SPI 870: The Way to Capture Leads That Works with Daniel Priestley

SPI 870: The Way to Capture Leads That Works with Daniel Priestley

Pat Flynn: This year I’ve been doing a lot more solo episodes, going deeper into topics, but sometimes I know that there are other people out there who can help us go even deeper. And today we’re speaking with an entrepreneur. In fact, an award-winning entrepreneur and bestselling author, Daniel Priestley. One of his books, which is Key Person of Influence, I would highly recommend. I got wind of it after this conversation actually.

And I love his distinction, Daniel’s distinction between the idea of an influencer and a key person of influence. And just to give you a little preview, a key person of influence is somebody who becomes the voice of recommendation of highlighting things, a person who speaks on behalf of a company, a person who speaks on behalf of certain messages and positions versus an influencer, which is like, it’s all about me, and look at me. No, it’s, look at this. And I love that distinction.

And today we’re speaking with Daniel to go deeper on lead generation because you need leads, you need people coming in from top of funnel and where to take them and how do you bring them in amongst all the noise that is out there and we talk about some incredible discoveries that Daniel has had recently and stuff that we’re gonna be starting to implement very soon as well. So definitely take this one in. Take notes and check him out. Daniel Priestley, you can find him at DanielPriestley.com. His book, like I said, one of many, and maybe after this interview you might find him on the Diary of a CEO. He blew up on there as well. So here he is, Daniel Priestley.

Daniel, welcome to SPI. Thanks so much for being here today.

Daniel Priestley: Thank you very much for having me on the show. I’m a fan.

Pat Flynn: Thank you. I’m a fan of yours as well. You have an extensive, wide range of business experience, business knowledge. You’ve built several, you’ve helped other people, thousands build businesses.

I recently caught you on one of my favorite podcast Diary of a CEO, and you were excellent, and I’m just feeling very honored. That you would help us out today with what I know we’re gonna talk about. It’s gonna be really great for everybody. So again, just thank you for your time today. Let’s get it. So I wanna start with how you got into business.

Were you always, and did you grow up as somebody who was always curious about entrepreneurship and business? Or did you have a separate life path that you eventually veered away from?

Daniel Priestley: Look, I’m one of those annoying people who started out as an entrepreneur. In teenage years, I was selling flowers door to door.

I ran nightclub parties as a teenager, I read business. Books when other boys were reading Playboy magazine. I was reading the E-Myth. You know, I just had a passion for entrepreneurship. I worked at McDonald’s and I used to pick the brains of the McDonald’s owner at the store that I worked at. And then when I was 19, I worked in a startup, so I was employee number three for a startup, and it was an explosively fast growth startup.

We went from three to 60 people in about a year, and I was really good friends with the founder. It was this amazing experience for two years of just working side by side in the shadow of a founder as we went from zero revenue to six or 7 million worth of revenue, and I got to sit in on all these meetings that most 19, 20 year olds just don’t get to sit in.

Then this crazy thing happened that at the end of two years, I got it in my head that I should have equity in the company. So I went to my boss, John, my mentor, he was packing boxes into the car and I walked up to him and I was helping him pack the boxes and I said, John. I really think it’s only fair that I should get some equity in the, in the company.

‘Cause I was there at this beginning. I helped start it and you know, I’ve put two years of my whole life into, into this. And he kind of looked at me indignant and he said, Dan, if you want shares in the company, you go start your own company. And what he meant by that was. Stop asking me for equity. What I heard was, wow, my mentor has just given me permission to go off and start my own company.

Wow. He’s given me his blessing.

Pat Flynn: Yeah.

Daniel Priestley: So at 21 years old, I go off and I start my first company. I copy everything that I’ve learned from John and it explodes. I go from zero to 1.3 million in the first 12 months, 10.7 million in year three. So by 24 years old we’re doing a million a month, and then of course I’m hooked.

Since then, I’ve done seven startups that have been fairly fast growth, three companies have gone over 10 million, and yeah, I’ve been an entrepreneur for the last 20 plus years, starting scaling, buying, selling, really just loving the whole entrepreneurial world.

Pat Flynn: What was the biggest lesson you learned from your mentor?

That, you know, we weren’t in those rooms with you, we weren’t having those conversations, and many, you know, young teens and young adults don’t have that opportunity. What is the big lesson that you picked up actually being in that experience that you could pass forward?

Daniel Priestley: John used to have a saying, which was everything’s downstream from lead generation. So he would say that you don’t have a business if you can’t generate leads. He said you could be the best brain surgeon, you could be the best architect or engineer, or you could be the best software company. You could be the best agency. If you can’t generate leads, then it’s game over.

And he said on the flip side, you could have no product at all, like you don’t even have a product. But if you can generate leads you can then ask the customers what they want and you will very rapidly end up with a product or a service based upon what people want. So John’s superpower, he, he went on to become worth hundreds of millions.

So John is like one of the richest guys in Australia now, and he’s like super successful. And it was incredible to be there right at the beginning of his journey. But his superpower in business is he is ferocious at generating lots and lots of leads. So the way we grew that company. So explosively is, he was excellent at headlines and hooks and ads.

You know, this was the days of newspaper advertising. So we used to run really powerful quarter page ads and get people to opt in and call a one 800 number and all of this sort of stuff in order to register their interest. And we just had this steady stream of leads coming in, and as a result of having so many leads, we could just fix every problem by talking to customers. So that was probably the biggest lesson. John was just unafraid to have too many leads coming in.

Pat Flynn: Unafraid to have too many leads, and it seems like you’ve carried that forward into these other businesses that you started. You grew something from zero to one point plus million in about a year.

Did you use anything in terms of validation to understand which businesses to get to, or did you, do you just have that golden touch at that stage?

Daniel Priestley: I just very much copied what I was learning at my mentors company, and I pretty much just pivoted straight into an opportunity that I’d noticed while working for him.

Now, if you fast forward to today where I have a group of companies, we got seven companies in the group, I just sold a company successfully. I’m regularly involved in launching new products or services or businesses or even buying companies and I am testing like crazy before we make those moves, I know that the value of my time is really, really spread thin.

I’m a, I’m a dad with three little kids, so I will not touch anything unless we’ve done market testing. So I launched waiting lists. I recently launched a new software called BookMagic.ai, and it’s an AI tool for helping people to write books. And basically we only launched that because the team had it as an idea and I didn’t want to do it.

But I promised them that we would set up a waiting list and I would do one post on my LinkedIn and I said, if we get 150 people who join the waiting list, then we’ll seriously entertain it. I said, but if we get less than 150 on the waiting list, then we kill it. And they said, fine. So I did the post on LinkedIn and I said, look, we’re thinking of doing a software company that does this, and it would have these features if that’s something of interest, can you join the waiting list and tell us a little bit about how you would use the product? 750 people opted in for the waiting list and I was like, ah, I don’t even want to do this business. But then suddenly we were hooked, so we ended up doing it, but we only did it off the back of having lots of data.

So we had 750 people. But we didn’t just have their name and email address. We asked them six questions. And those six questions told us exactly how to shape the product.

Pat Flynn: I mean, this is speaking my language. I wrote a whole book about validation called Will It Fly? And it brings us back to like even in the olden days, there’s a marketer that you might know, Jay Abraham used to run classified ads with various book ideas and whichever book had the most phone calls would be the book that he would write. This is just removing the guesswork, which I absolutely love. One guess quote unquote, that a lot of entrepreneurs have, especially beginner entrepreneurs, which is a majority of our audiences when getting started however, the idea of a business versus a personal brand, and you know the products can come later, but it’s often a big hurdle that a lot of people have.

And I love how you’ve spoken about this on other podcasts. I’d love for you to answer this for us. What is working today? Can you even build a business without like the person behind it. A lot of people love to hide, and this is how we used to do it. Hide behind the blog, hide behind the screen and not really show up as a person.

But is that actually a requirement now?

Daniel Priestley: Yeah, so the way that we used to think about businesses is that there was a business brand or a company brand, and that company had products, and behind those products were people. And we basically thought there’s gonna be a business logo. Like you imagine kind of walking into a store, you walk into Walmart, and then you go through the door and there’s products everywhere. And then if you need to, you talk to a person. So it’s kind of like the physicality of a retail store is business product person. Now, in the online environment people struggle so much with abstractions and , like abstract concepts and they also struggle because social media all the algorithms are geared around personal brands.

It’s all around people. So the way that we relate to brands now has completely flipped it’s person, product, business. So what we do is we hear about a person online who we like and who we follow, and we, we want to connect with that person. And then we hear about what kind of products they offer and what those products might do, and then we end up as part of a community.

Which is actually a branded community, which is a business brand. So if we think about a business brand is now the name of the community of people who have bought products that heard about those products through a person. Now we can see so many great examples of this. We can see Ryan Reynolds, who used to get paid five to 10 million to be an actor built a personal brand as a Hollywood actor, but then he realized that his personal brand was worth 10 to a hundred times more if he used it as the entry point for businesses. So he used himself as an entry point for Mint Mobile, and they sold that for 1.3 billion. He used his personal brand as an entry point for a product called Aviation Gin, and they sold that for 610 million.

So this is a great example that Aviation gin. I mean gin. You can’t get a more commoditized product than gin. There’s nothing special about gin. It’s the same recipe for hundreds of years, but he sticks his personal brand on it and suddenly it’s de commoditized and interesting and worth half a billion as a company.

So we’re seeing this over and over. Some great examples would be Kylie Jenner has more followers than every cosmetics brand combined. Jeez. So like one personal brand is bigger than the industry. There’s a footballer called Cristiano Ronaldo, and he has 650 million followers. And if you take the entire British Premier League football clubs combined, they have less than 300 million.

So one football player has more followers than the entire Premier League combined. So what we’re seeing is that people relate through personal brand first, then they’re interested in products, then they’re interested in communities of people who’ve bought those products, which we now call a business.

Pat Flynn: But Daniel, I’m not a great football player. I am not as famous as Kylie Jenner. I’m not an actor like Ryan Reynolds. I’m just a regular person wanting to start a business. What do I have to bring personally to attract people?

Daniel Priestley: I just wanna say that I’ve built three multi multimillion pound businesses, over 10 million in valuation each.

I had between 5 and 50,000 followers while doing that. So if you look at my following now on social media, it blew up after Diary of a CEO and it would be very easy for people today if you are hearing me for the first time, for you to say, oh, well, that Daniel Priestley guy, he’s got hundreds of thousands of followers on social media.

So therefore, of course he’s built these successful companies. I built those successful companies ages ago, and it was with a small following of five to 50,000. So when my businesses were going through the roof. I had small followings, but I had a very dedicated following. So I personally, I look at the follow account, but I also ask myself the question, how many of those followers would recognize me on the street?

If I take my 5,000 followers, how many of them would bound up to me and say, Hey, Daniel, I’m, I’m friends with you on LinkedIn. It’s so good to see you. Now I know that there’s a formula for getting someone to feel that way, and the formula is that they have to have spent seven hours or 11 touch points with me.

So for example, anyone who’s read one of my books they would probably come up and talk to me. Anyone who’s watched a long podcast episode, they’d probably come up and talk to me. Anyone who’s watched five or six of my videos on YouTube, or they’ve been following on my Instagram for a while and they’ve interacted with 11 posts, they would probably come up.

So I’m really trying to get deep engagement with a, with a group of people, and I, I don’t need it to be a large group of people in order to build a decent business. I think for 90% of entrepreneurs. If you had a five to 50,000 person following and you nurtured the, you know, the relationship and you looked after them and you added lots of value, you would be able to build seven figure eight figure business.

Then do it again. You could build and sell a couple of eight seven and eight figure businesses. Now, of course, if you go into the hundreds of millions and billions, okay, now you need Ryan Reynolds and The Rock and, and those kind of people. But certainly, you know, for what most people wanna achieve, I think that the five to 50,000 is the sweet spot.

Pat Flynn: Yeah. And thinking about it like, okay, you’re not the Ryan Reynolds of the world, but you’re the Ryan Reynolds of knitting. You become that version for that particular niche, and it’s a much smaller audience, but you can still have that kind of, leverage, that kind of brand, connect with other companies and, and generate a lot of revenue with far less people.

Daniel, I want to talk to you about something that you had mentioned earlier. Very important thing that your mentor John taught you, which is the importance of just getting leads and getting leads is, you know, you mentioned phone calls back in the day and I mentioned Jay Abraham getting leads with classified ads.

What is the way to generate leads today that is working better than anything else, in your opinion. I think there’s a million ways to do it, but what in your eyes are the ways to do it today that works?

Daniel Priestley: So we had a massive breakthrough with lead generation several years ago. I had built a little bit of an audience.

I was giving talks, I was putting out content, and there was definitely people watching what I was doing and I was getting a bit of an audience online. I could see the views, I could see the likes. And we wanted to be able to bridge that. We wanted to be able to get people to signal that they were actually interested in working with me.

And one of the things that was pretty transformational is I launched this thing called the Key Person of Influence Online Assessment. And it was basically a personal brand assessment where you answer 40 questions about your personal brand and then it gives you a score on five or six different categories.

I didn’t know what was gonna happen with this. It was very expensive to set up, actually, it was about 12,000 pounds to code a website that would generate a PDF report and it would generate like an instantaneous result. So there was a, it was basically a landing page that explained what this was. I kind of took it from Myers Briggs type analysis.

I’d seen some of these online personality tests and I said, I’m, I’m gonna create an online personal brand test. So landing page set of questions, 40 questions, immediate results, and then a downloadable PDF so that people would give the real email address in order to get the PDF. So it spent 12,000 pounds, which is about $20,000, setting this up.

And then we launched it and it was unbelievable. 90,000 people filled this in. It was the most red, hot, highly qualified leads that we’d ever had. We did $20 million worth of sales off the back of this. It was wild. And what was incredible about it is that when someone filled in this online quiz and online assessment, we could see the data.

So when it went to my sales team, we pick up the phone and we say, you know, Hey John, we noticed that you just filled this in. You are really good for pitching. You are, you’ve got strong published content. You don’t have a product ecosystem, so we need to work on that. You haven’t got any joint ventures and partnerships in place, so we need to work on that.

Can we have a conversation about how you might improve your score? And of course everyone just says, yeah, like, I’d love to improve my score. So it’s kind of like, just an immediately warm call. What would normally take 15 minutes on a sales call to achieve some sort of rapport, connection, compatibility was happening in 15 seconds or 30 seconds, so it was just a, an accelerant talking to people, even when people would pick up the phone just by saying, you just took an online scorecard.

You scored a 71% and I, I’ve got your results here in front of me, and I’d just love to quickly talk you through the results. It’s a very different conversation than any other conversation you’d have, so it translated into tens of millions of sales. So what was great is that other companies started asking us, can we build something similar?

And because we’d kind of built the framework for how to do it, we started building these for other companies. I built about a dozen of these for eight to 12 grand eight to 12,000 pounds. So 15 to $20,000, and everyone’s getting the same results. So we, we launched a DJ scorecard. As one of the first ones we did, and 600,000 people filled it in a DJ score.

Like what do you get at the end of that? Oh, you get a score about like your DJing knowledge, your equipment, your ability to get gigs. Oh, no way. Basically all the things that you need to be a dj, it tells you where you’re strong and where you’re weak. So you attest you for your music knowledge, your equipment knowledge, your equipment that you own, your self marketing skills.

So it’s like 50 questions and, and anyway, the guy who did it, he ran a DJ school. He ended up with 600,000 leads, which it was, it was really wild. We did a life coach who we did one for a life coach, and she ended up with a massive amount of like life coaching clients. So yeah, it just became one of these things where it was clearly working.

So then we ended up launching a platform called ScoreApp.com, and then now we have 8,000 people who have set up online quizzes and assessments. So in answer to your question, the thing that has worked best, not only for me, but for 8,000 others is this online quizzes and assessments. People love self-assessment.

They love to see whether they’re strong or weak. So like. Are you ready to launch a podcast? Answer 12 questions to find out. Are you ready to be a podcast guest? Answer 12 questions and find out, test your knowledge of Back to the Future. Answer 33 questions about the Back to the future. Oh, easy. I don’t, I don’t need to take that quiz.

We’re going that one. People love it. Do you know what’s funny, Pat? Is that if you actually, if you were cruising through the internet and you saw test your knowledge of Back to the Future and it’s like a hundred questions. And like the person who scores the highest gets some sort of back to the future memorabilia.

You would pounce on that. Oh, a million people would immediately, yeah. But you personally, you would be like, I’m gonna crush this. I’m gonna be the best in the world at this.

Pat Flynn: Like, people love it. That’s so true. I mean, it’s like, which Disney Princess are you? Like you remember those on like Buzzfeed? Yeah.

Stuff We just, we just wanna kind of know the answer to these. Open-ended questions that we just don’t know the answer. It it, you know, actually this, this reminds me back in the day, HubSpot I think had a a, a website rater tool and it was like, just put your URL in and we’ll give you a call and it’s gonna tell you like score and then of course like what does that do? That tells you, okay, you have a F, here are the things that you can do and if you want this done faster, use us. Mm-hmm.

Daniel Priestley: That was one of the keys to scale. They, that was huge for them.

Pat Flynn: Yeah. This is really great. I think a lot of people listening are gonna get just as excited as I am right now.

Where, where do we begin if we like, okay, we wanna do a quiz or Quizlet or some sort of assessment, like how do we know what to even. Quiz, is there a reverse engineering?

Daniel Priestley: The first thing is like, what are your clients trying to get done? So if I can do one for you, like I, I read your book called Superfan and I loved it.

I read it during lockdown. Had I read that, let’s say there was a bookmark that came with it and it said, don’t just read the book, discover if your business is building superfans, answer, answer 14 questions, answer 30 questions, and we will tell you, is your business on track to be building a core base of superfan?

And I go, oh, okay. So I’m reading the book and then I go to the super fan quiz and I go and it says like, are you doing this? Are you doing that? Have you done this? Have you given your community a name? Have you done that? Blah, blah, boom. And I’m like, Hmm, okay. So then at the end it says, Daniel, you have scored a 14%.

I go, oh, devastated. Like 14%. I want, you know, and it says, unfortunately you are not on track to build a core group of raving super fans, and then I go, oh, I need to improve that score. Like, I can’t live with 14%. I need to be above a 50%, 60%, 70%. Like what do I need to be doing? Every single one of the questions will be a micro paper cut.

Like, have you done this? Have you done that? And it’s like, no, no. And then by the end of it, it’s like, okay, you’ve got me. I need to fix this.

Pat Flynn: I’m going to do that exact quiz eventually, very soon with everything else going on after my other book comes anyway. Okay. This reminds me of like just posts that people come out with.

Like 10 things you should have when building super fans. If a person has like a post or something like that already, you can, yeah.

Daniel Priestley: Any high performing content, any high performing content can be turned into a quiz that is just the mirror image of that content. So for example, when I wrote the book, key Person of Influence, it had the five P’s, and then the mirror image of that is, are you doing the five Ps. Have you, you know, are you doing all the things to build the five Ps of becoming a key person of influence? So it was just essentially just a flip mirror. So you can take any piece of content that is a list or a, a set of advice or a concept. So where the starting point is essentially you want ask the question, what am my customers trying to achieve?

What do they want to get done in the world? And then you say, like you’re either, are you moving towards that or are you killing that result? Like are you destroying that so you can call your quiz, you know, are you the victim of the 12 biggest killers of personal brand? So it can be positioned as are you killing your personal brand, all you can do are you on track to achieve your personal brand. And mind you, if I take like some of the things that people have, we have financial planners and they have the financial clarity scorecard because people want to have financial clarity or they have the retirement readiness scorecard.

Are you on track for retirement? We have health and fitness people, the weight loss scorecard, the CrossFit champion scorecard, the, you know, the, so like all of these types of things where it’s like, well, my clients are trying to become this, or my clients are trying to achieve this outcome. So then they, they wanna benchmark, am I on track, off track?

Am I doing all the right things to get what I want?

Pat Flynn: I love that. Okay, so let’s say a person listens to this, they’re excited, they know exactly what their audience wants, they develop a quiz and can you drop the name of your tool to create one real quick again?

Daniel Priestley: Yeah. So ScoreApp.com. And essentially what score app does is it does the landing page to promote the quiz that, that essentially people will land on to tell them about the quiz.

Then it does all the questions and you can have as many questions as you like. And then it does the immediate score and result. And then if you are, depending which plan, it can also send a full PDF report and you can start with templates or ai. So you can either tell the AI what you want and it’ll build you a version one, or you can just go to our templates, which our designers have built.

That’s cool. So there’s like a hundred templates. Yeah, it’s pretty quick.

Like it probably takes half an hour to get all set up.

Pat Flynn: That’s amazing. I mean, that. It is incredible and I think we’re gonna be setting up an affiliate link or something for that through SPI. So probably.

Daniel Priestley: Yeah, let’s do that. And also let me get my team to build you a scorecard for your new book.

What’s your new book called?

Pat Flynn: So it’s called Lean Learning How to Achieve More by Learning Less, in fact. So the information overwhelm how to get through that some. Quizzes that come to mind immediately are, you know, I have this new term called the junk spark. We, we all get bright light syndrome and we want this new idea and we kind of forget all the things we’ve already said yes to. Putting an idea through a Quizlet, for example, could help a person understand whether or not that’s worth actually continuing to pursue or not. So that was in the back of my mind while we were talking.

Daniel Priestley: So yeah, you could do like a, a go or no go quiz. So in this quiz, you can use this as many times as you like.

This is a go or no go. If you’ve had an idea and you’re not sure whether you should dedicate time, energy, effort, and resources to this, take the quiz to find out whether you should pursue this idea that or not. And it can be a resource that people just come back to. And it can be, there’s 12 questions.

You answer the 12 questions and it gives you a traffic light and it says, this is a red light. Do not pursue this idea. This is just a, a short term, ridiculous thing, an amber light, let’s park this for later and gather more data, gather more information, green light, this is one of the ideas that you should be spending time on.

Pat Flynn: I love that a lot and want to do that, and I thankfully have a few months before the book comes out, so we’ll talk after. Thank you so. We get the quiz ready. How do we get people to find it? That’s gonna be a big question people have. How do we drive people toward it, and what are the best ways to get people excited about actually finding and taking this thing?

Daniel Priestley: Yeah, so quiz is a mid funnel bottom of funnel. That’s where they belong. The top of the funnel should be all the content marketing that you’re doing. So content and ads really. So if we think about top of funnel. You’re gonna be putting out three or four posts a week, or maybe even a day on social media.

The call to action should be, take the quiz. If you are top of funnel advertising, you know, you can put onto the landing page as one of the things people can do is take the quiz. Let’s say you create podcasts or videos then at the end, take the score card. So any of those kind of like. You know, initial content marketing or advertising approaches that you’ve got for capturing attention, those are the things that can then lead into the quiz as the call to action.

A quiz is just like a really nice bridge that someone can cross at three o’clock in the morning, where, you know, they’re kind of like, well, for me, I’m the, I’m in London, so like if I’m reading your book, it might be three o’clock in the morning for your time. But for me, it’s like I wanna take a quiz about am I building superfan or not?

So it’s just that kind of nice next step from a piece of content. So any pieces of content should probably fall back to that easy quiz. So that’s, that’s one way. Ads are great. Sponsorships are great. Joint ventures, one of the things you can do as a joint venture is you can find a joint venture partner and pay them $10 for every person who fills in the quiz.

Give them a special link and just say anyone who fills in the quiz, you get 10 bucks and they do an email out to their database and away it goes. So that can work really well as well. It just tends to be that it just more high performing than other options. Like if I was running a workshop someone has to be available at the time and the place, or at least at the time for the workshop, and they have to dedicate a whole hour of their time to come to the workshop.

A quiz is like five minutes a time and I can do it whenever I like. So it’s just gonna get a higher conversion than, than any of those kind of strong signals of engagement.

Pat Flynn: I love that. Daniel, as we wrap up here, I wanna finish the sort of journey here. We’ve captured attention through content marketing, potentially even ads.

We’ve brought people to a quiz that is giving them an answer that they might want. The quiz or the PDF itself says, Hey, here is where you’re falling short. Here’s what you might need help with. What happens next? How do we go from there to a customer and somebody who’s now invested in our brand.

Daniel Priestley: So hidden in the quiz, you want to have at least one question that is going to be a qualifying question.

And the qualifying question, for example, I was talking to a guy who, he does a program for parents and he has thrown a qualifying question in, which is, do you have a nanny? Does your family employ a nanny? He knows that the high paying customers who he makes most of his money from, they have nannies and they actually like getting their nannies trained.

And if a family has a nanny, there’s a good chance they’ve got a budget for what he does. In his parenting quiz, he has this question which is, does your family employ a nanny? Which kind of like is it is just a normal question that you would put in there, but it’s one of those qualifying questions. So in the superfan quiz you might have, is your business spending more than 10 grand a month on ads?

Could be a qualifying question. Does your business use any of these following CRM systems and certain CRM systems tell you that they’re a bigger business, so you have a qualifying question. And if they answer yes to that qualifying question. We call that a sales qualified lead, an SQL, and if they answer no to that, we call that an MQLA marketing qualified lead.

So the marketing qualified lead means that they get a nurture sequence, that they stay part of the ongoing marketing of the business, and that they’re essentially, they get materials and they get more content, and essentially as they graduate up, they might purchase at a later date. If someone answers the qualified question, then it’s a really good idea just to literally reach out and say, Hey, I noticed that you filled in the scorecard.

I’d love to have a quick chat with you about it.

Pat Flynn: I love that. Super tactical. Makes complete sense. I love this. I can imagine people already building out their little flow charts and stuff, and would that be a smart way to kind of approach this from a planning perspective, like kind of draw it all out, kind of create the journey?

Daniel Priestley: Don’t overthink it too much. I appreciate that. I’ve seen people sit down with ChatGPT. And say, this is my business. What kind of quiz or assessment could I create? Come up with 10 concepts,  ChatGPT goes, boom, boom, boom, boom, boom. Here’s 10 concepts. Then they say, I like number three, write the landing page example of what this would look like on a or, or how you would describe this on a landing page chat.

 ChatGPT writes that. Then you say, fantastic. Write 10 quiz questions, and then you say, I’m trying to qualify this type of ideal customer persona. What would be a qualifying question that I could add to the quiz that would qualify for that type of customer persona and  ChatGPT just spits out like, here’s some example of qualifying questions to find that person.

And then you literally just take all of that and just go and spend half an hour, set it up in score app and just have a go at version one. And don’t like overthink it. You don’t need to call a meeting with your team or like map it out on a big wall with like 10 post-it notes and all this sort of stuff.

Just like you can’t break it. You’re not gonna do any damage to the software or anything like that. Just have a go.

Pat Flynn: Daniel, I am smiling ear to ear right now because you are literally describing the Lean Learning way to approach something. You fail faster, right? You figure it out as you go. You learn much more quickly doing it that way.

And so I appreciate you saying that and I think the audience does as well. And this is gonna be really, really motivational for people. So we’ll make sure that they can check out Score App. I’ll drop the affiliate link just after we finish up here in a moment. I’d love for people to follow you on social as well.

Your LinkedIn is great. Can you tell people where to go and find you there and elsewhere to follow along on your journey?

Daniel Priestley: Yeah. If you want to see my really vanilla posts on LinkedIn, you can go to LinkedIn and I’m at Daniel Priestley. If you wanna see more of my political rants and my frustrations with the world, then you can go to X at @DanielPriestley.

That is the place for that. Exactly. Yeah, yeah, yeah. I’ve, I’ve gone with the X vibes and, and you’ll see me kind of ranting and complaining about like UK government policies and, and things like that. And then there’s video content on YouTube. You do a search about Daniel, that you’ll find some of that stuff.

And then there’s the books. If you wanna check out my books on Amazon or Audible.

Pat Flynn: A Key Person of Influence is great. I’ve heard a lot about it and just this idea between being the difference of a influencer, which is what we all feel like we need to be. ‘Cause that’s what everybody says versus a key person of influence.

And I heard you’ve teach this where an influencer is like, look at me, like, watch me do these things. Versus becoming the person who says, Hey, look at this, watch this. And you become the sort of authoritative voice on that and, and I love that distinction. So definitely check out Daniel’s book, A Key Person of Influence as well.

And is that purposefully. Acronymed. KPI Just like KPIs. Is that or is that just a happy coincidence?

Daniel Priestley: A little bit of both. When I first created that book, one of ’em by sales guys, the working title was The Expert and he said to me, I don’t like it being called an expert because I used to work in medical sales and an expert had to have a PhD.

I said, yeah, no, it’s not a really a, a PhD thing. It’s not a expert. You’re right. I said, it’s more of a key person of influence. Which is just that person who represents the brand and then represents the intellectual property. And that person who’s like helping to guide people through that first stage of understanding a business or a brand or a product or an outcome.

And he said, oh, key person of influence. I love that. He says, I wanna be involved in that. And I said, oh yeah, and it’s spelled out KPI. And then we said, oh well, like A KPI is the benchmark. It’s like, oh, I love it. It’s like if you are the key person of influence, you are the benchmark for this thing. So we kind of ran with it and we loved it and everyone now says, this person is the KPI of knitting this person’s the KPI of building super fans.

This person’s the KPI of creating quizzes. So it’s, it’s stuck.

Pat Flynn: Would you be the KPI of KPI. In that case.

Daniel Priestley: I’m the KPI of KPIs. In a very meta way, I’ve convinced everyone that I’m a key person of influence by releasing a book called Key Person of Influence, which basically means I’m cemented in people’s heads as this guru of all gurus.

Pat Flynn: It’s working. It’s working. Daniel. Daniel, thank you so much for today. This was an absolute pleasure and thank you for the very tactical strategies that people can implement today. Whether it’s with Score app or even just like the idea of thinking of leads in a different kind of way, something that can be a quick win for people.

This is really, really important stuff, so I appreciate you Daniel. We’ll link to all the things and wanna wish you all the best. Well, I’ll, hopefully we can keep crossing paths ’cause I, I love your stuff.

Daniel Priestley: Thank you man. Thanks for having me on the show.

Pat Flynn: All right. I hope you enjoyed that conversation with Daniel Priestley.

If you haven’t yet done so, also check him out on the Diary of A CEO. I watched that interview, loved it. Loved how he talked about how you can make money just being you and being authentic and using tools like Score App and all these other things we spoke about today. It’s really going to be what the future of online business is about.

We’ve talked about authenticity. We’ve talked about being yourself here. We’ve also talked about being smart. About how you not just capture attention, but hold that attention as well. And I’m excited for what this episode can do for you ’cause it’s already done a lot for me. So again, DanielPriestley.com.

Check out his book, Key Person of Influence. And if you’d like to check out Score app, head on over to SmartPassiveIncome.com/scoreapp to see how we can get you started with your own lead gen opportunity, just like he spoke about with using more than just, here’s a newsletter, and those are great too, but having some sort of quick win and understanding a report, if you will, after the fact, after a person subscribe, it’s gonna be great.

And so I’m looking forward to implementing those with my books and seeing what you can implement in your world as well. SmartPassiveIncome.com/scoreapp. Thank you Daniel.

Thank you you for listening all the way through. I appreciate you. We got more in depth conversations and solo episodes coming your way very soon. So hit that subscribe button if you haven’t already, so you don’t miss out. Cheers. Take care and I’ll see you the next one.