Ep 136: Toni Everard - Are Your Ads Getting Leads or Clients?

If you’re running ads and the outcome is growing your email list, but you’re not increasing your sales.

There’s something deeper going on.

In this episode, Toni Everard explores why running ads isn't the solution most people think it is…

And why putting an ad in front of more people won’t fix a business that isn’t converting.

Because most people don’t realise they’re avoiding being fully seen, avoiding sales conversations and trying to replace real connection with automated funnels.

This episode breaks down the connection between your sense of safety around visibility, your relationship with money and sales and your ability to actually convert leads into paying clients.

If you’ve been thinking ads are the next step, or wondering why you’re getting leads but no sales…

This will change how you approach growth in your business.

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Transcript

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You are listening to the Coaching Circle with Tony Everard, business and Mindset coach and your strategic thinking partner. This podcast is for those who want to step out of the hustle and glow in the flow. We'll talk about all things mindset, energy, and structure so you can evolve from the inside out and build a business that supports the life you want to live. Let's dive in. This episode, I've been sitting on this topic for a little while and, uh, I've decided it's time, it's time to really talk about this because I'm seeing a lot of it and I really, I think this is a public service announcement. So this is for those people who are perhaps not. Doing over a hundred thousand dollars in their business. You might be a coach, you might be a practitioner, you might be a service provider, and, uh, you're under the a hundred K mark and you are wanting to grow your business. And you are, you've been convinced that ads will solve your problem and make everything easier for you. And, uh, I wanna go deep on this because look, I'm all about people mastering business. And it's really important because of a lot of things, like I'm a big believer, as I always mention, that business is a big part of your personal growth and who you are being and how you show up in the world and how you think about yourself and how you influence others and the impact that you make in the world. And uh, and if we go back a bit. Let's go, let's go back a bit. I'll take you back to 2015. Right? In 2015, I, uh, decided that my job in accounting just wasn't hitting up for me anymore. And, uh, and previous to my job in accounting, I worked in a bank and I worked in a bank for about 10 years all up. And the reason that I left the bank was because I hated sales and working in a branch in a bank. There were KPIs, there were sales targets, there were, uh, things that I was meant to sell to my regular clients, including insurance And, uh. You know, financial planning and loans and all those kinds of things. Uh, but I hated sales and I really believed that, uh, my role was to be a nice person that my clients liked to come and see when they did their transactions. And I did that side of it very well, but my manager wasn't convinced that that was, uh, fulfilling my, um, requirements in my job. And so we used to have a lot of discussions about this. And eventually it prompted me to look for something outside of the bank'cause I didn't wanna sell. And uh, and then I got a great accounting job where I didn't have to sell and I just set up my desk and, uh, I could have everybody liked me and I did well, I was efficient. I had a desk and a computer, and a phone, and it was pretty crazy kind of job. Um, but eventually I thought, you know what? I could be doing a whole lot more. And, uh, uh, I got into affiliate marketing through a friend of mine who was doing it now. In affiliate marketing. The reason that I'm bringing this up is because when I was doing affiliate marketing, if you've ever done affiliate affiliate marketing, generally what happens is that everything is done for you. Okay? There's a proven offer. There's a funnel that's built, there's a system that works, and all you have to do is, uh, create content or drive traffic. To the offers and there's a whole system there. And then, you know, there would be some amount of sales that you would need to do because obviously the people would want to have a bit of a chat with you and those kinds of things. And so all I had to do was create some content, but run some ads and run ads and uh, and you know, they'd go, come through this, uh, funnel. And so I did that and I spent quite a bit of money on ads and I learned all about ads and they were a lot cheaper back then as well, uh, back in 2015. But none of it converted. And it wasn't just me that it didn't convert for, but most of the people around me who were similar to me, that were attracted to this kind of easy way of making money, uh, it also didn't work for. And uh, and that's when I really started to realize something. But it is also how I got into personal development because this company knew that the people who succeeded did a lot of work on themselves, right? They did a lot of work on themselves, and that's how I got into personal development. And so this is something that, uh, has been a big part of my business journey. And even then when I started coaching and training, uh, I thought if I could just be the best coach and the best trainer, then that clients would just come to me and that would be great. Uh, but it didn't work that way. Right? And the thing is. What we have to realize is that really with anything in business, if you are going to outsource it, you first need to, you, you, you need to know how to do it first yourself. Right. So if you wanna outsource marketing, you first gotta understand marketing for yourself, right? And be really clear about marketing and who your clients are and you know, the outcomes you create from, and all those things. You gotta be really, really solid in that, um, and sales, right? You can't outsource sales until you really love sales and you understand sales, you love selling, you love being sold to. I did a whole, uh, episode around that. Around sales and loving being sold to as well. Because if you think that loving sales just means I love sales, when someone, um, you know, reaches out to me and says, Hey, you look amazing, or so and so's told me you're amazing. I wanna work with you, uh, and here's my money. Uh, great. That's great. I love those sales as well. I've had loads of those sales in my business. However, you can't leverage that. You can't grow off of that because it's not predictable. And so you have to be able to also love sales and being sold to, because that's where the big power and authority shift happen within you. Once you realize that you are your own power and authority, and you are happy for people to sell to you because you don't feel like that they're gonna take advantage of you or. Anything else, then sales become something that you integrate into your system and then you can sell to other people because, um, you don't think that they're worried, you are trying to convince them of anything, right? You understand that they're able to make a decision for them, them, uh, as well. And so this is the big thing about what people are often trying to bypass. When they hear ads, right? The reason that business isn't actually growing is usually things like, uh, you know, I hear people say that, um, you know, I, I don't wanna be on social media. Right. I don't wanna be on social media. Um, and I don't wanna be in there all the time. Wast all my time. Um, and, uh, you know, I don't wanna be annoying people and I don't wanna just be talking to the same people all the time, um, and all these kinds of things. So they think ads will solve that problem. Right. But they won't. Because that is a visi visibility problem, okay? And not visibility from the perspective of, uh, that not enough people are seeing you. That is probably true as well, but what the actual visibility problem is, is that you don't feel safe being seen, okay? If you are worried about what people that you know think about you and how you are showing up, and if you're annoying them. Then getting in front of more people is not gonna solve your problem, right? Getting in front of people you don't know is not gonna solve your problem because eventually for them to become clients, they have to know you. They have to get to know who you are, and that's not gonna happen by people saying one ad. It's not gonna happen by people saying one ad and then reading some of your emails. They're not going do that from cold and then go, oh my God. You're exactly the person. They, they have to be able to build a relationship with you and you have to be, uh, okay and feel safe enough for people to be able to see you. Right. And so this is the thing. You have to be already integrating the fact that you are growing a brand and that you are showing up consistently and that you are being seen by people who already know you as well as people who don't know you. And it's the thing is that we have to realize is that you have to risk what other people think about you. Right. You have to risk what other people think about you because there might be people that do think, wow, I'm sick of seeing Tony on social media. Okay, you can scroll by, right? That's okay. But the people who are I know, like, and trust, and the people who support me. Happy for me to be doing what my passion is on social media, right? They're happy about it. The people that are not happy about it aren't likely to be my clients or refer me clients either, and that is the key thing. And so I'm very integrated in that, in that you don't have to want to like me, you don't have to want to refer my clients, but. But I'm, doesn't mean I'm going to, uh, keep myself small so that you stay comfortable so that you don't have to have a thought about me. That I, you don't have to make a judgment about me. That's never ever gonna happen, right? And this is why that we need to get this fully integrated in ourselves around how safe we feel about being visible and how people perceive us and what they think of us, and fully adopt the identity that, yes, I'm a business owner. Right. Yes. I'm a business owner. Everybody that I know knows exactly what I do. Um, and it's not all I talk about. I've got a life that people see that I have as well, but it, it, I'm so integrated with what I do, that it is forefront of who I am and what I do, and that's why it's safe for me to be visible and for people to be able to see me. And I'm not trying to avoid people that I know seeing me because. Yeah, if people find my business annoying, then I probably don't actually wanna be connected with them because there's an expression of who I am, and this is the thing that you need to get to within yourself, right? This level of visibility and being anchored in the truth of who you are, what you are passionate about, what it is that you wanna impact the world, and you know, be, do, have, and that it's okay, that that's okay, and you can take up space doing that. And, uh, running ads will not bypass that for you. And running ads won't bypass that for you. Running ads won't just get you magically to the people that are gonna want to see you and not have any negative judgments about you and decide that they wanna from you. That does not happen. That's just an avoidance strategy. And so this is where. I see so many people stepping into the ads illusion, right? Because ads give people the feeling that they're doing something powerful. Now, I'm not saying that ads are not good overall. They're very good. Ads are very good. If you have got a proven converting, uh, offer and you know that it's converts and it converts at a certain amount of. Uh, numbers, percentages, and you've got that proven and it's so proven that people can come through your funnel and that it converts, then by all means run ads to that and get it out further.'cause you'll amplify that result. But if you don't have that ad that result first, that conversion result first, ads aren't gonna magically create it for you. Okay. Ads are just gonna amplify what's already working. They're not going to start making something work that wasn't there before. And this is the key thing. And so this is where people get into this ads illusion, where they get this feeling that they're doing something powerful and they're like, yeah, I'm scaling and I'm growing and I'm reaching new people because I'm getting all these new people on my email list because I'm getting all these people that are, you know, downloading my ebook. And the thing is that. Whoever's helping you to run those ads or set those ads up will likely base success on those campaigns on how many leads you generate. Now, let me get this clear. How many leads you generate is only a relevant number. If you know how many leads you convert consistently. If you don't know how many leads you convert consistently. Then getting more leads is like a vanity metric, right? It'll make you feel good. Um, and it might make you feel successful having a, a lot of people on your email list, but if none of those people are buying what you've bought are a bunch of pen pals who probably don't write back, right. I, I, I, that might sound harsh, but I really want people to understand that and get it from a perspective like I've been there. I understand that if you've just got an email list and none of those people are converting into clients, you've got a group of pen pals on a one way street, right. That you are sending emails to if you are even doing that. Okay? So. What we need to make sure we understand is that you want clients not leads, right? You want clients, clients, clients, clients, and everything should be the ultimate outcome is does this make me more clients? If someone is telling you that they're helping you with your social media or any kind of lead generation, and the outcome is brand exposure. You don't need brand exposure, you need clients, right? The only time you're gonna need brand exposure is when you've already got a converting offer. If, if someone's, uh, helping you with your social media or your lead generation or your ads, and they say the, uh, successful outcome of this campaign will be that you grow your email list or you'll get a certain amount of leads, right? That is not successful unless you know how many clients that that will turn into for you. Okay? So now I'm not saying that these marketing people are bad people or that they're ripping you off. They're doing their part, right? They're doing their part that they're focused on generating leads, but they're doing it assuming you've got the sales part nailed, right? They're assuming you've got the sales part nailed, and that's why you wanna create more leads. If you don't have the sales part nailed, then leads on their own aren't going to grow your business, I think it's gonna cost you money and uh, and that's not what you want. Okay? So you could be growing this email list, but if. Energetically. So underneath you don't have a really clear structure. You don't have really clear boundaries. You don't really know if you feel safe around who you are inviting into your business. If, uh, having more people come into your business feels unsafe because you don't wanna be too busy or you dunno how you'll manage the workload. Or you are worried that you're gonna get people that might end up com um, complaining or not getting results or coming in and then telling people that it didn't work or, um, or that you are gonna make money. And then unconsciously you've got some kind of money block, uh, around, you know, um, your relationship with wealth or how much money you're allowed to make or anything else. Uh, there's a whole range of things that I work on with people that have underneath. Then your ads will not turn into clients. Right. That'll turn into vanity metrics, where you'll be able to say that you've done something that is successful, that has, isn't actually successful in the context of your business growth. Okay? It's successful in getting ads that create leads. It's not been successful in growing your business and getting clients because clients is a successful campaign, and this is the thing we've really, really gotta know. It's super important. And, uh, and so this is the thing that, uh, you know, in, in context here, I wanna let you know I've been through, like I said, I've been there, I've done the ads, I understand that. I've been through the process of going, why isn't this working? Right? Maybe it's the product, maybe it's this, maybe it's that. But like now I've built a multi six figure business. I've done over a million dollars of sales in my business. And none of that has come from ads, right? None of that has come from ads. It's come from relationship building. It's come from, uh, healing my visibility wounds. It's come from healing my relationship with money. It's come from showing up and doing the work and becoming more of myself and, uh, actually working with clients. And those clients have referred people. I've got better at marketing, I've got better at writing copy. I've, you know, I have the podcast. There's, I got better at understanding people's problems and their outcomes, right? I've got better at demonstrating the results so that my business gets booked out. Now, will I use ads in the future? Maybe. Maybe if I have something that I think yes, um, you know, this is something that, uh, you know, is going to, um, be more of a passive income or something like that. But right now, to be honest, uh, I couldn't deal with more leads. I'm not gonna run an ad campaign because unless they're going to be leads that convert at 50 to 60%, which is what I'm doing now. With the leads that I have in my business, then it doesn't even make sense. It doesn't even make sense that I would spend money on ads. And this is the thing that I want you to know, is that if you are in a business that is under six figures, there are way more effective things that you can do to bring clients into your business that won't cost you anything, and they will convert a whole lot better. Okay. Because ads won't necessarily bring you the right client base, right? Your messaging that you do in an ad, and this is the, this is the key thing, right? When you often, when I see people, when they set up an ad, they go, okay, let's build out an ad, and it's building out the messaging and building out all of that stuff to run an ad. It is so back to front that it's not funny. You wanna have messaging and something that already converts. And then you put ad spend to it, that's how you wanna be doing it, not the other way around. And so that's something that generally doesn't come until you've had a lot of experience and you've mastered that. You've mastered your messaging and your conversions, and you are leading your sales, not just, you know, hoping. Uh, and that's when you can start amplifying that if you even need to. Right? Because the thing is, ads are expensive. That's are expensive. Um, and you know, even if you are spending having a low ad spend, even if you're spending$5 a day,$5 a day, that doesn't turn into client's, it is still expensive because I could spend$0 to have zero clients. Right. Like, but we were gonna get really real about this. Okay. Um, and so, you know, the thing we've gotta know is that in today's market, people are bombarded with ads all the time. People are bombarded with ads all the time, and if you haven't already mastered and are already integrated business at a level where you are a marketer and a salesperson, then your ads aren't likely to be the ones that grab people's attention anyway. Okay, because it's in mastering marketing, visibility and sales that you are going to nail your messaging, not the other way around. A marketer's not going to nail your messaging for you because they don't know what you know. They don't have the insights about your clients that you have. Right? So this is, this is really important. Um, and. Why this? Why we've gotta also know this is that people don't buy because they saw you once, right? They buy because they trust you. They feel your authenticity. They've experienced you. They know something about you, right? It comes from real connection. And why this is so important as well, is that if people are under six figures, you no doubt are a solopreneur. You are the main service provider. People are going to be working with you personally. They need to have built a relationship with you before they become a client. Okay? They're not gonna see an ad and go, wow, that sounds great. Become a client and then get to know you. Like it does, it won't, it doesn't work like that. And the truth is you don't want it to work like that because you also wanna make sure that you know these clients and they're actually people that you want to have as clients before that happens. Okay, so this is really important. We are gonna think about business, uh, you know, where we're at in business now, especially in, in service-based businesses is like we've, it. When you think about a spiral and even spiral dynamics is if you are, if you're aware of spiral dynamics, is that essentially things circle back on themselves, but at a higher level. Okay. Where we're at now in marketing is that people are so over things that look polished and ads and uh, you know, AI and all those things. People want real connection. They want to know really who you are and that they can get a real connection with you. A polished ad of where you are talking about something in a really polished way is not gonna build connection with people. So, so this is the thing. So you might be saying, okay, Tony, I get it. I get it. Um, you might even be triggered by this because, you know, generally the things that you are trying to avoid, uh, you know, being faced with them can be triggering, right? It can be triggering. Uh, and so here's the thing. I want to let you know what actually has to happen first so that, um, you're not just like, okay, great, now I'm just stuck in my problem. I want you to think about the outcome, right? Here's what has to happen first. So before ads ever make sense for you, what you need is number one, safety in being visible, okay? And this isn't just about posting this is that you can be seen consistently and that you can share results. You can share real results, not fluffy. You'll feel better, not fluffy. You'll have big shifts, but like real results, okay? That you are a leader. That you are a leader. That you are a leader that lives a life that you want to live, okay? Because whatever you are helping people with, they're going to be inspired to work with you because. You are demonstrating that you know how to get results, right? You know how to get results in your own life, uh, and ideally with clients of course, but they wanna build a relationship with you where that they can see that you are emotionally consistent. They can see that being, uh, connected with you, raises their profile. Okay. That makes them, uh, somehow meets their standard or raises their standard of who they are, right? Because as humans, we connect, how we connect with people and who we are seen to connect with goes a long way of, uh, you know, affirming our own self-esteem. Okay. And so if you are feel most comfortable just talking about problems, uh, and being connected with people who, um, you know, don't necessarily lead themselves in their life and like to have a grumble and a moon about problems, and you just talk about, you know, feeling a bit better or whatever else, then you are not going to really attract those people who want results, who are willing to, uh, invest with you. Okay. You are going to attract people that are gonna haggle for the lowest possible price to get some form of support that's never really gonna transform their life in any kind of positive way. Okay? So we wanna create this safety in being visible safety, in being seen, in sharing insights, in being a leader, in being in your own power and your own authority. When you are in that space, you'll become magnetic. Whether thinking that people don't like what you're gonna say or anything else won't even be a problem for you, right? Won't even be a problem for you. Okay? The second thing that you need to do is, uh, get really clean with your relationship with money and sales. Okay? You gotta get really clean with your relationship with money and sales. You have to feel really empowered. In with money, your ability to make money, your ability to sell, right? You need to be really clean with what you believe your value is and the value of the outcomes that you can create for people. You need to be really, uh, clean in your relationship with being powerful in your own right. And powerful doesn't mean you've got power over others. It means powerful in your own right, powerful over your own results, powerful in your ability to make money and to be financially independent. Okay? And that in sales, that you love. Sales, loving sales, this is the thing, right? If you think there's something wrong with loving sales, you are not yet a business person. You are wanting to be a business person, but if you are truly a business owner and you've integrated the neurology that it requires to be a business owner, which is part of your personal growth, right?'cause business is the perfect vehicle for you to be able to create what you wanna create in the world, and that's what sales is all about. It's that business gives you the vehicle where you can create sales and that have an impact. Those sales, a service, you are providing some kind of service, you're providing some kind of value that people want to invest in, and that you are so anchored in that, that it feels good and you enjoy selling, right? You enjoy selling and you become someone who's like, yes, I love sales. Without worrying that people think that's something bad of about you, about that, right? If you are worrying what people think, and if you think, oh, that's Iki. If people think that I love sales and they're gonna think I'm greedy or whatever else, this will be a reason why your ads won't work. Okay? So you've gotta get clean with your relationship with money and sales. And then the third thing you have to have done is that you have a proven way of converting. Right, A proven way of converting so that you know how to create content, you know how to put out an offer in some kind of way, or, or content first. Creating content. So some kind of way that, whether that's, uh, you know, blogs that you are writing or social media posts that you're doing, social media should be using social media. It is like the easiest. Most effective, efficient, direct line to all of your ideal clients that you just need to get your head around, um, and that you know how to create content that people wanna engage in, that leads to conversations like you would with a normal person. Um, and that those conversations lead your client to be wanting to know more about your offer, and then you've got a way of demonstrating how you get to know them and, uh, what they need and how you can then map out. A journey for them that becomes a no-brainer because it's so clear in how it's structured and how you speak to them, that they know exactly that you understand their problem, but more so know how to get them the outcome that they actually want. That it's a no-brainer for them to come and work with you, and you can then move into the space of deciding who you accept as a client rather than just hoping anyone becomes a client. Right? This is really important. You can, you can create that and uh, and that is what's gonna get your clients not funnels that you hope. If you have a ad and people download and they get your emails that they just sign up and go, this is amazing. Can that happen? Yes, right. You might get random ones, but until you have sorted out all these other things, you are not gonna be able to leverage it. Energetically, your business, your neurology, who you are as a business owner comes from doing the dirty reps and building the neurology and the identity of someone who can be visible, who can uh, step up as a leader. Who can attract the right types of people, um, and has a really good relationship with money and sales, and you know how to convert, like you've developed neurology for all of those things. Then if you even need to run ads, go for it. But chances are you won't need to run ads because you already know how to get clients and it will be happening. Okay, so, so. This is, these are the key things right now, if you are thinking, okay, well that all sounds really well and good, but how do I do that? Well, this is the thing that obviously I help my clients with. It's so, it's the things that I have resolved in myself, right? It's, I have done all of this, um, and believe me, like. If I thought that running ads was going to be a better solution, I would be saying running ads. But I can assure you it's not. It's doing the personal work. It's doing the personal development, and uh, all of this stuff is part of our growth. It's part of our growth. That's what I help people with. And uh, so I've been talking to a lot of people about this recently and this is why it's been on my radar and, uh, this is why I've been having a lot of people come into my program, elevate and, uh, really going deep in getting the key parts of business sorted out. And that's number one. The first thing I always look at with people is their numbers. Uh, making sure you're really clear on the income you wanna take out of your business, your business expenses, and your annual revenue, and how much you need to pay in tax and GST so that all of those numbers add up and that you feel like yes, you are really super clear on that, okay? Because if, until you get that right, your nervous system is not going to be settled, and that immediately is going to repel people in your business. Right. The second thing we look at is that you're secure in who you help. And, uh, most people go, oh yeah, I know who I help. It's people with this problem. No, that's not, that's not who you wanna help. You wanna help people who act in this way, who want this particular result, and they value it, right? That's who you want. And then you've gotta know that you are the authority. You are the authority in that space and that you know it's a no brainer for people to come and work with you to get that outcome. Then you've gotta have the structure, gonna have structure in your business, boundaries around your time and energy, your capacity. Know exactly what your capacity is to deliver what you are selling and so that you can measure it really well to know that you can still have holidays and time off and time with your family and do all the things that are important to you. And you know the capacity, you've got to bring clients into that space in a way that is going to feel good for you and is gonna feel safe for you. And you also have to have really good structure around who, uh, or how you help people get their transformation. Okay. Then from there you can start signaling, you can start signaling a very clear message, and this is the thing. That is why, like I said, often ads just don't work for people because unless you have those first three things sorted and you jump straight to signaling, it's not gonna work. It's just not gonna work. If you've got all of those things sorted and it's been converting and it's working, then signaling, chances are you're not gonna need ads anyway because your signal will go to the people, the right people, and uh, they will come and be your clients. Uh, but if you are then scaling, which is the next part, that's when you might be looking at ads. Even then, if you even need to, because I can guarantee you nobody who knows how to create. Leads and clients in their business and make money, wants to pay for ads just for the fun of it. I just don't, um, so. If there are things that you think, yes, I can hear, this is something for me. Um, then, you know, reach out to me. There is the five day challenge that I'm taking people through, whereas five 30 minute calls with me one-to-one, um, these are free calls, but they're getting booked out very quickly and I've got limited capacity for them. Um, but if you are serious about, you know, sorting out your business. Hitting your goals and you know, it's not just a strategy problem. You know that there's some underlying stuff for you that's around your fear of visibility or what people think of you or money or selling or something feels a bit icky and you are really in shiny object syndrome and you are always trying to spend money on things that we'll avoid. The stuff that you don't like, uh, and you want to resolve that so you can fully become the business owner that you are here to be, and that you can create ease for yourself in your business, where you can feel like you understand business and that you've got a clear, simple structure in your business and you know how to have that pathway that is predictable and leverageable of bringing clients in. And helping them, uh, create really cool outcomes that they love. Then reach out to me and tell me a bit about your business and what you most need help with. And you can do that, uh, by email. You can find me at tony@tonyeverard.com. You can go to the show notes and find all the details or go to my website tony.com and uh, you can. Contact me from there. Or of course, any of the socials you'll find me on Instagram, Facebook, LinkedIn, everywhere. I'm everywhere. I'm everywhere. But this is something I'm really passionate about. I love helping people and, uh, really understand business and become in charge of their own life and their own results. So. However this has landed with, you know, that it's been sent with love and, uh, I'm here for your growth. Um, so that's it for today. If you love this episode, you can help me get the message out to more people. Simply leave a review and share this episode with someone who'd love to hear it. Thanks for tuning into the Coaching Circle. I'll catch you in the next episode.