OS 77: Interview with Tom Poland on Getting the Correct Marketing Message

Tom Poland 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. 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 enquiries into their businesses almost every week of the year. 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. Find Tom at http://www.leadsology.guru (http://www.leadsology.guru)   Here's the transcript from the interview Hugh Ballou: Greetings, welcome back to Orchestrating Success: Converting Your Passion to Profit. Today, this session, we are going to focus on your message. How do you really let people know what your superpower is? I am recording this in the evening in Virginia, and my guest for the interview is drinking his morning coffee in Australia. Tom Poland, welcome to the podcast. Tom Poland: Good morning, good afternoon, good evening, depending on where the heck everyone is. It’s morning here tomorrow. Hugh: It’s always interesting making appointments with people. I’ll call you at 2:00. Okay, what time zone? Tom: Which 2:00? Hugh: In your case, it’s Thursday here, but it’s Friday where you are. Tom: Correct, yeah. Coming up on 20 past 8 in the morning. Hugh: It’s 6:18 pm here in Virginia. Tom, you and I connected somewhere. You graciously invited me to this small group encounter that we had a week ago, a video session where you taught us some things about marketing. You taught us about our message. You taught us about quite a few things. I took a whole bunch of notes, and then you gave us one of your books. Tell us who you are, what is your superpower, and how did you develop this? How did you get where you are today? Tom: Great questions. Tom Poland. I call myself the chief leadsologist at Leadsology. Presently, I live near the beach in Castaways Beach in a place called the Sunshine Coast in a place called Queensland, Australia. It’s about nineteen hours’ drive north of Sydney. A pretty long way up the coast. Australia is like the US. It’s quite a big country. The difference is 80% of it is desert here. Back to what I am doing. My superpower is lead generation. I work with people who are marketing the invisible, people who have an idea, a service. Most of what we’re going to talk about will apply to people who have physical products as well, whether you are making sandals or you are a New Yorker acquisition consultant. The principles are the same. How you apply them is a little different depending on whether you have something that’s invisible or something that’s physical. The magic is around setting up four separate lead generation systems.