A short transcript from a group coaching/brainstorm session where participants (Ben, Brooke, Saba) brainstorm lead magnet strategies for a client who offers a physical-therapy-style training course. Key recommendations: niche by specific pain types (neck, back, joint), create segmented mini lead magnets (or a quiz funnel that buckets users), present a proprietary process/mechanism to explain the problem and a small shift that solves it, and model copy/funnels from a successful existing marketer (Emily L.). The discussion emphasizes marketing to what’s top-of-mind for prospects (e.g., target neck/back pain) rather than a single generic ebook.
Chapters
Hi, I have a client with an offer in the physical therapy type space. He needs a lead magnet for his web page. He wrote a full ebook on his training method, but I think it's too valuable to give away for an email. So I was thinking about taking his FAQ section and turning that into a sort of intro to my training method, positioning it to pre qualify, educate and persuade on joining the training course. Curious to hear your thoughts and open to any lead magnet ideas. I'll tell you, Xavier, because I'm actually looking for a physical therapist and to be totally honest, I just was looking at referrals, but now if I'm thinking about it, what am I suffering with? Like, it might be a lot of work to create it like this. So this could be a terrible idea that maybe Saba and Brooks will shoot down. But there's certain groups or categories of pain, right? Like you might have neck pain or arthritis or whatever, right? So whatever, ask the client what his main categories are of clients that he served that pay him the most money and he gets the best results for. And then you could create, you know, like a mini. A mini thing, you know, it could be as simple as actually stretches. But you name it something else, because I don't think people will opt in for stretches. But you call it some sort of process, you know, where for neck pain, it's some kind of, you know, super basic 1, 2, 3 type of thing that gets them a little bit of a result. Wrist pain, back pain, foot pain, whatever it might be. That, that way they. They see he knows what he's. What he's talking about. But also, obviously they don't get the full benefit of working with this physical therapy. So is it an info product, by the way, or is it actually, he's got a physical location.
That's what I was just typing. And by the way, I think, Ben, just what you described, I mean, this is a quiz funnel. You're diagnosing, okay, what are your problems? And taking them through a very simple wizard to diagnose the problems that they have. And then it's like, okay, here's your solution. Like, that's how I would tackle this part. And he said, part info, part training videos, and also as a Facebook support group.
So it's an info product course for like, all types of issues. What is the name? What is the course?
Yes. Like, is it a methodology he has for any sort of pain? Because I understand where maybe the empirical information is the same. You know, how to stretch properly or reduce inflammation. But I also know that if I have neck pain like I do and you said you have a solution for wrist pain or arthritis, even if the information is the same, there's no way I'm going to pursue that. I'm looking for a neck pain solution and that's not your fault or his fault or anything. That's the way people are. So one course for all types, most people are lower body joint pain, like foot, knee and back pain. Well, yeah, it makes sense because that's what most people's pain is. So yeah, I would definitely think like, sure, the methodology can be sound to serve all these people and that's really good. But in terms of your marketing, what Brooke said with a quiz funnel or as simple as if you don't want to set up a full quiz funnel, just like a one page question like which one of these hurts most? You know, and you just click it and then from there it has to.
Be a real quiz, right? Like it doesn't have to be a real quiz where you're actually qualifying people. It's just a way for people to interact and share. They end up sharing information about. You can like bucket them, right for emails and stuff, but you actually, you don't have to have like a quiz results page. Right. Everybody will see the same, oh, it looks like you'd be a great. You know this, we actually have a solution for you. You know, this has helped so many people who have XYZ pain. You can list all the different types of pain so you make it a bit more general but you create the perception that they are getting like some sort of like custom result, if that makes sense.
Yeah. He said it's niche down on how his method fixes that specific pain. Exactly. So there's a process, right? His it all comes to the same stuff. If you're an expert, whether it's physical therapy or selling roofs, it's a proprietary process, a mechanism pretty much, hey, here's what's going on. Here's why you have the pain, here's why you continue to have the pain. Even if you've tried stretching and yoga and diet and going to the gym and a chiropractor and pain pill, all that, here's why you still wake up in the morning and go shit, you know, type of thing. And then here's the solution. What we do is we've developed such and such a process and that process is called blank. And here's how it's going to help you. The blank process helps you with neck pain. That's what I keep Coming back to. Because that's what I have a problem with. So that would be, I think something. The thing at the end of the day that makes this almost not make sense is that the methodology is going to be the same if you've got foot pain or neck pain. But people with foot pain are not going to read about neck pain or watch about it, and people with neck pain are not going to read about foot pain even if the process and the methodology is exactly the same for both. You need to attract people based on what's top of mind.
Honestly, back pain is probably going to be your biggest market. That's going to have like the widest reach and the most response. And then you've got. I mean, joint pain I think would come second. And I mean knee pain is technically joint pain. So yeah, I think if you go broader as far as the pain pain points, literally, you know, you'll have more success with it and that you can really elaborate on. Right. Back pain is very different from joint pain in the legs. So you can. There'll be very different sort of copy and reasons why they should pay attention.
And then what's that awesome, awesome woman who did the presentation last copy accelerator?
Emily.
Emily Lart. So, yeah, I think every time anyone brings up anything with any sort of pain involved, like joint stuff or whatever, just, just steal from her. Apparently that's what everyone else. That's what Justin and Stefan says, not steal, but you know what I mean.
Model. Yeah, the model. Go study her funnel and model her copy.
Yes. Well put. That's why Saba's in charge of PR for us. Me? No. So, so freaking weird. But, but yeah. Anyway, that's, that's, that's what I think a really good approach to be would be. She's clearly got something that works. I think her business is eight figures. Even if it's not. And it's just high seven. What's the freaking difference? You know, at some point it's super successful page.
Yeah. And a successful angle too. The way that she sells to the audience with back pain, you know, so.
Yeah, so that's something to do. And then also I think the approach where take, take what you can model from her and adapt to this, but then also just keep in mind the simple, simple process of like what Stefan teaches is universal and copy and persuasion in general, there's a problem, there's a reason why you have the problem and there's a slight shift you need to make in order to solve that problem. Oh, 1% shift. Right. It's not a big shift or people won't do it. It's got to be something. They're close, you know, super close. And then once you identify that there's a gap there and you close the gap with the proprietary process. Yep. And that'll be the same for, for any coach in any type of coach from, from physical therapy on to lead gen, Facebook ad agencies trying to close copy clients selling supplements. It's all that same process. So we are at 302. I think we're good. I hope everyone enjoyed this. Like I said, spread the word far and wide so that we can have a nice, nice group next week. We'll also make sure to have the announcements put out through email and, and in the group because, yeah, we just really have to, you know, make it worth El Jefe's time.
If you guys got any takeaways, if you guys got any lessons or key takeaways from this one, feel free to post in the group and just share that. Hey, I was on the call today. Here's what I, you know, this was really good information or this was a really good tip. You know, we'd love to hear any feedback and yeah. In the RNBC group.
