Posted by Martin Thu, March 14, 2019 21:04:11
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.
Marketplace has become a lot more sophisticated in terms of what they'll believe. So it depends how far we go back. We could roll the clock back a couple of hundred years to, you know, someone in the wild west selling bottles of snake oil off the back of their, their wagon, goes through to the 1950s where there was a lot of fear and desire used in marketing. And scarcity. And that scarcity rolls through to 1980s, 1990s, two thousands, where now we have infomercials with the offering free steak knives, countdown timers orders, or first 100.
So, so that started, our marketing is continuing. I wouldn't say it's been replaced, but I think when we're looking at a sophisticated buying market place, such as perhaps management consultants or executive coaches, corporate trainers, financial planners, my market, there are a hell of a lot more sophisticated in that. They're not going to buy, I'm not going to put $18,000 down for a program just because they're going to get a free set of steak knives. They don't tend to respond to scarcity tactics, which are almost always manufactured. And it's just not the first Rodeo. You know, we're talking about people in the 50, perhaps 40, 50, 60, sometimes 70 years old and they've been through so many pictures that they are sic of them. And they smell bullshit about a hundred miles away. And so when they're presented with a value proposition, which is clear and honest and transparent and that makes sense, they tend to be far more responsive to that than they would be any fancy pants formula as such.
I think one of the defining characteristics of Leadsology is that the leads are coming in. I'm not chasing leads, so we're not doing any cold calling, tele marketing. We're not sending out 10,000 direct mail letters. We're not going to business networking meetings. All of this is what we call outbound marketing with Leadsology is inbound. So we are creating... The best way I can describe it if you, the best analogy is if you could imagine a forest full of 100 sleeping bears and we know that three of those sleeping bears are hungry, but we don't know which three are hungry. So what traditional sales does is, it would go running through the forest with a sharp stick jabbing each bear and the bum one by one and waking the bear up and kind of waving the honeypot in front of the nose of the bear and if the bears hunger exceeds its anger, it heats the honey and not you. So thats traditional outbound sales and marketing. In other words, we are disturbing a lot of people who we don't know if have a need for our product or service. The Leadsology philosophies that we take that same honeypot, and we're just placed it outside the forest and then those beers that are hungry, will wake up, because they smelt the honey, and they'll come out of the forest. So that's metaphorically speaking, the difference between traditional outbound sales or marketing versus inbound. Because we are only wanting to meet with people who've expressed an interest in what we have. It's much more efficient, and as much more effective. There's 10 parts to the Leadsology model. So there are 10 elements to what generates a systematic weekly flow of inbound leads a week in, week out. Um, so there's, you know, if we look at just the first four parts, there's the magic. So someone's has to be able to offer a service which is transformational. The needs to be a measurable and significant improvement in the client's results. Otherwise it's incredibly hard to market. Um, so that's the magic. The second thing is the market. We have to be absolutely clear about who the ideal client is, a, what I call the beachhead, which is another little metaphor about which part of the market that we're going to target on. And then establish, systematically and predictably, our marketing results as well as our value delivery. So we confirmed that with very good at those two things prior to expansion.
So there's the magic, the market, uh, the message, which is what do, what does our ideal client have to hear or read about our magic that would get cut through and would want to want them to know more. And then finally there's the mediums. The mediums answer the questions, well, how are we going to get the message about our magic out to the market? So that are the first four parts of the model and the, I would argue the most important parts. So you can, you can pay a little attention to the other parts of the model and still get good results, but ignore any one of those four parts and you're doomed to failure. You just going to struggle. And you might be wondering why, but, but it will be because you've neglected one of those four elements. The magic, the market, the mediums or the message.
So to be less cryptic, um, marketing, the Invisible and Leadsology is such, is quite prescriptive. It's very precise. And in my recommendation is that no one said, and I can't remember who said it, and he said, if philosophers or people who know less and less about more and more until that know nothing about everything, where a scientist, the people who know more and more about less and less until they know everything about nothing. And Leadsology is more of a science than a philosophy. So it's quite, there's a very, is a narrow part of the, of the marketplace that it applies especially well too. But for those people that it does apply to works extraordinarily well. And you, you often get that in marketing, that the more narrow you are and your focus, then the deeper the impact. People say, the smaller the niche, the bigger the market, that type of thing.
Um, so it was Leadsology to put some, put some flesh on the bone, sort of speak. We talked about inbound leads. I've talked about systematic, predictable and so on. What it looks like, uh, in, in, in which we bring the whole thing to life. If we move from the principles, which we've talked about to the prescription, we run online meetings for people who have an interest in learning about our services. The management consultant, executive coach, a corporate trainer, financial planner. That's what we're doing - is we are running a very smart but very transparent, very honest and very direct value proposition that says "look (in my case) if you want to see how independent professionals from London through New York to Sydney are generating high quality inbound leads every week than come along to the online presentation." So that's pretty prescriptive. If someone isn't interested in our presentation, then they're filtered out. If the time is not right, they're filtered out. Um, so, so it's very prescriptive. It's not an online, it's not a free online training. It's a demonstration.
So once we put that that online presentation together and there's a sequence to that, in my latest book Leadsology Marketing Invisible, I outlined what I call the persuasion sequence. So we want to lead people through and we wanted both speak to their unconscious as well as the conscious. And the persuasion sequence is designed to do that. Classic mistakes that people often make with presentations be they online or offline, is that they'll file to speak to the unconscious. So when I speak to the unconscious of people, I talk about waking up on a Monday morning, opening up your calendar online and feeling a smile spread across your face as you look at your calendar and see a number of bookings made by people who want to talk about becoming a client. So that will wake up something in the unconscious mind of my ideal client who is highly desirous of that experience. Wake up on a Monday morning. Feel the smile across their faces, as they drink their coffee, seeing bookings from people who are interested in becoming a client. And we can go on. And those, those people know how much your fees are and they regard you as being, if not one of the most highly desirable suppliers, quite probably the only supplier of choice.
But having woken up the unconscious and you'll notice it if we're at the stage of the presentation, we're about a quarter of the way through the presentation. We haven't been talked about a solution yet. Um, we then have to talk about the things that don't work. If we are wanting to experience that reality, you're waking up in a Monday morning checking the calendar we have to talk about the things that don't work. Because we've got to eliminate from the mind of the audience other options that are less effective or that are less efficient.
Eventually the presentation will get to the demonstration. And the demonstration satisfies the conscious mind. Because it explains in simple and clear terms how your solution works. The first half of the presentation was about the unconscious. The second half is about the conscious. So very often people will go into the conscious explanation of how the service works before they've uncovered, satisfied the unconscious mind. So we haven't woken up any dormant buying motivations and yet we're going into a solution without increasing desire. We've got to increase the desire, eliminate competitors, and we have to do all of that before we present the solution. There's an old saying that people buy on emotion and justify it after just with logic. It's almost right in a sophisticated market. You do still have to wake people up with emotion, but they have to justify the purchase rationally and logically before they order, not afterwards.
So what we want to do is, there's another thing in the brain called the reticular activating system, so (...) which filters in relevant information relevant to solving, taking pain away or pursuit of pleasure or potential, um, and filters out anything that can't help with that. So anything that's important gets filtered in. So if people are looking at, so for a solution that will help them get new clients in every week, high quality, etcetera, inbound, and they see your message like the one behind me, you know, enjoy a weekly (....) , then the reticular activating system has got a filter that in. This is something we need to tie your attention too. But once they get to the meeting, we still need to satisfy the unconscious and the wake up that desire.
Absolutely all psychology. I mean, if you look at what more a good marketing does in my world, it removes, it creates offers for people and those people find it hard to resist that offer. That's what good marketing does. Um, did use another metaphor, a hundred meter hurdle track. Well let's just say it a hundred meter track and athletic track and we put a pot of gold across the finish line. That's our value proposition, that's what we want people to buy and we could imagine the prospect standing at the start line. But we wonder why they're not moving towards the pot of gold. We wonder why they're not running down the track and diving into that pot of gold because for us it's pretty obvious that they'll benefit from it. What we often don't see as marketers is what the prospect sees, which is a series of hurdles between them and the pot of gold and hurdles or things like risk, things like trust, things like will I get a return on investment? It's a good marketing, removes all those hurdles. The other thing we often don't see is what the prospect sees. As soon as they like the look of our pot of gold, and we've removed the hurdles, in almost a split second, they consider other options. So these are like detours off the side of the hundred meter track between them and the pot of gold. These are other options. It's a good marketing will seal those options off and will communicate clearly why they are less desirable options. So all that a prospect has left with, standing behind the start line. Now once we've done some good marketing is a clear track between them and the pot of gold. They still may need to move towards it, but now there's no other options and there's no hurdles. So it's kind of a no brainer. They look and they go, there's no reason why I wouldn't do that. It's what I want. There aren't the other valid options and there's no hurdles. Let's move ahead.
I resize the ethical manipulation. There's no question that's manipulation. We are wanting to persuade someone that our point of view is, is it would be beneficial for them if they adopted it. Um, so I think that's been a manipulation. Good marketing is ethically cunning. Aha. That's the why put it ethically cunning. Ethic, ethics, you know, if it's obedience to the unenforceable you can get, you can do things which are legally you'll get away with but are not ethical. A lot of people do with all the time with marketing. They promise something that part can't deliver on. The bullshit artists and the hype merchants. And so is it ethical? Is it ethical? Um, you know, that one of the tests that that I have is if, you know, I answered the door at a, you know, the six o'clock in the evening and um, you know, after the front door and there was a whole film crew there and there were flood lights and there was a reporter and there's a microphone and they stretch the microphone in front of my face and said, Mr Poland, is it true that you x, y, zed?
And they mentioned one of my marketing practices. Would I feel comfortable about my response to that. Or would I squirm; and would I want - not want - my friends and family in the world to know about that. If I'm comfortable about my responses, probably an ethical practice that I've engaged in, and if I seek to evade the question or I'm uncomfortable that's probably unethical. So it's, it's a, it's a very interesting subject actually. The whole, the whole of our realm of, of ethics and manipulation and so on. The all the old adage is not bad, you know, do unto others as you'd have them do unto yourself.
If we're talking about boundaries or parameters or protocols, etcetera, um, I, I'm wedded to the idea that marketing needs to be open, honest and transparent. And very often the difference between effective marketing that's bullshit, and effective marketing that's ethical and honest and transparent, is simply the way the value proposition has articulated. So in other words, someone can dress the thing up to be something it's not, and sell it probably very well, but fail to deliver on the promise. If you, you know, for example, let's say, let's say for sake of example. Take one of my programs. People often ask me how long does it take to complete the program and get some leads coming in. And I said, if you give me eight hours a week of our eight weeks, that's how long you need. And if someone said to me "Ho, that's not good, I need new clients faster than that," I'll say sorry, but you know, try and find someone else that can help you with that.
Um, but my stuff takes eight hours a week, over eight weeks. If you commit yourself diligently to doing those 64 hours, you're getting to get some pretty good results. Now I could dress it up and say, ah, give me full minutes a day. You'll be fine. Well, I sell them a product and the short term I probably will, but I haven't believer in Karma. I've chosen to believe in Karma and I don't know if Karma is real or not, but I think if everyone believed it was, we would be in a better place. And it's kind of like reap what you sow or do unto others or do the right thing by people. But if I, if I think about the fact, if I think about the likelihood which Karma suggest, that I am going to reap what I say, then if I bullshit other people, I'm going to be boosted, and I don't want that in my life, then I'd just need to be, tell people in this case why the eight hours a week is a positive thing, not a negative thing. I can explain that it takes time to build something of substance or something of quality. And they're really the eight hours a week when they compare that over an eight week period to a lifetime of security and prosperity from leads coming in. Then I think I've just illustrated the difference between people who feel they have to market ways, uh, in a, in a way which is bullshit. And people who have a creative idea and can articulate their value proposition in a way that makes sense it's still has people buying.
If people want to know a bit more about Leadsology and the Science of being in demand, of course they can go to Amazon and buy the book. Uh, but if you want to get started on some real practical lead generation, it's not the entire Leadsology model by any means, but it's completely free. And it's designed to be implemented in just five days. At one hour a day, they can go to fivehourchallenge.com. That's the number, sorry, the word five Five hour challenge .com. And it's a simple little exercise. There's a 10 minute video delivered every day over five days, and if you add up the time of the 10 minutes sitting in watching the video and the 50 minutes it takes to complete the action item from each day, then you should generate five fresh leads at the end of that five days. So that's something that people could kind of dip the toe in the water and, and have a look at the, the science of creating an effective marketing message and using it to generate some prospects.