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HOW TO CREATE AN IRRESISTIBLE LEAD MAGNET
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WHAT IS A LEAD MAGNET?
It is a tangible piece of valuable content that gives your target audience
something usable, something immediate, something that solves a problem for
them. So you want to be thinking in terms of instant gratification.
Your lead magnet is the precious piece of content that facilitates a trusted and
profitable relationship between you and your prospect. The right lead magnet
will naturally guide your prospects from being interested in what you’re
offering into becoming paying customers.
WHY IS YOUR LEAD MAGNET SO IMPORTANT TO THE
PROFITABILITY OF YOUR ONLINE BUSINESS?
Having an irresistible lead magnet is the key to a profitable automated online
business. I’ve heard people say, "Oh, you know, I've set up an online sales
funnel, Bernadette. But it just isn't working." One of the first things I’ll ask is …
"Well, what's your hook? What are you actually offering your prospects? And
is what you’re offering really answering a deep desire and a want that your
target audience has?"
There is no amount of automation that will compensate for offering something
that people don't really want. You can have a very clever, fancy automated
system online; a sophisticated automated sales funnel. But the reason why so
many sales funnels simply don't work is because there hasn’t been enough
thought gone into answering the question, "Is this something that people
really, really want?"
When you've got the right lead magnet hook you'll have people clamouring to
give you their email addresses, to get your lead magnet. There won't be much
pushing, convincing or selling to do.
The most important thing I can tell you about your lead
magnet: Your lead magnet needs to be connected to the
problem that is solved by the solution you are selling
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YOUR LEAD MAGNET NEEDS TO SOLVE A
SPECIFIC PROBLEM
The more specific the better. What it really comes down to is understanding
your target client and giving them what they want. Don't try and create a lead
magnet without first knowing what your target audience really, really wants.
You’ll create your most irresistible lead magnet when you know what it is
that's keeping your target audience up at night.
So the question here is what are the specific challenges faced by your specific
market and what specific processes or systems do you have to deliver a specific
solution?
“When you’re promising a specific solution to a
specific problem, the market is gonna beat a path to
your door.” ~ Bernadette Doyle
Do your research to find out what your audience most craves. Give people
something where there's a response to them saying … "I wish I could... I would
love to… but I can't because..."
How would your target audience respond to …
I wish I could ….
I would love to ….
But I can’t because ….
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What is keeping your target audience up at night?
What problem do you solve that a Google Search can’t?
What are the specific challenges faced by your specific market
What specific processes or systems do you have to deliver a specific
solution?
Create your lead magnet so that it demonstrates how you can help your
audience get what they want; how you can help them overcome their obstacle
or solve their specific problem.
How does your lead magnet help your prospect to achieve what they want or
how does it help them to solve a problem that they have?
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HOW TO CREATE YOUR IRRESISTIBLE LEAD MAGNET
TITLE
Your lead magnet needs to make a BIG BOLD promise! What is the ‘one big
thing’ (as opposed to a lot of little things) that you are going to give your
prospect? What is your ‘silver bullet’ – the one thing that would really get
them results.
Use my “Go To” formula for creating irresistible lead magnet titles.
How To __________________[insert specific result they really want] without
__________________ [insert the thing they hate or want to avoid]
How To__________________ [insert specific result they really want] even if
__________________ [insert the thing they think stops them]
Examples: These real-life lead magnet titles are included to show you
examples of how to use the formula, but please know that how you use
the formula must be based on the research you've already uncovered
about your target audience.
How To Get 3 New Clients This Month without Cold Calling or
Networking
How to Get 3 New Clients This Month
[very specific promise based on results they really want]
Without Cold Calling or Networking
[based on research I have found that my audience hates]
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The 3 Essential Steps to Filling Your Retreat Inside the Next 30 Days
(Without Having to Discount or Grovel!)
The 3 Essential Steps to Filling Your Retreat Inside the Next 30 Days
[very specific promise based on results they really want]
(Without Having to Discount or Grovel!)
[insert the thing they hate or want to avoid]
Grow Enough Food To Feed a Family of 4 in Just 4 Square Feet
Even If You Don't Have A Yard!"
Grow Enough Food To Feed a Family of 4
[very specific promise based on results they really want]
in Just 4 Square Feet Even If You Don't Have A Yard!
[insert the thing they think stops them]
Based on your market research fill in the blanks to create your own lead
magnet title:
How To
________________________________________________________________ [insert specific result they really want]
Without
________________________________________________________________ [insert the thing they hate, want to avoid OR the thing they think stops them]
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DEVELOPING YOUR CONTENT SO YOUR LEAD MAGNET
‘SETS-UP’ THE SALE
Remember, you’re not trying to sell to everybody. You are using your lead
magnet to help identify the people who are most interested in what you have
to offer. Once you know that, you can focus your marketing attention and
energy on following up on those people. It's not about trying to convince
people or persuade people.
“When you match up what you have to offer with a
group of people who really need it, then there is not
really any selling or convincing to be done.” ~
Bernadette Doyle
The way to “set-up” the sale is to firstly, decide what action you want your
prospect to take after consuming your lead magnet.
Do you want your prospect to request a phone conversation with you?
Do you want them to visit your web-page to purchase your product?
Do you want them to attend training you’re offering?
What action do you want your prospect to take?
Next, “reverse engineer” your content with the goal of guiding your prospect
toward taking the action you want them to after they have consumed your
lead magnet. The action you want your prospect to take should be the next
logical step for them.
Here’s an example of how to “reverse engineer” your content …
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Let’s say you offer a Facebook advertising service and you want to develop a
lead magnet to sell your services.
Our Example Your Lead Magnet
Service you want to sell
Facebook advertising services
Target client Business owners who want to attract clients to their business
Your BIG promise – your lead magnet hook
3 ways to get new clients using Facebook
The most wanted action you want your prospect to take
Have a phone conversation so you can talk to them about your Facebook advertising services
Your offer – to guide them toward the action you want them to take
Sign up for a free Facebook marketing Audit
Benefits to your prospect if they take the action “Seed”
“seed” the benefits of talking to an expert or having a “fresh pair of eyes” to look at their business situation. The importance of reviewing and auditing their Facebook page.
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Our Example Your Lead Magnet
Reverse engineer your content to elicit your most wanted response … ask What does my prospect need to know, believe or understand, in order to make your most wanted response the logical next step.
In regard to Facebook advertising, to get results, one size doesn’t fit all: that’s why you need 1:1 custom advice that’s tailored to your situation
There are business blind spots that you need to be aware of. You would never get to see the full picture of what you could accomplish with Facebook advertising – you only see what comes into your Facebook feed, whereas an expert would have access to other client campaigns that would show what strategies are the most effective. Also, you would be unaware of the special features and tools available on Facebook advertising that an expert would know about.
You need expert advice as to why it’s important to uncover hidden obstacles ie. your competitor might have a fantastic Facebook ad but you’re never going to see it because you don’t meet the demographic target.
You don’t have a strategic action plan: why getting a custom Facebook advertising action plan is so important.
You need to audit your Facebook page performance – (give examples of how to do this like suggesting they go to the “Insights” tab. Then say “I offer a free Facebook marketing audit to a limited number of business owners each week. Click here to arrange your session)
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THE 8 POINT LEAD-MAGNET CHECKLIST
There are eight things to keep in mind when it comes to creating your lead
magnet. Make sure your lead magnet checks all of these boxes.
Offers an ultra-specific solution to an ultra-specific market The biggest problem with most lead magnets is they are too vague.
Promises ‘one big thing’ (as opposed to a lot of little things) You don’t have to deliver tons of content. Find your ‘silver bullet’ – the one thing that would
really get results.
Speaks to a known, desired end result Be clear as to what the result will be.
Offers IMMEDIATE gratification
Deliver right away – downloadable PDF, report, 30-day course, etc.
Moves prospect down a ‘continuum of belief’ Show them something they didn’t know that makes them believe they can achieve what
you’re promising.
Has a high perceived value Offer them a specific solution to a specific problem.
Has a high ACTUAL VALUE Deliver something worth their while.
Rapidly consumable Make it something they can put into action right away.
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HOW TO CREATE YOUR LEAD MAGNET IN
3 HOURS OR LESS
Having an irresistible lead magnet is the key to a profitable automated online
business. It's really important that you understand the importance of having a
lead magnet.
If you don’t have a lead magnet that brings in consistent leads and turns them
into sales - then you need to nail this, and you need to get a lead magnet
created quickly. Not six months from now. Not six weeks from now. Now.
Money loves speed. Why take the long road when you can get it done now
and get it done fast?
One of the modules we cover in-depth in our Online Profits University training
is how to create your lead magnet in 3 hours or less. We have a special
workshop where we take you through the process step-by-step.
Here’s the broad outline of the template we teach in the workshop.
INTRODUCTION
Engage
What’s it all about
Why they should trust you
Your Big A-Ha Moment
THE CONTENT
Main pieces of teaching content. Content is the key to your ideal
client’s heart…and checkbook.
The more value you provide, the more trust you create. Clients who feel
taken care of are happy to open their wallets to dive deeper into your
work.
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Types of content you can create:
Free reports
E-books
Blog posts
Social media posts
Podcasts
Video trainings
CONCLUSION
Take-away – what you hope they take away
Call To action
About the author- Your street cred
Repeat of call to action
To find out more about the Online Profits University, register your place for the
free “Ultimate Guide to Online Profits” training webinar http://www.online-
profits-university.com/live-training/
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EXAMPLES OF LEAD MAGNETS
Here are some examples of lead magnets that have been created in our lead
magnet creation workshop.
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START NOW! YOUR IRRESISTIBLE LEAD MAGNET =
AUTOMATED MONEY IN THE BANK
Having an irresistible lead magnet leads to automated money in the bank. The
long-term profitability of your online business comes down to money changing
hands - and money changes hands because value is being created and offered.
My name is Bernadette Doyle and I
am the creator of the Online Profits
University. I hope in reading this
guide you’ve discovered the
importance and true value in
creating your irresistible lead
magnet… and creating it now.
You don't need to be the expert on everything. There might be just one
problem that you can help your audience solve, but it’s that solution you offer
that makes the difference to their lives.
You know, there's a saying, "In the land of the blind, the one-eyed man is king."
So often people will stop themselves, by saying, "Oh, well, I can't possibly offer
anything because I haven't got the certificate yet. I'm not the expert yet."
Even if you haven’t figured it all out yet, you have a contribution to make. So
that's what you need to think about - what's the contribution that you have to
make? What can you do today to start sharing your contribution with those
that need it most?
Final thoughts - version one is better than version none. Don’t wait for your
lead magnet to be perfect, just get started. Use the outline I’ve shared in this
guide to create your irresistible lead magnet.
Then, once you’ve created your lead magnet please come and share it with me
on my Facebook page. I would love to see what you come up with.
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Get more information about the Online Profits University here:
http://www.online-profits-university.com/live-training/
Connect with Bernadette Doyle:
www.bernadettedoyle.com
Bernadette Doyle Development Ltd,
23 Fortwilliam Drive, Belfast, Co.Antrim, BT15 4EB
Email: [email protected]
Copyright ©2016 Bernadette Doyle All rights reserved.
This ebook or any portion thereof may not be reproduced, redistributed or used in any manner
whatsoever other than its intended purpose for personal viewing without the express written
permission of the author. You may download and print this report for your own personal reading. If
you wish to share this report with someone, please direct them to my website where they may sign
up for their own copy.
