let's talk about the four ways that you can improve the effectiveness of any lead magnet that you're using to attract clients so what is a lead magnet a lead magnet is something that is an initial first step that's low risk that's high value that people can take in order to signal that they're interested in working with your business so you've probably seen many many pages in your time on the internet of uh enter your details to get this thing uh enter your email address and we'll give you this report why don't you fill in this
form so that we can then invite you to this event or something like that all of those would be examples of lead magnets because what they're trying to do is generate leads your business and every business should be generating leads as you've heard me say many many times everything is Downstream from lead generation if you can't generate a lot of leads your business might as well not be very good at whatever it's good at lead generation is the first Domino that you need to knock over and then everything else flows from there I've seen examples
where businesses Master lead generation and then they don't have a great product or service just yet but they can fix that problem because they've got plenty of leads I've also seen the flip side people are phenomenal at what they do but they're not good at lead generation and unfortunately they just can't get enough people engaging to make their business work so you must get an effective lead magnet in your business let's talk about the four things that will help you to do that the first thing we need to think about is packaging the way something
is packaged transforms the perceived value of that thing imagine that I'd been traveling and I came back and I said to my wife hey I bought you some jewelry while I was traveling and I handed it to her in a plastic shopping bag and I went there you go that would not go down well right cuz the way that it's packaged is terrible right it's horrible packaging um and it's the same sort of thing if you have some incredible value that your business offers but you just kind of like throw it out there for people
to read on a basic blog or there's no design there's no images none of those sorts of things there's no kind of like unwrapping process or opting in process none of that exists it's just going to be perceived as cheap even if it's not cheap that's how I G gave a gift to my wife and it was in a beautiful box with a bow and a thoughtful card that is going to be perceived as a very valuable gift because of the way that it's packaged so every lead magnet you've got to be thinking about how
is this packaged the design elements of the landing page they really matter the way that it's presented to people the email that introduces it to people the copy that is on the landing page uh the photo of you on the landing page the professional head shot your bio all of that really matters because that's part of the packaging before people assess whether what you're actually giving them is valuable they're going to judge the packaging all the stuff that's around it to see if it even looks like it's valuable so the first thing to do is
make sure that the packaging is absolutely A1 terrific when you present this to your clients now score app has made this so easy for you because we've had our team of designers produce beautiful scorecards that do all sorts of things whether it is scorecard marketing or assessment marketing right through through to opting in for a waiting list or opting in to receive some more content and it's all been beautifully designed by talented award-winning designers and it's ready to go all you have to do is put your logo on it put your face your bio in
there and you've got yourself something that's ready to go check out our template Library where the packaging is already done for you okay so the next thing is once we've got nice packaging the quality of the gift has to live up to the packaging so you have to deliver something of quality for people what do people actually want well here's a few little tips on how to make sure that the quality is there the first thing is to meet people where they are not where you wish they were so remember what it's like not to
know remember what people want to know at the beginning of the journey not so much at the end of The Journey where you are but at the beginning of the journey where they are they want all sorts of information about their current situation how to get to their desired reality how to clarify the path ahead how to understand what could go wrong they want to know that there is a predictable and repeatable way of getting what they want they want to know that you're a credible expert that other people have been able to get results
by working with you as well they want all of that and they perceive that as being part of the quality so don't use jargon don't use data or research that is Advanced when you're dealing with people who aren't at your level right make sure that you're really giving people what they need in that moment at the beginning of their Journey rather than trying to Dazzle people with the advanced knowledge that excites you make sure that you're talking to them in the language that excites them so good quality is about connecting with people where they are
as opposed to where you are so the third thing I want to mention is personalization personalization is so important in today's day and age and it really kind of matches up with what we were just talking about with quality if I go to my wife's Amazon page it looks very different to my Amazon page because Amazon has figured out what she's interested in and shows her more of that Amazon's figured out what I'm interested in and shows me more of that the same can be said for Netflix and Spotify they're using these personaliz engines to
connect with people based on their interests that are unique to everybody else so what we need to do is we need to ask your potential customers some questions based on how they answer those questions we give them content and we give them quality that relates to their situation now this sounds complex but it's actually a lot easier than you'd think we use scorecard marketing and scorecards to create content that is perfect for People based on how they answer the questions all of that is in score app it's all done for you all you have to
do is fill in a few of the blanks and then you will have something that delivers a personalized campaign to your potential customers as well if you've never tried creating an online scorecard with Dynamic content this is going to be a game Cher for your business because it's going to deliver a level of personalization that people weren't expecting okay the fourth thing that is really important is to tell people what is the next step right so now that they've had this gift from you now they've had something of value from you now they've engaged with
this particular lead magnet it's only going to be an effective lead magnet if it seamlessly guides people to towards the next step so what comes next and it should be something that seems like the most natural normal thing in the world that essentially if I've done this now I want to go and do this um so for example if I've just taken my tennis score that tells me where I'm strong and where I'm weak with my tennis game and then it says now that we've discovered that you've got a weakness with serving let's go through
to some content around uh how to improve your serve or let's get some lessons booked in on how to improve your serve so that it's got a beautiful seamless transition to the next step that works perfectly if you've done the previous step of personalization really well I've seen so many examples of our clients where they don't have to talk about all the things that they do if they can get people to fill in a scorecard or a quiz they can just talk about the key thing that is the next step for that customer uh recently
I was talking to someone who is a scale up coach they work with companies that are scaling and there's about four or five things that they consider to be the pillars of scaling most of their customers have got two out of the four or five I forget whether it was four or five most of their customers have got a few of those things but they're lacking one or two so in each scorecard in each quiz we identify where someone's strong where someone's weak and the next step is always to work on that weakness to to
fix the thing that needs the most attention so by having personalization it allows you to seamlessly transition and help people with the thing that is their next step and that is the most effective way to start onboarding a customer now the next question I always get is how do I promote the lead magnet now this one is an interesting one that is unique to small to mediumsized businesses and I've got to be brutal here a lot of small businesses think that they're going to promote their lead magnet one time and that that's going to bring
in a flood of clients and then that's it they've done that promotion they're now looking for the next promotion the difference between small businesses and scaling or medium-sized businesses that are doing really really well is that they know that you just promote the lead magnet every single week and you crank the handle and it's a boring it's repetitive but you do what works so for example if you figure out that sending some direct messages to people gets one in 40 people to fill in the lead magnet fill in the form connect with you based on
lead magnet then you send out 40 direct messages every single day if you discover that there's certain ads that you can run that get people to fill in that lead magnet and there's an allowable cost per lead you just run those ads all the time and you never switch them off uh if you discover that sharing content three times a week leads to a certain number of people connecting with you through the lead magnet you just run content every single week the thing that I see with so many small businesses is they do something that
works and then they switch it off and it blows my mind it's like kind of someone who's thirsty going to the well putting the bucket down the bucket comes up full of water and then they say now what you say well of course go back to the well put the bucket down again and get some more water right do what works repeat the process if you find something that works repeat it repeat it repeat it the things that most often work is sending direct messages running ads and content marketing if you do those three things
over and over and over again you're going to get clients look for what we would call the allowable cost per lead stick within your allowable cost per lead and then just repeat repeat repeat repeat I hope that's been helpful and I hope that you get one of your score app lead magnets up and running this week and that over the next 12 months you get consistent amazing clients coming through that League magnet that grows your business and scales your business if you like this content give me a like give me a subscribe I'll be sharing
a lot more on this channel in the future
