Most of us have hard drives full of lead magnets that we downloaded but never opened. The messaging of your lead magnet can be the key to your client.
In this episode of the Summer Remix Series, we are discussing how to create lead magnets that speak to your audience.
We are talking about common mistakes like overwhelming your audience by packing too much into your lead magnet, using expert language that might not resonate, or appealing to pain points in cases where aspirational messaging would be more successful.
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3 Big Take Aways
- Simplify your message by using natural language
- How to find the right motivation (addressing pain points versus aspirational messaging)
- How to avoid overwhelming your audience with packed lead magnets
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Melissa: All right. So now I'm going to move over to Patricia. Patricia: "I have an opportunity to post on Facebook. Should I do one offer or two? So do you want to tell us a little about that Patricia?
Patricia: Well, the opportunity is I'm a professional vision holder and I have a freebie about how to write,how to create a vision.
That's a 16 page workbook, but I also am looking at doing a healthy aging bootcamp that is around what is your vision for aging? And I'm thinking that it's getting to be too many pieces, but I could say you, the membership in the bootcamp is free. It's a free program, but you, as, as you sign up,you would get this 12 or the 16 page workbook.
Is that too complicated? Is that going to be too much or should I wait until they actually sign up to say as, as a special bonus, you get the book. I mean, where do I put it together?
Paul: Have any followup questions or have any input?
Jennifer: Hi, this is Jennifer. Sorry. I apparently like answering questions. Sorry. I'm on my phone. Raise my hand. So I guess my question is your bootcamp versus your PDF. Does the PDF help them accomplish the transformation? I'm sorry, your challenge. I forgot what you called it.No, you did call it a boot camp.
Does your PDF help them accomplish what the transformation of your boot camp is, does it contribute to that? Because then I see like a direct correlation on why you would provide that to them.
Patricia: The correlation is around using this tool to get clear about what healthy visioning would look like to you or how you want a healthy,that healthy aging would look like, what is your vision for healthy aging? And that's what you would use that tool for.
Jennifer: And how does that tie to the outcome of your boot camp? The transformation they get from that
Patricia: From my perspective, it's around a place to start the conversation around what things did you look at as, as how you would define your vision for healthy so it becomes a place to begin the dialogue because visions, as you know, are never a onetime event, there are constant refinement.
And so you would continually be working on that vision of what healthy aging looks like to you.
Jennifer: So if I'm understanding you correctly the bootcamp is about helping your folks actually kind of develop that vision statement and iterate through it.A couple of times, that's what the purpose of the boot is
Patricia: Correct. And to talk about healthy aging, just isn't what they say at the doctor's office. It's your spirituality, it's your relationships, it's your thinking. It's, you know, whatever, whether you want to do traveling or whatever can be part of your healthy aging, but you have to create that vision.
Jennifer: It almost sounds like the PDF is the in finger quotes, "textbook" of your bootcamp.
Jackie: Could be, yeah, it could be easily positioned in that way.
Paul: Erika, I see you have your hand up.
Erika: Patricia. I wonder if this isn't a case where you need to agitate the problem a little,maybe they don't, they don't get why it would be a problem. And then to not have a vision for healthy aging yet. And maybe the, I don't want to completely pull the rug out from under you in terms of what you already are daily out there doing for them, but maybe it would be more enticing if you help them to see they're missing.
Maybe you have something that says these five healthy components,vision of aging, or you don't well, then you might want to
Patricia: So the audience are 55 to 65 year old women. So that's, that's the audience that this would go to be in front of. And so I thought about, you know, I'm thinking it's too complicated to have the bootcamp opportunity to just be part of a discussion and to have the visioning workbook,but maybe the giveaway is a, you know, top 10 things to think about in healthy aging and leave it at that and then bring the workbook in as a secondary thing
Melissa: I love that.
Paul: That's so much normal languaging also for the everyday person that might not be ready and understand quite what visioning is, but allow you to segway them into your languaging and into your world.But that the average person that's in that age group is probably not waking up this morning saying, what is my visioning?
Like it's not that part of their natural languaging. So you have a better bait, sorry, there's a lot of hands going up. So I was like, ah, grin and Heather, sorry.
Melissa: I like that.That, that was a, that was a good nugget there. Heather, did you want to chime in?
Heather: So here's the thing. When I think about a lead magnet and when you're, you're trying to attract your audience, how are you either giving them a quick win and results because that's,what's going to keep them with you.
Or if the nature of what you do is that you don't feel you can do that. Then how are you creating something? That's one page that they're going to keep on their desk or on their refrigerator with a magnet that they're going to constantly reference. Like, I think those are one of the two aims that you have to go for.And I don't, I don't see that in either of those two things.
I feel like there's another step in front of it, much to what the point that somebody else made about. Maybe it's like, you know, 10 steps to healthy aging, but they've got to feel like they're getting a result from it or a win for you to,to draw them in and keep their attention long enough to learn the language that Paul talked about that's not normal to them to learn why they need you and why they should continue listening.
Patricia: Yeah. Thank you.
Kyrin: I think I agree just with what everyone said, the only thing that I'd add, I think I liked the idea of the ebook to be the,the next part of the journey. Once they've become climatized, I don't know what exactly you selling to them.
So that's on the backend. So if someone hasn't bought, you know, gone down that path, whether you can take them down this path, but it's another product, another lead gen, but then they know your language. I don't know what's on the back end,but what I've found, I love bonuses and what I find when I get too much too soon, I never use it and then become overwhelmed.
And that's what I find when I go in memberships. So just all this stuff sounds a lot. And I think people may run away because you don't have that micro-commitment in the microwave right up front.
Patricia: Okay.What You think that the top 10 steps to healthy aging, one sheet to put on the refrigerator would be a clear product to get them to that?
Kyrin: I personally think yes, because it allows that micro win that someone's just mentioned. It allows an easy, it also allows the language that someone knows already or that, you know, so you give people baby steps to get to where you want to.And then also what's interesting, I think is that we'd go into these things with a clear idea, but maybe when we start listening, they tell us where they want to go.
So when we have already dumped stuff onto them, we have nowhere to go. But giving them just like a teaser allows you to, you know, engage with them. But it also allows you to be soft and to listen and to allow them to direct you because ultimately you're taking them through your funnel through your path,but you allow them to tell you what that is.
I personally think less is best.
Patricia: Okay. Thank you. Thank you.
Paul: Anybody else? Oh, I see Mona.
Mona: Okay. I am really close to being your client. I mean, not your client, but in your avatar.
Mona: I have to tell you, I spend time trying not to think about aging. Well, I want to have language that makes me think I'm like, like the languaging sounds negative. Not, not like negative, but like, I don't want to think about that.
I don't want to think of 10 more things that I have to do that I'm not doing. I think it would be better to say something like the 10 things that people who look ageless, never forget to do. That I'm going to download then the, I typed in a whole bunch of stuff. I would give them little by little, like Paul just taught us in the, in the class today.
And I think the vision thing,which is what I'm doing with my membership right now, I found out that the vision board that I'm doing with them, which is the entire blueprint of what they have, which blueprint. Ooh, that's a good word for you. Okay. So the, the blueprint I did it as a workshop to get them started and then I start dripping out what they have.And that is what a membership is.
So I think, I think it needs to be like a lot more. You're going to want to have this cause you're going to look old in a minute and you're going to be old. You're going to be sick. Like you do not have to give us our pain points. We know them. that's my advice. Or, you know, I'm going to go back to doing my hair because my husband is taking me to meet a high school friend that we haven't, I haven't seen since I was 17.
Patricia: Oh, how fun
Mona: I am thinking about what you're thinking about
Patricia: You look great by the way.
Paul: I'm so young. I can't relate to this avatar.
Mona: I'm still, I'm still listening, but I just liked how you, I think what you have is really good. And I think that if you I have a friend that is doing middle aged women and I'm helping them have mindset and all of that. And that's going to be a fabulous membership because we have plenty of time.We want to hang with you.
Patricia: We do. And let's connect. Oh yeah.
Mona: I got my makeup on because,
Paul: So when they make it to the end of Mona's friends, success path, that's where your success path begins to be the transition.
Patricia: Oh, fun.
Nancy: I know my pain points, my upcoming 59th birthday. Tell me, tell me something,you know.
Patricia: Yeah. All right.
Paul: It's good to know. Yeah. Cause in marketing, you have a push and a pull, you know, some people are motivated by avoiding pain and other people are motivated more aspirational, more towards the positive don't we do want to agitate pain a little bit.
It might not necessarily be people normally don't self-identify and raise their hand and say,yep, I have that issue. Yup. That's me, you know, in a negative context, unless it's an emergency moment changing, like, Oh, grab a, you know, what's going on fix, you know? So I love the, I love the feedback. I don't think I have anything to add to that.
I just,the only thing that I was a big at the beginning going to cringe one was just when you said 16 page, as far as like a front end loaded thing, we're like, Oh, we have such knowledge. And we want to like, you know, just give it to people. And then you just hitting people at the fire hose and they shut down and they tune out and let's just own it.Like, who else is guilty?
All of us a download it. Probably we probably on our hard drives, it's clogging up like 80 gigs worth of like lead magnets that we've never opened. You know, we had the intention or it was so overwhelming that it was 40 pages and we're like, Oh, this is complicated. Right, right,right, right. We're in the midst of this ad's challenge.
And every day is a lesson that has one big idea and one downloadable worksheet, not a workbook, a worksheet now are Facebook ads more, more involved than that? Yes. But why would I fire hose people while they're going through the first time that they met us? Like, we want to make sure that people understand,like you're, you're building authority.
You're positioning yourself as an expert. You're creating reciprocation, like all these influencing factors, so that people want more desire more from you. But if you fire hose somewhere out the gate, they're going to like go somewhere else and they're not going to connect. So congratulations on putting this together and being very clear on who your person is because a lot of people struggle with that.Yeah.
Patricia: Well, thank you. And thank you for the great challenge. I've really enjoyed every moment of it and learning tons of good stuff. I'm wondering yet. Just, I want to just throw this idea out. I have this opportunity to be in front of this group, which is about a hundred thousand women. Wow. Three times. Okay.So I'm wondering if I should do a test on the second one to see if they like aging better than they like, you know, how to live vibrantly kind of thing.
Paul: I was looking at the, like we talked about earlier, I would look already at the conversations already openly having and, and give them something that they're already talking about.
Paul: You can do a push keep in mind, is that your headline, the big headline can be the positive . The pain point agitation could be the subheadline so you can still lead with the positive and then give the counterpoint on.
If they don't do this or the negative side can be the sub headline. That way you're getting the push and pull at the same time and not necessarily lead with the negative,because then you're just attracting people because they don't want to, we don't want to download something. That's going to make us feel bad.
Patricia: Okay. Thank you. Yep. Good. Thank you. Thank you everyone.