Marketing The Invisible

Hosted by Tom Poland

Business Marketing EducationInterviews guests

Website RSS feed

Episodes

540

Latest episode

Aug 2026

Language

About the show

The Mission of Marketing The Invisible is to bring proven marketing ideas to professionals offering a service, advice or software and who want a weekly flow of inbound new client inquiries. We deliver one idea to boost marketing results using our “7 questions in 7 minutes”. www.leadsology.guru/podcast

Listen to episodes

60 recent

August 20, 202614 min

How to Turn Invisible Expertise into a Clear Sales Conversation in Under 20 Minutes – with Simon Bowen

Why you’ve got to check out this episode: Discover why your company’s greatest competitive advantage may be the way you think, not what you sell. Learn how “invisible company genius” can lead to price pressure, long sales cycles, and sales and fulfillment misalignment. Find out how identifying your customer’s deeper “ache” can transform your sales conversation and make your expertise easier to understand. Resources / Links: Visit modelsmethod.com/source-code-diagnostic to take Simon Bowen’s Source Code Diagnostic and discover how clearly your company’s deeper thinking is understood and documented. Summary: Are your prospects comparing you on price because they don’t understand the depth of your expertise? In this episode, Simon Bowen, founder of the Models Method, explains how businesses with complex expertise can capture and communicate their “company genius” through powerful visual models. He shares a simple way to uncover the deeper “ache” your customers are experiencing, helping you move beyond selling features and outcomes to becoming the sense maker your customers understand and trust. Check out these episode highlights: 01:30 – Q1: Who is your ideal client? Founders and CEOs of companies with complex expertise who know they do something remarkable but struggle to articulate it. 02:25 – Q2: What is the problem you solve? Helping companies capture their “company genius” and turn their unique way of thinking into a clear, transferable visual model. 04:10 – Q3: What are the typical symptoms? Price pressure, discount-driven sales conversations, long sales cycles, and misalignment between sales and fulfillment. 06:05 – Q4: What are the common mistakes? Hiring more salespeople, investing in branding, and relying on AI without first fixing the underlying “source code.” 08:20 – Q5: Valuable Free Action (VFA). Ask your best salespeople to independently describe the most significant difference your company brings to the market, then dig deeper to uncover the customer’s “ache.” 13:25 – Q6: Valuable Free Resource (VFR). Take the Source Code Diagnostic at modelsmethod.com/source-code-diagnostic to assess how clearly your company’s deeper thinking has been captured. 14:05 – Q7: Why you should not be a thought leader? A: Simon explains why the goal isn't to the“thought leader,” but to become the person who makes the most sense to your customers. Tweetable Takeaways from this Episode: “Stop trying to be a thought leader in your marketplace. Instead, just be the sense maker.” – Simon Bowen

July 30, 202610 min

How to Stop Competing on Price and Land Dream Clients Who Never Ask How Much – In Just 7 Minutes with Loren Fogelman

Why you’ve got to check out this episode: Discover how to shift from a time-for-money mindset to value pricing for your services. Learn the common mistakes service-based professionals make that keep them from raising their rates. Find out actionable steps to engage higher-quality clients who value your expertise. Resources / Links: Visit businesssuccesssolution.com/worth to download Loren's free resource, "Get Paid What You're Worth." Summary: Are you tired of feeling trapped in your business, working long hours without the financial rewards you deserve? In this episode, Loren Fogelman, a price and profit coach, shares her expertise on how service-based professionals can break free from the traditional time-for-money model and embrace value pricing. Check out these episode highlights: 00:10 – Introduction. Loren Fogelman shares her background and expertise in helping professionals double their revenue while working less. 01:00 – Q1: Who is your ideal client? Service-based professionals looking to earn more and engage higher-quality clients. 01:56 – Q2: What is the problem you solve? Helping clients shift from charging by time to value pricing based on what matters to their clients. 02:38 – Q3: What are the typical symptoms? Working too many hours, knowing they should raise rates but feeling stuck. 04:25 – Q4: What are the common mistakes? Keeping old clients at lower rates, making minimal fee increases, and caving into discount requests. 06:41 – Q5: Valuable Free Action (VFA). Shift the conversation from pitching to understanding the client's problems and offering solutions. 08:33 – Q6: Valuable Free Resource (VFR). Download "Get Paid What You're Worth" at businesssuccesssolution.com/worth for actionable insights. 09:30 – Q7: Q:if a business does decide to raise their fees, will all their clients leave A: If you are client-centered and you care about your clients, it's not transactional, that 82 to 100% of clients will convert. And that the ones that leave are usually the headache clients that you secretly wished would go away anyway. Tweetable Takeaways from this Episode: "Value pricing focuses on what matters to the client, not just your time." – Loren Fogelman "80 to 100% of clients will convert if you are client-centered and care about their needs." – Loren Fogelman

June 18, 20269 min

How to Use LinkedIn with AI – In Just 7 Minutes with Joe Apfelbaum

Why you’ve got to check out this episode: Discover why most professionals fail to generate leads on LinkedIn despite posting content. Learn the daily networking habits that create more conversations, referrals, and opportunities. Find out how AI can help you stay consistent on LinkedIn without spending hours every day. Resources / Links: Visit EVYAI.com to learn more about Joe's AI-powered LinkedIn system. Summary: What if the reason LinkedIn isn't working for you has nothing to do with the platform—and everything to do with your strategy? Joe Apfelbaum, CEO of a fast-growing digital marketing agency and creator of EVY AI, reveals why most coaches, consultants, authors, and speakers struggle to generate qualified prospects on LinkedIn. Many professionals spend hours consuming content, posting inconsistently, and hoping leads will magically appear. But Joe explains that LinkedIn is a networking event that happens every day—and success comes from consistently building relationships, starting conversations, and staying visible. If you're tired of posting without engagement, sending messages without replies, or wondering why LinkedIn isn't producing results, this episode is for you. Check out these episode highlights: 00:20 – Introduction. Joe Apfelbaum shares how LinkedIn and AI can help generate more qualified prospects. 01:32 – Q1: Who is your ideal client? Coaches, consultants, authors, and speakers who want to network more effectively on LinkedIn. 01:52 – Q2: What is the problem you solve? Helping professionals create more qualified conversations with ideal clients and referral partners. 02:28 – Q3: What are the typical symptoms? Posting inconsistently, consuming content without results, and struggling to start meaningful conversations. 03:45 – Q4: What are the common mistakes? Posting without a strategy, sending ineffective messages, and assuming LinkedIn doesn't work. 05:00 – Q5: Valuable Free Action (VFA). Develop a business plan, marketing plan, and LinkedIn plan before creating content. 05:55 – Q6: Valuable Free Resource (VFR). Visit JoeLinkedIn.com and EVYAI.com to access webinars, resources, and training. 07:15 – Q7: The question that should have been asked. Joe explains the daily LinkedIn activities that generate consistent leads and how AI can automate much of the process. Tweetable Takeaways from this Episode: "LinkedIn is a networking event that happens every day." – Joe Apfelbaum "You don't need more content. You need more conversations." – Joe Apfelbaum

May 14, 20269 min

How to Ditch Your Business Broker's Low-ball Valuation Method and Sell for 3-5X More Using Our Proven FutureValue Method – In Just 7 Minutes with Luke Fatooros

Why you’ve got to check out this episode: Discover why most business brokers undervalue businesses by focusing only on past performance. Learn how the FutureValue Method helps owners position their business based on future potential. Understand why burnout and emotional exhaustion can quietly destroy your exit value. Resources / Links: Visit exitsuccess.com.au to learn how to increase the value of your business before selling. Summary: What if your business was worth far more than your broker says it is? In this episode, Luke Fatooros, entrepreneur, business consultant, and licensed business broker, reveals why traditional valuation methods often leave owners massively underpaid when exiting their business. Most brokers look backward—focusing on the last three years of financials and current performance. But Luke argues that strategic buyers don’t buy businesses for what they were—they buy them for what they could become. After building a $12 million business from a shed with just $800—and later losing it all—Luke developed the FutureValue Method, a framework that helps business owners reposition, package, and present their business based on future potential instead of burnout-driven present performance. If you feel trapped in your business, emotionally exhausted, or worried your years of sacrifice won’t translate into real value, this episode could completely change how you think about selling. Check out these episode highlights: 00:00 – Introduction. Luke Fatooros explains how most brokers undervalue businesses—and how FutureValue changes the equation. 01:25 – Q1: Who is your ideal client? Business owners who feel burnt out, trapped, and unsure whether their business is even sellable. 02:05 – Q2: What is the problem you solve? Traditional brokers value businesses on past performance instead of future potential. 03:00 – Q3: What are the typical symptoms? Exhaustion, frustration, emotional burnout, and feeling stuck fixing the business before exiting. 04:00 – Q4: What are the common mistakes? Accepting low-ball broker valuations and trying to “fix everything” before selling. 05:00 – Q4 (continued): What actually increases value Reframing, packaging, and positioning the business for strategic buyers. 05:50 – Q5: Valuable Free Action (VFA) Write down three “blue sky” opportunities a buyer could pursue using your business platform. 06:50 – Q6: Valuable Free Resource (VFR) Visit ExitSuccess.com.au to learn how the FutureValue Method works. 07:30 – Q7: The question that should have been asked: A real-world example of FutureValue turning a dismissed company into a $3.5 million valuation. Tweetable Takeaways from this episode: “You don’t sell a business for what it is today—you sell it for what it could become tomorrow.” – Luke Fatooros “Burnout destroys business value faster than bad numbers.” – Luke Fatooros “Strategic buyers pay for future potential—not exhausted owner performance.” – Luke Fatooros

April 16, 202612 min

Launch Smarter, Not Harder – In Just 7 Minutes with Elisa Boogaerts

Why you’ve got to check out this episode: Discover why most launches fail—not because of strategy, but execution and team breakdowns. Learn how to scale your coaching business without burning out or micromanaging everything. Understand the missing role that keeps launches running smoothly (and profitably). Resources / Links: Visit launchpartnerpro.com to learn more about launch strategy and project management support. Download the Hiring Tech Pros Checklist: https://www.launchpartnerpro.com/hiringtechpros Summary: Launching an online program should feel exciting—not overwhelming. In this episode, Elisa Boogaerts, launch strategist and fractional project manager, breaks down why even successful coaches struggle to scale their launches. The problem isn’t effort—it’s being stuck in the weeds. Many six-figure and multi-six-figure coaches are juggling too many roles, micromanaging their teams, and operating without clear systems—leading to burnout, mistakes, and inconsistent results. If you want to scale your launches without sacrificing your time, energy, or sanity, this episode is a must-listen. Check out these episode highlights: 01:40 – Elisa’s ideal client. Established coaches (6–7 figures) who run regular launches and want to scale. 02:20 – The problem she helps solve. Taking the stress out of launches by creating a clear plan and managing execution with the team. 03:10 – What are the typical symptoms? Feeling overwhelmed, “keeping your head above water,” working daily, and heading toward burnout. 05:10 – What are the common mistakes? Micromanaging, poor delegation, hiring the wrong people, and lacking operational systems. 07:30 – Valuable Free Action (VFA), Define clear roles, responsibilities, and ownership for every team member. 09:40 – Q6: Valuable Free Resource (VFR). Hiring Tech Pros checklist to help you vet and choose the right support. Download here: https://www.launchpartnerpro.com/hiringtechpros 10:50 – Q: What role is most missing? A: project manager to plan, coordinate, and execute launches. Tweetable Takeaways from this episode: “Most launch problems aren’t strategy—they’re execution and team structure.” — Elisa Boogaerts

March 5, 202611 min

How to Use Podcast Guesting to Build Authority and Drive Leads – In Just 7 Minutes with Josh Elledge

Why you’ve got to check out this episode: Discover how podcast guesting can generate leads without paid advertising Learn why serving audiences generously can outperform funnels and cold outreach Understand how to get booked on higher-quality podcasts without spam pitching Resources / Links: Get your free PodVerified score: https://www.PodVerified.com This platform helps match qualified podcast guests with podcast hosts—without the spam pitching that most booking services rely on. Summary: What if you could grow your authority, expand your network, and generate high-quality leads—without paid ads or aggressive sales tactics? In this episode, Josh Elledge, founder of UpMyInfluence and a U.S. Navy veteran, shares how podcast guesting can become a powerful engine for authority and business growth. Josh explains that many consultants, coaches, and B2B service providers love serving their audience—but dislike the pressure of traditional marketing tactics. Podcast guesting solves this by allowing experts to share insights, build trust, and reach new audiences through partnerships with podcast hosts. Check out these episode highlights: 01:45 – Josh’s ideal client. Consultants, coaches, authors, speakers, and experts who love serving but dislike traditional sales tactics. 02:50 – The problem he solves. Helping B2B experts grow their businesses without relying on paid ads or “slimy” sales funnels. 03:40 – Typical symptoms before engagement. Inconsistent cash flow and unpredictable leads, creating stress even when your expertise is strong. 04:30 – Common mistakes people make. Using spam pitching services that blast generic emails to podcast hosts instead of building real relationships. 05:40 – Valuable Free Action (VFA). Circulate your expertise generously—connect with audiences through trusted partners who already have platforms. 06:40 – Valuable Free Resource (VFR). Get your PodVerified score to see which podcast stages you qualify for and start matching with hosts. 08:30 – The question that should have been asked. Q: How to identify the right podcast stages—and why alignment between guest credibility and podcast audience matters. Tweetable Takeaways from this episode: “Podcast guesting lets you grow your business simply by serving audiences generously.” – Josh Elledge “You don’t need spam pitching or funnels—you need the right stages.” – Josh Elledge “The best opportunities come from trusted audiences and human relationships.” – Josh Elledge

February 5, 20269 min

How to Get Visible with DEO - The New SEO – In Just 7 Minutes with Jason Ciment

Why you’ve got to check out this episode: Discover why SEO alone is no longer enough in a world of Google, ChatGPT, and AI discovery. Learn what DEO (Discovery Experience Optimization) really means—and how it changes visibility. Understand why shortcuts with AI-generated content are hurting brands instead of helping them. Resources / Links: Download Jason’s book I Need More Clients (free PDF via newsletter): https://www.getvisible.com/buy-the-book/ Summary: What if ranking on Google wasn’t the real goal anymore? In this episode, Jason Ciment, co-founder of Get Visible, introduces DEO—Discovery Experience Optimization, a modern evolution of SEO designed for how people actually find businesses today. Jason explains why visibility now spans search engines, AI tools, ads, referrals, and brand experience, not just keywords. With nearly 20 years running a five-star digital marketing and technology agency, he shares why businesses that rely on AI shortcuts, generic messaging, or “me too” websites are quietly disappearing from discovery channels. If your business depends on inbound leads, authority, and trust—and you’re wondering how AI is changing the rules—this episode gives you a grounded, practical framework to stay visible where it matters. Check out these episode highlights: 01:20 – What DEO actually means. Why visibility today is about discovery across Google, AI tools, and referral channels—not just SEO. 02:16 – Jason’s ideal client. Business owners who understand the web as a serious growth engine—not just a brochure. 03:04 – The real problem Jason solves. Companies have value, but don’t want the headache or risk of managing digital discovery in-house. 03:39 – The DEO framework explained. Clarifying the offer, positioning authority, building infrastructure, then activating visibility channels. 05:50 – Common mistakes businesses make. Relying on AI-generated content, taking shortcuts, and trying to be everything to everyone. 07:05 – Valuable Free Action (VFA). Stop being a generalist—build marketing around what’s already in your customer’s head. 08:00 – Valuable Free Resource (VFR). Get Jason’s book I Need More Clients free via newsletter signup. https://www.getvisible.com/buy-the-book/ 09:00 – The question that should have been asked. Q: Where do you think things are going in the next year? A: Companies everywhere are saying AI, AI, AI. We’ve been a service-oriented business for 20 years, with everything tailored. Now we’re introducing something new called Market Visibility Management. Anyone who wants to see what their market visibility actually looks like—we’ll give them a score. https://www.getvisible.com/mvm/ Tweetable Takeaways from this episode: “The biggest mistake is thinking they can use AI to solve all their problems, and just generate content with AI. It doesn't work.” — Jason Ciment

January 8, 20269 min

Relaunching Your Book – In Just 7 Minutes with Paul Brodie

Why you’ve got to check out this episode: Learn why writing a book is only half the job—and why most books fail after launch. Discover how to relaunch a book so it becomes a powerful lead generator for your business. Understand why “done is better than perfect” is the secret to getting published and profitable. Resources / Links: Visit brodieconsultinggroup.com to download a free copy of Get Published, read client success stories, and explore book launch and relaunch services. Summary: Have a book that didn’t get the traction it deserved—or still sitting unfinished on your hard drive? In this episode, Paul Brodie, a 21-time bestselling author and CEO of Brodie Consulting Group, reveals how entrepreneurs can relaunch their books and turn them into long-term business assets. Paul has helped launch over 200 bestselling books, and he breaks down why most authors get stuck chasing perfection, royalties, or massive word counts—when the real value of a book is leverage. You’ll learn how a short, focused, non-fiction book can position you as an expert, generate high-quality leads, and support your backend offers. If your book didn’t sell, didn’t convert, or never made it to launch, this episode will show you exactly how to rethink—and relaunch—it the right way. Check out these episode highlights: 01:10 – Paul’s ideal client. Non-fiction business owners who want to use their book as the foundation of their brand and marketing. 02:25 – The real problem he solves. Perfection paralysis and lack of marketing strategy that stop books from ever succeeding. 03:40 – Typical symptoms authors experience. Books that don’t sell, don’t generate leads, or never get finished at all. 05:00 – Common mistakes people make.Writing overly long books, focusing on royalties, and skipping the marketing investment entirely. 06:25 – Paul’s Valuable Free Action (VFA). Invest in marketing your book—use free and paid Kindle promotions to drive traffic and visibility. 07:40 – Valuable Free Resource (VFR). Download the free Get Published book at https://brodieconsultinggroup.com/ 08:45 – Q: How do you move past perfectionism and just get your book into the world? A: Speak it out, simplify the framework, and publish now—you can refine later. Tweetable Takeaways from this episode: “Done is better than perfect. Get your story out there in the world. You can fix it later.” — Paul Brodie

December 25, 20259 min

How to Achieve Market Eminence - In Just 7 Minutes with David Newman

Why you've got to check out this episode: Learn why market obscurity—not competition—is the real enemy of growth Discover how clarity and conviction outperform logos, websites, and viral tactics Understand how to position yourself as the smartest, safest, only choice in your market Resources / Links: Visit www.marketeminence.com for free trainings, tools, and resources on positioning, authority, and personal brand leadership Summary: Feel like you’re doing exceptional work—but the market hasn’t caught on yet? In this episode, bestselling author and strategic marketing advisor David Newman explains why so many professional services firms suffer from best-kept-secret syndrome—and how to escape it. David introduces the concept of Market Eminence: being known, trusted, and preferred before the sales conversation even begins. He breaks down why chasing tactics like rebrands, new websites, or viral content rarely works—and why bold positioning, clear differentiation, and a visible personal brand are the real drivers of authority, pricing power, and respect. If you’re tired of price pressure, long sales cycles, and having to “prove yourself” to every new prospect, this conversation will reframe how you think about marketing entirely. Check out these episode highlights: 02:51 – Who David’s ideal client is. CEOs and founders of mid-sized professional services firms who are tired of chasing and ready to be seen as the smartest, safest, and only choice in their field. 03:14 – The problem he solves. Market obscurity, which he describes as the enemy and the opposite of market eminence, often referred to as the "best kept secret syndrome." 03:47 – Typical symptoms before engagement. Clients feel they are not getting the respect they deserve, are treated like a commodity, face constant price pressure, and encounter questions like, "What makes you so special?" and "Why should we buy from you?" 04:47 – Common mistakes people make. Clients often try quick fixes like refreshing logos, rebuilding websites, or chasing viral content instead of focusing on foundational strategies for differentiation and positioning. 07:00 – David’s Valuable Free Action (VFA). Identify one industry belief you disagree with and craft a bold contrarian counterpoint to share publicly, whether on podcasts, LinkedIn, or newsletters. 07:40 – Valuable Free Resource (VFR). Free trainings, companion tools, videos, and resources available at MarketEminence.com to help boost differentiation and build market eminence. 08:35 – Q: Is building a personal brand risky if you want to sell your company? A: No, it’s essential because investors and acquirers prefer to invest in category leaders and market leaders, not anonymous operators. Tweetable Takeaways from this episode: “Clarity and conviction are going to attract clients way faster than any PR, or marketing, or ad campaign that is surface level, same old lame old nonsense.” - David Newman

December 4, 202510 min

How to Build a Brand People Can’t Ignore – In Just 7 Minutes with Jemimah Ashleigh

Why you've got to check out this episode: Discover why consistency in 10 key topics builds recognition and creates an unforgettable brand. Learn why most businesses are “hiding in plain sight” despite posting on social media. Understand the power of authenticity and confidence in stepping into your expertise. Resources / Links: Visit jemimahashleigh.com for resources on visibility, personal branding, PR, awards, media authority, and how to get known and remembered. Summary: Feel like you’re the best-kept secret in your industry? Award-winning visibility strategist Jemimah Ashleigh knows that frustration — watching less capable competitors get all the attention while you’re left wondering why no one notices your expertise. In this episode, Jemimah reveals why most service-based entrepreneurs struggle with visibility: they have a logo and sporadic social posts, but no strategic positioning or thought leadership. Your audience doesn’t just need to see you — they need to remember you. Jemimah shares her proven approach for transforming forgettable brands into unforgettable authorities through PR, awards, and strategic positioning. Check out these episode highlights: 01:51 - Jemimah's backstory: An award-winning visibility strategist helping entrepreneurs and business owners who feel like the best-kept secret in their industry. 02:25 - Jemimah's ideal clients: Service-based entrepreneurs and business owners who are good at what they do but feel invisible in a crowded marketplace. 03:16 - The problem she solves: Increasing visibility for service-based entrepreneurs who are skilled but struggle to be recognized and convert leads. 04:23 - Typical symptoms before engagement: Clients often feel stuck in the scroll of social media, seeing competitors gain visibility while they remain unnoticed. 05:36 - Common mistakes made by clients: Relying solely on logos and branding without effective communication, and waiting for opportunities instead of actively pursuing them. 07:39 - Jemimah's Valuable Free Action [VFA]: Write down 10 things you want to be known for and consistently communicate those in every post and pitch. 08:36 - Her Valuable Free Resource [VFR]: Visit jemimahashleigh.com for resources on visibility, personal branding, PR, and awards. 09:24- Q: What immediately makes a brand unforgettable? A: Authenticity and consistent belief in what you do are key to being unforgettable. Tweetable Takeaways from this episode: “Consistency always builds recognition, and recognition builds a brand that people can’t ignore.” - Jemimah Ashleigh