One of your primary jobs as a professional coach or speaker is, or should be, growing your list. And one of the best ways to grow your list is to offer something free to members of your target audience in exchange for their email address. This concept of developing a lead magnet is nothing new in the world of Internet or Email Marketing, and you probably already have one.
But when was the last time you read it? Does it still provide good, relevant, valuable information for the people with whom you want to do business? Because if you wrote that lead magnet more than a year ago, there’s a chance it doesn’t hold up anymore.
Today, I offer some tips for those of you who have a lead magnet (like me!) that might not be as strong as it once was.Is your lead magnet as effective now, as it was when you created it?
Review your sign up process. Go through the entire process of signing up for your free giveaway, just to see if it is as strong as you want and need it to be. This is even more effective if you have someone who will read it and provide their unbiased opinion since you’re quite close to the situation. Do your best to look at your website from the perspective of someone who hasn’t met you yet. How clear is your offer? Is the copy compelling enough to entice someone to sign up for it? How is that lead then on-boarded into your email campaign? After you review the sign up process…
Read your freebie with your most critical eye. Watch for the following:
- Is it too wordy? Your audience is impatient (everyone is these days!) and doesn’t want to do much reading. If you can’t get the key takeaway from your lead magnet in a few minutes, consider changing it.
- Is it well-written? Did you write your lead magnet yourself, or hire someone to do it for you? In either case, is it as clear as you want and need it to be? If not, consider hiring an editor to help polish it up. If you think it needs more than a polish, send it to a copywriter. This is an important piece of marketing collateral and it needs to reflect a high level of professionalism.
- Does it help solve a problem? The primary job of your lead magnet is to get people on your list, but its second job is to give enough value to plant a seed in the reader’s mind suggesting that you are the best person to help them reach their goal. Make sure your lead magnet solves a problem or guides the reader through a problem. It’s quite possible you’ve changed your own focus since the lead magnet was written. If it doesn’t reflect what you do or how you can help, back to the drawing board!
- Does the title draw people in? Maybe your content is great, but the title leaves something to be desired. Do some brainstorming to see if there’s a more enticing way to say the same thing.
- Is the design true to your brand?
- Is it focused on you or the reader? The person who signed up for this doesn’t care about you. Not yet. They want to know if you can help them solve their problem. Watch for the I’s and Me’s and make sure there are less of them and more You’s.
Expand your reach. Once you’re sure you have a strong offer, don’t just keep it on your website. Make sure you include a link to your free download in your email signature, on your LinkedIn profile, and other social media accounts. You might even want to try an exit popup – just make sure it’s not too intrusive! People can’t sign up for something they don’t know about!
I challenge you to take a good hard look at your free offer and see if it could be doing a better job making people want to continue receiving your content. If not, it’s time to create a new one.
Do you have any thoughts about lead magnets? Please share in the comments if you do!
In business since 1991, Terry Green is the founder/CEO/President of BizEase Support Solutions, an American-based, online marketing support company comprised of a team of talented professionals from around North America. BizEase excels at providing speakers and business coaches worldwide with seamless online marketing solutions, from setting up ecommerce solutions, membership sites, web design and maintenance, to writing blog posts and managing Social Media and PR campaigns. BizEase clients (who span five continents) take great joy in allowing the BizEase team to take care of the details so they can get back to doing what they do best! Click here to get our weekly tips ezine delivered to your inbox every other Friday, with tips on plugins, apps, and tools to make you more productive today!