Leon Perkins

Marketing for coaches. 2,700+ calls and $1.4 million+ revenue generated. Scaled a client from 10-20K/mo to 110K/mo organically with less than 16K followers

[Leon Perkins @LeonLifeDesign]

Don't just sell your prospect on your offer. Sell them on themselves.

If your content, marketing and selling focuses too much on what *you* can help the prospect achieve, they might come to believe that you're extremely competent at what you do.

But if you haven't sold them on why *they* specifically can achieve the outcome you promise, they'll never buy - no matter how "good" your marketing and selling is.

With any kind of coaching, consulting or agency offer, success still depends on your client.

You help them with a lot and you do a lot for them.

But there's still a part that they need to do.

You need them to believe that they can do their part successfully too.

How?

A few ways.

Firstly, make what you do as easy for the client to be as successful with as possible.

Do as much as you can do for them (even if it's a Done-With-You offer) so you don't have to risk them not doing it themself.

For example, one client I work with has team members who actually find a lot of the leads for his clients to send outreach too.

This means that a client is never not successful because they couldn't find leads to reach out to.

Secondly, in your content and marketing, talk about "what it takes to be successful" with what you offer.

We have a whole section dedicated to this in both of my client's VSLs that we wrote the scripts for.

Your ideal client will see that and immediately think "That's exactly me".

Thirdly, in your discovery in your sales call, find out what strengths they have, how those strengths will help them be successful with your offer and if they have any doubts or problems, focus on how your offer overcomes those so they'll be successful anyway.

When the prospect is thinking "will your offer work for me?", they're not just thinking about your offer, they're thinking about themselves.

[Leon Perkins @LeonLifeDesign]

We booked one of our clients 125 qualified calls in May.

We had another 65 people try to book through our Typeform or book but get cancelled by us for not being qualified enough.

Then that client signed $29K in clients on Monday June 1st.

3 clients for $10K, $10K and 9K.

All cash-collected upfront.

From LinkedIn.

He has less than 20K followers.

When we first started working with this client, he was at 10-20K/month.

Since then, we've:

1. Focused on LinkedIn instead of other platforms. LinkedIn lead quality is so much better.
2. Tripled his price (mainly from targetting far higher quality prospects)
3. Started booking 30 qualified calls/week.

[Leon Perkins @LeonLifeDesign]

There’s an exact threshold of information your prospect needs to buy from you.

Most coaches and consultants go wrong focusing on giving their prospect all that information on the sales call itself.

They’ll spend a long time giving their pitch, handling objections, answering questions and sometimes, the prospect will still want more time to “think about it” and you’ll book a follow up call with them.

When prospects object that they want more time to “think about it” - it’s not just about thinking through the information they already have…

It’s often because they have a doubt that you haven’t overcome and they’re wanting to try to think through the information they have to overcome that doubt.

To find in that information the answer to the question they’re asking themselves.

Despite your best efforts, you weren’t able to give the prospect all the information they needed to buy.

The solution to this is getting the prospect through as much as of this information as possible before the sales call even starts.

Think about all the key information your prospects need to know (and believe in) in order to buy.

This doesn’t just relate to your offer. It’s about the opportunity/end-outcome your offer helps achieve too.

Put the information that’s focused on the opportunity/end-outcome in your social media content.

Put the information that’s focused on the offer in the content you send prospects once they book a call with you.

The key is to make this information hit on every single thing they need to know and believe to buy from you.

You can’t just make content based on what’s “valuable” tactical information, what goes viral or what you think is the most interesting.

“Marketing” is really about showing the “market” the information it needs to have to buy from you.

[Leon Perkins @LeonLifeDesign]

I was personally setting for one of my clients about 6 qualified calls/day but it become too time-consuming so I wanted to delegate it to one of my setters.

Then within just 6 days of starting training, he's now doing all the setting for the client and booked 7 qualified calls yesterday with nearly 0 of my input.

Our appointment setting process is incredibly systematic and predictable.

We've been booking 27-33 qualified calls a week since May 1st when I set our goal to be to book 30 qualified calls a week.

There are many different factors to how we do this.

It seems obvious but the no.1 principle is to figure out what would make a lead most likely to want to book a call with you and base your DM conversation on that.

Do NOT focus your DM conversation on your paid offer.

Here's why:

Unless someone has consumed a ton of your content, they're not going to be very interested in having a straight sales call just to get pitched your offer.

When you propose a call in the DMs and that's what it sounds like the call is going to be, you'll get very few leads wanting to have a call with you.

This is especially the case if you make your outreach messages too focused on your offer.

You'll get far fewer responses and far fewer DM conversations with leads in the first place.

Instead, you should focus the DM conversation and your call proposal on what the lead is looking to learn about.

Then, it seems to them like talking to you will be very valuable because you're an expert who will teach them exactly what they're looking to learn about.

Ultimately, once they've booked a call with you to learn about the topic your offer is based on, in the pre-call content you send them and on the sales call itself, you'll be able to convert them to why your offer would be the best way to achieve the end-goal of what they wanted to learn about.

But it's best to do that kind of selling in the pre-call content and on the sales call itself.

It's just not possible to do it in the DMs.

It only works in the DMs if they've already been through a ton of your content...

And there's a very limited number of people who've been through a ton of your content.

If you're able to convert the 10X larger pool of people who have been through very little of your content, you'll be able to book 10X more sales calls.

[Leon Perkins @LeonLifeDesign]

"Persuasion" is completely the wrong word to describe sales, no matter how popular the business coaches or even sales coaches are who use it.

Sales shouldn't really be about "Persuasion".

"Persuasion" sounds like you're making someone believe something different to what they used to believe.

But this is actually very, very difficult.

People are naturally very, very fixed with their beliefs.

Have you ever had a discussion/argument with someone about politics or religion and managed to get them to change their mind?

Probably not.

Instead, the most effective way to sell someone on your offer is to transparently show them how it *matches* what they *already* believe.

If someone books a sales call with you, they're highly aware about their:

- Pains
- Goals
- Problems
- Current situation
- What worked for them in the past
- What hasn't worked for them in the past.

They've booked a call with you because they believe that there's a good chance that you can help them.

Now they're just looking to see if the solution you present seems like it would work for them.

But how are they going to evaluate if it would work for them?

Based on what they already believe about what would work for them.

You can try to persuade them to believe something they don't already but as I said before, people very rarely change their minds based on what other people tell them.

One of my clients had a sales call with someone who is now trying to sort out his credit card balance so he can sign up with us on financing.

He'll probably close but it's not guaranteed of course.

But he said that he saw a LinkedIn post of ours and immediately thought "That's me" and it resonated so much with him that he even screenshotted the post.

He sent my client that LinkedIn post and it was 100% about:

1. The ICP's current situation
2. The top 3 pains/problems with it and why the alternative to our offer won't work
3. How our opportunity our offer promotes fixes those top 3 pains/problems.

The post was only around 120-150 words but it covered all of that as concisely and effectively as possible.

Our prospect felt like it summarized his whole situation so well.

So when we had a sales call with him, and we covered those same points in the post, it was very clear how our opportunity and offer fit what he already believed about his situation, what would solve his pains/problems and what would help him achieve the goals he already had.

One of the best pieces of feedback you can get from a lead/prospect is how you "resonate" with them.

This is why.

Work on implementing this on your sales calls but also all your content and marketing before it.

[Leon Perkins @LeonLifeDesign]

Everyone always looks at viral hooks for their long form posts.

They never use viral short posts as their long form posts.

We've been doing this over and over recently for one of our clients and the long form posts keep doing better.

There are so many different aspects to what makes a viral hook.

The one people focus on most is how much "curiosity" it generates.

That's very important but the other factors are extremely important too.

The most viral short posts that are educational content, like the content coaches and consultants post, go the most viral because they're the most novel, interesting, contrarian or valuable ideas.

Those some ideas in the hook of a long form post would make people far more interested in reading the rest of the post.

Not just out of a feeling of curiosity - but because they want to see more of that idea based on how valuable/interesting it seems.

When people read a hook and they decide whether they want to read the rest of the post, they make this judgement based on how interesting and valuable they think the rest of the content will be.

If your hook is actually a viral short post, the short post is a self-contained version of the idea so it gives the reader a complete picture on the idea to help them decide if it's something they want to learn more about.

One of the best ways to start a VSL is a 1-2 minute summary of the whole video.

Why?

Because that's how you give the most comprehensive idea possible of what the VSL is going to be about.

Hooks that focus too much on curiosity almost have to make the reader "guess" what the rest of the content is going to be.

This guess means they have a total lack of uncertainty about how valuable it's going to be.

But if you've already seen the whole idea, you already know.

Now it's just if you want to learn more about it.

Try making the hooks of your next 3 long form posts your most viral short posts.

At least 1 will perform well.

[Leon Perkins @LeonLifeDesign]

A couple nights this week, I was up until 1:30am appointment setting for one of my clients.

We got 90 qualified leads in the DMs in 2 days.

It wasn't from a viral organic post either.

We're consistently getting about 30-35 per day so far this month.

I'm going to start training and delegating his setting to one of my setters as our lead volume is too high now.

The formula with our clients is simple:

1. 6 long form organic posts per week with DM CTAs at the end

2. 5 short organic posts per week

3. Reach out to all the qualified warm traffic that generates

4. Appointment set them in the DMs onto sales calls.

With this particular client, we're also running ads which is actually just boosting his best performing long organic posts (and making sure they're ad compliant).

It's as simple as paying for more views because we already have a consistent system that converts those views to leads in the DMs, to sales calls and then to revenue from signed clients.

So far this month, we're booking about 30 qualified calls/week for around $40 per call based on how much we spend on ads and organic paid distribution.

The frontend is all about generating more qualified traffic from content and ads and converting it to sales calls in the DMs.

There's nothing you'll get a higher return on than focusing on that.

[Leon Perkins @LeonLifeDesign]

The "algorithm" is one of the most important parts of organic content performance but the skill behind writing your organic content is still the most important thing.

X released another algorithm update and as always, there's a ton of trending content about it and "what content now performs best" in the algorithm or what makes the algorithm promote content.

If you ignore the hype and really look at what the changes are, you'll notice that once again, all the algorithm is doing is evaluating how engaging your content is and then showing it to people who engaged with similar content in the past.

That's what every social media algorithm always does - across every platform and across every update.

X claims that now Grok AI evaluates the "quality" of the content but it still prioritizes engagement metrics.

So there's really two skills you need for organic content - no matter what the algorithm says:

1. Write content that engages people the most.

There are no hacks to this. There's no way to just bait more comments or likes either. People don't pay much attention to those hacks.

You need to learn how to write content that the reader finds as genuinely interesting as possible.

That's how you will constantly harvest more and more engagement from your readers and the new people who see your content for the first time.

2. Write content that converts your ICP to becoming a lead.

Engagement gets your content pushed to more viewers.

But what matters most is how many of these viewers become leads who directly talk to you so you have the opportunity to convert them to a booked sales call about your offer.

On LinkedIn, we convert views and engagement to leads like this.

1. Connection requests to your qualified profile viewers and followers.

2. DM outreach to the ones who accept and your qualified inbound connection requests.

3. Putting DM CTAs at the end of every long post to get as many inbound leads as possible.

This works no matter what the algorithm is. No algorithm hacks. No constant changes to your tactics.

It's fundamentally based on making your target ICP as interested as possible in what you do and then getting them in a DM conversation.

That's how you maximize lead generation for your offer from organic content.

Focus on that - not the algorithm.

[Leon Perkins @LeonLifeDesign]

We started a brand new ad campaign and we booked 5 qualified calls the next day - on a Sunday when LinkedIn is its slowest.

We were booking about 30 qualified calls/week from organic and our previous ad campaigns but the leads were too cold.

But the leads from this new campaign are so much warmer.

One of them even messaged us saying "Holy cow this is perfect!"

We made a big change to the ad targeting and it's made all the difference.

Sometimes, it only takes small changes to make an enormous change in your lead generation and marketing for your business.

But it takes the expertise to know what changes to make in the first place.

It's never guessing.

There's so much free info online about general marketing and lead generation principles and tactics for online coaching and consulting businesses but it only gets you so far.

The people who put out that free content put out whatever content is most effective to market and generate leads for their own paid offers - not what content would help you the most.

Most people putting out business content are targeting beginners too.

Ultimately, once you're no longer a beginner, you'll find very few new useful ideas in their content to keep scaling.

The more you scale, the more specific tactics you need as you've already covered all the general basics.

But those specific tactics apply to much fewer people so the content about it won't get many views, so the business content creators won't make much content on it.

That's the vicious cycle.

The way to break out of it is to invest in paid courses or coaching programs or invest in an agency who specializes in the goal you're trying to achieve.

They'll have far more expertise and depth than anything you'll ever find in free content online.

[Leon Perkins @LeonLifeDesign]

Don't just sell your prospects on how your coaching or consulting "works".

Sell them on how they can make it work and how they can make it work despite any busyness or challenges they have in their personal life.

Otherwise, you'll keep getting objections of "Now's not the right time", "Let's put it on hold for now and revisit in a few months" or "I'm too busy currently" no matter how well you market and sell your offer itself.

Prospects can believe in you and your offer but if they don't believe in themselves and their own ability to execute what you give them, they still won't buy.

You can try to objection handle after they say that by saying things like "It's never the perfect time" or "You'll always be busy with something" or "If you only learn how to do this when you're not busy, as soon as you are, it'll stop working for you".

But it's more effective to prevent the objection by making your offer take as little time and effort on their part as possible.

Try to make it more time-efficient and try to add more Done-For-You components or aspects to it so you're taking the time and effort from them and putting it on you.

Then your prospects will see how they can still be successful even if they feel very busy right now or they're not confident enough in themselves.

You need to be able to effectively sell to these leads because ironically, them being very busy and not confident in themselves can also make them more interested in buying your offer as they think they need to buy the correct process now as they don't have the time or confidence to figure it out themselves.

The leads who aren't busy and are super confident in themselves often think they can figure it out themselves and they don't need to buy your offer.

We're seeing this currently on one of the offers that we work with.

We're getting a lot of people give the timing objection.

It's because what our offer helps with genuinely requires a lot of work on the part of the prospect.

So we're working on emphasizing more the DFY aspects and support of the program as well as how it only takes a minimum of 5 hours a week.

[Leon Perkins @LeonLifeDesign]

Your coaching or consulting business only grows based on the amount of expertise and effort going into it.

The expertise determines how effective what you do is.

The effort determines how much volume of it you do.

For example, the expertise behind how to make high-performing organic content determines how many quality leads you get.

The effort determines how many of those posts you can make per week.

Every business owner gets stuck when there isn't enough new expertise or effort going into their business.

This is normally when they're trying to do everything themself.

They only have so many new things they can learn at once and they only have so much time they can put into doing more volume.

Let's say you work 8 hours a day 7 days a week and split 2 hours a day between:

1. Content
2. Lead Generation
3. Sales
4. Client Fulfilment

That means a whole function of your business can only get 2 hours a day of learning and work put into it.

That's enough to go from $0 to $10K/month or even up to $30K/month but you'll struggle beyond that.

It simply takes more than your 2 hours of content, lead gen, sales and client work to generate that level of revenue.

Whereas if you hire a team member or agency who has years of expertise you don't have and can put hours more a day into your business you don't have, you inevitably make significantly more revenue.

If you do things right, it will be significantly more profit too - without you working any more.

But to make that decision to scale, you need the humility to realize you can't do it alone and you'd benefit from outside "help".

Even better, you can realize that it's not even really about humility, ego or confidence.

It's about acknowledging that it's totally normal for a business to hire more people to help grow. That's why it's a business - and not a job.

[Leon Perkins @LeonLifeDesign]

If you're an entrepreneur, the more easily you spend money in your business, the more easily you make it back.

The more hesitant you are to invest in things that might make you more money because you're worried about it not working and losing your money, the less investments you'll make and the less times you'll have them work out and increase your revenue.

Picture it like this:

Let's say your revenue is $20K/month currently and you think there's a new team member or agency could you invest $5K/month in to help you grow.

Let's say if things don't work, you'll have spent 2 months with them and wasted 10K.

You've lost 10K.

But then let's say that if things do work, you'll make an extra $15K/month of revenue from now on and about an extra $8K/month of profit after their cost and $2K/month of any other costs.

Let's say from that hire, you make an extra $8K/month profit for only the next 6 months.

That's $48K extra profit.

Now imagine the odds are 50/50 that they'll fail or they'll succeed.

You might not want to make the investment because you're scared of losing the 10K.

But if you don't make those bets, you'll miss out on the 50% of times where the bet leads to multiple times more money than you could have lost.

It's a hugely asymmetric upside compared to the downside risk.

If you could flip a coin and heads meant lose $10K and tails meant gain $48K, you should flip that coin as many times as possible.

You need the willingness to risk a loss in order to have a chance at a much larger gain.

But unlike a coin flip:

- You have your judgement over how likely you think the investment is to work and how large the upside would be.
- You also have more control over the outcome.

For example, if you invest in some kind of marketing agency to book more qualified calls, you can't really control how many calls they book once you decide to start working with them.

But you absolutely can work even harder to get better at sales so you make even more revenue from the calls you book them and you make more revenue from working with them - even though they're the same agency.

It's all about betting on yourself and on your business.

My clients who make the most revenue (and profit) are the ones who invest the most in growing their revenue - whether it's with us, other team members, paid distribution for organic content, ad spend - all of it.

You get back what you put in.

If you don't reinvest much of your revenue into growth, your revenue won't grow much.

But if you do, and if you have good judgement, it will.

[Leon Perkins @LeonLifeDesign]

Most people focus too much on what they're marketing and not enough on who they're marketing it too.

You might think of your coaching or consulting as a defined product or service.

But people don't buy products or services.

They buy how they think it will help them solve their problem or reach their goal.

They buy the solution - how ever that solution looks like to them.

So in your marketing and in your sales calls, your first job is really to go as in-depth as possible into the problems your potential clients are trying to solve and the goals they're trying to reach.

The more detail you have about them, the better you can articulate how your coaching or consulting offer matches it.

I use the word "match" because you have to think about *how* your offer *fits* it and then sell that *how*.

You focus on the specific *how* you solve the problem or reach the goal - not so much the features and tangibles of the offer itself.

This is even more important for attracting new leads with front-end content and then how you nurture leads once they've booked a call with you.

They're interested in how you can help them solve their problems and reach their goals.

They're not interested in just hearing a pitch about your offer.

The more you focus on the offer, the less interested they are.

But, once you've marketed very effectively how you help, they're far more receptive to your pitch at the end of the sales call.

In short, market how you help - not your offer.

[Leon Perkins @LeonLifeDesign]

There's a certain level of information prospects need about your offer to buy and a sales call alone isn't enough to cover it all.

You've had sales calls before where the prospect shows up cold, not very interested, they're there to "learn more" but ultimately, no matter what questions you ask them and no matter what you say in your pitch - they don't buy.

They can listen to what you're saying but what you're saying can never be enough to make them care enough about it or believe in it enough.

You need them to have gone through the right content beforehand.

50-minutes of content that's carefully designed word by word to make the viewer as interested as possible in what you do is going to be 10X more compelling than a 5-minute pitch on a sales call.

The pitch should be focused on personalizing to the prospect how everything would work for them.

But if they haven't been through all that background content that makes them believe in why it's so important in the first place, what you say doesn't sound important enough.

Recently with one of my clients, we've had some prospects who were super warm on the sales calls and seemingly close to closing and we've had others who were totally cold and low-awareness.

We were wondering why.

Was it:

- Their career background
- Whether they're from ads or organic
- Whether they're inbound or from outreach

And eventually we realized that the only main difference was whether they had been through the content we had sent them to go through before the call or not.

The prospects who had been through it understood:

- What we do
- How it works
- Why it's so important
- Our past client results and credibility

Whereas the prospects who hadn't barely knew anything about us at all so they weren't even interested enough in the first place to hear and believe in anything our closer could say.

The reason why "nobody likes being pitched" is because they don't like being told to believe something by someone.

But the reason why people love educational content is because they feel like the person is helping them understand something they care about in a collaborative way that's not pushy at all.

When your pitch comes after the educational content, people care about and trust much more what you say.

To increase the chances prospects have consumed our content we send them pre-call, we're now:

- Making a Thank You page with quick, dense snippets of info
- Going to make a shorter, more condensed version of our VSL so leads are more likely to go through it.

Your nurturing content before the call is the most underrated aspect of a call funnel.

Focus on it more.

[Leon Perkins @LeonLifeDesign]

Your standards are the start of everything for your success in your business.

Your standards determine:

The quality of lead you're willing to take a sales call with

- How high volume of content and DMs you do to book sales calls
- How high prices you charge
- How much content you send leads to nurture them before the call
- How much you invest into your business e.g. ads, team members or agencies.
- The entrepreneur with high standards is always pushing to do more and more and better and better.

So, they always get more and more and better and better results.

Here's my best example of this.

We have a high client who can fluctuate between 50K to 80K to 100K/month.

Why?

The main factor is our standard for the quality of leads we take sales calls with.

When our standards aren't high enough, we get more cancellations and no-shows and lower close rates.

Our calendar is full of sales calls so we have the perception that our lead generation to book calls is going "well enough" but then look at the result.

When we significantly raise our standards, we cancel more calls, only take very highly qualified ones and then we have a lot of space in the calendar.

So what do we do next?

We have the standard that our calendar should always be full.

Having a calendar with a lot of empty space isn't good enough at all.

So, we think of ways to fill up the calendar again - but this time only with the most highly qualified leads according to our new qualification criteria.

We think of ways to improve the organic content performance, the outreach and anything else it takes to fill up the calendar again.

Then, we implement what we thought of and it works.

Our calendar is now full of higher quality leads and now we reach 80 to 100K that month.

Now we have a closer and more calendar availability - enough to book 6-7 calls a day.

We've just about been filling it enough but unfortunately, we're now having some leads who turn out to not be high enough quality.

So what will we do?

Not be content that the calendar is "full".

We'll raise our qualification requirements, take less calls, be down to only around 4-5 qualified calls a day, notice the gap in our calendar...

And then do whatever it takes to go back to booking 6-7 qualified calls/day but now with better prospects than ever.

We're going to do a higher volume of outreach and we're probably going to spend a bit more on ads to do that.

Now, our show rate will be higher, our close rate will be higher and we'll make more revenue and profit than before.

It sounds obvious that you should always do the most outreach and ad spend and anything else you profitably can.

But you don't even notice what the true level of that you should be at if your standards aren't high enough.

Your standards determine in the first place what you even see is possible and what you should do.

[Leon Perkins @LeonLifeDesign]

Don't sell coaching or consulting offers. Sell life or business transformations.

When someone is bought into as much as possible of the vision for their life or business that you paint with them in your content and on the sales call, your offer will seem so much more valuable.

The value of your offer is completely limited by the value of the outcome it produces.

- Group calls
- 1-1 DM messaging
- A course curriculum

Are only valuable in so far as they lead to the outcome you promise.

Here's an example with one of my clients:

He teaches corporate executives how to transition to having multiple fractional roles instead of a full-time job.

We spend about 80-90% of our content, marketing and even sales calls just on how much better their life will be if they achieve that.

Only the final 10-20% is about how our coaching program will help them achieve it.

We notice that prospects who already come to the call 100% sure they want to do fractional have a much higher chance of closing.

Why? Because they're so much more aware of how much it will benefit their lives than the prospects who still aren't sure.

Another example is that prospects who have already been laid off or describe themselves as burnt out are much more likely to close because they've already suffered one of the main problems of full-time jobs that fractional fixes.

Prospects who haven't already suffered that are looking at fractional more like a "hypothetical benefit" rather than a real solution to a desperate problem they're suffering everyday.

Even better:

This allows you to appeal to and convert less aware leads (which is most of your ICP).

The ones who are aware of their problem but don't really know much about solutions will resonate with you.

Whereas, if you focus too much on your offer, you'll only resonate with the leads who are actively looking for a solution.

Overall, as Alex Hormozi says:

"The pain is the pitch"

"Sell Hawaii - not the flight"

[Leon Perkins @LeonLifeDesign]

Ironically, when you propose a sales call, it shouldn't be directly about the offer you're selling.

If you do that, you book so many fewer calls.

If you want to book significantly more sales calls for your offer, you need to be generating a lot of new leads.

These "new" leads can't just be people who've been marinating in your audience for months.

That's a very limited number of people.

They need to be people who are genuinely new to your content.

Who saw your post for the first time that day and then decided to send you a DM or respond to your outreach.

This can be a much, much larger pool of people.

But because these people are new to you, if the call you propose with them just sounds like a sales call without much value to them, extremely few of them will say yes and book it.

You're asking them to already be very interested in your offer but they have barely any information at all about you and your offer because they're new to you.

So instead, you should:

- Focus the DM conversation on what they want to learn more about
- Then propose the call as a way for them to learn even more, specific to them
- And you use certain wording that implies that you'll talk about how you can help (your paid offer)
- But without making it sound like that's the main focus of the call.

Then, many more people will book because many more people are genuinely interested in "learning more".

Once they book the call, then you should have backend selling systems in place that nurture them much more and introduce them more to your paid offer so when they're on the sales call, they're now much more likely to be interested in buying it.

The prospects who book calls with one of our clients often go through about 50 minutes of video content between booking the call and having the call.

By the end of it, they're so much more interested and open to our client's paid offer than they were when we proposed the call in the DM conversation.

This is how you maximize call bookings while also making sure people show up to calls warm enough to have a good chance of closing.

[Leon Perkins @LeonLifeDesign]

Articulating as well as possible the pain of your target ICP that you solve with your offer might be the most important thing in your top-of-funnel content.

We've started running LinkedIn ads for our client and the target audience is very broad - it's 5.1 million - that's his whole ICP on LinkedIn.

We're not using any kind of interest-based targeting yet as we haven't got a large enough lookalike audience to.

I was concerned that our ads wouldn't appeal enough to these people because of that.

But, they still are.

We got 14 leads yesterday with about $80 in spend.

We booked a call with one today.

We've gotten over 50 profile visitors and followers who we'll connect with, reach out to and convert to at least 1-2 booked calls.

Our ads lead with the exact pains that our ICP have with their career so any of them who see the ad have a high chance of resonating with it and reading more.

Once we've hooked them, showing we understand fully their pain, we pivot to presenting our solution to the pain.

The solution we present isn't our coaching program.

It's the opportunity/end-outcome our coaching program is based on.

Then, we have a CTA at the end of the ad to DM us for a lead magnet which shows them how their specific career background fits this opportunity.

It's a funnel that takes people from problem-aware (the pains with their career) to solution aware (our opportunity) so we can get them in the DMs and set them onto a sales call with us where we make them product-aware (selling our coaching program).

Appealing to the pains and problems of your ICP is how you grab their attention the most - even if they're not familiar at all with you or your solutions yet.

Lead with that in your content and in your ads.

[Leon Perkins @LeonLifeDesign]

If right now you don't have enough qualified profile viewers, followers and reactions to do 200 connection requests/week, you're missing out on so many booked calls and so much revenue.

One of my clients now has more availability to take sales calls because we now have a closer.

We tried doing more cold outreach to help book more calls but leads' responses were very cold...

Then, my organic posts went viral, generated a ton of qualified profile viewers and followers, and now from connecting and reaching out to those...

We're booking 6 qualified calls/day so far this week.

The leads are so, so much warmer.

I also launched that client's ads that I'm running and we already booked a qualified call with just $15 of spend so far.

That ad is also generating qualified profile viewers and followers who we can connect with and reach out to.

We're going to ramp that up and then we should be able to keep booking 6 qualified calls/day every single day Monday to Friday + a few on the weekend.

The reach of your content to qualified viewers is the start of everything for your client acquisition.

You need to make it the no.1 priority.

[Leon Perkins @LeonLifeDesign]

There are so many ways to improve your organic content performance but this one is my favorite.

It's simply to do more of what already worked best.

You analyze as deeply as possible the commonalities between the best performing posts that you've made or that others in your niche have made.

You identify them.

Then you make more content based on that.

I recently noticed with one of my clients that when we presented the opportunity we promote as what our target ICP was already doing but just with a different "structure", that content performed so well.

So I've started making many more posts following that theme and nearly all of them are performing great.

They're bringing in many more new qualified profile viewers and followers we connect with, reach out to and then book onto calls.

We booked 5 qualified calls yesterday.

You don't always need to reinvent the wheel. You don't always need to be super novel or spontaneous.

You just need to do more of what works best.