— Summary —
Have you ever thought about what it takes to attract qualified leads? This episode of The Entrepreneur’s Solution show will teach you the framework and the tools so that you can build a lead magnet that converts. If you do not get it right, we’re going to end up with a bunch of lookie-loos, we are in a situation where there’s literally no traffic and we don’t even get that first date with our audience. But if we get it right, qualified people will be attracted to our content, they even share it and you end up with courtship which is a trusting and loyal relationship.
The 3 key principles that you need to know:
- They are looking for something
- It solves a specific problem
- It highlights a bigger solution
The Lead Magnet Pillars
The objective here is to get something that actually attracts and converts. There are 3 keys to it:
- Educate: They got to feel that it’s going to educate them. There should be information that is useful. The easily digestible content that you provide should empower them.
- Engage: It should not be a data dump but something that can engage them. Ultimately, what we’re looking for is eyeballs. You want them to be attracted to it so you can convert.
- Inspire: It should inspire them to (1) take action and (2) take them to a higher aspiration. It should build excitement of what is possible in the sense of growth, ease, and certainty.
When we create a lead magnet that engages and inspires them, we are able to create loyalty. Trust is gained when we inspire and educate them correctly. Lastly, if we get the engagement and education in place, we are going to build authority. All of this is going to attract and convert.
— Begin Transcript —
Hey there, I’m Mel Abraham, the author of the #1 best-selling book, The Entrepreneur’s Solution and the founder of Thoughtpreneur Academy where we teach you how to brand yourself as an influencer and market leader so you can have more impact, more income and more freedom. And welcome back to this episode of The Entrepreneur’s Solutions show and in this episode, we’re going to do something that I think is extremely important to building your influencer network, to build your influencer business and that is: What does it take to attract qualified leads?
We’re going to talk about something called The Lead Magnet and I’m going to teach you The Lead Magnet Pillars and I’m going to give you a tool that’s called The Magnet Matrix in this episode. If you want to get the downloadable action guide with the tool and the template to build out your lead magnet, just go to MelAbraham.com/session090 and you will get the download link.
And also, if you’re not close to your computer or if you happen to be out and about and maybe, you’re at the gym or you’re on a run, just text me. Just me MYLEGACY one word to 38470. I will send you the download link. Make sure you get the action guide and you start taking the tools; put them into play. It’s going to make things a whole lot easier. It’s going to accelerate your success. It’s going to elevate your success and make this a whole lot easier.
So, let’s jump in. Let’s talk about this whole thing about how do you create a lead magnet. The 3 keys to a lead magnet that actually attracts and converts and what does it take and why is this so important is one of the first things we want to touch on is:
- Why do we even need this?
- What does it take?
- Why do this?
Well, because here’s what’s happening is that we are inundated with information these days. Information’s not the issue. Insights are the issue that are going to be of value. It used to be that one point. The person that had the information had the value. But information is easy. You just go to Mr. Goog. It’s Google and just type in. There’s plenty of information. I’m not saying it’s all true as we had seen in the recent months but the bottom line is that there is a plethora of information. There’s a bunch of information out there.
And what we want to do is we want to attract those people that are not information seekers but people that are trying to get a chance and a shift in their life. And so, if we don’t get this right, we’re going to end up with a bunch of lookie-loos.
They’re just going to be coming, they’re going to be tire kickers and lookie-looks,
- They’re going to waste our time
- They’re going to waste our energy
- They’re going to not value the things that we have to give, to share with them
And that’s never…well, it’s not a good recipe for your business and it’s certainly not a good recipe for how to spend your time in your day.
Then, if we don’t get this right, we end up in a situation where there’s literally no traffic.
I mean, it’s an empty road. It’s completely barren. In other words, that people don’t even know we exist and if we have no traffic, this is the one place where traffic’s a good thing. Especially, coming from Los Angeles, we hate traffic out here and we got a ton of it.
But where do we want a ton of traffic?
- We want it on our website.
- We want it to our lead magnet.
- We want it to our Facebook pages.
- We want it to our content.
But we want traffic that is qualified traffic. So, if we don’t get this right, we end up with no traffic and in the end, if we don’t get this right, we don’t even get a first date.
And I’m using that metaphor intentionally because what this really is when you talk about finding your proper market, finding your audience, finding your clients, your customers, it’s a courtship. No matter how you cut it, no matter how you look at it, we are courting our market and we’re courting them in a way that
- We want to serve them
- We want to support them
- We want to give them the tools and the things they need to improve their lives
Like I said, many, many times before, the job of every entrepreneur, the job of a thoughtpreneur, the job of an influencer such as yourself is to improve the human condition. To give them what they need to be better off because they met you. So, if we don’t get this right, we don’t even get the first date. So, let alone the courtship
But here’s the cool thing, when we do get this right, when we get the proper lead magnet place that is attractive, that converts, that gets them to give us their email, give us their name and want to go on a journey with us and that journey could be really short, it could be really long, it could be where they spend a little money or no money at all or a lot of money. It just depends.
But what happens when we get this right, is the people that come to our page, the people that start to digest and eat up our content, they’re qualified people.
They have a certain set of characteristics, traits. Some people will call this their characteristic, the demographics, the geographics, the psychographics, the avatar (if you will) but they’re people and here’s what I would say is that you’re attracting a certain type of people to your space based upon
- The information you have,
- The insights you can give,
- The direction that you can give,
- The ability to shift and change their lives, improve their lives, and
- Do the things that you want to do.
And this is at the very foundational level. This is the very beginning stages of that courtship is to get them into that sphere of influence called YOU in that process.
The other thing that happens when we get this right is that we have people that come, they get what we have and they go share it.
It’s like the pollination of the bees where they go and they land on a flower and then, they go to another flower and this pollination process where they’re spreading and sharing the good stuff all around. So, when you create the proper content, what ends up happening is that
- People start talking,
- People start sharing, and
- People start joining in.
And in the end, you end up in a situation where you end up in this courtship.
In this respectful, trusting, loyal, loving relationship with your customers, your clients, your audience, your marketplace where there’s this give and take of care and compassion and taking care of them and that’s really what we’re trying to get at.
And this is the beginning. This is kind of the gateway to get access to you, your information and the kind of shifts and changes you can bring to their lives. It’s also the gateway for you to reach out to that certain component, that certain demographic, that certain type of person that you can serve, that maybe has a certain set of problems, challenges or needs that you get to solve, that you get to build on.
And so, that’s the reason that we got to get this right and the cool thing is that when we do, now all of a sudden, we got flooded qualified leads, qualified people coming to our space. They’re going on a journey with us and now, we create this courtship.
So, if that’s why it’s important, the question that you got to ask yourself is then, great, so how do I do it? So, what do I need to know?
And so, what do you need to know?
Here’s the key principles I think you need to write down and be aware of when you’re creating a lead magnet or when you’re creating something that is there as the entry point, that is there as something that’s going to attract someone to you. There’s a couple of principles that I think come into play here.
And the first one is this: They’re looking for something and you got to have it.
So, in other words, what I want you to do is to sit back and ask yourself, what is the emotional hot button if you will that maybe exists in their life, that they are struggling with, that they’re challenged with that you have the solution for?
Remember, most entrepreneurs, what they do is they go searching for markets and they look for market gaps and when they find market gaps, they figure out a solution to bring to that market gap. But influencers such as ourselves that had knowledge expertise and wisdom that go and share with the world to change and shift their thinking and change and shift their behavior which ultimately changes and shifts their lives, what we do is we do it the other way around.
We don’t search the market for gaps, we search ourselves for the knowledge and the expertise that can solve problems and then, we find where those problems exists and we go serve. And that’s what we’re looking at here is that there’s a market out there, there’s a group of people out there, there’s businesses, there’s clients and audiences out there that have a specific set of needs.
- Call them problem
- Call them challenges
- Call them frustrations
- Call them fears
And it’s those specific set of needs that you get to solve, that you get to work from and so, what we need to understand is what is it that they’re looking for? So, understanding that they’re all looking for something but what it is that they’re looking for so we can serve at that space and at that level.
The second principle is this that you’re going to come at it and solve a specific problem.
Here’s the deal. It’s going to be a one-page thing. It’s going to be something that’s short and digestible. So, you can’t solve all their problems with this lead magnet as you will but you can solve a specific problem and hopefully, it’s one of their hot buttons. Hopefully, it’s one of those things that they’re frustrated with on an ongoing basics and you can give them a simple solution.
So, one of the principles here is to make sure that you’re really clear about the specific problem you can solve when they download that lead magnet, when they give you their name, their email address, their phone number; whatever it is in return for the tools and the things that you have. It becomes really important that they are clear on what problem you’re solving and that when they get it, it actually does solve the problem.
And then, the third principle is this, is that it’s a vehicle that allows you to solve that specific problem as I said in the last principle but then highlights a bigger solution.
In other words, it previews that there is something bigger, that there is something greater, that you have a bigger solution that will solve some of the other challenges, frustrations, fears, and aggravations that they have. And so, you can highlight a bigger solution.
For instance: One of my lead magnets is called The Content Multiplier, the content creation multiplier but it is a little sliver of my bigger process in Thoughtpreneur Academy and what it does is it solves a specific problem that is in the level of content creation but at the same time, when they get it, they start to understand that there’s a process to becoming an influencer.
And that, this is one little piece in the process and if they really want to expand becoming an influencer, they can go deeper and understand the process. So, that’s effectively what you need to know.
Understanding that your audience, your market, your customers are looking for something. That specific need they have, the aggravation and the frustration that you’re going to solve and that you’re going to create something that’s solves a specific problem. One sliver of a problem and when you create it in the proper way, it actually highlights that there’s a bigger solution.
So, now you know why it’s important. Now, you know what you need to know; the 3 key principles to make it happen. So, the question then is:
- How do you do it?
- What do you do?
I’m going to introduce you to something called The Lead Magnet Pillars and the lead magnet pillars is kind of my framework of how I look at lead magnets and what I think are the key elements of creating a proper lead magnet.
And in order to do that, we’re going to jump to my iPad. We will do a little bit of drawing, we will bring this thing to life for you. So, let’s jump to the iPad and let’s see what we can come up with.
Alright, so here we are. This is what I call The Lead Magnet Pillars. It’s the 3 keys to a magnet that attracts and converts as I see it. And I think that when you understand this, and you understand the 3 elements and why they’re important, you then can sit back and look at it and say, “Alright, how do I put a lead magnet together that is going to attract them, the qualified leads and it’s going to get them to give me their information to allow me to have this dialog with them.”
So, the first thing to understand is that they got to feel that it’s going to educate them. In other words, there’s information in it that’s useful. It’s like I said, information is ubiquitous. It’s easy to get to. The question is the interpretation of the information. So, this education that they get by getting your lead magnet or this download which is typically going to be a template, a tool, a checklist, a cheat sheet, something that’s easy to digest is going to in-effect, empower them.
Because they’re going to know stuff that they didn’t otherwise know and they’re going to have a tool, a recipe, a transition, a template, something that allows them to implement and execute things a lot easier to get themselves to a solution.
Remember, the objective here is to get something that actually attracts and converts. So, these are the keys to make sure that you have something that attracts and converts.
The next thing is that if it’s going to educate them, that’s great but at the same time, what I need it to do is I need it to engage them. If it’s going to be something that is not engaging. Maybe it’s going to be a bunch of date. Now, some people love data and I’m a data wonk myself. But there’s only so much I can take. So, if it’s going to be this like 132-page data dump, it’s not going to engage them.
So, it needs to be something that engages them, that entices them if you will because ultimately what we’re really looking is eyeballs.
I need to get their eyeballs on it. If they’re not going to digest it, if they’re going to use it, then it’s not going to serve its purpose because remember,
- I want it to attract them.
- I want it to convert them. In other words, I want it to give me their email and their name in return for it but…
- I want them to digest it and use it because that’s the only way we get from that ‘first date’ to the ‘second date’.
So, it needs to get their eyeballs. It needs to engage them
And then, the last piece of this is really to understand that it needs to inspire them. And I think, it needs to inspire them on two fronts. It needs to inspire them to take action, to use it. The second thing that it needs to do is it needs to inspire them to a higher aspiration to something greater that they’re thirsty for, that they’re hungry for to build that out.
And so, what it really needs to do is build excitement of what’s possible.
- Now, it could be what’s possible in the sense of growth.
- It could be what’s possible in the sense of ease.
- It could be what’s possible in the sense of certainty.
Whatever it is, it needs to create some level of excitement for them. When we do this correctly, ultimately, when we do this correctly, you’re going to find that if we got a magnet that creates that engagement and inspires them, we create loyalty with our people, with the audience that downloads this.
The second thing that happens is that if it engages them and it educates them at the same time, what you start to do is position yourself in a place of authority.
And then, the last piece when we do this correctly is that if it inspires them and educates them at the same time and if we’ve got that right, we build trust.
So, your lead magnet, what you’re going to give away to interact your qualified leads needs to have all of this in place. And if we get the engagement in place, if we get the education in place, if we get the inspiration in place,
- We’re going to build loyalty,
- We’re going to build authority, and
- We’re going to build trust.
Which is going to attract and convert. That’s the key to a lead magnet. This is the lead magnet, the 3 pillars of the lead magnet. So, that’s the element.
So now, where do we take it from here?
Well, where we take it from here is to really understand the dynamics of how to do that and his is going to be done by you downloading The Magnet Matrix. You can go to MelAbraham.com/session90 to grab that but it’s going to walk you through, asking you some very specific questions.
And it’s a matrix that you get a chance to complete that will allow you to decide what kind of magnet you want to make. Now, I’m going to tell you that it should be easy for them digest.
I get it, e-books and things like that are really kind of cool sometimes but how many people read e-books? If I get a 20-page, 30-page e-book, I can just download 132-page e-book, am I really going to read it? No, I’m going to probably page through it and kind of thumb through it if you will or glance through it and see if anything jumps out of it. So, here’s what I’m going to recommend you do is I’m going to recommend that you come up with something using the magnet matrix, you come up with something that is 1 to maybe, 4, 5 pages max that’s easily digestible in 3 to 15 minutes maximum.
So, it’s probably going to be some sort of worksheet, some sort of cheat sheet, some sort of checklist, template, tool, infographic that is going to be easily executable, actionable, digestible, and understandable.
And the one way to do that is to use the magnet matrix, answer the questions in the magnet matrix so I ask questions like, what’s your audience’s emotional hot button. So, getting clear on what that hot button is.
The other thing is to describe the problem and their desired outcome in their words because if we describe it in our words but it doesn’t resonate with them, guess what? Remember the elevation of your thinking starts with essential, it needs to land in their life which means that it needs to be using their words.
Then, how are you going to solve this hot button issue in the magnet?
So, that’s another question that we will ask. And then, how does that solution become a sliver or part of the bigger solution. Remember, we want this to highlight the possibility of a bigger solution, a bigger program or something to work with from there.
And then, ask yourself and really be clear on what’s the next natural step for them to take once they have this?
Because that is something that we’re going to want to orchestrate and ask them to do. In the lead magnet, we’re going to simply say, “Your next step should be this”. And then, come up with a sexy name.
You will know that every single one of my templates, tools, everything has a name. Some are sexier than others, I know. But they have a name so I know it is. It becomes proprietary in that process. So, I hope that this helps you.
Here’s what I want you to do again. Download the action guide. Download the action. It’s going to give you the information, it’s going to give you the magnet matrix to allow you to start building out your lead magnet. Let’s get it out there. Let’s start attracting. Let’s start building the flow of traffic, the good kind of traffic, qualified leads into your sphere, into your space so you can serve them at that base level and then, continue with them in the courtship and on that journey to get them to a higher level.
So, I hope that you found this of value. Do me a favor. If you did, share this with a friend. Just click share and share it with a friend. Let’s get this stuff out there because I think that it’s going to serve a lot of folks as we move forward.
Also, if you haven’t subscribed, click the subscribe button. I don’t know it’s somewhere on here. Click the subscribe button. Stay with me so I can give you more tools, templates. I want to help you build your influencer practice, your thoughtpreneur practice, your business, your success, your wealth, build a life, really, a freedom and peace of mind in the process.
And in the meantime, if you have a question or if you have a challenge or you’re struggling with a specific thing that you want some help with or you’re looking for some guidance, go to AskMelNow.com. Leave me your question, your comment, the challenge and let’s see if we can get it on one of my upcoming episodes. Let’s give you the tools to get it solved.
So, I hope that this serves you. Hope you found value in it. I look forward to seeing you in the next episode. And until then,
May your vision be grand, your journey epic and your legacy significant!
See you soon. Cheers. Bye!!
— End Transcript —
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