Show Notes:
Getting your audience off of Facebook and onto your email list should always be your ultimate goal. A simple yet powerful way to do this is through what is known as a lead magnet. Now, when you read the title of this episode, you probably thought lead magnets are super simple to create and there’s no need to do a whole episode about this topic.
But the struggle is REAL for a lot of people. Creating a good lead magnet may come naturally to you. Heck, your lead magnet could be amazing! But it doesn’t matter how amazing the content is if no one actually opts in and gets it. So the question is, will it actually convert prospects into subscribers? That’s where I can help.
In this episode, I’ll be giving you five specific tips to creating an effective lead magnet, what to look for, what to think about, and how to position it so that people are opting in left and right. Take notes, make sure your current or next lead magnet follows all 5 tips, and you’ll be golden.
Share-worthy Quotes:
“High converting lead magnets should be easily digestible, consumable, and provide instant gratification.”
“The actual lead magnet needs to solve a very specific pain point. It needs to show your in-depth knowledge, solve a specific pain point for your user, and steer away from being broad or general.”
“Think about how you can make yourself unique and different. You have to stand apart from your competition.”
“At the end of the day your goal is to get leads in, build your list, nurture, get them off the platform that they’re on and put them on your platform, which is your email provider.“
Get the Transcript here:
Episode 18 – How To Create A Converting Lead Magnet
Hey, I’m Jess Walman, Facebook ad and digital marketing expert. Welcome to the Ad Agency Secrets Podcast, where I help you take the guesswork out of your ad spend and replace it with profitability. Now is your time, revolutionize your life and create the impact you desire all while freeing up your precious time. How? By taking a sneak peek at the exact methods our full-service ad agency uses for our A-list clients while managing over $1 million per month in ad spend. Learn what is and is not working from Facebook ads to copy, to funnels into your overall marketing strategy. Implement these tips and strategies inside your business today, and get ready to explode. Grab your coffee and get ready for the Ad Agency Secrets Podcast.
Hey, hey there. Welcome back. So if you’ve been asking yourself: Man, I want to create a lead magnet. I keep hearing everyone talking about lead magnets but I don’t know what to create. Or if you’ve created one but it’s not converting the way that you want it to even though you feel like you put your heart and soul into it, I’m going to give you a checklist that you can go through. We see this time and time again with our clients who come to us, either they’ve already got an existing lead magnet that they want so badly to convert but hasn’t proven to convert yet, or they’re about to create one, and so before they do, we are giving them some insider insights on how to create it, what to look for, what’s it think about and how to really position it.
So I’m going to go through really what a lead magnet is and the purpose of it. A lead magnet is a free piece of content, a free piece of content in exchange for an email address. So you are providing your audience this free thing that all they need to do is exchange their email address. Pretty easy, and from there they’ll get this free thing and you have now acquired their email to put into your email provider and do follow-ups with. The goal is to build your list. That’s the ultimate goal of your lead magnet. Now, there are other types of lead generation tools such as slow funnels, self-liquidating offers, also webinars and challenges, and all those things like webinars and challenge funnels. You are getting the lead in exchange for content, however, the ultimate goal of the lead or the challenge is to get them to watch the webinar. Let’s say for a webinar is to watch the webinar and then buy our product. The goal of the challenge is to attend the challenge, engage in the challenge and then buy your product.
Whereas a lead magnet, the goal is really to build your list in preparation for your webinar or for your challenge. Your goal is to get people onto your list on your email list, get them off of whatever platform you got them from, whether it’s Facebook or it’s Google, YouTube, and then nurture them through email follow-up as well as through paid ad retargeting until you’re ready to make that big offer. So I really want you to understand what the purpose of a lead magnet is because I think understanding that will also create different expectations for you. If your goal is to lead gen and you want to break even then there are different fundamentals and processes you want to use with that.
So the goal of lead magnet is to give something away for free and get their email in return, and I’m going to give you a couple of examples and we’re going to go through a checklist. I’m going to give you some examples and then I’ll explain through the checklist why these are the examples I’m giving. So really powerful examples of lead magnets would be templates or scripts, cheat sheets, checklists, swipe files, toolkits. I want you to get your pen, get your paper ready, or your digital pen and paper, and start writing down these tips that I’m going to give you, and I want to make sure that when you create your lead magnet, you’re following each of these specifically.
Point number one, you need to follow with your lead magnet. It needs to be super specific, solving one problem. You are not trying to solve everything, and I know it’s really hard, sometimes we’re like: Hey, here’s my checklist for building your entire business. Hey, here’s your checklist for this? I want you to think granular, I want you to think singular. So for instance, here’s my checklist when we set up our campaigns, the checklist that we go through as we’re setting up our campaigns in Facebook ad manager. That’s specific. I’m not saying: Hey, I’m going to give you a checklist on how to do everything with your ads, how to set them up, how to do your targeting, how to optimize, how to scale it. No. It is a checklist on how to set them up and what we as an agency do internally as our checklist, that’s specific and that’s similar and granular.
When you do this, you want to address a specific pain point in your offer. The actual offer needs to solve that very specific pain point. It needs to show your in-depth knowledge, solve a specific pain point for your user, and not be broad or general whatsoever. And so I want you to start thinking about maybe 5 to 10 very specific pains that your ideal client has, I mean, when you think you have it, golden or granular, and see if you can go even further and get even more specific. And then from there, think about which ones are probably 70%, 80% of your audience is probably running into right now because I can talk about a lot of things about Facebook ads, but when I think about what are maybe 80% or 70% of my ideal client, again, your ideal client really struggling with right now, because I can talk about a lot of things. If I want to talk about what a pixel is, that would be maybe someone who is newer and doesn’t know what a pixel is, but if I talk about scaling an ad that might go after somebody a little more advanced. So you’re also being very specific with this one problem that appeals to your ideal audience that you’re trying to attract.
Next, checklist, easily digestible. This needs to be something super quick, super tangible, simple, one to three page PDF, not a 30-page ebook. Nobody wants to read a 30-page ebook, and when you read the word ebook, even if you’re like: That’s only 10 pages. Nobody knows that. If you say 10 pages, even 10 pages sound long nowadays, our attention span is so short. So even a 10-page ebook sounds like a lot, plus it doesn’t sound, when I say easily digestible, I mean they should be able to implement this right away and be able to digest it quickly.
So a 10-page ebook will take them how long? A one page PDF will take them how long to digest? Very different. And if you give them something that’s 30 pages, they probably won’t even open it or start to read it, or maybe they start to read it and they only get one or two pages in, or they start skimming a whole bunch of it and just read a couple of points, and then they didn’t really consume it. Now we’re associating you with something that they didn’t really consume, which is not a very good association. So easily digestible, and when it’s easily digestible and they actually consume it, it gives that feeling of instant gratification which is why we like templates, scripts. If they’ve got a template, they can use a template right away, which we’re going to talk about in our next point, is a template. It’s like: Great! Here it is. Boom. I can go use it. Great. Here’s a script. Boom. I can use it.
Then you have to spend an hour listening to audio. So I have clients who have got this 20-minute meditation. That sounds great, and it’s really tangible and it’s something that they can actually implement, which we’re going to talk about in a second. But again, it’s 20 minutes to consume, is it a bad thing? No, for some audiences it might really work, but if you’re talking about a really highly converting lead magnet, you don’t want something that is super tangible and that they can do right away. Maybe an audio works for your audience because maybe they can do it in the car. That could work. I just know from the past, audio doesn’t work super well. The next checkpoint is quick win, so can they implement what you’re offering immediately and get results? So if what you’re teaching them is going to take 30 days to get a result, it’s not really a quick win. It’s not really something that they can get a result with. So if they are able to orient your name and your brand with real results that they got really quickly from something you taught them, then you’ve just won over that prospect.
It doesn’t need to be you guys. I just helped you build your business. No, that’s what your big offers are for or whatever your big offer is. It doesn’t need to be big, that’s what your bigger things are for. What’s a really quick win that they can implement right now that was easily digestible for them and they can get a really quick minor result, but that minor result is powerful in their mind? They are now associating you with a win, with a result, with moving forward in whatever journey they’re in. That is powerful. So, quick win, guys.
Second to the last, demonstrate your USP, your unique selling proposition. So remember your competitors are probably solving the same problems that you are trying to solve for your prospects. So I want you to think about how you can make yourself unique and different. You have to stand apart from your competition. Hopefully you have a unique and proven process for solving your ideal prospects, problems, whatever problems those are, and it’s probably going to be an array of them. If you don’t already have a unique process, you should already have it, period.
If you don’t have any process or way of solving it, then that’s something that you’re going to have to do before we get to this point. So let’s say you already have this unique proven process, one thing I want you to do is make sure you’re demonstrating that really well in your lead magnet, one way you can do that is create a really unique name or acronym for your process. Don’t get over it, don’t go crazy with these acronyms and names, no one knows what the acronym means unless you tell them. Like My HBQTFY Whatever Period process, it will help you do this. So it’s cool in a way because what’s going to help your prospects to do is one, it’s going to help them remember your unique process by the name or the acronym. So: Oh yeah. I remember Jess is GPS method, I mean growth, profit and scale.
So now it’s ingrained in their mind, and it’s also going to set you apart from others in your field because you’re not just saying: Hey do the same things that everyone else is saying, you’re going to say: Hey do this similar thing people are saying but mine’s a little unique, here’s what it’s called so that you can easily remember it and it’s a little different, I’m going to show you why. That’s going to set you apart, so demonstrate your unique selling proposition, what makes you different, and use acronyms and little unique names to help people remember you.
Last actionable, a little similar to quick win. Quick win is they can get a result. Actionable: they can implement now. So I talked about a little bit about quick qin. Actionable, they can implement it right now. It’s not content they have to set aside time to read. Like I said, it’s not content that they have to figure out like: Here’s my guide, and at the end, they’re like: Great, I learned all this really cool information, but how do I actually implement it? What is my next step? What am I supposed to do? We get so much content thrown at us on a daily basis that if you can stand apart and say, here’s some actionable takeaways, here’s what you can implement today to, move forward in some way, shape or form and it’s very actionable.
It’s not going to overcome everything you’re dealing with right this second, but it’s going to help. That is powerful. That shows them that you not only talk the talk but you walk the walk, and you can get people results. People want to know what’s in it for them, they want to know: Am I going to get a result from this? because at the end of the day, that’s all they want. Do they want information? No, they want results. So if you can show them that your information gets them results and they can actually implement it right this second, and not have to read through 30 pages or listen to an hour-long audio recording, then they’re actually going to take the action.It’s just like anyone else, if it’s going to take a while, you’re just less likely to do it. If it’s pretty quick, you’re more likely to do it. So put that in your mindset.
So those are my main checklist points. Guys, our clients who have lead magnets that are working, again, are very short actionable and to the point. We have a lot of sales scripts, we have how to close your first lead in the next seven days and it gives them action tips. Now that’s seven days that does sound a little bit longer, but there’s actual daily stuff they can do, which is really cool. We have checklists, I have my own toolkit that has a few different things, things that people can implement right now.
Toolkits are cool because they’re just cool, it’s like: Hey, you want the toolkits from, for me, you want the tool kit for my agency, things we use or toolkit from all my coaching for the last 10 years. I’m putting my top things in here that are very actionable, you can implement today, et cetera. Swipe files are really cool. I’ll give an example, I have swipe files of images that we’ve used for past clients. We have swipe files of copy, those are really cool. People love to see what’s been used so they can try to mirror and create something on their own that is similar, or even templates. I even personally have copy templates that people can swipe and then edit, and then make it their own, which makes the process faster. It didn’t have to write it from scratch. I didn’t do an hour-long training in how to do it and then they’re like: Okay now I’m going to sit down and I’m going to try to figure this out.
No, I said, here is the template. Now you have to customize it because it doesn’t work if you just fill in the blank, it literally needs to be customized, but at least I gave you a foundation. If you can get it on the foundation then it only takes them a few minutes to make the shifts and changes. Great, just like a script, you can give someone a script and I don’t believe in reading a script word for word, but if you give them the script and it’s customized for them and they can take it and run with it, at least they have the foundation and it was really quick to implement because you gave them the framework, you gave them that foundation.
So look at what you have right now, if you’re like: Man, my lead magnet right now is not going to pull its weight through this checklist. It’s just not going to work then shift, and there’s no shame in shifting, at the end of the day your goal is to get leads in, your goal is to build your list, your goal is to nurture, your goal is to get them off the platform that they’re on and put them on your platform, which is your email provider. You want to be able to own those leads.
There are other ways to own those leads, guys, which we’ll talk about in other episodes. Like I said, such as self-liquidating offers also webinars, challenge funnels, but again, those are a little different because both have different goals in mind afterward. And even with a lead magnet, you can absolutely, I love with the lead magnet so I was in this episode, I’m talking about how to create a converting lead magnet but I do love having some type of tripwire after the lead magnet. So whether that’s anywhere from $17 up to a $47 offer, $47 might be a little high, but it depends on the niche and selling something on the backend, will you break even?
To be honest with you, I don’t see a lot with a lead magnet on the front end being a profitable funnel. Sometimes you can break even, a lot of times though, with the lead magnet because it’s a free offer on the front end and you have a little, small, tiny tripwire product afterward, and then maybe an order bump. You might bring in 50% of your ad spend, you might bring back 50% of it or more, it depends. But at the end of the day, please make sure you write down this checklist anytime you’re going to create any type of lead gen offer. To be honest with you, even when it comes to webinars and stuff, you can follow this a little bit. It definitely a little bit more broader but sometimes what people are doing in their webinars, it’s almost too broad as like I’m going to show you how to do this whole thing in this webinar, and I’m like: If you just got a little more specific, I promise it would convert better because people feel like this is a singular or at least somewhat singular pain point that I’m really dealing with.
So guys, hopefully, this is helpful. Appreciate you always joining me on the Ad Agency Secrets Podcast and I will see you guys in the next episode,
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