Expert In Demand With Dean Seddon

I made a $1.3 million marketing mistake and it cost me $68,000 in losses before I worked out what had gone wrong. In this episode I share exactly how it happened, what I did to fix it, and the lesson every business owner needs to hear.

I switched off the LinkedIn Lives and webinars I was running every week because the data made them look unprofitable. A few months later I was looking at a $50,000 loss one month, an $18,000 loss the next, and wondering if my business was over. When I went back through the numbers properly, I discovered 70% of my new clients had come from those events, and most had registered for at least two before buying. Each one had been worth $27,000 to my business.

I walk you through how I tracked the real source of every sale, why my CRM was telling me the wrong story, and the 30 day lag that catches most business owners out. I share my always be marketing principle, the bucket theory of pipeline, and why social selling builds value long after the activity itself.

If you run a business, lead a sales team, or rely on social selling to fill pipeline, this one is for you.

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If you're winning referrals but losing organic leads, the sales call is where the deal is going wrong.

Most business owners run the same call for both. Referrals already trust you, so the call is easy. Organic leads turn up curious, and you have to show the value on the call itself. Most business owners don't know how to do that. They describe and explain their service, when they should be showing the prospect what their life looks like once the problem is solved.

Listen to this episode and you'll know:

If you've ever come off a call sure they were going to buy, then watched them ghost you, this episode tells you what went wrong and how to fix it.

In 14 years of coaching over 500 clients, I’ve seen one foundational mistake stall more businesses than any bad tactic: the "Upstream" message failure. Many people dive into social selling thinking they need a secret strategy, but they’re missing the core hook that actually makes a prospect stop scrolling.

In this episode, you’ll learn why your current outreach is likely being ignored and how to fix your "Upstream" message so your relevance is immediate. I’m breaking down the four-second value prop—the skill of communicating what’s in it for your client in just 12 words. You will discover why selling the "process" or being "cryptic" is costing you leads, and why narrowing your focus to one specific problem is the only way to cut through the noise.

If you want to stop being ignored on LinkedIn and start turning profile views into actual conversations, you need to master this principle. Learn how to nail the message that makes every other social selling tactic you use more effective.

I reveal how my podcast makes me $8,000 a month without sponsorships, brand deals, or on-air product pitches. I explain why I almost did not start it, the freelancer who pushed me to do it, and what three years of consistent publishing has taught me about building trust at scale.

You will learn:

If you want to build a long-term asset that fills your pipeline and wins clients, start here.

My first business failed because I never decided who I was selling to. I tried different offers, different tactics, different marketing. None of it worked.

I ran out of clients, ran out of money and moved back in with my parents.

When I built my second business around one specific customer, Christian organisations needing print, I sold it.

When I applied the same thinking to Maverrik, I scaled it to $2 million.

In this episode I walk you through:

If your marketing isn't working, it usually traces back to this one thing.

Everyone is telling you AI will transform your business.

95% of AI projects deliver no value. The outreach it generates is spotted a mile away. And the tools you're paying for are losing money just to keep you subscribed.

In this episode I give you my honest take on AI after testing tools, watching the hype, and deciding where I'm actually placing my bets.

You'll hear:

This is not an anti-AI rant. I use it every day.

But if you're making business decisions based on what you see in the feed, you need to hear this first.

I published a book in 2024 with Wiley. It got into Waterstones and Barnes and Noble.

It didn't become a bestseller.

Here's what I got wrong, and what you need to know before you create a book, course, or any low-ticket product you're planning to sell.

In this episode I cover:

If you're thinking about writing a book, launching a course, or selling anything at volume, this episode will save you a serious amount of time, money, and frustration.

If your pipeline is empty and you don't know where to start, this episode gives you three things you can do this week to change that.

Most business owners live on referrals until they dry up.

Then they panic.

Set massive outbound targets. Hate every minute of it. Get nothing back. Quit within a fortnight.

Paul Owen knows this pattern well. He was broke at 32. Earning £8k a year doing data entry. £30k in credit card debt. Sleeping on a mate's bedroom floor.

Three years after getting his first sales job, he was debt free and building the business he runs today, training sales teams across the world.

In this episode, Paul shares the three things he tells every business owner who needs to fill their pipeline now.

Why the first step has nothing to do with picking up the phone.

The weekly number that makes outbound feel doable instead of draining.

And why most people never build the one thing that takes someone from "sounds interesting" to "here's my money."

I was crippled by content creation for years.

Staring at blank pages. Searching for something original that nobody had ever said before. It nearly stopped me putting anything out there at all.

Then I cracked it. Three frameworks that give me hundreds of ideas from a handful of topics.

In this episode I'm sharing my APE framework, the TASTE formula, and how I split content into attract, nurture and convert so every post has a purpose. The same system I use with my clients at Salesforce, Microsoft and Citibank.

You'll never stare at a blank page again. Hit play.

Response rates on cold outreach have dropped to 0.02%. Sales teams are sending 70% more messages than ever.

And results are getting worse, not better.

In this episode, I break down why the "more volume" approach to sales outreach has hit a wall, and share what's filling pipeline right now instead.

You'll hear:

If you're a salesperson, sales leader or business owner who feels like outreach is getting harder, this episode explains why and gives you the fix.