If you are just beginning your journey and do not yet have a lead magnet– then keep reading.
Firstly, we talk about how to choose your lead magnet topic.
When considering lead magnets and capturing names and emails to grow your email list, there is
something you need to know. Mostly when someone visits your website, or they are following you
on Social Media …… they are not ready to purchase from you.
This is even more so if you are in a service-based business. For example, if you are a coach or consultant,
or just selling information products like training or live workshops.
Either way, people usually need to warm up to you and your content first before they are ready to make
a purchase.
That is why lead magnets are so incredibly valuable across all of your online platforms.
So, if they are not ready to buy, what do they need to know?
Well, I am pleased you asked.
Your ideal prospect is looking for a solution to their immediate challenge.
If you remember this …. It is going to help you throughout your list-building journey, and if you are able to
tackle their issue with your lead magnet, you are perfectly positioning yourself to move that prospect along
your buying cycle and into a paying customer / client.
And please relax ….. it does take time.
A core lead magnet is your free giveaway that begins to tackle one of their most important challenges
that your ideal prospect faces.
Up until this point, you may have been creating blog posts, videos, audio clips, social media posts and other
such interactions. And that is great. And hopefully, in these interactions, you may be addressing some of the
challenges that your prospect faces.
However, the core lead magnet should be one of the most common, disturbing, pain points. That one point
alone, just one, should be your core lead magnet, and you will want to put this front and centre on your main
website, or landing page. It is the lead magnet that you should be talking about the most to your audience. You
will want to weave it into conversations on and offline behind your mask. You need to constantly be letting
people know that you have a guide to address their problems. This core lead magnet is the thing you want to
point them to.
Also, and stating the obvious here …. It should be a good representation of your brand.
You may want to choose a topic with a wide reach with your target audience. Of course,
you cannot reach everybody, but that is fine. And you must never be afraid to change your
core lead magnet as often as is necessary. However, if it is pulling and converting, then keep pumping
prospects into it.
Now, I wish to address the K.L.T
K.L.T = Know, like, trust
Oh yes, it is Marketing 101, and you have no doubt heard it over and over and over again, but allow me
to place it in the context of list building.
Again, these are the keys to getting people to react to your lead magnet, so stay with me.
KNOW
Your prospect is looking for answers from someone they have some sort of connection to. Hopefully,
that is you grasshopper. Some of the bigwigs term it “a relationship”…. I am not going to go there.
I prefer the term “authority”. These days when you hear from a trusted authority, they can feel like your
very own trusted advisor. You tend to feel comfortable when you hear, read, or see them. You take a minute
and take in what they are saying. You follow their posts and articles etc. Building this sort of credit stack, if you will,
is incredibly important.
LIKE
Your prospect wants to like you.
They want to know that you are approachable, and not a serial killer. Further, they respect you and your accomplishments
thus far. They may even want to be in your position or attain some of the success you have.
This comes best from being real online. Please do not fall into the trap of only posting photos of your fancy dog, model wife,
or shiny car. People need a dose of reality, so give it to them,
They will be able to relate to you because you are showing them (indirectly in a way), that you are just another human.
TRUST
Before your prospect is ready to purchase, they need to know that the advice they are receiving works. Makes sense does
it not? What they are looking for is a “quick win” Of course, they will not tell you this, they may not even realise this, but this
is where the opportunity lies.
That trust is built and where your lead magnet plays a big part. It can give them a quick, easy win, and help them solve
an immediate challenge of theirs … you will gain a little bit more trust.
Trust has levels …. Just like everything else. Depending on your market, price point etc, you may still need to gain
a few more notches of trust to move up the ladder for higher ticket products.
As yourself ……
Are you starting to think about ideas for your lead magnet?
- What are the top 3, burning a hole in their gut or brain questions?
What question are they wrestling with as they stare off into the sky?
What keeps them tossing and turning in the bed before they finally fall asleep?
What are they posting about / asking online, on forums, on social media, and chats?
And a big one – what are they afraid to ask?
If you were speaking with a prospect (live) and you tell them what you do, what do they typically ask once they
learn what you do?
- What content would help your prospect?
What would make them say “I cannot believe this is for free?”
You want to give them great value, BUT you also want to choose a single topic that gives you a starting
point to further expand on.
You want to be able to continue the “conversation” through emails, videos, posts etc further down the line
So, with that, you have got some work to do. If you already have some expensive vehicles in the driveway of your
mansion, then you are probably good.
If that is not you ….. you certainly have work to do.
To assist further, I am noting some topics below to assist you to formulate a worksheet.
Prepare one now using the points below.
GET GOING NOW
(If you do this, you will actually get results)
What does your prospect need to understand, and be aware of in order to want or need my product / service?
What are the most common questions I am constantly asked when I tell people what I do in business?
What are my prospects’ biggest pain points and what would assist them?
Where could I begin the conversation? What free content would be a good starting point for my prospect?
What content would be valuable that my prospect will say …. “damn …. I cannot believe this is free
Ps DO NOT just read this, make a worksheet NOW and print it out and fill it in
Happy prospecting
Alex
July 27, 2022
