Lead Magnet Conversion: Fix Your Failing Opt-in

When you develop lead magnets for your business, and we develop a lot of lead magnets, sometimes you get lead magnets that don't win. And by don't win, I mean they just don't convert. We assume we know what the customer problem or something that would be useful to them is. And if it doesn't convert, it's okay. It doesn't mean lead magnets don't work. It just means that that lead magnet, and maybe not even the content of that lead magnet, maybe it's the title of the lead magnet, the way you pitch to the lead magnet. So when you create a lead magnet, and if you don't get from it, don't just discard it and say this evergreen content is crap and it's not going to work, what you want to do is take that content and start tweaking the headline, start tweaking the COVID change it so that you can split, test and see and start then getting those conversions. If you've split, tested enough and tried several different headlines, several different things, then, okay, fine, move on and create a new one. But don't just assume that the lead magnet itself is the problem. It could just be the way that it's being pitched.