From the archive: This episode was originally recorded and published in 2020. Our interviews on Entrepreneurs On Fire are meant to be evergreen, and we do our best to confirm that all offers and URL’s in these archive episodes are still relevant.
Tom Poland is a multiple best-selling author who has spent 39 years as a sales and marketing professional. He is a specialist in generating the highest quality, inbound, new client inquiries. He lives in Castaways Beach, Australia and is voluntarily married.
Tom’s Scheduler – Book a convo with Tom! (Sorry! This link was active when this episode was first published in 2020 but is no longer an active offer.)
Leadsology Marketing Webinars – Get More Clients In Only 1 Hour A Month!
Leadsology e-Book – Generate Demand For Your Products And Services With This Paradigm Shattering Model For Authentic Lead Generation.
3 Value Bombs
1) Marketing is where you generate the leads, and selling is where you convert the leads.
2) The biggest obstacle is having an audience that has already experienced the offer you have from someone else – and they had a bad experience.
3) The great thing about marketing is that it puts an offer in front of someone who is already looking for that offer, and selling tries to convince them that the offer is a good proposal.
BELAY: Learn how to make the most of your time and maximize your results with BELAY’s free offer! Download Your Personal Guide to a Productive Work Week, today! Just text FIRE to 55123!
**Click the time stamp to jump directly to that point in the episode.
Today’s Audio MASTERCLASS: How to Generate a Weekly Flow of Inbound, New Client Leads with Tom Poland
[1:21] – Tom shares something interesting about himself that most people do not know.
- Back in September 2016 he had a brain hemorrhage. He survived and is currently thriving.
[2:13] – Tom talks about the benefit of Leadsology, a best-selling trilogy he wrote.
- Leadsology is having the tools in place and having qualified people who wanted to know more about you.
[3:23] – Tom defines the distinction between marketing and selling.
- Marketing is where you generate the leads, and selling is where you convert the leads.
- Nothing happens in the business until something is sold, and nothing is sold until the lead is generated. Quality Lead Generation is essential to starting a business.
- Selling is what you have to do when your marketing is not doing well, while marketing sets up the sale for you.
[6:07] – Tom talks about the difference between inbound and outbound marketing.
- Outbound Marketing invites someone to inquire before they’re even interested in your product.
- Inbound Marketing invites someone to inquire after they’ve already expressed interest in your product.
[8:31] – Tom shares his 3 Part Marketing Model.
- 3 Elements of a Marketing Campaign:
- Audience – people get your offer. Good for Inbound Marketing
- Asset – you have to have means to get your asset out. Good for Outbound Marketing.
- Call to action
[11:43]– A timeout to thank our sponsors!
- HubSpot: HubSpot CRM’s powerful tools will help marketers WOW prospects, sales teams lock in deals, and service teams improve response times and overall service. Get started for free at HubSpot.com!
- BELAY: Learn how to make the most of your time and maximize your results with BELAY’s free offer! Download Your Personal Guide to a Productive Work Week, today! Just text FIRE to 55123!
[14:21] – Where can you find a source of leads and prospects that are high quality but low in cost?
- You can buy a list
- Use Social Media
- Put up a Billboard
- Leverage other people’s network – the best source
[16:31] – What is the best way to get your message out to an audience?
- The best way to get your message out: a Webinar.
- Having a demonstration is important.
- Establish a brand.
- Be genuine with your clients.
[21:13] – Tom shares the biggest obstacle in the final buying decision, and then breaks down how you can mitigate or eliminate that obstacle
- The biggest obstacle is having an audience that has already experienced the offer you have from someone else – and they had a bad experience.
- People fear risks.
- You can eliminate the obstacle by earning the trust and confidence of your audience.
- Do not ask for outright payment from your audience.
[25:54] – Tom’s parting piece of guidance.
- The great thing about marketing is that it puts an offer in front of someone who is already looking for that offer, and selling tries to convince that someone the offer is a good proposal.
- Tom’s Scheduler – Book a convo with Tom! (Sorry! This link was active when this episode was first published in 2020 but is no longer an active offer.)
- Leadsology Marketing Webinars – Get More Clients In Only 1 Hour A Month!
- Leadsology e-Book – Generate Demand For Your Products And Services With This Paradigm Shattering Model For Authentic Lead Generation.
[29:16] – Thank you to our Sponsors!
- HubSpot: HubSpot CRM’s powerful tools will help marketers WOW prospects, sales teams lock in deals, and service teams improve response times and overall service. Get started for free at HubSpot.com!
- BELAY: Learn how to make the most of your time and maximize your results with BELAY’s free offer! Download Your Personal Guide to a Productive Work Week, today! Just text FIRE to 55123!
Boom. Shake the room. Fire Nation, JLD here and welcome to Entrepreneurs on Fire, brought to you by the HubSpot Podcast Network, the audio destination for business professionals with great shows like Marketing Against the Grain. Today we're pulling a timeless EOFire episode from the archive, so the giveaway may not be active and we'll be breaking down how to generate a weekly flow of inbound client leads. To drop these value bombs, I brought Tom Poland into EOFire Studios. Tom is a multiple bestselling author who has spent 39 years as a sales and marketing professional. He has a specialist in generating the highest quality inbound new client inquiries. He lives in Australia and is voluntarily married In today Fire Nation.
We'll talk about how marketing is where you generate leads. Selling is where you convert the leads and so much more. And the big thank you for sponsoring today's episode goes to Tom and our sponsors Business Made Simple hosted by Donald Miller is brought to you by the HubSpot Podcast Network. The audio destination for business professionals, Business Made Simple takes the mystery out of growing your business with episodes like How to Get Out of the Day-to-Day Operations Without Crashing Your Business. Listen to Business Made Simple. Wherever you get your podcasts, did you know that most leaders waste up to 70% of their time on tasks they shouldn't be doing in the first place? It's time to delegate those routine tasks to a Belay VA. Learn how to make the most of your time and maximize your results today.
0 (1m 27s):
Text Fire to 55123 to download your free guide to a productive work week. Tom, say What's up to Fire Nation and share something interesting about yourself that most people don't know.
1 (1m 46s):
Hey, what's up Fire Nation? Something that's kind of interesting that most people don't know is that in September, 2016, I had a brain hemorrhage and 50% of the people who have this particular type of brain hemorrhage died. And there was another 41% that are permanently brain damaged. And I had three of the suckers over 10 days. And I had not only survived, but I'm thriving. Wow,
0 (2m 11s):
That is something I definitely did not know. And you are thriving Tom in Fire Nation. That's exactly why we brought him on the mic today, cuz as I shared during the intro, we're gonna talk about generating a weekly flow of inbound new client leads. And Tom, you've written a trilogy of bestsellers on ology. So let's start with you sharing the benefits of ology.
1 (2m 37s):
Best way I can do that is to paint a picture. So let's, let's paint a picture. What changes in your life when someone puts this into place? It's pretty simple. Let's, let's take, let's take Monday morning, you wake up, you sip in your coffee, you open your laptop or tablet or whatever you are using, and you see bookings that have come in from people who are highly qualified, who wanna know more about working with you. That's the scenario. And you haven't had to chase them. You haven't had to leave messages, you haven't had to follow up with emails. They have booked a time to have a talk with you about becoming a client. And when you have that meeting with them, there's not gonna be any convincing. There's only gonna be confirming because they've already pre-educated, pre-motivated, pre-qualified in terms of working with you.
1 (3m 18s):
They just want you to tell 'em that is the right thing to do. That's, that's the outcome, that's the benefit of ology.
0 (3m 24s):
I mean, Fire Nation, that's the dream. I mean, you want to create a business, you wanna create a system, you wanna have the tools in place where you're waking up and having qualified people that want to know more about you, that want to consume your content, that want to work with you. And now you've made quite a distinction, Tom, between marketing and selling. So first define the two and then break down this distinction.
1 (3m 48s):
Marketing is where we generate a lead and selling is where we convert it. And as someone quite quite right, you said, nothing happens in a business until something is sold. So un until you've got a prospect and you've converted that person to a client and they pays some money, we don't have anything. We, we can't do anything. We can't do our research development, we can't pay suppliers, we can't even pay ourselves. So true. Nothing happens in the businesses. All something is sold, but nothing is sold until a generated. So lead gen is at the point of the pointy end of any business. If you are not generating leads, and if you don't have predictive control over the generation of not only the quality but the quality of those leads, then your future is, let's, let's prove is precarious to say the least.
0 (4m 32s):
So let's make that distinction between marketing and selling. I mean, you just went ahead and kind of defined the two and what the differences are, but what exactly do you wanna make sure Fire Nation gets when it comes to their marketing and then when it comes to their selling, like, what's that process look like?
1 (4m 48s):
So what I want people to get is that essentially what Peter Drucker said, the great management guru, he said, you know, the goal of the goal of marketing is to make selling redundant. The way I say it is that selling is what you have to do when your marketing sucks. And I cut my teeth selling life insurance as, as a, you know, as a 21 year old, over 40 years ago, I was selling life insurance. I would wake up every Monday morning and call people didn't wanna hear from me. I had to be incredibly good at selling because my marketing absolutely sucked. So all the people going to the sales conversion courses and the sales training courses and the whatever type of latest and greatest, you know, arm twisting ways to close the sale today, they bec all become redundant and irrelevant if you get really, really good at your marketing, because marketing is gonna set it up so that effective marketing will set it up so that people want to actually work with you before you've actually spoken with them one-on-one at all.
1 (5m 37s):
And that, that's the big distinction is first of all, unless you've got lead gen under control, selling is completely pointless because you've got no one to convert, right? You've got no leads coming, you've got no prospects. And and secondly, when you get really good at your marketing, you don't need to do any selling anyhow. If, if I've done the marketing right, people aren't gonna say to me, well, I I need to think about it. If I've done my marketing right, people won't say, well I can't really afford it. If I've done my marketing right, people are gonna be motivated and wanted to go. So the consults I have with clients is not about convincing because convincing is selling. It's about confirming, because I've done, hopefully I've done the, the marketing right in the first place.
0 (6m 15s):
Yeah. It's basically, where do I sign on the dotted line? I mean, that's when you know you've done your marketing, correct. Fire Nation and Tom, your last book, you really focus on inbound marketing. So let's kind of break down the difference between inbound and outbound like we did for marketing and selling.
1 (6m 31s):
Okay, well let's, first of all, let's clear up a bit of a, a misconception. A lot of people think that if you're doing outbound marketing, that must be like direct mail because you're reaching out to people and so on and with an offer. Whereas inbound must be like you're setting up paper click or whatever. The reality is that the medium has absolutely nothing to do, whether us type of marketing is inbound or whether it's outbound, it's all about the sequence. So let's look at that. So outbound marketing invites someone, you know, maybe you're a consultant, maybe you're not selling things online or maybe you are, it doesn't really matter. But outbound marketing invites someone to, to make an inquiry or to buy something before that prospect has indicated any interest in your type of service.
1 (7m 13s):
For example, your advertising golf clubs is half price. Come into the store, get 'em folks, that's outbound marketing. We dunno if the readers of that newspaper or the listeners of that radio show or TV show, whatever, we dunno if they have an interest in golf clubs, that's outbound marketing, here's the offer. Come get it, act on it. Now, inbound marketing by contrast, invite someone to make an inquiry after you know that they have an interest in your type of service. For example, this interview would be a classic example of inbound marketing. People listening to this interview are interested in growing the business. The most important way to grow your business is to get effective inbound marketing systems in place. So, so I know that there is a much higher probability that listeners to this podcast will be interested in inbound marketing and therefore will, will likely respond and make an inquiry when I give them a call to action at the end of the interview than if I was to send say, a million direct mile pieces out.
0 (8m 8s):
Fire Nation, inbounds marketing, outbounds marketing. This is what Tom's breaking down for us right now. Because guess what? This is the decisions that you're gonna have to make on a day-to-day, week to week, month over month basis on, hey, how do I want my business to be run? What kind of people do I want to be interacting? Where do I be, be spending my time, my advertising dollars, my paid marketing funnel where I want that directed? And as Tom said, he's decided that, you know, he wants to focus Elise's time today with us here on Entrepreneurs on Fire because of this very fact that he was just breaking down over the last little part. Now, one thing that I'm pretty fascinated by personally, Tom, is your three part marketing model.
0 (8m 49s):
And I really wanted to bring you on here today so you could break that model down for Fire Nation. So take it away.
1 (8m 55s):
So whether it's outbound marketing, rebound marketing, and we'll need to definitely talk about which, which sort, which Styler marketing outbound or rebound is best for different folk. But regardless of which one you're choosing, each, each, each marketing campaign has three elements to it. One is an audience. You've gotta have listeners, viewers, you've gotta have people to get your offer to, to get your message about your magic out to. So you've got new audience. The second one is the asset. You've gotta have a means through which to get the asset out. A medium if you like, whether it's a podcast, a blog, a TV show, radio show, a billboard, radio ad. There's, there's, there's multitudeness, different ways you can find audiences.
1 (9m 37s):
There's multitude of different assets you can use. I've mentioned a few of them. Books, conferences, workshops, webinars and so on. And finally, in addition to the audience and the asset, you've gotta have a call to actions. So the other three, as of every single marketing campaign, gotta have audiences, gotta have an asset, and you've gotta have a call to action. Strategically, that's what all marketing consists of those three things.
0 (9m 59s):
Before we move on to the next parts, let's just kind of focus on these three things. And I know we're gonna kind of break them down a little bit here, but what exactly do you think people need to focus on within this three-part marketing model when it comes to audience, when it comes to asset, when it comes to call to action, give us one quick takeaway for each and then we'll kind of move into a more in depth with each of the three.
1 (10m 21s):
Depends if you're gonna do inbound or outbound. And if you are marketing physical products, then you can do outbound marketing. So, so therefore your audience could be newspaper readers or radio listeners. It's just, it's an advertisement and there's the product, come get it. If you're doing inbound, then you need a completely different type of, of medium you need something without, with with, with physical products, you can get away with what's called broadcasting with services or ideas that are costing on average thousands of dollars or more. You need narrow casting. So those mediums, those audiences, the radio listeners, TV listeners find for outbound, not so good for, for inbound.
1 (11m 2s):
So that's the first sort of step to break down the audiences in terms of assets. If we look at an advertisement or radio paper, sorry, in a radio or a newspaper or tv, whatever, that's fine for, for for outbound for the physical commodity style products. But again, not much good for inbound because it's not focused enough. But we can talk about more detail. What would be best of course for inbound Pete Folk and the call to action. Call to action can be anything from go buy this product to reach out and book a conversation with me.
0 (11m 34s):
So Fire Nation as promise, we are going to be delving deeper into each one of these three parts of this marketing model. But first I'm gonna take a quick break to thank our sponsors. We all want the same things for our business. More leads, faster sales and better insights so we can serve our customers at the highest level. One thing, we all don't want to waste time and money trying to figure these things out. So, what's the solution? A CRM that's easy to set up and customize sounds too good to be true, right? But this CRM exists, and it's called HubSpot. What sets HubSpot apart is it's easy to use and integrates instead of wasting days or even months trying to figure everything out. HubSpot gives you tools like their AI content assistant, which helps you save time on tedious manual tasks right away looking to step up your game with email broadcast and landing pages.
0 (12m 20s):
HubSpot's drag and drop builder makes it easy to create attention grabbing emails in pages in minutes, and that's only the beginning. HubSpot has 1300 plus integrations that you can add for customization like you've never seen before. HubSpot CRMs powerful tools will help marketers wow prospects, sales teams lock in deals and service teams improve response times and overall service. Get started for free at hubspot.com. That's hubspot.com. Did you know that most leaders waste up to 70% of their time on tasks they shouldn't be doing in the first place? You know, like managing routine details, scheduling meetings, replying to emails and processing reports. If this sounds familiar, then I have the solution for you.
0 (13m 2s):
It's time to delegate those routine tasks to a Belay VA. It's time to take back your time and spend your days casting vision, growing revenue, and scaling your business. Instead. Belay has been helping entrepreneurs scale and succeed for over a decade through fractional, highly vetted US-based virtual assistance bookkeepers and social media managers. It's time to give away the administrative tasks so you can start accomplishing more and juggling less with belay. And to help you get started, belay is offering Fire Nation their resource, your personal guide to a productive work week for free. Learn how to make the most of your time and maximize your results today. Just text FIRE to 55123 to download your free guide to a productive work week.
0 (13m 47s):
So Tom, we're back and you know, we've gone through your three part marketing model, you've given us a nice little taste of audience, of assets, of call to action, but now let's go deeper. Let's really dive into this because as Fire Nation knows, as you know, we need an audience, which is also known as a pool of prospects. So where can we find a source of prospects that's both high quality and low cost?
1 (14m 14s):
Yeah, great question. High quality, low cost. Why wouldn't you want that? So let me, let me just put this in the context of inbound marketing. So these are bec because I have to do that to be more, to be more specific, to be more helpful. So inbound marketing people that are, are selling ideas, services, perhaps software as a service. But the business coaches, the consultants are training assess developers, financial planners, people marketing programs, courses, et cetera. When, when you look at your audience options, there's, you can buy a list, not a great idea for inbound, fine for outbound, you can use social media, but social media, the problem with that is that it's terrific for keeping the brand of the brain until people are ready to buy.
1 (14m 56s):
But it's not so good for that call to action, which is come book time to have a chat with me. You could put up a billboard and the radio, you know, people, people driving along the freeboard will look watching the bill, looking at the billboard that there's an audience there. But the very best audience, there's, and there's two of them by the way, that are almost neck and neck, but the very best audience is what I call opn, other people's networks. And if you wanna drill this down, there are particularly North America, there are probably tens of thousands, certainly thousands if not tens of thousands of people who have emailed us tribes, if you like, networks or followers who listen to the per the owner of that email list. And that is a completely free source of higher quality prospects.
1 (15m 39s):
That's completely inexhaustible. If you put those three things together for an audience characteristics, completely free, high quality rinse and repeatable and exhaustible, there isn't a better source of prospects than anything that tick those three boxes. So the best audiences, o p n, other people's networks, you have to figure out, of course how to establish such a high level rapport and respect with the owner, those emailers that they would want to promote your asset. But that is, that is the ultimate source of prospects.
0 (16m 9s):
So now that we've gotten a good handle of where these high quality, but at the same time low cost prospects are, we've got this pool of prospects and we feel good about them, what do you think the best way to get our message out to this audience is? Great
1 (16m 24s):
Question. Again. So, so the best asset, and again, we've got lots of options here. I mean, you could write a book, I, I've got five books sitting in Amazon and I get leads from that, but that's a lot of work and it's a little bit of money involved as well. You can do the radio ads, et cetera, but they just flat out won't work for inbound marketing. The let's cut to the chase for the sake of time. The very best asset is having a group of people that you present to. Now you can do that offline, a bit difficult right now with Covid 19, but the very best thought, regardless of whether it's Covid nineteens around or not, is actually the webinar, the online meeting. Because you can, you can run 'em almost completely free, virtually you can reach to Pete out to people who are in the building next door on the other side of the world.
1 (17m 9s):
It's incredibly efficient. I mean, my commute to an online meeting is from my special machine,
0 (17m 14s):
Sit down the hallway,
1 (17m 17s):
You know, to, to my computer. And you can have literally thousands of people on a, on a, on a webinar. Although with, with people of tagging execs, we train them how to do smaller zoom style meetings, what we call boardroom briefing. So, so there, there's so many boxes that the online meeting ticks, as I said, particularly in the with Covid 19, but there's so many boxes that are ticks that it's, it is insanely by far the best combination of efficiency and effectively in terms of getting a message out. Now it's not just, it's not like say a training webinar or something. The way we position ours is demonstration because we're all sick, sick of the, we're all sick of the free training webinar. Now that turns out to be a half hour sales pitch, right? So, so we don't wanna do that to people.
1 (17m 58s):
We wanna have your audiences impressed with your brand that you gave them value, that you educated them and the right one sure we're motivated to reach out and book a night of chat with you. So it's a demonstration of how you work with your clients. Because when you think about that, that's a very, first of all, you set yourself apart from all the, the, the shysters and, and the the hype people out there saying, Hey, come along with a free training, blah, blah, blah. And it's just a sales pitch. No, this is the demonstration of how you work with your clients and it's gotta be done smart. You know, there's eight objectives we wanna achieve, including education, qualification, inspiration, so on. So it's gotta be done well, but let's just assume you've got a fantastic PowerPoint. People love your presentation and you've got hundreds of people registered for, for your event, then you can do all your marking for the whole month and one hour with that presentation.
0 (18m 47s):
I love how you've shifted that to a demonstration or you know, a shorthand version of a demo. I mean, to me, Fire Nation is just like, Hey, come see how we use things, come see how we work, come see what's working for us, and let me just walk you through that process. And again, then it doesn't turn into this, you know, quote unquote, come check out this webinar that turns out to like, oh, here's two quick little strategies, then here's 45 minutes of, you know, buy the next step, which is gonna get you all of the things. Go ahead Tom. Yeah,
1 (19m 19s):
It's just stupid and it's, I mean, okay, the, the North America is a massive market, so you can literally do a whole lifetime and not run into the same person twice almost by doing that. But if you believe in, even if you believe in reaping what you sow or calm or anything do unto others, et cetera, if your audience's very first exposure to, let's say, not your audiences, but an audience is very first exposure to a brand is deceit, is what a marketing potentially call bait and switch. I told you it was gonna be a training webinar, eh, guess what? Surprise, it's actually a sales pitch. If that's the very first exposure to a brand, it's not gonna get any better after that person buys from their brand owner, right?
1 (19m 59s):
So by positioning it as a demonstration, it's a very clear, honest and transparent value proposition and everyone feels comfortable with that. Everyone, you know, via financial planning, clients, for example, are very conservative people. They, they, they're just not gonna feel comfortable about anything else other than that's honest, direct, open and transparent. Second point is, in addition to establishing your brand as being different and reputable and reliable, you're actually getting the people there that are interested in how you work with your clients. That's really important. So maybe you have, you know, maybe you have three or 400 webinar registers instead of the thousand. You could have got if you tried to BS everyone, but the ones that are there are the ones that are genuine. You wanna know how you work with your clients
0 (20m 41s):
In Fire Nation. People buy and invest with others that they know, like, and trust. And so you wanna start off that relationship with the no like, and trust and see it all the way through. And Tom, I would love for you to take a step back now and share what you consider the biggest obstacle of that final buying decision and then break down how the heck can we mitigate or even eliminate that obstacle.
1 (21m 6s):
The biggest fear that almost everyone has, the biggest obstacle is that you are gonna be like the others. And what I mean by that is that are bits of dollars to donuts that your audiences have had past experiences of people that are offering something similar to what you are offering. And that experience as a resulted in disappointment because they've handed money over and two months later, all they've got to show for is an empty bank account balance. And by God, if it's true anywhere, it's true with marketers, that's for sure. And I'm a marketer, you know, Seth Gordon wrote that book, all marketers are liar. Thanks Seth. Not helping my brand, But, but it's true. You know, people have, and I'll just focus on me for a moment, but people can make the, the leap to your own, whether you're a coach or a financial planning or people, higher coaches got no result.
1 (21m 50s):
People higher financials got poor result, lost money or whatever. So people are having their unconscious mind this fear of losing this, this, this, this risk. So what we have to do some point in that presentation, we have to take that obstacle away. So what are, in my case, what are most people used to? They're used to people saying, trust me, marketers, you know, online courses, whatever, trust me, give me your money and I'll show you how to get new clients on board. And I've handed money over for a course or a program or coaching or whatever. And as I said two months later that we'll have had to show Foria bank account balance. So, so what you need to do is you need to remove the obstacle. The way we do that is we say, look, don't trust me. And that gets a reaction, right?
1 (22m 31s):
They go, ah, what do you mean if we're gonna work together? Don't have to trust you. I say, well, let ask you a question. Have you, have you trusted people before? Give your money. Who said, give me your money and I'll show you how it all works. Yeah, I have. And well, what happened? He said, well, I lost my money. Okay, how many times did you do that? And they often go 5, 6, 7 times. So I've got audiences members who have literally paid two other marketers like more than six figures. And if I'm just another guy and a long queue of guys that are saying, trust me, give me your money, I'll show you. Guess what they're gonna unconscious is gonna go, I don't think I wanna do this. And even if they don't rationally know why they don't trust me, it it's, it, they're not gonna move forward because they're paralyzed with, with the threat of risk of losing their money. So when I say, don't trust me, don't gimme your money, they say, huh, what do you mean? They say, well look, here's, here's what we'll do.
1 (23m 12s):
We'll work together for 30 days. I'll meet with you every single week personally in small, small zoom groups. I'll give you full access to all of our intellectual property, all of our modules, all of our methodology. I will hold nothing back, but don't pay me any money because I don't want you to have to trust me. And if at the end of 30 days you think I'm the real deal and that this is gonna be terrific for your business and your service and your prospects, then yes, I would like to start paying me please. But right now I don't want you to have to trust me. I want to, so in other words, you've gotta remove the obstacles. So what are the obstacles in the minds of your audiences? Is it paying money upfront will eliminate it? And people say to me, Tom, aren't you gonna get ripped off? And I say, well look, if I was, if I was doing another sort of marketing medium, if I was just doing maybe Facebook adsd say, Hey, dive into y methodology for 30 days completely free, then yeah, I'd get ripped off because that's, but my people, my prospects, think about this.
1 (24m 7s):
If you are marketing through my system, you're marketing through other people's email list and you're running online meetings, then you have a call to action where people say, you know, okay, reach out and have a book of consult with me. Your prospects have been on someone else's email list, having Reg subscribed registering an interest and, and, and a similar subject. They've registered for your online meeting, they've turned up to your online meeting, which are two different things. They've stayed to the end. Most people will, if you've got a great presentation, but not everyone, they've reached out and booked a consult, they've turned up to the consult. We're talking about people who want this to work. Now, whether you're a financial planner or a consultant, if, if your prospect goes through exactly the same series of filters, then you're only gonna be talking to people A want you to confirm that moving ahead is the right thing and b, what'll actually implement everything you've got.
1 (24m 55s):
Not just download it and rip you off
0 (24m 57s):
Fire Nation. You have just received a demonstration of what works. And again, it goes to the core. It really cuts at the WIC of what is your biggest pain point, your biggest obstacle, your biggest challenge that your ideal customer or client faces? And how can you remove that? How can you take that away so that they can move forward with you and then you can prove to yourself that you've earned and you deserve that no alike and trust. And Tom, you have dropped so many value bombs to all this episode. So, let's do this. Give us what you consider the key takeaway that you wanna make sure that Fire Nation really gets from everything that we talked about today.
0 (25m 39s):
Then take a second, tell us more about you, what you have going on, how we can connect with your content and anything that you have for us here today. And then we'll say goodbye.
1 (25m 47s):
What great marketing does is it puts an offer in front of someone who's already looking for that offer. And what selling does is try to convince everyone that that offers a really good idea. And, and so let me, let me, let me, let me give you a little metaphor to illustrate this. You imagine a forest and there's a hundred sleeping bears in the forest, they're grizzly bears so that they can be mean buggers and we magically know somehow three of them are hungry for honey. And you've got a pot of honey and you want the bears to beat your honey, but you dunno which three of the hundred bears are hungry ones. And so obviously the bears are a metaphor for prospective new clients. And the honey is a, is a metaphor for, for your productal service, you've got a couple of options. You can get a big, long sharp stick and you can go and poke every single bear in the bar and wake it up and wave the honey pot in front of your nose.
1 (26m 30s):
Now if they're one of the hungry ones, they'll probably eat the honey and not you. But if they're not, if they're one of the 97 that wasn't hungry and you just woke them up, they're gonna be really pissed off. So you better be good at running, right? So that's selling does, that's what cold calling does. That's what 10,000 direct mail letters is doing. Making an offer to people. We have no idea if they're hungry for the honey or not. You just, you just go out annoying people. So what inbound marketing does is it puts the honey pot outside the forest and the hungry bears wake up cause they start dreaming the, you know, swimming at honey or something and they come outta the, that's in Bow marketing. And that's what I want you to understand is, is effective marketing puts an offer in front of someone who's already looking for that offer.
1 (27m 13s):
That's what we're after. So wrapping up, the best thing folk can do is book a conversation with me. They can go to www.ineedinbound.com/fire and find a time. We'll, we'll see if this is right for you or not.
0 (27m 31s):
Fire Nation, these are my favorite calls to action. I mean, you are literally gonna be able to have a conversation with Tom or somebody on his team and find out, hey, is this a fit? Is this something that's gonna work for me and my business? You're gonna have that answer by the end of that time. So visit, ineedinbound.com/fire. So, Fire Nation, just take it all in. Take all these value bonds from Tom, decide if your business could use some of these high-quality low-cost leads. And hey, if you wanna have a conversation with somebody like Tom who is best in show at doing exactly this stuff, then go book that consultation. Go have a chat and go see if it's the right fit for you.
0 (28m 12s):
I really wanna make sure that you find Ally getting outta your comfort zone and taking action to do things that are gonna improve your life in your business. Because listen, you're already taken action by listening to this podcast cause’ you know that you're the average of the five people you spend the most time with and you've been hanging out with TP and JLD today. So keep up the heat and head over to eofire.com type Tom and the search bar and our and the show notes page will pop up with everything we talked about today, links to everything, but of course your direct call to action Fire Nation. I need inbound.com/fire. Tom, thank you brother for sharing your truth, your value, your knowledge with Fire Nation today. For that we salute you and we'll catch you on the flip side.
0 (28m 57s):
Hey, Fire Nation, today's value bomb content was brought to you by Tom and Fire Nation. I have a treasure trove of free courses for you. I teach how to podcast, how to create funnels, how to come up with your big idea and they're all free. Visit eofire.com/resources to start learning today and I'll catch you there Fire Nation, or I'll catch you on the flip side. Business Made Simple hosted by Donald Miller is brought to you by the HubSpot Podcast Network. The audio destination for business professionals Business Made Simple takes the mystery out of growing your business with episodes like How to Get Out of the Day-to-Day Operations Without Crashing Your Business. Listen to Business Made Simple wherever you get your podcasts.
0 (29m 40s):
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