In Part Two, we go deeper into how smart spending and marketing decisions can lead to serious business growth. Geoff shares why spending money on the right services matters, how to think about ROI, and the power of getting out there and getting setup.

If you’ve ever wondered whether to do it yourself or hire help — or how to connect with people who actually grow your business — this episode is for you.

In Part One, we chat with Geoff the Accountant about what it really takes to grow a small business on the Yorkshire Coast. From the importance of understanding your numbers to knowing when (and where) to invest, we cover the foundations that set successful businesses apart. Whether you're just starting out or ready to take things to the next level, this episode is packed with no-nonsense advice and real-world experience.

Being Sales Led...

A marketing agency should be sales-led because marketing without a strong sales focus is just noise. A strategy-first approach ensures marketing efforts directly impact revenue. For example, at Checkmate Marketing, we don’t just run Facebook ads—we optimize the sales process first, ensuring businesses convert leads into paying customers efficiently.

Imagine running ads for a beautician without an online booking system—leads drop off, wasting ad spend. Instead, we fix the funnel first, streamlining bookings before driving traffic. Likewise, an accountant with a complex inquiry process will lose leads. We simplify the journey, ensuring marketing dollars aren’t wasted.

Being sales-led means tying every marketing action to ROI, tracking results, and adjusting strategies based on what drives revenue. Marketing should never be done for vanity—it should be a growth engine, not just content for content’s sake.

The LEVEL UP Marketing Framework 🚀

Most small businesses struggle with marketing because they jump straight into posting and ads without a clear strategy. LEVEL UP fixes that by walking you through the exact steps to build a strong marketing foundation that gets results.

1️⃣ L - Learn About Your Audience
Know WHO you’re selling to. What do they need? What’s stopping them from buying? Get clear on their pain points and desires before doing anything else.

2️⃣ E - Establish Your Sales Process
No point in marketing if your sales process is messy! Define your steps from first contact to conversion. If people drop off, fix the leaks before spending more on ads.

3️⃣ V - Visualize Your Customer Journey
Map out how a cold lead becomes a customer and beyond. Where do they find you? How do they interact with your business? This helps you create better marketing touchpoints.

4️⃣ E - Execute a Holistic Marketing Strategy
Don’t rely on just social media or just ads. Use a full-funnel approach—social media, email, retargeting, physical marketing, and more—so your brand is everywhere your customer looks.

5️⃣ L - Leverage Digital Tools & AI
Automate the boring stuff! From email sequences to AI-generated content, tech helps you save time and increase consistency in your marketing.

6️⃣ U - Define Your Unique Value Proposition (UVP)
Why should people choose YOU over competitors? Your UVP isn’t just “great service” – it’s a clear, compelling reason why you’re the best choice.

7️⃣ P - Bring Passion Into Your Messaging & Delivery
People buy from people. If you’re not excited about your business, why should they be? Authenticity, energy, and confidence in your content make all the difference.

🔥 Bottom line?
Marketing isn’t just about posting—it’s about strategy. Follow LEVEL UP, and you’ll have a clear roadmap to attracting the right customers and making more sales, without wasting time or money.

👉 Want to implement this in your business?

Grab my free 7-day LEVEL UP challenge at FundamentalSocials.co.uk and start taking action TODAY!

Benny’s Flawless Follow-Up Technique

1. Double Dial 📞

   • Call once. If they don’t answer, call again immediately.

   • People often ignore unknown numbers but pick up when they see a second call.

   • If they answer, say:
     "Hey, it’s Ben from Checkmate Marketing. I saw you downloaded the lead magnet. I’ve sent it to your inbox and WhatsApp. Before I go, what specifically were you looking for?"

   • The phrase "Before I go…" makes people more likely to stay on the call.

     
     

2. WhatsApp Video Messages 🎥

   • Never leave a voicemail—send a WhatsApp video instead.

   • Hold the camera icon to record a 60-second instant video that auto-plays when they open WhatsApp.

   • Message example:
     "Hey [Name], it’s Ben from Checkmate Marketing. Just tried calling about the [lead magnet]. I’ll follow up again tomorrow. In the meantime, let me know if you have any questions!"

   • 100% positive response rate in my experience—people appreciate the effort.

     
     

3. Ask for Referrals 🔄

   • If they’re not the right fit, ask:
     "Do you know any small businesses that want to double their revenue in the next 12 months?"

   • Instead of the usual "Refer a friend for £50," make it a personal request.

   • Other great referral questions:

     • "Which networking groups do you attend?"

     • "Do you know a Sunday League team that could use group coaching?"

       
       

4. Ask for Reviews 🌟

   • If they’ve engaged with you (even just a discovery call), ask for a review.

   • Example:
     "Hey, would you mind leaving a quick review about our discovery call? Even if we don’t work together, your feedback helps others."

   • The discovery call is a product in itself—treat it like one.

     
     

5. Follow Up At Least 10 Times 🔟

   • Most prospects need 11 touchpoints before deciding to work with you.

   • A good follow-up sequence:

     • 3 double dials

     • 3 WhatsApp videos

     • 6 emails

   • You follow up until you get a firm no. If they say no, ask for a referral.

   • There’s no "cold-call police"—they enquired, so it's your job to follow up.

Follow for more tips and terrible titles for techniques!

Meta VR, AR & The Future of Marketing

Passion Plus Mathematics Podcast –

In this episode, I geek out over my favourite tech of last year—the Meta Ray-Ban Smart Glasses—and discuss how Meta’s renewed investment in the metaverse will shape the future of marketing.

• AI-powered with built-in speakers, LED flash, and voice notifications (mine has Judi Dench’s voice!).
• Prescription lenses with a blue light filter—functionality meets style.
• Great for content creation—hands-free photos and videos for a true POV experience.
• Cost around £500 but worth every penny.

• Meta is pouring billions back into the metaverse, meaning VR and AR marketing will grow.
• Virtual meeting rooms could include customizable environments—imagine a boardroom with branded drinks, billboards, or even a virtual McDonald's ad outside the window.
• AI-driven product placement will make digital spaces fully monetized for advertisers.

• Push notifications via smart glasses: As you walk past a McDonald's, a pop-up could offer you a discount on a new menu item.
• Theme parks like Alton Towers already use smartwatch alerts for queue times and food offers—expect this to expand to AR glasses.
• Local businesses can leverage AR ads—imagine customers getting exclusive in-store discounts just by walking past.

• AI is already capable of helping businesses dive into VR and AR marketing.
• Virtual meeting rooms & Zoom avatars could make digital networking more immersive.
• Meta and other platforms will monetize AR glasses by integrating ads directly into our field of vision.

• As a consumer, all these ads might be annoying. As a marketer, the opportunities are massive.
• My Ray-Bans let me capture real moments, like my daughter’s first steps, without holding a phone—it’s truly next-level tech.
• If you’re thinking about starting a podcast, fun fact: If you reach 21 episodes, you’re in the top 1% of all podcasters globally!
• 
  

Want to geek out on this more? Drop a comment, and let’s talk smart tech, VR, and marketing!

The best of 2025 - what we going to do?

2025 marketing trends: Personal branding & employee-generated content will dominate. Short-form video remains king. AI-powered marketing advances, with AI-only agencies emerging. Email marketing is making a comeback. Facebook ads face challenges—diversify! Adapt, test, and stay ahead to thrive in 2025! 🚀

How to Stand Out in a Crowded Market in 2025

Welcome to the Passion Plus Math Marketing Podcast! I’m Ben, and today we’re diving into how to stand out in a competitive market in 2025—without racing to the bottom or relying solely on paid ads.

Everyone claims to be the best, but customers are sceptical. Positioning yourself as the cheapest isn’t a great strategy either—people often associate low prices with low quality. Instead, focus on being different, not just better.

Standout businesses use bold, unconventional branding to catch attention. Examples include:

• A window cleaning company with bright pink uniforms
• A cleaning business with a 1950s pop-art theme at a trade show
  These brands were the busiest at their events because they were visually different.

Establishing yourself as an expert in your industry builds trust and authority. Example:

• A care home owner who actively lobbies for industry reforms has a waiting list for his homes.
  People want to work with businesses that stand for something and show expertise.

Go beyond features and benefits—what extra value can you offer? Example:

• A plumber who offers free radiator bleeding and monoxide checks—this not only provides value but also creates an extra sales opportunity.

Storytelling builds emotional connections. Example:

• A plumber sharing his personal story about helping people lower heating costs made him more relatable and trustworthy.
• He also donated £1,000 worth of radiator foil to elderly homes, gaining press coverage and social media traction.

Luxury brands thrive in tough times because they sell emotions, not logic. Example:

• Restaurants that highlight romantic experiences, birthdays, and engagements drive customers despite higher prices.
• Premium businesses that evoke feelings will win in 2025.

Instead of spending big on paid ads, businesses should focus on content marketing, storytelling, collaborations, and value-driven promotions. People trust brands that are visible, authentic, and provide real value.

To stand out in 2025, you need:
✅ Bold branding
✅ Authority & expertise
✅ A unique value proposition
✅ Storytelling & emotional marketing
✅ Content-driven growth strategies

By implementing these, you’ll close the trust gap and make your brand the go-to choice in your industry.

Follow for more insights!