Solving Lead Gen

Leads are earned, not generated

Joe Moss 🔥

Jan 24, 2025

As I promote my upcoming book on the socials, more than once I’ve gotten a comment like:

AdvisorTech is important, but what advisors really need is Lead Gen.

Actually, here is one such comment:

“Getting new clients” is a problem worth solving.

Financial advisors “getting new clients”.

Let’s give it a go.

A Niche is Earned, not Selected

It’s difficult when writing about niches to not end up using all the same words everybody else is using and putting them in similar orders. Becoming a human AI of sorts.

So I’ll try to highlight the ideas and use different words and different orders of them.

The Riches are in the Specialized Knowledges

Lead gen is not the problem. The problem is a lack of specialized knowledge. You don’t know who your niche is because you don’t have a specialized knowledge.

So the solution is to get some specialized knowledge, right??

If only…

But specialized knowledge about what?

Now this is just a filtering problem.

There’s 8 billion leads in the world, you just have to know how to filter them:

Filtering for your specialized knowledge

Go to LinkedIn basic search, and type a space in the search bar and click enter:

Then select “People”

Then pick a location: - United States, Canada, etc.

Once you put in a location, you get a results number: “224,000,000”

There are 224 million leads in the US.

Next, you want to filter down for things that will create similarities between you and the niche. Here are some good ones:

For this example, I’ll use some of my own experience. I’m very interested in technology and AI, so I’ll pick that industry:

Now I’m going to put “AI” in the search bar:

Now if you’re feeling stuck, click the “All Filters” button over to the right to get some ideas.

I’ll go with 1st and 2nd connections

I like some of Tim Ferriss’ work, so I’ll filter for that:

Side note: You can use similarities like this to start conversations later on… like “I see you also follow Tim Ferriss, what’s your favorite book of his?”

Okay, 1,000 results is great, I think anything under 3,000 is a good niche, but right now I’m just trying some different things, so maybe I want to pull lists of about 100 across several different “niche verticals”.

You can use Alma Mater to add another similarity to any list and really shrink it down.

I tried adding “West Point” and ended up with one result, so then I added in 3rd degree connections and got to 10 results. Still too small, let me add the other college I attended:

Now I would build some engagement lists in Supergrow.

The idea here being build a few 100-person niche ideas, read through their posts on a daily basis, comment, interact, see if you can help…

Here’s what I use to build LinkedIn Niche engagement lists:

You can manually copy the LinkedIn URLs of the people you identified into the list or use a tool like Apollo.io, Wealthfeed, aidentified… to export lists of people and their LinkedIn urls.

Ok, I feel like I’m down a rabbit hole and may be losing you. Check out this clip starting at 32:30

In the beginning, you just help people, you just serve people… and through the process… the niche is something that you earn.

Here’s what I’m trying to say - don’t set out to help everybody - build some specific lists of people, see who you can help, see what resonates… THEN work on upskilling until you EARN your niche.

Become excellent at solving the problems that the list you’ve identified have - figure out what their problems are by reading, engaging, researching… based on their LinkedIn posts.

You can use Supergrow, or you can just copy and paste their profile urls into a spreadsheet like Mando did early on:

Once you’ve started figuring out how to solve their specific problems, start creating your own content, whether its:

LinkedIn posts
A Substack
A Youtube channel
…

Just pick a method that resonates with you and start helping people.

If you’re really dialed, I think you can start seeing results from this method rapidly, but it also can take time - 1-2 years hammering out content, building credibility, connecting with people and learning about what they need…

A good niche can take time, but it’s worth it both in revenue, satisfaction… IMO.

And as you do the work… the niche might shift or change completely, but the focused consistency will get you on the train… to the results that you’re seeking.

It all boils down to this: