Simplify the Way You Get Leads and Promote Your Business – In Just 7 Minutes with Veronica Di Polo

Resources/Links:

• Grab your FREE secret Google doc of strategies to turn your words into clients. Click here: https://www.fromwordstoclients.com/

Summary

Are you getting enough consistent leads with your service-based business? It’s easy to get caught up in client work and rely on random social media posts, only to find your pipeline running dry. You need to simplify your marketing, craft a clear message, and build a steady flow of clients without the guesswork.
Veronica Di Polo is a marketing expert helping entrepreneurs craft clear messaging and build strong brands.

In this episode, Veronica shares how service-based business owners can simplify their marketing and attract clients with a clear, compelling message. She explains why social media alone won’t bring leads and reveals a smarter approach to cutting through the noise. Plus, she gives a powerful question to ask past clients that helps refine your messaging for better results.

Check out these episode highlights:

• 01:49 – Veronica’s ideal clients: They are service-based business owners.
• 02:43 – The problem she helps her clients solve: The thing is that I try to explain to my ideal potential clients that, yes, you may be busy. Yes, you might have clients, but you have to continue to build that pipeline of leads.
• 04:11 – Symptoms of her clients’ problem: They don’t actually know how to speak to their potential clients.
• 05:04 – Common mistakes clients make before reaching out to her: Throwing spaghetti on the wall won’t cut it today, or, trying to post something because you have to post something on social media.
• 05:58 – Veronica’s Valuable Free Action [VFA]: Try and sit down with somebody that was already a client right now, and say, ‘Okay, tell me what was the moment that you decided that you actually wanted to work with me?’
• 07:01 – Her Valuable Free Resource [VFR]: Grab your FREE secret Google doc of strategies to turn your words into clients. Click here: https://www.fromwordstoclients.com/
• 07:52 – Q: What makes me different from everybody else? A: I am a southerner, I’m here, but also I understand what is to sell in marketing because we’re selling air.

Tweetable Takeaways from this Episode:

“Social media is not marketing. The only way to get those leads is to listen and hear what the struggling people are out there in the world saying, 'Oh my God, I need your help.' And use those words to get them into your world.”… Share on X

Transcript
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)

Tom Poland 00:10
Greetings everyone, and a warm welcome to another edition of Marketing The Invisible. I’m Tom Poland, beaming out to you from the Subtropical Paradise, which is the Sunshine Coast here in Australia. Joined today by Veronica Di Polo. Veronica, you are also in quite an exotic location. Tell us where you’re hanging out.

Veronica Di Polo 00:26
Yes, hi Tom, how are you? I am in Moraira, which is in Spain, and that is between Valencia and Alicante, just in the middle.

Tom Poland 00:37
South of Valencia, right?

Veronica Di Polo 00:38
South of Valencia, yes.

Tom Poland 00:40
Almost on the same latitude as Ibiza or just a little south, I think.

Veronica Di Polo 00:45
Oh, yeah, where right in front of you, can actually, sometimes on a very clear day, in a high mountain, you can actually see Ibiza if you want.

Tom Poland 00:53
Yeah. Beautiful part of the world. So folks, Veronica captured my attention because of her copywriting ability and her ability to simplify what is actually a very complicated world. And that’s the world of marketing. So she is a genuine marketing expert. She helps entrepreneurs craft to get the message clear and to build a strong brand. But Veronica, I think, if I may say so, outside looking in, it seems to me that your superpower is around using that carefully crafted message to then make the marketing quite simple.

Veronica Di Polo 01:30
That is very correct.

Tom Poland 01:32
Right. So that’s why I’m delighted to have you on the show. Folks, the title today is, Simplify the Way You Get Leads and Promote Your Business. We’re going to unpack that. Our seven minutes is going to start now. Veronica, I have robbed you one second, but I’ll make it up at the end. Let’s go. Question number one, who is your ideal client?

Veronica Di Polo 01:49
My ideal clients are service-based business owners. Anything from realtors to stylists, interior designers, anybody that serves, that is my ideal client.

Tom Poland 02:00
So it’s people who have, it’s some informal intellectual property. They’re very good at what they do. It’s not a physical product, it’s a service or advice type business. As you said, interior designers, coaches, consultants, teachers, trainers. Folks, if that’s you, which probably will be, because that’s virtually all of our subscribers and listeners. You know that the big challenge you have is messaging your magic to the market in such a way that it gets cut through and motivates people to want to know more. So without wishing to steal your thunder, Veronica, that’s kind of the problem you solve. But is there anything else you want to add to that that’ll help people understand what sort of obstacles or challenges you take out of their way in the pursuit of new clients?

Veronica Di Polo 02:43
Well, the thing is that I try to explain to my ideal potential clients that, yes, you may be busy. Yes, you might have clients, but you have to continue to build that pipeline of leads, right? So the only way to do that is to do that consistently. And I know we get caught up with clients and we don’t end up promoting the business that we have. So the way that we do it is that we simplify the way that we are going to be putting our brand to cut through the noise with everything that is happening in the world.

Tom Poland 03:17
And so I guess that simplification of the message and the marketing is going to have people, your clients more inclined to actually want to do the marketing as it’s…

Veronica Di Polo 03:26
Well, exactly. Because what I want is for people to be excited and not be afraid of marketing, right? This word marketing or messaging, it’s so huge, but it’s not 1990, it’s 2024. We have so many tools to help us. And not be afraid to use them to our own advantage.

Tom Poland 03:50
So question three is, what are some of the typical symptoms that your clients are experiencing before they start working with you? The busy, yes. They might have clients that are very, very distracting, having clients get in the way of doing business sometimes, but what else is going on that might give them a heads up that they should be finding out more about your work?

Veronica Di Polo 04:11
Well, most of my people, I would say, don’t actually know how to speak to their potential clients. They think that they know who their potential clients are because they have clients, right? But you talk to them in a different kind of way. When you have a client, you speak to them, client talk, but when you don’t know them, you have to be able to express exactly how they feel, what they struggle, what’s their pain, right? So if you don’t tap in those emotions, you cannot be a specialist in what you do.

Tom Poland 04:47
Right. So you’ve got a lot of people out there probably not articulating the benefit of working with them to their prospects. But they’re still trying stuff. Question four is, what would you say are some of the common mistakes that people make in trying to get the message about their magic out to the market?

Veronica Di Polo 05:04
Well, the thing is that throwing spaghetti on the wall won’t cut it today, or, trying to post something because you have to post something on social media. Let me say something, social media is not marketing. You will not get clients through social media unless you pay for ads. Social media is a way to get visibility, but you won’t get those leads through that. So the only way to get those leads is to listen and hear what the struggling people are out there in the world saying, ‘Oh my God, I need your help.’ And use those words to get them into your world.

Tom Poland 05:42
Okay. So let’s unpack that a little bit because it leads us quite nicely into question five. A top tip, a first step in the right direction that someone could take. What’s a tip that you can give people for trying to figure out what it is they should be saying that’s going to generate the inquiries?

Veronica Di Polo 05:58
Well, they could actually try and sit down with somebody that was already a client right now, and say, ‘Okay, tell me what was the moment that you decided that you actually wanted to work with me?’

Tom Poland 06:11
Good question. Yeah.

Veronica Di Polo 06:12
Yeah. Because then you will actually unpack, and obviously there are layers and you can go deeper into those questions and try to understand the psyche of that person from that moment. Now they’re your client, but at that moment, what made them say, ‘Oh yes, you are that person for me.’

Tom Poland 06:28
I need to find out more about this. Yeah. That’s a very revealing question because it’s… They’re probably going to say something like, ‘Oh when you said, or was when I read this thing you wrote, or you were at the webinar and you showed this model and that’s when the light bulb went off.’ This is what I’ve been looking for. So that’s a great top tip of first action, folks. May not solve the whole challenge for you, but it might take you a step in the right direction. Where would people go to find out more about how to turn their words into clients?

Veronica Di Polo 07:01
Well, they can actually go fromwordstoclients.com/ and I have a freebie, which is like a secret Google doc where you can actually get all the information and you will immediately be introduced into my daily emails where I actually break down and simplify strategies for you to use. Sometimes it’s productivity, sometimes it’s marketing, sometimes it’s messaging, sometimes it’s mindset, because sometimes we need the mindset. And yeah.

Tom Poland 07:30
So folks, that’s www.fromwordstoclients.com/ URL. Go there and grab the free secret Google document that gives you a framework for turning conversations into clients. Veronica, thanks for that. Question seven, last question. What’s the one question I should have asked you but didn’t?

Veronica Di Polo 07:52
Well, what makes me different from everybody else?

Tom Poland 07:56
Great question. Yeah. What makes you different from everyone else?

Veronica Di Polo 07:59
It makes me, I am a southerner, I’m here, but also I understand what is to sell in marketing because we’re selling air.

Tom Poland 08:09
What does that mean?

Veronica Di Polo 08:10
Your messaging needs to be so clear that people need to understand it, like, right away.

Tom Poland 08:15
Clear. Brilliant. Veronica, thanks so much for your time and I will let you go. It’s morning. Your time. I’ll let you go and grab another coffee.

Veronica Di Polo 08:23
Thank you.

Tom Poland 08:24
Cheers.

Tom Poland 08:25
Thanks for checking out our Marketing The Invisible podcast. If you like what we’re doing here please head over to iTunes to subscribe, rate us, and leave us a review. It’s very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.