52: Recap: Craft a Killer Lead Magnet Workshop

Transcript

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Do you know what I hear more than anything else in my emails, in my LinkedIn comments, in my discovery calls?

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It's that people are embarrassed.

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Embarrassed of their small email list Because, when it comes down to it, we always compare ourselves to our numbers.

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Don't we Decide that the numbers are what make us important?

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The numbers are what make us successful, which is not the case at all.

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But your email list side does directly correlate to the sales that you got.

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It gets a lot easier to sell when you have a good, healthy email list.

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Today I am doing a recap of the workshop that I recently did.

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I craft a color lead magnet, where I brought 56 people through the process of identifying the right lead magnet for their target audience and outlining what it should look like.

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We included the technical pieces to it what pages you need for getting those emails, the thank you page, the delivery, all that jazz.

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So today, stay tuned because I'm going to dig into that and it's going to be a good talk.

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First things first, friends, when you are trying to identify the perfect lead magnet, you want to describe your ideal customer.

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If you haven't already identified your perfect customer, take a look back at some of your favorite customers that you've worked with and identify who it is that you'd want to clone, if you could clone them Now, if you don't have that documented, a quick and easy way to do this is go to chat gpt and use these three prompts.

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So one, here's your prompt Build a persona for title of a, insert the revenue and industry in location whatever location you prefer to work in the goals of this person are, and then talk about what the challenges are that your current customer faces and what goals you typically hear about on sales calls.

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Discovery calls include specific details about goals, pain points and decision criteria for selecting and then talk about your offer.

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So that should be the first prompt.

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Now do this all in the same thread, because chat gbt saves the information from your previous chats, so start with that, and then prompt two should be what would trigger X to find a solution to the problem X, whatever that problem is that you solve.

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And then prompt three what transformation would they hope for?

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Hey there, fellow entrepreneurs and B2B marketers, before we dive back into the conversation, let me introduce you to a game changer in the lead generation arena lead feeder.

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So those are the three prompts that I use to start off, a customer avatar.

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But to dig a little bit deeper, there are some additional things that you can do.

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You can survey them.

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You can just send an email out to your list with a survey using SurveyMonkey type form something like that Even Google Forms, totally free and ask them very specific questions so you can help yourself understand what triggers them to buy, what challenges they're going through, what transformation they want to see.

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What does their ideal life look like?

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And some other ways you can do that is run a poll on social media.

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You can schedule connection calls with a few of your past clients that you really loved working with and have conversations with them.

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You might think that it's awkward, but it's not awkward.

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Usually, whatever I've scheduled these, they have been really excited to connect again because we haven't talked in a while.

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Second, you want to choose a lead magnet format, so I'm going to give you a couple that make sense.

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But there's tons of lead magnet options.

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So a PDF, an ebook, a webinar, masterclass, mini course, workshop, quiz, templates, tools like calculators, audits or mini apps those are all options for lead magnets.

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Now how do you know which one is the right for your target market?

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You want to look at what content mediums your audience prefers.

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What do they ask for?

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What do you already create and is easy for you to create again?

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What do you feel comfortable with?

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What can you create with the resources that you have available to you?

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Those all help you identify low hanging fruit an easy way for you to create your initial lead magnet.

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Three, how do you identify the right topic for your lead magnet.

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Take a look at the content you already have created.

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What is ranking on Google?

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That is awesome low hanging fruit that you can do a content upgrade.

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So if you have a blog that is telling it in Google, you can use that as a jumping off point.

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Create a template that goes along with it.

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It's already getting tons of traffic, so you're going to just be capturing more of that traffic.

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What is your most popular content?

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What social media posts were highly engaged?

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Look at those.

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What kind of questions were being asked?

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What comments were happening?

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What was it about?

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Is there something that you can turn?

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Is there something there that you can turn into a lead magnet?

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What questions are people asking online?

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Now, if you don't have an audience and you're not sure what direction to go in, go into Google and those like recent.

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What are they called?

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Like similar questions.

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When you Google a question and then people also ask, that's what it's called.

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People also ask those are great places to go.

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And what questions do people ask on your sales calls or in your social media comments?

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So here's an easy way to do that.

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This is something that I always do I record all of my sales calls and I record them with transcripts.

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So I use Google Meets and you can automatically record all the transcripts.

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I just take those transcripts, copy and paste them into chat GPT and ask chat GPT to find the questions for me.

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What challenges did they talk about?

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A lot.

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What triggered them to contact me in the first place?

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What is their biggest concern?

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What are their goals?

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Those are usually talked about in a sales call, so you have pretty much all the information that you need from that.

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Now, again, if you don't have the answers, let's say you're starting completely from scratch.

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You don't have an audience to tap into.

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You can run polls on social media.

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You can schedule connection calls with people that you want to work with and just grab some time, pick their brains a little bit about what they're going through.

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Okay, four lead magnet structure.

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What you want to do is start with the challenge you're addressing.

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You want to remind the user why they needed this resource in the first place.

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Next, explain the transformation they can expect from the resource, teach the thing and make it really easy to digest.

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So a format that I really love is like challenge solution case study on how you've solved that before.

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Threes are always good.

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So challenge solution, case study, challenge solution, case study Three times and that's an amazing lead magnet structure.

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And then end with your offer what is an offer that you have that is directly related to that lead magnet and give some sort of fast action pricing on it?

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No, you get $200 off if you purchase this within five days.

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Fast action offers always do well.

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You could also go with bonuses if that's something that your audience prefers, but I have found that money talks and a discount is always beneficial.

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Okay, once you have done all of those things, you need to start thinking about how you're going to promote your lead magnet.

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So, to prepare for promotion, we're going to create headlines and value propositions and this is how I do it.

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You want to outline the lead magnet?

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All right, we just did that in step four and then write down your ideal customers, challenges and the benefit that they would get from the lead magnet, so you can connect those dots and then jot down the transformation they can expect after your lead magnet.

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Connect everything to the challenge.

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So it's something that they can relate to Challenge benefit, challenge benefit.

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Now, all of these little sound bites that you create here are things that you can use on social media and your email on your landing page.

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They're all really helpful and can be used pretty much everywhere.

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So here's an example.

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Let's say the lead magnet is a webinar how to use events to fill your funnel.

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And here are some sound bites that I can use in email, social, et cetera.

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Part of your pipeline drying up events will fill your pipeline faster.

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That's a word echo.

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That's kind of meh, but you get it.

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Get booked out with a single event.

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Fill your events, fill your pipeline.

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Go from begging for leads to turning them away.

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Those are just some examples of sound bites that connect the challenge to the benefit that they would get.

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Okay, so you have your lead magnet outlined.

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You have an idea of what you can talk about to get people to actually sign up for that lead magnet.

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Now you have to actually create it.

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So let's talk about the technical setup.

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You will always need three pages, no matter what type of lead magnet you choose.

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So those pages are the form page that would be the landing page where that gates the lead magnet Thank you page.

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Don't underestimate the thank you page.

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That's where you can send people to your other content.

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Thank you for signing up for the lead magnet.

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Check out these three episodes of my podcast that will help you get to the next level on X, whatever that lead magnet's about.

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And then the delivery page.

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This is where your lead magnet lives.

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So you will always need those three pages, but there are tools that allow you to do all of that in one.

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So Squarespace has all of those pieces connected, flowdesk has all of those pieces connected, so does MailChimp.

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I'm sure there's a bajillion others, but those are the ones that I'm aware of right now.

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And then automate everything you can.

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So automatically send an email with delivery.

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Always deliver your lead magnet in an email, so people aren't given fake emails to get access to your lead magnet.

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Automatically.

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Add them to the right segment but you know what they would be interested in buying from you later.

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And then add them to a workflow for the offer that you're trying to link that lead magnet to, so you can automatically start selling them on that upgrade, that either low cost offer or a fit call for your bigger offer.

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And tools you'll need are email marketing platform, a website, and if all of your stuff is disjointed and not connected, you'll need a Zapier to connect the dots.

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And last is promotion, because you need people to actually sign up for that lead banger?

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Yes, so here's my promotion list.

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You want to do email marketing, social media, newsletter swaps with partners, other marketers, other businesses that have the same audience as you?

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Live streams I almost always do a live stream about a day before the lead magnet goes live.

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That's usually for something that is live like an event.

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Video walkthroughs are really great.

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They tease people on what that lead magnet is in the video and they'll download it.

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So put that in the link in the description.

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Webinar swaps Get in front of someone else's community that has the mirror audience as yours and talk about that lead magnet.

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Podcast gusting they always ask you at the end of a podcast If you have anything, any freebies, that you want to give away to the audience.

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Make sure to share it there.

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Guest writing If you are writing articles in someone else's publication, you have your bio option and you can put your lead magnet in your bio.

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Meetups Meetupcom is a great place to build a community and promote your lead magnets, your events, your workshops, your live streams all of that Event bright, same deal.

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You don't build a community on event bright, but it does push out your events.

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If that's what you're doing for your lead magnet to a new audience.

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Advertising I don't ever spend any ad dollars, but many people do, so I'm putting it on the list.

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And then partnerships Anytime that you can partner with someone who has the same audience as you is a win and gets you in front of new people.

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All right, my friends, so that is a recap of what I talked about in my lead magnet workshop.

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I am going to drop a link in the description so you can sign up for the wait list when my next workshop is happening.

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I usually do one a month and I'm also going to drop a link so you have the option of watching that live workshop on lead magnets, and you can also get the workbook that went with it and the slide deck that went with it.

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So I'll have that in the description along with the wait list link.

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Last thing if you want your lead magnet created for you, I am offering a special deal for anybody who downloads this workshop, so you can get an extra $200 off of your lead magnet creation.

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That's a huge deal.

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So when you sign up for this workshop, you will get that link.

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Make sure to take advantage of it and if you're listening to this right when it comes out, I only have three spots left for 2023.

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Grab them up so you can have a brand new, perfect lead magnet in 2024 and you're ready to grind and grow that email list.

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I'll see you next time and happy late Thanksgiving.

52: Recap: Craft a Killer Lead Magnet Workshop

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