Craft an irresistible lead magnet that converts
Craft an irresistible lead magnet that converts
You’ve probably heard that the best way to attract clients is to provide value through a lead magnet or opt-in freebie. This, they say, must be done first and foremost, before anything else. Once your generous gift is on offer, your prospects will be ready to reach for their purse. Or, at least the keyboard to schedule a discovery session with you, right? Wrong!
This is a fatal mistake coaches often make when setting up the path that will turn prospects into clients. And I’m going to tell you how to do it differently.
In case you’re hearing the term “lead magnet” for the first time, let me explain it briefly: It’s usually a small piece of free content, such as a pdf, report, assessment, etc., that solves a specific problem that your ideal clients experience. It should be aligned to the coaching package you want to offer later on. You give away that solution piece in exchange for their name and email address.
Done properly, a lead magnet will allow you to grow a database of potential clients who are already interested in you and what you have to say. Genius!
To do this, you need to have a clear picture of the coaching package that you want to offer. (If you’re wondering what the heck I’m talking about pop on over to my blog post about crafting coaching packages.) In fact, the lead magnet should reflect a key concept or pre-lesson that will prepare people to sign up for your package.
Think about it this way: You can have a mailing list with 500 people on it, yet fail to convert them into clients because your lead magnet wasn’t aligned with your package.
On the other hand, 60 subscribers who are desperate to get their problems solved because the lead magnet provided them with a quick fix could be enough to start generating income. In this scenario, your package is the perfect long-term solution.
A lot of people think you just have to offer whatever comes to your mind as long as it’s free. Unfortunately, "free" isn't going to excite anyone—you have to aim for quality. You need to give people a way to get to trust you before they’ll want to work with you. You do that with a high-quality lead magnet that gives them a quick win in their business, career or personal life and invites them to get to know you, your working style and your process better.
Now don’t freak out about crafting your lead magnet: this will be easy because you did the hard work already. You know who your ideal clients are, and you know exactly what they struggle with (you can read all about market research here). You’re in love with the coaching package you created and you know for sure it will bring the desired results for your clients. It’s the perfect solution, and your clients understand the value.
Now it’s about telling the world about it in a non-salesy way. It’s about attracting the right prospects without asking them to leap before they’re ready.
How do you do this? Offer them a complimentary cheat sheet, checklist, case study, white paper, assessment, training, etc. Simply put together something valuable that provides a quick fix for their biggest struggle and is aligned to your coaching package.
Don’t overcomplicate it. It doesn’t need to be a 100-page ebook where you elaborate on everything in detail; it can be as simple as ten tips or a process overview on one page. The best lead magnet (and its title) answers your ideal client’s most pressing questions and motivates them to get started in the right direction.
There are four qualities a lead magnet needs to have to be successful. It should be:
Keep in mind that your lead magnet is showcasing a piece of the work your ideal clients can expect to get if they decide to work with you. So don’t take this lightly (but don’t make it harder than it has to be either).
You put your lead magnet together, presented it on a prominent spot on your website and promoted it on social media. The first opt-ins came in, and you’re super excited now because you’re certain that your prospects will reach out to you and sales will come in like crazy.
Unlikely. (Apologies, but I’m really bad at sugar coating things).
Remember what I told you at the beginning? Your lead magnet is only the first contact point that allows you to gain trust and start building a relationship with your prospects.
All of the touch points around your lead magnet are just as important as the lead magnet itself. It’s another art beyond the lead magnet (and I cover it in my blog post here).
A lot of people think the process ends after they’ve delivered the lead magnet. But you need to nurture those relationships and move them up the relationship ladder until your prospects are ready to take the next step.
As a rule of thumb, the higher your package price, the steeper and higher the relationship ladder.
Do whatever you can to get to know them better through consistent engagement (without scaring them off).
Lead magnets are a must in attracting your ideal clients. And you’ve got it covered as you know exactly what to do and how. Now it’s all about getting it done and out there.
To get your thought process started and your creative juices flowing, let me know in the comments below: What's one question your ideal clients can't get out of their head? I'd love to hear it.
P.S. I don’t recommend a lot of things. But if I do, I must have fallen madly in love with that product, service or program. So if you click a link on this page that goes to another company’s website, please assume that I’m most likely an affiliate. This means, that if you buy something from them, I may earn a commission. Even though I highly recommend what they offer, I encourage you to do your own independent research before purchasing anything.
Sabine Biesenberger mentors new and new-ish coaches who want to build an online-based business that feels darn good. Connect with her on your favourite social media platform and join a brilliant, virtual community of like-minded coaches.