Mindset, Marketing, & Money with Dean Seddon

Winning clients with a small audience

Have you ever felt stuck in the never-ending chase for more followers, more likes, more engagement, thinking that’s the only way to win clients?

I used to believe that too, but what if I told you there’s another way - one that doesn’t involve chasing vanity metrics?

In this episode, I’m flipping the script on everything you’ve been told about needing a massive audience to succeed. I’ll share how I’ve won clients consistently with a small, highly engaged audience. No hacks, no shortcuts - just a clear, simple strategy that anyone can use.

Here’s the thing, more followers don’t automatically mean more clients.

In fact, the bigger your audience, the harder it can be to convert. So what’s the secret? It’s not about quantity; it’s about quality. I’m breaking down the exact steps I’ve used to focus on the right people, craft a compelling message, and turn connections into paying clients - even with an audience of just a few hundred.

If you’ve ever wondered how to make your small audience work for you, this is the episode you can’t afford to miss.

Stay tuned, because what you’ll learn might just change how you think about your business forever.

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What is the 4-1-1 rule on LinkedIn? Your LinkedIn content strategy

Are you making the most of LinkedIn?

If your content isn’t getting engagement or turning followers into clients, you might be missing one simple strategy: the 4:1:1 rule.

In this episode, I’m sharing how this approach transformed my LinkedIn results - and how it can do the same for you. You’ll learn how to strike the perfect balance between entertaining, educating, and selling, so your audience stays engaged and you see more conversions.

I’ll break down the exact steps I use, including how to find content that connects, why soft sells are surprisingly powerful, and how my "Win on Wednesday" posts drive consistent leads. 

If you’re serious about using LinkedIn to grow your business, this episode will change the way you approach your content.

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Public Speaking: Turning Fear, Fails, and Criticism into Confidence

Terrified of public speaking?

Scared to post online because of trolls?

You're not alone. In this no-holds-barred episode, Dean Seddon and Dave Falkner open up about the fears, failures, and triumphs of going from anonymous to unforgettable.

Hear Dave's journey from behind a computer screen to standing on stage in front of hundreds - and the hilarious dad joke that turned a stiff crowd into superfans. Dean shares his own struggles with stage fright, awkward silences, and the mental chaos of trying to be "perfect" while juggling the pressure of being in the spotlight.

But it's not all nerves and missteps. This episode is packed with practical tips on finding your voice, owning your mistakes, and learning to turn brutal online comments into motivation. They also reveal why being yourself - warts, bad jokes, and all - is the real secret to connecting with any audience, whether you're on stage or posting a video to 15 people.

You'll laugh, you'll cringe, and by the end, you'll realise that the fear holding you back isn't half as big as the reward waiting for you.

If you've ever wanted to find the courage to speak up, stand out, and make an impact, this episode is your permission slip to get started. Listen now and take the first step toward becoming the confident, engaging person you've always wanted to be.

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The Neon Shift: Jaguar, Cucumbers, and the Future of AI

Ever wondered what memes, cocktails, and cutting-edge AI have in common? In this punchy, neon-soaked debut episode, Dean ditches the tired interview format for an unfiltered, laugh-out-loud chat with content whiz Tom. Together, they unpack the secrets behind making people laugh and buy, the wild evolution of platforms like TikTok, and how Jaguar’s bold leap from accessible to elite might just crash and burn - or redefine luxury forever.

But it doesn’t stop there. Dive into the dizzying rise of AI-generated everything - from eerily real political deepfakes to bots out-performing humans on social media (yes, even Dean’s doppelgänger went viral). They’ll also share war stories, like how a Gatwick airport meltdown landed Dean on national TV and why a guy making cucumber recipes might be a social media genius.

If you’re ready to laugh, rethink your content game, and maybe even question reality, this episode’s for you. Grab your drink (please, not a Blue Lagoon), and let’s explore the chaos and opportunity of the digital world together.

 

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Using Podcasts to Build Your Influence

This week, I’m sitting down with Holly Hayes.

She’s been at the top of her game, managing social media for Steven Bartlett, and now she’s making waves at Deer Media, one of the biggest podcast networks out there.

Holly knows what it takes to build influence and stay ahead in a fast-changing world.

We dig into how podcasting is shaking up the media landscape and why it’s become the go-to platform for real, unfiltered conversations.

Holly’s insights are straight from the trenches of two of the most competitive industries out there.

If you want to hear what’s really working in content right now or just need a bit of inspiration from someone who’s been there and done it, this is the episode for you. Don’t miss it.

 

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The perfect sales call with your ideal client

Ever wondered how to turn a sales call into an easy, natural conversation that actually leads to results?

In this episode, I’m sharing the exact framework I use to run sales calls that feel less like a pitch and more like a productive chat.

We’ll break down the anatomy of a perfect sales call - from doing your prep work and setting the agenda to asking the right questions that get your prospects to reflect on what they really need. I’ll also dive into why explaining less and listening more can completely change the way you approach your calls - and how to present your offer in a way that truly resonates.

Whether you’re a coach, consultant, or solopreneur selling your expertise, this is about creating a process that works for both you and your ideal client. So if you're ready to learn how to have better sales conversations that actually convert, this episode is for you.

Tune in to make your next sales call your best one yet.

Win BIG by Marketing like an Underdog

Most small businesses and solopreneurs struggle with marketing.

They waste time copying big brands, following flashy trends, and spreading themselves too thin.

The result? Burnout, frustration, and little to show for all that effort. Instead of attracting clients, they’re stuck chasing likes and impressions that don’t convert.

Imagine pouring hours into LinkedIn, TikTok, or email campaigns, only to see crickets.

The competition is fierce, and everyone seems to have a bigger budget, larger teams, and slicker strategies.

It feels impossible to stand out. You’re not Coca-Cola or Nike - you’re a small business owner with limited time, budget, and resources.

Trying to play the same game as the big players is a guaranteed way to lose.

What if you stopped competing on their terms and started playing to your strengths?

The secret isn’t about going bigger - it’s about thinking like an underdog.

Underdogs know how to be scrappy, focused, and strategic.

They don’t waste time mimicking the giants; they carve their own path.

With the right framework, you can simplify your marketing, build a loyal audience, and win clients consistently.

In this episode, we break down four essential steps to reduce the friction between you and your ideal clients.

You’ll learn how to create a clear offer, target the right audience, craft magnetic messaging, and build a time-saving system.

This isn’t about working harder - it’s about working smarter, so your efforts actually pay off.

Ready to ditch the big-brand playbook and market yourself like an underdog?

This approach will change the way you think about marketing forever.

 

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7 Lessons I learned building my business on LinkedIn

Building a business on LinkedIn isn’t easy. It’s frustrating, confusing, and at times, you’ll wonder why it’s working for everyone else but not you.

I’ve spent years going round in circles, trying to figure out what others were doing right while I felt stuck.

But eventually, I learned some tough lessons that saved me a lot of time and hassle, and I’m sharing them with you so you don’t have to make the same mistakes.

If you want to save time, avoid burnout, and build a business that actually works, you need to start making smarter moves.

These seven lessons will help you do exactly that.

1. Don’t let fear of being 'salesy' hold you back

When I first started using LinkedIn for business, I was terrified of looking desperate or salesy.

I was going through a really tough business split (some of you know the story), and everything felt up in the air. I needed business, but I didn’t want to come across as that pushy person.

But here’s what I learned: it’s not about being salesy, it’s about being personal and relevant.

I made the mistake of lumping all outreach into one category - the bad, the annoying, and the irrelevant.

But I realised, after a lot of time wasted, that it’s not about the outreach - it’s about how you do it. When you research someone, understand what they do, and craft a personal message, people appreciate it. Once I understood this, I started getting better responses.

So, don’t be afraid to reach out. Just be targeted. If you do it right, it’s a game-changer.

If you want to get clients, stop hiding behind your fear of looking desperate.

Take the time to research and reach out in a personal way, and watch the doors open.

2. You don’t need a huge following to get clients

I spent a long time thinking that if I could just get more followers, I’d start getting more clients.

But the truth is, that doesn’t work. Sure, having a large following looks nice, but what does it matter if most of those followers aren’t interested in what you do?

I’ve seen influencers with massive followings struggle because their audience just isn’t the right fit.

More followers won’t fix a strategy problem. Focus on getting the right followers.

I’d rather have 500 followers who are perfect for what I offer than 50,000 who are just there for motivational quotes.

It’s not about numbers - it’s about quality.

Stop wasting time trying to reach as many people as possible. Focus on the people who are actually interested in what you offer, and you’ll start getting the results you want.

3. Clarity is everything

At first, I thought I was clear about what I was offering.

But when I looked at my profile and content through the eyes of a potential client, I realised I wasn’t being clear at all. I was trying to appeal to everyone - business owners, marketers, sales teams. The problem was, each group had different needs and perspectives.

I learned that to really speak to someone, I had to be specific about who I was talking to.

So, I started tailoring my messages for specific groups.

The result?

A massive improvement in engagement and responses.

If you want to attract clients, you need to make it clear what you do and who you do it for.

The more specific you are, the more you’ll stand out and attract the right people.

4. Engagement doesn’t equal success

Likes, comments, shares - they all feel good.

But I’ve learned that they don’t always lead to clients.

I’ve had people with 200,000 followers tell me they’re making no money.

I’ve seen people with huge engagement numbers still end up going back to a regular job because they couldn’t convert the engagement into business.

The real question is: are the right people engaging with you?

If your likes and comments aren’t coming from your ideal clients, they don’t mean much.

Engagement isn’t the goal - it’s a tool.

Focus on getting the right people to engage with your content, and you’ll see more clients in your pipeline.

5. Content isn’t king - systems are

For a long time, I thought content was the key to everything.

Post enough, and clients will come to you, right?

Well, I learned the hard way that content alone won’t bring in the clients.

Sure, content helps you build your authority, but you need a system to convert that content into leads.

Without a system in place to handle the inbound interest, content is just fluff.

Systems are what bring in the business. The content is just the tool to get you noticed.

If you want predictable results, stop relying solely on content.

Build a system that converts your content into clients, and you’ll see steady growth.

6. LinkedIn is just a room full of people

It’s easy to forget that LinkedIn is full of real people with real needs.

When I first started, I focused too much on the numbers and forgot to treat LinkedIn like a room full of people.

The best outreach I’ve ever done is when I’ve focused on the individual, taken the time to understand them, and made the message personal.

People can tell when you’ve done the work to understand them, as opposed to sending a generic message.

If you want to stand out, treat LinkedIn like a room full of people, not a mass of profiles.

When you focus on the individual and engage with them on a personal level, they’ll notice the difference.

To stand out on LinkedIn, stop treating it like a numbers game.

Focus on the people.

Personal outreach leads to more meaningful conversations and better results.

7. Systems trump shiny objects

There are a lot of tools, hacks, and trends that promise to make LinkedIn easier.

Believe me, I’ve tried most of them.

But here’s the problem: if you keep chasing the latest shiny object, you’ll never get anywhere.

It’s a cycle.

The real key to success on LinkedIn is building a system you can rely on.

Systems don’t rely on trends - they work consistently over time.

And once you have that system in place, you’ll stop worrying about the latest hack or trend.

You’ll know what works, and you’ll stick to it.

If you want sustainable success, stop chasing trends.

Build a system that works for your business, and you’ll get predictable results without the stress of chasing every new trend.

So, what’s the takeaway here?

LinkedIn success isn’t about hoping for a viral post or trying every new trend.

It’s about having a clear strategy, focusing on the right people, and building systems that consistently work.

If you’re ready to stop wasting time and start building a business that works, reach out to me on LinkedIn.

Send me a message with the word "win," and let’s talk about how we can get your business on the right track.

Focus on systems, not hacks. This is how you build a business that lasts.

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Make £100k a year in 10 hours a week.

Many business owners find themselves working long hours without seeing the income they expected.

They’re delivering value but aren’t reaching true financial freedom.

Imagine making £100k a year by working just 10 billable hours a week.

This isn’t only about raising prices; it’s about positioning yourself effectively, attracting clients who genuinely value your expertise, and building a structure that allows you to earn what you’re truly worth.

Without a strategic shift, most business owners will keep working hard without getting closer to real financial independence.

In this episode, we’ll explore the mindset shifts, strategies, and client-focused approaches that can help you move from feeling stretched to running a business model that supports a £100k income.

You’ll hear the story of a business owner who transformed their approach to ensure every hour is well-compensated.

This isn’t about quick wins but about building a sustainable business that respects your time and expertise.

If you’re ready to align your business with real financial goals, this episode will give you the insights to start that shift. Listen in to discover how to create a business that finally works for you.

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When People-Pleasing Nearly Killed My Business

In this episode, I’m digging into one of the toughest lessons I’ve learned in business: the high cost of people-pleasing.

It’s something we all think we can avoid – until we’re knee-deep in projects, saying “yes” to every request, and feeling like our work isn’t even ours anymore.

I’ve been there. Burned out.

Frustrated.

Wondering why the business I built for freedom started to feel like a trap.

In this conversation, I get brutally honest about how people-pleasing sneaks in and, before you know it, robs you of your energy, your time, and, frankly, your confidence. I'll take you through the moments I said “yes” when I knew I should have said “no” – and the exact cost of those decisions.

But this episode isn’t just my horror stories.

I’m sharing what I’ve learned about setting boundaries, the importance of clarity, and why respecting your own expertise is the only way to build something sustainable. Because here’s the thing: clients don’t hire you just to make them happy; they want results – and that only comes when you have the courage to stand firm.

This episode is for you if you’ve ever felt:

• Trapped by client demands
• Unsure of where to draw the line
• Tired of putting everyone else first

If you’re ready to protect your time, reclaim your work, and create something that works for you, don’t miss this episode.

It’s about delivering real value, on your terms, and building a business that truly serves you – without sacrificing your sanity.

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