You almost certainly want more leads, most of us do.
Even if you have a big list of subscribers or clients, a lead magnet can help reignite a conversation and lead to a sale.
In fact, one of my favourite ways to use lead magnets is to offer them again to my list to see what they’re interested in.
But how can you create a lead magnet that works for you AND for your audience to generate more leads?
Most people go down the “value” route and create a long complex free course with PDFs, workbooks and a Facebook group.
Protip: 99% of leads are never even going to open the email, yet alone interact with a free piece of content.
You already have a killer lead magnet, and it’s got nothing to do with the value or how it’s displayed.
Webinar recordings still work, ebooks still work, worksheets still work. All this stuff works already. If you’re not getting sign ups, it’s got NOTHING to do with the “delivery method” i.e. PDF, video etc.
It’s because you’ve almost certainly given it a dull boring title like “15 landing page ideas for your accountancy website” or “FREE WORKBOOK SERIES! Learn how to create a desirable offer in your marketplace.”
You might as well say “CONTENT MEDIA TYPE! Free extra workload to an activity you’re already not really doing.”
Flip this around and just try to sell the subject line or title.
If your title or opening line is interesting and compelling enough, people will opt-in.
Don’t tell them what you’re giving them. Tell them what they’ll get.
I like to use the formula:
DIRECTION > THING > NUMBER > TIME
- Increase sales by $10,000 in 30 days
- Decrease refunds by 50% with 2 minutes work
- Financially free in 18 months
Try an email or a post like this out:
Hey {{contact.first_name}}, I’ve got some training on how we increased sales by $10,000 for one of our clients in just 30 days.
Would you like the replay link?
It could be a video, PDF, worksheet, webinar -doesn’t matter.
It’s clear what the result is, what the customer will get.
If you’ve got a blog post or an email subject line, or a video on YouTube that’s done really well, double down on that.
For example last year one of my videos (Write An Email Marketing Strategy | The 3 Strategies) exploded in popularity.
No idea why – not my place to question it.
So I wrote an email saying:
Hey {{contact.first_name}}, I’ve got some training on how I create $100,000 email campaigns for my business in under 15 minutes – can I send you the link?
Sure enough, it did really well.
THEN I just took screenshots of the video, created a delivery page and offered the template on my whiteboard as a Google doc download. I had the video embedded on a page. Whole thing took me about 20 minutes.
You already have worksheets, checklists and training you give to clients and leads.
Don’t rebuild all that stuff, just re-sell it.
Rewrite the titles and sales hook for the lead magnet.
“But Mike! How can I promise that I’ll increase sales by $100,000 if I’ve never done that?”
Reword the question – “how can I promise to help someone win an Olympic gold medal if I’ve never done that before?”
You can’t.
You have two options.
- Create something you CAN promise. You’re smarter than this, take some time to think. Don’t give up at the first hurdle.
- Get experience. Create something that DOES get customers epic results and use that.
