Takeaways
- Leadsology: the science of being in demand.
- Tom says that when we’re marketing, it’s like we’re proposing. Inbound marketing is that first date. It makes an offer after we know they have an interest.
- On average the majority of people don’t make an inquiry until the fifth exposure to your brand.
- Tom says that some ways you can get that exposure to your brand is podcasting, blog posts, LinkedIn articles, webinars, PDF guides, challenges, summits, giveaways, Facebook groups etc.
- 3% of your audience are seekers (ready to buy right away); 12% are explorers (5 exposures to your brand); and 85% are wonderers (no intention to buy).
- Tom’s qualifications for a potential client call: agree they can afford to work with him, the timing is good to start, they will watch the webinar prior to starting.
- Tom says he has a $25,000 coaching package on his site. Sure there is a goal to have this sold. “How many $50,000/month packages will you sell if you don’t have one”–such good logic. There are people out there that have plenty of money. Not only will this price anchor your other offers, but it will allow someone to actually buy that big ticket item. You’ll never sell it if you don’t offer it!
- Tom says:
- the best audiences are other peoples audiences.
- the best asset is a webinar.
- the best call to action is a consultation.
- Mistakes Tom has seen people make when trying to get leads:
- 1. Proposal at first site: practicing outbound marketing when inbound marketing is what they need.
- 2. People don’t want to market themselves correctly.
- The key to fulfilling your destiny is using what you WANT to do to make money.
Highlights
- (1:26) A little more about Tom Poland.
- (3:05) What is Leadsology?
- (4:57) What is inbound marketing.
- (5:30) The Hugh Jackman story.
- (9:20) The difference between inbound and outbound marketing.
- (10:38) Ways to get your brand in peoples brains.
- (11:50) The 3 different types of audience.
- (13:37) How to take wonderers and shift them too explorers.
- (16:06) How Tom qualifies people before they get on the consult call.
- (18:18) The Bear & Honey analogy: The great thing about content marketing.
- (20:08) Attract quality people to you.
- (21:28) Tom’s $25,000 a month coaching price.
- (25:10) How to attract those premium buyers.
- (29:08) Mistakes Tom has seen people make when trying to get leads.
- (34:10) How Tom fills his webinars.
- (35:10) What is one of the best books Tom has read?
- (36:09) What does it mean to Tom to make an impact?
Quotes
“People have to trust you before they purchase.”
“We’ve gotta give people some good quality content.”
“If you give the wonderers great content…you’re going to shift them from a wonderer to an explorer.”
“Good marketing results in confirmation.”
“No means no.”
“How many $50,000/month packages will you sell if you don’t have one?”
“Engage in a marketing method that when you wake up in the morning you look forward to.”
“Back yourself: back your instincts.”
“Get help.”
“Stop chasing shiny things.”
Resources
Books Mentioned
80/20 Principle by Perry Marshall
Tom’s Books:
Inbound Marketing Book by Tom Poland
LEADSOLOGY: The Science of Being Demand by Tom Poland
Connect with Tom Poland
Websites:
Watch Full Episode:
