How to Position Your Lead Magnet To Attract The Right Clients – Part 3

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This is part three in this three part series on how to attract the right clients and repel the wrong ones.

In the first part, we looked at the Message. In the second part we looked at the plan. If you haven’t listened to them, add them to your playlist. You can listen to these episodes in any order. So let’s get going with today’s episode.

In this episode, we are talking about Lead Magnets. Nah. Not the part you’ll find in every blog post. We seldom do that on this show. Because on this show, we stick to the MMMA Framework. If you don’t know what that is, you must listen to episode two. I’ll also put a link to that episode in the show notes.

Back to today’s topic. We are going to look at positioning Lead Magnets.

Positioning Your Lead Magnets

One of the biggest reasons why lead magnets are ineffective is because of how you position it. It’s not about the What. It could be a checklist, cheatsheet, formula, or even something as elaborate as a course.

Your lead magnet will fail to appear as something useful, if you don’t position it the right way.

Let’s put some details on the table.

First, I got a question for you.

Are you a member of an airline frequent flyer program?

One of the my favorite airlines is Emirates. I love their planes and more importantly the food they serve. The food is premium even if you traveled coach. What’s even more worthy of talking about is their frequent flyer programs.

The way frequent flyer programs work is that every time you fly the airline from point A to point B, you get points added to your membership. The points is based on the distance between point A and point B. As a frequent flyer that flies a lot between the United States and India, you can imagine how many points my Emirates membership card has.

It’s a lot. But how much can that lot mean?

To put it simply, I can get to stay at a top luxury hotel in any country for at least a month without paying a dime.

Plus, get a free upgrade to First Class when I take an Emirates to that destination.

And the experience of flying a First Class is….you know some things can’t be described.

Let’s say I am ready to offer three of you an opportunity to use my membership for one to and fro travel to a country of your choice. And gave you three days of stay in a hotel of your choosing. Would you be interested in taking me up on it?

Now it wouldn’t be fair if I did that like this. Because that will be like rewarding people that listen to this episode first. But I want to give all listeners of this podcast an equal opportunity to be able to win this. Let’s say I will give put out an application form and you could apply to it. Maybe I ask a few questions. Or maybe none at all. Just your email.

And in twenty days, I pick three people that have applied.

All you’d need to do is to book an Emirates coach ticket to the destination of your choice.

Okay, that’s one giveaway. The second giveaway is where you get an iPhone.

You still need to go through the filling of the application and everything else. But you don’t have to spend money for an international air travel.

Which one will you pick? Giveaway one or giveaway number two?

That’s the first question.

The second question is which one of these two you think will lead to you doing future business with me?

While I let you answer these two questions in the back of your head, let’s jump into our topic for the day.

Positioning your lead magnets.

We are not talking about the lead magnet itself, but the messaging you use to position that lead magnet so it does the job it’s supposed to do. Which is to get you leads.

So how do you make sure the lead magnets you create actually generate leads?

Three Elements Of Lead Magnet Messaging

It’s about focusing on three elements of your lead magnet messaging. And in today’s episode, let’s see what these three elements are, and how you can use these three elements to turn your lead magnets into lead generators.

So here are the three elements you need to add to your lead magnet messaging. In simpler terms, these are the three elements you’ll need to include every time you present your lead magnet to your clients or market online or offline. And they are:

  1. 1
  2. 2
  3. 3
    The Setup

Let’s look at these in greater detail. Shall we?

Let’s start with the word positioning so we set the stage. What is it? What does positioning really mean?

Simply put, positioning is about letting your market or clients know what you do, who you do it for, and what will it do for them?

In short, it’s the art of giving your clients a reason to care. Or, a reason to consider your offer.

So how do you go about giving your clients or market a reason why they should consider your lead magnet?

Let’s look at step one.

Step 1: Communicate Value

Step one is to Communicate the value.

And Apple knows to do this masterfully.

<iphone launch tim cook fade off with the music>

We are talking about lead magnets. But iPhone is not a lead magnet. We’ll get to that in just a bit.

But first, let’s see what it takes to communicate value right.

It’s simple. In order to communicate the value of what you are offering, you just need to focus on three elements.

  • First, who is this for?
  • Second, how much of resources have gone into the making of this? And how much is that worth?
  • What can your clients do with it?

At the Apple Event, Tim Cook did precisely this.

As he spoke, the video projected on the big screen shows people holding iPhone 13 taking pictures, with kids, sports people, and so on. As the video plays, they go on to talk about the new camera system, the titanium body, and so on. That’s to communicate how much of work has gone in and how much this could be worth. Certainly not cheap. And then, in the short video they show professionals using iPhone 13 Pro to shoot movies, families shooting photos during a holiday, and so on.

That’s how Apple communicates the value of the iPhone 13 to its market.

But that’s a product and we are talking about Lead Magnets.

True. Before I went on to suggest how you can do this, I want to show how a company uses the same iPhone 13 as well, almost a lead magnet.

<AT&T ad>

That’s AT&T using the iPhone 13 as a front-end offer. While a lot of it is visual in this ad, they communicate the three elements.

Who is it for? People who are worried they could drop their precious iPhones.

How much is it worth? AT&T is selling their network and they just mean to imply that if you broke your iPhone, we will replace it for you.

What can clients do with it? Again, since AT&T is selling their network and service, they are simply using the Ad to say that you will be able to make calls using your new iPhone 13 even if it falls and breaks. Because they will replace it for you.

How can you use this in your lead magnets?
  1. 1
    Tell who the lead magnet is for. If it’s a checklist, tell who is this checklist for. Be clear. If it’s for mothers of teenage kids, say that explicitly. Some people try to me oversmart and think that by not mentioning who it is for, they can get a lot more people than just mothers. But that very logic goes against your goal of generating high-quality leads. What is the point in having others who are not mothers of teenage kids if you don’t sell anything for anyone other than mothers of teenage kids?
  2. 2
    Second, stop using the word FREE. What you are offering may be free to the client. But it’s worth something for you, the maker. Communicate that to your clients. If it’s taken you x hours to make it, tell that to your clients. If you were selling that for x dollars, tell that to your client.
  3. 3
    Third, tell your clients what they can do with this lead magnet. Give them the best ways to put it to use. Tell them what they can do once they get their hands on your lead magnet. Even better, tell them what will happen when they use it. In other words, the result.

And that leads us to step two.

Step 2: Get The Result

The time to get the result. That’s step two.

People like to know the value. But they aren’t going to give you their email address because of the value alone. Because people buy the results. Again, let me repeat. People don’t buy value, they buy results.

But lead magnets are not something people are looking forward to. It’s not shopping. You don’t wake up one morning and say “okay let’s go shopping for lead magnets.” No. Lead magnets are what they chance upon. They perhaps were looking for an answer to a question or a problem. And they chanced upon your blog, profile, podcast. They like it and bam they see your lead magnet. At that moment, a lead magnet is almost like an upsell. “Now that you got value from this piece of content, here’s something you may be interested in.”

But clients are smart. They have seen enough of lead magnets. Unless you tell them how soon they can get that value, you have not really pressed the hot button for their brains to light up and go “boom, let me get this. Here’s my email address.”

That’s step two. Give them the time to result. How soon can you get the result? Tell them.

Now, let’s move on to step three.

Step 3: The Setup

At this point, you have pressed the hot buttons necessary for your clients. If that’s all you did, you will be seeing your lead magnets converting like crazy. But that’s where lies a catch.

“These leads are just useless. They just want my lead magnets. And when I sell them a product, they unsubscribe. Or even worse, they don’t buy but continue to stay on my list waiting for my next free resource.”

Well, freebie hunters are not new. They’ve always existed, and so they will.

But the question is if you have done everything you can to convert these subscribers to buyers. And that’s why you need to infuse the third element into your lead magnet. That’s what we are about to do in step three.

It’s the setup. It’s not enough to just communicate value and the time to result, but you also need to set them up for what’s coming next.

Just a few episodes ago…in episode one of this season, I did this right inside the episode. It was the intro episode to this season. And I told you something. I’ll repeat.

“This is a marketing podcast. I use this podcast to grow my business.

Every episode is carefully scripted and recorded. What I share on this show is what my clients pay tens of thousands of dollars for. My hope is that at some point in the future, you will share this goodness with a friend or colleague. Or perhaps choose to do business with me.”

And those are my words from the first episode. What I did there was to set your expectations right.

Oftentimes people don’t like to be surprised with a sale. Think of those unsolicited emails with pitches that you see in your inbox. We call them SPAM.

And the same goes with online marketing and specifically lead magnets too. Clients give you their email in exchange for your lead magnet. But if you are transparent and communicate to them clearly that this is for marketing purposes and they will receive communications on offers, etc. you’ve set the expectation right.

If they still need your lead magnet, they will download it and unsubscribe. But if you gave them the right lead magnet in the right moment, they are not going to unsubscribe. And, since you set their expectation right, they are not going to pretend like they never saw, read, or considered an offer at a future point.

The better you communicate this in your message, the better it works.

It’s actually that simple. And that brings us to the end of the three steps. So what are the three elements we discussed today?

  1. 1
  2. 2
    Time to result
  3. 3
    The setup

In simpler terms, these are the three elements you’ll need to include every time you present your lead magnet to your clients or market online or offline.

  1. 1
    First, communicate the Value: Who is this usually for? How much does is it worth? How much do you sell it for?What do they do with it?
  2. 2
    Second, the time to Result. How long will it take for them to get the result they want?
  3. 3
    Setup for future . It’s a quid-pro-quo for action that you expect your clients to take for a future investment into one of your products or services.

And that brings us the end of another episode. Or, has it?

If you were thinking about the questions I asked in the beginning of this episode, this part is for you. So this is about the two giveaways. The first one is the airline and stay. The second one is that of winning an iPhone. And I asked two questions:

  1. 1
    Which one will you pick? Giveaway one or giveaway number two?
  2. 2
    The second question is which one of these two you think will lead to you doing future business with me?

While I’ll let you answer the first question, let me answer the second one. It’s option one that will lead you to doing future business with me. Because, apart from the message using all the there elements we discussed, you have also taken action by buying a coach ticket.

You can send me your answer to the first question. Or just let me know what you think. Drop me an email. Send them my way. I respond to every email that comes by way. So try me.

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