I've collected the common mistakes people make in telephone communication and sales, and how to overcome them, in a small book. It could be downloaded for free in PDF format from my website in exchange for a name and email address (Figure 12.1). From then on, subscribers continued to receive helpful articles, tips, stories, and examples on telephone sales and marketing from me in the mail. And several times a month I received letters in response with requests for corporate training on telephone sales, which I did with pleasure, of course, already for money.
Fig. 12.1. A simple lead magnet in the form of a free e-book has helped me earn over a million dollars in phone sales training
Please note: the lead magnet must offer information that your target audience finds valuable enough to provide you with their data (Fig. 12.2).
Fig. 12.2. The subscription form is not a lead magnet. It is better to use the space on the site by offering a specific lead magnet: it will provide a better conversion to a subscription
Twenty-seven ideas for lead magnets
There are many options here - both in content and in format.
For lead magnets, you can use:
• e-book, such as "Twenty-One Mistakes...and How to Avoid Them";
• • an article or series of articles, such as "Seven proven ways…”;
• free webinar, master class, seminar or their recording;
• video course;
• audiobook;
• manual , for example “Quick start in…”, “Overview of the best solutions for…”;
• infographics;
• presentation;
• mind map;
br>• research report;
• checklist (checklist);
• case (“How we earned XXX dollars in YYY days”);
• interview with an expert or a celebrity;
• coupon or promotional code for a discount or free shipping on your first purchase;
• a gift with your purchase;
• access to a free online service or free trial period;
• free mail-order catalog (for example, on the IKEA website, you can order the catalog delivered to your mailbox);
• downloadable plug-in, application or computer program;
• list of online resources, useful sites;
• coupon for a free consultation - live or online;
• invitation to a live meeting or event;
• free samples (mainly for b2b markets);
• access to the knowledge base, "secret library", a closed section on the site;
• online test with sending results by e-mail;
• participation in the drawing of prizes;
• a set of templates, such as contracts, terms of reference, templates for design;
• a collection of examples (abroad it is called swipe file), for example landing pages, advertisements, job descriptions.
Here are some examples (Fig. 12.3–12.5).
Fig. 12.3. New visitors to the site of the shopping club kupivip are immediately offered to receive a $500 bonus coupon for subscribing to the newsletter
Fig. 12.4. When choosing a sports section for a child, parents leave an email address in order to receive an article with the coach's recommendations
Fig. 12.5. "Free tests" for knowledge of the language no longer attract visitors to the sites of language schools. But interesting life stories help to build a subscriber base
How to make a good lead magnet
A lead magnet that does its job effectively (collects the maximum number of contacts of target customers for you) must have the following qualities.
1. specific. This should by no means be general information. A good lead magnet always offers a specific benefit to solve a specific problem for your target audience segment.
Bad: "Successful Presentation Skills".
Better: "15 Successful Presentation Skills".
Even better: "15 slides that must be in a successful marketing presentation."
Good: "15 slides that are really important to investors in the presentation of a startup project."
2 . "One of the most important." If possible, present a lead magnet as one actionable "magic pill" that will solve a customer's problem.
For example, Jeff Walker used a form to collect subscribers with the text: "Get the ONE key strategy behind the majority successful launches of new products.
3. Promises the desired result. When designing a lead magnet, always ask yourself, “What kind of results do my potential clients want?” And make a lead magnet that will help them get there.
4. Benefits immediately. It is desirable that the subscriber could “master” the lead magnet in five minutes. Therefore, a checklist, a list of resources, a five-minute video are good options. But a video course of five lessons, a book of 120 pages, or a subscription to weekly lessons will have less appeal.
5. Creates relationships. A lead magnet is your tool to make a good first impression. And as we know, there is only one chance for this. So make sure your potential customer sees the best you can in your lead magnet.
6. Perceived as valuable. Even though you're giving it away for free, a lead magnet doesn't have to look cheap. Invest in styling and design. Sometimes help
