🚀 High Converting Lead Magnets

And a high converting lead magnet saves us money, it saves us and it spares us frustration because it's one of the cheapest ways for us to generate new interest in our offer, in our program, in what we do. Okay, Remember I said earlier, you're going to very quickly run out of people in your inner circle that are going to work with you. So if you're frustrated that social media isn't generating you an abundance of new leads, it's because you're not using a paid ad strategy. But if you're going to do a paid ad strategy, you have to have something worth promoting, right? You have to have something that converts because it's going to, there's going to be a cost per conversion which is going to be determinant of how much money you're going to be able to spend. So we want a lead magnet that converts at a low cost. That means our message is landing. When there's a marketing and a market and messaging fit, then your costs go down dramatically. Okay, but if your messaging is off for the market, then costs go up, right? And remember, whoever can acquire the most number of clients wins, right? It's not that we're competing against each other, but we're, you know, it's just the reality, right? If I can spend, if I can outspend you on acquisition, then you'll never be able to keep up with me. But if you can, you know, lower the cost of acquisition because you've got something that's very attractive to people and builds trust and builds reputation, then you're going to be able to, you know, you'll have an unlimited number of clients. And then once you know the math, then the question is, okay, how busy do I want to get? Okay, or how many leads do I want to build? If you wanted to acquire, let's say, you know, let's say you get it down to $5 a lead, just to keep it simple, you want to acquire a hundred new leads, so it going to cost you $500. If your lead magnet is very clear and very specific, then you've attracted high quality leads, right? So the more specific a problem your lead magnet solves and the pain point that it resolves, the more specific that audience is. Let me give you an example. So if you had a five day, you know, let's say, let's say you had a guide how to lose five pounds in five days without changing your diet and without intense exercise, right? So really simple structure. Here's what you want. You want to lose five pounds, the first five pounds, the next five pounds, or the last five pounds. And you want to do without intense exercise, without changing your diet, and you want to do it in five days. Right? So it's very specific who you're attracting to this. People don't want to lose five pounds. But it's also very vague because doesn't everyone kind of want to lose five pounds? Right. Most people, if you went to the mall and surveyed them and they were honest with themselves, they probably all want to lose five pounds. But we can narrow that audience down further by making it specific to women who are going through menopause. Right. And we can get even more, you know, polarizing by calling it, you know, the Menno muffin. Right. Lose the five pound Menno muffin that in five days. So we're now speaking to a very specific audience who want. I don't even know if f. Facebook would approve that ad, but I'll. I'll. I'll give you a secret on how you can get all your. All your weight loss ads approved later. And I'll save that till the end. That'll be my cliffhanger. So just. Aaron, remind me on how to get all your Facebook ads approved. So now we've been. Now we're very specific, right? So we have menopausal women who want to lose 5 pounds in 5 days who are probably overwhelmed with. And when I say without changing their diet, what we do is we just incorporate fasting. Right? So that's the solution, right? We just have them eat less of what they're eating, or we have them eat it at certain times. So I deliver on that promise. Now we don't have them do intense exercise. We have them do the exact opposite. We have them do intense rest. So everything I'm saying is accurate. Cause most women who have that, you know, weight gain around their midsection, not only are they experiencing menopausal symptoms, but what's happening, Their stress is usually on overdrive at that age, isn't it? Right. Their adrenals are shot. And now they've, you know, their adrenals are having to take over the responsibility of the ovaries as that transition is taking place, and they just can't keep up. So they don't want to do intense exercise. They actually need intense rest and self care. So now I've taken a specific audience, targeted, even a very specific body part, to accomplish a goal over. Over specific. A specific number of days, and I have removed the resistance. Right, without changing your diet, without intense exercise. So you see how that could be high value because it checks off all the boxes of a high value offer, right? I'm not saying lose 50 pounds in five days. I'm saying five. Most people can, can see how that could happen, right? It's a realistic outcome. And now everyone who gets that lead magnet, guess what? You know, I don't think Reggie's going to download that lead magnet. If you don't know Reggie is a, is a male. All right? I'm not going to download that lead magnet. Brian's probably not going to download that lead magnet. Aaron's probably not going to download it unless we're going to share it with somebody else. But who would download it is somebody who actually has that problem. So now the quality of your leads is so much higher because you're very specific. But if you're just plain vanilla and your message is boring a, it's not going to convert very well. But you're going to build a crappy list. The people are not going to even remember why they joined your list. So you, you want to be very specific. Does this make, raise your hand if this makes sense. Okay, so vanilla, plain, boring vanilla is no good. You got to spice it up. You got to make it very specific. Okay? So a lead magnet is a way of saving money as well. Because what happens is you could, you know, you could brute force discovery calls, right? Everything has a price. So if I just said, hey, free discovery call and I had like a shitty ad running to it, there's a price at which anyone will sign up, right? It might be $500. A thousand dollars, $5,000, right? No matter how bad your message is, there will be a certain percentage of the population that will see it and take action. It might be astronomical in cost or there might be a low value lead. A low value lead doesn't even know why they're there. I had somebody messaged me last night when, when we sent out the reminder email and they're like, can you remind me what I signed up for? I'm like, dude, it's not my job to remind you of all the things you sign up for. Like, seriously, you want me to take time out of my day and like remind you what you signed up for? That's not my job, right? And if you're the type of person that signs up for stuff and you don't even know why, I hope they're not. Maybe they are here. Hopefully they are here, but it's just the truth, right? And I can see all of you laughing because it's True. Like, it's not my job to do that. And I don't even know if you're going to be a good client. Are you going to remember you signed up for your appointments, for your coaching calls? Like, you know, are you going to ask me every time, like, you know, it's not my job to do that. I don't even know why I said that, but clearly I had to get it off my chest, so. Oh, here's why I said it. So a lead magnet is, is going to lower the cost of acquisition because at any price you can have people sign up, right? Discovery call. Okay. We can figure out, let's say it cost US$400 to get a discovery call, but I can actually get a lead magnet conversion to take place for a few dollars. Right. Because it's such a low barrier offer. Okay. And it gives them a taste of what we have to offer and then that allows us to build trust with this person, which then allows us to make our core offer. Right. So your lead magnet is kind of like a mini offer and we'll go over different types of lead magnets in a second, which then allows you to build trust and then you make your core offer. Okay, So I can give you, I'll give you an example of a meta example of what we're doing today. Right? So some of you are here because you've attended our trainings in the past and you've enjoyed our trainings and this topic piqued your interest. Right. We actually created this topic and presentation based on a survey that we sent out to our mentorship community. And when we sent out this tra, when we, when we sent out the survey and got the results back, I'm like, man, if people are in our mentorship community are struggling with this, I know for sure that others are going to be struggling with it. So let's do a training and open it up to everybody. Right? Because why wouldn't I? I want all of you to win. Right. What this does is it takes you from, you know, low trust. And I hope that this little mini offer that I've put together for you builds more trust and a certain percentage of you will be good candidates to work with us and you'll be able to self identify if you are or not. Right. And in an absolute worst case scenario, right, we started off with 179 people. There's 171 of you that are still here. So. And you could have dropped off at any time that you wanted to. Right. You have the free will to do so. But clearly you're trusting the process. You're enjoying the value. And again, some of you will be, you know, suitable candidates to work with us. So it's happening right now. Okay, so you want to, you want to understand this model and use it in your practice as you see fit. So you might be wondering, what are all the different types of lead magnets action that we can have? It doesn't have to just be a PDF download, it doesn't have to be a masterclass like what we're doing right now. It doesn't have to be a checklist, it could be a coupon, it could be a quiz, it could be a video course, it could be a podcast, it could be an email course, it could be a consultation, it could be a masterclass, it could be an ebook, a book, a PDF, a cheat sheet, a case study, videos, exclusive content, or even an audio recording. Right, so a lead magnet is anything that gets people to exchange their. It's anything that gets people to raise their hand and say, help me with this problem. Okay. And the more specific we can be about this problem, the more we can actually build a high quality list. Now, we want people to think that that lead magnet was built just for me. Man. How did he, how did he know I needed help with that? Okay, now there's, in addition to the different formats of lead magnets, there's different philosophies of lead magnets as well. So this comes from Alex Hormozi. And so one lead magnet would be revealing the problem. Right, so revealing the problem would be. Here's a, here's a challenge that you're facing. Let me show you how to solve it. Okay, so maybe your lead magnet is. Okay, so I won't make it a shocking title, but because I usually need time to massage that. But let's just say your lead magnet is five foods that every menopausal woman should remove if she wants to lose £5 this week. Okay, so you're revealing the problem. You're revealing. What are those five foods. The second type of lead magnet would be a free trial. So a free trial would be kind of like what you're getting right now, right? You're getting a training that I would give to my mentorship community, which many of them are here. And you're getting a, you're getting a piece of the action. When we started the training, what did I tell you? I said, this is going to cover a few of the sections of our 12 week program. Right? So you're getting a trial Right now, right? You're getting an insight into, you know, how, how I train the content that we create, the philosophy, the values. You're getting a sampling of that, okay. And the third type is step X of X, right? Or step X of Y, right? Maybe we give you the. Here's a free first step. So there's different ways. Okay. If you have a six week program, what's like a free module that you could give somebody, you'll see authors do this, right? Give me your email and I'll send you the first chapter of my book. Okay. Later today, you'll have an opportunity to do a $1 trial. All right, so we're putting this into action. And I'm, I'm telling you how we're putting into action because one of my values is transparency. So there's different ways to create value for people. Reveal a problem, give them a free trial. Kind of like they do at Costco, right? Some people love going to Costco for that. It's like the highlight of their day. And then step X of Y, right? We see this in apps. Apps use a freemium model where you get free features like Zoom, right? You get free features. If you use a free Zoom account, I think you get a maximum of like a 40 minute call, right? And after 40 minutes, it, it starts telling you that, you know, this call is going to end soon. Does this make sense to everyone? All right, let me show you some examples. So here's an example of an audio recording that I did. Some of you may have actually requested this. So I recorded a 17 minute audio on how to overcome true financial objections from wellness clients. Would you like a copy? Okay. And then you can see here that 349 people said, yes, I want a copy. So these are, you know, let's say 300 plus new conversations that I can have with someone, right. I could either just send them a link to the recording, which is what I did, because I already have these people's email addresses, or what I could do is I could send them to a landing page that says, hey, get it here. Right? And the landing page then gathers their information. We'll talk all about that in a second. Here's another one we did. Shocking report. Pharmacist breaks her silence about dangers of the latest weight loss drugs and what to do instead for safe, rapid and permanent results. Would you like a copy? All right, so you can see all these people were responding. Now I'll tell you this insider secret. The report doesn't exist. It will exist. Okay? So sometimes we can actually use our messaging to test to see if the message actually lands, right? If I, if I say I'm going to create this report, or let's say I create this report and I post this and like two people want it. How inspiring is that? I just wasted all this time and nobody cares, right? But if I see that there's a response here, man, people are interested in this, then I can see that there's an organic signal that people want to know what to do instead. Even practitioners, a lot of practitioners wanted this report. They want to know what to do instead with their clients or what kind of communication to have, right? So I can now write a pharmacist. I could have Deepa, who's actually writing the report, write this report and we know that there's an interest in it. What is somebody who is interested in weight loss drugs? What is something that they want to do? They want to lose weight. Now I can get even more specific, right? And I can say pharmacist breaks her silence and writes about the dangers of the latest weight loss drugs for menopausal women. And what they should do instead, right? So see how I can get even more specific. So guess what? Only people, they first have to read what I'm writing, right? Some, sometimes guys respond to girl. Girls or men respond to things for women because they're interested in the topic. But maybe they missed that part. But if we put that in there, that this is for menopausal women. Now I'm building a list of people who are menopausal women. So every email I send to them after that is going to be in service and value for them because it's like, oh my God, you wrote this for me? Yes, I did. But if you, if your audience is all over the place or your message isn't polarizing and isn't exclusive, right? So in order for us to build a list, we can't have everyone on that list. We have to exclude people who are, who our message isn't for. And that can feel painful at times. But, you know, so it is like if you want to, how, if you want to help different avatars, totally fine. But you have to write a different brand script for that person. It's not the same brand script, right? So if you had, even if you had a couple living together, male and a female, and they both want to lose 50 pounds, the brand script could look totally different. Why the guy wants to lose weight might be different than why the female wants to lose weight. I would imagine it would Be totally different. All right? Now one thing to remind yourselves of is that you are different, right? And different is better than better. The more your message stands out, the more it's going to be attract. It's. The more attractive is going to. It's going to be to other people. So you have to be willing to polarize. You have to be willing to be inclusive but exclusive at the same time, right? We're inclusive of people who meet this criteria. Because I don't want. I don't want a MA if I'm working on menopausal women. I don't want a male person on my list as much as I can help it, right? Because the message isn't going to land for them. It's just a dead. A dead lead on my list. They're never going to open the emails. Eventually they might mark it as spam, which negatively affects the deliverability rate. If they never open the emails, it affects the deliverability rate. So it's like there's no point. You're just padding your list, paying more because you have to pay for each contact right after you reach a certain amount. So you're paying for all this because of a lack of clarity and sometimes a lack of courage of excluding people who aren't the right and most perfect fit for you. When I wrote the email to invite everyone, one of the things I said, this training isn't for people who are lazy, right? It isn't for people who just want to sit on the couch and expect things to be done for them. You know, in the beginning I said, we're going to do work, we're going to do boring stuff, right? But we just have to do that to set the foundation down. You know, Michael Jordan starts every practice, or when he did play basketball, started every practice with a chess pass. So the version of chess pass in marketing is the brand script, right? You start there and then that gives you clarity to now start really honing in your message and it makes it so much easier.