Marketing the Invisible - Tom Poland (Leadsology)

Digital marketing, where social media posts and video content dominate, many entrepreneurs find themselves caught in a relentless loop of content creation, often without achieving the results they hope for. This was exactly where Robin Waite, founder of Fearless Business, found himself at the end of 2022. Robin joins Tom Poland in a recent episode of the Marketing the Invisible podcast.

Fed up with traditional marketing methods, Robin set out on a new journey, prioritising meaningful relationships over relentless content production. The results? He generated 3,000 leads from a single podcast interview, an impressive feat that highlights the power of strategic partnerships.

Tom Poland is a seasoned marketing mentor who launched his first business at the age of 24 and has since built and sold four additional ventures, expanding two of them internationally. Throughout his career, he has managed teams of over 100 people and overseen annual revenues exceeding $20 million.

Today, Tom is the creator of Leadsology: The Science of Being in Demand, a blended learning program designed to help professional advisors consistently generate high-quality, inbound client inquiries. His proven model has helped over 2,000 business owners from 193 industries across four continents, with many clients reporting significant increases in their earnings.

What We Discussed on the Marketing the Invisible Podcast

1. Shift focus from quantity to quality: Instead of creating endless content, prioritise cultivating deep, meaningful relationships that can significantly amplify your reach.
2. Be patient and generous: Robin invested six months in offering value without expecting anything in return, which built trust and led to a massive opportunity.
3. Get into the room: Face-to-face interactions, whether virtual or in person, can open doors that purely digital engagements may not.
4. Lead with value: Instead of self-promotion, Robin focused on delivering genuine value during his podcast appearance, which resonated with listeners.
5. Be fearless in building relationships: Reach out to people who inspire you with a mindset of adding value, even if they seem out of reach.
6. Strategic partnerships create massive results: Robin’s single podcast interview, built from strategic relationships, led to 3,000 leads.
7. Let go of outdated marketing methods: By abandoning traditional, high-effort marketing strategies, Robin found success with a more intentional and relationship-focused approach.

Abandoning the Old-School Marketing Grind

After nearly two decades in business, Robin was burned out by traditional marketing practices. Posting multiple times a day on social media, creating short video content, and enduring the grind of generating leads one by one left him feeling drained. Despite the countless hours invested, he wasn’t seeing the kind of rapid growth he desired.

The “Noah’s Ark” style of marketing, as Robin calls it—slow, repetitive, and often disheartening—wasn't working anymore. So, he decided to abandon it altogether. By letting go of this high-effort, low-reward approach, Robin created space to think about what could work instead.

The Power of Building Meaningful Relationships

At the start of 2023, Robin made a significant shift. He turned his focus to building authentic, meaningful relationships with people who inspired him. He wrote a list of ten influential individuals he admired and wanted to spend time with, including well-known figures like Ali Abdaal, Daniel Priestley, and Steven Bartlett.

But the key wasn't just to know these individuals; Robin wanted to become a valuable part of their worlds. Instead of chasing them for opportunities, he aimed to genuinely help them, offering support without asking for anything in return. This intentional, relationship-first approach would later pay off in an unexpected and incredible way.

Getting into the Right Rooms

Robin’s next move was to be proactive about getting into the same physical or virtual spaces as these people. In a world where it’s easy to hide behind a computer screen, Robin knew the importance of face-to-face connections. Whether it was attending events, giving helpful advice, or providing value in small but meaningful ways, he made sure to show up in a way that was both helpful and memorable.

For example, at an event featuring Ali Abdaal, Robin made himself useful by giving directions, handing out microphones, and assisting attendees. He wasn’t on stage, but he was making himself indispensable. His efforts didn’t go unnoticed by Ali’s team, and over the next six months, Robin continued to offer free coaching to them—building rapport and trust.

The Big Break: Securing the Podcast Interview

Six months into nurturing these relationships, Robin’s dedication paid off. One of Ali’s team members approached him with a question: “Is there anything we can do for you?” Without hesitation, Robin mentioned his interest in being a backup guest on Ali’s podcast. He didn’t push to be featured but simply asked to be considered if someone else dropped out.

That opportunity came in June 2023. With just a few days' notice, Robin was invited to fill a spot on Ali Abdaal’s podcast, which boasts millions of listeners worldwide.

Adding Value Through the Interview

Robin knew this was a golden opportunity, but instead of focusing on self-promotion, he centred the podcast interview around delivering value to the audience. During the two-hour episode, Robin offered business coaching and insights, drawing on his years of expertise. It wasn’t until the latter part of the interview that the conversation shifted to Robin’s own story.

But Robin’s value-first mindset didn’t stop there. To make the episode even more memorable, he and Ali signed 15 copies of Robin’s book, Take Your Shot, and offered them to listeners. The response was overwhelming—within minutes, the 15 copies were claimed. As the episode continued to gain traction, Robin received 1,500 requests for his book in just the first 90 days. Over time, that number grew to 3,000 leads, all from a single podcast interview.

Key Takeaways for Entrepreneurs and Marketers

Robin’s story holds powerful lessons for anyone looking to break free from the traditional marketing grind and embrace a more strategic, relationship-driven approach. Here are the top takeaways:

1. Shift Focus from Quantity to Quality: Robin realised that posting endlessly on social media wasn’t yielding results. Instead, he focused on cultivating deep, meaningful relationships with people who could help amplify his message.
2. Be Patient and Generous: Robin spent six months offering value to Ali’s team before asking for anything in return. His patience and generosity built trust, which opened the door to a massive opportunity.
3. Get in the Room: Don’t hide behind a screen. Make the effort to meet people in person, attend events, and be helpful in real-life situations. Being present can often lead to opportunities you wouldn’t otherwise have.
4. Lead with Value: Instead of focusing on self-promotion, Robin centred his podcast interview around adding value to the audience. This value-first approach resonated with listeners, turning them into leads and customers.
5. Be Fearless in Building Relationships: Don’t be afraid to reach out to people who inspire you, even if they seem out of reach. Approach them with a genuine intent to help and add value.

Conclusion

Robin Waite’s story is a powerful reminder that relationships are at the heart of any successful business. By abandoning the grind of traditional marketing and embracing a strategy built on intentional relationships, Robin was able to generate 3,000 leads from a single podcast interview. His fearless approach to networking, generosity, and value-driven mindset offers a blueprint for anyone looking to achieve real success in today’s competitive business landscape.

If you’re feeling stuck in the traditional marketing grind, maybe it’s time to rethink your approach. Focus on building meaningful relationships, adding value to others, and putting yourself in the right rooms. You might be surprised at the opportunities that arise when you do.