How to Create a Lead Magnet that Converts with Teresa Heath-Wareing

Teresa is a leading marketing influencer in the UK, ranked number five in MarkET.Live’s Top 30 Marketers that Inspire in 2021. She is the founder of, Marketing that Converts, The Academy, where she works with businesses, entrepreneurs and marketers to help them enhance their digital marketing & social media efforts.

An award-winning international speaker, TEDx speaker and thought leader, Teresa has shared her social media and digital marketing strategies on international stages including the World Marketing Summit, Inbound 2020, 3XE and Social Day. 

Through her popular weekly podcast, Marketing that Converts, Teresa has interviewed leading entrepreneurs such as, Amy Porterfield, Michael Hyatt, Pat Flynn, Dean Graziosi, Jasmine Star, James Wedmore and Michael Stelzner. 

However, when Teresa founded her agency in 2013 she was a single mum with no savings, having left her corporate role. She had just one week to set up her business and make enough money to keep a roof over her and her daughter’s head. 

Teresa worked super hard and managed to get clients. Her agency grew quickly and soon Teresa was overwhelmed and worn out. To increase her knowledge, she invested in online trainings, memberships and masterminds, which she discovered she loved, and was inspired to create her own online academy. 

Teresa enjoys spending time with her lovely husband, daughter and two stepchildren. She doesn’t have many hobbies because she loves what she does so much that she can’t help but do it all the time.   

Being British, Teresa loves tea and by tea she means gin.

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Transcript

Victoria Bennion (00:05):

Hello and welcome. I'm your host Victoria. Bennion I'm the founder of the Victoria Bennion podcast booking agency. And you are listening to the best guest, the podcast for business owners, creatives, and entrepreneurs who want to harness the powers podcasts to grow their platforms and an increased visibility. We're here to support you on your journey, bringing you actionable tips with each episode. Now let's begin today. I'm so excited to welcome there. Heath wearing to the podcast. There is a leading marketing influencer in the UK ranked number five in market lives, top 30 marketers that inspire in 2021. She's the founder of marketing that converts the academy where she works with businesses, entrepreneurs, and marketers to help them enhance their digital marketing and social media efforts. Hello there and welcome to the podcast. Thank you so much for being here today.

Teresa Heath-Wareing (00:57):

Thank you so much for having me. I am very excited to be here,

Victoria Bennion (01:01):

Teresa . You have a, a really inspiring story. I wondered if you could share a little bit about what you do and how you came to start your own business.

Teresa Heath-Wareing (01:08):

That's very kind of you to say it's inspiring. It didn't feel like that as I was doing it. So I basically have a marketing background. I did a degree in it. I spent about 10 years working for all sorts of different business is so I headed up corporate marketing for land Rover. I did teeny tiny, small marketing where I was the only team member and did everything. And basically I liked being employed. I was a good employee. I liked pleasing people. I liked being patted on the head and told I've done a good job. So I was working as head of marketing for an agency and life changed a bit. So my ex-husband and I separated and I was left on my own with my daughter who was about three, four at the time. And I think I just kind of thought, you know, what I wanna do?

Teresa Heath-Wareing (01:57):

What makes me happy? So I decided that, although I loved the job I was working in, it was time to move on. And I handed my notice in and I gave them eight weeks notice thinking I'm really good at marketing. I've done this for a long time. I'll find another job easy, never once thought I'll set up my own job and started applying and forgot that I was a fairly expensive resource for where I lived in, in England that, you know, it wasn't full of big businesses. And about three weeks into my eight weeks notice, I started to think, what am I actually gonna do if I can't get another job? And I started to toy with the idea of, well, what if I can earn what I've just made this company by selling their services, but earn it for myself. And it's like that thought cross my mind.

Teresa Heath-Wareing (02:45):

And then my boss kind of got this inkling and asked me to leave. So I had like a week of income from that job. So a full month, sorry, but it was like a week extra. I had no savings, literally, not a penny. I had no other income coming into the house cuz I didn't have a partner or husband at the time. Cuz he'd gone. My parents aren't wealthy. So they definitely couldn't have helped me out. And basically from day one I had to earn about 1500 pounds a month, like from the beginning because otherwise my daughter and I literally wouldn't have had a roof over our heads. So people kind of asked me now how I did it and I'm not entirely sure. I think the fact that I had to earn the money and I didn't have a choice was probably a big driver.

Teresa Heath-Wareing (03:33):

But basically I just went out and I hustled and hustled and hustled and did all the networking and did all the old school staff and managed to get some clients and started to build my agency. And I really enjoyed that. That was great. But I started to get to the point where, you know, how obviously I had never thought about having my own business. So you know how people are like, you know, have your own business, you can do what you want. You're your boss, you're in charge. No, I went from having one boss to like 16 bosses and suddenly it was like, I can't manage with all this, these people and all wanting demands on my time. And I was working more hours than ever. And I'd started to learn online because there was lots of people in my industry that had did social media and I wasn't sure what made them an and I didn't want to be calling myself an expert without actually knowing I knew what I was talking about.

Teresa Heath-Wareing (04:24):

So I started to do all this online learning and I started to look at this online space thinking this looks pretty good. I quite like the idea of this. And it, you know, I have a saying in my house that do the math, like every time I see an online thing, it's like how many members they got? How much they charge do the math. It's like, that's all I used to do. And I decided that I wanted to shift over to online. So about two, two ish years into my business, I made the very scary decision to sack most of my clients and basically start again and build the online side of my business, which luckily five years later is what I day, which obviously then I worked out.

Victoria Bennion (05:04):

So it must have been like a really big shift going from being employed. As you said to them running your own agency, cause you suddenly, you gotta wear so many hats haven't you. And then you were juggling that with being a mother. So what was, what was kind of the biggest challenge?

Teresa Heath-Wareing (05:18):

So I think I went into it with the mindset of, I do this for a job. How hard can this be? I literally thought, how hard can this be? Because I was, I, I did marketing. I was good at it. I, you know, that was what I did, but I didn't have the flip in faintest idea that actually you're not just doing your job. You're not doing the employed bit of your job. You're doing the, the CEO bit of your job. And I didn't have a clue. And I think what I discovered was when you're employed and you're paid to go somewhere and do something like you can have days off or you cannot feel great and be a bit unproductive one day, cuz you're still getting paid regardless. And suddenly I realized that actually running your own business, there was a so much more to it.

Teresa Heath-Wareing (06:06):

And B that actually my mindset was so very important that if I hadn't of like put some time and effort into that, I don't think I would be where I am. Because like when we used to pitch for work, when I worked at the other agency, if we didn't get it, we didn't get it. I'd be gutted. But that's as much as I, I think that, you know, I would worry about it when you pitch for work and it's your business and you don't get it. It's like, oh, holy moly, what am I gonna do now? So I think for me, not only the, the pressure of having to win that money, but...