Expert In Demand Podcast With Dean Seddon

How I get clients lining up to work with me (and you can too)

I spent years stuck in feast and famine. One good month gave me hope. The next month wiped it out. Everything depended on me chasing business, closing quickly, and solving short term pressure.

Then I realised the problem. I had not built the infrastructure that created consistent demand.

In this episode, I break down the exact social selling system I used to become known for one specific problem, attract inbound leads, and get clients lining up to work with me. I walk through the five parts that changed everything for me: expert positioning, pre-selling presence, demand creating content, intent bridges, and conversion systems.

I explain how I used my content and online presence to build trust before calls happened, how I turned attention into buying intent, and how I built a repeatable system that consistently converts qualified leads into clients.

If you want more inbound leads, stronger positioning, and a business that attracts the right clients consistently, this episode will help you rethink how social selling actually works.

Follow me on Instagram: https://www.instagram.com/socialsellingdean/

Follow me on LinkedIn: https://www.linkedin.com/in/socialsellingdean/

Sign up for my newsletter: https://www.deanseddon.io

 

Building A Business Online In Your 40s (in 2026)

You're in your 40s or 50s and watching 20-somethings dominate social media.

You don't have the energy for dance videos.

You don't want to chase followers.

You want clients, on your terms, at the rates you set.

This episode shows you how to do that.

Here's what you'll take away:

• Why social media is now interest media, and what that shift means for winning clients
• How to use depth and experience as advantages most younger creators do not have
• Why 20 clients a year beats 20,000 followers, and how to design your business around that
• The alignment between interest, audience, and offer that produces consistent pipeline
• The three levers Dean uses to bring in clients without chasing virality
• The proximity principle that turns small audiences into buyers

If you want predictable pipeline without performing for strangers, this episode gives you the model.

Listen if you want growth on your terms, with the clients you actually want to work with.

Webinars Made Me $27k A Week. I Stopped Doing Them (Huge Mistake)

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.

Article here: 
https://www.deanseddon.io/blog/i-turned-off-a-1-3m-tap-and-it-cost-me-80k

Why Referrals Close And Organic Leads Don't

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:

• Why your best leads keep saying "let me think about it"
• What to ask in the first five minutes that changes the whole call
• How to create urgency without pressure tactics
• Why pitching your full service kills the deal
• The shift that turns curious leads into paying clients

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.

Why Your Marketing Fails Before You Even Hit Post.

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.

How my podcast makes £8,000 a month without selling a thing

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:

• Why niche podcasts convert better than broad ones
• The real reason most podcasts fail inside six months
• How I repurpose one recording into clips, blogs, and social posts
• Why buyers need multiple exposures before they buy anything high value
• The exact kit, software, and distribution setup I use
• My APE method for content: Angle, Perspective, Experience

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

How to Choose, Validate and Find Your Best Fit Customer

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:

• How to choose your best fit customer using your past clients and experience
• How to validate they actually have the problem you solve using Reddit and Answer the Public
• How to find them online in enough volume to build a real pipeline

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

This episode shows you how to sort it out.

Why I Decided Not to Go All In on AI

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:

• Why AI is the average of the internet and what that means for you
• The outreach patterns that are killing people's reputations right now
• Why the AI business model is broken and what happens next
• The two types of people AI will sort out, and which one you want to be
• Where the real opportunity sits as AI adoption grows

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. Here's What Went Wrong.

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

It didn't become a bestseller.

My book:
https://amzn.eu/d/09IOKbLt

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:

• Why the cover, title, and back description do more selling than you think
• The cold audience problem most authors never consider
• Why organic social will not save a low-ticket product launch
• When to sell a book and when to give it away free
• The one strategy that makes a short book work harder than a full one

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.

3 Things to Do This Week if Your Pipeline Is Empty

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."