Kenny: Today we’re going to be covering lead magnets. We’re going to be covering exactly what a lead magnet is. We’re going to be covering why they’re important and then exactly how you can use them.
Then we’re going to go into questions from clients and then this week it’s a question from one of my clients and it’s a really juicy question about webinars this week. So I’m really looking forward to revealing that question. Then we’re going to move into tip of the week and Andrew has got a fantastic tip for this week.
Then the inspiration of the week, and it’s my turn this week, and again it’s about being adaptable and resilient this week. I’m looking forward to covering that as well.
Then we will close off the show and tell you what’s coming next week. So starting off, I will just start off with exactly what a lead magnet is, because you might be listening to this. You might be thinking, “What is a lead magnet?”
Well, for me, it’s a gift from you in exchange for a prospect’s contact details, so something of value that they can access or sign up to immediately and you usually have this on a landing page. We briefly covered landing pages in last week’s episode and you usually have this on a landing page or your general home page of your website.
It can consist of something like a free report, a blueprint, a mind map, even a webinar or a video, just something that is going to entice people that’s going to be a value for people to give you their contact details, whether that’s their email address, their telephone number or both or more than that.
So Andrew, why do you think lead magnets are so important today?
Andrew: Well, they really are critical for any of us to try and to build our businesses online, certainly for consultants. We have so many different ways that prospects can find us online and once they get there, if we don’t give them a reason to either stick around or engage with us further, they may leave and never come back and it’s as good as if they never visited us, from our point of view.
Kenny: Absolutely, because nine times out of ten, especially with high value services, like consulting services, a lot of people aren’t actually ready to buy there and then, depending on where they’ve come from of course and depending on where they are in the sales cycle.
So for example if they come through search, Google search, then they can be quite a little bit further on in the sales cycle. Sometimes, they may not come from Google search and they may just be typing in a pretty broad keyword anyway that isn’t a motivated keyword.
Andrew: Well, that’s exactly it. There are many stages of the sales funnel they could be in. There are many reasons why they would visit our site and they may like us a lot. They may come to our site and really like what they see, but for whatever reason, don’t take the step at that moment to contact us.
Maybe it’s just not the right time of day for them. Maybe they’re getting called to dinner. Maybe the boss is walking in or if they’re the boss, maybe an employee is walking in.
Maybe they get a phone call. Maybe they say, “This is great, but I will do a little bit later,” and then of course we know what happens. Later never comes.
So there are so many reasons why a good prospect could come to your website and not take that next step with you. So a lead magnet is the way you get them to take an easy next step and get their permission to follow up with them again.
In this way, you make sure not to lose who could otherwise be a very valuable prospect.
Now my friend and mentor Steve Gordon, also a wonderful marketing guru, he describes this process as keeping your prospects in orbital rings, keeping them orbiting around you.
Once you get their email, then you can keep communicating with them, keep them orbiting around your business, keep them informed, keep building the relationship with them until they’re eventually ready to come in for a landing, to take that next step.
You make it easy for them by continuing to be there. But it all comes down to that first step of getting their email address and that’s why this lead magnet is so critical.
Kenny: Yeah. Everybody pretty much starts off as a cold prospect, a cold lead somewhere over there unless they’ve been referred to us at some level. So they’re cold over there. It’s about keeping them warm and stays really right there, orbiting around you, keeping them really warm.
So that when they are ready to make that decision, you’re pretty much up there at the top of their list. It’s what you do in between them, getting the lead magnet, and also how good the lead magnet is in how far up that list you will be.
Andrew: It really is the difference between having a one-time visitor to your site and having a prospect who will stick around with you for weeks, months, even years to come and give you the opportunity to really develop that relationship. So this is really essential what we’re talking about here with producing a high value lead magnet.
Kenny: Yeah. When I read Influence and Persuasion, I got that book from a pretty well-known internet marketer here in the UK called Dan Raine back in 2007, I think. He bought it for me as a Christmas gift and brilliant book. If you’ve never read it, Influence and Persuasion by Robert Cialdini. We will put a link to it underneath this post on MagneticConsultant.com.
He talks a lot about reciprocity and the law – well, the principle of reciprocity pretty much means that if you give something to somebody, then they’re much more likely to give you something in return. That’s why we call it value in advance because what we want really is their time, their attention.
We’re in an attention-deficit society at the moment. There’s a lot of attention poverty out there. What we’re doing is we’re trying to get their attention and that’s – we do that by giving value in advance.
Andrew: I think this is really worth repeating. Can you mention again just some of the forms that this sort of lead magnet can take, this sort of high value that you’re giving in advance? What are again some of the ways that we can do that?
Kenny: Yeah. So free reports, so you might want to do a report. I’m just about to do one, a new one actually. The last one on my website was free tools that you can use to double or triple your profits whereas I’m doing one now which is based on supercharging your marketing. It’s really simple. It’s five free tools, free or dirt cheap tools that I use that I think my prospects would use as well.
What it does is it – because it’s a quick free report is it allows people to think, “You know what? That’s going to be quick.” It’s not going to be a huge amount of material for me to wade through and they will think it’s going to take them 10, 15 minutes to go through.
So it makes their decision a lot easier to just pop in their email address to get this free report. You could choose to do a blueprint or a mind map or a process map, something that you think your audience would like or a webinar. A webinar is a great way of pulling leads in, having a landing page with a sign-up to this webinar.
You could have a video. Sign up for this video and you could do it in different ways with a video. You could say, “Get access to this video,” or you could give them a little video, stop if halfway through, and say, “If you want to watch the rest of this video, pop in your email address.”
But that’s a crude way of doing it. You probably get a high opt-in rate but not too many people happy about doing that. But there are so many ways you can do it Andrew.
Andrew: These come back to what we talked about – it was the last week or the week before, with really understanding your buyer persona. So they can understand what’s going to be the best way to reach them, what sort of high value content they will most want to consume. Does it need to be something really, really brief because they have so little time to spend on these things? Would they really want to sit down and watch an hour-long webinar? So you’ve got to understand what it is that they need that you can deliver.
Kenny: Yeah, you really [0:09:10] [Indiscernible] the more you know that persona, the more you’re going to understand exactly what they need. The good thing about lead magnets is it allows you to demonstrate your expertise. I’ve mentioned this before and I will mention it again. There are three ways you can tell people how good you are. You can tell them, which is the weakest way. You say, “I’m really good. Buy my stuff or sign up to my services,” or you can get other people to tell them, which is referrals, which are great, very, very powerful, or you can use testimonials or case studies.
You can actually demonstrate how good you are, demonstrate your expertise, using a lead magnet by giving them something of value that they can use immediately to give them some level of transformation for their business, so not necessarily a massive transformation but to actually click something in their brain, to actually alert them to know that you are an expert.
Andrew: So that’s a great point worth repeating. The purpose of the lead magnet, really I think you can think of it as twofold. Number one is to get that email address, so you can stay in touch with them. But number two is to start positioning yourself as an authority in their minds, which is equally important for developing that relationship.
Kenny: Yeah. What is authority? Well, it’s know, like, trust and desire. That’s exactly what this does. It’s really, really powerful.
Andrew: By the way, I would like to clarify one thing. So you the listener, you may actually have content already that you sell online and we’re not at all suggesting they need to turn all of your paid content into free lead magnets. The idea is to define something that you can offer for free, something high value that you can offer for free in exchange for these emails. As Kenny does, you may still have many other options of paid content that you have as later opt-ins.
But getting people to pay something is a higher hurdle. So offering something for free just in exchange for an email is really the easiest barrier to entry to cross and the easiest way to get them into your lists.
Kenny: Absolutely. You can test this as well. You can – what we’re doing, what you’re going to test, is having an actual page one-time offer. So a small course on the thank you page. So people sign up to the free lead magnet and then there’s a video waiting for them on the thank you page, saying, “Hey, great! Glad you signed up for that lead magnet there. Glad you signed up for that report there. You may also be interested in this, which is a bit more substantial and it’s going to cost you $97.”
That allows me to build a list of payers as well. It also allows me to – it’s called a self-liquidating offer there, because it allows me to actually use the money raised by that one-time offer on the thank you page to actually pump back into advertising to generate more leads.
Andrew: That’s the right order to do it in. Offer that high value free content first and then when they’ve shown that they’re a good enough prospect, that they’ve taken that, then offer the upsell with the paid version.
Kenny: Exactly. Now just going back to the lead magnet, another few points of why it’s important is it also allows you to address the prospect’s questions and objections in there as well. So if you’ve got their attention and they download your report, then you can get the questions that they might ask in there answered and also any objections that you think they might come up with. Just again cutting down that friction before you actually have a conversation with them.
Also it allows you to qualify them in or out before wasting time with any personal contact which saves their time and your time as well. It also allows you to communicate and build relationships on scale.
Before we had this technology, generating leads was pretty difficult. The old school way of doing it was telephone calls, lots and lots of telephone calls whereas this really leverages you. It allows you to speak to a lot of people on scale at once.
Andrew: I will just add Kenny. You mentioned before that you can use it to address prospect questions and objections that they might have, that might prevent them from taking the next step with you.
Absolutely you can do that and the lead magnet – a good lead magnet lets you do it in a way where they’re not even aware that you’re doing that. You’re not saying, “Here’s an objection you may have to my service and here’s my answer.”
You’re presenting it in the context of the whole story about them and how you’re helping them and it just comes out naturally. I will go into that a little bit later.
Kenny: Great point! Really good point, because subtlety here is the way to do this, to just go in under the radar, to really make them feel comfortable and give them value. That’s the big key here. Make sure that you give them value. Give them something that they will take away and be happy with, the value in advance.
I just wanted to cover here. I have seven steps to creating a lead magnet and I just wanted to go through those seven steps and then ask you whether you’ve got any high impact thoughts on lead magnet specifically for consultants. So seven steps to creating a lead magnet in my book are – well, first step is to review your persona. We went deep into personas last week in episode six.
So if you’ve not listened to that, I would listen to that before you follow these steps. So review your persona.
Step two then, decide on what type you’re going to do. Is it going to be a how-to guide? Is it going to be a report? Is it going to be a checklist? Your prospects might love checklists and see you as a guru. So they want your checklist. It might be a resource list, like I sometimes do. I like to do five tools, five cheap or five free or dirt cheap tools that will show you how to do X, Y and Z. It could be a mind map or process, blueprint, template or an interview or a webinar. Decide the type.
Then step three, decide what kind of topics you’re going to cover in there. Is it going to be common client questions? Is it going to be bottlenecks that clients tend to get? Is it going to be initial speed bumps that clients get who start off in your market? Are you going to cover those initial speed bumps? Start there and then move on to something more powerful beyond that, so they get strategy sessions or go into something more powerful. Is it going to be, like I said before, an essential tools guide?
Then step four, get started by getting it down on paper. Write it down first. Get your creative juices going. Just write everything down on paper, all the different facets of this lead magnet or this report or webinar. Get it down on paper and brainstorm and mind map it.
Also at this point, you might want to get some feedback. Ask your current clients what their thoughts are on it. Really powerful Andrew to go in there and ask your current clients. Ask them their feedback. This will really, really help.
Andrew: I would say don’t be afraid that – if you have a good relationship with your clients, most of them will be happy to give you feedback if you can make it easy for them.
Kenny: Yeah, and they love being involved in that and they love seeing the finished article and knowing that they played a part in it as well.
Then step five, structure it, and the way I like to structure a lot of my content would usually be a hook at the beginning. So why this is important to them right now and then some level of a promise there, so what it is and the results they would get from it.
Then I like to move into what I like to call the bond or the story. This is where you can really bond with them using the story. Story of why you created this and the background to it. People always love a story.
Then the juicy content in the middle there, so golden nuggets and solutions there and then I pretty much nip in a call to action there, so exactly what they should do next. If it’s a report, I will generally then put some information about myself after that. I don’t put it at the beginning or before the call to action because sometimes people aren’t really bothered about me. They just want to know what’s in it for them.
So I kind of put that at the end, so my story, my credibility. If it’s a longer amount of time that I’m asking from people, so like a webinar or something, then I will put that at the beginning of the webinar, just so that they know that I’m someone of substance and that they should be listening to me.
So that’s the structure of it. Then six, create a powerful headline and I could do – I think we could do a whole show on headlines Andrew because they’re so important. They’re so important to get people to click and open and sign up.
So create a powerful headline there and then step seven, create your lead magnet. That’s it. Just get your lead magnet out there. The way you should talk to people within your lead magnet with anything really, whether it’s a blog post or it’s a report or whatever you’re doing to get leads, talk as if you’re talking to one person.
So just imagine that you and your ideal client are having a coffee and you use the words “you,” and “your” a lot and be very, very personable.
Andrew: Yeah. That’s something we try to do in this podcast too is use the word “you,” rather than “all of you,” or “all you listeners out there”. We don’t always succeed. It’s easy to slip but that’s the right frame of mind to try to maintain.
Kenny: Exactly, exactly. Now I will just go through – in fact, if you could go through any points you have to add there Andrew, that would be great. If you could go a little bit more narrow, that would be good and then what I will finish off with is rules of thumb for a lead magnet.
Andrew: Yeah, that’s perfect. So what I really wanted to talk about was my favourite type of lead magnet, which is the special report, which I think you the listener may also be interested in doing. Perhaps you already have done such version.
I think this works really well because it doesn’t require a big commitment. If you’re signing up for a webinar or a video, well that’s obviously some big chunk of your time just to watch it.
Special report, it’s easy to scan for the pieces you care about. It’s something substantial. You can print it out if you want to, which a lot of people still like to do.
So it’s a great way of creating a lead magnet. It’s very popular. I’m sure you’ve seen some examples online. So what I want to talk about is really the goals for this and then the key elements to really make it work.
I like the way you laid it out Kenny with – starting with a promise and then your personal bond and then the gold nuggets. I have a slightly different approach but they’re certainly complementary here.
I just have a slightly different way of thinking about it that may help you as you’re developing your lead magnet. So first the goals. Again the goal is to excite them to take a further step with you.
You’ve already gotten their emails. They have the lead magnet now and you want to build your authority with them and get them excited to work with you possibly in the future and plant that seed in their mind. So that’s one goal of your lead magnet.
The other goal of course is that even if they’re not ready to take that step today, you’re going to stay in touch with them over time and just the fact that they’ve taken a step to download this lead magnet and sign up helps you to do that.
Another purpose to keep in mind for this is that you really don’t want to give everything away in a special report. You want it to be valuable. You want to tell them what they need to do, but you don’t want to tell them necessarily all the details of how to do it.
There are a couple of reasons for that. One is it can make your special report really, really long if you go into all the details of how they need to do whatever it is that you’re talking about. But also you want them to contact you when they’re ready for the how.
If you tell them what to do and make it very clear and give the scope, you will have some readers who say, “You know what? This makes perfect sense. But it’s not something I want to spend my time doing. Maybe I should contact Andrew for that.”
Kenny: Also you can overwhelm them and you don’t want to overwhelm them at this point. Another way of doing it is going really deep in a couple of areas. So if you’ve got a five-step report, go really deep in a couple of areas just to really show your expertise and then go lighter in other areas.
Andrew: Yes. You can gauge that based on who you’re talking to, what you think they really need to hear, and keep in mind you’re not writing a book. It’s a special report. It could be 10 pages, 20 pages when it’s all laid out. But you don’t want to go too much longer than that because you want it to be consumed. You want them to get to the end where you’re giving your offer and other information that I will get to in just a second.
So again those are the goals. Now, how do you go about creating it? Well, here’s the structure I like to follow. First, you definitely need that irresistible title which Kenny mentioned before and there’s a lot that goes into that. It has got to be engaging. It has to be emotional. It has to speak to their needs and perhaps we need to do another show just on that.
So that’s a little bit too much for today. But you do need that irresistible title. Then as you start writing it and laying it out, make sure you start in their world. As Kenny mentioned before, a lot of people may not care to learn about him, at least right away, or whoever you are. That’s absolutely true.
New prospects, they’re always asking the question, “What’s in it for me?” They’re not going to care about you until they know that you have the potential to do something for them that they care about.
So you always need to start in their world and the flow I like to follow here is problem-pain-solution. Start with talking about the problem they’re facing and the pain that it’s causing them, right?
Don’t just say that you understand there’s a problem. But go into why that really matters to them. What sort of pain does that cause in their professional life, in their personal life? Show that you really understand this. Show that you understand it even better than they do.
That’s going to immediately connect with them and get them enthusiastic about seeing what comes next because you’ve proven you get them probably better than anyone else does.
So once you’ve done that, you’ve shown you understand their problem, their pain. Then you can present your solution as the perfect solution for their problem, the perfect solve for their pain and they will be receptive to it because you’ve opened that wound. You stirred up the pain and by the way, there’s nothing underhanded about doing that.
There’s nothing untoward or immoral about stirring up that pain and making them feel the pain. What you’re doing is helping them realise the full extent of the problem that they’re having and getting them to a point where they’re going to take the action that they need to take. You’re doing them a favour by helping them have that experience and then presenting your solution.
Kenny: Just to you as a listener, I just want to qualify that Andrew definitely is sadistic. He talks about pain nonstop.
Andrew: Yes, but only offline. I’m not doing the [0:25:02] [Inaudible]. Oh boy, you’re giving me a great reputation here Kenny. Now, once you’ve done that, once you’ve gone through the problem, pain and solution, then you do want to provide enough detail so they can take some concrete steps on their own.
So as Kenny said, you can stay very high level in some cases. Go to a slightly lower level in other cases, but definitely give them something they can do today, some clear, concrete, relatively easy action they can take today to start making progress. So they’re going to feel like they’re really getting something out of the special reports that you’re giving them.
That’s really the main meat of it. But there are some other things that are just as important. We talked about the necessity of social proof and proving that you know what you’re talking about. So a great thing to add to a special report is that short case study with a testimonial that shows how this has worked for someone else.
Ideally give some hard numbers. Ideally it includes a quote from that other client of yours that this has worked so well for. So they can see that you’re not just making this up. It actually does work in the real world. Here’s a real person that it has worked for. That real person is like me and it all becomes more relevant and more compelling.
Then there are two more pieces here. After you have all the content and the case study, you need that clear call to action that Kenny mentioned. So there will be some people again who just aren’t ready for it yet. But for those who are, make it very easy. Spell out what you can do for them and the very easy next step of engagement with you, which may be just clicking a link to go back to your website to contact you or giving a phone number for them to call.
Whatever it is, there will be some percentage of folks who are ready for that, so make it easy for them. Then I do conclude with a brief bio at the end. So if anybody wants to know a little bit more about me, there it is at the end. At that point, they probably do care, so it’s the right time to present that information. Again that helps build the authority and credibility that goes along with encouraging them to take the right next step.
Kenny: Great steps there. Thank you for that. I will just cover very quickly the rules of thumb and then we will move on to the next part of the show.
Rules of thumb I think are number one, think instant gratification. You really want to grab people’s attention there and then. People want instant gratification. So just have that in the back of your mind when you’re thinking about creating a lead magnet.
Always think as Andrew said there what’s in it for the client, not you. Short term fix leading to long term solution, usually the paid solution, which is using your services. You want to give them a short term fix because as what Andrew alluded to there, it’s all about wetting their appetite at this point.
Get your ideas down quickly and get on with it. When I first started creating lead magnets, it would take me weeks if not months. You don’t want to do that. You want to get on with it as soon as possible and get it done. Don’t be a perfectionist around this.
Andrew: Yeah. I will say that getting a lead magnet out there is infinitely better than not getting a perfect lead magnet out there.
Kenny: Exactly. So what’s the saying? Imperfect action is better than perfect inaction.
Andrew: Or don’t let the perfect be the enemy of the good is another way of saying it.
Kenny: I like it. Give yourself a deadline to finish and don’t go over that. Stick to your deadline. Also with this, think – as we mentioned before, think quality over quantity. It can even be a two-page report. If you think your audience have got a short attention span, then a two-page report, two to ten pages.
If it’s a video, 10 to 15-minute video. Your audience might want more than that. They might want a four-part video series. But test it and start small and work your way outwards.
Don’t overwhelm them as I mentioned before. This is a real problem that people do. They want to give people too much and they end up overwhelming them. Always leave them wanting more.
Andrew: So as to not overwhelm you, the listener, let me just mention that when we talk about testing, that’s a long term position to get into where you’re testing different lead magnets with different audiences. To get started, just pick the one type of lead magnet that you think is going to work best and get it out there. Then you can build from there.
Kenny: As we say, a lead magnet that’s out there is better than a lead magnet that you’re currently working on, on an ongoing basis.
Andrew: So let me just mention Kenny, just before we move on to the client question, that Kenny and I will both post on this episode on the website our own lead magnet examples. So you guys can all go take a look and see how we’ve done it.
Kenny: Yeah, sounds good. OK. So questions from clients and it’s my turn this week. So a question I’ve had this week is how to increase attendance rate of webinars because we all know that attendance rates are dropping and that’s just because there are so many webinars out there. It’s so much easier for people to put on a webinar now. So the market, whatever market you’re in, it’s probably getting fairly saturated. So my answer to that was –
Andrew: In fact Kenny, if I could just add to that, one other big reason that attendance rate is dropping so much is that most people who do webinars will make the webinar available by video afterwards as well. So you don’t even have to show up. People are getting used to that. So why bother attending if I can watch it later on my own time, at my own time?
Kenny: The curse of the replay. So what I say to them in this instance, because we all want to increase our attendance rates of webinars, so use your thank you page. I mentioned a use of a thank you page before, by putting in some sort of one-time offer on there. Well, you can use that thank you page to have a video on there or you could just have another post on there just telling them what to expect from the webinar, giving them further information, crushing any kind of objections that they might have.
Just instilling that trust and differentiating yourself from everyone else out there, because not many people will have a video on the thank you page. Have a video of you if you can and if you come to love it, face the camera, just so they can get to see that you’re a real person behind the webinar.
Then before the webinar, once they’ve signed up, once they’ve become a lead, have a follow-up system before the webinar. So you might send them an email with a cheat sheet on it, so that kind of gives them a little bit of intrigue. This is a cheat sheet for the webinar, what they’re going to get, or it could be a sheet that they fill out on the webinar. So it has got blanks in there and it gives them a little bit of an indication of what they’re going to learn.
Send them a video before the webinar, telling them that they need to watch this again, covering some hot tips that you might have, that you’re going to go into further detail in the webinar.
Again, give them a little bit to wet their appetite. Again, it gives you another chance to cover any possible objections. Then of course send reminders on the day of the webinar. I generally send three or four on the day of the webinar. I will send one sort of like in the morning if it’s an evening webinar. Then I will send one four hours before, one hour before and one 15 minutes before.
So that is how I increase my attendance rate of my webinars by being different from everyone else out there who just sends an email out there, don’t have anything on the thank you page and then just expects everyone to turn up on the day of the webinar.
Andrew: Kenny, what sort of improvements over time have you seen since you started implementing these sorts of systems?
Kenny: Well, it’s a tough one to calculate Andrew just because I’ve – I implemented pretty much lots of things all at once which is a stupid thing to do. You should do it bit by bit. I just wanted to see a big increase and I saw an increase when I kind of put all of that together of about 15 percent.
So it wasn’t a huge increase but it was at a time where it was probably about four months afterwards that I started doing webinars again and four months previous to that, it wasn’t as saturated, the market. So possibly if I had done it the day after my last webinar, I might have seen a 20 percent or maybe 30 percent increase. But it will give you a decent increase there and you’ve got to remember my market is pretty saturated. There are a lot of people promoting products and services to coaches and consultants.
Andrew: Just one comment you made, you said you should have done these things one step at a time to measure the difference. If you have the resources and time, that’s great. Then you can really measure how each piece of marketing is effective for you.
But if you don’t, and if you’re just trying to move as fast as possible, there’s nothing wrong with doing all the best practices at once, and just going for it because a lot of us don’t have the time or the resources to really test and measure every little bit. So there’s a lot of value in just moving quickly.
Kenny: Exactly. Exactly. That brings us nicely onto the tip of the week and this week, it’s your turn Andrew.
Andrew: Yeah, the tip of the week. So I wanted to go a little bit more deeply into this lead magnet opt-in flow because this is very important. You might imagine – probably the simplest way you can imagine doing it would be putting a form on your website that asks for the email and maybe their name. Once they enter the email and click a button, then they go to a page immediately that has the special report or whatever the lead magnet is, that they can download and consume.
Don’t do that. The reason I’m saying don’t do that is because you want to make sure that they’re giving you a valid email address. It’s wonderful that you’ve produced the greatest lead magnet ever known to the web but that’s only fully valuable to you if you get a valid email in exchange for it.
So you have a couple of good options here. First of all, you’re going to be using some sort of third party service like MailChimp or AWeber or Infusionsoft to handle the opt-ins for you, managing the email list, et cetera.
You may be familiar with double opt-ins, single opt-ins. A double opt-in just sends them an extra email that they have to click on to confirm that they want to receive this content. That’s the way to create higher quality lists. With a single opt-in, they don’t need to do that. Essentially that’s the difference.
So to make sure that you’re getting a valid email, you have two options here. If you’re using a double opt-in approach, then when that email goes out to them, asking them to click, to confirm that they want this content, after they click that link, have it redirect them to the page where they can then download the lead magnet.
So they’ve received the email. It’s a valid email. They’ve confirmed they want this and then they get the lead magnet.
The second option if you’re just using a single opt-in, then once they submit their email address, you send them an email either manually or automatically through your MailChimp, AWeber, Infusionsoft tool. That includes a link to the download.
So if they enter an incorrect email address or intentionally enter garbage email address, they don’t get the lead magnet. I will just repeat that. If they don’t provide a valid email, they don’t get your lead magnet. That’s OK. This will get you more valid emails and very importantly, if you’re tracking conversions, if you’re using any sort of paid advertising and tracking your conversions which you should be doing, then this process will ensure meaningful conversions. It’s people who really want this content and people are going to stay in touch with you over time.
So I really encourage you in summary, don’t just direct people immediately to the lead magnet. Make sure you’re getting a valid email address first.
Kenny: Great tips there. Another tip, if you really want to increase real email addresses, is maybe on your button, you could have something like, “Send me the report.”
Just that kind of subconscious word of “send” rather than “Download the report,” might just increase the amount of real email addresses that are put in there. But again, test it, because it might massively affect your conversion rate because people do like the word “download,” download the report. It means instant – that’s that instant gratification again.
Andrew: I handle that in a similar way. In the email address field, I have a little placeholder text that says, “Email address (This is where the special report will be sent to.)” So it’s very clear that they need to put in a valid email.
Kenny: Great, great. Really good tips there. Thank you for that. Now, we move on to inspiration of the week. So this week, it is my turn and the inspiration of this week is my little daughter. Your daughter has been inspiration of the week in one of the episodes Andrew.
Well, this week it’s Lottie, my little three-year-old daughter. We’ve just had the arrival of Sam in the last couple of weeks, who’s her little brother. She didn’t like it. She did not like it. Mommy was being taken away from her and all of that attention, that full focus she had for me and her mum, my wife Kate, was – I was giving her lots of attention, but she wasn’t getting as much from her mum. So she got very angry and kind of hurt about it.
Roll forward a couple of weeks, she’s loving it and she’s cuddling him. She’s adapted to the situation and that was my inspiration of the week, just how adaptable we can be and resilient we can be as human beings, and how quickly children adapt. It has taken a couple of weeks. It has been a massive life change in her whole life of three years. She has only ever had full-on attention and it was taken away overnight and she was very, very angry.
Fast forward a couple of weeks, she’s adapted and there’s a takeaway you can take from that. You will get business challenges, big business challenges. You will get marketing challenges. There are all sorts of challenges and you’ve just got to remember that you are resilient. You are adaptable. Sometimes you don’t feel like you are at the time. But it’s our perception of what is going on for us. It’s not usually the thing that is going on. It’s our perception of it.
I’m reading a great book at the moment called The Obstacle is the Way by Ryan Holiday and I would really highly recommend it and it covers a lot of that. How we perceive things is our actual problem. We are really adaptable and if you look back at some of the crises, crises that have gone on in your life, you will notice that you have always adapted. You’ve always been resilient and you’ve always got through it.
It’s usually – you’ve usually made mountains out of molehills. So it was Lottie there who gave me that inspiration. I was reading this book at the time and I just felt very inspired this week about how adaptable we can be as human beings.
Andrew: I really agree with that Kenny. When they interview very successful businesspeople, world leaders and ask them what are the key characteristics for success, you often expect you might hear hard work, intelligence, networking, all these different things. But the number one answer is always resilience because we all face obstacles. It’s the people who work to overcome them that eventually succeed.
Kenny: Yeah, absolutely. It’s those that see the obstacle as an opportunity that usually succeed.
Andrew: And I certainly wish we could all be as resilient as kids in so many ways. We have to try to work through to retain that ability as adults but it’s definitely still there.
Kenny: Exactly. Now, what have we got for next week then?
Andrew: Well, we’ve hinted at this in a number of episodes and certainly today’s episode about lead magnets, this is really applicable and that’s the topic of landing pages. So I think we need to spend a whole episode on landing pages. Again, at the highest level, a landing page is just the first page that a new prospect experiences on your site and that first impression is absolutely critical. It’s critical for the lead magnets. It’s critical for people contacting you and everything else.
So in next week’s episode, we’re going to go into all the ins and outs of creating a highly effective landing page.