Why your lead magnet might suck.
Here's how I was taught about lead magnets:
(maybe you can relate)
“Just solve a problem for your target audience and give away free value.”
Well...is that basically how you were taught, too?
And...how's that working out?
Probably not good, I imagine. If you're anything like me.
See, my first lead magnets were terrible.
They were nothing more than glorified blog posts.
5 Ways to XYZ
7 Steps to This or That
But here's a secret (that probably isn't actually a secret):
If a lead magnet FEELS like a glorified blog post, nobody worthwhile is gonna give up an email address for it.
Sorry, not sorry.
If it's just another generic piece of content, you're gonna get a bunch of generic subscribers.
But JEFF...don't I want a bunch of subscribers?
Yes and no.
You do...
But I'd rather you have a small, engaged list of people ready to buy from you than to have a huge list of tire kickers and freebie seekers.
Like, I'd prefer that 100x over.
But hey, to each his (or her) own. If you'd prefer to have a huge list of people who may or may not ever buy from you?
Go build your Ultimate Guides, mindless checklists, or whatever.
Be my guest.
You can create ten generic lead magnets if you like wasting time to see what sticks.
But if you'd like to create a REAL asset?
Like...a lead magnet that generates *gasp* LEADS?
There are a few things you'll need to know.
Let me show you.
1) Target one ideal customer per lead magnet.
Lead magnets meant to attract "anyone who" or "everyone that" are going to be less effective. Target a specific persona so you can then lead them to a specific offer that's perfect for them later.
2) Consider the intent of your ideal customer.
Someone who'll hire you for a service is likely not the same as someone who is a DIYer. This means they're coming from different starting points. Which means...your lead magnet must accomplish something different for each one (if you want them to take the next step). *DFY customers need to know you know your stuff and that you can help them achieve their goals. DIY customers want more help DIYing. Make sense?*
3) Each lead magnet should lead into ONE offer.
The lead magnet should give away step one for free, then your welcome sequence should position the next step (your offer) as a total no-brainer. By doing this, you aren't just feeding your ideal clients "more content" or "pitching them." You're leading them on a journey that you have completely mapped out for them already.
4) Don't stop with a lead magnet.
The absolute worst thing you can do — send a lead magnet and never follow up again. Send a 7-8 email welcome sequence to make sure they use the lead magnet AND strongly position your offer as their next step. Here's a welcome sequence template that can help you get this built in just a few hours.
As I said earlier...
What's the point of a lead magnet if it doesn't help you get more business?
By taking this approach, you aren't just getting subscribers...
You're attracting and nurturing people who WILL be interested in your offer.
Like Matt here:
Ok, this one has gone on long enough now.
It's the weekend. Get outside.
I hope this has been helpful to you.
Rooting for you,
Jeff
