gone on to start and sell four others, taking two of them international. In that time he’s managed teams of over 100 people and annual revenue of more than 20 million. These days Tom’s thing is Leadsology: The Science of Being in Demand which is a blended learning program that gives professional advisors a model for generating a flow of high-quality, inbound, new client enquiries into their businesses almost every week of the year. Over 2000 business owners across 193 different industries and 4 continents have been through his programs and many have gone on to add millions to their earnings and their testimonials are available on his website.  

Welcome to the Conscious Millionaire Show for entrepreneurs who want to Make Your First Million, with your Host, JV Crum III…  Tom Poland: How to Get Leads without Launches or Advertising Tom Poland started his first business at age 24 and has gone on to start and sell four others, taking two of them international. In that time he’s managed teams of over 100 people and annual revenue of more than 20 million. He’s the best-selling author of Leadsology©: The Science of Being In Demand. He’s also shared international speaking platforms with the likes of Michael Gerber of E-Myth fame, Richard Koch from the 80-20 Principle, Brian Tracy and many others. Like this Podcast? Get every episode delivered to you free!  Subscribe in iTunes And, download your free gift today... Get the High Performer Formula to Make Millions – Click Here! Please help spread the word. Subscribing and leaving a review helps other entrepreneurs and business owners find our podcast… and turn their big impact into their First Million. They will thank you for it.   Conscious Millionaire Network has over 1,800 episodes and 12 Million Listeners in 190 countries. Our original Conscious Millionaire Podcast was named in Inc Magazine as one of the Top 13 Business Podcasts!  

Welcome to the Conscious Millionaire Show for entrepreneurs who want to Make Your First Million, with your Host, JV Crum III…  Tom Poland: How to Get Leads without Launches or Advertising Tom Poland started his first business at age 24 and has gone on to start and sell four others, taking two of them international. In that time he's managed teams of over 100 people and annual revenue of more than 20 million. He's the best-selling author of Leadsology©: The Science of Being In Demand. He's also shared international speaking platforms with the likes of Michael Gerber of E-Myth fame, Richard Koch from the 80-20 Principle, Brian Tracy and many others. Like this Podcast? Get every episode delivered to you free!  Subscribe in iTunes And, download your free gift today... Get the High Performer Formula to Make Millions – Click Here! Please help spread the word. Subscribing and leaving a review helps other entrepreneurs and business owners find our podcast… and turn their big impact into their First Million. They will thank you for it.   Conscious Millionaire Network has over 1,800 episodes and 12 Million Listeners in 190 countries. Our original Conscious Millionaire Podcast was named in Inc Magazine as one of the Top 13 Business Podcasts!  

  Introducing Tom Poland who developed, created and wrote a best-selling book about his own methodology called ‘LEADSOLOGY’, a 10-part model that reveals each step on the path to generating a steady stream of high quality, inbound, new client enquiries flowing into your business virtually every week of the year. His strengths lie in moving forward in his own business and life, especially when it comes to lead generation, because who likes to connect with ‘beat-around-the-bush’ businesses who never get to the point and are so serious you could shut-off any sense and sensibility.   TOPICS DISCUSSED IN THIS PODCAST EPISODE: (3:30) Marketing by Tom Poland where it started (6:00) Finding a high quality ‘Audience or Lead’ (13:50) Call to action to put your Marketing plan into Action (15:04) Becoming a client of Tom’s with part of his Offer (20:19) What stops a client from taking up an offer online (23:00) All about trust (31:00) Marketing tips ie. Marketing Service versus the physical product (41:00) Be enthusiastic about what you do   HEAR MORE ABOUT TOM POLAND Today’s guest thought it’d be a cool idea to become an astronaut when he was a kid and that he did only he found a bigger comet…planet earth…with cool people. His whole career has been centered on marketing. He grew up in Lincoln County, Georgia and graduated from the University of Georgia with a degree in Journalism. He built and sold four companies, managed annual revenue of 20 million and is a multiple best-selling author of the leadsology series and has over 37 years’ experience driving customers to business. His work has been published in 27 countries and he’s also shared international speaking platforms with the likes of Michael Gerber of E-Myth fame. He writes a weekly column for newspapers and journals in Georgia and South Carolina about the South, its people, traditions, lifestyle, and changing culture and speak to groups across South Carolina and Georgia.   FAVOURITE QUOTE TO SHARE WITH THE WORLD The secret to success is that you don’t have to be smart. In fact, you only have to be smart enough to know how dumb you are.   ONE BOOK YOU SHOULD READ Principles by Rae Dalio   CONNECT WITH TOM Website Facebook Twitter Offer   CONNECT WITH SASHKA Facebook Instagram Pinterest Twitter LinkedIn   Want to be a guest on the podcast? Apply to be featured on the No Name Brand Podcast here.   SUBSCRIBE ON   

Ep #104: In the previous episode with Alex Nerney, we talked about how you can make money blogging and travel all over the world just with your laptop. But what if you’re not that much into writing and waiting while your blog will get a lot of tractions? If you have a service that you can deliver online, then today you’ll know how to generate leads and build the system online that will allow you to get new clients also working from anywhere.  In this episode, Tom Poland shares how to get new clients without even leaving home. Tom started his first business at age 24 and has gone on to start and sell four others, taking two of them international. In that time he’s managed teams of over 100 people and annual revenue of more than 20 million.  He’s the best selling author of Leadsology©: The Science of Being In Demand. He’s also shared international speaking platforms with the likes of Michael Gerber of E-Myth fame, Richard Koch from the 80-20 Principle, Brian Tracy and many others. Time Stamped Show Notes: [00:22] About the episode and Tom Poland [02:02] Tom started his business but realized that he always needs searching for clients, that turned out that he became a master in effortless leads generating [04:06] How the process of getting new clients online works [08:36] How to create an online presentation for a webinar that generates inquiries [10:07] How to find the audience that will be interested in your webinar [14:35] Allow people to get to know you before they become your clients [15:32] How to attract the right people to work with you [16:37] Why Tom doesn’t have a money back guaranty but offers one month of working with him for free [21:31] The program that Tom offers to people and how he and his partner manage the whole process [25:22] How he organizes the program workflow during a year [26:40] How to lead people to go from your webinar to the consultation, and then to your program [31:03] How to model Tom’s system and apply to your business [32:42] Where to find Tom online [33:21] For the show notes go to marinabarayeva.com and subscribe to the Marketing for Creatives show Let’s get in touch: Check what influencer you are as an entrepreneur. Take a quiz at marinabarayeva.com/influencer Did you get new insights? Please leave a short review on iTunes Follow on Instagram @MarinaBarayeva Follow on Twitter @MarinaBarayeva

Tom is a Marketing Mentor who started his first business at age 24 and has gone on to start and sell four others, taking two of them international. In that time he’s managed teams of over 100 people and annual revenue of more than 20 million. These days Tom’s thing is “Leadsology: The Science of Being in Demand” which is a blended learning program that gives professional advisors a model for generating a flow of high-quality, inbound, new client enquiries into their businesses almost every week of the year. Over 2000 business owners across 193 different industries and 4 continents have been through his programs and many have gone on to add millions to their earnings and their testimonials are available on his website. Tom’s work has been published in 27 countries and he’s also shared international speaking platforms with the likes of Michael Gerber of E-Myth fame, Richard Koch from the 80-20 Principle, Brian Tracy and many others.

Find out how Tom Poland made fortune by creating and implementing the unique 10-steps Leadsology marketing model. He will give you a little present for generating new leads at the end of the podcast episode. These days Tom’s thing is “Leadsology: The Science of Being in Demand” which is a blended learning program that gives professional advisors a model for generating a flow of high-quality, inbound, new client inquiries into their businesses almost every week of the year. Tom is a Marketing Mentor who started his first business at age 24 and has gone on to start and sell four others, taking two of them international. In that time he’s managed teams of over 100 people and annual revenue of more than 20 million. Over 2000 business owners across 193 different industries and 4 continents have been through his programs and many have gone on to add millions to their earnings and their testimonials are available on his website Tom’s work has been published in 27 countries and he’s also shared international speaking platforms with the likes of Michael Gerber of E-Myth fame, Richard Koch from the 80-20 Principle, Brian Tracy and many others.  

There are critical differences are between marketing a service and marketing a physical product. The problem most companies face, is trying to use the same methodology for both services and physical products. Tom Poland, bestselling author of Leadsology©: The Science of Being In Demand, joins Adam to reveal why almost all traditional marketing methods should […]

Listen to this episode with Tom Poland, a marketing mentor, on how to be in demand in your business. He is the author of Leadsology: The Science of Being in Demand. He shares a methodology for getting a continual flow of quality leads for your business. Tom is also a sought after international speaker who provides great content in an engaging way for his audience. Learn more about Tom and his book at:  https://www.leadsology.guru/creator/ Also check Tom's system at www.FiveHourChallenge.com to get 5 fresh leads and one new client.

Listen to this episode with Tom Poland, a marketing mentor, on how to be in demand in your business. He is the author of Leadsology: The Science of Being in Demand. He shares a methodology for getting a continual flow of quality leads for your business. Tom is also a sought after international speaker who provides great content in an engaging way for his audience. Learn more about Tom and his book at:  https://www.leadsology.guru/creator/ Also check Tom's system at www.FiveHourChallenge.com to get 5 fresh leads and one new client.

In marketing, so many people have opinions and sometimes, what they say just do not match up with the changes of the time. Trends come and go that is why methods, strategies, and techniques are also dynamic. One thing might work now and won’t later. Tom Poland, internationally acclaimed inbound lead generation specialist and bestselling author of Leadsology©: The Science of Being In Demand, knows this all too well. He has some very interesting, and sometimes even controversial, ideas about marketing, and what works and what doesn’t. He talks about the most commonly taught marketing methods we should avoid and the things we do incorrectly. Love the show? Subscribe, rate, review, and share!Here’s How »Join the Take The Lead community today:DrDianeHamilton.comDr. Diane Hamilton FacebookDr. Diane Hamilton TwitterDr. Diane Hamilton LinkedInDr. Diane Hamilton YouTubeDr. Diane Hamilton Instagram

Marketing is undeniably an essential part of the business. It reaches potential clients and enriches your entire business. However, cracking into this specific process is not as easy as carrying a sign saying, “We’re here.” It’s about getting deep into building connections and relationships in order to reach goals. Business marketing mentor Tom Poland is the author of the book called Leadsology®: The Science of Being in Demand. He talks about how to generate leads through effective marketing where the means align with the client’s goal, putting forward the importance of listening to what the client really wants because failing to do so will only lead to inconsistent results. He also touches on the necessary aspects like LinkedIn and Facebook marketing, contracts, volumes, and outsourcing. Love the show? Subscribe, rate, review, and share! Here’s How » Join the Take Back Time community today: TugOfWarWithTime.com Tug of War With Time Facebook Tug of War With Time Twitter Tug of War With Time Pinterest

Is your business generating prospects but not highly qualified leads? How can you identify your perfect customer and have them reaching out to you? Tom Poland is a lead generating guru. He shares the keys to building effective lead generation systems to make your business filled with perfect customers.In today's episode we dive deep into lead generation, scaling online, using technology to reach a global customer, listening to your team, building a team where everyone is using their strengths, being effective with your marketing message, starting with the question: 'Can you help them?', finding the right message and getting in front of the right people, the lost quote exercise, choosing entrepreneurship, and much more.Tom Poland is a Marketing Mentor who started his first business at age 24 and has gone on to start and sell four others, taking two of them international. In that time he’s managed teams of over 100 people and annual revenue of more than 20 million.These days Tom’s thing is “Leadsology: The Science of Being in Demand” which is a blended learning program that gives professional advisors a model for generating a flow of high-quality, inbound, new client enquiries into their businesses almost every week of the year.Over 2000 business owners across 193 different industries and 4 continents have been through his programs and many have gone on to add millions to their earnings and their testimonials are available on his websiteTom’s work has been published in 27 countries and he’s also shared international speaking platforms with the likes of Michael Gerber of E-Myth fame, Richard Koch from the 80-20 Principle, Brian Tracy and many others.Interview Segments - This is where you can find each section of the interview.Intro / About Tom: 0:59 minutesInterview: 5:13 minutesRapid Rire Questions: 40:44 minutesWebsite:  https://www.leadsology.guru/Talk with Tom:  http://bookachatwithtom.com/

Leadsology – Science of Being in Demand with Tom Poland #220 Today we meet Tom Poland the author of the #1 international best selling book Leadsology®: The Science of Being in Demand. Tom shares the process he uses to get prospects to self select and qualify themselves. We talk about simple marketing techniques, sales professionals can use to find great prospects. For Tom a highly qualified lead is someone who Searches and finds your link, Knows your fee/pricing, Books a sales call, Views you as the only (or small set) legitimate choice(s). These KPIs (Key Performance Indicators) are most indicitive of sales conversion rates (for Tom typically 50%).  The trick is to filter out unqualified leads prior to the meeting. Prospects self select. Creating an Experience The marketing experiences of the prospect includes: Preselection – only prospects with a set demographic criteria that self select via content marketing Lead Magnet – could be some information of value, commonly a pdf worksheet, essay, or maybe a webinar or live event. He calls this a “honey pot”. A buyer is the intersection of an Ideal Client and a Marketing Message (Value Proposition) Other Peoples Networks Leadsology is dependent on the process of leverageing other people’s networks: Find people with similar, but not exact clients Get introduced because it’s free easy fast and simple For partnerships you need: Rapport Respect Relatability Reciprocity  Build networks by sharing your networks. Take Action Advice Do some marketing!   Anything!   Don’t wait to be discovered. Do the Five Day Lead Challenge Purchase the domain BookachatwithYOURNAME.com to make it easy for people to book a meeting. How To Find Tom Poland Tom can be found all over the internet: www.Facebook.com/Groups/Leadsology/ www.Twitter.com/TomPoland/ www.Amazon.com/TomPoland/ www.LinkedIn.com/in/TomPoland/ Click here to get the #1 international best selling book “Leadsology®: The Science of Being In Demand” Lead Generation Strategies Here are past episodes on lead gen. Enjoy! Debunking Sales Myths with Mike Schultz #216 How to Generate Referrals Without Asking with Stacey Brown Randall #206 How to Find Sales Leads with Twitter with Madalyn Sklar #199 How To Generate Leads without Sales and Marketing with John Tripolsky #191 6 Ways To Generate Leads With Fatima Zaidi #180 7 LinkedIn Strategies for Generating Qualified Leads with Janis Pettit #176 How To Schedule Sales Appointments with Automated Emails with Neil Kristianson #157 Take Command of the New LinkedIn User Interface with Brynne Tillman #151 Referrals – The Master Key To Winning Sales with John Spence #127 Looking for Leads with Social Media, an interview with Brian Basilico #34 The post Leadsology with Tom Poland #220 appeared first on Sales Babble Sales Podcast | Sales Training | Sales Consulting |Sales Coaching.

Tom Poland is a Marketing Mentor who started his first business at the age of 24 and has gone on to start and sell four others. In that time, he’s managed teams of over 100 people and achieved an annual revenue of more than 20 million. These days, Tom’s thing is “LeadsOlogy: The Science of Being in Demand” – a system to generate a consistent flow of high-quality, inbound, inquiries to make it easier for entrepreneurs to grow their business faster.  Listen in as Tom talks about: Why being passionate is essential to your success The secret of his success: “You don’t have to be very smart at any one thing – you only have to be smart enough to know how dumb you are.” Why changing your perception is critical to your growth The key to a healthy and happy life How to grow your mindset to get bigger results… faster How to deal with the setbacks in life and business Why clearing your emotions and creating positive affirmations are vital for your well-being His Top Tip on how to generate high-quality leads Smash Your Income Glass Ceiling To Attract More Clients And Money… without doing more marketing! Click here for Free Video Training. P.S. I would love your review! If you enjoy what I share in this episode, please leave a review and comment on iTunes. I would really appreciate it. Thanks! Nina x

Looking at what’s current in terms of marketing techniques, we hear about online funnels and Facebook ads. But do these trends hold up to the hype? It’s an idea that attracts many, essentially because the value proposition is that you can set this thing up, do very little work, sit on the beach for half an hour a day and let all the money wash over your beautiful body. But the actual process is a lot more complicated than that. Tom Poland talks about prospecting and lead generation, and how his book “Leadsology: The Science of Being In Demand” instills more confidence in his clients. He says that it is incumbent upon you to generate, systematize, and master the generation of leads. After that, everything else will follow because nothing happens in a business until something is sold… and nothing is sold until the lead is generated. But worry not: Tom Poland is an expert in presenting your business like you’ve already made it – and this is the secret to being in demand. Love the show? Subscribe, rate, review, and share! Here’s How » Join Heartrepreneur® Radio community today: heartrepreneur.com Heartrepreneur® Radio Facebook Terri Levine Twitter Terri Levine Instagram Heartrepreneur® Radio Pinterest Terri Levine YouTube Terri Levin LinkedIn

Today on The My Future Business Show, I spend some quality time with TOM POLAND at LEADSOLOGY.GURU. As a brief overview, during the call Tom and I discuss the importance of being able to identify your ideal client and understanding how marketing psychology impacts your ability to get your target customers to take the actions you want them to take. Tom shares some keys to successful marketing which include: Making sure that your offer is benefit rich Making sure that you offer contains specifics Making sure that your offer is differentiated Another huge takeaway from the call, is making sure you first work out if you even have something that can help someone, rather than going right into your sales pitch.  Forcing a sale onto someone without knowing if its right for them, is something Tom avoids. Instead, he will first invite you to have a conversation about your business, and then work out if he can help with a solution that fits in with the needs of your business.   About Tom Poland... Tom is a Marketing Mentor who started his first business at age 24 and has gone on to start and sell four others, taking two of them international. In that time he's managed teams of over 100 people and annual revenue of more than 20 million. These days Tom's thing is “Leadsology: The Science of Being in Demand” which is a blended learning program that gives professional advisors a model for generating a flow of high-quality, inbound, new client enquiries into their businesses almost every week of the year. Over 2000 business owners across 193 different industries and 4 continents have been through his programs and many have gone on to add millions to their earnings and their testimonials are available on his website Tom's work has been published in 27 countries and he's also shared international speaking platforms with the likes of Michael Gerber of E-Myth fame, Richard Koch from the 80-20 Principle, Brian Tracy and many others. For more information about LEADSOLOGY, or to contact Tom, click on the following links... Contact Tom Poland Thanks again Tom, for being my guest on The My Future Business Show! Rick Nuske My Future Business PS: The My Future Business Show has opened up it's invite only show to help get you in front of your best audience, and keep you there! To find out how you can get in front of your best audience, and stay there, simply click the button below. How To Get In Front Of Your Best Customers, And Stay There Thanks for joining us on the show today, and if you liked this call, or maybe have ideas on how we can improve, then feel free to leave your comment in the comment box below – and if you did enjoy the call, support the show by clicking on our big red YouTube subscribe button below, and share us with your friends.  

In today’s current financial state of affairs, every business owner must create an inbound flow of leads. You create better businesses through better leads, which requires a higher level of understanding about what it means to be in demand. Luckily, Tom Poland has taken care of the process with his program called Leadsology: The Science of Being in Demand. Tom operates a blended learning program that gives professional advisors a model for generating a flow of high-quality, inbound, new client enquiries into their businesses almost every week of the year. Tom, a marketing mentor who started his first business at age 24, has gone on to start and sell four others, taking two of them international. He’s helped over 2000 business owners across 193 different industries add millions to their earnings – and with Leadsology, you, too, can be in demand. Love the show? Subscribe, rate, review, and share! Here’s How » Join the Your First Thousand Clients Community today: mitchrusso.com Mitch Russo LinkedIn Learn more about your ad choices. Visit megaphone.fm/adchoices

In today’s current financial state of affairs, every business owner must create an inbound flow of leads. You create better businesses through better leads, which requires a higher level of understanding about what it means to be in demand. Luckily, Tom Poland has taken care of the process with his program called Leadsology: The Science of Being in Demand. Tom operates a blended learning program that gives professional advisors a model for generating a flow of high-quality, inbound, new client enquiries into their businesses almost every week of the year. Tom, a marketing mentor who started his first business at age 24, has gone on to start and sell four others, taking two of them international. He’s helped over 2000 business owners across 193 different industries add millions to their earnings – and with Leadsology, you, too, can be in demand. Love the show? Subscribe, rate, review, and share! Here’s How » Join the Your First Thousand Clients Community today: mitchrusso.com Mitch Russo LinkedIn Learn more about your ad choices. Visit megaphone.fm/adchoices

Segment 1: Will Herman is the coauthor of “THE STARTUP PLAYBOOK: Founder-to-Founder Advice from Two Startup Veterans”. He founded his first successful company, Viewlogic Systems, a few years after his first failed attempt. He has started and managed a total of five companies, resulting in two IPOs and two corporate sales.Segment 2: Tom Poland started his first business at age 24 and has gone on to start and sell four others, taking two of them international. In that time he's managed teams of over 100 people and annual revenue of more than 20 million. He's the best-selling author of “Leadsology©: The Science of Being In Demand”.Segment 3: John Knights is Co-founder and Chairman of LeaderShape Global. A former senior business leader, he is an author, coach, lecturer, and thought leader in leadership development. He is also the lead author and editor of “LEADING BEYOND THE EGO: How To Become A Transpersonal Leader”, the manual on Transpersonal Leadership.Segment 4: Harry Morton is the founder of Lower Street Media, a podcast production agency that works with brands to create original podcast content that engages, inspires and converts. Segment 5: Erin Archuleta leads awareness initiatives at Square, collaborating with community and educational partners across the United States to provide small business owners with access to educational and tech tools that help their businesses thrive. Sponsored by Nextiva.

Tom Poland from Leadsology started his first business at age 24 and has gone on to start and sell four others, taking two of them international. In that time he’s managed teams of over 100 people and annual revenue of more than 20 million. He’s the best selling author of Leadsology: The Science of Being In Demand. He’s also shared international speaking platforms with the likes of Michael Gerber of E-Myth fame, Richard Koch from the 80-20 Principle, Brian Tracy and many others. Resources Book a Chat with Tom Leadsology (agency) Leadsology: The Science of Being In Demand (book) Tom Poland on LinkedIn

Tom Poland started his first business at age 24 and has gone on to start and sell four others, taking two of them international. In that time he's managed teams of over 100 people and annual revenue of more than 20 million. He's the best-selling author of Leadsology©: The Science of Being In Demand. He's also shared international speaking platforms with the likes of Michael Gerber of E-Myth fame, Richard Koch from the 80-20 Principle, Brian Tracy and many others. Are you a coach, consultant, or business owner who is tired of feeling stuck or you just don't know which step to take next? Get in the High Perfomer Lane by downloading JV's new High Performer Formula with the exact steps for your to play at the top of your game. Download it by clicking here now. Like this Podcast? Then get every episode delivered to YOU!  Subscribe in iTunes Please help spread the word. Subscribing and leaving a review helps other business owners and entrepreneurs find our podcast…and make their big difference. They will thank you for it.   Conscious Millionaire Podcast: With over 1,000 episodes and 12 Million Listeners in 190 countries, this is the podcast for coaches, consultants and service-providers who want to get more clients, make more money, and create a bigger difference and impact. Named by Inc Magazine as one of the Top 13 Business Podcasts for 2017!

Tom Poland started his first business at age 24 and has gone on to start and sell four others, taking two of them international. In that time he’s managed teams of over 100 people and annual revenue of more than 20 million. He’s the best-selling author of Leadsology©: The Science of Being In Demand. He’s also shared international speaking platforms with the likes of Michael Gerber of E-Myth fame, Richard Koch from the 80-20 Principle, Brian Tracy and many others. Are you a coach, consultant, or business owner who is tired of feeling stuck or you just don't know which step to take next? Get in the High Perfomer Lane by downloading JV's new High Performer Formula with the exact steps for your to play at the top of your game. Download it by clicking here now. Like this Podcast? Then get every episode delivered to YOU!  Subscribe in iTunes Please help spread the word. Subscribing and leaving a review helps other business owners and entrepreneurs find our podcast…and make their big difference. They will thank you for it.   Conscious Millionaire Podcast: With over 1,000 episodes and 12 Million Listeners in 190 countries, this is the podcast for coaches, consultants and service-providers who want to get more clients, make more money, and create a bigger difference and impact. Named by Inc Magazine as one of the Top 13 Business Podcasts for 2017!

Tom started his first business at age 24 and has gone on to start and sell four others, taking two of them international. In that time he’s managed teams of over 100 people and annual revenue of more than $20 million. We discuss: Why control over your time is so important What is most important for entrepreneurs to learn Why you can’t judge a book by its cover How to package your unique value so it stands out How a short, simple and shiny model of your implementation process can generate leads Various versions of recurring revenue for solopreneurs How to walk your ideal target through a persuasion sequence Tom is the best selling author of Leadsology©: The Science of Being In Demand. He’s also shared international speaking platforms with the likes of Michael Gerber of E-Myth fame, Richard Koch from the 80-20 Principle, Brian Tracy and many others. Learn more about Tom at Facebook (https://www.facebook.com/groups/leadsology/) . (http://www.stitcher.com/podcast/smashing-the-plateau) Facebook Twitter LinkedIn 0Shares

If your marketing message sounds something like "We have the best prices, best quality, and best service, so come buy our stuff", then you need to listen to my most recent podcast episode. My guest for Episode 223 of the Small Business Marketing Minute show is Tom Poland, the bestselling author of Leadsology©: The Science of Being In Demand.  Since the age of 24 he's started and sold four highly successful businesses and managed teams of over 100 people, so he has a lot of great knowledge to share with business owners. The topic for my interview with Tom is how to create a marketing message that cuts through the noise and speaks directly to your ideal customer.  Unfortunately, many local business owners put little thought or effort into their marketing message, and many of them end up just parroting what everyone else is saying--hence, the prevalence of that "best service, quality, and price" message I mentioned earlier. Not only is it impossible to have all three of those things at the same time (if I'm willing to accept poor quality or bad service, I can always get a cheaper price), it's also been repeated so often that it has lost all meaning to consumers.  Luckily, Tom's Leadsology system provides a proven, ten part model that reveals each step on the path to generating a steady stream of high quality, inbound, new leads flowing into your business virtually every week of the year, and it all starts with the marketing message.

Tom is a Marketing Mentor who started his first business at age 24 and has gone on to start and sell four others, taking two of them international. In that time he’s managed teams of over 100 people and annual revenue of more than 20 million. These days Tom’s thing is “Leadsology: The Science of Being in Demand” which is a blended learning program that gives professional advisors a model for generating a flow of high-quality, inbound, new client enquiries into their businesses almost every week of the year. Over 2000 business owners across 193 different industries and 4 continents have been through his programs and many have gone on to add millions to their earnings and their testimonials are available on his website Tom’s work has been published in 27 countries and he’s also shared international speaking platforms with the likes of Michael Gerber of E-Myth fame, Richard Koch from the 80-20 Principle, Brian Tracy and many others. What you’ll learn about in this episode: Why Tom believes in “marketing for the invisible” and how it has worked for him What makes an effective marketing message vs an ineffective marketing message Tom’s “Sprint System” for generating quality leads quickly and easily The “Just Show Up” marketing system and how it can work for you Dog Personality vs. a Cat Personality and their roles in business Why your lead generation system has to fit the personality of the person who owns that system The importance of delegating to an assistant so you can focus on your business Why you need to stick to milking cows instead of mice…An analogy worth learning… Stop wasting time, how to use effective marketing to narrow your prospects and focus your efforts. Try Tom’s Five Hour Challenge that will generate 5 leads for you within 5 days Resources: REInvestorSummit.com/Poland REInvestorSummit.com/5Hour REInvestorSummit.com/Sly REInvestorSummit.com/101 REInvestorSummit.com/Machine REInvestorSummit.com/aof REInvestorSummit.com/coaching

Tom Poland is a Marketing Mentor who started his first business at age 24 and has gone on to start and sell four others, taking two of them international. In that time he’s managed teams of over 100 people and annual revenue of more than 20 million. These days Tom’s thing is “Leadsology: The Science of Being in Demand” which is a blended learning program that gives professional advisors a model for generating a flow of high-quality, inbound, new client enquiries into their businesses almost every week of the year. Over 2000 business owners across 193 different industries and 4 continents have been through his programs and many have gone on to add millions to their earnings and their testimonials are available on his website. Tom’s work has been published in 27 countries and he’s also shared international speaking platforms with the likes of Michael Gerber of E-Myth fame, Richard Koch from the 80-20 Principle, Brian Tracy and many others. Find Tom at http://www.leadsology.guru   Here's the transcript from the interview Hugh Ballou: Greetings, welcome back to Orchestrating Success: Converting Your Passion to Profit. Today, this session, we are going to focus on your message. How do you really let people know what your superpower is? I am recording this in the evening in Virginia, and my guest for the interview is drinking his morning coffee in Australia. Tom Poland, welcome to the podcast. Tom Poland: Good morning, good afternoon, good evening, depending on where the heck everyone is. It’s morning here tomorrow. Hugh: It’s always interesting making appointments with people. I’ll call you at 2:00. Okay, what time zone? Tom: Which 2:00? Hugh: In your case, it’s Thursday here, but it’s Friday where you are. Tom: Correct, yeah. Coming up on 20 past 8 in the morning. Hugh: It’s 6:18 pm here in Virginia. Tom, you and I connected somewhere. You graciously invited me to this small group encounter that we had a week ago, a video session where you taught us some things about marketing. You taught us about our message. You taught us about quite a few things. I took a whole bunch of notes, and then you gave us one of your books. Tell us who you are, what is your superpower, and how did you develop this? How did you get where you are today? Tom: Great questions. Tom Poland. I call myself the chief leadsologist at Leadsology. Presently, I live near the beach in Castaways Beach in a place called the Sunshine Coast in a place called Queensland, Australia. It’s about nineteen hours’ drive north of Sydney. A pretty long way up the coast. Australia is like the US. It’s quite a big country. The difference is 80% of it is desert here. Back to what I am doing. My superpower is lead generation. I work with people who are marketing the invisible, people who have an idea, a service. Most of what we’re going to talk about will apply to people who have physical products as well, whether you are making sandals or you are a New Yorker acquisition consultant. The principles are the same. How you apply them is a little different depending on whether you have something that’s invisible or something that’s physical. The magic is around setting up four separate lead generation systems. There is a weekly flow of high-quality inbound new client inquiries. We don’t do cold-calling or anything dumb like sending out 10,000 letters to anyone. We don’t do trade shows. All those things deposition the person providing the service or advice. That is the superpower. It’s creating these four different lead systems so the leads are coming in systematically, automatically into the person’s business. How I came across that—good question. When I was 16, my father suggested I leave home because he said I knew everything and I could start forgetting things soon if I didn’t leave home. So I did that. I left home. A few years later, in 1995, I found myself in a very similar mindset. I had come out of a senior executive role in a multi-national corporate, and I started my own business again. I thought I knew something about sales and marketing since I had spent 20 years in corporate. So I set up the new business and put all this marketing in place, and nothing happened. So I literally flew and sat at the seat of great marketing masters and read every book and went to every workshop I could. I am a pretty good implementer; I put everything in place, and the best I could do was break even on my marketing efforts. I sat down and thought, I gotta figure this thing out myself. I put all the books away and put all the workshop notes away and started what is now known as Leadsology. I discovered, Hugh, there is a whole bunch of people out there that are really good marketers, but when you actually buy their stuff, it turns out their marketing is a 10 and their product is a 2. Most of your audience and my clients, when I start working with them, they have a 10 service. If they could get in front of the right people, then the conversions happen, and the clients love them. Most people have a 10 service trapped in a 2 marketing. That is what Leadsology is all about. Sorry, I knocked over my microphone in my excitement. That’s how my Leadsology journey started: trying to figure this thing out as a coach, consultant, and trainer. How do you get the leads coming in without having to stay awake all night stressed about it and without having to engage in these random acts of marketing? Hugh: Random acts of marketing. You used a word there I tried to capture. Cold-calls and what I call push marketing, you used the word… What is the word you used? Tom: Deposition. Hugh: Deposition? Tom: One of the most powerful psychologies known to mankind is reverse psychology. If I had kids at home and it was raining outside and I said to the kids, “Don’t go outside and play because it’s raining,” then the first thing they are going to want to do is what? Hugh: Go outside and play. Tom: Yep. I said to my teenage daughter, “I’m going out with your mom. We’re going to a nice restaurant. We’re leaving the second car here, and the car keys are over there. Do not touch the car keys. Do not drive that car.” A more subtle degree is this. There is a spectrum. The moment we know we can have something, our desire for it decreases. People get blasé. They get apathetic. I can have that anytime I want. What else is there? Somewhere in the middle of that spectrum, can have it, don’t want it, is the sweet spot called reverse psychology where people will want more of what you’ve got if they think they need it more than you need their money. Hugh: Say that again. That is a key piece of information. Tom: Let me say I’m a prospective client of Hugh’s, and I’m thinking if I should work with Hugh or not. If Hugh is sending out mail drops and offers every day of the week and I’m getting bombarded with “Pick me” from Hugh, I get apathetic about that. I can work with Hugh anytime I want; he obviously needs more clients because he is sending all these offers out, and every time I go to a trade show, he’s there and he is always handing out brochures. I’m getting letters and emails. Maybe not on Hugh. But if I perceive my belief is that I need what Hugh’s got more than Hugh needs my money, I get much more interested. Hugh: Wow. Tom: Cold-calling depositions that. Can I work with you? Going onto LinkedIn and going, “Hey, we do SEO. Do you need help?” depositions that. Sending out 10,000 letters or direct mail pieces depositions that. What we want is to invoke that sweet spot psychology where your audience perceives they need you more than you need their money. Hugh: Wow. That is just the opposite of what the marketing people are trying to tell us to do, isn’t it? Tom: Hugh, it’s so different if you are selling a product. Particularly, if it is a commodity, then it will come down to price. There is a massive gulf of difference between marketing a thing and marketing a service because a service is actually a relationship. It’s like going into a marriage. If I am buying a house off of a realtor, and I don’t like the realtor, then if the house is okay, I will still make the buy because I don’t have to live with the realtor. But if I am looking for a wife, which I kind of was 12 years ago, that prospective bride whom I fell in love with instantly and could have married her on the spot, within 90 seconds I was gone. If I had gone up to her and said, “Look, I’ve just fallen in love with you. My name’s Tom by the way. Could we get married, or at least could I come home with you tonight?” When you are offering a service or advice—I didn’t do that honestly, we had some dates first, anyway—but when you are offering a service or advice and are popping the question to people and going, “Work with me,” it’s like going, “Marry me.” With a thing, when we buy it, that relationship is over. We are left with the golf clubs or the boat or the house or whatever. But with an advisory service, consultancy, training, coaching, architecture, CPA, even a lawyer, we’ve gotta enter into a relationship of trust with this person. That means we are probably going to have to have a few dates first before we pop the question of engagement. Hugh: That is so good. You and I had talked before we went live about coffee, and we both have this love of freshly ground, brewed espresso. I talked about doing the beans, and sitting over here on the couch, my bride of we’re starting 12 years next month, she’s a conductor and I’m a conductor. We met at a church music conference in the same room, and we crossed paths. I was smart enough to pay attention. It took a year to build a relationship and have conversations. It was a year before we talked again. I understand that dynamic really well. You know what? I got it right. It’s not about pushing. There is a synergy here with what I teach my clients. Leadership is a position of influence. We influence people, and we don’t do it by telling people what to do if you are responsible for a team. You create the space for people to raise a functioning around the common purpose. There is synergy with what I teach. I have the invisible, which is my coaching, my facilitation, my culture creation for corporate clients. But I have something in the middle. It’s not a product; it’s an online program. Where does that fall? Is that the invisible? Is that a product? Tom: That’s the invisible. So is software by the way. There are a few exceptions. Software, is that a thing? Software development fits in with the invisible as well. I developed and had a software business quite a number of years ago. It’s selling the invisible. Online courses and programs, there is a duration, whether it’s eight weeks, six weeks, six months. I have to be able to trust three things when I buy into that program. I have to be able to validate Hugh and say, “I trust Hugh. He cares. He has integrity. He’s going to be reliable.” I have to validate the service or program. This is true with an architect, consultant, coach, whatever. I have to validate the service. Does this service have integrity? Is it a fit for my needs? The third thing that most people trip up on is: am I going to implement when it comes to a program? I bought these programs before. I have done these workshops before. I got excited, took all the notes, and came back to my business, and then the emails came in or the meetings happened, sitting in this nice little folder in a pile somewhere. There are three points of validation. The first one is: Do I know, like, and trust Hugh? The second point is: Does the program have integrity? Is it going to fit my needs? The third point is: Will I actually use this thing? Hugh: Do they use it? Is it so hard I can’t do it? That’s a big deal. Tom: Implement. We have all bought those $197 downloadable workshop training things and gotten excited. Where are they now? I don’t even know where they are. They are sitting in a digital file somewhere. I have a password to that membership site somewhere, but I don’t know where it is. When it comes to programs, and it’s a bit of a red herring I guess, but whatever we do, whatever service we deliver, if people don’t implement it and get value. Even though it might be money in my bank account, I want people to implement because I want them to get value because I want the good karma. Hugh: How do you define red herring? Tom: Implementation is off the subject of marketing. There is an indirect link in that if people implement it, then they get value and refer. There is an indirect link. Hugh: Your site, we are going to give them a special link before we’re done here. Your link is leadsology.guru. You are in fact the guru. You’ve written some books. Tom: I am a little embarrassed every time I hear that .guru, but .com was taken. We tried to buy it. So it’s kind of like these people who write their own bio and say, “I am the world’s expert on XYZ.” Who said? Hugh: Well, it was there. Tom: Leadsology.guru, yeah. Hugh: It was predestined. You were pulled into that. I have one of your books. It’s in my digital folder queued up to read over the holiday here. We have a holiday in America. Read that to me. Tom: Is that Leadsology: The Science of Being in Demand? Hugh: Yes, that’s it. Leadsology: The Science of Being in Demand. Oops, I am making a note. It’s a science. Tom: Yeah, it is. Hugh: Can people find that on Amazon? Tom: Yes indeed. Kindle, paperback. Hugh: Who needs that? Who needs your methodology? I assume the book gives people an overview and gives them what you didn’t find in the seminars and the courses you took before. It gives them a snapshot or maybe some courseware. Tell me what’s in the book and who needs it. Tom: The book is for anyone who is marketing the invisible and who wants the security and pleasure and enjoyment, satisfaction if you like, of having a regular flow of new clients coming into their business. It’s a systemized approach to lead generation. The book is quite extensive. Some books you buy and end up disappointed because they tell you what you need to do, but they are very light on how to do that. I get into all sorts of things there. There are ten parts to the model. We start with what did you call it? Your superpower? I call it your magic. One thing for example I say to people is you can’t have seven types of magic. A Canadian client of mine who is a consultant/trainer/coach, Susan, who is a genius at what she does, but she had like nine different things on her website you can pick from. It’s 360 degrees, leadership training, productivity, engagement, human dynamics, whatever that is, organizational change, and Susan was very good at all of these things. I have no doubt about that. The first thing I said to her was, “Pick one.” She said, “What do you mean?” I said, “You can’t market nine things. You can market one thing. Everything else needs to go off your website, off your LinkedIn profile, off your business card. You are going to market one thing. Why don’t you get clients happily engaged in that one thing, getting great value, so they can ask, ‘Susan, what else have you got?’ Then you can show them the other stuff.” The book goes in a step-by-step model with ten parts to it. It starts with your magic/superpower. Pick one. The first four parts are about your magic, pick one; the market, which is all about focusing your niche; the message, which is the session we had last week on the marketing message and the three characteristics that create an effective marketing message that cuts through and motivates someone to want to know more; and finally the mediums. The mediums are quite important. For example, the medium could be a webinar, a book, an online session, a lunch-and-learn, a guide of some sort, a challenge. A lot of different ways you can attract people into your list and give them great value. But the mediums are interesting because the mediums have to fit. They have to fit first of all your style, your personality. For some people, running webinars makes them feel like they want to be physically ill. My wife calls herself an e-tard. When we met, she barely knew how to do email. But you know, she is getting better and better. For someone like my wife, running a webinar would cause her sleepless nights for weeks. Don’t do that because it’s not part of your personality style. Pick a medium that fits your personality. I love writing. I could just lock myself up in a cave with a keyboard, and I could write 24/7, just about. Pick a medium that you’re inclined to want to engage in because then you will actually do the frickin’ thing instead of saying it should be done. Pick a medium that works with the market as well. If I was marketing to tradespeople, say plumbers, I wouldn’t pick webinars as a medium because it’s not a medium they are naturally instinctively drawn to. If I was talking to consultants, I would certainly pick webinars because they are in front of computers all day. You have to match the medium to the market. I got Monty the Marketing Wonderdog here. He is a Border Collie, and he has a dinner bowl out back. I have a beehive as well. If I get a bunch of flowers and put them in Monty’s dinner bowl, that is going to be a hard sell. But if I put it in the beehive, then they are all over it. Vice versa with a nice steak. Put it in front of the bees, and they’re not too interested. Put it in front of the dog? There is no selling required when you match the message to the market and the medium. Zero selling required. It’s like bees onto flowers. Hugh: There are certain trends in what people are doing online. I think it changes from time to time. What worked last year doesn’t work this year. Sometimes what worked last week doesn’t work this week. You’re honing on some fundamental principles that probably supersedes the fad of the day. Is that making sense? Tom: Yeah, it makes perfect sense. If you want to go to the highest helicopter view, the strategic view of lead generation, there are two things that intersect when the lead is generated. That has been the case for the history of mankind for thousands of years, and it will always be the case. Whatever changes with online funnels or Facebook advertising or social media, whatever else changes, this never changes. A lead is generated when an ideal client is intersected with an effective marketing message. An ideal client is someone who is aware of their need, so my ideal client is not waking up in the middle of the night, they are waking up in the middle of the morning and saying, “I have to get some systems in place to get leads.” They are aware of their need. They have the money and the timing is perfect. Those are the three characteristics of my ideal client. When that person sees my marketing message in almost any form, and there is about 12 different forms they can see it in, they get interested. That is how inbound inquiries are generated. Hugh: That is how we connected. Somehow, I was interested in meeting you. We have talked twice now and emailed. I am fascinated by what you do. What do you think it was that got my interest? Do you remember how we connected? Tom: Yes, we connected through LinkedIn. I invited you to a marketing message maker session. I made a bit of a song and dance about the fact that I was a bestselling international author blah blah blah. There was some credibility in there. Don’t get offended at this, but you were metaphorically speaking a bear in the woods. My message via LinkedIn, we established a 1st-level connection first. I had given you something. I think it was a little bit of a guide like this PDF. We had a couple of little mini dates. Then I invited you to this marketing message maker, which was essentially a 75-minute session where I was showing you how to create a marketing message that cuts through and motivates an ideal client to want to know more about what you do. I said leave your credit card at home because there is nothing to buy. We minimized the sense of risk or just another sales trap. When I talk about a bear in the woods, the metaphor is this. This describes how Leadsology works pretty well and how you don’t need any sales or manipulative sales techniques. Imagine there is a big forest and there are a bunch of grizzly bears all asleep. I have some honey in a honeypot. I want the bears to eat my honey. The bears are a metaphor for potential clients, and the honey is a metaphor for what it is I do. I think, How am I going to get the bears to eat my honey? I go to a bear-eating-honey seminar. The guy stands up on stage and is holding this big, long, stick with a sharp point at the end, a lance. He says, “Look, I’ve done this. If you want the bears to eat your honey, this is how you do it. You grab the stick, go running through the forest, find a grizzly bear, poke it really hard on the bum to wake it up, and then you wave the pot in front of the bear’s nose. If it is hungry, it will eat the honey. If it is not hungry, it will eat you.” That is selling. That is going out with your marketing message, annoying people, poking them with a sharp stick going, “Pick me, pick me, pick me.” With Leadsology, what we do is put the honeypot outside the forest, and the bears that are hungry will start dreaming of swimming in honey. Then they will wake up and go, “Darn, just a dream. But hang on. I can still smell the honey,” and they come out of the forest. That’s what Leadsology does. Leadsology is a series of four honeypots, each systemized, different mediums, going to the same market with the same marketing message, and the bear is coming out of the forest. People are making inquiries. Hugh: So it’s imperative that your message is very clear. You have one product, and you are targeting a specific person. Tom: The message is what I call the first domino. You see those Guinness Book of Records. You line up one thousand dominos, and you only have to push over one domino and the others go on their own. The marketing message is not what people think it is. It’s not a USP, it’s not an elevated pitch, it’s not a slogan, and it often even won’t mention your service or product. But it’s got to be benefit-rich and differentiated, so it’s got to sound like nothing anyone else is saying. It’s got to contain some specifics. That is where the magic lies in those specifics. Hugh: What are the top things that people do wrong? Tom: Number one they do wrong with their marketing message is they tell people what they do for a living. I am an accountant, and I help with your taxes. I am a marketer, and I will help you get your leads in. I am a Facebook Messenger bot guru, and I help you get a better open rate. Hugh: Why is that a mistake? Tom: Because people don’t want Facebook Messenger bot gurus, and they don’t actually want bigger open rates. They want the thing the bigger open rates give them, which in this particular example we are talking about, a very exciting product. You can get a 100% open rate with them. But people don’t want 100% open rates. They want the thing the 100% open rate gives them. In this marketplace, this particular marketer is an online marketer, whose marketplace are beauty salons. Beauty salon owners don’t want Messenger bots, and they don’t want 100% open rates. They want more bums in their seats every single day, please and thank you very much. His marketing message should not be, “I am an expert on Facebook bots,” and it should not be, “I can get you 100% open rates on messengers.” It should be, “I can get you another two customers walking through your door every single day without any print media, advertising, or cold-calling.” That’s it, period. If you are a beauty salon owner, you want two more extra customers every single day. That’s where your profit is. I don’t know if it’s two or five, where the sweet spot is. The sweet spot in the message, if you are talking about specifics, has to be big enough to generate desirability, but it has to be small enough to generate believability. If he goes out and says, “I can get you 50 new customers every single day,” even if that is true, people aren’t going to believe it. It’s not going to work. If he comes out and says, “I can get you a new customer every single month,” no matter how excited he says it, people are not going to get turned on by that. I don’t know what the number is for the sweet spot, but something like another 2-5 customers every single day. When that beauty salon owner hears that, then they will want to know more, and that is when the lead is generated and the inquiry is made. The question at that point is: How do you do that? That is when messenger bots come in, not before. Hugh: Okay. Boy this is really helpful. It’s unique. I just changed my LinkedIn messaging from what I do to what my results are like two weeks ago. I am amazed. Between Facebook, LinkedIn, and Twitter, I have like 250,000 followers. Tom: Wow. Hugh: I am amazed that 249,500 of them are just pushing out, “Buy my thing. Buy my thing.” They haven’t done any dating. They haven’t built any trust or credibility. Tom: There is no validation. Hugh: It is just amazing. There is a whole bunch of noise. Somehow, you got my attention, and you cut through the noise on LinkedIn. I don’t know how that happened, but you got very skilled at that. You have a way of getting right to it and attracting the right person. When I say, “Who needs you?” people like a consultant, people like a speaker, people like a coach, is that the space of invisible? Tom: I have done a lot of work with architects, accountants. Right now, I have a merger acquisition consultant, an American guy who is operating out of London, works a lot in Europe. His specialty is matching big companies up with smaller tech companies so they maintain a competitive difference. An architect operating out of Oregon who designs luxury apartments in China. A foreclosure lawyer in Philadelphia. It’s pretty diverse. Merger acquisition consultant in Germany. A lot of clients in Australia and New Zealand. A lot of trainers, coaches, consultants. Wealth planners. A new client who is—forgive me, Kevin, I can’t remember where you are, but he is somewhere in your country—he has developed a business where he operates a brokerage for real estate agents. He gets the listings, which is the hardest thing to do, and he brokers them out to real estate agents. So it’s a service. The physical product is there, of course, but he is not directly selling the physical product. So it’s anyone who has a service or advice or develops software; that is the exception—who wants to quit stressing about where the leads are coming from and have predictability. A lot of good consultants- The classic is they are really good at what they do, so they get a lot of word-of-mouth referrals, which is great and can go on for a few years, but one day it will dry up. Who knows. Something weird happens, like a dictator fires a missile over Japan. That would never happen, right? Hugh: That would never happen. Tom: Or someone drives a tank into a desert in Kuwait from Iraq. I don’t know. Stuff happens. Or there is an election. And everything slows down. For some reason, word-of-mouth marketing dries up. Then they go, “Oh wow, I don’t control this thing. There are no buttons I can push or levers I can pull. I need some predictability around lead generation.” Those are the people who need Leadsology, the people who want to set up four different systems so the leads are coming in from four different sources. Hugh: For instance, you said that before, and I meant to ask you. Give us an example. Tom: Sure, okay. Let’s just put social media to the side at a moment because it’s not a lead generator. It’s great to keep people’s brand in your brain until they are ready to buy. So you should be doing social media. A blog, a podcast, Facebook, something to keep your brand on the brain until people are ready to buy. But the direct lead generators: a book when it’s well-written will bring in leads. One of the things I do, when you open the book up, you will see this page here. Leadsology Resources. And there is a bunch of free stuff. We drive people from the book back to the website. We have a few dates with them, as many as they need until they start to validate that Tom is an okay guy and the services are effective. A book is one of those mediums. A webinar can be a medium. You attended what I call a makeover session, a group of people, the bears who come out of the forest interested in a marketing message makeover. Those small sessions. Breakfast meetings or lunch-and-learns, they are all mediums with which you can get your message out to the marketplace. There is a lot of them: surveys, diagnostic tools, interactive models. What I was saying before just to refresh people’s memory is that choosing the mediums, and there are a lot of different ways you can get your message to the market about your magic through the mediums, is it has to fit your personality. You have to look at it and go, “Yeah, I can do that. I quite like that actually,” whether it’s a webinar, book, whatever. It has to fit the marketplace, meaning it has to fit the market. Flowers in Monty’s bowl is not going to work. And finally, it has to fit your budget, be it your time or financial budget. Most people have one medium. Most people do one thing to get leads. I don’t know if they go to a business networking medium, which depositions them. Or they do webinars, or they have a book. It’s like a one-legged stool. Eventually, a one-legged stool tips over. I want my clients to have four legs on their stools. Four different ways that the leads are coming in. Each of those ways is systemized, whether it’s a LinkedIn strategy, whether it’s a webinar strategy, whether it’s a Facebook or Google Adwords funnel taking you through a series of steps, they are all systemized. We have security because we have a diversification of leads. I see this lady in the States with something like $800 million in the lottery. She is not going to put it all in one place, I hope. The uncle needs to invest in his business—don’t give it all to the uncle. Here’s $800 million; make me some money. The security comes in the diversification of the lead generation. Hugh: So you said earlier that social media is not for lead generation, but that is how you got me interested. Tom: Social media- LinkedIn, is it social media? Probably. LinkedIn is good to keep the brand on the brain until people are ready to buy. Most of the posts you get on LinkedIn have the wrong reasons. They have a message that is like putting the flowers in Monty’s dinner bowl. People post articles on LinkedIn, and they get traction. It doesn’t matter if you have 500 reads if you got no more connections or followers or subscribers. Then you haven’t really done a lot. Put aside the fact that the messages are not often aligned to the marketplace. Social media is best for keeping the brand on the brain until people are ready to buy. By all means, have a LinkedIn strategy. Post on LinkedIn some good quality stuff. But understand that you are not going to get a lot of people going, “I want to work with you please.” This is a great example of a terrific added value social media thing, a podcast in this case, that is going to help keep Hugh’s brand in people’s brains until they are ready to buy. Hugh: You associate with people who are competent, and it raises the value of your brand. Social proof. You have a photo of me with Tom Poland, and it raises the value of me because of your credibility. Tom: Some people would debate whether it raises your brand, Hugh, but I’ll accept it. I’ll drink to that. It’s water by the way. Hugh: People can decide for themselves when they hear it. There is a lot of really rich content here. I really resonate with this because I show up in groups and I am starting- I just moved to a new city, so I am starting a series of lunch-and-learns. I am targeting people who run charities, nonprofits. Some of the programs I offer are specifically tailored for them. I have 31 years of experience in that market segment. I am also doing other places. I show up where my clients are. The other segment is mid-cap corporations, $5-50 million in revenue. That is a sweet spot, so I am showing up where those people hang out. I think one of the mistakes people make is they attract the wrong people. This came up in the session I was on. I asked you point blank, “What happens when you keep attracting broke people?” You had a really good answer. Do you want to have a go at that again? Tom: Yeah. Unfortunately, I only have a couple minutes left so let’s touch on that. There are a series of filters you can set up depending on which part of the process people are in. Typically, what happens in my sort of business is say I am an international law firm, book a free consult, and then I am in danger of talking to a lot of people I can’t actually help significantly because they can’t afford to do anything with me. It’s actually worse than not speaking with them because I can tell them what to do, but if they go and try to do it, they will probably mess it up because there are so many subtleties to it. They are wasting time and effort and will end up disappointed. It’s not good for them if I speak with them for free, and it’s not good for me if I speak with them for free. It doesn’t really make sense. But if I charge $1,000 an hour regularly, then I will say, “I will give you an hour but just charge you $100.” That’s a filter. That cuts all those people out I can’t help. I am doing a disservice to them by meeting with them because it gives them false hope. If I am doing an event, charging $20 will kick a lot of tire-kickers out. Or you can set up an enrollment page where you actually have to click some buttons and say, “Yes, I understand that in order to implement what I hear at this lunch-and-learn, I will probably be required to make an investment. I’m okay with that.” You can put in filters depending on where they are and how much you want to fill them out. If I was going to a new city and doing lunch-and-learns, I wouldn’t put in any filters. I would get my ass out there and build the list and accept the fact that not everyone is going to be perfect. Hugh: I love it. Tom: The type of honey you put out will attract certain bears. Hugh: We’re going to give people a link to leadsology.guru/five-day-challenge. That is a gift you are giving people. It’s a five-day challenge. They have to do a little work, but they will learn something, right? Tom: More than that, they are going to get more leads in. They are going to get a new client. If people do what I tell them to do in this challenge, it’s like 15 minutes a day over five days. It’s not hard. I get so much positive feedback for this because you will actually put into place your first marketing system potentially, you will generate five fresh, inbound inquiries, and convert at least one of them into a feedback client. Hugh: Tom Poland, you have offered great value to the listeners of Orchestrating Success. I am going to ask you- I know you have no minutes left. Just give us a closing thought or tip for this interview. Tom: Okay. The closing thought is, just be smart enough to know how dumb you are. That is the secret to success. The enemy of growing is knowing. I wouldn’t represent myself in court because I’m not a lawyer. Don’t try to do this at home. Find someone who can teach you how to do lead gen because it is a science, and it doesn’t have to be me. Just be smart enough to know how dumb you are with marketing. Hugh: Tom, thank you for the gift of your time. I thank you, and my listeners thank you. This was so great. Tom: Thank you. What a pleasure. I look forward to continuing the conversation. Cheers.