Anti-Marketing with Tiago Faria

In This Episode

• [02:11] – Stephan welcomes Tiago Faria as he explains how to simplify marketing using his anti-marketing approach. Tiago also shares how he started a podcast to leverage his guest’s audiences and used keyword research to optimize his channel.
• [04:46] – Tiago shares his strategy of overcoming fear in building a content creator muscle.
• [13:15] – Stephan and Tiago emphasize the importance of establishing relationships for business growth rather than seeking new leads.
• [19:55] – Tiago suggests examples of using emotional and scenario-based language in marketing.
• [23:50] – Tiago discusses the anti-marketing approach.
• [30:43] – Stephan and Tiago give some sales scripting strategy.
• [35:28] – Here’s how you can work with Tiao Faria.

Jump to Links and Resources

Tiago, it’s so great to have you on the show.

Thank you so much, Stephan. It is a pleasure seeing you again. It’s going to be fun.

Yeah, awesome. You have been podcasting for a while, and I was on your show in 2019. We did an in-person episode in Lisbon. What inspired you to start podcasting? Kudos for continuing. It’s almost five years now, so that’s a good run.

Yes. It is not always super consistently. I must admit. One of my first mentors told me the fastest way for you to grow an audience or authority in a local market or whatever is to tap into other people’s audiences and also network with influential people in your area. That was the reason why I started podcasting. It’s true. It’s an amazing way to connect with super amazing people who are highly connected and influential in their area.

Also, you have the benefit of having access to other people’s audiences because your guests will also see the episode. Some might be interested in your work. It still brings me new people to my world. The episodes I made in 2019 from YouTube are still on Google because of my SEO work on those videos. That was the main reason that I started with the podcast.

What do you do to SEO your podcast episodes?

It’s basically just keyword research based on the topic that the guests talked about, seeing what people are searching around it, and ensuring I include it in the title, description, and tags—some of the small things that add on and make a difference. Make sure that the thumbnail you add reflects the topic of the podcast. Start telling Google and YouTube that you are a content partner and are answering all the questions people have about that topic, creating an internetwork with all the videos and playlists.

Podcasting is a fantastic way to connect with amazing people who are highly influential in their professional niches.

That’s something cool that can be done. It’s not as advanced as Mr. Stephan’s work on Google, but it surely did help leverage the search engine side of YouTube, at least for when you’re beginning your podcast channel because you won’t be suggested. There won’t be suggested videos on your site at the beginning, so it helped me kick off that growth.

We can call it growth. I didn’t grow it to very high standards. I have almost 2000 subscribers. I’ve been on and off, but I had a very cool production period that helped me start my growth. I did a 90-day challenge to create my videos. That helped me in conjunction with the SEO work. It helped me kick off the channel and reap the fruits until now.

What was the 90-day challenge?

It was to create 90 consecutive videos in 90 days for YouTube, answering all the questions I could find through keyword research and seeing what else people were looking for in specific topics. I noticed, “Okay, this topic seems to be working better. I will create more content around this, add to it, and answer different questions.”

With feedback from the audience, questions start to show up. This is a great idea for a new topic. It helped me unlock the idea that I was not a content creator. I always thought I was a consumer. I hated public presentations. The podcast helped me start unlocking that idea because I was just interviewing people, and you pass the attention to the other side, to the guests. It’s not all about you.

I started feeling more comfortable, and then I completely destroyed this belief that I’m not a creator. For 90 days, magic happens. You become super skillful at the art. Of course, I hated the first few videos, but the trick is creating, publishing, forgetting, and going to the next one. You also position yourself again as a content partner in the eyes of Google and YouTube. It’s a win-win situation.

For those thinking of creating videos and feeling it’s important but still afraid, it’s a great idea to start your podcast first, unlock those first few steps, and then create an idea, a challenge of your content. It’s really an amazing idea.

In 90 days, have you published a new video every single day, shot a video every single day, or challenged yourself just to create 90 videos? What exactly did you do?

For those who understand the importance of video creation, but feel afraid to start, it’s a great idea to start a podcast first.

There’s flexibility on it. Miles Beckler inspired me. He’s one of the internet good guys of internet marketing. In 90 days, you publish 90 videos. Maybe you will publish two or whatever in one day, but I was more strict about publishing something daily. Something has to be shipped, even if it’s a one-minute video.

Being consistent and accountable to yourself and others means that you can even talk to people around you and say, “I’m committed to the next 90 days to do this.” The idea is to have a piece of content in 90 days. You can be flexible around it, but even if I were on holiday, I would still take my phone and record because it’s the only way for you to break these beliefs and become a real creator.

Amazing. That’s a great idea, by the way. It’s called a forcing function. If you just commit to yourself that you will go to the gym thrice a week, quitting or falling off the wagon is easy. But if you tell all your friends or everybody on Facebook that you’ve committed to losing 20 pounds or gaining 10 pounds of muscle this year, you’re out there in public having committed to that. That is called a forcing function.

Exactly.

Who’d you tell?

I told my wife and my colleagues at work. I was already growing an email list because I was blogging before. I’ve said it to the world, and now I cannot escape. Otherwise, I’m going to be badly perceived by others subconsciously. But I think it was mostly for me. At the end of the day, if I didn’t publish something at 10 or 11 PM, I was like, “Oh, I’m going to feel terrible if I don’t do this to myself.” So, I would still do it no matter what. 

It creates this content creator muscle and makes you surpass most of your fears because you’re using this brute force. You surpassed the perfectionism, procrastination, and all those fears in your mind. It forces you through it, and it works. If it worked for me—I was super introverted and hated public presentations—I think it can work for anyone if you just commit to it and tell it to people.

Did you miss a day?

No. I actually extended it. Instead of 90 days, I went 30 more days. I did 120 days on YouTube. I made the videos in Portuguese, but I have the reviews of how I felt after 30 days, 90 days, and 120 days on my YouTube channel. But I did not skip a day at all.

That’s cool. I like that. Virtual high five to you. That reminds me of something I learned about Seinfeld and how to build a habit. Seinfeld would write a joke. You know who Seinfeld is, right? You’re over there in Portugal. I don’t know if you get a bunch of the US TV shows and stuff.

Yes. We consume everything in America: TV shows, movies, comedies, everything.

Okay, so you know who Seinfeld is. In his very early days, Seinfeld would write a new joke every day and put an X on the calendar on the wall. This was way back in the old days when you didn’t have fancy devices in your pocket to track all this stuff. He would just put an X through that day on the calendar.

He didn’t want to break the chain by having a day without an X, so he made sure that he wrote a new joke every single day. If he missed a day, he would start over, day zero again of starting a new chain. An equivalent to that is the Duolingo app.

Yes. My mom is using it.

I use it on a daily basis. I’m learning Hebrew, and day 73 is where I’m at right now.

And you’re not skipping a day, right? It’s a common pattern. Even Seth Godin, still to this day, creates a blog post every single day without missing. Success leaves clues, so we should get inspired by that.

Yeah. I love that. Success leaves clues. I’ve heard that from Tony Robbins.

I think I heard it from Jim Rohn, but who knows who started it?

He learned a lot from Jim Rohn. Did you have an accountability partner on this 120-day challenge, or did you just power through it yourself?

For the video, no. I also did a 90-day challenge for my blog. I kicked it off. I had another friend working in the fitness area, and he did the same thing. We were together. For my YouTube challenge, I didn’t do it with anyone, but then, after going through it, I created a free challenge for other people who were in my audience. “Okay, let’s all create 90-day challenges to remove these beliefs that we cannot create videos.” It was incredibly fun. It really works.

Nice. How many people went through your challenge?

I successfully interviewed five people at the end of it. They’re also on my YouTube channel, but it was 30 people. It’s hard to make everyone go through whatever you want to do. Most people are not in the right mindset, or it’s not the right time, but it was fun.

Yeah. There are all sorts of excuses. Now that you have this established channel, podcast, blog, and all that, looking back on your successes, your challenges, and the times that you fell short in your mind as far as goals that you had set, what would be a few pearls of wisdom that you gleaned from all those experiences that you want to share with the audience?

I was all over the place. After our interview in 2019, I had just returned to Portugal, and I was starting my venture here; I was three years old, just falling into all the shiny object traps. I tested every single thing: funnels, ads. I was also playing with SEO at the time.

That’s one of the main things I could share from my experience. For whoever’s starting, do not fall into that trap. If we’re focused on trying one thing, “If it works, I’ll continue doing it.” You will never leave that trap. Instead, we should focus on doing one thing until it works.

Be super consistent about that and simplify as much as possible. We also tend to overcomplicate our lives because we are bombarded by messages from the big gurus telling us that we’re one funnel away or whatever. It’s easy to fall into those traps.

I’m one funnel away from sitting on the beach and sipping a piña colada.

Yes, it’s hard to keep attention. After three years, what helped me out is, first of all, I read this book from someone you know very well, Mr. Jay Abraham.

Getting Everything You Can Out of All You’ve Got.  For our listener who’s not watching the video, that’s the book that Tiago’s holding up.

Anti-marketing includes talking to people, building relationships, and tapping into your audience and your contacts. Click To Tweet

Actually, I found you through one of his episodes. I think you were on his podcast.

Okay, so that’s how you found me. It was through Jay Abraham. He’s a good friend. He’s an amazing human. He made a big difference for many folks, entrepreneurs,  business owners, and just a lot of people.

He talks a lot about simplifying things and returning to the basics of the timeless marketing and business strategies I’ve been working on for centuries. This last sentence especially got my attention: All you’ve got. That inspired me to start, “Okay, what do I have around me?” This is the basis of the anti-marketing approaches.

We all have a contact list, actually a couple of client lists. We have clients and people with whom we have sales calls. We have our current contacts, friends, family, LinkedIn connections, etc. Most of our audience has either an email list of subscribers or social media followers. Tapping into what we have is enough for us to start gaining momentum.

Even if you’re already an established business, if you need a cash injection right now, an amazing thing that most people neglect is to tap into your current established relationships. We tend to go to the new relations all the time. There’s a cold audience, etc. These people in our established relationships are not necessarily the ones who will give us the money, but they can also help us get the money.

We can gain momentum when we tap into our pre-existing successes and strengths.

One of the things that Jay talks about a lot is referral. We should be proactive about that. That’s how we can start leveraging everything we have. I don’t know if you want me to expand more on the anti-marketing method.

Yeah. Let’s go into your whole framework. But before we do, I just want to mention to our listeners that there are three awesome episodes on this show with Jay Abraham that I highly encourage folks to listen to.

I listened to him for hours and hours.

Tiago, could you expand on this anti-marketing framework that you have? Also, I’d love to hear some examples of successes where you’ve gotten clients to make a big shift because of it.

Established relationships are the main focus, tapping into the established relationships around you. The first question is, “Do I have something my target audience needs?” The offer creation part is crucial; it unlocks so many things. We tend to forget about that.

“Does my current offer answer a desperate problem that my target audience actually needs to solve right now?” If not, that’s the first place I love to start with. Have them interview their past clients or past leads, followers, etc. Find out what they need and get the emotional language out of them because then you can go back to your offer and reflect exactly what they told you, what they wanted, what they needed badly, their obstacles, their frustrations, etc. If you talk to their language, it will resonate much easier, and the offer almost sells itself. The first thing to tap into is letting your current audience and contacts help you create something they want to buy. 

The second question is, “Do my current established relationships need my offer right now?” For those who need it, we can simply ask them if they want help.

We’ve interviewed many people. Usually, I ask my clients to interview five to ten people in their niche. You can go back to them and say, “Hey, so you said you had this problem. I just created this amazing new program or service that answers that problem. What do you think about it? Do you know anyone who could be interested in it?” By taking this simple step, you can start closing the first or additional new clients of your latest offer.

Also, you can leverage your social media. Social media is a quick way to initiate conversations with your audience. I hate the Instagram game, the reels, the stories being there all the time.

For me, social media is just a conversation starter. I love creating hand-raising posts where you say, “Hey, look, I’m looking for two or three people who will be interested in achieving a specific outcome. If that’s you, just comment below or send me a message,” as an excuse to start conversations with people who are ready to buy now and are interested in it. With that simple X strategy, you can start extracting the people ready to buy now from your audience.

For those who don’t need your offer in your world, you can ask yourself, can you make something they need? And here we go with the referrals. Everybody needs money. Everybody loves to support people they care about. You never know how far connections go. So, simply offer a referral commission to people around you.

We should be proactive about referrals. That’s how we can start leveraging our assets.

“Do you know anyone who’d be interested in this? If you do, I have this referral fee.” If we do this systematically, we’ll be surprised by how much magic can happen around us with these simple little actions in our current world.

In terms of social media, mostly the hand-raising posts. I have a very good example of a Portuguese client of mine. She’s a career coach. She was very much focused on her one-on-one service. She was using Google ads, like a contact form. She was collecting very unqualified leads and losing a lot of time with those qualifications, so I helped her with the hand-raising posts.

She has an email list. She had lots of followers on LinkedIn. With this hand-raising post, she’s simply stating that I’m looking for five people who want this specific outcome. We have to have the emotional words that her audience wants to hear and act on. Just by starting conversations on social media and email, she could immediately close the new group coaching program she was creating, closing the five people she wanted in two weeks.

For Portugal, the numbers are a bit different than in the US, but she achieved €4000 in two weeks, which was amazing, just leveraging what she had. Then, she also tapped into her current network to ask for referrals, and that started generating momentum.

I love it because you’re talking to people already aware of you. It’s established relationships. People already trust you somehow to some degree. You’re not trying to convince someone from scratch to buy something. You’re using your network to create something they want and then simply ask, “Do you want this? I have this for you. It can help you.”

I’m going to ask her to post the LinkedIn post that was the differentiator.

If you speak the language of your target audience, your message will resonate, and your offer will sell itself.

It’s in Portuguese, but you can still Google translate, right? Thank God for Google Translate.

Yes, indeed. What were some of the emotional words in English, translated for our audience here, that she found were very engaging and provocative and moved people into action?

In that case, I don’t remember exactly because it was already a year ago, and I can give examples of what I mean. If you’re feeling like your relationship has reached a dead end or something, or very generic meta words, people understand them, but they don’t mean anything specifically. They don’t feel like this is me, right?

Yeah, they’re not connecting to those words.

They’re not connecting. But if you interview people, ask them profound questions, and try to extract emotional words, it can reach a point where people start saying something like, “Yeah, every time I come home, I feel like my husband doesn’t even look at me. My kids are even wondering why we’re fighting all the time.” Getting to the details of what it looks like during the day-to-day of those people, instead of using meta or very commonly used words that we tend to use as marketers, we tend to use very pompous words.

You can only reach if you just talk to your audience, schedule Zoom calls with five to ten people, and ask, “What are your main frustrations? How do they make you feel? What brought you there, and what you tried to do before that didn’t work? What do you want to achieve? How does your day-to-day look like?” Then, insist on being more specific.

Try to get the most specific answer possible by asking prompt questions like, “Oh, how does that actually make you feel? How does it reflect in your day-to-day? Can you tell me a bit more about this?” Those kinds of interviews are magical, especially if you record them and then transcribe the words instead of making them your own interpretation. It’s an amazing exercise that I think anyone listening right now could and should do.

Selling doesn’t have to include pressure and overly complex systems. Successful sales are about connection. Engage with your audience, address their vulnerabilities, and offer solutions. Click To Tweet

Book a call with five to ten clients, and try to extract all these emotional words that you can simply copy-paste in your communication afterward. People will find it. “This connects with me. It’s actually talking to me. I think it’s magical.”

It’s not just specific words; it also sounds like scenarios. If somebody comes home and their spouse is not looking at them as you gave in that hypothetical scenario, that would be painting a picture rather than providing an emotional word, but that’s important, too. 

There’s a scene from this movie. I forget which one it is, but it’s a comedy. Jason Bateman is in it and his wife. When he comes home late, his wife is already in her sweatpants. He isn’t getting anything at night when she has those sweatpants on. He’s done. It’s a lonely night for him. He races to get home before those sweatpants are on. If they’re on, he’s like, “No.”

Try again tomorrow.

The door is locked. Talking about the scenario, even if there’s not an emotional word there, evokes an emotional response from the reader, the listener, or the viewer.

Social media is a conversation starter.

The person feels like she’s talking to me. Even if she doesn’t experience that exact experience, it takes her to experience what it would feel like in a scenario that, “Yes, I actually also feel the same way.”

It’s amazing because if you’re not a good copywriter, which most of us aren’t, using this simple strategy to put it into your offer the way you communicate to your audience, the way you communicate with your sales calls, etc., all these magical words that resonate help a lot to close the gap. If they feel that we understand them even better than they understand themselves, they will feel, “Okay, this guy can help me because he understands me deeply, automatically.”

Awesome. Why do you call this anti-marketing? It sounds like marketing, but it is just more intuitive marketing or doing something marketing-related that doesn’t require handing over a big check.

Yes. I love marketing—my life, obsession, hobby, and everything. I call it that because my target audience is those who were me before, distracted by shiny objects. Those complex, confusing strategies are mostly adjusted for people in a scaling phase, not those who still haven’t reached stability or sustainability.

I’m anti that message that you’re on the way, you have to make ads, you have to be doing reels every day. Just simplify everything and just talk to people. The anti-marketing is talking to people, tapping into your audience, your contacts.

Make them help you create something they want to buy, ask them if they’re going to buy it, and then for those who don’t want to buy it or don’t need it, just, “Okay, do you know someone that would be interested in it? I have a commission that will help you out.” It’s simplifying everything to its core.

Do you have any suggestions on how to structure a referral system with a commission like percentages, how long you pay the commission for, and how to do this and integrity, so the person they’re referring, if they find out that a finder’s fee or commission was earned, they don’t feel sold, betrayed, or taken advantage of?

That’s a good question. I’ll also try to simplify as much as possible. To compensate people who were trying to help me very well, a 20% commission is a good rate for these kinds of high-ticket services to compensate people who are helping you out. I usually incentivize people to brainstorm with the person you’re talking to. “Okay, who do you know in your audience?”

Try to make sure that the person thinks proactively and then not just let it go and forget about it. Bring some people you know, maybe organizations you’re part of or people you’ve interacted with. Describe very well who you’re looking for. What kind of person can you help the best? Then, make them introduce you by email. Send an email to me introducing your contact in CC. This way, I can register you with this person and that person. You can start a conversation with her and make sure she qualifies or not.

In terms of the bad taste, it’s not a problem because I also advise everyone to present the referral program to new clients. Even if a new client comes referred, I also present the same offer. Of course, she understands that it’s a common practice. The person who referred me may also be compensated.

You never know how far connections go. Offer a referral commission to the people in your circles.

If people say, “Yes, it’s also an amazing idea.” Jay Abraham talks about that, like multiple ways to ask for referrals. “Do you know someone who would be interested in joining you? I can offer a discount for both of you guys.”

Even if the person says “No,” you can still say, “Okay, amazing. I understand that it’s not for you at the moment, but do you know someone who would be interested? I can actually offer you a referral fee. Even if you don’t work with me, I want to still benefit you.” There are lots of cool things you can do. It’s very abundant, I believe. People are willing to help you. I’ve been understanding that lately.

Is that 20% commission ongoing for as long as the client is with you, or is it for the first year?

It’s for the total amount. I usually don’t have retainers. I have programs or services that have a finite time. It will be for the total amount invested by that client.

Okay. For as long as they’re a client or as many programs as they sign up for, you’ll give that 20%.

No, for the first program, the person jumps, the program, the service, or whatever. That would be a good idea, actually, Stephan. Thank you for that.

All right, awesome. Do you have a template you offer the referral partners to send an email introduction to you? Is that something that you help them with?

Yeah, even a message template if they ask, of course. I don’t immediately send it to them. That might look a bit invasive.

A little pushy?

Yes. I like to make sure that I feel the person if she’s open to it and willing to contribute. But I definitely have those templates.

Consistency and systematic action are the keys to marketing. Track every interaction, follow up diligently, and systematically cultivate your referrals. Click To Tweet

Do you have an example of somebody that recently, perhaps, didn’t sign up with you but referred somebody to you, like they came in as a lead, but they didn’t sign up, or maybe they ended up signing up but also bringing a friend and getting a discount for both of them?

I have examples for both, but that hasn’t yet closed for the person that was referred. However, it keeps happening that the clients are being sent through those two strategies. If you systematically do it, things inevitably start happening. The secret is to be consistent and systematic about that and track everything. Every person you interact with, who did you ask for it? Did you follow up on it? Who did you refer? The trick is really to be systematic about it.

If you’re doing sales calls, strategy sessions, or whatever you want to call it, do you have a checklist or some numbered list of items you go through?

It’s like a sales script, and I have different scenarios if the person says yes or no. If a person says no, we’ll ask for a referral, but I always have that on top of my mind to guide me and my clients in terms of always being present and always asking.

Having a sales script, framework, or checklist is really helpful so you don’t miss stuff. For example, when I have a sales conversation with a prospect for SEO, I will ask them if it’s okay to record the call. Then, I don’t have to take notes while talking with them. It’s all captured in the recording. Also, I can share it with my director of SEO or someone else on my team who needs to know some of the information from that sales call if that prospect signs up as a client.

That’s super helpful. I want to start doing it. In your experience, did most people say yes?

I almost never get a no. Sometimes, they just say, “Please keep this confidential, only between us.” Something along those lines, but even that is not that common.

Yeah, if you position it as, “I don’t want to lose time taking notes. I want to pay full attention to you,” or something like that. That is a very cool idea.

I don’t spend a lot of time explaining it. I just made the simple request. Can I record this call so I don’t have to bother taking notes while we’re talking?

Very cool, Stephan. Thank you for that. I already learned so many things just from this quick interview.

What’s on your sales script that you want to point out for our listeners that we haven’t already discussed?

Trying to uncover the problems that keep the person from achieving what she wants. I’ll start by asking their desired scenario: “If we’re talking a year from now, what will be your ideal scenario? What will make you happy about it?” Try to understand the obstacles that are not letting her go there. Try to see and understand what she did before that didn’t work, and then compile everything that the person said to give it back to the person.

This is what I figured out about what you were telling me. Simply asking, “Do you want help with this?” Selling doesn’t have to be overly complex, pushy, or pressurey. It’s basically giving her a love letter, like, “This is all the problems I have. This is all that I want to achieve,” and then simply asking if the person wants help, and then just, “Okay, let’s go through what I have to offer to you. I believe this is going to be ideal for you.”

Talk about the program generically; do not go into too much detail about the modules. Focus a lot on the outcomes, on what the person would gain after that. Asking the person, “Are you ready to start right now?” If she’s not, “Okay, cool, no worries. When do you want to have a chat again? Do you want me to email you in the next few days?” Give the person the freedom to tell you how comfortable she is with the follow-up.

If she says “No,” then “Okay. That’s no problem. I totally understand that you are not ready for it right now. By the way, do you know someone who would be in this exact scenario that I just described to you?” Give an option to use a no as an additional sales opportunity. I think that covers the basics of it.

This reminds me of some listening techniques I’ve learned from relationship experts. This isn’t sales advice, and it’s just good conversational advice. I learned this from Harville Hendrix, who wrote Getting the Love You Want, a huge New York Times best-selling book. He’s the founder of Imago Relationship Therapy, which is practiced worldwide. Thousands and thousands of Imago-trained therapists, marriage counselors, and so forth.

Social media is a gateway to meaningful conversations with your audience, and a powerful tool for engagement and connection. Click To Tweet

He teaches this dialogue approach, where you mirror what they say. Let’s say your partner, and you are having an argument, but you’re not yet to the argument because you agreed to do this dialogue approach. You don’t jump in and share your two cents; try and defend yourself, or whatever. You just mirror back what the other person is saying.

The person feels understood.

Exactly. They feel heard. Then, you summarize. After you summarize, you validate and empathize. Validating, like, “Yes, that makes sense.” Empathizing is, “I imagine you must feel X, Y, and Z when you have that situation happen.” I am also making sure that everything has been said. “Is there anything else about that? Is there anything else that you want to share?” That is such a powerful way to diffuse arguments, but it’s also a way to build rapport relatedness, and it helps that person feel understood by you.

I’m just thinking in terms of the sales conversation. If you’re mirroring and relaying what you’re hearing from them, which you’re already doing, it sounds like you were saying. But you also take the extra step and share how that must feel X, Y, and Z for you. You’re empathizing, and you’re also validating. It makes total sense that you would feel that way or have that situation, that challenge, the difficulty, or whatever. I think that would maybe help enhance your sales process. What do you think?

Your best marketing strategy is to simplify everything and talk to people.

I’m taking notes of it, everything. I will review this interview and improve my sales group even more. It totally makes sense.

Also, you can check out that interview with Harville Hendrix that I did a few years ago now, but that’s on my Get Yourself Optimized podcast, the personal development one.

I’ve heard you’re amazing at show notes.

It’s good for SEO as well as the listener. If someone wants to work with you, if they want to learn from you, if they want to apply some of these principles that you’re talking about in greater depth, what’s the next step for them? Where would we send them to? And how would they work with you?

If the person somehow identified with what you talk about here and wants to get clients consistently, but it makes her cringe to think that they have to post reels on Instagram every day, tired of wasting money on ads that are just eating budgets, and that’s the only way they know so far to do it, then they can reach out to me at [email protected], it’s my email. If you have any questions or comments on what we discussed today, you can book a free call with me at tiagofaria.pt/call. Let’s chat.

I love to meet people like you who work in the industry we’re describing today. We can brainstorm simple strategies that people can implement today using what they have in their world.

Awesome. Anti-marketing marketing. Thank you, Tiago. Thank you, listener. We’ll catch up with you in the next episode. I’m your host, Stephan Spencer, signing off.

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Your Checklist of Actions to Take

Simplify my marketing approach. Identify one to three key strategies that work best for me and avoid falling into the trap of chasing new marketing trends.

Focus on my established relationships. Tap into my existing network of clients, leads, friends, family, and social media connections. Established relationships can be a goldmine for opportunities.

Create offers that solve desperate problems for my audience. Craft my offer using the exact emotional language my clients use. Make it abundantly clear how I can lead them to their desired outcomes.

Use my social media to start conversations rather than just post. Instead of focusing on flashy posts or reels, create “hand-raising” posts that directly address the specific problems or desired outcomes of my audience.

Build potential leads by offering referral commissions to my network. Support is more likely to come from people who care about me and who can act as powerful advocates for my business.

Craft a focused checklist based on my clients’ responses. Strategize how I can summarize problems, call to action, handle objections, ask follow-up questions, and request referrals.

Record sales calls. This allows me to focus on my prospects. Use call recording tools like Gong or Otter so I can be fully present, and review transcripts afterward to improve my process.

Systematically follow up with every sales conversation. Treat every lead the same, whether they buy or not, and enter details into my CRM.

Commit to consistent action through content creation, reaching out to contacts, and refining my offers. Success often comes from persistent and consistent effort.

Connect with Tiago Faria via email at [email protected] to work with and learn from him. Book a free call directly at tiagofaria.pt/call.

About Tiago Faria

Tiago Faria is a business mentor in the “Help Industry” with a unique “Anti-Marketing” approach. After working at the EU headquarters of Google for eight years, he’s been simplifying marketing and business to its core. He believes you already have everything you need to grow a sustainable and fun business.