Please! Help me END the days of asking visitors to “subscribe to my free updates list.”
Lame. Lame-o. Lame-sauce.
The only person who wants MORE updates landing in there inbox, is exactly the type of person you DON’T want to be on your list.
So, what’s the solution?
A Lead Magnet.
A REALLY good lead magnet. What is that you ask?
So, if building a list (of emails or physical home addresses) is your objective, then you NEED one of these lead magnet dealios, and I can help you craft one. That’s what you’re going to learn how to do today, step-by-step.
First thing’s first, though… Any ‘ding-dong’ can give away something for free. In fact, quite a few ‘ding-dong marketers’ do give a bunch of crap away for free…
Which in recent years has made building a list a tad more difficult for those of us who build legitimately valuable free offers.
So, our challenge is not simply “what to give away for free?” but also, “how to make our give-away enticing and irresistible…”
In this guide you’ll learn how to create your very own Lead Magnet… But more than that… You’ll learn how to effectively position yourself in front of your audience and persuade them (quickly) that you have THE hidden treasures that they seek.
Now, curiosity is a powerful “attractor.” It’ll get your readers to perk up and take interest, but, it’s still not enough to get the majority of your audience to take action.
Avoid [headlines] that merely provoke curiosity. Curiosity combined with news or self-interest is an excellent aid to the pulling power of your headline, but curiosity by itself is seldom enough.
– John Cables, “Tested Advertising Methods” (31)
Although John Cables was talking more specifically about “headlines”, your entire product should be based on this “tested” idea, that curiosity alone is good… But, curiosity injected with self-interest is GOLD.
Now, creating a high-converting lead magnet starts with this question…
What Do You Know? (your skills)
A lot of folks start with “who” their audience might be, but the truth is, it doesn’t matter who you think your audience is, if you can’t serve them.
So, you really want to start by jotting down a few ideas of what you could teach…
- What are some specific skills that you have?
- What do you personally enjoy teaching?
- OR… What would you like to learn right now?
That’s right! If you don’t want to teach something that you know already, then you can choose a skill or strategy that you’re (a) learning right now, or (b) would like to learn.
Everyone likes FRESH content, but even more than that, we all love coming along on a journey with someone. You can be that someone. Take us on your personal quest to discover the solution to the “problem.” Then…
Define WHO Your Audience Is
Once you’ve got a healthy list of ideas and skills that you already have, then it’s time to hone-in on who exactly you’re helping.
There’s really no need to spend half a day “discovering your avatar.” In most cases, all you’ve got to do is get up, walk to your bathroom, and stare into the mirror. There you have it.
Your avatar is right in front of your face.
- What challenges did you have when you were looking for a solution?
- How old were you? (are you?)
- Are you a man or a woman?
- Where do you live? (does that matter?)
- Married? Or not…?
The list goes on… You’ve got all the information that you need.
…And if, for some odd reason, you are [were] NOT your avatar [at some point], then you might want to reconsider what your lead magnet is about.
Are you sure you have enough information to solve that problem? Can you relate to you audiences’ struggle?
It’s essential that you do.
Another great question to answer is: Who does your audience adore?
Is there a leader (or maybe a couple) who you polarize towards and know that many others do too?
That’s a HUGE bonus for you. You’ve already got an audience waiting for you to solve their problem, and you know they like similar content to what you’re about to share.
Fishing For Trouble (the problem)
Now, that you’ve got a pretty good idea about WHO you’re targeting with this “digital antidote” let’s get really specific about the problem you’re solving.
This can be something as BIG as not having one of the 3 core essentials (i.e. food, water, shelter) or it can be as “small” as not knowing how to copy-and-paste some text in your browser.
Both of those are problems, and both require a solution.
*IF you’ve already figured out what you’re going to teach in the micro-excercises above, then you probably have a good idea of what the problem is. (you can move forward to the creation process of your lead magnet)
IF not, create a list of problems or challenges you’ve had or currently have…
- Grab a piece of paper, fold it in half, and draw a line down the fold to create two separate columns
- Write “micro challenges” in the left column and “big challenges” in the right column
- Now, pause here, grab your phone, take a couple deep breaths, focus on your intention to write as many challenges as possible, set the timer to 3 minutes… And begin!
If you’re “in the flow” writing a bunch of challenges, stop yourself.
3 minutes is plenty of time to write a few good problems that you can solve. We don’t want to spend an excessive amount of time here. Moving forward…
The cool part is, you can combine some of your challenges together if they’re congruent… OR, you can save your sheet to create multiple lead magnets in the future.
Another great “problem-collection” method is to tap into the space you’re working in, and ask around. It’s amazing how much information you can extract from any one individual about their problems and challenges. (for free)
Look around on blog comments and in forums too.
You might even consider putting together your own survey using SurveyMonkey if you’ve already got a list of a few dozen folks.
Finding The Solution (skip if you already know the solution)
If you don’t already have the solution, then you’ve probably chosen the “marketing quest” route, where you take us along on your journey to find the solution.
For example, let’s say that you want to create a WordPress blog.
You might do a Google search for “how to make a WordPress blog” and find a few resources that show you how to do it, step-by-step. While doing this for you own blog, you record your screen with a program like Screenflow 5 and upload them to somewhere safe like Vimeo (Plus or Pro recommended).
…Or if you don’t have either of those tools (and are a bit camera shy) you might opt to take screenshots for each step and upload those to your new blog on a “password locked page.” (see below)
You can also reference the blogs that you learned from, which is a cool way to show the blog-owners your appreciation, who might in turn link back to you or mention you in a future video or blog post. This also helps you get indexed by Google faster.
Now, we’re going to get more into the technical side of creating your lead magnet in a moment, but you can get a better picture of how this works and how you can solve just about any problem you’ve chosen.
If you’re going for something BIGGER, then head over to Amazon and search for a few good books on that topic. Take notes, and combine your findings (always referencing your resources) into a neat little PDF (ebook).
We’re in the Information Age.
You can find the solution (usually for free) to any of your problems or challenges. Now it’s time to…
Build Your Lead Magnet
For now we’ll keep it simple. You’re going to construct your lead magnet in 1 of 3 ways…
Let’s continue onto the next page “module…”