Digital Coffee: Marketing Brew - Brett Deister

Entrepreneur and coach Robin Waite joined Brett Deister on Digital Coffee: Marketing Brew to unpack two decades of lessons in entrepreneurship, agency life, and business growth. In this conversation, Robin shared how he transitioned from running a marketing agency to building Fearless Business, his coaching practice focused on ethical pricing and sustainable growth. He also revealed why he stepped away from the social media grind and how partnerships, long-term thinking, and knowing your value can transform a business.

What We Discussed on Digital Coffee

1. Value your time, not your hours – Pricing by the hour caps potential. Shift to outcome-based packages that reflect results.
2. Partnerships outperform posts – Genuine relationships with aligned people can open doors far beyond social media reach.
3. Think short, mid, and long term – Balance social media (short-term), assets like books and podcasts (mid-term), and partnerships (long-term).
4. Quality podcasting pays off – Professional sound, SEO optimisation, and packaging services can turn podcasts into lead machines.
5. Consistency matters – Most podcasts fail after three episodes, but sustained effort builds momentum and attracts high-value opportunities.
6. Action beats hesitation – Stop waiting for perfect conditions. Take the leap on the idea, project, or partnership you’ve been putting off.
7. Life is finite, make it count – Robin’s health scare reinforced that business should serve fulfilment, not just financial goals.

From Agency Life to Fearless Business

Robin’s career began with running a marketing agency between 2004 and 2016. After a difficult period and eventual sale of the agency, he found himself being sought out by peers who wanted to learn how he managed the process. What began as informal mentoring over coffee and cake soon evolved into a full-time coaching practice.

By 2017, he launched Fearless Business, an accelerator programme for freelancers, consultants, coaches, and small agencies. His focus: helping business owners repackage their services, set confident prices, and attract better clients, doubling their income while working with fewer people.

Why Traditional Marketing Left Him Cold

Robin is candid about his frustration with social media. For years, he poured 20–30 hours a week into content, shorts, blogs, podcasts, videos, yet saw little return in leads or audience growth.

In 2022, he asked himself a simple but powerful question:

“If I had to get 1,000 leads by next week or my dachshund Twiggy was in trouble, how would I do it?”

The answer changed his approach completely. Instead of relying on endless posting, he began focusing on partnerships with people and brands who already had established audiences.

The Power of Partnerships

Robin’s strategy was straightforward but deliberate:

• Identify a shortlist of people and brands whose values and audiences aligned with his.
• Show up at the same events they attended, sponsor where possible, and build genuine connections.
• Add value first, congratulating, supporting, and amplifying their work, before making any requests.

This patient approach paid off. By mid-2023, he was invited onto productivity YouTuber Ali Abdaal’s channel (6 million subscribers). The appearance resulted in:

• 3,000 leads within 12 months
• 800 books shipped worldwide following a giveaway
• New speaking opportunities and coaching partnerships

Robin emphasises that this long-term, partnership-driven approach often delivers far more value than short bursts of social media activity.

Rethinking Pricing: Moving Beyond the Hourly Rate

One of the biggest issues Robin helps clients solve is pricing. He argues that hourly rates limit potential, especially for freelancers and small businesses.

Why Hourly Rates Hurt Growth

• Time is finite, most solopreneurs only have 1.5–2 days of true billable hours per week.
• Charging by the hour caps income while ignoring the actual results clients achieve.
• Low rates often lead to burnout, as seen in the example of $25 per hour podcast editing.

A Better Framework

Robin encourages packaging services based on results, outcomes, and fixed fees. A package should include:

1. Dream Outcome – What transformation or result does the client truly want?
2. Timeframe – Can it be delivered in a fixed, predictable period?
3. Fixed Fee – A clear, outcome-based price rather than variable hourly billing.

He also references Perry Marshall’s concept of valuing tasks by tiers:

• $10/hour: basic admin or editing
• $100/hour: technical optimisation
• $1,000/hour: strategy and lead generation
• $10,000/hour: top-tier exposure (e.g. guesting on world-class podcasts)

The Reality of Podcasting

Since both Brett and Robin host podcasts, they dove deep into the realities of production and value.

• Quality matters: poor audio can cost subscribers and harm reach on platforms like Spotify or iTunes.
• Packages beat piecemeal editing: a bundled service covering editing, SEO, distribution, and strategy can command much higher fees.
• Podcasting is long-term: many quit after three episodes, but momentum often builds only after 20+ episodes.
• The right listener can change everything: Robin nearly quit after 67 episodes, but two early episodes led to $14,000 in speaking gigs.

Short, Mid, and Long-Term Marketing Strategies

Robin doesn’t reject social media entirely, he simply reframes it as short-term activity. To grow sustainably, businesses should balance three levels of marketing:

Short-Term: Social Media

• Awareness, networking, and light engagement
• Useful when starting out, but limited for scalable growth

Mid-Term: Marketing Assets

• Books, podcasts, YouTube videos, evergreen content
  
  
• Requires upfront effort but delivers lasting ROI

Long-Term: Partnerships

• Strategic relationships built over years
• High trust, high return opportunities (guest spots, collaborations, speaking gigs)

Robin stresses that partnerships only work if you are selective and intentional. He continually refines his “hot list,” replacing names that no longer align with his values or goals.

A Fearless Tip: Just Do It

When asked for one tip to transform a business, Robin pointed to the power of action. Too many entrepreneurs put off ideas or wait for the “right moment.” His advice:

“Whatever that thing is - JFDI. Just do it.”

He shared that being diagnosed with a benign brain tumour in 2023 shifted his perspective. Life is finite, and waiting often means missing opportunities. Focusing on what truly matters, even if it means putting yourself first, is essential for fulfilment in business and life.

Final Thoughts

Robin Waite’s story is a reminder that growth doesn’t have to mean endless hustle on social media. By valuing your time, packaging your services, and building authentic partnerships, it’s possible to earn more while working less. And perhaps most importantly, don’t put off the ideas or partnerships that could change everything.