As entrepreneurs, we all face a particular struggle – attracting the right clients to our business. I mean, nobody wants to waste time and effort pouring water into a basket, right? It’s frustrating to put so much work into generating leads, only to have them ghost you or say they can’t afford your product.
That’s where a lead magnet comes in – it’s like a magic tool that attracts your ideal clients to your business.
But what exactly is a lead magnet? Well, think of a lead as someone who’s interested in what you offer and might become your customer soon. And a magnet is the tool you use to attract them to your business – it could be a free e-book, a webinar, a discount code, or anything that provides value to your potential clients.
Requirements for Creating a Lead Magnet
Now, we all know that time is precious and attention spans are short, so how do you create a lead magnet that will hold people’s attention for more than 10 minutes?
- Be Engaging: First of all, you need to have a plan to keep your audience engaged from beginning to end. You don’t want to offer a lead magnet that’s too short and doesn’t provide value. Instead, think strategically and offer something that’s directly related to your business and your paid offer.
- Link Your Lead Magnet to Your Paid Offer: Your lead magnet should link directly with your paid offer. If you’re a personal branding coach, for example, don’t offer a lead magnet on creating Facebook ads. That will only attract people who are interested in ads, not personal branding. You don’t want to confuse your audience or waste your time attracting the wrong people.
- Be Professional: Your lead magnet should look professional, beautiful, and on-brand. You’re trying to attract premium clients, so you can’t afford to look unprofessional or cheap. Make sure your design is on-point, your branding is consistent, and your use of colors is effective.
If design isn’t your strong suit, don’t hesitate to outsource it to a graphic designer who can deliver an elevated look for your lead magnet.
How to Make Sure a Lead Magnet Does The Work it Should
Have a Distinguishing Lead Magnet
Your lead magnet should have a differentiator that sets it apart from others in your industry. You want to make sure that your lead magnet is linked to what you do or teach, but it doesn’t end there.
Think about the topics that your lead magnet covers, and how they might repel or attract certain types of people. For instance, if you offer services related to creating high-ticket funnels, mentioning the word “funnel” in your lead magnet might repel those who are unfamiliar with the term or not yet ready to invest in marketing. On the other hand, it could attract those who are already educated and aware of the problem they need to solve.
Another example is the use of specific terminology or titles that only appeal to your ideal clients. For example, if you offer services exclusively to those who sell high-ticket items, you could create a webinar or workshop titled “The High-Ticket Force” that would immediately grab the attention of your ideal clients and weed out those who aren’t a good fit.
By identifying the differentiating factors that set your ideal clients apart and incorporating them into your lead magnet, you can attract the kind of clients you really want to work with.
Attract Using Ads or Organic Means
There are two main ways to attract leads: through paid advertising or through organic means.
If you choose to use paid advertising, it’s important that the messaging in your ad aligns with the differentiator we discussed earlier. This means that the ad should clearly communicate what sets your premium services apart from others in the market, and how your lead magnet can help potential clients achieve their goals.
Your messaging should be clear, concise, and persuasive. You want to grab the attention of your target audience and make them curious about what you have to offer. You can use powerful headlines, compelling images, and persuasive language to make your ad stand out. It’s also important to make sure that your ad is placed in the right channels where your target audience is likely to see it.
If you’re using organic means to promote your lead magnet, such as partnering with other businesses or putting out flyers, it’s equally important that your messaging aligns with your differentiator. Your messaging should clearly communicate what makes your premium services unique and how your lead magnet can benefit potential clients. Use clear and concise language to make sure your message is understood by your target audience.
You want to make sure your messaging is consistent across all channels, whether it’s on social media, email marketing, or in-person events. This will help build brand awareness and make it easier for potential clients to recognize your brand.
What Lead Magnet do you Choose?
When it comes to selling high-end services, I highly recommend using either a webinar or a free call as your lead magnet. These two options allow you to deliver massive value to your potential clients in a short amount of time, which is essential when it comes to attracting high-quality leads.
Webinars provide you with the opportunity to teach your audience for an hour or more, allowing you to demonstrate your expertise in your field while providing actionable insights that they can immediately apply to their own businesses. On the other hand, free calls provide a high-touch experience that allows you to qualify your leads upfront and gauge their interest in your premium services.
Another added bonus of using a call as your lead magnet is that you can include a form in the process. This is one of the benefits of using an application funnel (insert blog link), which involves asking potential clients specific questions before getting on the call with them. By doing so, you can segment your clients based on their answers and get a better sense of who they are, what they need, and how you can help them.
For instance, some of the questions I ask on my form include whether the client has spent money on marketing before, as I want to work with discerning clients who understand the value of marketing in their business. You can come up with your own questions, such as their location, the price of the service they offer, whether they have a website, and whether they’ve worked with a coach before.
By segmenting your clients based on their answers, you can identify whether they are a good fit for your premium services or not. Even if they aren’t, you can still down-sell them to a lower-priced offer that meets their needs and prepares them for your high-end services down the line.
Another effective way to attract non-freebie seekers to your sales funnel is through what we call a trip wire. This term may also be referred to as an introductory offer or a low-ticket offer.
By offering a low-cost item as your lead magnet, you are more likely to attract individuals who are willing to invest in your business. This helps to filter out freebie-seekers and ensures that you’re attracting serious buyers. Plus, it gives you an opportunity to evaluate these potential clients and assess their needs.
Once someone has made a purchase, they are more likely to make additional purchases from you in the future. This means that your tripwire offer could be the perfect stepping stone to lead them into your higher-priced products or services.
Of course, it’s important to remember that simply attracting the right kind of clients is not enough. You also need to have a solid follow-up system(insert blog link) in place to nurture those leads and eventually close the sale. This could involve following up with emails or retargeting ads, among other strategies.
As always, I’d love to hear your thoughts on this topic. Be sure to leave a comment below and let me know if you found this helpful. And if you have any suggestions for future content, feel free to share those as well!