Now that you have a Lead Magnet, will your Target Market want it?
Once you have your ideas for the Lead Magnet…(you can read more on this in a previous article) before you get into development mode and create a fully finished and designed product, test your Lead Magnet on its usefulness. You want to be sure that it is indeed useful information to your ideal clients.
The best way to do this is to take what you want as the Lead Magnet and test it with a few people OR Simply review it and ask yourself these questions…
- Can a person who does not know me or my services, learn or apply something from this Lead Magnet?
- Will they walk away with new knowledge to use, or a skill or information about a tool that will help them?
If you answer Yes, then you are set.
If you answer No, then you need to rework it.
People who request your Lead Magnet have to feel satisfied they got something out of their actions. This makes it Useful to them and Effective for you.
Yes, they may have more questions after – but as long as the questions are not about what they learned in the Lead Magnet… then you are good. The good questions are the kind that make them want to take the next step… and that is with you. This can lead to buying from you or working with you – keep in mind it can take time. I had one client who said she got an email from someone who after reading her newsletters for 6 years was reaching out to sign up. It can take time to build their trust in you. But that Lead Magnet is the first step. Make it useful to your prospects who download it and they will begin to trust in your advice.
Here is a Common Example of Lead Magnets that are not Effective and how to make it work.
Quizzes and Checkups.
These are often used by people as Lead Magnets. But unless you give the answers and a review, most people who download a quiz will be left hanging and that is not a good feeling. Without the scoring and checking, they have no clue what the quiz was intended to help them with. They are not satisfied with a quiz and no answers. Similarly, a checkup tick sheet that only shows the wrong things they are doing is of no use. Give people a little knowledge to take them forward, but don’t give the farm away… You want them to reach out to get the entire farm!
What if you have a quiz and no answers? How can you improve this?
Easy! Send a follow up email an hour later that shows them the answers and a recap of what the answers mean. Let them know in the email that delivers the quiz that the answers are coming in XX time. This way they will be more encouraged to take the quiz as they await the answers. And guess what – you have just created a very engaging Lead Magnet.
You have them actively engaged writing down their answers and reviewing it to the checklist, then reading your advice on next steps. This really builds their trust in your expertise, and they are actively engaging in learning from you. They also learn to read your emails because they have good info so don’t disappoint with your next ones. Always send a mix of teaching and sales emails.
Lead Magnets that pass the Usefulness Test are ideal because the prospect gains something of value, as do you… someone who likes what you sent and used it to learn something… this makes an Effective Lead Magnet and one people will want to download.
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