About - The Lead Sheep

Harness The Power of 21st Century Online Marketing To Separate Yourself From The Herd And Become The Lead Sheep In Your Market

Does this sound familiar?

  • You love doing what you do.
  • You have a strong desire to be of service to others. So much so, it feels at times like you're going to burst at the seams.
  • You feel like you have so much to offer, BUT...
  • You struggle with how to market your business online to generate a steady stream of prospects and clients.


If so, then...

I think you're going to like what you find here.

This site is dedicated to helping you use all of the amazing tools and technology available today to help position yourself as THE expert in your industry and the best choice in your market.

Hi, I’m Curtis Penner, the lead sheep here at The Lead Sheep.com.

Why am I so passionate about helping small business owners who, as Harry Beckwith calls it "sells the invisible"?

Well, it might help to know a little bit about me and how I came to be here today...

STEPPING IN SHEEP POOP

"If you follow the herd, you just get sheep $#!t on your shoes."

My father, Ken Penner, was a colourful character, to be sure. A rough and tumble ironworker, he was always ready to make his point with a funny phrase.

One thing he said stuck with me.

He said...

“Curtis, if you follow the herd, all you’ll get is sheep $#!t on your shoes.”

This was his way of encouraging me to be my own man, make my own path and not blindly follow others.

Was it because of my father’s sage wisdom that I’ve been driven to control my own destiny - to own my own business and to serve others since I was young?

He would have liked to think it was. Regardless...

My first service business - The Realty Info Line - served real estate agents in Ottawa, Ontario, Canada. It was the first service of its kind in the area. Home buyers could call a 1-800 number, punch in a unique code and listen to an audio description of a home for sale.

Then, in 1998, after losing 30-pounds, I became a certified fitness coach and started my next business - Progressive Fitness, an in-home personal training business that served business owners and executives.

The website for my personal fitness coaching business (circa 2005).

Like many small business owners, I struggled to keep a steady supply of clients coming in. I knew how to design a fitness and nutrition program that could help you look and feel ten years younger but I didn’t know how to sell myself or my services.

It was during this time that I discovered Dan Kennedy's program called Magnetic Marketing and my eyes were opened to the power and magic of direct response advertising.

Quite simply, I became obsessed.

I read everything related to direct response marketing, and copywriting that I could get my hands on.

What I learned transformed my training business.

BECOMING THE EXPERT

You see, no one in my industry was using this stuff.

If I followed the herd, I would have gotten a job at a gym ... worked long enough to get some clients ... and then left the gym, taking my clients with me.

But then what? I’d still have no system in place for bringing in new prospects.

Instead, following the wisdom of Kennedy, and other direct response marketing experts, I focused my efforts on four things:

First, I wrote my own book called Your Best Body Guaranteed which gave me instant credibility when meeting with prospective clients.

Next, I gave talks to service organizations and local groups that resulted in thousands of dollars in new revenue for every 1-hour presentation I did. (Of course I brought copies of my book to sell too)

Most people would rather die than speak in front of an audience. But again, by not following the herd, I was able to position myself as the expert.

And instead of paying to run boring ads that looked like every other sheep’s ads, I created full-page advertorials.


Personal Training Advertorial

A full-page "advertorial" I created to promote my personal training business back in 2005.

Today they call it native advertising. Back then I called it pure gold because every time I put one out in the local newspaper, my phone rang and people gave me money.

Finally, I created exercise videos to add value to my clients programs and to drive traffic to my website.

This was before smart phones made their debut and YouTube was just gaining real traction.

Those videos are still up, by the way. One of them (see below) has even been watched more than 1 MILLION times!!!

The Plank

I then learned a hard lesson.

A HARD LESSON LEARNED

I soon got to the point where I needed to hire two trainers to help keep up with the new clients coming in. This was a touchy issue.

While my clients loved me and didn't want to see me go, most of them owned or ran businesses and understood the need to hire help.

But slowly, I made the transition. It was great. I no longer had to be up at 5am and be out until 10pm training clients.

With all this free time to think, I should have seen it coming...

Personal training, like all service businesses is built on relationships.

If you like your trainer, you’ll stay with the them. That’s how so many trainers managed to steal clients from gyms.

Now, I didn’t own a gym or train clients in my own facility.

My clients were busy executives and business owners who had families. So rather than make them come to me, I drove to them and trained them in their homes.

What I didn’t consider was how easy this would make it for trainers that worked for me to steal the new clients who hadn't trained with me or formed a relationship with me. They literally didn't even have to take the clients away!

All it took was for them to offer a lower rate than what I was charging and just like that I was out a client.

It was like a pail of cold water in the face when I realized that my entire business model made it impossible to grow my business.

So after ten years of hard work, I shut it down.

I licked my wounds for a while. Unsure of what to do next.

Then it hit me...

Everywhere I went, I met small business owners who rode the same rollercoaster I had ridden before discovering how to market myself as the leader in a market.

One month would be a feast of new business, and the next would be a famine.

Feast or famine. Up and down.

And my next path became clear.

I would become a personal trainer of sorts to local small businesses, showing them how get a steady stream of leads and new clients using proven online direct response marketing.

WHY I DO WHAT I DO

Here’s the bad news...

There’s a lot to learn when it comes to doing business in the 21st century:

  • Copywriting
  • Facebook ads
  • Landing page design
  • Web conversion
  • SEO
  • Google Ads
  • Video marketing
  • Email marketing

It can be overwhelming. Even for someone like me who lives and breathes this stuff, I find it challenging to keep up.

If you're like most small business owners I speak to, you either don't know what's possible and have no idea where to begin. OR...

You've glimpsed the possibilities but feel nauseous at the idea of trying to learn it all.

Either way, I want to help.

Just like getting in shape, you can learn how to use online marketing in your business on your own. There's loads of free information to be found.

But the reality is, you'll get from where you are to where you want to be faster with the help of a coach.

I’m on a mission to help you transform your business so you experience more freedom, enjoy higher revenues and have more fun in your business.

GOOD NEWS FOR YOU!

Through the free info on my blog, my paid coaching programs and my done-for-you solutions, I want to help you harness the power of online marketing to generate a steady supply of prospects … turn those prospects into paying clients … and foster those new relationships into repeat business.

Like I said...

There's no shortage of free info available online - if you know what you're looking for.

Most online marketing experts take a shotgun approach when talking about online marketing.

They never know if they’re speaking to a high-tech startup, an online retailer, a life coach or a widget manufacturer.

So you’re left trying to take these high-level concepts and figure out how to apply them to your specific situation.

I take the concepts and apply them directly to the service industry, making it easy for you to see what’s possible and how it can apply to your situation.

You may not own a truck driving school like Richard Wynia but I know if I showed you how I’ve helped him earn $10 for every $1 spent on Facebook ads, you’d be able to apply it to your business.

Just like I know that you could use the same technique my dog groomer, Rebeka Stanley, uses to grow her email list on autopilot - for free, no matter what type of service business you have.

And even if you’re not an online personal trainer like Kristen Jones, you’ll be able to take what I showed her and transform your website into the ultimate salesperson for your business.

So let me ask you…

Are you ready to stop following the herd and become the lead sheep in your market?

If so, clean the poop off your shoes and schedule your no-obligation, no-charge, no-sheep ca-ca online marketing review.

During this 30-minute call, we'll take a look at your business and identify 3 things you can do right away to bring in more clients, earn more profits and even free up your time.

Yes, I'm going to offer you ways to hire me and help you implement the suggestions, but even if you say no, I promise that the 3 suggestions will be worth money in your pocket.

Jon Dykstra is an online publisher that who earns MILLIONS of dollars from his blogs. Here's what he has to say about my skills as an online marketer.

Jon Dykstra, MBA, LL.B.

Million Dollar Blogger

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Curtis has helped me tremendously over the years with online marketing ideas, especially when it comes to website design and website conversion.

Also, Curtis works incredibly hard for his clients ensuring that they're pleased with his work and more importantly that they get excellent results.

He's knowledgeable about marketing, has great communication skills and works hard to get the job done.