MODULE 4 – PICK THE TOPIC FOR YOUR LEAD MAGNET

Now that you’ve identified your target audience, it’s time to narrow down some ideas for creating a lead magnet that will get results. One way to do that is to ask yourself two key questions about your audience.

1. What questions are you asked most often?
2. What are your customers’ top pain points that you can solve right now?

You can find out answers to these questions by asking your clients directly what they struggle with, by simply observing what your audience discusses in online forums or sites they frequent, or with a survey. You can send surveys to your current audience, or you can even send a survey through social media. Another option is to run the survey through a Facebook Ad, which will allow you to target your audience, whether you have current customers or not.

When you do ask your customers or potential customers about their needs, be sure to give some options for answers. Otherwise, you risk getting answers that are completely irrelevant to the solutions you offer. Explore some typical questions people are asking, and then ask them which ones are most important to them. You can then leave an open-ended question for people to fill in their own answer.

Guidelines for Effective Lead Magnets

Once you have answered the two key questions, you can start to generate a list of ideas for your lead magnet. Follow these guidelines to make sure your lead magnet is effective:

Make it Specific – An ideal lead magnet should solve one pain point of your audience. Instead of trying to solve every problem, solve one simple problem. It’s tempting to try to offer multiple solutions, but that actually does a disservice to your potential customers. It can overwhelm them and delay getting any results at all.

• Example: If your audience wants to be more organized, provide a simple printable calendar with daily 5 minute chores on it, instead of a detailed year-long schedule of every organization activity they need to take.

Provide Immediate Gratification – Your lead magnet should provide a real solution that provides results right now vs. a future solution. It’s not a time to sell something that comes later in the follow up emails.

• Example: Don’t give them a long sales video as the free offer. Your lead magnet shouldn’t be one big advertisement. You’ll only alienate your prospects and they’ll never come back. Instead, give them a short video that answers a burning question they have. They’ll be thrilled to have a quick answer and will want to come back for more.

Make The Offer Simple – Your lead magnet should be quick and easy to consume and implement. You want them to be able to do something with the information easily, without a lot of complicated steps or extensive decision-making.

• Example: Provide a detailed checklist that they can implement right now instead of a long book that they have to read in order to decipher the “to do” before they can implement.

Here’s a simple series of steps you can follow now to help you pick a topic for your lead magnet.

1. Study your client avatar
2. Write down their pain points
3. Write down the questions they ask
4. Write down the subjects they discuss most often
5. What challenges do they encounter?
6. What can you offer that addresses one specific question and which is related to the products and services you want to promote with your lead magnet funnel?

Action Steps:

1. (Optional) If you don’t have any data to help you, put together a survey and send it to your current customers, your current leads, your Facebook fans, or run an ad on Facebook (if you’re already familiar with how to do those). You could also ask people in a group where you’re active, so long as the group admin approves. Try offering a gift card or reward for people filling in the survey.
2. Gather your data and identify a topic for your lead magnet by answering the following questions:

1. What are the 3 top questions you are constantly asked when people find out what you do in your business?  
2. What are your ideal customer’s pain points?  
3. What might you offer your ideal client that they won’t be able to pass up?  

3. From your data and analysis, decide on your lead magnet topic.