Are you ready to become the Hunted instead of the Hunter?
This is a straight to the point training I created that reveals, step by step, How To Create “Irresistible Lead Magnets” That Attract Your DREAM Clients!
I think you will really enjoy it, but most importantly, I desperately hope that you actually implement it into your business as soon as you’re done. Enjoy 🙂
If you don’t, you feel a sense of guilt or pressure, as if something is amiss deep in your psyche.
This sense of pressure is what psychologists call The Law of Reciprocity.
The Law of Reciprocity means that if I do something for you, you feel obligated to do something for me:
Cathy Truett, the Founder of Chick Fil A, built a 6-Billion Dollar per year empire leveraging this law by giving away samples of their chicken.
In traditional marketing, the Law of Reciprocity has often been used to bring in potential new clients. If you’ve ever sat through one of those timeshare presentation in exchange for a $100 gift card, then you’ve experienced the Law of Reciprocity first hand.
I’ve never sat through one, but I hear that they’re terrible!
And despite all the bad vibes you may have over timeshares, the Law of Reciprocity has proven to be a hugely powerful marketing tool for finding new clients.
In the the world of online marketing, we use things called “lead magnets” to harness the power of this principle.
How lead magnets usually work:
A person comes to a single page website (often called a “landing page/squeeze page/optin page”). In exchange for their email address, they get something of value to them. This could be a cheat sheet, a free guide, a video or some other valuable piece of content that will give them some type of pay off.
Lead magnets have been HUGELY helpful in allowing me to build my own business and attract potential clients.
But here’s the thing: lead magnets only work effectively when they are used the right way
In a sense, lead magnets are like bait used when fishing. If you don’t know how to use them, you’ll never get a bite. If you use the wrong bait or go fishing at the wrong time, you find yourself endlessly frustrated.
The more I work with coaches, consultants and service providers, the more I’m convinced that most people use lead magnets incorrectly (or don’t use them at all which is an even bigger mistake). They offer lead magnets at the wrong time or to people who are in the wrong mindset.
Most people mistakenly blame landing pages or Facebook ads, but most often, the reason your marketing fails is because your lead magnet, not your ad, doesn’t resonate well with potential leads.
In this article, I’m going to teach how to use lead magnets in order to EFFECTIVELY grow your business.
THE THREE TEMPERATURES
Using lead magnets effectively requires that you first understand that there are three “temperatures of leads” that you’re always dealing with regardless if you realize it or not. If you don’t understand these three “temperatures,” you’ll end up putting the wrong lead magnet in front of the wrong people at the wrong time.
Ice Cold Leads are potential customers who don’t know they have a problem, or they have a problem but it doesn’t seem like a big deal. They don’t know why they need your services. You could say they are in a “problem oriented” mindset.
To effectively engage with this audience, you need to offer them something that is low obligation, requiring no more than 2-5 minutes of their time. This is a lead magnet that won’t require much in return.
Lukewarm Leads are potential customers who know they have a problem and are looking for information about how they might solve that problem. They’re looking for a logical solution. Because they know they have a problem, they’re willing to give up more time when they’re looking for a solution. You can offer them something that is medium obligation that takes more of their time.
Piping Hot Leads are potential customers who are ready to work with you right now. They know they have a real problem. They react with emotion. They make conditional choices based on time, price, requirements, etc. If you can adequately identify and pinpoint their problem, you can create huge conversion rates with them.
Our job is to identify their current temperature, and then direct them to a lead magnet that suits their particular needs.
I can’t stress enough how important this is. Top conversion rates come when the right lead magnet is paired with the right temperature.
Ice Cold leads will get quick takeaway lead magnets that require a minimum time investment (under 5 minutes).
Lukewarm leads will receive lead magnets that require a little more investment, like long-form articles (10-30 minutes).
Piping Hot leads can handle the most commitment, and so they’ll receive lead magnets like webinars and strategy sessions (20-60 minutes).
How To Do Lead Magnets That RIGHT WAY
For example, in the Lukewarm Phase, we need to develop a lead magnet that will take 5-10 minutes to consume. No more, no less.
Downloadable PDF guides, around 6-8 pages, are a great way to stay within this time limit and pack in a lot of value.
Plus, a PDF is a fairly universal document. Users can easily view it in a variety of situations(from their phone or other mobile devices) without having to worry about video, audio, external programs, etc.
It’s low/medium obligation, presents a logical solution, and speaks to the Lukewarm lead mindset.
Ice Cold Example – Clicks To Clients Guide
Our Clicks To Clients Guide hits the 2-5 page sweet spot required for lead magnets in this temperature. It gives value, contains actionable information the user can implement, and can be consumed in less than 5 minutes.
Remember, users in this stage are not actively looking for any product/services, so you only have a short time to focus their attention on a potential problem in their life. In our case, that problem is not attracting their ideal clients, and the A.C.E methodology.
Lukewarm Example – 5-Day Client Attraction System Challenge
If you haven’t joined the 5-Day Client Attraction Challenge, you can check it out here. A step up from the Ice Cold phase and we’re officially in Lukewarm. Prospects in this stage have recognized a problem, are actively searching for information, and are more invested in the buying process.
This gives us the opportunity to put something in front of these prospects that contains more information. Our personal favorite at this stage is to use videos and challenges because you can pack in more information. It’s more engaging than copy, and you can easily adjust it to be consumed within 5-10 minutes.
Piping Hot Example – Webinars
We’ve kicked it into high gear now! Piping Hot prospects are the most engaged. They’re looking to make a purchase, and they just need that extra push to close the deal. In this stage we are talking specifically to that prospect and directly addressing their needs.
We want to answer any questions they have and really set ourselves apart from the competition. We tend to lean on webinars or strategy session calls for this stage. It’s a very personable way to interact with a person.
You can answer questions on the fly, AND you have the ability to alter your content on the fly based on feedback/responsiveness of your audience.
How To Do Lead Magnets WRONG!
Taking cold traffic from Facebook Ads – people who don’t know you – and inviting them to apply for a strategy call or attend a webinar is a lead magnet done wrong. It can work, but could be very expensive.
You’re expecting Ice Cold leads to make a Piping Hot leads choice with a high obligation. This simply won’t work. It’s the wrong lead magnet to the wrong person at the wrong time.
The reason so many people have low conversion rates on their landing pages is because they’re giving the wrong person the wrong lead magnet.
FINALLY, HOW TO MAKE IT ALL WORK
Given the amount of time and money you pour into creating your client attraction systems, the last thing you want to do is ruin it by messing up your lead magnet strategy.
This is why it’s critical that you know how to become the “hunted” simply by offering the “right” thing at the “right” time to the “right” person based on their mindset and where they are coming from.
If you want to dive deeper into create irresistible leads and build your client attraction system quickly, click here to join our 5-Day Client Attraction System Challenge!
Did This Help You? If so, I would greatly appreciate it if you commented below and let me know your thoughts.
Copyright 2017 – MARQUEL RUSSELL – All Rights Reserved
This is awesome. Thank you Marquel!! You are indeed a great teacher.
thanks a billion, Hope!