How I Got Here

The year is 2019. I'm working on a company called The Black Tux. I was getting tired of the directives being handed to me by an out of touch, Head of Product. After many years of watching companies slow down their own growth. I realized I could not take another day of meaningless tasks. It was time to work for myself. 

I went out and started looking for my first client. Okay, well, technically it wasn't my first client, but it was going to be the client that gave me the confidence to finally form a company and make this leap for real. I booked a six month contract with the growth team at Gusto and started my corporation. 

I cruised along easy peasy until you guessed it. March 2020.  The pandemic  brought me to an internal reckoning that made me really question whether or not I wanted to continue helping venture backed Silicon valley companies. Line their pockets with even more cash. The answer sounds obvious when I say it like that, huh? 

By 2021, I had decided to stop working with tech clients. Instead, I turned my attention to small business owners who I knew were getting throttled on the internet by massive corporations like Amazon, Google, and Apple. I figured that after the crickets of 2020, they would be primed and ready for affordable digital marketing help. 

I could not have been more wrong.  

 I tried everything. I reached out to the people that I knew. I went door to door. I did farmer's markets. I ran Facebook ads. I joined the chamber of commerce. I sent direct mail. I did live streams.

I could not get a single buyer.

Then I had a turning point. I walked into a coffee shop in a not-so-well-trafficked part of the San Fernando Valley. 

I gave the owner my best pitch for what I offered at that time. She listened to me. And then without hesitation, she said, "Nothing is cheaper than me doing it myself." 

That's when I realized I was trying to sell to people who did not think they had a problem. 

That moment changed everything. I went home and set up an experiment board in my house. I stopped trying to sell an audience that wasn't problem aware. And I turned my attention to the people who were most by ready.  

Online business owners who didn't have a storefront, they needed to get seen online and they were willing to pay for help to make it happen. I ran small bets much faster and lighter until I could find channels that repeatedly yielded sales for me. 

Since then business has turned around. I've not only improved my own lead flow, but I also empower other business owners to identify, reach and sell their ideal buyers. And that brings me to this show. Introducing the Low Energy Leads show. I'm your host, Lex Roman. And I'm here to talk about laid back lead gen. 

I find a lot of the marketing advice out there to be ripped from big company playbooks. Post three times a day on TikTok. Write an email newsletter every week. Organize a virtual summit. Run ads. It's all way too much for a one or two person team.

Getting booked doesn't have to be a grind. I've worked with plenty of business owners who keep it simple and easy, and that's what we're here to do together. 

With Low Energy Leads, you'll get three types of episodes:

Breakdowns: where I share the backstory of my own business and other businesses I've worked with so you can learn from successful strategies.

Mailbag: where I answer your questions 

Interviews: where we dive into a specific business, learn how they went from zero to one. And then from one to 100 in finding sustainable lead generation. 

It can feel like dark times when you're doing everything you can, and nothing seems to work. Rest assured my friends, there is a way for each and every one of you to get booked and I'm here to help you do it.

Follow me on Instagram at @supereasydoesit and keep up with the show at lowenergyleads.com.