A freebie that attracts prospects like moths to a flame is about more than just showcasing your subject matter expertise.
Your lead magnet will get you the best results if you show you’re an expert in what moves your ideal customers. That’s how you can win their hearts — or at least keep them on your email list and nurture them.
But as anyone who’s ever tried to write an effective lead magnet can tell you, it isn’t as easy as just writing a longish blog post. Sometimes you need an experienced copy coach to help you on your way.
So here are 6 ideas that can smooth your path to hitting ‘publish’ with confidence — knowing that your lead magnet will resonate with the right people, in the right way.
Do your research: Who are they? What do they want to achieve? Why is that important to them? To quote Seth Godin, “Not everyone wants the same thing” (link to his video “Differentiating Your Customers” on YouTube).
For example, if you’re selling coaching sessions for women, drill down a little deeper.
Or, let’s say you’re selling a software solution for NGOs.
Myths abound in this area, from “checklists work best” to “always offer an audio download”. Don’t believe the hype. What would intrigue your ideal customer and help them achieve their goals?
For example, how about a calculator that helps people figure out how much money they’ll save using your reusable beeswax wraps instead of single-use plastic? Or how about inviting people to join a challenge to live more ethically over the summer holidays?
For more ideas off the beaten track, check out this post by Opt In Monster: 69 Super Effective Lead Magnets to Grow Your Email List (updated for 2020).
“Rather than directly promoting your business, brand, products, or services in your lead magnets, demonstrate your thought leadership”, Susan Gunelius recommends in Entrepreneur. Being able to draw on scientific insights, new trends or current developments is what sets thought leaders apart.
If you’re an affiliate to a place that sells books or magazines, you can even monetise the links to your sources for extra oomph.
Fast-drafting is a “thing” in the world of fiction writing because it helps authors to avoid getting “caught up in the self-perpetuating loop of editing-as-you-go”.
In our experience, it’s exactly the same for business writing. Self-criticism is directly tied to procrastination. If you spend hours agonising over the perfect title, it means the rest of your lead magnet won’t get done.
British novelist C J Browne worked with a buddy for her first novel. In a blog post for the Alliance of Independent Authors, she describes her experience: “During the low times when I was ready to give up, I’m sure that without Linda’s encouragement [my work] would never have been published.” She also valued her buddy’s honest feedback on how to improve her writing.
Who’s the best guide to what your ideal prospect would want?
That’s right: your favourite clients. The ones who are:
They’re the ones who can help you bring out the best in your lead magnet. So give them an exclusive sneak peek and ask them for their candid feedback. This could be as simple as talking through your draft over a cup of coffee (your treat!) — or as involved as putting together a survey for them.
Make it an empowering experience for your customers by showing that you really listen, and don’t forget to say thanks in word and deed. For example, you could send them flowers or a personalised cake, or even just a hand-written note with a discount for your company.
Of course, we’re also here to help. From planning your lead magnet with you to conducting research, from proofreading or copy editing to writing the entire piece for you — if you want to focus on running your business rather than a word count, let’s have a chat about the support you’d like.
Just make sure you’re transparent in your copy so people know what they sign up to when they download your content.