If you’re a business owner, founder, or coach trying to grow without burning cash, MentorBusiness.com is where we break it down without the fluff, today’s episode shows you how a clear ICP (Ideal Client Profile) turns scattered marketing into qualified pipeline fast.
Lewis Haydon sits down with James Willis (LinkedIn specialist) and Lalit Nag (video & content strategist) to hammer the one principle that makes every channel; content, DMs, ads, or cold calls actually work. This isn’t theory. It’s the operating system behind campaigns that convert and clients you actually want to keep.
You’ll hear hard won lessons on narrowing your buyer, grading clients, cutting toxic engagements, and building messages that trigger “that’s me” in seconds.
Takeaways:
ICP is the foundation: Without it, great content and outreach still miss. With it, everything compounds.
Depth over demographics: Go beyond industry/title. Map pain, language, and why-now to write copy that lands.
Mine your last 10 clients: Rank by profitability, ease of work, outcomes build your ICP from the winners.
Right door, right conversation: Cold calls don’t feel “pushy” when you’re speaking to the exact right person.
Two audiences, two messages: Don’t pitch 9–5 aspiring mentors and established coaches with the same hook.
Grade and prune clients: A/B/C/D tiers; move B/C up, refer Ds away. Protect margins and team morale.
Content that connects: Raw story + clear ICP beats generic polished content every time.
Process first, channels second: Systemise journey, objections, and messaging then pour into ads, DMs, or video.
Chapters:
00:01 – Lewis: resets, rejection, and the universal principle founders miss02:32 – James: ICP = the foundation (footings) of all lead gen03:57 – The “megaphone to a million” ad lesson (why generic dies)05:28 – Lalit: using ICP to plan content and pick a winning niche06:31 – Speaking to the 2%: a public speaking lesson applied to ICP08:00 – Where to start: James’ “last 10 clients” scoring exercise09:25 – Cold calling isn’t pushy, you’re just pushing the wrong door10:58 – Yes, it’s still a numbers game (with skills)11:56 – Lalit’s editor lens: raw footage, storytelling, and intent13:56 – Two ICPs for MentorBusiness.com (9–5 upskillers vs pro coaches)17:49 – Step one: joy + value alignment (doing work you want to do)18:53 – Lalit on toxic clients, boundaries, and trust23:04 – Grade your clients; protect margin and energy24:28 – Network > guessing: how the platform accelerates results28:33 – Coach vs specialists: build your boardroom of experts31:10 – Wrap: apply ICP now, then choose the channel
Keywords:
Ideal Client Profile, ICP, client grading, LinkedIn lead generation, content strategy, outbound vs inbound, sales objections, cold calling, social media video, storytelling, B2B marketing, client profitability, buyer pain points, messaging frameworks, founder burnout, niche selection, Meta ads, buyer persona, lead qualification, boardroom debate
Watch more episodes at: https://lewishaydon.com/podcasts/