Your lead magnet can do more than generate leads for your email marketing list. With some copywriting strategies, you can create a lead magnet that targets clients who are ready to take action – not kick tires or sign up out of idle curiosity.
My recent post focused on identifying your prospect’s buyer awareness stage. The point is, your buyer has to be ready to receive your message. If you missed that post you can read it here.
You may have heard the saying, “When the student is ready, the teacher will appear.” Similarly, if your audience has a problem, they may not be ready to learn about solutions. In fact, they may not realize they have a problem.
This principle applies to lead magnets as well as sales copy.
For instance, let’s say Sharon is an estates and trusts attorney. She wants clients who will hire her to make sure their family will be protected when they die. It’s a rather grim topic that many people avoid.
So Sharon creates a lead magnet, “A Checklist To Be Sure Your Will Protects Those You Love Most.” This checklist appeals to people who already have a will and are considering a revision. They already understand why they need to make a will, so a lead magnet like, “Why Every Family Needs A Legal Will” won’t be helpful to them.
For potential clients in an earlier stage, Sharon could have a checklist to choose the best service to draw up a will. These folks know they need a will but don’t know what services are available. Sharon would encourage them to consider the size of their estate, their family situation, and complications that make a simple will impractical.
Sharon could use checklists for both audiences. These days checklists and cheatsheets appeal to a broad range of audiences. People have less time than ever and they want things spelled out for them.
In fact, marketers have been selling cheatsheets and checklists, sometimes at fairly substantial prices.
A savvy audience realizes that a 7-point checklist — cutting through the clutter — can be more valuable than a 700-page reference.
The 700-page book has more of what we used to call the “thud factor.” But in effect you’re paying someone to dig through the 700 pages and cut to the chase.
Shawn Hansen has just created a reasonably priced resource to develop and promote checklists, cheat sheets and tip sheets. You can use it for your own lead magnets and products.
And as a plus, writing a cheat sheet gives you a new way to develop your content creation and copywriting skills. Writing “step by step” has become yet another tool in the copywriter’s kit, whether we’re writing sales letters, blog posts, or, of course, lead magnets.
Specially priced offer here. And enjoy your weekend!