First, we better reveal what a lead magnet is. You know those freebies you get for subscribing to a list? Those are lead magnets.
Those are lead magnets. They’re something offered as a free gift or enticement in exchange for an email address. And they’re the easiest, fastest way to build a list of target subscribers.
The goal of any lead magnet is to convert traffic into leads.
While it’s true you can throw just about anything together and call it a lead magnet, it’s also true that the better (and more
targeted) the lead magnet is, the easier it will be to build a profitable list.
A lead magnet doesn’t make money by itself. Yet working as your frontline ambassador, they can be extremely lucrative.
As you know, there are three ways to grow a business:
- Increase the number of customers
- Increase the average transaction value per customer
- Increase the number of transactions per customer
With the right lead magnet, you can increase the number of prospects and customers you have joined your list.
And with a well-targeted lead magnet, you can also increase the average transaction value and even the number of transactions
per customer, by attracting the very best customers for your particular business.
As you go through the following sections, always think of your a lead magnet as an irresistible bribe that will offer real value to
Your lead magnet has to be so good, your prospects will ‘buy’ it with their email address.
It should be relevant to your niche and your offers and also should be ultra-specific in what it gives to the user.
Certainly, it should be priceless, in that the prospect can’t easily google the information and find it for themselves, or even buy it someplace else.
And it should be easily consumed because you want the prospect to consume it immediately after they download it.
We’ll go through each of these in turn in a moment.
The point to remember right now is this your lead magnet is perhaps the single most important piece of your entire
marketing system. The right lead magnet ideas will bring you a never-ending stream of new prospects and soon-to-be customers.
The wrong lead magnet will bring either the wrong prospects for your offers, or no prospects at all.
Creating Your Lead Magnet
First, we’re going to choose a specific market segment to target and then we’re going to craft your ‘promise.
Next, we’ll write the title and decide on the format and finally, we’re going to actually create your lead magnet.
Choosing Your Specific Market Segment
The biggest mistake I see people making is trying to be all things to all people in their lead magnet.
Let’s take the Internet Marketing niche as an example many new marketers will write a Tripwire such as, “How to Make
Tons of Money in Online Marketing.”
Evidently, they are trying to target ALL people of all experiences trying to make money in all areas online.
That’s a wide audience.
Another one might be, “How to be a great parent.” Parent to who? Newborn babies? Toddlers? Grade school age children?
Teenagers? Children with special needs? Adopted children? Foster children?
It’s a cliché, but it’s true: When you try to be all things to all people, you’re nothing to nobody.
The more you can niche down your market segment, the more successful you will be.
This isn’t to say you can only service one tight niche. You can work in several different segments; you’ll just need to create
several different lead magnets template – one for each segment.
For example, let’s say you’re in the dating market. You could
create a lead magnet targeted to:
- Professional women in their late 20’s and 30’s looking for the perfect husband
- Recently divorced men who haven’t dated in over a decade
- Widows over 40 who are lonely but afraid to date again
- Men who want to play the field
- Women who want to date younger guys
- And so forth.
Each of these segments has different fears, desires, challenges, motivations and so forth.
You could easily come up with 100 possibilities, but it’s up to you to choose the right segment to target with your lead magnet.
Think about the exact segment of your market you want to write your lead magnet for.
When you’ve decided, move on to the next step.
Crafting your promise
You’ve chosen a specific segment of your market in the previous step. Now it’s time to make them a promise.
The goal here is to enter the conversation already happening in your prospect’s mind.
Ask yourself what their concerns are. What are their fears? What do they want most of all?
What conversation are they likely already having, and how can you enter that conversation with a promise?
What value can you give them that will be irresistible to where they are in life right now?
The value in your lead magnet should be ultra-specific and easy to consume.
No mega-courses here. No 200-page books, either.
You want your prospect to consume your lead magnet immediately when they receive it. If you create them a 200 page
a book with step-by-step instruction, they’ll almost certainly set it aside for later.
How can you demonstrate that you know what you’re talking about and that you’re an authority if they never consume the
lead magnet? And another thing about writing entire 200-page books to use as lead magnets – what if you’re wrong? What if you pick the wrong niche to target, pick the wrong topic to talk about or pick the wrong promise to make?
You’ve just wasted all that time when you could have found out much quicker with a short lead magnet.
Your goal is to create tremendous stand-alone value, but without getting complex or long.
Obviously, they don’t have a clue how to go about dating and they wonder if maybe they’re going to be alone for the rest
of their lives. They need to take things very slow at first.
So you might promise to show them how to find guys to be friends with first, and see if things progress from there.
You’ve already got your target audience, so now you’ll want to write down some ideas of the promises you can make.
Once you’ve got your list, pick one. If you’re afraid it might be the wrong one, or you’re procrastinating because you’re trying to
get this perfect, then just pick one you can always change it later.
Write the title to your lead magnet
Headlines and titles might account for as much as 80% of your lead magnet’s success rate.
Have you ever run across a lead magnet offer that sounded good, but… the title just didn’t quite push you over the edge into giving
your email address?
And have you ever seen a lead magnet title that had you racing to give your email address without even thinking about it?
Naturally, your goal will be to get your prospects racing to fill out the opt-in form without giving it a second thought because they
want your lead magnet SO BAD and they can’t believe you’re giving it away for FREE.
If you have a lot of experience in writing subject lines, blog post titles and so forth, then you’re ahead of the game on this.
If headline writing is new to you, you’ll want to do some research on how to write a great headline.
Frankly, entire BOOKS can be written on this subject alone.
But if you look inside this month’s newsletter, you’ll find an article
on how to quickly write great headlines using headline templates.
Decide on what type of lead magnet you’re going to create
The tough part is over and you’ve chosen your market segment, made a promise and written a headline or two or three.
Now you’re going to decide what format you’ll use to deliver your lead magnet.
Remember you want to keep it simple. Play to your strengths and choose something that will be consumed quickly.
Here are the different types of lead magnets to choose from Report or Guide and this could be just a few pages in PDF format. It’s the most common type of lead magnet and a great way to convey information with precision.
Cheat Sheet, Mindmaps, and Blueprints: These are generally short, just one or two pages, and get straight to the point.
There are times when this works really well. It could be a list of resources for buying products, getting things
done and whatever works.
The key is that the information is valuable to the end user. This can be all the best articles on a very specific topic or a list of articles that guides a person through a process.
And you don’t even have to write the articles yourself. This can be delivered in PDF format, video, etc.
This can be delivered in PDF format, video, etc. the key is you’re showing how someone was able to accomplish a certain task, what they did and the results they got.
Let’s Create Your Lead Magnet!
We’ve tested lead magnets and found several consistent qualities of the really successful ones.
And while your lead magnet does not need hit the target for every one of these criteria, the more you can achieve, the better.
One Big Benefit: Your lead magnet should deliver one big thing to your subscribers, rather than a bunch of smaller things.
For example, instead of offering the big encyclopedia of internet marketing, you might offer the one breakthrough method that
netted you $143,548 in 6 months, or the one traffic trick that sent 54,032 targeted visitors to your site last month.
Specificity: The more specific your lead magnet promise is, the better. The promise should be compelling to the people you are
Notice in the examples above we didn’t offer to show them how to make money – we offered to show them how we netted
And we didn’t offer a traffic method – we offered a method that drove 54,032 visitors in one month.
The End Result Your readers are searching for a specific outcome. So the question is, does your lead magnet get them
closer to achieving that result?