In this Expert Insight Interview, Luke Charlton discusses getting more leads. Luke Charlton is known as The Aussie Hermit. He is a master of marketing, a student of persuasion, and a drinker of whiskey.
This Expert Insight Interview discusses:
- How Luke Charlton got started in the world of marketing and lead generation
- The art and science of lead generation and lead magnets
- How to have success with email marketing
Spaghetti at the Wall
Luke Charlton has done an incredible amount of research on acquiring leads throughout his career, but he started with the “spaghetti to the wall” approach, as he puts it. He moved from Australia to London in 2013 because he thought it would be a good place to branch out.
He figured it would be easier to get clients since there were more people in London than in Canberra. Once he got there, he tried everything. He went to networking events five nights a week, published press releases, did webinars, got into Facebook and LinkedIn groups, and so on. Despite employing all these different strategies, he only managed to get one client in 12 months.
Luke’s experience is shared by many entrepreneurs, small businesses, and marketing people today. Many people are still throwing spaghetti at the wall, trying to be on every platform and hoping for the best.
What changed things for Luke was understanding the art and science behind lead generation. He realized that instead of chasing prospects, you could get them to chase you. A straightforward way to do that is through lead magnets. Also known as a “client carrot,” a lead magnet is a piece of content that attracts leads, and you can use it to attract your dream client.
Email Every Day
Having a successful piece of content as your lead magnet is only one piece of the puzzle. A great lead magnet will get people to sign up for your mailing list, but it’s back to square one if you can’t get the emails opened and read.
Luke teaches his clients to send an email every single day. This is because, using his approach, the more you email, the more you make. He doesn’t teach sending how-to content or just pitching. Instead, he leads with entertainment and goes into the lesson from there.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.