We tested lead magnets and found several consistent qualities of the really successful ones.
And while your lead magnet doesn’t need to hit the target for each of these criteria, the more you can achieve, the better.
A great benefit: Your lead magnet should offer one big thing to your subscribers, rather than a bunch of smaller things.
For example, instead of offering the great internet marketing encyclopedia, you can offer the one innovative method that made 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, the better. The promise must be convincing to the people it is addressed to.
Notice that in the examples above we didn’t offer to show you how to make money; we offered to show them how we got $143,548.
And we didn’t offer a traffic method: we offered a method that generated 54,032 visitors in a month.
The end result:Your readers are looking for a specific result. So the question is, does your lead magnet get them closer to achieving that result?
For example, if they are looking to get their child into college, you can offer them a calculator that shows them how much they need to save each year, based on the child’s current age.
Building a relationship: Your lead magnet should make you or your company the authority they can trust.
This is easy to do if you provide them with great content that solves an immediate problem they are having.
Instant Gratification: Is your lead magnet delivered immediately? Should be.
They subscribe to your list, and the next page tells them to download it or check their email for the download or access link.
High perceived value: While your lead magnet may just be a PDF or video, the content itself should be immediately valuable to the new subscriber.
If it’s something they’d be willing to pay for, then you know you’ve hit the mark.
Fast consumption: Your lead magnet should be something that can be consumed in 20 minutes or less. This is why:
When you set up your entire funnel, you would expect it to consist of a main magnet, followed by a small offer (tripwire) for a low price.
If they accept this electronic transfer offer, you will immediately make your main offer.
If they accept the main offer, he will immediately offer his high-value item.
For example, you offer a free lead magnet with an easy trick to curb procrastination.
Follow this up with a $7 eBook on 7 Methods to Get More Done in Less Time.
Up next is a $47 offer to stop procrastination forever in 30 days.
And finally, it offers personalized advice for $300 on how to use all this new available time to create a bigger, better and richer life.
Do you see why we want them to consume our lead magnet quickly? We want them to use it, love it and want more. That way, when we offer more immediately, they’re ready to buy.
Delivering your Lead Magnet
If you don’t already have an email service like Aweber or GetRepsonse, you’ll need to do so now.
If you want to get started for free, try Mailchimp. Their smallest plan is free and you won’t pay until you upgrade later.
ConvertKit is a new email service to consider, and bloggers love how easy it is to initially set it up and segment their lists.
Your email service will provide you with subscription boxes that you can place on your website in various places, as well as create a landing/handshake page.
If you have your own website, place your lead magnet in the sidebar, after each post, in the header or Hello Bar, as well as in a subscription popup like OptiMonk or OptinMonster.
Next month we’re going to delve into how to create a great landing page that gets you lots of subscribers.
After all, even if you have the best lead magnet in the world, it won’t do you any good if you can’t properly articulate the value for your prospects to sign up for your list.
Next month we’ll show you how to get all the traffic you want from Facebook.
By putting these three modules together, you will be able to enter any niche and create a compelling lead magnet, create the recruitment page that will bring together the people on your list and drive as much traffic to that page as you want.
You can then send these new subscribers through your sales funnel as well as continue to market to them via email.
Finally, in month 4, we’ll show you how to monetize your new funnel with a tripwire offer, a top offer, and a high-cost upsell item.
See you next month!