When we ask people to purchase our product, it's like asking them to marry us. There's a high level of commitment involved.
If it's the first time this person has stumbled across your website or seen your advertisement, it's safe to assume they're not in the frame of mind to buy from you.
So what happens when they're not ready for marriage? Ask them on another date.
Your Lead Magnet is the date.
What's the role of a Lead Magnet?
I believe a Lead Magnet should: get an email address, build trust by delivering a tonne of value and help people become aware of the problem that you solve.
Get their email address.
Your lead magnet should ask for a prospect's email so you can sign them up for your automated nurturing emails. Getting email addresses is the key to getting sales after they download your Lead Magnet.
Your Lead Magnet needs to actually deliver value.
I talked before about delivering a tonne of value. Keep in mind that if a person is giving you their email address, it is the equivalent of them handing you $20. So make sure that you are delivering at least $20 worth of value. Or else you could do more harm than good for your brand.
Some people ask me, "am I giving away too much value?" And my response is: it's better to be generous. In the big scheme of things, it can only achieve great things in your customer's mind.
Your Lead Magnet needs to solve a problem.
The easiest way to deliver value is to solve a problem. Don't make up a problem that isn't real, but focus on a real-life problem that's affecting your customer.
It could also help people become aware of a problem they didn't know they had. They're being going through life blind, and now you're helping them see.
So, what am I going to write?
Here are three great questions to get you started:
- What is a question many prospects ask?
- What is something about your industry that is misunderstood?
- What are some common mistakes you see people are making?
These are all great starting points. My personal favourite is number two.
Most of your customers will have an idea in their head about your industry—and it mightn't be a good one. Now you can share about what makes you different from your competition.
What are the best formats for my Lead Magnet?
Lead Magnets come in various forms. Here are some of the most popular:
- eBooks and Guides
- A series of videos sent to your inbox (highly recommend!)
- Quizzes and assessments
They can be anything you dream up.
If you're looking to keep costs down, I'd recommend a Quiz or Assessment. Look into Typeform. I personally use it and couldn't recommend it enough. It's affordable and reduces the admin work by syncing prospects into your CRM automatically. It supports all the major CRMs like Mailchimp, Hubspot, Salesforce and Pipedrive.
The next tier up is eBooks and Guides. You can design these up yourselves using one of Canva's starting points. Perhaps look at getting an editor to double-check your copy before you launch it to the world.
And the ultimate is a series of videos. It has the highest engagement and also teaches subscribers to get in the habit of opening your emails. Value your prospects time, so be sure to keep each video under 5 minutes.
So, what's next?
It's time to follow these steps and create your very own Lead Magnet. Anyone that downloads your Lead Magnet is a warm lead. So be sure to follow them up with an email sequence. Want to know how to do that? Use our guide that teaches you how to create an effective email sequence.
Now many of you will be working in your business and won't have the time to create your own Lead Magnet. That's okay. I am here to help!
Book a call with me today, and I will build your Lead Magnet without sucking up all your time. Let's grow your business together.