EP 202 : It’s Not the Magnet, It’s the Marketing: How to Actually Get Leads

Key topics & takeawaysFront-end offer pricing: Price by touch-points (hands-off vs semi-personalised vs personalised) and anchor near your core offer to reduce conversion friction.Cost control near VAT threshold: Audit fixed vs non-fixed costs; weigh each item’s ROI and time saved. Decide whether to absorb, pass on, or phase VAT via planned price lifts.Measuring social media: Prioritise conversations and intent signals (DMs, replies, saves, shares, profile taps) over vanity likes. Enjoyment matters for consistency.Lead magnet success: Two lenses—(1) metrics versus target (downloads, list growth, conversions) and (2) did it energise you? Usually it’s the positioning and volume of promo, not the asset, that needs work.What to make next: Don’t reinvent; productise what you already coach. Turn your last 5–7 client fixes into a checklist, 5-min video, or mini accountability plan.Posting twice a week: Favour reels for reach and connection; use Stories for context and personality. Add clear CTAs to longer-form value (email list, podcast, lead magnet).Timestamps; 00:01 Intro — “PTMA Radio Breakfast Show” vibes00:45 Hyrox judging saga: the white line, the ankle grab, and penalties02:13 Q1: How to price a front-end offer? (touch-points & anchoring to core offer)04:06 Sky’s caution: don’t undervalue your core by over-delivering cheaply04:45 Q2: Where to cut costs to improve profit / stay under VAT threshold?05:27 Fixed vs non-fixed costs; ROI vs time trade-offs07:52 VAT options: absorb, pass on, or phase price increases09:28 Half-term chaos + travel chat: Australia, New Zealand, Japan10:59 “When is Ant’s cookbook going live?” (pamphlets, Christmas tree campaigns)12:24 Q3: How do you gauge social media success? (conversations > likes)15:24 Sky: some “low-metric” posts start the best DMs; enjoyment matters17:28 Q4: How to assess a lead magnet — tweak, repeat, or bin?21:02 Nik: it’s usually the marketing, not the magnet22:35 Ant’s example: move the CTA up, increase mentions → downloads double23:40 Q5: What should my next lead magnet be? (mine your current coaching)26:20 Q6: Two posts a week — reels or carousels? (reels, then Stories context)29:44 Ant’s “14-page” content confession30:42 Quick-fire: dream podcast guests (Ilona Maher, Ross Edgley)33:08 UFC chat: eye poke controversy, intent vs tactic36:39 Boxing shout, “PTMA Fight Review” idea, playful outro37:06 Sign-off