In this post we’re talking about a deadly lead magnet mistake that will scare away any potential customer from even thinking about coming into your business.
What is a lead magnet? A lead magnet. Is any sort of information with accountability and a journey associated with it that you exchange with a customer or potential customer for their email address. Could be an ebook, could be a free trial, could be a mini course, could be a video series, could be a webinar, it could be a secret, could be a process.
What a lead magnet by definition is something of extreme value. That a customer or potential customer wants to give you their email address in exchange for you to take them on the journey and deliver that value for them. So let’s talk about all the mistakes that I see so you don’t make them.
The biggest one is that they are cheap and undeliverable, like they do not deliver on what they promise. And so I see this all the time. People take content and like, here’s my lead magnet. And this is one thing I want to say. When you think about lead magnets, you want to ask yourself is in an idea or is it a process?
Ideas belong in blog posts, processes belong in lead magnet. So an idea would be, here’s the five biggest mistakes people make when creating lead magnets. Now, I could create that lead magnet and I know that people would download it and use it, but would it help them become one step closer to becoming my ideal customer? Probably not.
But if I said the top five mistakes our stores make when creating lead magnets and the only way to create it in the future to guarantee to scalable business. Well, now I’m promising and after state that when you give me your email, you’re expecting me to take you on this journey to create that result.
So your lead magnets, they need to be useful. They need to be valuable. What you want to think about is that you want to give so much value that your audience or your customer is like, I should be paying for this. I can’t believe I got this for free. That’s part of it. Another thing is that it has to take them from a before state which you know, we talk about all the time to an after state or else it’s just noise. It’s just noise. Your job with a lead magnet is to create a relationship where you move your customer forward from becoming or from wherever they are in their before state to becoming one step closer to becoming a paying client, a paying customer, or just better suited to be in your world and to use your content.
So make sure your lead magnets aren’t cheap. Made sure they don’t undeliver, make sure they’re useful. If it’s an idea, it belongs in a broad blog post. If it’s a process, it belongs in a lead magnet. Now, here’s a hazy, easy hack and training piece right in the middle of this mistake. So there’s something called content upgrades and content upgrades are absolutely amazing.
So let’s say you have this really beautiful blog post on your website, or you’re going to write one. The five best ways to scale your social media presence with digital marketing. And you write this beautiful blog post. That blog post is an idea.
Then you can do a content upgrade in your life. Now that you understand how to do this, if you want our three step framework for running your social media and five minutes a day for the next 12 months, give us your email address and we’ll teach it to you.
Now if you sell social media services or free sell a program, well now the blog post is a massive piece of value and they get to learn. But then when they’re like, Oh my God, I want your process. They give you their email, you design the process, and you take them on a journey.
Which leads me to another mistake that I see all the time. People make lead magnets either too long or too complicated. Your job is not to solve 10 problems at once. If you give people three options, they take?. Zero. Your job is to solve one problem at a time and have one focus. And so you and I both know that more content and more noise doesn’t necessarily equate to more results, accountability and access does, which is why we focus so heavily on the customer journey.
So don’t make it too long. Don’t make it do distracted. And how focused all over the place. Also make sure that it’s scannable or understandable based on your audience. Now your audience, you have to know your avatar. You have to know your customers, and by knowing them, you know their primary consumption, they might be video watchers, they might be audio listeners too, they might love long written content, or they might love imagery.
You have to know, and then you have to make sure that you’re delivering on the medium that they can consume the best. And then once you know that medium, that it’s scannable. Let’s say you make a video lead magnet with three videos. Well, if you’re going to email this lead magnet, you don’t want to make them have to watch the video to know what’s in it, I know people think that you do, but if you write that email and you just simply say, in this five and a half minute video, I teach you, and then at minute one, I do this. At minute three I do this and had been at four I do this. Well, now it’s scannable. People are making a choice to consume it, and then they know what they’re getting into, which will deliver better results because they’re prepped to go into it.
Now, horrible titles. We see that all the time. We’re going to cover that later. The other one I see all the time is that it’s not what we promised. I see people do this all the time, I’m going to give you my three step process for going from A to B. But then when you download it, it’s a video about something completely different.
And people try to do that by repurposing content. Now you can repurpose content, but you have to give context. And so if you’re repurposing a video like I’ve done and you’ve seen me do this, I just give you an introduction to why I’m reusing it because the contents valuable, but I’m framing it for you to be in those moments.
Another big mistake. Making lead magnets about you. Lead magnets are not supposed to be about you. They’re supposed to be about your customer, meeting them where they are in their before state, and then giving them the one thing, the launch belief, which we’re going to cover later. The one thing that’s going to take them from this before state to this after state to help achieve the desired result.
Another mistake is that I watch people target the wrong people. Your job is to be attracting buyers, not readers. So let’s say your business is helping moms lose weight after they have a baby. Well, if that’s your job and that’s what you do, and you have an offer for that, making a lead magnet about helping college campus kids keep off the freshman is not going to attract customers or buyers into your brand is going to attract attention and readers from people who had never pay you money and are not your ideal audience.
And so, let’s see, what else am I getting? So we covered a lot of this,.So these are all the mistakes that I see people make. Here’s another one. Your lead magnet is a sales fast. You cannot sell to somebody before you’ve delivered the achieved or desired result that you want them to achieve.
And so if you tell somebody, I’m going to teach you my seven day process, you better not sell on day two when they’re still in the middle of the process. You need to give them the journey and hold that journey, which is why we’re so intentional and methodical and customer journeys. Cause if somebody is interrupted in their journey, not only did you give them a backdoor out of whatever you promised you created reactance and they’re not going to commit and buy from you in the first place.
So make sure it’s not a sales fast. Made sure it’s not pitchy. Don’t do that. It’s not going to work. Okay. And then the final mistake, and I mean the final mistake that I see people make is that there’s no strategy. I made this lead magnet. I’ve met people with 40 lead magnets and they have 30,000 people on their email list, but nobody’s ever talked to. Nobody’s ever communicated with. It’s horrible. You have to have a strategy. You have to make sure that if you’re creating it, you’re creating it with a purpose because when you create it with a purpose, then you have content that supports it, and then the purpose moves them closer into your business, which then makes them a customer or a potential customer as they escalate up through your customer journey inside of your business.
And then to close. With the mistakes that I see. This one is going to be the one that saves everybody, and this’ll be the biggest needle mover and the most important part for your business. If you have a lead magnet, like a video or a PDF or a book or a free trial, and all you do is give away that lead magnet in exchange for their email and you email them like one to two times and then expect them to do the work on their own, your committing business suicide.
So when you write a lead magnet, when you create a lead magnet, if you’re like, I’m going to give you my three part video series on changing your daily routine, you need to have a strategy and a plan knowing that the average person or the average avatar that you have will take 21 days to create a new morning routine.
So you have to design it. So if that was mine, I’ll be like, I have three videos in 21 days. I’m going to do a video a week, and then write a couple emails during the week to make sure they’re putting it into practice, that I’m holding them accountable so that I don’t overwhelm them, and I have a chance of taking them on that journey.
You have to deliver on the results, and so your content. That you give in exchange for your email without structure and accountability is just noise and it’s most likely create an anti-marketing machine. So when you deliver these things, you need to take them on the journey. You need to prep them for the journey and I’m going to cover this later in the course, but I wanted you to understand this and to know this, that if you offer a PDF. And then the only email they get as a PDF, you’ve already failed. Just stop. Don’t ever do it again. You need to design the journeys. You need to think through them methodically, and you need to have a strategy to understand that your job with your lead magnet is to get your customers from point A to point B with whatever you promise them.
So now thatyou understand the biggest whirlpools that I see in the world of digital marketing and business, when people are creating lead magnets, you know how to navigate them and not repeat the same mistakes. So I want you to watch this video again and write down all of them and make yourself a checklist.
Like I know not to do this, so what am I going to do? I’m going to make sure that everything I create does this and this, that it’s not out like this and that it fits into this piece because that’s going to help you navigate all of this moving forward and for anybody that thinks lead magnets are going away, they’re not, the media might change some of the best lead stuff. I’ve seen it from like 1927. Piano pamphlets, where people would run ads in the newspaper that everybody judged me when I said I could play piano until they heard the first note, and that was the hook. And then you sent a postcard or a mail and then they responded with a pamphlet to teach you how to play piano for free.
These things have been here forever and the value exchange is amazing, but they won’t work if they’re cheap. If they don’t deliver the result and they’re not intentionally and methodically designed to achieve what we have set out to achieve. So those are the mistakes that we see with people creating lead magnets.
One of the biggest one is just doing them wrong. Those are the biggest mistakes we see people create with making lead magnets. And what I meant to say is the biggest focus should be if you have them, making sure that they cover. All the basis is with the best practices and don’t repeat any mistakes or have any holes in them like we’ve covered.