Let's reinvent the lead magnet
Removing the risk from the prospect plus how to use pop ups the right way
Welcome to Connectable #018 đ§âđ€âđ§
I am so thrilled to have you here!
I want to help your business succeed. I want to inspire change. I want you to question your current processes and align yourself with the needs of your audience/community. I want you to attract the right people, solve the right problem and create superfans.
The medium? Email.
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Every now and again a need arises for me to look for new tools and/or software that will help me in my business endeavours. Picking and, more often than not, paying a monthly fee for a tool is a decision I donât make lightlyâmonthly bills can add up rather quickly without you noticing.
On my most recent hunt, I got so disheartened by the number of businesses that required me to enter my card details to be able to do a FREE 7 or 14 trial of their software. I try my hardest to avoid these because (1) I know Iâll forget to cancel and be charged before Iâve made up my mind and (2) if they require me to part with something as important as CC details for a free trial, then they do not value or trust me.
I am so frustrated by companies that feel the need to trip up their customers on the very first interaction with them. If youâve built an amazing product or service that you can showcase in a free trial, the right people will pay to use it, because they need it and value itâitâs that simple.
On that note, I want to focus on a similar early prospect interaction to change the way we think about our relationship with future customers. đ
Is it finally time to reinvent the lead magnet?
The idea of a lead magnet is pretty simple: a tool to encourage a prospect to trade their information for something of value. Many marketers would go as far as to say itâs there to maximise the number of leads.
This way of capturing leads seems very much set in stone and has, for the most part, been left unchallenged.
But hereâs my issue with it: by trying to maximise your number of leads, youâve taken the focus completely off the customer. Maximising the number of leads is a far cry from you working towards creating happy customers down the line.
While youâre out promoting your lead magnet with the hope of maximising the number of people you interact with and get information from youâre also causing harmful rippling effects as to the TYPE of customer thatâs being created for longer-term relationships.
Itâs easy to say you have a âcustomer-firstâ approach, but transferring it into your marketing requires some mental stamina. When it comes to the lead magnet, try thinking not as the marketer of your business, but as the prospect, staring at the form youâve popped in front of them to fill out.
Let me ask you: where does the risk lie in this transaction?
Itâs all on the prospect right? Theyâre having to weigh up whether to part with their details for the promise of value, that they just have to trust youâll provide them with.
âI promise, cross my heart and hope to die, Mr or Mrs Prospect, that youâll love this here lead magnet bribe thingy.â - AndrĂ©
You know what the valued prize is, but the prospect has no idea. Even when the prize is free, itâs not really freeâwe all understand that weâre giving something up in return.
Letâs instead consider AndrĂ©âs Lead Magnet 3.0, where he suggests turning this dynamic upside down:
You lead with value (value = context + insights + ah-ha moment).
You donât REQUIRE them to trade their email, only their attention.
The entire dynamic is rigged in their favor.
Hereâs what I have. Read it. Watch it. Download it. Itâs on me. No opt-in required. Enjoy! If you liked it, I have more of that. Even better.
In this dynamic the âlead magnetâ is not one-dimensional, itâs website copy, articles, blogs, educational content, background stories, etc. And itâs placed front and centre.
Let your prospects see you on their terms, in their time, and make up their own minds.
Following this dynamic, the opt-in will be an obvious choice for your RIGHT customer.
Imagine collecting only the BEST email addresses.
đ Optimise not for the number of leads, but for customers down the line by earning their attention.
Something awesome for the week đ
30min of Growth podcast - Alex Garcia
Founders and marketers are busy people. So get ready for quick, actionable, real-life growth marketing tactics with Alex Garcia as he dives into his guestâs brain and pulls out three growth marketing playbooks for you to instantly put into practice... all before time runs out.
Article of the Week đ
How to Use Popups (The Right Way) - By Seray Keskin
Grow a Segmented Email List
Gamify Your Forms
Collect More Phone Numbers
Gather Valuable Feedback
Welcome Returning Subscribers
Inspire Shoppers
Offer Help When Needed
Tweets(perations) đŠ
Thatâs all for this week, thanks so much for the support.
If you enjoyed this newsletter, please give it a like or share. Iâm still a newbie, so any help would be awesome! đ
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Have a fabulous week full of connection!
- Lisanne đ»