Aug. 2, 2025
Ep 148: Your Lead Magnet Is the First Step to Filling Your Sales Pipeline
Send us a text Struggling to turn website visitors into customers? The missing piece might be a strategically crafted lead magnet that does more than just collect email addresses. In this workshop replay, I break down my framework for creating lead magnets that actually convert to sales. We dive deep into how your lead magnet should function as the first step in your customer's journey, connecting directly to your gateway offer and signature service. You'll discover why the most effective le...
Struggling to turn website visitors into customers? The missing piece might be a strategically crafted lead magnet that does more than just collect email addresses.
In this workshop replay, I break down my framework for creating lead magnets that actually convert to sales. We dive deep into how your lead magnet should function as the first step in your customer's journey, connecting directly to your gateway offer and signature service. You'll discover why the most effective lead magnets mirror the experience of working with you and how this simple shift can dramatically improve your conversion rates.
Beyond just theory, I walk through the exact process for identifying your ideal lead magnet topic, choosing the right format, structuring it effectively, and setting up the technical components for seamless delivery. You'll learn how to use your thank you page as a selling tool and how to promote your lead magnet to reach your ideal clients.
What makes this approach different is the focus on strategic alignment. Your lead magnet shouldn't be a standalone piece of content—it should be the first step in a carefully designed journey that leads naturally to your paid offerings.
Whether you're creating your first lead magnet or optimizing existing ones, this episode provides the blueprint for transforming your lead generation system from merely collecting emails to consistently creating qualified prospects who understand your value and are ready to buy.
Ready to revolutionize your marketing funnel? Listen now, and don't forget to subscribe to Tiny Marketing for more actionable marketing strategies.
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01:35 - Introduction to Lead Magnet Workshop
02:45 - Understanding Lead Magnets and Offers
09:22 - Identifying Your Target Audience
16:32 - Choosing the Right Lead Magnet Format
25:00 - Creating Compelling Lead Magnet Topics
30:13 - Structuring Your Lead Magnet
33:36 - Setting Up Technical Components
37:09 - Promoting Your Lead Magnet Effectively
40:16 - Selling Through Your Lead Magnet
WEBVTT
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I'm Sarah Noelle Block and this is the Uncut Summer Series on Tiny Marketing.
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This is episode 148.
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I am sharing a live workshop recording on how to craft a killer lead magnet.
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Enjoy, okay, sweet.
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So that comment loaded.
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You guys have the workbook, the copy-only version, and we'll get into it.
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So the first thing we're going to do today is identify your target audience.
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The lead magnet needs to work in conjunction with your bigger offers, your signature offer and your gateway offer your bigger offers, your signature offer and your gateway offer.
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So you want to identify who your target audience is for each of these, and your lead magnet should be the first thing that they would need to do in order to go into your gateway offer.
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And for anybody who doesn't know what signature offer, offer, gateway Offer, lead Magnet is, let me just give you a little rundown, the quick dictionary version of it.
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Okay, a lead magnet is a gated piece of content that's valuable on its own and it's something that someone would submit their email address for to gain access to.
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So lead magnets are often PDF downloads, guides, they could be workbooks, they could be bundles of templates, a masterclass I have a whole list in here, but those are lead magnets and what you want them to do is you want them to understand the why and the what of your signature offer.
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So if you are selling here, well let's say you're an event marketer and you are selling a program where you're teaching people that event marketing is a great way to gain clients, that's how you can fill your pipeline.
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So that will be the example that I'll just carry through in this workshop.
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So a good lead magnet for someone with that for that service would be to teach them why event marketing works so well to fill your sales pipeline.
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So it could be like three reasons why events are the easiest way to fill your sales pipeline could be one or a what could be it so like what are four activities that actually odds work better?
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So what are five activities that you could do to fill your sales pipeline?
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Those are examples of what lead magnets would be great to lead into that signature offer.
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Now the goal is for your lead magnet to lean directly to your gateway offer.
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What is a gateway offer?
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A gateway offer is a high value, low-cost entry point for potential clients.
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So it needs to be an easy, no-brainer yes for people.
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They need to be able to.
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It needs to be a price point where you don't need a ton of approval from higher-ups in order to say yes, and it's low enough where they're like okay, it's worth testing this person out with this.
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And what you would want that gateway offer to do is one, identify the entire scope of what they would need to solve their problem.
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Two, build trust with them.
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And three, help you identify the easiest path for them to succeed.
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The easiest path for them to succeed, and it should include elements like an interview, a workshop, something where you're talking to them, you're interacting with them, and then a documented piece that builds out a strategy, an audit, a roadmap, something like that.
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Charge for those, in case you're tempted to give those away for free, like a lead magnet.
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Don't charge for those.
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Okay, so your lead magnet needs to lead to the gateway offer, which the gateway offer then leads to the signature offer.
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All right, I'm going to pull my screen back up so we can get into the gist of it now that the dictionary terms are there.
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All right, the first thing we're going to do is identify our target audience for this lead magnet.
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You don't want to target everyone.
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In fact, if you can name the niche that you are targeting within the title of your lead magnet, it's even better.
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You want to be as specific as possible.
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You need to identify why they need your solution and who they are.
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So let's take some time to do that.
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I'm going to set a 5-minute timer.
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I'm actually using YouTube, so there will probably be a commercial.
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My apologies, but right now what I want you to do is, in another tab, go to ChatGP team and you're going to use these prompts.
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So prompt one is build a persona for whoever that person is and then describe it.
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So I have revenue, industry and location.
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Those are just examples.
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You would want to fill in any of the information that you already know about your target audience.
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Those are just examples of what you can put in.
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The goals of this person are.
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So the goals that you want to put are the reasons that they would be coming to you in the first place.
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What is the problem that they're experiencing that they need a solution to?
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So that's what the goals are, and then include any specific things that you already know about it.
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So the pain points they're going through what decision criteria that they are going to use to select you or someone else, things like that.
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So go into ChatGPT and do that.
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And then your next one would be what would trigger this person to find a solution for this problem?
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And number three is what transformation would they hope for?
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So those are the three prompts that I want you to put in and you'll also have.
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You can put in the information right here that ChatGPT spits out for you.
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So put it in your workbook.
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I'm going to set the five minute timer now.
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Well, four minutes and 58 seconds and I'm going to let you work.
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Alrighty, let me turn off that commercial, okay.
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So that should give you a good idea of is to help you start brainstorming what would make sense for your lead magnets.
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Now you have the goals that they want, you have the pain points, the decision criteria, and you have the triggers what's causing them to seek out your solution in the first place and what transformation they hope for.
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So I want you, right in here, to take what you learned from that chat GPT prompt oh, let me remove my comment and put it right here and then look at what are the challenges that you can address using a lead magnet.
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That will go right here.
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Now, as you're mulling that over, I'm going to move on to the next piece.
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What are the ideal lead magnet formats?
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So if you've watched any of my master classes on my personal framework that I take my clients through, then you know that I recommend having a passive lead magnet and an active lead magnet.
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So a passive lead magnet is something that is always on.
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It lives on your website.
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It can be a pop-up, it can be a little bar that sits at the top of your website, it can be in your email signatures, it can be in your social media header images, all over the place.
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It's always on and it's always slowly dripping new leads into your funnel.
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That's why it's always good to have.
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It's evergreen and it's always working for you.
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An active lead magnet is time-sensitive and it brings in a flood of new leads at once.
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So this would look like a virtual summit, an audio summit, a workshop, a webinar, something that is time-sensitive and is only available for a set amount of time.
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So today's focus is on a passive lead magnet.
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So those can look like PDF downloads, ebooks, webinars, masterclasses, mini courses that are evergreen, on demand workshops specifically ones that are pre-recorded, quizzes.
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Templates do amazing.
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Template bundles are even better If you have a whole bunch of resources that you're already using in your business or you supply to your clients.
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Putting them in a bundle that people can download is very appetizing for potential customers.
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And tools like calculators, audits, or little mini like AI apps Maybe you have a chat GPT that you've engineered for your clients.
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That could even be a lead magnet.
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So these are your options for passive lead magnets.
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What you want to do is you want to look at the problems that your customer is going through your signature offer and gateway offer and identify what would make sense for a great lead magnet.
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Remember, you would want something that is creating more why and what content for your potential clients.
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Because you're supplying the how in the gateway offer and then you're executing in the signature offer.
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So you want them to understand why the method that you're taking them through makes sense.
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So when you're deciding on topics, that's the direction you should go in, or what methods would make sense, or what strategies would make sense for them to go from point A the challenge to point B the solution, the transformation.
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So those are some things that you will want to identify.
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Let's pop over to the workbook for a second and I want you to put in here some ideas.
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What challenges can you address in this lead magnet.
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Right here is the perfect spot for you to start identifying possible lead magnets and right here is a dropdown of what lead magnet type you would want.
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Now let's go through, like how do you decide what lead magnet would work best for your audience?
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You want to think about their time.
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How much time do they have available to consume your content?
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What is their preferred medium?
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And here's another thing that I've never talked about before publicly, but is a big difference, like something that I always include and I have my clients always include that I never talk about.
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But your lead magnet should match the experience of your offer, match the experience of your offer.
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So let's say your offer is around, like maybe you have an audio course, it's an audio training and then once they consume the content of it and put together their drafts, and then you do a one-to-one workshop where you review the content that they've created.
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I'm just making this up on the fly.
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So let's say that's your signature offer.
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You would want the lead magnet then to mirror that experience.
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So your lead magnet would make the most sense.
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Like, if you're using audio format to deliver your experience, then doing a private podcast feed would make sense for your lead magnet format.
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You want the lead magnet to mirror the experience of working with you, so they get used to the idea of how you work with them.
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So start getting that in your brain and letting it tickle a little bit to try and think about how you can get your lead magnet format to mirror the experience of working with you.
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Okay, so some other things to consider when you're creating your lead magnet.
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What content medium does your audience prefer?
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Does your audience prefer If your core content is a YouTube show and that's where your leads are coming in then it's fair to say that they'll probably like a masterclass or a webinar, so those would make sense for you.
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Whereas if your core content that is attracting new clients is social media, for example, then they might like something that's more written version of it, or they might like prompts.
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So you want it to mirror the same experience.
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So what kind of content do they ask for?
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A lot of times we ignore what's right in front of our face, and our clients are asking for specific types of things.
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For example, I have a podcast and I am constantly being asked to share the video version of it, to publish it on YouTube, so I know that my audience wants video.
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They're craving it because they're telling me that they want it, and it's very likely.
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By the way, I'm not because I'm lazy.
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I don't want to edit the podcast for video Eventually I will but what you want is to just listen.
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Listen to them.
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What kind of content do they crave?
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I interview my own clients' customers a lot when we're trying to decide on their lead magnet, and it's crazy how far off our assumptions are from what they actually want.
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If you just ask what they like, they'll tell you.
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So, for example, one of my clients was like I think they'd want a PDF download.
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That was their hypothesis.
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And then I went and interviewed their customers and they wanted an on-demand course.
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So it's completely different.
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So just have conversations with your customers and ask what they prefer.
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What do you feel most comfortable with?
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You're the one creating this and delivering it, so make sure that it's a medium that you feel comfortable with.
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If you don't feel confident in architecting a quiz, for example, then either don't do it or hire someone else to do it.
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And what can you create with resources you already have?
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Here's an amazing example that I bring up a lot, but I noticed in my Google Analytics that I had a couple blog posts that were killing it in search and like 50% of my traffic was coming to those two blog posts.
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So what did I do?
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I created a template based off of that blog post.
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It was about creating quarterly marketing plans.
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So I created a quarterly marketing plan template that people could use and download when they were consuming that blog, and it got like 100 downloads in the first week.
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So, looking at what makes sense for where you're already getting traffic, look at your analytics, see where your traffic is coming from.
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That would be like no brainer low hanging fruit lead magnets that would get you a bunch of leads at once.
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So those are great for list building, but using that, matching the experience and your target audience's pain points, those are for building genuine good leads that could convert to customers.
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So you got to decide Do you want a bigger list that you could potentially sell, like digital downloads to low-hanging fruit things to sell like digital downloads to low hanging fruit things too, or do you want to focus in on who's going to give me the best quality leads that would convert into an actual customer?
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Then you have to be a lot more strategic about it.
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So how do I identify the right topic for your lead magnet there?
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I just talked about this a little bit.
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Find what content is ranking well in Google on your website and you can bust in little lead magnets right there.
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Make it super easy.
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It could be someplace that you're already using.
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You just gate it.
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What's your most popular content?
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Let's say you have a podcast.
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Your Buzzsprout account is going to tell you which topics are ranking the highest, so you could create a lead magnet around that, because you already know tons of people are listening to this episode.
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I can create this lead magnet.
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Insert an ad into that episode and in the show notes page and boom, I'll instantly get downloads because people are already there.
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But social media posts were highly engaged.
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So go through your LinkedIn or whatever channel you use and look at the analytics.
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What posts did the best?
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There's probably a lead magnet idea in there.
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What posts did the best?
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There's probably a lead magnet idea in there.
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What questions are people asking online?
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So let's say you don't have a crazy engaged audience and those first three things just won't work because you don't have the audience or the core content yet.
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So go to like.
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Ask the public, go to like.
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Ask the public.
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Go to the forums that you spend time on.
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If you're on any communities, like entrepreneur stuff, for example, you can go in there and see what questions people are asking within your niche and that would be a great lead magnet too and then share it in that community.
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Duh, they already want it.
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And last, what questions do people ask on sales calls or in your social media comments?
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So whenever I see a trend in a question happening, I create a bonus episode on my podcast for it, so I can pull people over to my podcast and I don't have to answer the same question over and over again.
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But you can use this same method for your lead magnet.
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You keep getting the same questions over and over.
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That's a lead magnet, my friend, and someone has to submit their email in order to get it.
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So if you don't have the answers to any of those questions, survey your audience.
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The smartest thing that I ever did was add a survey in my signature of my email asking what content they wanted, what was their priorities for 2024?
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, and then I just had.
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It was a one question survey and it had all the ideas that I had been thinking of, things people have been asking me and I had them vote.
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And so many people voted and it made it really, really easy for me to understand what content they wanted and what lead magnets would make sense for them.
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So survey them, make it super easy for them to answer, put it in your email signature, put it on social media as a pinned post, put it everywhere that you can think of.
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You can also go on social media and just run a poll and see what people say.
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Put all of your ideas out there and go with whatever gets the most votes.
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You can also schedule connection calls that's just 15-minute calls with a few of your past clients and ask them what would interest them.
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What questions did they have early on in the process when they were trying to figure out a solution to the problem that you solve?
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That would have been helpful for them.
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They'll tell you.
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I ask this question all the time and they always have an answer.
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Let's pop over to the workshop or the workbook, okay.
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So right now I want you to go into the workbook and I want you to write down everything.
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Just start brain dumping.
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Everything you can think of right here Questions that they ask, comments that you get.
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What topics do they specifically come to you for.
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Start brain dumping it right here.
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As you're doing that, I'm going to keep on talking.
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So how do you structure your lead magnet?
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It's actually very specific.
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I think that a lot of times people build their lead magnets like they would any other type of content.
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They're just structuring it for education.
00:21:47.491 --> 00:22:02.145
But you want to remind them what the challenge is that they're going through, what is the pain that they're going through, and so they can understand by the end what that little win is that they're getting from your lead magnet.
00:22:02.145 --> 00:22:12.365
Remember, the faster that you can get someone a little win, the more they're going to be interested in your services.
00:22:12.365 --> 00:22:20.901
So when you're structuring your lead magnet, start with the challenge you're addressing and remind them why they needed this resource in the first place.
00:22:20.901 --> 00:22:28.594
The next thing you want to do is explain the transformation they can expect from the resource.
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So we talk about the challenge and then we explain what the outcome will be.
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This is what you'll get by the end of this leadback net and then teach the thing.
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So make it really easy to digest.
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You want a surface-level education, enough for them to get somewhere with it, move to the next step of their journey, but not so much that they get bogged down and it's overwhelming, and also not so much that they wouldn't want to move on to your gateway offer or your signature offer.
00:23:02.689 --> 00:23:06.634
And then, last, you want to end with an offer.
00:23:06.634 --> 00:23:14.919
So when you end with an offer, it should be in the thank you page and the reply email.
00:23:14.919 --> 00:23:19.586
So I'm going to get into that a little bit more in a second.
00:23:20.426 --> 00:23:23.788
First, we're going to create headlines and value propositions.
00:23:23.788 --> 00:23:33.295
So when you're creating your lead magnet, you need a sales type page for them to download that lead magnet from.
00:23:33.295 --> 00:23:46.343
So you want to first outline the lead magnet, write down your ideal customer's challenges related to that topic and then connect them with the benefits that they would get from that lead magnet.
00:23:46.343 --> 00:23:55.208
So, and then jot down the transformation they can expect from it.
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You want to connect everything to the challenge.
00:23:56.210 --> 00:24:07.402
So put down as you're brainstorming challenge the benefit that they get from the lead magnet, challenge the benefit they get from the lead magnet, connect the dots for them.
00:24:07.402 --> 00:24:08.727
So it's super easy.
00:24:08.727 --> 00:24:10.452
You want that on the download page.
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You want it as clear as possible for them to understand what they're getting.
00:24:14.744 --> 00:24:18.126
Let's pop over to the workbook.
00:24:18.126 --> 00:24:26.071
So right here you would outline your lead magnet, okay.
00:24:26.071 --> 00:24:35.597
So I am going to give you a couple minutes to do these two pieces.
00:24:35.597 --> 00:24:45.467
So I'm going to turn that five-minute timer back on and what I want you to do is write down your potential, your topic ideas.
00:24:45.467 --> 00:24:49.884
What are the questions that you're getting, what are the comments you're getting, what do people come to you for?
00:24:49.884 --> 00:24:57.797
And remember, keep it like what content and why content and then outline it.
00:24:57.797 --> 00:25:00.240
What's the challenge you're going to solve with that lead magnet?
00:25:00.240 --> 00:25:02.990
What transformation can they expect from it?
00:25:02.990 --> 00:25:12.257
Now, in the teach the thing part, just write down a couple bullets of what you would teach in that part and then what offer would lead to it.
00:25:12.257 --> 00:25:22.419
So a little bonus in your lead magnet is to add little pieces of authority throughout that lead magnet.
00:25:22.419 --> 00:25:36.944
So if you can put in reviews, like screenshots from reviews, or screenshots from DMs that you got, or case studies, customer results, things like that, just sprinkle them throughout the lead magnet.
00:25:36.944 --> 00:25:49.172
Okay, I'm going to set the five-minute timer and I want you to do these two pieces and then we'll come back and I'm going to teach you how to sell from your lead magnet.
00:25:49.172 --> 00:25:55.336
Let's see if I can go back to the beginning Five-minute time.
00:25:55.336 --> 00:25:58.357
All righty, let's pop back over.
00:25:58.357 --> 00:26:09.346
So at this point you should have brainstormed your topics for your lead magnet and outlined what it should look like.
00:26:09.346 --> 00:26:18.636
Right here you will write down the headlines and the value propositions for your lead magnet.
00:26:18.636 --> 00:26:26.971
So, remember, you want to look at what is the challenge they're experiencing and then how does this lead magnet solve it.
00:26:26.971 --> 00:26:29.817
So those are some pieces that you want to get into.
00:26:30.678 --> 00:26:36.755
Next up, let's talk about the tech pieces of it, so the technical pieces of it.
00:26:36.755 --> 00:26:42.506
When you are setting up your lead magnet, you need to have these three pages.
00:26:42.506 --> 00:26:49.622
You need the form page, which is the sales page that we were just working on right here.
00:26:49.622 --> 00:27:01.847
The thank you page that's where you're going to be selling and the delivery page Okay, so you want to automate everything that you can.
00:27:01.847 --> 00:27:05.342
So automatically send an email with the delivery.
00:27:05.342 --> 00:27:17.747
You want that lead magnet to be delivered via email In case people are putting in fake emails, if they have to submit their correct email in order to receive the lead magnet.
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