On the Record by Leadpages

Bryan Harris is the founder of Growth Tools, which creates software tools and online accelerator programs to speed up the growth of your business. I’m excited to announce that Leadpages has partnered up with them to provide you 100% free access to their lead magnet creation tool, Attract.io, which we’ll talk more about at the end of the conversation.    In this episode, Bryan shares best practices of lead magnet creation, including mistakes to avoid, key components that turn new subscribers into top clients, and 3 simple methods for promoting your lead magnet for faster email subscriber growth.    For transcripts, show notes, and more, go to Leadpages.net/podcast  About the PodcastThe Lead Generation Podcast features small business origin stories and marketing lessons for coaches, consultants, service professionals, and leads-dependent entrepreneurs. Our goal is to fire you up for your own business, and shorten your pathway to profit while you make a positive impact on your audience.

If you’ve ever wanted to run webinars to promote your business but were too intimidated to get started, you’re going to love this week’s episode. My conversation is with Daniel Waas, the Director of Marketing at GoToWebinar. Originally from Germany, Daniel is on a mad mission to end all dull webinars. In this episode, Daniel shares over 20 specific tips for getting started with webinars, including when to schedule your webinar, how to get more people to show up, and how to boost engagement of your audience during your trainings.   For transcripts, show notes, and more, go to Leadpages.com/podcast  About the PodcastThe Lead Generation Podcast features small business origin stories and marketing lessons for coaches, consultants, service professionals, and leads-dependent entrepreneurs. Our goal is to fire you up for your own business and shorten your pathway to profit while you make a positive impact on your audience. 

This week, we’re going back to the basics with a digital marketing 101 conversation with Collin Belt, someone who has turned his specific skillset into a thriving agency serving clients around North America at BeltCreative.com. In this episode, Collin shares 3 steps to marketing your service-based business online, the tools that make your marketing life easier, and tips on turning what you do into an agency model.    For transcripts, show notes, and more, go to Leadpages.com/podcast  About the PodcastThe Lead Generation Podcast features small business origin stories and marketing lessons for coaches, consultants, service professionals, and leads-dependent entrepreneurs. Our goal is to fire you up for your own business and shorten your pathway to profit while you make a positive impact on your audience.

Talia Wolf is the conversion rate optimizer behind GetUplift.co, a CRO consultancy and education company that shows companies how to 10x their results through emotional targeting.    This is Talia’s third appearance on a Leadpages podcast, and this time she breaks down the steps to effectively research your market, get to know what your audience is thinking about their problem, and the real reason why you shouldn’t talk about your competition in your marketing.   Also, Talia and Shanelle Mullin from Shopify have just released a brand new guide to landing pages that I know you’re going to want to dive into. We’ve co-sponsored this guide so you can get it free at Leadpages.com/lpg.    For transcripts, show notes, and more, go to Leadpages.com/podcast  About the PodcastThe Lead Generation Podcast features small business origin stories and marketing lessons for coaches, consultants, service professionals, and leads-dependent entrepreneurs. Our goal is to fire you up for your own business and shorten your pathway to profit while you make a positive impact on your audience. 

Michel Fortin and I continue our conversation from last week. I get him to share a few copywriting strategies you can use to elevate your sales results online. Michel’s had an extremely successful career as one of the best direct response copywriters alive. 15 years ago, he gained internet marketing fame as the copywriter behind the web’s first $1million in a day product launch from John Reese. Michel’s words have been used by companies large and small and across multiple industries generate millions in revenue.  For transcripts, show notes, and more, go to Leadpages.com/podcast  About the PodcastThe Lead Generation Podcast features small business origin stories and marketing lessons for coaches, consultants, service professionals, and leads-dependent entrepreneurs. Our goal is to fire you up for your own business and shorten your pathway to profit while you make a positive impact on your audience. 

Michel Fortin is a legendary copywriter and full stack marketer, currently serving as the director of marketing for a medical clinic in Ottawa, Canada.  This episode is a counter-punch to our usual conversation on entrepreneurship. The skills you’ve honed as an entrepreneur may be well suited for taking your talents in-house for a corporate gig. Find out why a J-O-B might actually be a perfect move for you as Michel and I discuss his choice to take on a dedicated role inside a company, the principles of kaizen that he brings to his leadership style, and how he is still able to scratch his entrepreneurial itch.  For transcripts, show notes, and more, go to Leadpages.com/podcast  About the PodcastThe Lead Generation Podcast features small business origin stories and marketing lessons for coaches, consultants, service professionals, and leads-dependent entrepreneurs. Our goal is to fire you up for your own business and shorten your pathway to profit while you make a positive impact on your audience.   

Gain an instant boost in credibility and demand for your services when you create a short book showcasing your expertise. Daniel Hall is a prolific content producer, and in this episode we discuss the benefits of producing short books for your business that boost your credibility and help you stand out in your market. He shares some of his favorite methods for producing your book within 90 days, and how to leverage for more revenue in your business.  For transcripts, show notes, and more, go to Leadpages.net/podcast  About the PodcastThe Lead Generation Podcast features small business origin stories and marketing lessons for coaches, consultants, service professionals, and leads-dependent entrepreneurs. Our goal is to fire you up for your own business, and shorten your pathway to profit while you make a positive impact on your audience. 

Peter Fader and Sarah Toms, the co-authors of Customer Centricity Playbook, share how to think differently about your target audience, which customer acquisition channel seems to always win, and how to become a more customer-centric business by determining exactly who your best customers are. For transcripts, show notes, and more, go to Leadpages.com/podcast  Top Takeaways from the Episode Diversify your idea of the target customer. Individual customers are wildly different from each other, both in terms of what they're looking for from you, and how valuable they are to you in terms of their future lifetime value.  Referrals first. No matter the industry, acquiring customers through referrals tends to be a strong channel, albeit with somewhat limited scalability. Evaluate your metrics in cohorts. Avoid using averages in your data, but explore metrics (like Net Promoter Score) across different customer groups based on acquisition channels, plan levels, activity, etc. Focus on the right customers. Discover the customer groups that will best respond to premium packages, and avoid spending too much energy on those whose customer lifetime value has a low upper limit.  About the PodcastThe Lead Generation Podcast features small business origin stories and marketing lessons for coaches, consultants, service professionals, and leads-dependent entrepreneurs. Our goal is to fire you up for your own business and shorten your pathway to profit while you make a positive impact on your audience.  About Sarah TomsSarah Toms is the executive director and co-founder of Wharton Interactive, a platform for marketing simulations. Her 20 years of being a thought leader in the technology sphere include starting several tech companies, and involvement with Women in Tech Summit and techgirlz.org.    About Peter FaderPeter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School at the University of Pennsylvania. He was named by Advertising Age as one of its inaugural “25 Marketing Technology Trailblazers” in 2017 as the only academic on the list.

Michael Hall and Chris Sakr, the co-founders of ShoHawk Media in Portland, Oregon, talk about the lessons they learned creating their feature documentary, Generation Freedom, how they collaborate on projects while having day jobs, and their approach to editing their content.  For transcripts, show notes, and more, go to Leadpages.com/podcast  About the PodcastThe Lead Generation Podcast features small business origin stories and marketing lessons for coaches, consultants, service professionals, and leads dependent entrepreneurs. Our goal is to fire you up for your own business and shorten your pathway to profit while you make a positive impact on your audience.  Top Takeaways from the Episode Validate your ideas with the right people. Test your ideas with your market, not friends and family who will likely sugar coat their feedback to the detriment of your project.  Even flops bear fruit. Lessons learned and skills developed in a failed project or launch often become the foundations for your next success.  Shorten your timeline of production. Taking too long to release a project may result in a disjointed bundle instead of a focused product from start to finish.  Collaborate with communication. Clearly understand your roles and commitments when working on projects with partners.  Edit ruthlessly, but don’t delete anything. Give yourself permission to trim your content by saving extraneous material in a “for later” folder. 

We’re closing out Season 5 of The Lead Generation with a great example of an entrepreneur who jumped out of a comfortable corporate gig to start his own company.  Bryan Nguyen (CleverTaxes.com) shares how his initial business plan faltered and what he did to change his success trajectory. He also gives his advice on learning vs. delegating, and when it makes sense to work with a coach. I also got him to share a couple of financial tips that will likely save you quite a bit of money on your taxes. For transcripts, show notes, and more, go to Leadpages.com/podcast    Bryan is the founder of CleverTaxes, which helps digital entrepreneurs grow profits and save taxes so they make more money, save more time, and have complete confidence in their financial health. Top Takeaways Choose your clients. Design your business in such a way that you get to pick the types of clients that you want to work with.  Share quality content. Publish higher-value content and focus on disseminating it across multiple social channels. Don’t delegate in the dark. Know enough about how to market your business to hold yourself and anyone you may hire accountable. Hire a coach. Learning from Google and digital courses can help, but compound your learning with the accountability and prioritization a business coach can bring. Designate a home office. With a separate home office dedicated to your business, you’re likely to save a lot on your taxes that you would otherwise not be able to deduct. Talk to a tax professional to get clear on what this means for you.