Growing a strong email list is all about turning clicks into leads, so that you can mail to them and drive revenue into your business.
There’s a trick there though…
You have to give your visitors something of value that’ll get them to fill their email address into your optin box!
Let’s face it, the Internet is a big place and almost every topic known to man is beaten to death in various blogs, forum posts and news outlets. What makes your lead magnet so special that they can only get it from you?
That’s what we’re going to talk about in today’s article… And the first thing we need to cover is what constitutes a good lead magnet.
Then, of course, we’re going to talk about how to create one!
The Most Important Part Of Your Lead Magnet Is…
The first thing we need to get out in the open is that most lead magnets suck. The reason you can’t get more than 15% conversions on landing pages doesn’t have anything to do with the page itself…
It’s your lead magnet!
Anyone can write a report titled “7 Ways To Double Your Revenue,” or “8 Conversion Hacks For Your Website.” Take 5 minutes and cruise around online and you’ll be surprised how many similar titles you’ll find.
The key is to be specific – to let a prospect know exactly what they’re downloading – and make sure that the material is unique enough that the only way for them to consume it is to actually put in their email address, download the lead magnet, and go through it word by word.
Let’s face it… If your lead doesn’t at least look at your stuff, they sure won’t be on your list for very long! How many times have you downloaded something and never opened it up?
My point exactly :0)
So, rather than totally start from scratch, let’s just see if we can give the first title, “7 Ways To Double Your Revenue,” a makeover…
- 7 Secret Persuasion Tricks To Increase Webinar Conversion
- 7 WordPress List Building Plugins That Increase Visitor Engagement (Without Them Even Realizing It!)
- 7 Passive Ad Networks That'll Increase Website Revenue In The Next 15 Minutes
- 7 Email Templates To Re-Engage The Email Subscribers Who Have Already Written You Off...
See how that works?
Be specific. Deliver value. Get the lead.
Now, you’re smart so I’m sure you’ve already picked this up…
What does a super specific lead magnet title let you do on the thank you page?!
Add an upsell!
That’s right… If someone just downloaded a report titled, “7 Secret Persuasion Tricks To Increase Webinar Conversion,” what do you think they’re interested in?
Which means, you can sell webinar courses, done for your services, coaching, and anything in between…
Welcome to the magic of creating sales funnels.
Now, let’s get back to lead magnets… There are 7 different types of lead magnets that we use, with a very strong preference to #1 and #5…
Creating Your First Lead Magnet
The first type of lead magnet that we’re going to use for your campaign is a ‘report’ or a ‘guide.’
(Inside the Scriptly Affiliate Lead Generation Template Bonuses, you’ll find a lead magnet already done up for you. You can use that, rather than creating one from scratch if you like!)
Special Reports or Guides get great optins, they’re easy to create, and you’ve already got all of the software that you need to get one set up on your computer.
Plus, we’ve found that oftentimes a report or a guide will get cheaper, higher quality leads than a video ever will.
There are some things to take note of when it comes to creating a report to give away, including:
- You MUST, MUST, MUST deliver value.
- Your reader should have the ability to DO something contained in the report that will give them gratification of some kind.
- There should be at least a little bit of bonding that takes place in the report, so your new lead gets to learn a little more about you!
- A good length for a free report is 8 to 12 pages, normal spacing and typefaces.
- Most important of all - it needs to focus on ONE specific, clearly identified problem!
- And... Make sure it contains some kind of call to action at the end of it!
With reports, the more clearly you state the benefit, the better your conversions and lead costs will be from paid traffic.
Let’s get into your step-by-step action plan:
1: Figure Out What You’re Lead Magnet Will Be About
The first thing you need to think about is what your lead magnet will be about…
There’s a fair bit of strategy that comes into play here, because you want your lead magnet to stand out among all of the other ones out there…
… And you want to use your lead magnet as a way to position you and your products correctly, since you’re going to be selling to these leads through email!
A friend of mine, Ryan Deiss, says that lead magnets should be ‘splinters’ of what you’re selling. In other words, they should be small, little sections of the bigger product.
- If you have a course on real estate investing, your lead magnet might be a report on "3 Ways To Find Cheap Investment Opportunities Using Free Tools."
- If you have a coaching offer on webinar marketing, you have a lead magnet titled, "7 High Intensity Closing Strategies That'll Increase Webinar Conversions By 120 Percent."
- If you've got a brick and mortar shop - a car dealership - your report might be "5 Things To Look For That'll Maximize Your Resale Value."
In each of those examples, the lead magnet is a small, microscopic part of the larger, overall picture!
A side benefit is, since you’re just giving away a piece or a splinter of a bigger picture, your lead magnet will be ultra-focused and easily understood by cold traffic… Which means your conversions will be through the roof.
2: Open Up Your Editor
Now that you’ve decided on what your lead magnet will be about, it’s time to open up your word processor…
Depending on your computer and operating system, there are three different programs that you can choose from:
- Microsoft Word
- Apple Pages
- Google Docs
It doesn’t matter to me which one you use. I’m a Mac guy and prefer Pages, but it’s completely up to you. From a functionality standpoint, they each do the same thing.
In terms of style and logistics, just use the default settings for margins and spacing. Don’t worry about making the font bigger or changing the style.
- Include an intro section. Talk about what's going to be in the report, introduce yourself to your new reader, and make sure to talk about why what they're about to read matters.
- Include subheadings. Break up longer sections of your lead magnet into sections and give them sub-headlines. This encourages consumption.
- Write like you would to a friend. Lead magnets serve three purposes - to educate, to bond your new visitor to you, and to sell. Don't write them like you would a research paper or a corporate memo...
3: Write 8-12 Pages
We’ve found that your lead magnet reports should be between 8 to 12 pages long… That might sound like a lot, but it goes by fast!
In fact, here’s a little breakdown that you can use as a model for yourself:
- Introduction: 1 Page
- About You: 1 Page
- Report Core: 5 Pages (this is the meat of your report)
- Summary: 1 Page
- Call To Action: 1 Page
And really, the title of your lead magnet is going to give you everything you need to beef up that Report Core section.
If you’re writing a report titled, “7 High Intensity Closing Strategies That’ll Increase Webinar Conversions By 120 Percent,” simply devote a page to each of those 7 strategies and your golden!
Again, make sure to include sub-headlines to break each section up :0)
4: Include Calls-To-Action
At the end of your report, you’ll want to include a call to action to your sales video, webinar signup page, affiliate link, or whatever you’re promoting…
You want to give your reader the opportunity to read the report and then click through to continue deeper into your sales funnel.
Usually, the very last section in our reports is a “What’s Next?” section.
In that section, I invite a reader to continue on the journey by signing up for a webinar, filling out a strategy session form, or watching a video. In each of those examples, they continue deeper on the path.
The person who opts-in, downloads your report, then reads through the entire thing and clicks through a link is an extremely hot lead.
They liked you. They liked what you had to say. And they’re willing to take the next step with you – which means you’re about to generate some revenue!
These are your buyers, which we talked about yesterday.
5: Add Images
After you include your call to action, it’s time to pretty up your report a little bit.
I’m not huge on adding images to every page of a report, but I do try to make my stuff at least a little bit graphically appealing. You can go off the deep end fast, by hiring an editor and having them mock up a design for the whole report…
Typically, what I’ll do is look for Creative Commons or Royalty-Free images that correspond to the sections of my report, and drop them in.
One thing you do want to make sure to include is a picture of you! Your readers want to learn more about you, and there’s no better way of fostering a bond than including an image of yourself…
6: Export As A PDF
In Step 2, we listed 3 different word processors you can use to write your report… Each of them has the functionality of exporting your document as a PDF.
For creating PDF’s in Google Docs
For creating PDF’s in Microsoft Word
For creating PDF’s in Apple Pages
PDF’s are the standard when it comes to reports. They lock the editor so that a reader can only read what you wrote, and Adobe Reader (the program that opens up PDF’s) is on almost every computer known to man.
Plus, your more technologically proficient readers will be able to put their PDF on their iPad or Android tablet, and consume your content from there.
Not to mention, with Amazon Kindle and iBooks getting so popular, ebooks and digital files have more value associated with them. That’s a good thing in the mind of your prospect!
7: Upload Your PDF To Share Online
The last step is to upload your PDF online somewhere, so you can share it by posting a link.
There are a lot of ways to do this… You can upload your PDF to Dropbox.com and share it with a public link. You can upload it to Google Drive and give it a public link.
Or, my favorite, you upload your document as a media file to your WordPress website and get your link from there.
Now, you have everything you need to start writing your first lead magnet…
- Figure out what you're going to write about...
- Give it a title
- Open up your favorite word processor and start writing...
- Export it as a PDF, so your readers can download and read it.
- Upload it online and save your link to share!
That link – the one that you have for your PDF – is what we’re going to use when we set up our email autoresponder. That link will go in the very first autoresponder message that we send out, after someone opts in.
We’ve got some other stuff that we need to get through before we get there though, so be patient :0)
If you have any questions whatsoever, or you want some help in figuring out what your lead magnet should be, let us know in the comments below. We’d be happy to help!