546: Marketing the Invisible: Be Authentic and Strategic, Create an Amazing Client Experience and An Irresistible Offer with Tom Poland

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.

Quotes:                                                                                                                                   

“When we're marketing the invisible and coaching services, it's far more like proposing marriage than it is like selling a car. We can't just say to someone, ‘Do you want to buy?’” – Tom Poland

“Most people are doing the marketing as if they're Hugh Jackman, irresistible, without any dates, without any ‘let's get to know each other.’” - Tom Poland

“Everyone says people buy on emotion and justify it with logic. That's only half true. It is true that we often open up people's interest and curiosity with emotion, but most people are going to want to justify their purchase before the purchase in terms of the features.” - Tom Poland

Takeaways:

03:17 Highly qualified leads are more valuable than random contacts who simply opt into a list.

06:15 Focus on solving real problems and showing genuine understanding of client challenges.

11:27 Be transparent about what potential clients can expect, including the limitations of a single interaction or presentation.

23:44 Marketing services is more like dating than selling a product - build trust and connection before asking for commitment.

28:33 Create a persuasion sequence that establishes rapport, respect, relatability, and reciprocity with potential clients.

Resources

Podcast: Play in new window | Download (Duration: 37:07 — 34.1MB) | Embed

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Filed in: Archive 3: 2018-2020 • Branding • Interview • Podcast

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